Youth Lab Guo Peng: Make your brand more popular with young people
Editor's note:
With the change of the new consumption environment, the post-90s and post-00s have gradually become the new main consumption force in the market. The so-called young people win the world. Facing the new generation of consumers, brands have to face the problem of youth. How does the brand become younger and truly meet the needs of young people? This is also the dilemma that brands are facing. In order to help more niche brands to land more systematically and help the brand achieve rejuvenation, the rejuvenation laboratory was born.
On August 8, 2020, the second quarter of BY (Beyoung+Youth Lab) was held in Binjiang on the west bank of Shanghai. Yan Xuan, the co-founder and angel investor of Mailunkai Capital, Gao Xi, the youngest CEO of American stock listing in China, Forbes Asia U30, Guo Peng, the founder of Beyoung+Youth Lab, Guo Shuang, the president of Shenzhong Maolin&Saiweilitong, and other first level entrepreneurs interacted with more than 100 entrepreneurs on the spot.
BY (Beyoung+Youth Lab) was established in October 2019 in Binjiang on the west bank of the magic capital. It was jointly founded by Mr. Guo Peng, a famous international brand person and a top youth expert, and several celebrities in the capital, enterprise and brand circles. In July 2020, BY officially launched a young president seminar, aiming to support start-ups and provide them with entrepreneurship guidelines. At the same time, it launched the "rejuvenation system project" of the worldwide brand business fission system with China as the main market, which will help tens of thousands of young entrepreneurs and enterprises with traditional upgrading and transformation get accurate and progressive business brand advancement plans and staged capital support. BY is the product of a new learning entrepreneurship incubator born from the evolution of new consumption iteration, and has become the first choice for niche learning of e-commerce entrepreneurship of commercial brands.
Group photo of Youth Lab Season 2
1、 "Younger" will become the main trend of brand development in the future
When the trend of youth comes, many people have already been out of the game before they react; Maybe you do it perfectly, but young people just don't listen. We have to admit that the trend of China's brand industry is turning, the temperature of the industry is slowly changing, and "rejuvenation" will become the main trend in the future, which is exactly the weakness of the brand industry.
Many people are trying to adapt to the changing market, while envy the national trend to bring new consumption boom! It's not that the market is abandoning you, but that your thinking still stays in the traditional mode, which seems out of place. In the era of traditional consumption, brands are designed to differentiate, while today, brands are designed to impress consumers.
How to impress young people has become a compulsory course for brand people today. We can no longer follow the traditional and outdated thinking. The brand world must evolve towards youth, and the brand strategy, creativity and marketing must be done again with the standard of youth. We should make the brand with younger thinking, so that we can easily poke the G spot of young people and plant grass widely among young people.
The launch of BY is the first in the industry, and the president seminar launched by BY has also caused a sensation in the industry. As President Guo of BY said, the positioning of BY is the majority of entrepreneurs. Who do you think it is? It is who. The original intention of BY is to create a young legend here and import young genes for domestic entrepreneurs.
Mr. Guo Peng, the founder of the Youth Lab, shared on site
2、 The emergence of BY is a super phenomenon in the new consumer market of youth iteration
After the establishment of BY, it has attracted many celebrities from the brand circle, the capital circle and the entrepreneurial world, such as Wu Xiaoman, Chairman of Duoyanshou&angel investor, Gao Xi, the youngest CEO of American stock listing in China&Forbes Asia U30, Yan Gui, co-founder of Mailunkai Capital&angel investor, Lu Jun, a famous landing marketing expert and founder of the May 5th visitor stock company, and so on, to settle in CALL as tutors. Yan Weiyang, the 2020 student of Hubin University and founder of Shengdu Decoration, will also settle in later.
As of today, BY has carried out two quarters of national super high-quality entrepreneur training courses, providing nearly 1000 entrepreneurs online and offline with data business interpretation and case analysis of young brands and consumers. The two quarters of the training courses have been highly praised and disseminated by the national entrepreneurs, and the emergence of BY is a super phenomenon of young and iterative new consumer market.
TED and Harvard like experiential learning
At the beginning of July and August 2020, Binjiang on the west bank of Shanghai, China Film Jiahua International Cinema City and BY held the first and second seasons of young presidents' workshops respectively.
