After all, the current young group of Generation Z has become a new force in consumption, and major consumer brands have worked hard to grasp their unique consumer psychology and get the key to the new growth of the brand. So, how can you get a customs clearance ticket to get closer to young people?Let's take a look at what the power train and Biboting have done.
Speaking of "power train", before 2022, most people will think that this is talking about rock singing groups. But since 2022, the vast majority of young people have recognized it as also a soda name.
Power Train Soda, formerly known as "Xianjin Beverage Factory", is its exclusive soda brand, which has been 23 years so far, and can be called the pioneering brand of Chinese soda. The concept of soda wine originated from the social wine of Europe and the United States, and after the power train introduced soda wine to China, it has been trying to make it more suitable for young people in China.
Power Train has noticed that young consumers often like to go to night bars to relax after work. Therefore, the first step of the power train is to exert force on the channel. At present, the power train has established sales channels in more than 100 cities in China, and even the bars in the third and fourth tier cities have also sunk. Of course, although there are reliable channels, this is still not enough to support a brand to sit firmly at the forefront of the industry. Power Train has keenly observed that young people's appetite for alcohol has also changed – not only what you drink, but also the atmosphere in which you drink may be more important. As a result, Power Train created an annual exclusive IP event "Chaosheng Festival", according to statistics, during the event, the overall sales of Power Train increased by 801%, which can be said to be quite reliable.
* If consumers can be happy, then online naturally needs to be considered. In 2022, Power Train Soda will form a strategic cooperation with Mango TV to sponsor the popular variety show "The Band's Seaside" (91 point), so that Gen Z consumers have more resonance with the brand, find the self of young people, and create more brand stories.
It is precisely like this, from night shows to variety shows, that the power train has finally entered the hearts of young consumers.
If the power train is only in recent years, the public has made it distinguish it from singing groups. Then Biboting has left a deep impression in the hearts of consumers a long time ago - a big health brand that deeply cultivates traditional Chinese health preservation. It is a good thing that consumers are impressed, but it also makes Biboting encounter a problem when winning over young consumers - traditional Chinese health care may not be something that young people will love so much.
Therefore, in 2021, Biboting began to consider working the appearance of the product. So, is it reliable to improve the appearance of the product?Biboting pointed out that in today's society, the improvement of the spending power of the new generation of consumers is interrelated with the rapid development of the Internet. Such a background and opportunities make the new generation pay more attention to personality, quality of life and appearance level. For example, as social networks continue to expand, people are becoming more and more keen to post **and other good-looking** on social networks to get compliments from friends or strangers. Even in order to make the ** look more beautiful, retouching techniques have become a basic skill that everyone has mastered. This fully demonstrates the importance of the "beauty economy".
Therefore, Biboting and the trendy brand tr**eler'S Choice Tr**Elware has launched a new capsule collection, Capsule.
From the design point of view, the overall picture of this capsule bag is clean and tidy, only the regular convex packaging surface, through the combination of minimalist picture and packaging technology, the texture of the brand's products is expressed. At the same time, the designer uses a refreshing dopamine color matching, aiming to break the cold feeling of healthy products and give users a sense of happiness and peace of mind.
Therefore, when many consumers buy such a good-looking product, their first reaction is to take a photo and then post it on social platforms. Biboting believes that this habit makes the appearance of the product rise into a social currency, and the circulation of social currency will give the product a great chance to obtain a second time, bringing considerable traffic to the product and even the brand. In 2021, Biboting capsule bags became the star products on Xiaohongshu, and even in 2022, searching for capsule packs on Xiaohongshu, Biboting's products are still at the top. As a community with a large number of young consumers, Xiaohongshu is enough to show that Biboting has obtained this customs clearance ticket to get close to young people. Not only that, Biboting believes that while consumers are sharing, they also unconsciously have a deeper and longer connection with products and brands.
To sum up, whether it is Power Train or Biboting, these two brands that have been moving forward in their respective tracks for more than 20 years have gained the green eyes of young consumers. In the future, it remains to be seen how they will go better, faster, and even become the fastest locomotive on the track.