On January 5, at the Dewu 2023 Youth Power Brand Conference, the international authoritative consulting organization Roland Berger released the latest white paper, revealing the three major consumption characteristics and six new consumption propositions of young people, and giving the latest consumption insight and industry inspiration.

Coach, MICHAEL KORS, Ferragamo, Wilson, YONEX and other 167 most "youthful" brands in various consumer fields, won 11 awards including youthful pioneer trend, best youthful influence, best youthful product design, etc. Brand case analysis, sharing the opportunity and methodology of "Youth Power".

Dewu 2023 Youth Power Brand Conference

　　In order to help more brands seize the potential of future consumption, in 2023, Dewu App will further expand consumer categories, co-build with more brands, and continue to improve user consumption experience.

At the same time, Dewu App announced the "2023 Brand Plan". Through the four major actions of heavy resource support, open private domain, operation support, and two-way communication, it will help more high-quality brands build young traffic domains, operating fields, and marketing capabilities in Dewu. , Service force.

260 million young people will drive trillions of consumption, promote stronger consumption potential, higher consumption frequency, and more consumption increment

　　Now, economic and consumption recovery has entered an important window period, and consumption driven by young people with a higher marginal propensity to consume will be the first to recover.

The white paper jointly launched by Roland Berger, the Consumer Market Big Data Laboratory of Fudan University, and Guanghua Research Institute, through the survey of young data samples and users on the Dewu App, found that the core of young people shows high potential, high vitality, and high profile. The three differentiating characteristics will restructure the consumer market, bringing stronger consumption potential, higher consumption frequency and more consumption increments to the consumer market.

　　According to the 2020 data from the National Bureau of Statistics, the total number of births from 1995 to 2009 was 260 million.

The current total consumption expenditure represented by the post-95 generation is 4 trillion yuan, and it is expected to grow to 16 trillion yuan in 2035.

Among the 260 million young people, the penetration rate of Dewu App users has exceeded 70%.

"In the face of a trillion-dollar market size, young people are the representative of high-margin consumer propensity groups, who are usually more optimistic about economic growth and income prospects, and will take the lead in increasing consumer spending." Chen Cheng, executive director of the China Guanghua Science and Technology Foundation Research Institute, said. "From the Dewu App, we can see that these young people's current strong consumption power and optimistic consumption expectations have shown high consumption potential."

　　The high vitality of young people's consumption is reflected in the fact that there is no "slow and peak season" for young people's consumption, which brings higher consumption frequency and stronger willingness to pay.

The data in the white paper shows that young people’s consumption hotspots are more diversified. In addition to buying daily necessities, they are willing to buy good things to reward themselves and others. Yuan.

From New Year's Day, New Year's Day, winter and summer vacations, Valentine's Day, 520, Qixi Festival to year-end Christmas, it shows unique vitality in holiday consumption and holiday gifts that last throughout the year.

　　The high-profile nature of young people's consumption will bring more consumption growth.

The white paper shows that young people on Dewu App are more willing to pay for quality, experience, aesthetics, and values.

In terms of quality, post-95s have higher requirements for raw materials, craftsmanship, and functionality of products: 73% of users are very concerned about whether the products they buy are authentic, and quality has become one of the three most important factors in trendy consumption; in terms of aesthetics, 76% of the young people "draw circles with aesthetics" and have a greater sense of identity with people who share the same aesthetics; in terms of values, the new generation advocates "value resonance", and 71% of the post-95s will agree when their values ​​match the brand values. more willing to buy.

"From the perspective of the structure of consumer goods, these differentiated consumer goods that are closely related to the quality of life, spiritual culture, and social activities of young people, such as sports, fashion, bags, etc., stimulate the marginal consumption propensity to increase and bring new opportunities to the consumer market." Chen Cheng said.

　　Zhang Yina, director of the Consumer Market Big Data Laboratory of Fudan University, said that the strong consumption power of young people on the Dewu App and their positive and optimistic expectations for future consumption are becoming a new force in consumption, stimulating domestic demand and expanding China's consumption capacity; Young people’s enthusiasm and strong demand for beauty, quality, fashion, and trends on the app can be seen in young people’s characteristic new consumption, which brings new opportunities to the industry and brands, and promotes the overall upgrading of the consumer industry.

6,950 brands occupy the minds of young people in Dewu App: integrate into the circle of interests, establish a product matrix, and extend emotional value

　　In 2022, a total of 6,950 high-quality brands such as the world's top brands, well-known sports brands, and fashion brands will gain new young consumers on the Dewu App.

