About Millennials and Generation Z

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Intro 前言

很難界定千禧一代(生于20世紀80年代至2000年初)和 z 世代(生于1995年以后) ，但那些已成為當前消費市場中心的人與上一代有著不同的價值觀和文化品味。他們表現(xiàn)出的消費特征是強調(diào)個人幸福而非群體，分享而非持有，體驗而非產(chǎn)品。不僅僅是購買東西，他們傾向于通過購買包含社會價值觀和信息的東西來表達自己的信念，他們也喜歡展示自己的成功或財富，并且樂于投資昂貴的品。與老一輩為了一個遙遠的未來而犧牲了現(xiàn)在不同，他們關注的是現(xiàn)在。

It is difficult to define the millennials (born between the 1980s and early 2000) and the generation Z(born after 1995), but those who have emerged as the center of the current consumer market have different values and cultural tastes from the previous generation. They show the consumption characteristic that emphasizes individual happiness rather than group, sharing rather than ownership, and experience rather than product. They tend to expresses their belief by purchasing things containing social values and messages, not just purchasing things. They also enjoy the 'flex' culture that shows off their success or wealth, and invest easily in expensive luxury goods. Unlike the older generation who sacrificed the present for a guaranteed distant future, they are concentrating on the present.

千禧一代：在美國，千禧一代通常指的是出生于1980到21世紀初的人。對于千禧一代的界限有很多分歧，但2018年3月1日，《紐約時報》宣布，美國皮尤研究中心對1981年至1996年的千禧一代進行了定義。千禧一代也被稱為 Y 一代，意思是他們是 X 一代的下一代。因為熟悉 IT 技術,這一代人也被稱為技術一代。在《時代》雜志上，他們把這一代人稱為“自我一代” ，因為這一代人的思考和行動以自我為主。

Millennials: In the United States, millennials are usually referred to births from 1980 to the early 2000s. There were many disagreements about the boundaries of the millennial generation, but on March 1, 2018, the New York Times announced that the Pew Research Center in the United States defines millennials from 1981 to 1996. The millennials are also called generation Y, which refers that they are the next generation of the generation X. This generation is also called 'tech generation' in the sense that they are familiar with IT technology. And in Time magazine, they called ‘me generation' because it is a generation that thinks and acts mainly on oneself.

Z世代：指的是1995年后出生，在全球和美國市場上已占據(jù)最高人口比例，超過了千禧一代的人。目前，Z世代處于十幾歲到二十多歲的年齡段，他們被稱為數(shù)字原住民，不像千禧一代生長在模擬和數(shù)字文化的混合環(huán)境中，他們從小就接觸到數(shù)字環(huán)境。

Generation Z: It is a word that refers to births since 1995 and already accounts for the highest proportion of the population in the global and US markets, surpassing the millennial generation. Currently, the generation Z are in their early teens and mid-20s which are called digital natives who have been exposed to the digital environment since childhood, unlike the millennials who grew up in a mixed environment of analog and digital culture.

首先，我們將用6個能代表千禧一代和z世代的關鍵詞來總結他們的特征。其目的是了解處于趨勢中心的他們，解讀流動的變化，并預測未來。我們將以匹配每個關鍵詞的例子來研究年輕一代的特點。

First of all, we will summarize the characteristics of millennials and generation Z with six keywords that can represent the them. The purpose is to understand these generations that are the center of trends, read the flow of change, and predict the future. We will look at the characteristics of the younger generation with examples that match each keyword.

對于千禧一代和Z一代來說，被認為是某一特定階層的專有財產(chǎn)的文化，如向公眾傳播的游戲、動畫和科幻電影等，已經(jīng)成為他們生活的一部分。品牌歷來在戰(zhàn)略上排斥流行文化，但他們目前正試圖通過針對千禧一代和 z 世代的各種合作以反映年輕一代的品味和文化。

The culture that was regarded as the exclusive property of a specific class, such as games, animation, and SF movies spread to the public. For the millennial and generation Z, these cultures has become part of life. Traditionally, luxury brands have strategically excluded popular culture but they are currently trying to reflect younger generation’s tastes and culture, by conducting various collaborations targeting the millennial and generation Z.

