According to the "National Tide Brand Young Consumption Insight Report", 785% of consumers prefer to choose Chinese brands, among which Generation Z, represented by the "post-90s" and "post-00s", contributed 74% of the consumption share and became the absolute main force.
Young consumers want to express their unique tastes and cultural identity through consumption, so as to gain emotional value.
"Guochao" is not only the "favorite" of young consumers, but also the magic weapon of major new and old brands. If the brand wants to break through, in addition to affixing a distinctive national fashion label, how to explore more possibilities? Yu Chun Jin is positioned as a national tide cultural jewelry brand, creating a series of "Royal Joy and Four Joys of Life", transforming Chinese happiness culture into a symbol of joy ornaments, witnessing the four happy moments of life, and opening up a new breakthrough for the first-class jewelry market.
Royal Pure Gold Royal Joy Series
Meet the vision of the Chinese people's happy event.
As one of the most classic traditional Chinese cultures, Xi culture has been inherited in the fertile soil of Chinese culture for thousands of years and still has far-reaching influence in modern society. Chinese refer to happy events, happy events, good things, and happy things as "happy events", and the newlywed is happy, Tim Ding is happy, going to school is happy, and reunion is also happy.
Royal Pure Gold has created a national tide cultural jewelry series - "Royal Joy and Four Joys of Life" series with joy culture, witnessing the four happy moments of life, satisfying consumers' emotional appeals to express joy, and adding joyful decorations to happy events. The brand has an emotional resonance with consumers and carries the "happy moment" of consumers.
Insight into the consumption scene of happy events
Witness the four joyous moments of life.
Joy culture represents happiness, beauty and auspiciousness, and is the sustenance of people's wishes for a better life. The "Four Joys of Life" series combines traditional cultural elements of happiness with fashion trend design, matches the joy decorations of new representatives to meet the needs of joy, and derives four major happy event consumption scenarios.
"Tying the Knot" represents the wedding of the newlyweds, "Happy Timing" symbolizes the joyful blessing of the growth of new students, "Happy Theme Gold List" brings the glorious celebration of going to high school, and "Happy Reunion" witnesses the joyful moment of family reunion. As the emotional bond that connects the chapters of life's happy events, it injects good wishes into the highlight moments of life, so that the emotions can be continued and inherited.
Yuki series image area
Create a space for happy events.
Yu Chun Jin carefully set up the "Yu Xi" series of image area, not only to display the four major happy event products in life, but also to create a national trend for consumers to consume happy events, so that consumers can become a good memory of every happy event, and interpret the feelings and romance of unique Chinese happy events.
Multi-dimensional marketing
Reach consumers with joy.
Yu Chun Jin is well versed in the marketing method under the "national tide era", and through the emotion and value conveyed by Xi culture, consumers can find a kind of identity, cultural belonging and emotional resonance, thereby increasing their loyalty and sense of belonging to the brand. The brand superimposes the value of "Yuxi" with the attributes of celebrity couples who are happy and happy in life, and through the unboxing and wearing drainage of many bloggers, it reaches the mental cognition of "Yuxi" in Generation Z consumers.
In the future, Royal Pure Gold will continue to deepen its understanding and excavation of Xi culture, meet consumers' yearning for a happy life, and make the brand more culturally influential and durable. With the continuous upgrading and innovation of Guochao jewelry brands, Xi Culture will continue to become an important force for the brand to attract consumers' emotional value.