On July 22, the 4th BY Youth Conference was held in Guangzhou Poly World Trade Museum. The theme of this conference is "Creating new consumption species with Generation Z".

 

In order to promote the healthy and young development of industry brands, on July 22, 2022, at the World Food Guangzhou Exhibition, BY Youth Innovation Group, Shanghai Bohua International Exhibition Co., Ltd. and Guangzhou Wupukang Biotechnology Co., Ltd. jointly held the fourth BY Youth Conference.

 

This session of BY Youth Conference invited dozens of well-known investors, brand experts and star entrepreneurs, with the theme of "Creating a new species of consumption with Generation Z", focusing on new consumption, Generation Z, brand rejuvenation, meta universe and other issues, to jointly explore the innovative path of Chinese brand rejuvenation in the new consumption era.

 

Guests attending the site to deliver keynote speeches include:

Mr. Guo Peng, founder of BY Youth Innovation Group and well-known youth marketing expert
Mr. Wu Yichai, Founder of Zhong An Group
Ms. Jiang Hong, founder of Jiushang College of Finance and Investment
Ms. Li Bowei, representative of Shenzhen Venture Capital Investment
Mr. Lu Changbu, CEO of New Business Platform of Red Sun Group
Mr. Huang Hu, General Manager of Beijing Lava Engine Interactive Entertainment Technology Co., Ltd
Ms. Chen Guanru, Chairman of Quanlian Hongyun Human Resources
Mr. Wang Jianzhang, Chairman of Guangdong Jingying Media
VC Herbal Energy Brand Representative
Mr. Wei Shengchao, Chairman of Zhejiang Weisimei Food Co., Ltd

 

BY Youth Innovation Group&BY Dawan District

 

At the opening of the conference, Mr. Guo Peng, founder of BYYounger Innovation Group and well-known young marketing expert, made an opening speech. In the speech, Mr. Guo Peng first introduced BYYounger Innovation Group and BYDawan District to the guests.

 

*Guo Peng, founder of BY Youth Innovation Group, made an opening speech

 

BYYOUTH INNOVATION GROUP is a super new species emerging from China based new consumption iteration, covering three core business sectors: brand marketing intelligence services, investment incubation, and enterprise landing accelerator. It helps emerging brands and traditional enterprises quickly complete the business layout of the new track of youth.

 

 

As a super enterprise with a group matrix platform, BY Young Innovation Group can provide full chain services from 0-1 to 1-100 for traditional enterprises, super large supply chains and new domestic brands.

 

From Shanghai to Beijing, Dawan District, Fujian Province, Shandong, New York and Kuala Lumpur, BY has never stopped, and has always been physically walking in the exploration of young businesses.

 

*BY Dawan District

 

By focusing on the urban ecology of the 9+2 industrial cluster with excellent development, BY Dawan District provides global leading brand rejuvenation strategy, positioning, creativity, channel upgrading and product landing services focused on by e-commerce, community and Generation Z super groups.

Through BYs rejuvenation, combined with the IP+innovation realization matrix, enable the urban industry, urban space, enterprise brand and products of Dawan District, and comprehensively help the enterprises above the designated size in all walks of life to achieve rejuvenation and transformation, so as to achieve the evergreen of career and culture.

 

*BY Dawan District

 

In the future, BY will further cooperate with local enterprises and the government of Foshan, bring more possibilities for the transformation and upgrading of enterprises with the concept of youth, and boost the economic development of Guangdong Hong Kong Macao Greater Bay Area with the power of youth.

 

Six keynote speeches

Brand experts, star entrepreneurs and super IP share experience and insights

 

New consumer group Generation Z

 

To seize the next era, we must first seize the youngest users,That is, today's Generation Z. In the keynote speech of New Consumer Group Generation Z, President Guo emphasized this.

 

Generation Z refers to the group born in 1996-2012, accounting for 23% of the total population. In the era of decreasing population dividend, the new demographic dividend released by Gen Z as the main force of future consumption has injected new vitality and opportunities into the market.

 

*Guo Peng, founder of BY Youth Innovation Group, gave a keynote speech

 

The growth of Generation Z is accompanied by the rapid development of global economy and technology. Although they are young, they have become an economic force that cannot be ignored. In 2021, according to relevant data, it is estimated that the consumption expenditure of nearly 300 million people in the Chinese market will reach 5 trillion yuan. The consumption power of Generation Z people can be seen.

 

*Guo Peng, founder of BY Youth Innovation Group, gave a keynote speech

 

As a new consumer group, Generation Z is affected by pan entertainment in marketing and content consumption is normalized; In terms of consumption attitude, pay for interests and values, be willing to try new things, and pay attention to personality and expression; In terms of consumption concept, Generation Z consumes ahead of time, not enough money is spent on the whole, and not enough money is spent on some parts; In the consumption scene, Generation Z has spawned lazy home economy, beauty economy, punk health care, cute pet economy, etc.

