We should start with the online buzzwords "everything is a cloud" and "awesome". Generation Z consumers have fallen in love with these words that can represent their mood and emotions, and these words have also been skillfully applied to products by major brands, just like Naixue, who is "spoiled" in summer, arouses consumers' emotions with a wave of ugly expressions operated by God, thus stimulating consumption.
Usually, a commodity can provide consumers with three values: functional value, asset value and emotional value.
When the emotional value is fully satisfied, consumers' concern and value function of products will be greatly weakened, and even all of them will be transformed into emotional value. For example, after the donation event of Red Star Hongxing Erke, we can clearly see that most consumers of Red Star Hongxing Erke products are paying for their feelings.
Then how can we create a brand sentiment that causes consumption?
1. Seize hot spots and drive consumers' emotions. The main consumers of Generation Z are the indigenous people of the Internet, who are born with Internet funds. Therefore, if you are particularly interested in new things or topics with "online feeling", brands need to have keen insight, give priority to hot spots, and create emotional topics that can make consumers * * * with the help of hot spots, thus driving performance growth.
2. The atmosphere creates the emotional value of the store. Different scene atmospheres can produce different feelings of experience substitution, which is also one of the important methods of emotional consumption through scenes. For example, some Thai dishes are very "Thai" in the clothing performance and guiding language of the clothing staff in the store, including the scene decoration and layout of the whole store, so that consumers can buy the brand added value of foreign experience, thus mobilizing irresistible consumer sentiment.