In the past two years, the rise of Gen Z consumption has become an overall trend leading global consumption. Under the new crown pneumonia epidemic, consumption has turned to the domestic cycle as the main body, and the sense of smell of capital is the most sensitive. In the past two years, the fields that have successively invested in the commercial field, such as food, tea, fashion brands, entertainment, etc., are mostly loved by Generation Z.
As far as Wuhan, where the author lives, is concerned, the past 2021 has also ushered in drastic changes. A number of leading commercial real estate companies have settled in Wuhan, and the century-old commercial district will be replaced with a new look. The century-old building will also be transformed into a cutting-edge fashion commercial center, introducing a new entertainment format that young people love today. Although the young people on the street are still wearing masks, their spirits are three-points wilder than before. Boutique coffee shops are popping up all over the place, Internet cafes are getting more and more trendy, and there are very individual buyer collection stores and experiential entertainment venues. And Internet celebrity brands have opened branches in Wuhan one after another... The
trend is armor, and entertainment is the core. It can be clearly felt that the traditional commercial consumption atmosphere in Wuhan has changed in the past. However, the positive trend of new consumption does not mean that all commercial entities can live well. Under the new business environment, how can commercial entities break through in the red sea that is blooming everywhere?
Target customer group positioning "new youth" and then positioning
A senior business operation expert once said: "If a commercial project wants to live well and live for a long time, it must pay close attention to its positioning, and find brand merchants with sustainable operation ability to cooperate with them. Their market sense is the most sensitive. The commercial body will develop together for a long time."
The essence of new business is to go against traditional business methods, first conduct in-depth research on target customers, and then customize products according to their needs. When positioning, we must first analyze the target customer group, such as targeting the consumption demands of new youth. But when everyone is robbing young people's pockets and time, the business body will inevitably fall into homogeneity. How to stand out from the competition? The answer is to do more segmented product positioning.
After anchoring the target customer group, it is necessary to let the customer group know "who we are" more clearly, so as to attract like-minded people to approach.
The target customers of K11 Art Shopping Center are urban white-collar workers and the middle class, and it has always focused on the art label. This is a more refined positioning after the positioning of typical customer groups. From the construction of commodity categories, the creation of space atmosphere, and the dissemination of marketing plans, the K11 series of commercial works all rely on art. The large-scale art installation "Van Gogh's Ears", which appeared at the opening of K11 in Guangzhou, also appeared in front of K11 in Wuhan, which is the strengthening of the label and the continuation of the style. Holding uninterrupted and pioneering art exhibitions, and cultivating its own young artists to establish art villages are all actions to make their own labels clearer, which will attract more loyal and sticky customers.
TX Huaihai, which has been on fire in the past two years, has played the banner of "Young Power Center" and carried out heavy operations through curatorial retail. The Young Force Center is not a traditional shopping mall, but brings young people up as trend players. As a huge space that gathers contemporary art, trends, food, and social formats, each floor has a unique community culture and popular design items at home and abroad.
Personalized Soul Glows
Young consumers are more self-conscious, more assertive, willing to pay for their hobbies, and show strong social characteristics of interest circles. Finding their psychological satisfaction points, providing them with emotional value, and satisfying their curiosity has become particularly important in today's business, which is why new consumer brands can be hot out of the circle.
The new generation advocates freedom and individuality, and street subcultures can be seen everywhere; the national culture is confident, and it supports the national trend of domestic products; it loves music and sports, the trendy music bar is very popular, and the performance of sports brands is advancing by leaps and bounds... All kinds of IP and peripheral products, casual and uninhibited Road bar, a trendy theme space with entertainment as the core, including TX Huaihai, Xidan Renewal Field, which has sprung up this year, Wenheyou landscaping-style business that became popular in the past two years, and this Youshan cultural and tourism-style project are all successful businesses. case. From cutting-edge brands to creative spaces, IP cross-border alliances are all related to personalized and customized innovative content, but there is a theme behind it, focusing firepower to attack the pain points of new youth, and there is something called culture behind it It has been supporting the soul of product creation.