Shi Wenyi, head of Dewu’s App transaction business, said, “Dewu chooses the best brands in the industry. In fact, when we introduce each brand, we will carefully study the brand’s founding year and background. Positioning, even mission and values; Not only do we hold high standards when we settle in, we will also do regular cleaning, remove products that are suspected of being patterned, and return non-original brands; we believe in a clear attitude and standards in product selection It is precisely the cornerstone for us to attract young people." At this event, 167 brands from various consumer fields were voted as the most "young" brand in 2022 by young people on Dewu App. , Establish an exclusive product matrix for young people, and communicate the emotional value of young people.

　　Well-known sports brands such as Adidas, Anta, and Li Ning, professional sports brands such as DESCENTE in the fields of skiing, skateboarding, and cycling, have integrated more young "interest circles" through the Dewu App, further amplifying the brand's professionalism and realizing consumer groups. Break the circle.

Coach, MICHAEL KORS, Ferragamo, VERSACE and other luxury brands have established a product matrix dedicated to young people on Dewu App, gaining younger user groups, more competitive business growth and more sticky "loyal fans".

There are also brands that create surprises for young people through exploration and innovation cooperation with Dewu App, enrich the consumption experience, and extend the emotional value of the brand.

　　"Getting the power of youth can help brands understand the real demands of young people and transform them into improvements in products, services and concepts." said Jiang Yunying, associate partner at Roland Berger. "This is crucial to the future development of the brand. We We have seen that a number of excellent brands have found the core consumers, met the essential demands of young people by providing differentiated product and service experience, and exported their own opinions through the familiar methods of the new generation, leading the trend.”

Reshape consumer confidence, how can brands embrace youth in 2023?

　　In 2022, nearly 7,000 brands will continue to benefit from the official cooperation with Dewu App.

Shi Wenyi, the person in charge of the trading business of Dewu App, said that in Dewu App, young people will experience a cycle of appreciation, search, desire, purchase, satisfaction and sharing, and transfer and replacement of brands.

From the consumption cycle of young people and the cases of excellent brands, Dewu App extracts the ADDICT model to help brands and users create a consumption experience with as many as 13 key touchpoints, and realizes from grasping users, insight into trends, new product development, interactive experience, The value chain of commodity trading, emotional communication, word-of-mouth accumulation, and repurchase transformation achieves a cycle of youth power.

　　In order to help more brands build youthful power, Dewu App announced the "2023 Brand Plan", which will build a brand in the young traffic domain, Marketing force, operation field and service force.

　　Shi Wenyi introduced that for the traffic domain, Dewu App will invest tens of billions of free traffic, one billion special rate subsidies for "differentiated products", high-quality new product launch resource packages, high-growth brand customization joint business plans and other heavy resources to promote Form a new entrance for brand traffic and help brands accurately reach young consumer groups.

In terms of marketing power, Dewu App will build an exclusive brand homepage operation position to provide brands with insight into global core groups, rights and tools to reach global core groups, and help brands reach a wide range of young people more efficiently and promote brand business growth.

For the operation field, the Dewu App will provide brands with business management and category consumption trend dashboards. Through the dual flexible fulfillment mode of brand direct delivery and Dewu warehouse delivery, dual customer service of the brand and the platform, and joint delivery of the brand and the platform, the brand crowd will be doubled Asset accumulation and upgrade efficiency.

In terms of service capabilities, Dewu App will invite brand experts to form a Dewu think tank to conduct regular brand satisfaction surveys, listen to brand feedback, and build long-term co-construction with high-quality brands.

"As more and more brands enter Dewu, Dewu's diversified support policies will also help more and more brands win the new generation of consumers."

　　"In 2023, Dewu App will continue to invest and make efforts in consumer products that young people are interested in, such as trendy shoes, bag accessories, clothing, etc., sports outdoors, trendy art, two-dimensional IP, etc., and will also vigorously develop beauty products. Cosmetics, digital, food and beverages and other consumer products; in terms of brand co-building, Dewu App will jointly build the influence of young people with the brand; in terms of consumption experience, Dewu App will continue to create consumption experience on key touchpoints , do a good job in every 'emotional link' between the brand and consumers." Shi Wenyi said.

　　Yang Bing, founder and CEO of Dewu App, said, "In the past, Dewu was a witness and promoter of 'Youth Power'. In the future, we hope to explore more diverse cooperation with more brands in the long term to provide valuable service, richer good things."