Z世代:解锁消费新纪元

16.PNG

It seems like only yesterday when we were having heated discussions about how the “unpredictable millennials” are reshaping market trends. Behold, the consumer market is now about to enter a new era, with the coming of age of Generation Z (born between 1996 – 2012).

那些关于“不可预测的千禧世代”如何重塑市场趋势的激烈讨论仿佛就发生在昨天。一转眼,随着Z世代(1996 - 2012年生)长大成人,如今的消费市场也即将进入一个新的时代


By 2025, Gen Zers will make up a quarter of the population in the APAC region and the scale of the market impact this cohort bears is undeniably promising. When it comes to consumer habits, this young group shares quite a few traits with Millennials (born between 1980–1995), yet they are not simply Millennials 2.0. Marketing groups that dive deep into Gen-Z’s world generally see more desirable results.

到2025年,Z世代将占亚太地区人口的四分之一。不可否认,这一群体具有巨大的市场影响规模。在消费习惯方面,这一年轻群体与1980-1995年间出生的千禧世代有很多共同点,但他们不仅仅是“千禧世代2.0”那么简单,那些能深入挖掘了解Z世代的世界的营销团队通常能得到更理想的结果。




They reply heavily on social media, especially video contents

他们非常依赖社交媒体,尤其是视频讯息





social-media-4394125_1920.jpg

1


How many social media platforms did this demographic grow up with? Compared to their Millennial siblings, Gen Zers tend to spend more time on social media platforms, with almost every aspect of their daily life associated with social media sites of some sort. Technological advances also allow live streaming and video editing to come in handy. Consequently, these digital natives’ purchasing decisions are often influenced by video content. Brands that are able to create interesting content and closely engage in their customer base via videos on social media platforms (namely, short videos on Tik Tok and Douyin, live stream shopping on Taobao etc.) benefit not only in terms of profitability, but also brand awareness among Gen Zers.

试问,这群人是和多少社交媒体平台一起成长起来的?与他们的千禧“大哥””相比,Z世代平均每天在社交媒体平台上会花费更多时间,他们日常生活的方方面面几乎都与社交平台有关。科技的进步让直播和视频编辑变得更方便,也因此,这些数字原住民的消费决策往往受到视频内容的影响。那些能够通过社交媒体平台上的视频(比如抖音短视频,淘宝上的购物直播等)创造有趣内容并能“接地气“地与客户群体紧密互动的品牌,不仅能在经济上盈利,还能在Z世代人群中获得品牌知名度




They want to blend in, but also be identifiable

合群且具有辨识度:鱼和熊掌要兼得才好





GUCCI x DORAEMON

GU713_CNY_PR-CROPS_150dpi_02.png

dior-kaws-ss19-collection-release-date-price-info-00.jpg

DIOR x KAWS

To some extent, Gen Zers are the toughest consumers brands have ever interacted with. On the one hand, they are eager to differentiate themselves from others, just like Millennials. They seek uniqueness and personality in the products they use. On the other hand, they prefer brands that are well known enough to be recognized and be “on trend”. In other words, they want something that says more than “I am unique” but “I am unique and I get along with others”. For that reason, co-branding has become a marketing strategy favored by many brands in recent years. The question left to brands is: how to balance popularity and individuality?

从某种程度上说,Z世代是品牌接触过的最“难搞”的消费者。一方面,同千禧一代一样,他们渴望与众不同,追求产品的独特性和个性。另一方面,他们也偏好那些在潮流浪尖上被大众认可的知名品牌。换句话说,他们想要的不仅仅是“我最独特”那么简单,而是“我最独特,但也能与人和平共处”。也因此,品牌间的联名已成为近年来许多大牌青睐的营销策略:独特,且被大众所熟知。他们将问题抛给品牌:如何在大众熟知度与独特之间取得平衡?




Neutrality on societal issues? You have to take a stand!

还在对社会问题的保持中立? 你得表明立场!








13.PNG



1


Gen Zers are more vocal about societal issues compared to previous generations. The overwhelming number of social media platforms provide them with an abundant access to global information. From racism and women empowerment to climate change and LGBT rights, Gen Zers are more willing to openly discuss these issues with their friends, partners, and sometimes even brands. Being neutral or silent about trending social topics is sometimes deemed as “ignorant”. Gen Zers want their beloved brands to side with them, and they want their beliefs to be backed up by well-known brands. Thus, brands that can tackle societal issues at the right time in the right way oftentimes draws attention from its outspoken Gen Z consumers.

与前辈们相比,Z世代在社会问题上更直言不讳。海量的社交媒体平台为他们提供了获取全球信息的丰富途径,从种族主义、女权、气候变化和LGBT权利,Z世代更愿意与朋友、合作伙伴、有时甚至是品牌公开讨论这些问题,而对热门社会话题的中立和沉默有时会被视为“无知”和“傲慢”。Z世代希望他们心爱的品牌与自己站在一边,他们希望自己的信仰得到知名品牌的支持。因此,能够在正确的时间以正确的方式表明对社会问题的立场并付诸行动的品牌往往能引起直言不讳的Z世代消费者的注意。




The sustainability buzz – for a reasonable price

支持可持续发展 – 在价格合理的情况下





image-asset.jpeg

According to a survey by McKinsey & Company, Gen-Zers and high-income shoppers are most willing to pay for sustainable products. Not only have Gen Zers grown up in the digital age, they've also been privy to the "el nino phenomenon", "ocean plastic", "deforestation” and hundreds of other environmental problems throughout their lifetime. Therefore, just as they want brands to be vocal about societal issues, they also value accountability towards the environment. Furthermore, this also ties back to their eagerness to be "on trend", as "sustainability" is indeed a conversation starter nowadays. However, surveyed results don't necessarily translate into real life choices, especially when the price premium they ought to pay exceeds their desire to support the sustainability agenda

麦肯锡公司(McKinsey & Company)的一项调查显示,Z世代和高收入消费者最愿意为可持续发展买单。Z世代不仅是在数字时代长大的,他们一生中听过太多“厄尔尼诺现象”、“海洋塑料”、“森林砍伐”和数百个其他环境问题。因此,就如同他们希望品牌对社会问题发声一样,他们也重视对环境保护的义务。此外,这也与他们渴望站在潮流浪尖上的追求相联系,因为“可持续发展”确实是当今的一个热门话题。然而,调查结果并不一定会成为现实生活中的选择,尤其是当他们要为环保产品支付的溢价超过了支持可持续发展的意愿时


As Gen Zers enter the workforce overtime, their purchase power could further change consumption patterns and drive consumption volume. Brands need to look ahead at their marketing channel, and justify the equation of qualitypriceuniqueness and social responsibility in order to win over Gen Zers' hearts.

随着Z世代加入劳动力大军,他们的购买力会进一步改变消费模式,推动消费总量。为了赢得Z世代的芳心,品牌需要关注未来的营销渠道,并保持质量价格独特性社会责任等式的平衡。


For more questions about how to reach the Gen Zers, feel free to get in touch with us at info@eastant.it.

想了解更多关于营销手段如何接触Z世代的讯息,请通过info@eastant.it与我们取得联系。

微信图片_20210629125635.jpg微信图片_20210629125641.jpg