Who is the most promising consumer group in the world?
Middle-aged person.
In Europe and America, middle-aged parents in middle-class families are the primary target audience for automobile, education products, and mortgage markets; in Japan and South Korea, middle-aged single women are among the highest-quality consumer groups in the entire market; and in China, the advertising targets of major companies can offer a glimpse into the potential of consumer groups—the categories heavily promoted by live-streaming e-commerce platforms and the exorbitant advertising fees during the Spring Festival Gala both strongly target the middle-aged demographic.
Whether young people are willing to admit it or not, most of the world's wealth is indeed in the hands of middle-aged people. Stable income and savings give them the confidence to pay a premium, and as the decision-makers for most family purchases, the purchase of major household items is mostly decided by middle-aged people.
Furthermore, middle-aged people are less likely to switch their lifestyles, and once they commit, their brand loyalty is extremely high. For one particular mobile phone brand, the repurchase rate among middle-aged consumers reached 70%. In other words, once this group is secured, it's like having a stable pool of customers.
However, the very nature of potential is that it awaits discovery. In fact, the middle-aged market has always been a difficult-to-cultivate and difficult-to-manage wasteland—not barren, but simply hard to pry open.
Taking Renxing mobile phones as an example, although their designs are outdated, their high quality and cost-effectiveness make them a major consumer force, accounting for nearly half of all users aged 25-34. Middle-aged people over 35, due to deeply ingrained prejudices, lack confidence in domestic brands and are not particularly enthusiastic about Renxing.
Renxing has been eagerly anticipating this fertile consumer market. Last year, they invited a singer well-known among middle-aged and elderly consumers to be the spokesperson for their Ranar series, aiming to tap into the wallets of uncles, aunts, grandfathers, and grandmothers. Unfortunately, due to insufficient marketing, the results were minimal. However, it left a mark; although it didn't sell well, it received positive reviews, at least embedding the idea that "Renxing's high-end phones are good" into the subconscious of many people.
This year, Renxing is going all out. In addition to making comprehensive upgrades to its products, it has also learned from its mistakes and is determined to make up for the shortcomings in its marketing efforts last year.
For a brand, a steady stream of positive word-of-mouth is important, but when a new product is launched, it needs even more concentrated, explosive discussion to attract public attention.
The Chinese entertainment industry is currently facing a talent shortage. Top actresses either retire after marriage, transition to behind-the-scenes work, or fail to produce a single work every few years; while superstars are indeed famous, their popularity often extends beyond their die-hard fanbase, and their market value is increasingly high; as for veteran middle-aged male stars, although they have high long-term value, they lack the short-term explosive power of traffic stars, which does not align with the promotional needs.
Popular celebrities also face their own challenges. While they generate significant buzz and have explosive popularity, they struggle to break into the mainstream. Many celebrities create a huge stir on Weibo and plaster their posters on the street, yet few passersby recognize them. Smartphones aren't something confined to a small circle; the larger the market, the better. What can be done when fans are vocal but the general public doesn't respond?
In today's entertainment industry, is there any artist who has both widespread popularity among the general public and high online buzz?
Yes, there are indeed a few. Every industry has its evergreen stars. However, among these faces that capital has long since grown tired of, there is a new face that has caught the attention of Renxing brand owners.
Ye Chu.
The huge success of "Half a Day" has made Ye Chu a household name across the country; the fans and controversies accumulated from her many works have also brought her popularity to its peak.
To say that Ye Chu is now a top-tier celebrity in the Chinese entertainment industry, capable of shaking the entire circle with a single stomp of her foot, would be a lie. But to say that there's anyone inside or outside the industry who doesn't know Ye Chu would be an even bigger lie!
What's even more commendable is that, in addition to her fame and popularity, Ye Chu's image in the public eye also aligns with Renxing's brand image.
Renxing's choice of Ye Chu was both a result of careful consideration and a gamble of great courage.
The sales figures of Renstar Ranar 2018 since its launch have proven Renstar's foresight.
A single brand achieving sales exceeding 1 billion yuan in a single day is an extremely impressive achievement, even four or five years later; in 2018, it was a top-tier performance in the industry!
The group that had been waiting to see the figures pulled down and make a fool of themselves was dumbfounded. You see, battle reports can be faked, but not too outrageously. Three hundred million or five hundred million, you could scrutinize them closely, looking for signs of fabrication to mock them; one billion! Ren Xing must be insane to fabricate such an outrageous number!
This sales figure not only surprised the haters, but also surprised Shang Yechu.
Regarding the sales figures of the endorsements he had taken on, Shang Yechu wasn't as concerned as he was about TV ratings or box office numbers. There was no way around it; people's hearts are always biased. Renxing Mobile wasn't Shang Yechu's own creation; it was just a client who would rake in huge profits. Shang Yechu simply couldn't muster the same enthusiasm for this as he did for filming.
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