*BY Youth Conference

 

The rising Generation Z has become a new consumption force that brands must compete for, and the Generation Z has become the focus of brand marketing.

 

Large consumption - to whom the investment institution gives the money

 

Consumption is the evergreen tree of investment. It has always been favored by capital in both the primary and secondary markets. In the era of mass consumption, what is the investment logic of investment institutions? Who did they give all the money to?

 

*Li Bowei, representative of Shenzhen Venture Capital Investment, delivered a keynote speech

 

Li Bowei, the representative of Shenzhen Venture Capital Investment, said that the current investment track project products favored by investment institutions mainly have three characteristics: first, deeply study the exclusive category; 2、 Create an integrated consumption scenario; 3、 The product has "high appearance" and high quality.

 

*Li Bowei, representative of Shenzhen Venture Capital Investment, delivered a keynote speech

 

In addition, the capital will judge whether the project is worth investing according to the industry prosperity. Some industries seem to be very busy, with large product sales, but the actual profit data is not big, which is not a high boom industry.

 

Yazui and rejuvenation

 

What kind of wonderful collision will happen when the safety row meets the youth? Mr. Cheng Jinhai, co-founder and CEO of Yazui Electrical Appliance Technology, gave us the answer in the keynote speech Yazui and Youth.

 

*Cheng Jinhai, co-founder and CEO of Yazui Electric Appliance Technology, delivered a keynote speech

 

Yazui Beast is a new brand jointly created by Zhongan Electrical High tech Co., Ltd. and the headquarters of BY Dawan District. It focuses on the research, development, production and sales of safety plug, and has successfully developed a "smart fire safety electricity terminal system".

 

*Cheng Jinhai, co-founder and CEO of Yazui Electric Appliance Technology, delivered a keynote speech

 

As a new consumer brand, Yazui Beast not only has many patented technologies, but also has built a technical barrier for the brand. Moreover, from the beginning of the brand establishment, it has defined the rejuvenation strategy, accurately positioned customers and products, and written the rejuvenation into the brand gene.

 

Burn! This is the VC version of the Compendium of Materia Medica

 

In recent years, scientific and technological empowerment has accelerated the renewal and iteration of the traditional Chinese medicine industry, especially the modern production chain integrating the research, development, material selection and production of traditional Chinese medicine.

As an outstanding brand of traditional Chinese medicine, VC Herbal Energy House has received extensive attention and reports from mainstream media since its debut in the market, and now it is the light of domestic products that are popular online.

 

*VC herbal energy brand representative gave a keynote speech

 

In the keynote speech "Burning! This is the Compendium of Materia Medica of VC Version", the representatives of VC herbal energy brand shared the underlying logic of VC herbal energy museum to build a brand. The guests not only had a deeper understanding of the Chinese medicine industry and VC herbal energy brand, but also saw more possibilities for brand development.

 

Popcorn IP Helps Traditional Brands Become Younger

 

There is such a funny dialogue free animated short film that is popular all over the world. It has been popular in more than 180 countries and regions around the world, with 64.3 billion hits on all major video websites in China, and more than 2000 varieties of derivatives cooperation in all walks of life. It is called the super IP - "Laughter Bugs".

 

*Huang Hu, General Manager of Beijing Lava Engine Interactive Entertainment Technology Co., Ltd., gave a keynote speech

 

Animation accompanies people's growth and also makes brands. At the conference, Mr. Huang Hu, the general manager of Beijing Lava Engine Interactive Entertainment Technology Co., Ltd., brought a theme to share "Popper IP Helps Traditional Brands Become Younger".

When cooperating with brands, high-quality IP will bring two kinds of values to brands: first, industrial value. For example, IP co branded products will, to a certain extent, drive brand sales, enhance brand influence and market share.

 

*Huang Hu, General Manager of Beijing Lava Engine Interactive Entertainment Technology Co., Ltd., gave a keynote speech

 

The other is cultural value. The co branding of brand and IP usually combines the attributes of IP and the core selling points of brand products to innovate content marketing. When IP culture and brand culture are integrated, the image of the brand in the minds of consumers will also be refreshed, promoting the brand to break the circle.

 

Younger people ignite consumption power

 

The conference of youth igniting consumption power is drawing to a close. Guo Peng, founder of BY Youth Innovation Group and a well-known youth marketing expert, brought the last keynote speech to the guests at the scene - "Youth igniting consumption power".

In the post epidemic era, the consumer scene has accelerated the differentiation, and the promotion of e-commerce business and live video delivery has also accelerated. The layout of online channels has become normal. While laying out offline, brands should try various online means to obtain customers, lay out a new media matrix, and maximize the flow, transformation and transaction through live broadcast, short video, community and other means.

 

*Guo Peng, founder of BY Youth Innovation Group, gave a keynote speech

 

For brands, enhancing the brand exposure of online channels can strengthen the brand moat and build competitive barriers. At the same time, the brand should also strengthen the communication and interaction with customers in the pre-sales and after-sales links.