The first learning seminar for young entrepreneurs in China is young at home and abroad. The gathering adopted the international teaching mode of panoramic thinking, the whole process of TED experience teaching, the whole process of Harvard like learning mode, and more than 100 entrepreneurs came to the site to learn.
Lakeside University+YC mode
BY is the first young entrepreneur learning platform in China. In the future, it should be a combination of Lakeside University and YC of the United States. Entrepreneurs can systematically learn how to build young niche brands, ignite the flow of young brands, connect with mainstream capital, and communicate with angel investors face to face. At the same time, entrepreneurs can learn young thinking here, which is the most scarce in this era.
Younger flow think tank
The "Youth System Project" launched by BY mainly analyzes the new consumption upgrading and iteration with China as the core and the behavior, signals, habits and thinking of new consumers, integrates the evolution of business, describes the building methods of young niche brands in the new consumption era and the burst strategy of traffic aggregation, the underlying logic of the brand market and the field simulation of big data.
Young brand system expert
Mr. Guo Peng, the president and keynote speaker of BY, is a top brand marketing planning expert in China. He is honored by the industry as Leonardo da Vinci of the brand circle, the pioneer of the youth system project, and the first line brand service provider in China who knows the young market best. Mr. Guo Peng is loved by entrepreneurs all over the country for his KOL, which is the longest dry goods in the whole network.
BY has become the most popular niche business incubator in China. It is an explosive think tank of young traffic world and brands. "Birth of young miracle" is the original intention of the laboratory. In the future, a group of young entrepreneurs and presidents will go out from here.
Mr. Yan Yiu, the entrepreneurship tutor of the Youth Lab, shared on the spot
3、 Young president is a scarce product in this era
This era is not short of talented presidents, but young presidents.
Tao Shiquan from Jiangxiaobai, Zhang Liaoyuan from three squirrels, and Tang Binsen from the vigorous forest are very rare. The reason why they can become unicorns in a short period of time is that they have stepped on the air outlet of youth and occupied all the dividends of youth.
When founding BY, Mr. Guo Peng said frankly: "China is too short of presidents who understand young people". Therefore, BY is not only the birthplace of young brands, but also the clocking place of young presidents. Many entrepreneurs come to BY to learn young thinking, in addition to acquiring young brand play.
The evolution of young CEOs is not a smooth road, but the enthusiasm of entrepreneurs can shorten this distance. At the scene, it is difficult not to be infected by the students' attitude and enthusiasm for participation. Even if you are a rookie in the workplace who has no interest in entrepreneurship and brand, you will be conquered by the on-site atmosphere.
Younger Home Mr. Guo Peng&Gao Xi Gao Bench Dialogue
4、 Whether at home or abroad, the trend of brand rejuvenation is growing
BY is a new species evolved in the age of youth. Its mission is to create youth and let more entrepreneurs evolve towards youth.
The trend of brand rejuvenation is getting stronger and stronger, which has become unstoppable. "The one who gets the young gets the world" will gradually become a common business consensus. As long as the G spot of young people is poked, they can be widely planted with grass and reap mainstream dividends.
It is difficult for traditional enterprises to survive in the age of youth. Brands that know more about young people can frequently screen. A while ago, Station B made its debut by virtue of "Houlang". Although the public opinion has different opinions on this promotional film, it can't help saying that this is a very successful marketing event, and Station B has also successfully won a wave of fans in "Houlang". Last year, Guoman's Nezha hit, and the cartoon image of "Nezha" was promoted to the first IP in China, directly driving the rise of the 10 billion cultural industry behind it.
Bili Bili Video Screenshot of Back Wave
Both at home and abroad, both old brands and new products are drawing closer to young people. Adhere to the young attitude, actively cater to young people, and integrate with them, so as to successfully create a young brand.
Samuel Ullmann, a famous German writer, once wrote "Years may wriggle the skin, but to give up enthusiasm wriggles the soul.
In the age of youth, brands that do not have the youth gene will eventually be submerged by the "wave after" and become a drop in the ocean of entrepreneurship. The trend of the times has changed. Only by turning in time can we ride the wind and waves.
Editor in charge: Wang Jiushan Team
Source: Sohu Business News
