On April 17, based on the insight into the consumption characteristics of new youth, Tencent's advertisement was first targeted at new youth, with WeChat and Tencent News as the core positions, and combined with home, real estate, automobile and other industries to create a heavy marketing IP-oriented to the pan-life industry-New Youth Life Festival.
Festivals are popular marketing methods for young people, but the New Youth Life Festival is quite different from other festivals. Wu Chunyu, the planning director of Tencent Advertising Life Service Center, said that the traditional e-commerce festival hopes to make users have the impulse demand to pay bills through complex full-reduction algorithms, and this festival created by Tencent hopes to gradually influence users' minds through subtle ways, thus opening up new growth trajectories for low-frequency and high-consumption industries.
New youth's consumption view: paying for love
The past 30 years have witnessed the rapid economic growth in China, and the new youth group is also the biggest beneficiary of the economic growth dividend. Rich life has given them stronger cultural self-confidence, and also cultivated their completely different consumption concepts.
The data shows that among the new youth consumer groups, 95% consumers will know and learn industry knowledge and information in advance before entering the consumption channel; 82% of consumers have made a consumption decision before entering the purchase channel. This shows that the new young consumers have changed from the promotion drive in the past to the spiritual drive.
Not only that, the new youth groups have a wide range of interests and hobbies, such as e-sports, second element, national style and so on. The once seemingly niche industry has gradually become a mass industry under the impetus of new youth groups. For this reason, in terms of consumption, new youth groups are also more willing to pay for their love, which is often interpreted by the outside world as consumption upgrading, but in fact, this is the consumption concept and values of this generation of consumers.
Different from other FMCG products, houses and cars cost more, so the consumption decision-making cycle is often longer. For example, the consumption decision-making cycle of food and beverage, beauty cosmetics and daily chemicals, clothing and other industries may be only 1-2 days, while the consumption decision-making cycle of home and automobile industries is as long as 9-30 days, and the consumption decision-making cycle of real estate industry is 2-3 months.
For the new youth group, such a long consumption decision-making cycle is actually a process of finding value recognition. Under the same conditions, brands that are more in line with personal tonality or personal values are more likely to win their favor.
In the past, for the low-frequency consumption demand, the daily knowledge reserves of new youth groups were often obtained from the Internet or from friends around them, but this information acquisition method was usually not professional or accurate enough. Tencent launched the New Youth Life Festival to solve this problem.
Tencent hopes to build a communication bridge for the new youth groups and deliver credible and reliable information to them. "So the goal of Tencent to build this festival is not to sell many products, but to help the new youth groups open their eyes and broaden their thinking and decision-making boundaries," said Shi Saifei, deputy general manager of Tencent's advertising industry sales and operation.
Do what you like and sing along.
Followed by live broadcast. In the New Youth Life Festival, Tencent will use Tencent news, video number and brand applet live broadcast to jointly issue "life festival benefits" for new youth, as well as its own resources in public and private domains, and make the biggest sound for the live broadcast activities in a short time.
In addition, during the live broadcast, Tencent will also help the low-frequency and high-consumption industries to try the possibility of multi-link transformation, such as connecting platforms and consumers through preferential collection, online consultation and appointment experience.
In addition to position construction and live broadcast, the last core element is effect transformation. In the New Youth Life Festival, Tencent Advertising will use data and technical capabilities to find a new breakthrough in cross-category joint marketing and help advertisers achieve double-line boost of products and efficiency.
It is worth mentioning here that the "Life Compass" data project that Tencent Advertising is trying will realize the collaboration and application of upstream and downstream data capabilities in the industry. For the real estate industry, Life Compass will study the upstream industries closely related to real estate, such as wedding, mother and baby, automobile and home improvement. And then lock in the demand crowd in advance, and study the timing of transformation, and then optimize the characteristic model of the real estate industry. In this way, housing enterprises can seize the new youth who are about to transform in a more accurate time and scene.
In the first stage of "New Youth Life Festival", it will be the first to open the "423 New House Festival" jointly created by Tencent and Ke Holdings Inc During the event, users will see the entrance of the New House Festival at the bottom as long as they open the Tencent news client, and it is easy to find the new house content customized by Tencent and Shell.
In addition, Shell will fully mobilize the brokers connected with the platform to provide new young people with full-process house purchase services such as professional house purchase consultation and special auto show, further enhancing consumers' house purchase experience and efficiency.
Shi Saifei said, "The significance of our New Youth Life Festival is to explore the linkage between industries, starting with real estate, then extending to more other fields, and then providing more growth possibilities for everyone in the scene of new youth's new consumption."
As far as the whole Tencent Group is concerned, it is positioned as an "industry assistant", which not only helps the industry realize digital transformation, but also helps the industry seek new growth. Through the creation of the New Youth Life Festival, the multi-dimensional ability of Tencent's entire ecology has been demonstrated, especially in gaining insight into and acquiring new youth consumer groups. Tencent has become an important bridge for corporate customers to connect with the future.