Is The Age Of Trembling Coming? Will You Really Buy Luxuries After 95?

Is the age of traffic at last?

According to the world clothing shoes and hats net, in the past year, music creative short video app vibrato has become China's 95 mobile phone essential.

Although there were international

A successful example of advertising in this application, but is this platform really suitable for the entire luxury industry?

Jitter was introduced in September 2016. After a period of promotion and preheating, it launched in 2017. The number of users in the year exceeded 100 million. It became the second ranking application in Apple China Mall and ranked first in video and photo applications. According to QuestMobile data, the daily activity of jitter increased from 30 million to 60 million during the Spring Festival this year.

The WeChat index of trembling sound has broken tens of millions of levels, 20 times faster than the end of last year.

When the chattering quickly became the first choice for 95 users, the platform such as the US, the potato and micro-blog began to integrate the functions similar to the jitter to retain young users.

The high advertising and low exposure of mature platforms such as micro-blog and WeChat have led brands to turn their voices to seek new business cooperation.

Other brands have worked with jitter.

Although this looks like a promising new field, every platform has its drawbacks, and its vibrato is no exception.

Before cooperation, luxury brands should consider carefully whether the platform is suitable for them.

The following are the advantages and disadvantages of jitter.

Advantage:

1., content on the platform is constantly expanding, including more and more short sighted screens and fewer and fewer counterpart shows.

To shake the voice, it is undoubtedly a good thing to pform to a Vine platform in the US, because it can provide more creativity and possibility for the brand, and help the platform attract more different types of popular users.

Although there are some popular users who specialize in lip service and attract a lot of attention, it is no denying that chattering is still a limited medium.

Similar to Musical.ly, there is a hot challenge for shaking, which is essentially a creative hint to users.

Users create videos according to the contents of the prompts, and videos are displayed on the relevant challenge pages.

For some official account activities, brands can create a challenging content and invite stars or buffet people to record and share videos, and encourage their fans to join in the challenge.

In the pition to more kinds of content, there is no doubt that the brand has more room to launch different challenges.

Michael Kors is the first luxury brand to cooperate with the depth of trembling. Last year, the theme of its challenge competition, the city T station, refused to be shocked. It carried the concept of "THE WALK", which has been a great success in the global digital marketing. It aims to convey "as long as you have confidence and where you are going, you are stretching the platform".

The idea is to encourage users to upload their short video with vibrant fashion, which provides a platform for young people to interpret their personal understanding of fashion.

In the early days of the challenge, in order to get the perfect interpretation of the theme of the brand interaction, Wu Jiayu, J-G, is the three expressive and stylish daring person. The Michael Kors smart watch and the new MERCER bag are used to make the Michael Kors custom sticker props and unique pformation effect and mirror skills.

According to the statistics challenge, which was launched in November 15th, just a week attracted more than 30 thousand users to create short videos spontaneously, reap more than 200 million playback volume and 8 million 500 thousand points, greatly improving the brand influence of Michael Kors in China's fashionable young people.

2. user group analysis

According to Fabian Bern, the 85% year old users are under 24 years old, and 70% of them are women, most of them come from families in the first tier cities.

This is good news for luxury brands.

Earlier this year, a report from Bain pointed out that millennials were the main driving force for the Chinese luxury industry, with 8 per capita purchases of luxury goods in 2017 and 5 in the rest of the population.

At the recent Tmall beauty summit, brands including Estee Lauder, Procter & Gamble and L'OREAL brands said young Chinese women were more willing to invest in luxury beauty products than ever before.

3. cheaper than micro-blog and WeChat.

With the increasing cost of marketing activities on mature platforms such as micro-blog and WeChat, especially micro-blog, there are more and more restrictions, and jitter has become a good choice for advertising.

There are many ways to carry out marketing on vibrato: large international brands tend to cooperate directly with the platform.

Although the price of direct cooperation is relatively high, it can guarantee the breadth and depth of content dissemination.

Another way of cooperation is to cooperate directly with the vibrato.

This is much cheaper than cooperation with the platform, but because this cooperation is entirely dependent on the personal influence of the red man, it can not be expected that the content of the promotion can spread on the platform.

Although the jitter has not interfered directly with the direct cooperation between these brands and users, Bern said: "brands need to realize that if the jitter is directly working with the brand, the red people need to tell them that they have taken the branding campaign.

Otherwise, they may be banned from the promotion work.

4., the promotion effect is more intuitive.

Because Dou Yin is a new mobile phone application, brand promotion activities tend to pay more attention to mobile phone applications.

The brands that work directly with the jitter will have banner ads and challenge topics on its launching challenge page.

In addition, the brand will cooperate with jitter to introduce the exclusive brand filter.

5. jitter provides an electronic commerce link.

People can add links to Taobao and Tmall products in their personal videos, which means that the ability to push sales can be an important part of the effectiveness evaluation.

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Disadvantages:

1. content quality

Although the quality of the application is improving step by step, it is still low in general.

Frankly speaking, there are many videos that are boring.

Since many videos are just being done by others instead of being original, hundreds of thousands of videos appear to be the same.

Vera Wang, the fashion blogger, said that the contents of the jitter were not attractive to her.

"I saw a lot of people talking about chattering, so I started trying to use this platform, but I found that the content on the platform didn't attract me."

2. platforms and users are not mature enough.

Because users of this app are generally younger, sometimes there will be communication problems.

Many of them are still learning how to cooperate professionally with brands.

Some brands are also working on cross platform collaboration, such as working with their favorite micro-blog V, but these bloggers are not familiar with the pattern of jitter.

"I don't know how to create a good vibrato content, which is totally different from what I did before," Wang said. "For me personally, only 15 seconds of video can not express my thoughts, and I can convey more content through one to two minutes of video."

3. the challenge is half success.

Launching a hot challenge is a key factor in the success of jitter advertising.

In the direct cooperation between brand and application, if there is no right challenge topic, advertising activities may fail.

Funny content is very good in this application, but it is a problem for the more serious luxury brands.

Most importantly, Westerners sometimes do not understand Chinese humor, even in China for a long time.

"Sometimes I see some funny movies that are very popular on vibrato. I know it must be very interesting, because it does a good job, but as a foreigner, I can't catch a laugh," explains Bern.

"Of course, you need a local culture to make the right marketing plan."

Will you really buy luxuries after 95?

The post-80s generation is already a target customer group of luxury brands. But after 95, do they really have the luxury of purchasing luxury goods?

On the contrary, the 95 group is basically college students.

Although some of the rich two generation can get a lot of money from their parents, most of the 95 generations still can not afford to pay for luxury goods that they like.

Although the jitter may not be suitable for all luxury brands, it is a good opportunity for those who are willing to try to cooperate.

For the waiting brands, Bern hopes they can join the platform as soon as the platform is growing.

Michael Kors told reporters that this cooperation has touched a younger and more fashionable group. They were not fans of Michael Kors. But through this challenge, they gradually felt that Michael Kors was also a cool brand, refreshed their cognition of brand, and gradually pformed a group of non brand consumers to Michael Kors cognition and goodwill, nurturing young people and pforming them into potential consumers.

How to use social media to expand the influence of young consumers in China's second tier cities is particularly critical. Short video social marketing may be an opportunity.

More interesting reports, please pay attention to the world clothing shoes and hats net.