#Supreme#StreetBrand#Drop

嘻哈和滑板在過去只是亞文化，現(xiàn)在成為談論潮流不可或缺的因素。擁有滑板運動員感性和理念的街頭品牌Supreme，受到全世界年輕人的支持。他們與許多品牌合作，激發(fā)年輕一代的收集欲望。千禧一代和Z世代毫不猶豫地將資金投入到他們喜歡的東西上。許多具有亞文化精神的公司和品牌正在引領這一潮流。

Hip-hop and skateboard culture which were only subcultures in the past are now an indispensable factor in talking about trends. The street brand Supreme, which has the sensibility and philosophy of skateboarders, is supported by young people around the world. They collaborate with many luxury brands which stimulates the desire of young generation to collect them. The millennials and generation Z does not hesitate to invest on the things they like. Many companies and brands which has the spirit of subcultures are leading the trend.

#Popmart#ArtToy#Blindbox#Unboxing

不同于動畫或電影中的人物形象，藝術玩具是以藝術家的作品為基礎，用3D形式制作出來的具有藝術感的人物。在中國，它們現(xiàn)在是最為熱門的購買項目。千禧一代和Z世代喜歡享受愛好和表達個性的需求，使得這個市場正在迅速增長。過去，藝術玩具是一種只有少數(shù)人喜歡的文化，但千禧一代和Z世代不把錢花在業(yè)余愛好上，他們把這種收集藝術玩具的文化傳播給了大眾。

An art toy is a kind of figure which is produced in 3D form based on artist's work with an artistic sense added to the toy, unlike the animation or movie character figure. This art toy figure is the hottest shopping item in China, and this market is growing rapidly with the demand of the millennials and generation Z, which likes to enjoy hobbies and express their personality. In the past, art toy was a culture which only a few people enjoyed but millennials and generation Z who does not spare money for hobbies, has spread this culture of collecting art toys to public.

復古是一種持續(xù)數(shù)年的潮流，如今，年輕一代更注重將舊的潮流創(chuàng)造詮釋為新事物，而不僅僅是發(fā)現(xiàn)舊的東西。千禧一代和 z 世代不懷念過去，但過去本身對他們很有吸引力。比起始終如一的文化，他們認為多樣性和原創(chuàng)性是時髦的，他們沒有經(jīng)歷過的內(nèi)容是新出現(xiàn)的。

Retro is a trend that lasting for several years, and these days the younger generation focuses more on creating and interpreting the old trend to a new thing beyond just discovering old items. Millennials and generation Z are not nostalgic in the past, but 'past' itself can be attractive to them. They think that diversity and originality are trendy rather than consistent culture and the contents they have not experienced are coming up newly.

#UglyShoes#Balenciaga#Sneakers

Balenciaga在2017年發(fā)布了一款名為triple S的運動鞋，這是他們品牌之前從未見過的設計。它包含一個大的外底，一個不同成分的多層鞋幫，并被至少設計了3-4種顏色。triple S打開了ugly shoes的時代，因為設計得很像爸爸會穿的運動鞋，這種鞋也被稱為“老爹鞋”。在不同品牌中，他們發(fā)布了代表“ugly shoes”的運動鞋，并變得非常流行。90年代是運動服裝的全盛時期，許多品牌都使用技術重新推出當時熱銷的產(chǎn)品。這些款式不是根據(jù)鐵桿趨勢匆忙制造的，它蘊含著品牌悠久的傳統(tǒng)。年輕一代對這些品牌的設計和故事充滿熱情。

Balenciaga released a sneaker called triple S in 2017, which was a design that had not been seen in their brand before. It was consist with a large outsole, an upper with various parts in layers, and at least designed with 3-4 colors. This triple S opened the era of ugly shoes, which also called daddy shoes since design resembled the sneakers that dads wore. In various brands, they released sneakers representing ugly shoes and became very popular. The 90s was the heyday of sportswear, and many brands are relaunching popular products sold at the time with added current technology. These models are not made in a hurry according to the iron trend, containing the brand's long-standing heritage. The young generations are enthusiastic about the designs and stories of these brands.

