Young people are no longer willing to endure the rough life-style, but they expected to construct better quality life through the choice of brands, this kind of pursuit is related to aesthetic and personality, environmental protection and health, and the ultimate business world.
When XIAOMI mobile phone explained itself "born to enthusiast ", and when Smartisan phone presented its phone as "born to be proud ", you should have realized that a new brand era was coming in china.
In this era, the price will no longer be overemphasized; and practicality is not very important for the product. The significant point for a brand is to consider how to give consumers a pleasurable experience, and build a high-quality life for them, because of these brands have to face a group of people who was never appeared before in China. These people grew up in a better economic environment with widely use of Internet; they have wide vision, and they following fashions; they pay more attention to the environmental protection and health. They are the urban young people who were mainly born in 80s.
When these young people begin their career, they will have independent economic capacity and decisions right on consumption,。their choices is different from the choices of last generation. They are willing to pay more for a better mineral water, and to spend more money on high-end cars, it is in sharp contrast to the elder generation who went to the supermarket to buy cheaper eggs and saved money just in case.
This year, for CBN, is the sixth years to investigate "the top brands" in companies, each year we try to find out the latest popular brands through analyze the results of the survey. We decided to talk about the escalation of consumption in this year.
The most noticeable manifestation of this "escalation" is the price. We found that, the people are increasingly willing to spend more on expensive brand. In our findings, it is the first time high-end water brand Kunlunsan instead of Wahaha, moved into the top 5, but in terms of price, the average price of Kunlunsan is 4 to 5 times of Wahaha’s price; in the selection of cooking oil, nearly 8% of the people chose Olivoila olive oil, which is 8 times of the people who chose Jinlongyu; the same as skin care products, the high-end brand Estee Lauder is the first choice for 10.2% respondents in this year, is more than L'Oreal which is low-end brand.
The trend is the same when it comes to cars. For compact car, luxury car brand Mercedes Benz got a score of 6.14% and moved into the top 5 for the first time, actually, the score of BMW is only 1.53% two years ago; while for the medium-sized car, Audi exceed VW for the first time, it becomes respondents’ first choice, in addition, Volvo, Cadillac, Infiniti and other luxury brands also got more votes.
Except the brand survey, we also surveyed the choice of models. SUV is the most popular models in recent years. More specifically, Audi Q5 topped the list, it exceed Volkswagen Tiguan. If we compare their cheapest models, the price difference is 150,000 yuan.
But obviously the price is not the only reason for the change. Brand is a label of people’s life attitude and life-style. The label does not just mean the price but it has more metaphorical meanings.
The first choice of living product is still IKEA; it is a furniture retailer and has strong European style. In this category, another retailer MUJI is also becoming more and more popular in our survey. In the top brand inquiry, the score of this brand has been growth for 3 years, which from 9.9% in 2012 to 16.23% in this year.
For clothes and electronic products, the young people pay more attention on stylish and design than others. NewBalance uses exaggeration and multiple colors on its sports and leisure products, it makes NewBalance replace Li Ning ‘s position, so it became the third favorite brand, only behind Adidas and Nike.
Furthermore, the brand has a long-term brand communication will leaves young people with a more friendly impression, such as IKEA and MUJI. The share of soda and WEIQUAN increased, which results from young people’s pursuit of healthier lifestyle. They think Coke makes us fat, but soda does not; and compare with traditional packaged juice, the cold chain transportation and storage of WEIQUAN can offer a more healthy experience.
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