Event Details

95后、00后的需求瞬息万变,与其追赶他们的兴趣,不如洞悉他们表层需求背后的深层驱动。不要只盯着what needs,要明白why。这样才能做引领者,而非追随者。


Z世代目前正处于"身份构建"的关键人生阶段,一切消费和体验都是为了化解身份焦虑,寻求身份认同,探索身份定义。


想要赢得Z世代的心,赢得他们的忠诚度,品牌方需要改变传统思维模式,深入理解这一代人与前一代人的"异同"。

  • 不要视Z世代为消费者,他们是品牌公民;
  • 品牌无须完美,但要真实真诚;
  • 品牌和品牌公民共同成长;
  • 品牌和品牌公民的关系,不能只是产品维系的交易关系,而是价值契约的长期关系;


本次分享我们以累积十年的代际研究为基础,揭示80后、90后、95后、00后的代际差异,呈现Z世代的底色。启发品牌如何参与进Z世代的身份构建,价值观形成,然后引领需求,赢得Z世代品牌公民的心,实现共创共享的终生价值。

Speakers

  • Yuhong Li (CEO of Ylab Limited)

    Yuhong Li

    CEO of Ylab Limited

    李玉红|Ylab品牌创新增长实验室创始人
    • 亚太营销女强人
    • 亚太女性领导变革年度CEO
    • CEIBS中欧 EMBA
    • 前国际4A广告公司首席策略官,董事总经理,投资公司/互联网公司品牌顾问

    Ylab,新一代品牌战略咨询公司,致力于打通商业战略,品牌战略和营销之间的壁垒。打造影响世界的生态品牌,驱动可持续增长。

    成立短短3年,Ylab已成为行业黑马。2020年被Campaign评为大中华区最佳精品代理商。赢得世界500强的全球品牌策略和中国品牌策略创意业务。客户包括拜耳、高露洁、联合利华、飞利浦、伯纳天纯等。客户留存率几乎100%,成功案例赢得许多国内外大奖,陪伴品牌实现连续多年双位数增长。

    除了对商业和品牌创新的深入研究,李玉红对人性洞察有深厚兴趣。她连续10年持续研究中国年轻人的身份代际变迁,从80后、到90后,95后到00后。她的观点和洞见曾发表于Forbes福布斯及行业媒体。

    李玉红热爱人文、艺术和自然。家在意大利,工作在上海。

    Yuhong, named as both a Woman to Watch in APAC and CEO of the year by Campaign Asia, is the founder of the company with the “Highest Potential for Growth,” the “Most Innovative Company,” and the “Boutique Agency of the Year”: Ylab. Representing a new generation of brand strategy consultancies, Ylab is an industry dark horse that has quickly gained prestige in the two years since its founding. Ylab has become a trusted brand consulting agency and long term partner for fortune 500 firms such as Bayer AG, Nestlé, Colgate-Palmolive, AB-Inbev, The North Face, Unilever, and more; providing global and Chinese brand strategy consulting and large scale innovative marketing platforms to all clients. Our client work has won several international awards, including a Grand Slam of bronze, silver, and gold awards from Transform, the international authority on the consulting industry.

    Yuhong specializes in innovating business models, brand and product strategy, and platform-based marketing. As an entrepreneur, CEO, and Chief Growth Officer, she explores and implements long-term sustainable growth for companies in the VUCA era.

    Yuhong is also very passionate about the human and social aspect of marketing; over the past 10 years she has combined anthropological, sociological, and psychological research to compare the generations of the 1980s, early 1990s, and late 1990s to gain insight into the inter-generational changes of Chinese youth. She also studies mothers and the modern woman. Her research has been featured in publications such as Forbes, China Daily, and other industry media.

    She also provides consulting services to investment companies and internet firms, where she acts as a branding expert. She helped the mobile game “Dance Up” grow from 0 users to 100 million users and become a top mobile game. Prior to founding Ylab, Yuhong was the Chief Strategy Officer and Managing Director of an International 4A advertising agency.

    Yuhong’s heart and home is in Italy, but she lives and works in Shanghai. She sees beauty in any good thing, and is a lover of literature, poetry, art, and travel.

    view more
  • Miro Li (Founder of CHINAble Academy)

    Miro Li

    Founder of CHINAble Academy

    Miro Li | 双盈咨询创始人

    毕业于香港三所顶尖大学之一(中大),Miro 的职业生涯始于法国顶尖传播机构,服务了轩尼诗、Atelier Cologne 、格拉苏帝和美高梅等奢侈品牌。

    Miro随后加入了一家中国跨境电子商务公司,负责海外业务拓展。她成功地与本地和海外商 会、政府、贸易组织和机构建立了联系,覆盖香港、美国、英国、法国、德国、日本、韩国等 多个市场。在与数十海外品牌商沟通后,Miro意识到,海外品牌在中国严重缺乏公共资源、实 际支持和透明度,以至于优秀的海外品牌无法成功与中国消费者连结。

    凭借她在公关、营销和跨境电子商务方面的实践知识和超过 8 年的经验,Miro 于 2017 年创立了双盈咨询,旨在为海外公司(无论规模大小)提供诚信而透明的优质服务。截至2020年,她的团队已成功与KIKO、Gucci、Landmark、Drunk Elephant等100多家海外公司合作。

    Miro坚信授人以魚不如授人以渔。为了让外国品牌更深入地了解中国市场和消费者,她于 2019 年创立了 CHINAble Academy,这是一个电子学习平台,为决策者和员工提供有关中国 电子商务和营销的在线课程和网络研讨会。

    Miro 流利使用普通话、粤语和英语,现居深圳。

    Miro is a native Chinese and has been living in Hong Kong for a decade. Graduated from one of the TOP 3 universities in Hong Kong (CUHK), she joined a Chinese eCommerce startup and was in charge of overseas business development.

    In 2017, Miro founded Double V., a consulting company helping overseas brands enter China market from 0 to 1 in e-commerce, branding and marketing.

    In order to help more foreign brands better understand the Chinese market and consumers, Miro founded CHINAble Academy in 2019, a learning platform providing online courses, webinars, and workshops about China's e-commerce and marketing to both executives and employees.

    view more