 

Nowadays, the main consumption force in the market is the rising Generation Z. From social media, online shopping, film and television entertainment to mobile payment, the consumption habits and lifestyle of this generation of young people are deeply affected by the Internet. Growing up in an excellent environment, they have stronger consumption desire than the previous generation.

 

 

If brands can grasp the consumption trend and direction of Generation Z with young business thinking, and do a good job in building or reaching the consumption scene of Generation Z, it is not difficult to ignite the consumption power of young groups.

 

Two round table forums
Deeply understand brand rejuvenation and meta universe opportunities

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Round table forum of "Brand Younger Innovation"

 

At the 4th BY Youth Conference, Guo Peng, founder of BY Youth Innovation Group, well-known youth marketing expert and host of the round table forum, Ms. Chen Guanru, chairman of the board of directors of Quanlian Hongyun Human Resources, Ms. Li Bowei, investor of Shenzhen Venture Capital, and Ms. Jiang Hong, founder of Jiushang Institute of Finance and Business Investment, shared their insights around "Brand Youth Innovation".

 

*Round table forum of "Brand Younger Innovation"

 

During the dialogue, the guests first discussed why brands need to be younger. Younger is not an optional choice for individual brands, nor is it an external and simple change for brands. Brand rejuvenation is a trend of social progress, a rational choice for brand sustainable development, and also a force under the situation of global economic fluctuations.

 

*Ms. Jiang Hong, founder of Jiushang College of Finance and Investment, expressed her opinion

 

The fundamental significance of brand rejuvenation is to redefine the brand itself. In traditional times, the purpose of brands is to facilitate differentiation and identification. Nowadays, brands are used to "fall in love at first sight" with consumers

The most likely misunderstanding of brand rejuvenation is that the rejuvenation of brand communication objects evolves into the rejuvenation of brand communication methods, which leads to the simplification and fixation of specific implementation directions.

 

*Ms. Chen Guanru, Chairman of Quanlian Hongyun Human Resources, expressed her opinion

 

The key to brand rejuvenation is: product catering, creative fit, customer extension, and continuous marketing, which are product innovation, communication innovation, concept update, and communication update after deep insight into consumer demand.

 

*Li Bowei, Jiang Hong, Guo Peng, Chen Guanru (from left to right)

 

Younger brand innovation should not only be the slogan of enterprises, but also become the instinct of enterprises.

 

Round table forum on "How to create new species for consumption in the Yuan Universe Generation"

 

The transformation of the Internet is in progress. The emergence of web3.0 and NFT is a cosmic explosion of consumer goods. What new species will emerge in the meta universe after the explosion?

 

*Cheng Jinhai, Lu Changbu, Guo Peng, Chen Xiaolong, Huang Hu (from left to right)

 

In the segment of "How to Create a New Consumption Species Together in the Age of the Metauniverse", Guo Peng, founder of BYYounger Innovation Group and a well-known young marketing expert, presided over the dialogue, and Mr. Wu Yichai, founder of Zhong'an Group, Mr. Wang Jianzhang, chairman of Guangdong Jingying Media, Mr. Lu Changbu, CEO of New Business Platform of Red Sun Group, and Mr. Cheng Jinhai, co-founder and CEO of Yazui Animal Electrical Technology, served as the round table guests.

*Lu Changbu, CEO of Red Sun Group's new business platform, expressed his opinion

 

The word "meta universe" first appeared in the 1992 foreign science fiction "Avalanche", which mentioned two concepts: "meta universe" and "Avatar". People can have their own virtual avatars in Metaverse, and this virtual world is called the "meta universe".

 

The transformation of the Internet is in progress. The emergence of web3.0 and NFT is a cosmic explosion of consumer goods. What new species will emerge in the meta universe after the explosion?

 

*Huang Hu, General Manager of Beijing Lava Engine Interactive Entertainment Technology Co., Ltd

 

For brands, the combination of the meta universe and new consumption is an enhancement of the real world and the virtual world. Combining the meta universe environment, we can create exclusive meta universe products and create a new "human goods market".

 

For example, the hot digital artworks and consumer goods are a brand new consumer segment and content. Because the combination of virtual and reality greatly increases consumers' sense of experience, the future can even truly achieve immersive consumption, realize the coexistence of virtual and real consumption, and promote the transformation of traditional commerce in the new consumption era.

 

*Chen Xiaolong, CEO of Shandong BY Operation Center, expressed his opinion

 

At the end of the conference, Guo Peng, the founder of BY Youth Innovation Group and a well-known youth marketing expert, communicated and interacted with the guests at the scene to answer questions about brands and youth.

 

*On site guests communicated with the founder of BY Youth Innovation Group

 

Although this Youth Conference ended, its impact on China's youth brands will continue to deepen. In the future, BY will also continue to build Chinese brands, provide systematic solutions for the transformation and upgrading of traditional brands, and provide entrepreneurs with accurate and up-to-date entrepreneurship guidelines.