Sports Brand Promoted 618 Times And Filmed Z Generation.

A massive 618 electricity Shopping Festival, which began on May 25th at zero, lasted until June 20th, and all the brands were rushing to run for this marathon Shopping Festival.

Although there have been "38 Queen's Day" and "55 Shopping Festival", there is still no way to cover up 6. 18. The 618 is the first super electricity promotion day after the outbreak of the new crown pneumonia this year. After the "55 Shopping Festival" and the "starting economy", the public's consumption desire and consumption potential have been further increased.

In this year's 618 promotions, sports brands have given greater preferential treatment. PUMA, Reebok, New Balance and Lululemon are all involved. Even sports Adidas and Nike have launched some commodities half off and a full range of activities.

In the industry view, the 618 period will become a turning point in sports consumption. With the promotion of 618, the inventory pressure of sports brand enterprises can be alleviated, and the sales potential of sports goods can be released, so that the recovery of sports brand market will be revival.

It is noteworthy that this year's sports brand is not only busy selling promotions, but also has officially announced cooperation with the new generation idols and began to excavate the commercial value of the Z generation.

What is Z generation? The Z generation was first popular in the United States and Europe. In English, it was called Generation Z, or abbreviated as Gen Z, especially between the middle of 1990s and the middle of 2000s, about 1995-2005.

Whether it is the "Z generation insight report" released by QuestMobile or the "Z generation" content consumption trend report released by Bloomberg, it conveys a signal to the public that the generation of Z is rising rapidly and will soon become the main force of tomorrow's consumption.

Recently, sports brand Reebok (Reebok) delivered olive branches to Z generation idols during the 618 promotion periods. In June 10th, Reebok announced that R1SE-, Zhou Zhennan, a young idol in China, was promoted as a brand spokesperson in the Asia Pacific region to promote the whole line of products. Then, in June 12th, it signed a 3unshine- Cindy as a brand friend.

Zhou Zhennan and Cindy are both young and entertainers born in 2000. They are quite concerned about the Internet. The two idols also have the spirit of Z generation. They dare to challenge themselves, refuse to be labelled, and have a unique personality. This is also a sign of value that Reebok wants to pass on to Z generations of consumers.

Coincidentally, the German sports brand Puma (PUMA) also joined many fashion arts pioneers in June 8th to join the caravans, including rapper Tizzy. T, new generation creators Liao Xiaonong, fashion blogger Wu Jiaye, motorcycle riders, DJ musicians Wang Quanya and so on. At the same time, they also introduced the concept of "rule", and publicize TVC copywriting, which also points to strong self centred style labels such as "self", "breaking", "recognition" and "self-confidence".

Kappa, a sports brand, announced that Liu Baixin, a new generation independent artist who had participated in the year of the singer, became the "female style ambassador". As a sports giant brand, Adidas, as early as 2017, signed the Yi Wan Xi Xi as the first global youth creative officer to promote the brand younger layout.

In a large number of Z generation surveys, we can find that the consumption motivation of Z generation often comes from social interaction, and the primary goal of brand consumption is social interaction. Paying attention to communication and focusing on creativity are the characteristics of consumption in the era of Z, which is different from the traditional marketing logic of brand.

When your impression of Z generation still stays in the minority aesthetic, they are already moving towards the mainstream. This is also the reason why brands are persisting in the younger generation and cooperating with the Z generation in recent years.