With the extremely high topic popularity and the freshness of their products, Haidilao, Heytea, Starbucks and other powerful brands have attracted countless young consumers and have become the backbone of the current youth consumer brands.
In fact, brands that are popular among young consumers do not only appear in the catering sector. In the large home furnishing industry, some very powerful young consumer brands are emerging, such as White Rabbit Ceramics is winning the recognition of dealers and young consumers through a series of youthful brand operations. The three bricks of "wall and floor tiles + mosaics + exterior wall tiles" The parallel business achieved steady growth.
How do young consumer brands do it?
In order to win the recognition of young consumers, brands such as Haidilao, Heytea, and Starbucks have made a lot of efforts. They are full of creativity and freshness, and always attract countless attention.
Take Haidilao as an example. This brand has been popular for many years. Its choice is to provide the best service and allow consumers to find explosive points that they can explore. At the same time, it combines topicality and sociality to inspire young people. interest.
For example, "arranging cartoon dolls" for customers eating hot pot alone, singing "Say Goodbye to All Troubles" for birthday customers, and providing free manicures to customers waiting in line are all widely spread on social media. content.
At the same time, we use products and flavors to please young people, such as launching seasonal crayfish and sea buckthorn pot base; developing lipstick and earring products, and even the color of the lipstick is related to catering, such as summer banana, red pepper and yellow pepper There are two types of earrings: Sichuan peppercorns and noodles.
Even the operating team is getting younger. For example, the members of the board of directors have dropped to their 40s. A relatively young team means they are more able to accept new things and be sensitive to market trends.
HiTea is also one of the brand representatives that young people like. For a long time, some Heytea stores had long queues. Looking at Moments, Weibo, Dianping, Xiaohongshu and other platforms, it has high popularity.
Why is it so popular? The answer has to be found from the image, product, and marketing. It has clearly targeted the young group. From the store decoration to the beverage packaging, everything is youthful and energetic, catering to the youthful aesthetic.
And Heytea often does some very trendy things, such as launching various co-branded packaging to attract fans of the co-branded parties; keeping up with fashion,Launch some popular products, a typical example is the release of transparent bags made of PVC.
It takes an average of 1.2 weeks to launch a new product. The high frequency of new product iterations not only enriches the active brand image, but more importantly, satisfies the young group's pursuit of fresh products and tastes, and they strive to make drinking tea cooler.
HiTea is trying to penetrate the areas where young people are active, such as deploying a digital membership system. The HeyTea GO mini program has over 35 million members. In addition, ordering allows for diversified taste customization, such as hot and cold options, ice level, sweetness, changing tea base, cream topping, etc. Details are added one after another to continuously enhance the satisfaction of young people.
Starbucks is not a brand specifically targeted at young people, but it has always been a place that young people like to stay. In the past two years, Starbucks has been working hard to influence young people, working hard on image reshaping, digital retail, innovative products, etc., such as launching cat claw cups; exploring the freshness of products, launching 8 types of cups with tea, wine and coffee in one go "Playful Ice Tune" series.
In addition, live broadcast on Tmall to seize the youthful communication method; launch the "click online, pick up in store" coffee express service and open a coffee express concept store; open up the membership system of Ele.me, promote takeout, and strive to make people more happy. Within reach of consumers.
In terms of channel layout, the above-mentioned brands generally promote global expansion and fully harvest traffic from various channels, especially channels where hundreds of millions of young people are active and content that young people like. They have done very well.
The wave of younger consumption is changing the ceramic tile and building materials industry
In fact, the consumer groups of Heytea, Haidilao, and Starbucks are the main force in current household consumption and are also the core buyers in the ceramic tile and building materials market. The young consumption style they display is also changing the ceramic tile and building materials industry.
This wave of young consumption is characterized by many aspects, such as being interested in novel things; paying attention to different personalized experiences; admiring trends, health, appearance, fun, national trends, etc.; and being willing to choose products that match values. Brand; requires high cost performance and value for money.
When they see a product they like, they are willing to spend money to buy it, and they are willing to buy it all in one stop, saving time and effort, rather than having to piece together things here and there. At the same time, influenced by the Internet, they are often active in social media, which makes this huge group have a distinct consumption profile and is often affected by the consumption preferences of opinion leaders and influencers.
In this new market environment, whoever can grasp the rhythm of young consumption and plan ahead will be able to seize the opportunity. Of course, keenly capturing trends and winning the resonance of young people is not a simple matter, but a systematic project.
White Rabbit Ceramics, as a representative young consumer brand in the ceramic tile and building materials industry, this year has explored a variety of In order to integrate with young consumers, we have found our own differentiated track and gained the support of the most promising customer groups.
Based on the rejuvenation strategy and locking in young customer groups, we use products to bring buyers a cool decoration experience from multiple perspectives such as brand image, products, and marketing, and use marketing to inspire customers' resonance.
First of all, White Rabbit Ceramics brand vision is youthful, highlighting the cool personality, internationalization and fashion. The main design element is a visual hammer that easily resonates with the new generation.
Then, the Super IP Energy Rabbit was launched, a trendy IP that meets the aesthetics of young people. This is rare in the entire ceramic tile industry. It is a first step to explore, giving a new impression to the outside world, and getting closer to young people. .
In terms of product layout, "wall and floor tiles + mosaics + exterior wall tiles" are a one-stop solution. First, the whole house is equipped with wall and floor tiles, which saves time and effort; second, it is ceramic tile products that conform to fashionable aesthetics and satisfy young people. People’s expectations for their home environment.
This approach of arranging a younger market has won the recognition of channels and end consumers. One of the outstanding results is that 白Rabbit Ceramics’s online live broadcast investment conference held in October was a great success, and finally joined hands with 169 City.
At the same time, White Rabbit Ceramics provides a package of support to dealers to build a community of interests, including free store design, Free event planning, free training, as well as support such as discounts on bricks for decoration, free samples, full accommodation and food included in the inspection project, decoration subsidies, and free training. There is only one goal, which is to form a win-win situation with dealers and consumers and jointly expand the younger market.
With the simultaneous implementation of many measures, a ceramic brand popular among young people is rising rapidly. At the same time, it is expected that a group of dealers will benefit from it and successfully seize the opportunity to increase their wealth.
