E era is a net generation, and some scholars call it a new new human being. Refers to the group born after 1975- 1977 with the birth of the Internet. This group exists all over the world. This division method is due to the fact that American demographers divide the American population into three main generations. The first generation is the baby boom (1946-1964), also known as the peak period. This is the climax of babies born after World War II, with a total population of about 75 million, accounting for 1/3 of the American population, and its total income accounts for more than 1/2. At present, they have reached the peak of income and consumption, which is the most profitable market in the United States. The second generation is the baby deliquescence period (1965-1976), also known as generation X. Their total is 40 million. They will replace the baby boomers and become the main consumers of almost all products around 20 10. E era refers to the third generation, that is, the baby boom reappearance period (1975-). This period is the peak of the baby boom. This generation is huge, accounting for about 30% of the total population of the United States. Because E era was born and raised in Sri Lanka, it formed different personality characteristics and behavior patterns. This group has a strong desire for consumption and a strong influence. According to the statistics of American Convergence Technology Alliance, the direct expenditure of American 10 children is about13 billion US dollars, and the amount that affects others' consumption reaches 500 billion US dollars. Therefore, they will play a decisive role in the present and future consumer market. At the same time, E-era exists all over the world, so it represents the mainstream of future world consumption.
Second, the consumption characteristics of the E era
Each generation has its own different background, thus forming different consumption characteristics. For example, among the four generations that divide the population of China, each generation has its own consumption characteristics. For example, the first generation, the red generation, was born between 1925- 1945, with a total population of about 1 100 million. Their consumption characteristics are that they basically have no brand awareness and live a hard and simple life. The second generation is the Cultural Revolution generation, with about 200 million people. They have a heavy financial burden, but they are willing to spend money on their children's education. The third generation is the generation after the Cultural Revolution, with the greatest market development potential. They pursue the so-called five sons: wife and children, houses, tickets and cars. The fourth generation is the same as the third generation in the United States, that is, the e era. The generation born after 1975 are mostly only children in China. They have hardly experienced the era of material poverty. They are taken care of by their elders, and their material life is relatively superior. At the same time, they are deeply influenced by internet culture, which makes them have characteristics that are obviously different from previous generations. For example, curiosity, self-awareness, innovation, precocity, independence and so on. Therefore, it has its own unique consumption characteristics.
(1) option. Some people call the e era "a generation that insists on its own opinions and actively defends its own ideas." They are not used to passive acceptance, but to active choice. The publicity of this choice is due to the development of information media technology marked by the Internet. The natural curiosity in the E era makes them good at and willing to take the initiative to choose information and be willing to communicate in two directions. Therefore, they become precocious and show the ability to choose their own goods in character. Therefore, the "carpet" marketing strategy may not work for this generation. Based on this, it is a great challenge for marketers to get the attention of the E era on the Internet.
(2) Personalization of choice. The independent personality in e era requires enterprises to produce customized products, and they will directly pass on their requirements for product appearance, color, size, material and performance to producers, instead of accepting limited choices in stores. With the continuous progress of technology, E-era will personally participate in production design, so some people call consumers in E-era "producers and sellers". At the same time, the e era needs diversified commodity choices. Their consumption psychology and behavior will often change.
(3) choose diversification. The strong thinking of seeking novelty and difference in the E era will probably end the era of brand loyalty. E era pursues a brand, but often does not stick to a brand. They are always interested in new things in the real world, eager to change their brands and experience different feelings. Moreover, with the development of Internet technology and the great richness of commodities, this change is very easy.
(4) the effectiveness of the choice. E era is a very realistic generation. They admire high-tech products, but they have not faced the fear of previous generations of high-tech. They will not be dazzled by the high-tech fashion appearance, but pay more attention to the value and benefits provided by the products. This kind of value and interest must be true and remarkable, otherwise it will be difficult to stand in the E era.