#RetroRadio#RetroProduct#RetroInterior

千禧一代和Z世代在物質(zhì)豐富的生活環(huán)境中長大，他們傾向于追求有價值的生活。在購買產(chǎn)品時，除了實用性，他們更喜歡獨特性或故事化的產(chǎn)品。收音機曾經(jīng)是記憶的產(chǎn)物，但最近又形成了以年輕消費者為中心的，復古收音機的新的消費趨勢。集感性設計、故事性和多種功能于一體的復古收音機，成為年輕消費者喜愛的禮物，也是年輕一代想要擁有的室內(nèi)配飾。

Millennials and generation Z who grew up in a materially rich living environment, tends to pursue a worthy life. They prefer products that are unique or story-like in addition to practicality when purchasing products. Radio was once a product of memories, but recently a new consumption trend for retro radio has been formed, centering on young consumers. Retro radio, which contains sensual design, story and various functions, became a gift that young consumers enjoy and an interior accessories which young generation would want in their home.

在認為環(huán)保就是性感的態(tài)度下，千禧一代和Z世代喜歡素食主義，覺得假皮草很新潮，甚至會考慮制作過程來購買化妝品?，F(xiàn)在，企業(yè)已經(jīng)讀懂了這些市場趨勢，并開始改變營銷方式，只有注重可持續(xù)性而不是追求簡單美的公司才能生存下來。

In the attitude of considering eco-friendly as sexy, the millennials and generation Z enjoys vegetarianism, considers fake fur trendy, and even buys cosmetic products by considering the process of making it. Now, companies have read these market trends and started to change marketing, and only companies with sustainability in mind rather than pursuing simple beauty survive.

#Patagonia#DoNotBuyThisJacket#Eco-friendly

Patagonia是一家以引領環(huán)境保護和自然保護而聞名的公司，他們發(fā)布了一則“不要買這件夾克”的廣告，兩年內(nèi)銷售額增長40%。年輕一代不是通過廣告來購買Patagonia的產(chǎn)品，而是贊同他們的理念，即盡量減少對環(huán)境的破壞，追求公平交易，并且告知一件夾克的制作過程如何影響環(huán)境，通過商業(yè)來保護環(huán)境。

Patagonia is well known as a company that has been leading the environmental protection and nature conservation activities. They posted an advertisement called 'Do not buy this jacket' and sales increased by 40% in two years. Instead of advertising to buy their products, young generations sympathize with Patagonia's philosophy of minimizing environmental damage, pursuing fair trade, and preserving the environment through business by notifying how the process of making one jacket affects the environment.

#Freitag#UpCycling#Sustainability

Freitag品牌包包由卡車防水布、汽車安全帶、廢棄自行車橡膠管制作而成，是環(huán)境保護和循環(huán)再造的代表。它回收現(xiàn)有的廢棄品，并通過添加不同的價值進行再創(chuàng)造。盡管售價高達200-600美元，但它目前有400家商店，去年的收入為10億美元。

The brand Freitag represents eco-friendly and up-cycling by making bags with truck waterproof fabrics, seat belts for cars, and rubber tubes for waste bicycles. It is a representative brand of up-cycling that recycles existing discarded products and re-creates them by adding different values. Despite the high-priced bag of 200 - 600 USD, it currently has 400 stores and revenue of 1 billion USD last year.

我們稱這些年輕人為“中性”的一代，他們接受不同的種族、性別和文化背景，并承認其價值觀。與上一代相比，千禧一代和Z世代更了解和熟悉那些與自己不同的人，他們對同性戀和跨性別問題也很感興趣。他們沒有按照別人設定的標準去調(diào)整自己，而是有一種接受和肯定現(xiàn)狀的意識。

We call this young people as ‘gender neutral' generation who recognize various races, genders, and cultural backgrounds and admit their values. The millennials and generation Z are more familiar with people who are different from themselves than the previous generation, and they are interested in homosexuality and transgender issues. Rather than adjusting themselves to the standards set by others, they have a sense of accepting and affirming the way it is.

#GlobalPrideCrossing#AnimalCrossing

針對性少數(shù)群體的活動在任天堂游戲《動物之森》中舉辦，這款游戲在今年很受歡迎。由于時間和空間的限制，以前沒有機會參加活動的人們，可以輕松地在虛擬空間中參與活動。

A campaign for sex minorities was held at the Nintendo game 'Animal Forest', which became very popular this year. Because of the limitations of space and time, people who did not have chance to participate in the campaign before, were able to easily get involved in the campaign in the virtual space.

