年轻人与TA的品牌观

Brand View for Young TA

随着互联网的普及以及Z世代的崛起,再傲慢的品牌也开始意识到敷衍和漠视年轻消费者的风险,越来越多的品牌都在努力表现出"青春与活力",希望借此可以吸引到年轻人,因为他们有着更强的购买欲望与更积极的讨论意愿。但到底怎样才能真正的博得年轻人欢心,另一个极端是把年轻人符号化,认为年轻人就是"喜欢放飞自我、喜欢流行语、喜欢怀旧和复古",但年轻人只会觉得尴尬或者"喜欢二次元、喜欢弹幕、喜欢恶搞、喜欢UGC"等,但这样的套路也同样令他们提不起兴趣。

With the popularity of the internet and the rise of generation Z, even the most arrogant brands are beginning to realize the risk of perfunctory and indifferent to young consumers. More and more brands are trying to show ＂youth and vitality＂, hoping to attract young people because they have stronger desire to purchase and more active willingness to discuss. However, how to truly win the favor of young people？ Some people like to symbolize young people, believing that young people are ＂like to release themselves, like pop words, .like nostalgia and retro＂. However, young people will only feel embarrassed. Or ＂like the anime, like the bully screen, like spoof and like ugc＂ .… however, this routine also makes them not interested.