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What information does a "super cost-effective festival" reveal?

This generation of young people is "renovating" this era.

"The consumption concept is complex and diverse, seemingly contradictory but actually shrewd." Relevant reports have summarized the consumption concept of young people in this way. We can see these characteristics on them:

While buying out of print sneakers and luxury bags at a high price, they are also keen on shopping together and second-hand; Love travel, leisure and afternoon tea, but also willing to "bargain" and "build buildings" on the Internet; They are "planted grass" on social media and live broadcast, and they are used to comparing prices

Cost-effective We are switching our perspective to this group of people. In order to "capture" the young people, we gathered together to "fold" a street of sheets in Huaihai Square.

In Shanghai's old alleys, which have the most Shanghai style accent, on a sunny spring day, we gathered together to make a double fold quilt and create a "double fold" creative flash.

Before 618, Juhuasuan launched a "Super Cost Effective Festival", which used the limited time creative flash of Shanghai "Half Discount" as the first stop to talk to young people. Behind this big event, Juhuasuan found a way to talk to young people and tried to have a fun Marketing The event communicated with young people: who Juhuasuan is today and what kind of user value it provides.

In the future, Juhuasuan will continue to talk with young people, and provide a valuable life guide for young people through interesting and novel communication methods, simple and direct shopping experience, and high-quality and cost-effective brand products.

Experience a "Half Fold" Art Exhibition in Huaihai Square

"Half off, half off!" With a magical TVC, Juhuasuan launched a limited time creative flash of "half off" bed sheets in Huaihaifang, Huangpu District, Shanghai on April 21.

This is not a "simple" bed sheet. It has become a cost-effective "offline leaflet" in a more grounded form. The exhibition site is the living area of Shanghai citizens. You can see rows of battery cars. There are uncles and uncles watering flowers in the yard. At the place where they are drying clothes, they are replaced with "quilts" printed with "Double Fold Literature".

"I want to break the little 'Ri' into two 'mouths' with you", "The temperature in the morning and evening is half off, don't neglect yourself on the way to work", "The prescription for anxiety is the suitcase that is packing half off"... Every half off literature seems to hit the young people's feelings more or less secretly. The folded literature on these sheets is a collision of Juhuasuan and young people's empathy.

On the Little Red Book, many bloggers also published notes of participating in the limited time creative flash.

Some netizens said that this was a marketing event with memory. In fact, marketing should have sharpness and memory. What marketing conveys is brand temperament and personality. It needs to tell consumers what kind of brand it is. Today, Juhuasuan has launched a marketing war by taking advantage of the "Super Cost Effective Festival", telling consumers that Juhuasuan is a brand that can play with young people and generate emotional resonance through magical TVC, offline creative flash, half book literature, etc.

Why did you choose "folding bed sheet" as the play method of this creative event? Juhuasuan wants to pass on the "half off" goods rights and interests with the folding bed sheet in a simpler, more direct and more concrete way, which is cost-effective and not only 50% off. Get together in a cost-effective way and reduce the price of good things in a timely manner. Through the form of "half fold" bed sheets, combined with the habit of drying bed sheets in different seasons activity Landed in the most smoky Shanghai alley.

In conjunction with the bedspread exhibition, Juhuasuan is also building time limited, half off and other concept copybooks at 24 bus and subway stations around the Hubin Yintai Business District in Hangzhou to communicate with consumers and create momentum for the "Super Cost Saving Festival".

Users' feedback verified the success of the marketing. On the Little Red Book, there were hundreds of notes about the art exhibition. Many KOLs punched in and took photos on the spot and shared them on social media. In the review area of Little Red Book, many young people inquired about the discounted goods of Juhuasuan Super Cost Saving Festival. Some users even asked: "Can Juhuasuan bring down the house price?"

Become the first shopping mall for young people

Synchronized with offline, the online "Super Cost Effective Festival" also started at 20:00 on April 24. This time, Juhuasuan selected brands and goods, also focusing on the dimensions of young people's interest and trend categories.

