Today, the main force of Chinese consumption has gradually tilted towards the Z generation. How to grasp the pain points of the consumption of the Z generation is a difficult problem faced by modern marketing. "Social death" refers to social death, which means making a fool of yourself in public. It's embarrassing to the point where people just want a crack in the ground. This article analyzes the new trend of network marketing by grasping the consumer psychology of the Z generation and combining two real marketing management cases.
Recently, the tea brand Michelle Bingcheng came out of the circle with a magical theme song and became popular. Since the theme song MV was released on the B station on June 3rd, its playback volume has exceeded 10 million, and many Chinese netizens also commented on it. Carrying out research and secondary design creation has accelerated the viral spread of learning this musical theme song.
BUG in Gen Z Marketing, "Social Death" Marketing
The brainwashing melody, awkward lyrics, and MV made many netizens shout, "It's uncomfortable if you don't listen to it for one day, but it's hard to listen to it for a day." Some netizens commented: "Before listening to it, I thought that Michelle Ice City must have made money, and even spent money to do it. A song of his own brand. After I listened to it, I found that he probably still didn’t make much money.”.
Most of the stores in Michelle Ice City took advantage of this shareholder to launch the "Sing a Theme Song for Stores for Free" campaign. But there are still many Michelle Bingcheng stores that did not participate in this event, which also led to many people risking "social death" to go to the store to sing the theme song, but were told by the dazed clerk that the store did not participate. The activity directly led to the second "social death".
Coincidentally, in early telemarketing list March, Mihayou's game "Genshin Impact" and KFC launched a limited package "Tivat Enjoy Bucket" package and character badges. At the same time, from March 13th to March 14th, buy a designated set meal and say the command "Meet in another world, enjoy delicious food" to the clerk, you can get a pair of Yuanshen xKFC linkage badges.
This package is dubbed the "Social Death Package" by netizens, because the audience of two-dimensional games such as "Yuan Shen" generally gives people the impression of introverted, "middle two" and "house", and their emotions are mostly injected into the virtual world. , and show less in the real world, so when they stammered out the slogan for their favorite game props, they would feel very "social death" due to the psychological gap, especially when this event After leaving the circle, many passers-by also went to watch the fun and watched the scene of "Social Death".
BUG in Gen Z Marketing, "Social Death" Marketing
Why do these corporate marketing campaigns kill consumers, but make consumers and bystanders buy?
In fact, "social death" marketing, in other words, social marketing, is a product that adapts to economic development. In an age where everyone has a smartphone, customers are not just customers, but an immeasurable network of relationships behind them. However, many companies only see this network and rack their brains to get consumers to like, comment, and retweet, but ignore the ambivalence of Gen Z consumers.
On the one hand, Gen Z is very handy with the application of the Internet, rushing to the front line of new information every day, coming into contact with new things and new ideas, and their social circle is indeed a good platform for sharing and communication.
However, on the other hand, as the generation with the largest proportion of only children, they are alone and not alone after leaving the Internet. They pour their emotions into the virtual world and they will intentionally avoid social interaction, and they will be indifferent to people and things they are not interested in. Hope to be disturbed by others.
For example, they would rather go to Weibo to find a mutual aid group of strangers than send mutual aid links to relatives and friends to help them "slash a knife". They are immune to word-of-mouth just sharing products on social platforms, and helping others collect likes is their "last resort".
For Gen Z consumers, they are more inclined to experience a lifestyle than buy a product.
American futurist Alvin Toffler also said in "Future Shock": "The next step in the service economy is to go to the experience economy, and businesses will win by providing such experience services." He proposed the concept of experience economy: emphasis on customers Sensitive satisfaction, and pay attention to the psychological experience of customers when consumption behavior occurs.
What affects Gen Z consumers' decision-making is not necessarily the quality of a product's production performance, but the process of perceiving, consuming, experiencing, and products to discover their inner needs and find a sense of