#Non-BinaryEmoji#Memoji#Apple

蘋果在其系統(tǒng)為每個表情符號添加了“性別中立”的選項。區(qū)分男人和女人的視覺元素被排除在外，比如頭發(fā)的長度變?yōu)橹械乳L度，并使用灰色，這樣衣服的顏色就不會讓人想起特定的性別。膚色也拓寬了選擇范圍，讓用戶選擇與自己相似的顏色。蘋果2019年推出的表情符號功能為更多種族和性別提供了多種選擇，包括臉型、膚色、發(fā)型等，人們可以對蘋果的性別和種族問題一目了然。

Apple added a 'gender neutral' options to every human emoji in its system. The visual elements that distinguish men and women were excluded, such as the length of the hair coming mid length and using gray color so that the color of the clothes would not be reminded of a specific gender. The skin color also broadened the range of choices which made users choose colors similar to themselves. The Memoji feature which Apple launched in 2019, offers a variety of options for more races and genders, including face shape, skin color, and hairstyles, giving a glimpse of Apple’s gender and racial issues.

數(shù)字原住民通常被稱為“擁有智能手機的一代人”，智能手機的發(fā)展比其他任何技術都更主導著數(shù)字原住民的生活。他們熟悉互聯(lián)網(wǎng)和IT，并且喜歡圖像和視頻內(nèi)容，而非文本，喜歡手機而非電視機和計算機。視頻是千禧一代和Z一代最突出的交流工具，他們把大部分時間花在YouTube上進行搜索、學習、消費和交流。YouTube已經(jīng)成為他們不可或缺的服務。由于他們是通過視頻學習和交流的一代人，許多公司利用影響力，在視頻內(nèi)容營銷上投入大量的資金。在決定購買時，他們不是根據(jù)廣告，而是通過各種渠道收集到的信息和經(jīng)驗來判斷產(chǎn)品的價值。前幾代人主要受老一輩人的影響，而這一代人則受年齡相近的影響者的影響。此外他們熱衷于分享自己的興趣和生產(chǎn)內(nèi)容，他們可以被視為文化的消費者和生產(chǎn)者。

Digital natives are often called 'generations born with smartphones', and the development of smartphones dominates the life of digital natives more than any other technology. They are familiar with the internet and IT, and prefer images and video content than texts, smartphones rather than TVs and computers. The most prominent communication tool for millennials and generation Z is the video. They spend most of their time on YouTube in searching, learning, consuming and communicating. YouTube has become an indispensable service for them. Since they are a generation that learns and communicates through video, many companies invest a lot of money in video contents marketing using influencers. They judge the value of the product based on the information and experience collected through various channels rather than advertisement when deciding the purchase. While previous generations were mainly influenced by older generations, this generation is influenced by similar ages of influencers. In addition, they are familiar with sharing their interest and producing contents, and they can be seen as a consumer of culture and a producer.

#GucciGang#Youtube#Influencer

17歲的說唱歌手Lil Pump穿Gucci產(chǎn)品演唱的Gucci Gang，在Billboard排行榜上名列第三。他通過Facebook，Instagram和YouTube對這首歌進行各種視頻營銷。2017年，以“Gucci” 和 “Gucci-ish”為關鍵詞的谷歌搜索量也高居時尚類榜首。當其他品牌擔心自己的品牌形象會在網(wǎng)絡空間受損時，Gucci在網(wǎng)絡進行投資，使Gucci成為千禧一代和Z世代喜愛的品牌。

A 17-year-old rapper Lil Pump who is wearing Gucci products all over his body sang Gucci Gang and has reached number 3 on the Billboard charts. He conducted various video marketing through Facebook, Instagram and YouTube with this song. The number of Google searches with the keyword 'Gucci' or 'Gucci-ish' also topped the fashion category in 2017. When other luxury brands worry that their brand image will be damaged in the online space, Gucci invest in online branding and made Gucci a brand loved by millennials and generation Z.