The Internet celebrity business is like this mountain in Changchun, which is detached from the general shopping center. It has become a 4A-level scenic spot as soon as it opened. In the creative introduction of the project, it is stated that "there is no need to leave the city, here is the distance" is the cultural core and design keynote of the project, which is precisely positioned as a spiritual habitat in the bustling city, with the goal of building an urban peach blossom garden. In the architectural design, taking the "mountain" as the inspiration form, in the most prosperous commercial area in the city center, the building structure and style design in the form of "mountain" are constructed, and a number of scattered landscape points are arranged on the "mountain". , the local cultural heritage is embedded in it, and the streets, alleys, courtyards, and retro lofts gather together, allowing us to escape from the busy urban life and enjoy a moment of tranquility, which makes people feel like a short trip. There are mountains, and it is built in a space that incorporates local culture. It makes people see that the commercial development space in the city center is very broad, and there are many samples of differentiated stories that can be told, which is why it is so popular.
Content Marketing is King
Nowadays, many businesses are integrating comprehensive layouts based on the preferences of young people, which will inevitably tend to be homogenized. We found that no matter how the tide hits, facing the market rule of survival of the fittest, those who can survive after losing their freshness are often operators with profound skills, and marketing planning has become the top priority in the operation system.
The essence of marketing is to attract attention and gain recognition, which in turn generates more intimate links. The importance of marketing planning and marketing is highlighted. It is the awakening of enterprises' awareness of respecting the market. The diversification of marketing and promotion promotes the two-way connection between online and offline, which will also drive the possibility of revenue to increase.
We have observed Internet celebrities and Internet celebrity brands that have appeared in the past two years. In order to shorten the distance with consumers, one of the first things to do is to set up Renren. For example, Li Jiaqi is called "Lipstick Brother", and this label is his character design; Hutou Bureau Standard Chartered Bakery, established character design is "trend young people" who love traditional Chinese culture; the popular Chongqing Halo Shopping Park (The Ring), you can understand its character from the name of the case. It attaches importance to environmental protection and integrates green ecological culture into the business of shopping malls. This long-term vision is indeed worth learning from.
In addition, it is the new, strange and special way of marketing interaction. Or take TX Huaihai as an example, how does TX Huaihai keep young customers visiting? The manager of TX Huaihai said: "TX Huaihai is to optimize the precise way of business through customized operation strategies. It has always emphasized flash, sales, limited content and strategies, through freshness, scarcity, and acquisition methods and methods, etc. It is a means to stimulate consumers' recognition and liking of products and styles of play."
We observed TX Huaihai, various trend cross-border activities, art exhibitions, brand pop-ups and other activities, and an average of 11 events of various types can be held every month. It is worth mentioning that pop-up is a flexible and efficient marketing method, with low cost, strong flexibility, and easy to convey the freshness of space to consumers. The pop-up should also emphasize quality and content, and pay more attention to the grasp of its own artistic sense, scarcity, and sense of limitation.
The demand for a large amount of marketing space has emerged, and there needs to be a large amount of space in the shopping mall to give profits to consumers. This is also why the design of trendy commercial experiences such as TX Huaihai and Xidan Update Field has a lot of blank space. In addition to maintaining a good sense of space, it is also convenient for holding a large number of interactive activities in the later stage. When choosing a brand merchant, we also need to think about whether this brand merchant also has a lasting innovative thinking, and goes to marketing to create more traffic and attract more attention. If there is, it is worth exploring in-depth cooperation methods, from relying solely on the overall promotion and drainage of projects to two-way empowerment between businesses and brand merchants.
Epilogue
Personalized culture, trend iteration, and innovative content marketing continue to emerge. These are all because young consumers have higher-level spiritual consumption needs, which is also the basis for the new generation to gather interest circles.
Everything needs new, strange and special. In the future, business will show more and more refined operations, and it will become more and more interesting. Therefore, when it comes to understanding the market, researching consumers, and finding a suitable way of personalized creation, we need a more open and powerful mind to embrace all possibilities. At the same time, it is necessary to truly gain insight into consumers and find emotional identity and resonance.
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