Why don't young people love time-honored brands?

When most time-honored brands are in their forties, fifties or even centenarians, they are often troubled by a question: Why are their products/services so good that young people don't patronize them? Why don't young people love old brands? Faced with the situation that the post-90s generation has grown into the main force of new consumption that can't be ignored in the market, most time-honored brands often pay attention to their hearts but don't know what to do and dare not act rashly. Of course, there are also many brave online celebrities who follow everything, but the cost is very high and the harvest is very small.

However, if you carefully observe these young people, you will find that for those who grew up in the background of the rise of the motherland and experienced major events with extremely high internal cohesion such as SARS and Wenchuan earthquake, "feelings for home and country" have already taken root in their hearts, and time-honored brands should have the opportunity and status to gain a place in their hearts.

Based on more than 20 years of practical experience in brand strategy consulting, McGrady can say for sure: the next five years of the old brand will be decided by its youthfulness, and the old brand can do it!

In the following pages, we will start with the origin of this problem-young people's cognition of time-honored brands, and lead everyone to solve the mystery that "young people don't love time-honored brands".

Cognition: domestic products > time-honored brands in business; old?name?in?business；time-honored?brand

Looking back at the revival of "national tide" on 20 19, the natural affection for "domestic products" exists after 1990. However, compared with the young domestic brands that have grown rapidly in recent years, the old brands labeled with domestic products have not received ideal attention in this "national tide".

McGrady saw that under the seemingly fiery wave of domestic products, there was a worrying fact-for the Z generation (people born in 1995 -20 10), the time-honored brand had an all-round strangeness. In their eyes, time-honored brands are no different from other brands, and they are all new brands that have just appeared in the consumption field of vision. This strangeness is first manifested in consciousness. Of the 160 time-honored brands surveyed, only 19 are known to Generation Z. This strangeness has also become the biggest obstacle for Generation Z to try old brands, and 43.5% of Generation Z people gave up trying because they "don't know what this brand is for". Don't understand, can't remember, can't see, can't buy, these obstacles make the old brand and Z generation have a natural gap.

At the same time, generation Z does not blindly worship overseas brands, and domestic products are favored by generation Z. In the eyes of generation Z, there are more domestic brands than old brands; Some time-honored brands are not childhood memories with historical aura and nostalgic feelings, but domestic products belonging to the same camp as many brands such as Li Ning and Huawei. In this consumption boom, some time-honored brands have successfully integrated into the Z generation world under the banner of "domestic products".

Generation Z's cognition of time-honored brands and domestic products has undoubtedly created new opportunities for brands. The "feelings of home and country" have penetrated into the hearts of the younger generation because of the "anti-epidemic" of the whole people, and the foreseeable retaliatory rebound of consumer sentiment after the epidemic. In the long run, the road to brand rejuvenation is full of challenges, but it is also accompanied by great opportunities!

The reason why time-honored brands moved the post-60s and post-70s is that when they were young, time-honored brands grew up with them and carried the memories of this generation. However, for Generation Z, everything has just begun. The first thing an old brand should do is to let go of its "old" figure, catch the "domestic" express train, return to the vision of young people, and constantly accompany the growth of every generation of China people. Time-honored brands want to talk to generation Z, so it is better to appear in front of generation Z as domestic products.

New experience: outside the cultural circle, emotion * * *

Because of the different contact time with time-honored brands, compared with other elderly consumers, time-honored brands have not been integrated into the daily life of young people and become an indispensable part of daily life. The survey found that the intimacy between generation Z and time-honored brands is far less than that of other groups. However, it is worth noting that although they don't know about time-honored brands, they are willing to know about related cultures.

This is because the younger generation who grew up in rich material conditions is more patriotic. They are not only more interested in traditional culture, but also spontaneously absorb and spread traditional culture, becoming the pioneers of the "traditional culture revival movement" and pushing minority hobbies into public view. At the same time, with abundant material conditions, Generation Z pursues spiritual experience, value and emotional identity, and is willing to pay for spiritual experience.

Many time-honored brands are not only commodities, but also inheritance platforms of intangible cultural heritage, bearing important traditional and commercial cultural values. Generation Z wants to know that this is an opportunity that time-honored brands should seize: through offline cultural experience, it will open a window for generation Z to know time-honored brands, realize the organic connection between "new" and "old", and build a bridge from "culture" to "business".

Coca-Cola, a world-renowned time-honored brand, has also been actively creating a "Coca-Cola culture". From 65438 to 0990, Coca-Cola established the "Coca-Cola World" in Atlanta, the capital of Georgia, the birthplace of its brand, which integrated the development history of Coca-Cola with the growth history of fans, and formed interesting interactions with fans from all over the world in the form of immersive experience, so that the "Coca-Cola Culture" was continuously passed on and its social value was expanded. The world of Coca-Cola not only sells and spreads the cultural value of the brand, but also adds commercial value to it through one-stop consumption-the hot sale of peripheral products.