#Meme#TikTok#Challenge#Remix

通過摘錄、模仿和再加工一些現(xiàn)有內(nèi)容而產(chǎn)生的模因，是業(yè)余愛好者和粉絲自愿創(chuàng)作并傳播到SNS的一種游戲文化。它像病毒一樣迅速傳播，并給分享相同模因的群體一種強烈的同質(zhì)感。最近，它作為一種代表千禧一代和 z 一代的數(shù)字游戲文化受到了廣泛關注。美國雜志《紐約客》稱TikTok為模因工廠，TikTok在美的用戶年齡60%為16到24歲之間，它是一款經(jīng)過優(yōu)化的應用程序，用戶可以消費15秒左右的短視頻，也可以自己制作內(nèi)容。年輕人可以通過TikTok來復制和創(chuàng)造新的模因。TikTok不同的兩個視頻有多種混音，并且不同的人編輯相同的圖像，可以產(chǎn)生新的，感覺不一樣的圖像。此外，“挑戰(zhàn)”文化最近在TikTok變得流行起來。從表演特定任務，到舞蹈挑戰(zhàn)，再到偶像歌曲，各式各樣的挑戰(zhàn)正在TikTok中舉行。因此，千禧一代和Z世代正通過TikTok積極地引領內(nèi)容市場。

The meme, which is created by excerpts, parody, and reprocessing some of the existing content, is consumed as a play culture that amateurs and fans voluntarily make and spread to SNS. It spreads rapidly like viruses and gives a strong sense of homogeneity to groups that share the same memes. Recently, it has been getting attention as a digital play culture representing the millennial and generation Z. The American magazine New Yorker also called the TikTok a meme factory, which the 60% of Tiktok users in US are 16 to 24 years old. TikTok is an app optimized to consume short videos of about 15 seconds or to produce content by oneself. Young people can reproduce memes or create new memes by using Tiktok. There are many remixes of two different videos of Tiktok, and new images are recreated in a different feeling depending on the person who edits the same images. In addition, the 'challenge' culture has recently become popular in Tiktok. Various types of challenges are being held, ranging from to perform a specific mission or dance challenge to dance to the songs of idols. As such, the millennials and generation Z is actively leading the content market through Tiktok.

千禧一代和 z 世代把消費看成是當前的滿足感，而不是未來的儲蓄，新的體驗是必須的投資。即使減少了其他方面的開支，他們也會根據(jù)自己的心情和目的，投資消費一種不同尋常的、更加現(xiàn)實的體驗。

The millennials and generation Z who focus on consumption for current satisfaction rather than savings for the future, new experiences are a must-investment. Even if they reduce the expenditure on other parts, they invest in consuming an unusual and more realistic experience depending on their mood and purpose.

#GentleMonster#CultureExperience#RetailExperience

創(chuàng)造與眾不同的概念空間，引導用戶體驗和購買眼鏡產(chǎn)品，Gentle Monster在空間上充了產(chǎn)品購買與體驗價值的空間策略，給千禧一代和Z世代帶來好感。針對線上線下，他們同時有效滿足了這幾代人的體驗型消費傾向。

Gentle Monster's spatial strategy, which made a space of unusual concept and lead to experience and purchased glasses products in it, filled the experiential value of product purchases in the space and led to the favorable feeling of the millennials and generation Z. It is effective to meet the experience-oriented consumption tendency of these generations by simultaneously targeting on-line and off-line.

#NRC#Nike+RunClub#SNS#BrandExperience

Nike通過各種營銷活動，提供令人愉悅的跑步體驗，引領跑步趨勢。在每年都舉辦高水平跑步活動，并且可以與專業(yè)教練和參與者一起訓練的Nike + Run Club上，根據(jù)不同的距離、速度和水平等技能，Nike為跑步者提供定制的跑步程序。Nike的營銷策略注重運動的難忘體驗，而不僅僅是銷售運動鞋，因為那些體驗到跑步樂趣的年輕消費者會在社交媒體上，不斷上傳展示自己跑步記錄的照片。

Nike is leading the running trend through various marketing activities that provide a pleasant running experience. Nike + Run Club, which hosts the highest level of running events every year and can train with professional trainers and participants, provides customized running programs for various runners according to their skills such as distance, speed and level. Nike's marketing strategy is focused on the unforgettable experience of sports, not just selling sneakers, as young consumers who have experienced the pleasure of running on social media every day are constantly uploaded with photos that boast their running records.

