Whether a brand is really "young" or not, compared to products or content made up of young elements, the key lies in the core, that is, the level of brand values. In the Internet era, there are many ways to reach users, but to impress young people, it is more a test of whether a brand has deep enough emotional insight into young people.
What are the values of young people today?
From Jiang Xiaobai, Huaxizi, Bubble Mart and recently KFC's "A Duck is hard to Find", it is clear that the huge potential of the young consumer market -- especially the disruptive effect on brand communication -- is there.Young people are driving the conversation, to find out their preferences, brands can really capture the "traffic code".
According to TalkingData's 2021 New Consumer Report, "self-satisfaction" is the most obvious consumption characteristic of Generation Z. They are both "fashionistas" who love to follow the trend and "reasonableness" who are good at comparison shopping and analysis.
The annual lifestyle published by Sanlian Life Weekly from 2019 to 20213 is: youth worship, escape algorithm, escape burnout. Running through it is a kind of life concept: in search of a better life, it is inevitable to return to the "simple life".
"Lifestyle 2021: Escaping Burnout" says, "Even with the noise and chaos of the outside world, we should keep our lives and routines clean and clear until spring comes."
To understand this "seriousness" of young people, we can also understand what characteristics of happiness, ritual and quality of life they pursue -- authenticity, no burden, personality.
"Live seriously", always stand with the young people
Growing up bombarded with commercial messages, young people already desensitized. In their minds, trustworthy brands are like "relatives and friends" who don't preach down to them or cater to themselves everywhere. Instead, they focus on their real needs and have their own shining points.
On this point, the well-known "tide brand" in the household appliances industry can be a good example.
In addition to a series of brand events such as the marketing of the World Cup and "Dishwasher Band" that young people talk about, this year's White Valentine's Day, Huati joined hands with icon Ouyang Nana, the post-00s generation, in the Bund of Shanghai with the phrase "the more serious, the more colorful" to the countless young people.
At present, Huadi brand value proposition has been officially upgraded to "serious life".
How to interpret "serious life"? According to Huadi, serious life is first of all a young life attitude to "remove bitterness". In the "Top 10 life Trends of 2022" released by Little Red Book, "City roaming", "new Chinese style dressing", "environmental protection", "air fryer" and other explorations of the beauty around us are popular among young people, which shows that this generation of young people are still full of imagination and love for life while "turning inward" and "refusing to lie flat".
On the other hand, "serious life" is an ability. Take food cooking as an example. Food is the priority of the people. Contemporary young people are willing to devote time and energy to making food for health, work and gathering with friends, so as to please themselves and establish a relaxed atmosphere. According to the 36kr research Institute, making homemade breakfast, making health tea at work and making cupcakes with the kids were among the TOP self-pleasing behaviors among young people.
In Emperor Hua's words, with the ability to "live seriously", life is joyful, convenient and stress-free. The core support of "serious life" is the upward drive from the heart, the pursuit of love and beauty. Finally reflected in the reality level, is "the more serious, the more colorful".
Compared to pleasing young people by piling young elements, Huadi's "serious life" is obviously in tune with young users' emotions, which is more conducive to guiding users' expression. For brands, this is more straightforward.
Create "three good", enable serious life
Serious life of young people are also eager to express, hope that their life can be seen and praised by more people. Pan Yejiang, chairman and president of Huadi Shares, once said: "The kitchen has become a new place for young users to socialize, a place for spiritual healing, and a place to show their taste."
Different from the previous single "cooking" functional space, the spiritual comfort carried by the kitchen becomes more and more prominent. How to create an ideal kitchen that meets the imagination of young people? Release conference, Huadi gave the answer is: in line with "easy to use, good looking, good cleaning".Easy to use, is the key to improve the quality of life kitchen electrical products, Huadi definition of easy to use is rational technology, not only to help users solve practical problems, but also to bring original pleasure experience; "Beautiful" is the essence of functional aesthetics, the product itself, product and kitchen space collocation can let the user experience the aesthetic feeling; "Good cleaning" involves Huadi's deep thinking on materials, processes and industrial design. Active and passive cleaning should be improved qualitatively to truly help users free their hands.
Huadi said that in accordance with the "three good" to polish and innovate products, can truly transform the kitchen into a collection of food cooking + spiritual enjoyment as one of the interactive space, to achieve a new experience of modern home integrated kitchen.Accenture research believes that if enterprises are good at conveying positions, the characteristics of their customer groups will be more concentrated and their business strategies will be more focused.
Under the trend of brand youth imperative, Huadi's "serious life" and all kinds of preparations for realizing this value proposition have obviously laid a good foundation for its youth marketing.
