What is the exquisite life in the eyes of millennials?

Buddhism, greasy, punk health, baldness and loneliness? Before 20 17, the first batch of "ridiculed" mode was opened after 90?

Before I joined this group battle, this group of millennials brought another million crits.

How much is the monthly income after #90? #

For example, during this time, the topic of hot search has made many people doubt life?

There is more from the heart.

china youth & children research center

Published the latest research report.

I didn't expect to be so embarrassed even after 00.

This makes the post-90 s middle-aged and elderly people lose face.

I can't help thinking of another hot topic.

What skin care products are you using after 00 #?

I thought it was Dabao at first, but I didn't expect the reality to make people tremble!

SK2 never leaves, the daily life of the little fairy.

Mask for class

No matter how bitter life is, it must be exquisite.

There are LP, Chanel, SK2, and the mysterious "Pig Girl" in Blue Ocean?

Hello, I'm a slum girl.

Today's news headlines are starting to look like this.

After 90, I began to pay attention to health and study thermos cups.

Gouqi tea, anti-hair loss time

Out of nowhere after 00.

Pay attention to maintenance and live a refined life first!

This blow is really caught off guard!

However, this once again reveals the rules of the game in the Internet age:

Nothing is better than a new day. There's nothing. Play cards according to common sense

Millennials with little collective memory have become the brand sword of Damocles, but they are "conservative", "sad", "burning", "laughing at themselves" and "blx"? Even after reading the reports of young people on various platforms, I always feel relieved. How can I hug them? Is this really a big deal?

How can we irritate young people?

In the neon market environment, under the continuous frenzy of spiritual and material stimulation from all directions, some young people went to Buddhism, some fled to the second yuan, and a large number of them stepped into the abyss of buying in buy buy to paralyze the nerves weakened by "consumption". How can we mobilize the blood of young people with different preferences and stir them up? Recently, we found that another H5 has been screened by this group of millennials!

High energy ahead, non-combatants please retreat.

Through H5 interaction, we can know that the brand owner behind it is Temple Library, the largest boutique lifestyle platform in Asia, and the key words of the content can be summarized as "Small Fresh Meat", "Picking up Girls", "Knowing You" and "12 17 Luxury Festival", which may not be particularly eye-catching for most people in the industry, but why can it be screened among millennials? This question is very curious.

1 spotlight: "Do you know who my fanaticism is?"

Love beans is the most common topic for young people. Who hasn't been to idolize when he was young? Stars with fan voices are the best circles, and KOL with goods. Even the blue blood brand, which has always been indifferent, has embraced the endorsement of traffic in recent years, and it is nothing new for H5 to invite traffic. But there is a question, why did the temple library choose Timmy Xu instead of Wu Yifan, Yifeng Li and other places with amazing traffic?

One crux is whether the mass traffic in the eyes of the public is the traffic in the eyes of millennials. The "seats" that look more like the preferences of middle-aged groups have captured a large number of secondary members, while TFboys still has a lot of "mom powder". The seemingly "paradox" tells the true meaning of traffic endorsement: instead of hiring hot traffic at a high price, it is better to find the true "fanaticism" of millennials.

This requires brand owners to have enough sincere "gossip soul" to conduct relevant investigations on the idolization of their platform audience. For example, this Timmy Xu is the first mainland singer to hold an open-ticket concert in Han Tai. It goes without saying that she made her debut on campus online drama, aiming at young people?

Timmy Xu performed in H5.

"Robot", "Psychologist" and "Fortune Teller"

2 Xiao Jiujiu, who understands emotions: "If you want me to like you, you must first know whether we are the same kind of people."

The main logic running through H5 is that the boyfriend played by Timmy Xu can "understand your heart" and his lines are surprisingly provocative.

"Honey, what time is it?"

"Wrong, I love you more every day."

"Honey, do you have any matches?"

"Do you want to use it to light my heart?"

Looking at the essence through the phenomenon, this is not as simple as a simple "pick up girls". Millennials are a group of grinding goblins. If the method is wrong, they will easily become "embarrassed to talk", "greasy" and "forced to pick up girls"?

A model of forcibly picking up girls.

The key to addressing each other is to "know you". Millennials who have been paralyzed by dazzling marketing methods since childhood are generally eager for a sense of belonging and understanding, which can be seen from the "circle culture" that has emerged among young people. And their enthusiasm for it is like gang fanaticism between mafia. Look at the struggle between "apple powder" and "Microsoft powder", "hammer powder" and "millet powder" Perhaps for millennials, knowing their own brand is the most emotional KOL.

3 enhance the sense of spiritual dependence: "permanent guests at the fingertips"

Physically and psychologically, the life of millennials is indeed exquisite, but the emphasis here is "exquisiteness and diligence". Share some interesting "internet protozoa": if you want to shop, your first reaction is not to go shopping, but to open "Taobao"; Think of chatting, open WeChat or QQ to chat with friends all over the world; Just enter the "second element" and open the "beep"? How do you feel after reading these? !

Senior lazy cancer patient! ! !

What fingers can do is definitely not legs. Mobile apps have become department stores and playgrounds, and there are always a few that are opened very frequently. This also reflects that brands and platforms are gradually becoming category cognition in consumers' minds and upgrading to a spiritual support. Back in this H5, Fangsiku brand has positioned itself as the largest boutique lifestyle platform in Asia, and through the interpretation of the spokesperson, the traces are quite obvious. This way of telling stories stirs up emotions, and more importantly, it plants cognitive seeds in the mind.

How do brands attract young people?

There is always logic behind the case of brushing the screen, but the ideal and reality can't bring satisfactory results every time. From the successful case of temple library, we may be able to dig out some secrets of the brand of this era.

1 invade young people's brain cells in the name of lifestyle.

Brands need to be younger, but this does not mean that the product line is completely stripped for the mature class. The word "lifestyle" has become an excellent attitude. It is born with a kind of "exquisiteness" and "taste", and its pursuit of the lifestyle of the times is always regardless of age. This seems to have formed a game rule in the brand circle. The attitude and tonality of "lifestyle brand" has become the horn of new business competition, and how to tell stories has become the focus of attention.

The "visual emotion cognition" of the temple library is a form of stirring up the millennial consumers H5. In addition, it is also an effective way for OPPO to remake Jay Chou's The Longest Movie during this period, which directly hits the hearts of the post-80s and post-90s? The competition law in the lifestyle era is to grasp and define the attitudes and values that consumers want with insight.

2 Use carnival to catalyze consumers' shopping desire

The ultimate goal of this H5 screen is to promote "Temple Library 12 17 Luxury Festival", which leads to another paradox. It seems that every shopping carnival always attracts widespread attention. Even Taobao Double Eleven, which was criticized as "insincere" this year, finally achieved 96 billion proud results. Double twelve, JD. COM's "6. 18", "Goddess Festival" and "Creation Festival" have all achieved considerable trading volume.

Temple Library 12 17 Luxury Festival Activity Site

To a certain extent, this is because consumer psychology, such as conformity psychology, anxiety of the times, hoarding addiction and taking advantage of small things, is at work. When the so-called "lifestyle" such as culture and style replaces price and performance as the new focus of competition, the competition is further intensified, so the shopping carnival is like a igniting fuse, which becomes the detonator of brands and platforms and burns consumers' desires.

On the surface, the carnival of each platform seems to be similar, all with discounts as bait. However, under the insight, there is a hidden logical path. What is the difference between "Asia's largest boutique lifestyle platform" and the global carnival Tmall "Double Eleven"? Click "Read the original" at the end of the article and enter "Temple Library 12 17 Luxury Festival", maybe you will have a deeper understanding.

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