MARKET INFOS
Perhaps no other generation is as controversial as the post-90s. The post-90s population base is 230 million, accounting for 17% of China's total population. The 90s has entered the workplace and begun to show purchasing power. A deep understanding of how they think, life and feelings are essential. As they grow without the memory of suffering and shame, the times give them more self-confidence and personality. But that doesn't mean their lives go smoothly. Faced with corruption, environmental pollution, potential food safety hazards and slowing economic growth and other problems, the post-90s, it is very clear that there are complex and chaotic. Contrary to popular perception, the post-90s are not just a generation that focuses on itself. We found that after the 90s, they were very aware of their social influence. From environmental support to donations, from embracing pluralistic societies to rejecting stars and brands that contradict their morals, the post-90s believe they have the power to change the world. By deeply exploring what we think the post-90s, we hope to provide a different perspective for brand owners to connect with post-90s communication. From building a unique brand personality to ensuring both internal and external repair of the brand, it is time for us to treat the post-90s like treating multifaceted adults. Resource: Fang Jiejun, Business Director, Jeanette Phang - Business Director, OMD(China)
Nielson's recent business development pulse research shows that 50 per cent of representative business leaders see targeted consumers as the main driver of business growth. Among them, generation research is the view that business leaders generally pay attention to, which is conducive to accurate value delivery and breakthrough competitive advantage.
With "love and pressure" both materially and spiritually, nonstop pursuit of high quality. From the Angle of consumption, they are under the pressure of material and time at the same time, seeking convenience and efficiency. The "brand awareness and brand loyalty" is most obvious in many generations.
With egoism and harmony in one. The "ego" in the g 90s values more. Seeking to be unique and stylized and more dimensions of self improvement. More willing to take the initiative to get information and views from a wider range, shopping in the post-90s is more of a fusion style.
With uniqueness and dependence in one. Having stronger consunmption power in the future. The pursuit of uniqueness depending on personal interests.
Personality is very important for the post-90s. They refuse to follow the stream and stick to their views. rand needs to focus on building their own unique brand personality, in the fierce competition through differentiation positioning to stand out, and to have their own point of view.
The generation who loves easy humor and has a spirit of entertainment. They love smacking, they like spitting. Brands need to think about how to integrate into their social language and use such a grounded way to transmit brand information, close to the post-90s.
There is a strong nationalist consciousness after the post-90s. They are concerned about what happens to society and want to be involved in fulfilling their social responsibilities. Brands should be concerned about moral issues or principles, especially avoiding acts that violate post-90s patriotism. At the same time, in some major events, it is also necessary to stand up to express their views, give support and strengthen brand preference.
The post-90s has the enthusiasm for travel, fitness and shopping because they are eager for better quality of life, hoping to open up their horizons in a vast world. And they are also very willing to pay for the resulting costs. Communication topics related to the concept of "a good life" will help brands attract their attention.