(5) the interactivity of choice. In e-era, when choosing goods, we like interactive selection. They hope to provide an interactive environment so that they can fully express their opinions, and hope that their opinions on commodities can be fed back and their demands can be met in time. E era will refuse to shop in an environment with insufficient information communication and strong information asymmetry.
Generally speaking, the income level of E era is not high, but their current economic burden is not heavy. They pursue a free life and are eager to experience the cool feeling. For example, I like the relaxed and humorous atmosphere created by cartoon characters. They prefer small and exquisite goods, such as soft drinks, mobile terminals and fashionable clothes, rather than bulky durable goods.
Third, the E-era marketing strategies
In view of the above characteristics of the e era, enterprises can adopt the following strategies in marketing.
(1) The products have various forms and colorful appearances. Individualized consumption characteristics inevitably require diversification of product forms. Strengthen the industrial design of commodities and develop products with different styles and shapes. At the same time, the appearance color should be diversified and keep up with the popular colors of the times. For example, in the mobile phone market, before the birth of Nokia 5 1 10 color shell mobile phone, no manufacturer could enter the general consumer market on a large scale. Because the uniform black makes consumers have no more consumption choices, it was not until the emergence of Nokia color shell mobile phones that there was a breakthrough. Another example is Konka's colorful fairy color TV, with various shapes and colors, which just caters to the consumption preferences of the E era and is a great success.
(2) Personalized brand building and deepening brand connotation. E era pursues famous brands, but lacks brand loyalty. In view of this feature, enterprises should strongly shape the brand's personality, and at the same time dig deep into the depth and breadth of the brand, so that the brand image can be given enough tension. On the premise of unifying the brand personality, we should keep up with the characteristics of the times, expand the cultural connotation of the brand and enhance the brand value. In addition, according to the psychology of advocating "knowledge heroes" and "digital elites" in the E-era, it is also a good strategy to dig up the legendary stories of enterprise founders in some high-tech enterprises. For example, Zhang Chaoyang's personal charm adds a lot of color to the arc search website.
(3) Personalized market segmentation and interactive information communication. With the development of Internet technology, the target market segmentation is not only aimed at a certain group, but also at individuals. In e era, consumers, as real producers and sellers, will participate in the production of goods. Therefore, the market of an enterprise should be every different individual customer. This requires good communication. For example, online virtual communities have become very popular now. One-to-one marketing, relationship marketing, database marketing, Internet marketing and other marketing models will eventually become necessary. For example, in its database marketing, Amazon Bookstore has begun to provide customers with personalized bibliographic recommendations by email based on their past shopping experience.
(D) Flat marketing channels, practical value transfer. Based on the diversified needs of the e-era, enterprises must reduce circulation channels and strengthen the information communication function and service function of channels. Long channels will obliterate the timeliness of information and communication. This is unbearable for the impatient e-era group. At the same time, the knowledge level in the E era is generally high, and it is not easy to be confused by the endless stream of fancy goods, and more attention is paid to the practical value of goods. Therefore, the delivered value should be realistic and practical. They like to try before buying and experience the value of goods for themselves. Therefore, in the circulation of commodities, especially in the terminal market, we should encourage the trial use of commodities in the E era.
(E) Advertising idolization and diversified promotion methods. The age of e era is generally younger, and stars with youthful vitality and personality charm will have a strong affinity for e era. It is a good strategy to choose the stars admired in the e era as product image spokespersons. For example, Wahaha Group chose idol star Wang Leehom, Robust chose Dawn, and Rising Sun Group chose favorite stars Chen Xiaodong and Mavis Fan in the E era after a series of unsuccessful advertisements, and the product sales were a great success. In addition, we should be flexible and innovative in the promotion mode of e-era. For example, big festivals send activities, buy one get one free activities, exhibitions, recreational activities and so on. , coupled with trendy and lively popular advertisements, thus increasing the relaxed and happy atmosphere of the store and promoting sales.