The mainstream consumer group of household appliances is changing. This generation of young people, especially "generation Z", with their strong consumption power and distinctive consumption characteristics, said a loud "hello" to the whole market.
Some people say that among the current four types of consumer groups, the generation Z group is really free from life pressure. These people are becoming more and more confident, patriotic, and pay attention to art and innovation; They have enough personality and Avantgarde, pursue fashion and trends, love challenges, and are willing to accept new things. They have become a force to guide "positive consumption" in China's consumption environment. Cost performance, social media, brand experience, product appearance & innovation are their consumption concepts. Traditional household appliances and marketing methods have been difficult to meet their high-quality "new and strange" requirements.
In 2021, "hunting" generation Z, household appliance enterprises are reaching "Youth" from the perspectives of brand, product and marketing. It can be seen in the market that in order to adapt the brand to the style of young people, idol has been invited as a brand spokesperson to become a "new way" for the enterprise to cater to generation Z, such as diri Reba, spokesperson for Lek cleaning appliances, Wang Yibo, spokesperson for oaks air conditioner, Xiao Zhan, spokesperson for stone technology, and Yang Mi, spokesperson for Siemens Home Appliances... Young high-quality idols not only bring their own traffic, but also their icon characteristics, but also embrace generation Z. However, it is equally important to make products more attractive if you want to be one with young people. Therefore, while AI, IOT, 5g and other technologies are more and more applied to household appliances, household appliance manufacturers are also trying to change their styles to make the appearance of household appliances more innovative and aesthetic. In terms of marketing, in order to better meet the needs of generation Z's better deal & shopping easier, new models such as social fission, community group purchase, shopping together and live broadcast marketing have begun to rise. Household appliance enterprises are increasingly aware that whoever first catches the heart of "generation Z" will seize the opportunity of the future household appliance market.