Juhuasuan conducted in-depth research on young people's preferences and which brands are capturing their "hearts". From the outside, Juhuasuan has refreshed consumers' expectations of the brand and reshaped young people's brand awareness of Juhuasuan through beautiful creative communication. Internally, Juhuasuan provides consumers with rich cost-effective goods supply and simple and direct User experience 。

The White Paper on China's New Consumption Trends in 2023 mentioned that the average annual consumption amount of contemporary young people is growing much faster than that of other people. Young people pursue the supremacy of self pleasure and rely on their interests to drive consumption. Their diversified and personalized consumption demands promote the structural upgrading of the consumer market.

We found that although young people are keen to pay for their personality, it does not mean that they spend freely regardless of cost. On the contrary, contemporary young people are even more interested in studying how to save money than their parents: the pursuit of low prices, but not only low prices, cost-effective, authentic products are the king's way. For example, for the sneakers with an original price of 2000 yuan, they will compare prices in many ways and choose the best one to place an order. They will also use identification services to confirm the authenticity of the goods. They want to buy cheap, but also buy authentic products.

Juhuasuan also saw this consumption habit of young people. For a long time, Juhuasuan has established the mentality of low price and genuine products at the consumer end. For consumers who have been shopping in Taoxing for many years, they will check whether it is a brand flagship store, how they evaluate it, and how big the difference between the buyer's show and the seller's show is... Low price is not the only factor influencing consumers' shopping decisions, and many aspects will affect consumers' shopping decisions. In this regard, The low price of authentic products and abundant supply of goods are the internal skills of Juhuasuan cultivation.

On the other hand, contemporary young people are more interested in simple and direct consumption, that is, they will not fight for a piece or two and will not bargain around. Therefore, the "limited time direct drop" game of Juhuasuan meets young people's demand for simple shopping.

The businesses participating in the super cost-effective festival cover sports outdoor, 3C digital, clothing, cosmetics, pets and other categories, including Thundersnake IQOO and other popular brands among young people, such as the "Black Widow Spider V3" video game keyboard produced by Thundersnake, participated in the "Super Cost effective Festival" at a price close to 50%. Some people commented that this game is cool and easy to use, which is very popular with young people.

At the same time, there are many new products in the trend, such as outdoor sports and pets. According to the data, last year Tmall The overall consumption of Luchong board increased by 100%. The Luchong brand Balka also entered the Super Cost Effective Festival, attracting more young people to experience Luchong sports with a popular S5 suitable for beginners. It is reported that this Super Cost effective Festival will be held on April 24 for five days to provide you with new shopping options.

Juhuasuan new upgrade

As an old business of Ali, Juhuasuan has been online for 13 years. Juhuasuan, the "Heaven Reliant Sword", is also conducting business iteration and transformation. Based on the new consumption insight of young people, Juhuasuan calls out a new brand proposition: "It's better to spend money than to spend money".

There are two meanings in this. The first is the price. "Time limited direct drop" will be an important way to get together and make profits. It will screen out good goods, top quality goods and cost-effective goods for consumers to help them make consumption decisions as quickly as possible.

The other layer is experience, which is the value Juhuasuan provides to consumers in the price power battle: simple, direct, cost-effective and good goods.

According to statistics, there are about 320 million young people in China. Focusing on young people, Juhuasuan has a clear strategy.

Horizontally, expand the width of the population with strong explosive IP+strong target group IP, and build a cost-effective user mind. In the future, Juhuasuan will launch a series of IPs around several key words such as merchants, commodities, scenes, and content.

Vertically, focus on the youth of the main brands, form a crowd resonance, and become the first shopping stop for young people.

The Super Cost effective Festival is a practical battle for Juhuasuan's strategy of rejuvenation. It is reported that the merchants participating in the registration are more active and enthusiastic.

This time, Juhuasuan also told young people with a simpler and more direct way of playing, "Come to Juhuasuan, don't buy expensive ones, just buy the right ones".

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