"Blast the Internet"! The first broadcast sales of Dong Yuhui's new account exceeded 100 million yuan. What new signals did it release?

This article analyzes in detail from four aspects how to stimulate young people’s desire to buy at a time when the trend of “urgent need consumption” is prevalent . Come and take a look.

There is a particularly strange trend in the youth consumer market in 2023. That is, young people, in addition to buying daily necessities, turn the original "non-essential consumption" in the consumer market into their own "necessary consumption".

For example, some netizens are willing to spend money for the values ​​of "fairness and justice" in their hearts. When the public discovered that Dong Yuhui was treated "unfairly", mothers-in-law took sides and wanted to seek fair treatment for the anchor, which brought an unprecedented crisis to Oriental Selection.

And last night, Dong Yuhui independently led the team to conduct the first live broadcast on the Douyin account "Walk with Hui". Data showed that the first broadcast had nearly 2 million people online, the number of fans of the account increased by more than 3 million in a single broadcast, and the live broadcast liked more than 1.2 billion. At the same time, the mothers-in-law also handed in a "answer sheet" with a GMV of nearly 200 million.

Some people say that consumers are paying for "knowledge", others think that young people are consuming for "sentiment", but in Mr. Bingfa's opinion, the consumption of young people this time may not be due to a real lack of a certain product, or a family/personal necessity, but rather an act of paying to show support for the idealism in their hearts. This is also a manifestation of turning non-essential consumption into "urgent consumption".

01 "Non-essential" has become a "must-have consumption" for young people

Coffee and milk tea at 9.9 yuan have become the favorites of young people. Offline concerts and music festivals have become popular. Urban tourism represented by Zibo and Harbin has successfully become popular. WalkCity, which is popular among the elderly, has become popular among young people. We find that the current consumer market has gradually weakened the "peak and off-season" phenomenon, and has produced many characteristics of high frequency, diversification and strong experience of young people's consumption.

At the same time, young people choose to consume for a variety of reasons. When they are happy, they want to have a big meal. When they are unhappy, they also want to have a big meal. After a busy period, they want to buy good things to reward themselves. When they have too much free time, they also want to buy good things to relieve anxiety. At the same time, young people eat and drink a lot, and constantly buy probiotics, calorie blocking and other health products to maintain their physical health and inner balance.

From consumers consuming for the values ​​of "fairness and justice" to taking health supplements while staying up late, it proves that contemporary young people will not only pay for "urgent needs". No matter what mood or work status, it seems that young people can find reasons to consume and are willing to pay for elements such as quality, experience, values, health, and hobbies. The changes in consumption habits and purposes have also made the consumption behavior of the younger generation more high-profile, bringing more consumption growth to the market.

Judging from the consumption behavior of the younger generation, their consumption habits have undergone tremendous changes. Product functions and effects are not the only factors driving young people to consume. Instead, those seemingly "meaningless" reasons have become consumer demands that young people have to buy.

Perhaps, those seemingly dispensable consumption scenarios and needs may become necessary reasons for consumers to choose in the future. Faced with the changes in young people's consumption habits and trends, how can brands capture the hearts of young audiences? In fact, brands need to provide consumers with a reason to buy new products.

02 How to provide young people with a new reason to buy?

Whoever wins the hearts of young people wins the world. Brands that maintain keen market insight and constantly seek breakthroughs in internal competition often seize opportunities and meet the ever-changing needs of consumers. How can we provide young people with a reason to buy new products?

1. Segment the market and find new reasons to buy

Because young people live in an era of information explosion, material abundance, and developed social media, the consumption of this group of people is diversified, changes quickly, and has many reasons. On the surface, young people buy products to please themselves, but in fact they want to feel more at ease and happier.

Because they love the atmosphere of life, young people travel thousands of miles to Zibo to eat barbecue; when they can't sleep at night, they drink a whole bottle of water while watching TV series to achieve inner balance and joy; knowing that young people are under great pressure, they have developed ways to relieve stress, such as eating noodles, escaping from a secret room, drinking a cup of milk tea/coffee, and buying a favorite piece of clothing. Consumption that was originally only for the purpose of filling the stomach, entertainment, refreshing, and looking good has become a new reference for young people to relieve stress.

If a brand wants to achieve new breakthroughs, it needs to segment the market, provide consumers with a new reason to buy, and closely link young people’s purchases with their living habits and new cognitions.

2. Give products, services, etc. different values

When product function is no longer the only criterion for consumers to choose whether to consume, the values ​​and emotions conveyed by the brand become important factors in consumer decision-making. Brands that know how to give different values ​​in marketing usually have mastered the code of traffic and consumption.

As a technology brand, Huawei not only attracts consumers with its sense of technology and innovation, but also its creative spirit creates a different kind of emotion in users' hearts, allowing consumers to closely link "patriotism" with the purchase of Huawei products.

Another example is Fenghua. In an era of soaring prices, consumers found that Fenghua’s basic products remained unchanged in price, which made people deeply moved and naturally associated Fenghua with conscientious domestic products.

It can be seen that brands with unique feelings and values ​​will not be buried in this era, and they only need an opportunity to explode.

Today, with the development of social media, products/services with special significance can often trigger young people's desire to share continuously to attract the attention of friends, making seemingly unnecessary consumption a new growing trend.

For example, the small cloth doll Horse Stepping on Flying Swallow became popular because the product is endowed with healing properties, making the ugly but cute Horse Stepping on Flying Swallow a hot commodity in the eyes of young consumers.

3. Experience upgrade to ignite user consumption passion

When consumers are shopping today, they are not only concerned with products and services, but also have a keen interest in the experience of purchasing and using products. In other words, when consumers are shopping today, they not only focus on the basic functions of products, but also consider product experience, consumption atmosphere, and interest. Some consumers even buy products to show off.

Therefore, those precise insights that create new consumption scenarios and produce differentiated product experiences can often hit the mark in user demand. At this time, it is naturally not difficult to get them to pay out of their own pockets.

For example, the recent Harbin tourism boom, which has been popular on the Internet, not only has unique tourism resources, but also caters to the needs of southern consumers for food, travel and shopping, and has successfully ignited the public's consumption enthusiasm. This has not only promoted the development of local tourism, but also provided new ideas for other cities to learn from in marketing.

4. Fusion of multiple elements to create new consumption tracks

If you want to achieve a marketing breakthrough, you need to keep innovating, attract consumers and "hook" their eagerness to try, so that you have a chance to stand out.

For example, after the rise and continuous development of e-commerce, window shopping has been abandoned by many young people, and consumers who go to physical stores are more likely to be older people.

The popular WalkCity combines many factors that young people need, such as "shopping", "relaxation", "city exploration", "social communication", and "environmentally friendly travel". This is not only a way for young people to maintain a healthy lifestyle, but also helps young audiences relieve stress and anxiety and achieve the purpose of relaxation. At the same time, it is also a new way for young people to expand their circle of friends and show their lives.

From this perspective, the new consumer track that integrates multiple elements and innovation may be a breakthrough for new growth for brands. While winning new consumers, it can also form new market competitiveness for the brand.

Author: Mr. Bingfa; WeChat public account: Marketing Bingfa