#해외뉴스 #컬쳐


중국의 Z세대는 브랜드를 변화시킨다


 2020. 09. 14 

 by. Carol Huang @ Campaign

중국의 Z 세대는 가능한 모든 방법으로 중국의 브랜드 환경을 변화시키고 있습니다. 제품 포지셔닝에서 소매 전략, 마케팅에 이르기까지 30 세 미만의 사람들은 중국에서 브랜드 선호도를 바꾸는 주요 의사 결정권자의 역할을 하고 있는데요.


중국의 견과류 스낵 브랜드인 Three Squirrels는 온라인에서만 판매를 하는 작은 기업이었는데요. 자사 제품을 여러 인기 TV 시리즈에 포함시키고 젊은이들이 대부분의 시간을 보내는 소셜 미디어에 많은 투자를 하면서 Z세대의 눈에 띄게 되어 중국 100대 브랜드에 선정되었습니다. 중국의 운동복 브랜드 Li Ning도 '옛날 운동복' 이라는 인식이 있었는데요. 디자인을 바꾸고 외국패션쇼에 참가하면서 인지도가 높아지자, 이를 포착한 Z세대 사이에서 트렌디한 브랜드로 자리잡았다고 하네요.

BRIEF

China's Gen-Z affects brands in every aspect

 

ASIA's TOP 1000 BRANDS: People under 30 are bringing upstart brands to the fore, rejuvenating old brands, taking increasing pride in buying domestic—and keeping marketers on their toes. 

GENERATION Z: DRIVING BRAND PREFERENCE SHIFTS IN CHINA Generation Z is changing the brand landscape in China in every possible way. From product positioning to retail strategy to marketing, people under 30 are the major decision-makers shifting brand preference in China. 

For example, take Three Squirrels. While the name might seem strange (except to certain Campaign staffers) the brand increased its brand ranking by 43 spots and made it to the top 100 brands in China this year. Three Squirrels is a popular nut-snack seller in China. Founded in 2012, it started as a small Taobao store. It soon caught people's attention with its cute packaging and user-friendly service. According to Three Squirrels, about 62% of its customers are aged between 21 and 30—mostly working women in top-tier cities. These people don't like the old style of purchasing snacks offline. They want a fast and customized service that makes them feel valued. They also want to be on top of trends.

 Three Squirrels Three Squirrels has put its products into a number of popular TV series and invests heavily on social media—where young people spend most of their time. 

"For marketers, trend movements help to highlight the most promising audience segments in China—namely Gen Z, small-town youth and the middle class," said Claire Zhao, vice president of strategy for China at Essence. "These segments are typically classified as core targets for most brands, and this is reflected in the media channels that brands choose to utilise when promoting campaigns." 

 Generation Z can also rejuvenate old brands. Li Ning is an example. It is the seventh strongest local brand this year in China. Li Ning used to bear the stereotype of "outdated sportswear". But it recently became a trendy superstar among young people. With new designs that fit the post-modern trend, Li Ning's several debuts on Paris and New York fashion week rebranded it as fashionable and young. This is a trend welcomed by Gen Z, and Li Ning is part of a China-centric design trend across all local brands, known as 'China chic'. 

Li Ning "China-chic is not a trend that stands alone as something unique to China," said Zhao. "Its rise is the combined outcome of the global nostalgia or retro trend reflected in local style and design elements, as well as the uptick in China’s economy. This is similar to the demand for ‘Made in Japan’ goods in China, which has been sustained by the rise of cross-border purchases via e-commerce platforms." For campaigns communicating China chic products, brands usually focus on social media, e-commerce, livestreaming and key opinion leaders (KOL) to generate buzz quickly. "For newer brands, this approach can potentially help them to overtake existing big players quickly," said Zhao. 

Gen Z consumers increasingly favour domestic brands. Favouring local brands reflects the changing mindset of consumers in recent years, as Zhao observed. Covid-19 and the economic downturn have reinforced the pursuit of value for money, rather than brand fame and a premium feeling. Choosing local brands is now seen as a smart choice, instead of merely picking the more affordable replacements of international brands; it's something consumers publicly express and brag about on social media. 

"Given the advantages in domestic manufacturing, local brands can also offer an always-on renewal of products and produce an extensive variety of products tailor-made for local consumers on time," Zhao said. "Additionally, local brands are generally more familiar with local tastes and can be quicker in adapting to changing trends. This is particularly well-received by many young consumers who care more about style and speed rather than the origin of brands, and hence, likely demonstrate a higher affinity towards local brands than previous generations." 

So we are not that surprised to see more and more brands starting their livestreaming and social media pages to do a better job of talking to young people. Everyone wants to grab the main consumption power in China, that is the future.


아~ 설레. 는대로 N개의 자아를 기르는


고아라 


기본에 충실한 삶을 지향하는


장하나 


스스로를 감동시키는 삶을 살고 싶은


문보현 


블랭크의 브랜드디자인 디렉터


김현미 #블랭크 코퍼레이션

아~ 설레. 는대로 N개의 자아를 기르는


고아라


기본에 충실한 삶을 지향하는


장하나


스스로를 감동시키는 삶을 살고 싶은


문보현


블랭크의 브랜드디자인 디렉터


김현미

#블랭크 코퍼레이션


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