千禧一代和Z世代追求理性消費，并首先傾向于投資自己。接受一個品牌的方式也取決于品牌所追求的價值，它所具有的風格，以及它與自身的契合程度。過去，品牌在戰(zhàn)略上排斥流行文化，但現(xiàn)在他們正在針對年輕一代進行各種嘗試。千禧一代和Z世代正在成為最有影響力的消費者，品牌需要的是能夠直接吸引他們品味并帶來樂趣的營銷，而不是他們過去所追求的優(yōu)雅的品牌戰(zhàn)略。

The millennials and generation Z pursues rational consumption and tend to put investment on theirselves first. The way of accepting a brand is also selectively done depending on what value the brand pursues, what style it has, and how much it fits with themselves. In the past, luxury brands have strategically excluded pop culture, but now they are showing various attempts targeting the young generation. For the millennials and generation Z , who are emerging as the most influential consumer now, brands will need marketing that can directly attract their taste and give fun rather than the elegant brand strategy that they have pursued in the past.

Chrome Hearts x Converse Chuck Taylors

Chrome Hearts和Converse合作打造的全明星運動鞋已經(jīng)發(fā)布。這款聯(lián)名運動鞋世上僅有一雙，用Chrome Hearts的識別標志-金屬十字徽標緊密地貼在匡威運動鞋中設計而成。這款運動鞋在Bam Margiela的Instagram上發(fā)布，他一直在發(fā)穿著聯(lián)名運動鞋進行滑板運動的視頻。

The all-star sneakers which is created through a collaboration between Chrome Hearts and Converse have been released. The collaboration sneakers are only one pair exists in the world and designed in a form that metal cross logo, which is the signature of Chrome Hearts, is tightly attached in Converse sneakers. The sneaker was released on the Instagram of Bam Margiela, who has been releasing videos of his skateboarding wearing collaboration sneakers.

Chanel Game Center

品牌Chanel開了一家游戲中心，當你進入這個游戲中心，你會發(fā)現(xiàn)一個化妝品與娛樂共存的世界。以游戲機為概念，Chanel的目的是購物+娛樂。比起引誘人們對品牌進行單次性購買，重要的是讓他們體驗品牌并塑造一個年輕的形象。質(zhì)量和苛性比固然重要，但是針對千禧一代和Z世代，品牌體驗是否有吸引力和是否有樂趣更重要。

Luxury brand Chanel opened a game center. When you enter this game center, you will find an interesting world where cosmetics and entertainment coexist. Chanel aimed at the effect of shoppertainment (shopping + entertainment) with the concept of a game arcade. Rather than inducing one-dimensional purchase of a brand product, it is important to make people experience the brand and to make a young image. The quality and caustic ratio are important, but it is more important whether the brand experience is attractive and fun to target the millennials and generation Z.

Louis Vuitton x NIGO

Louis Vuitton設計師Virgil Abloh和NIGO（日本街頭時尚的傳奇人物和Human Made的創(chuàng)始人）進行了一次合作。NIGO曾為日本代表性街頭品牌Bape工作，Humanmade是NIGO于2010年創(chuàng)立的服裝品牌，正在推出基于日常主題的美國復古休閑服裝。這一合作，是通過Louis Vuitton 2020年秋季前系列外觀手冊公布的，由標題為LV2的設計產(chǎn)品組成，用Nigo的風格表達Louis Vuitton的特征。當這兩個在高級時裝和街頭品牌領域處于領先地位的品牌打破界限，展現(xiàn)出前所未有的融合，千禧一代和Z一代都非常喜歡。

Louis Vuitton's designer Virgil Ablo and NIGO, the legend of Japanese street fashion and the founder of Humanmade, have collaborated together. Humanmade is a clothing brand founded in 2010 by NIGO, who worked for a representative street brand in Japan, Bape. Humanmade is introducing American vintage casual style costumes that are based on everyday themes. This collaboration, which was unveiled through Louis Vuitton's 2020 pre-fall collection look-book, consists of design products with the title of LV2 and expressing Louis Vuitton's signature in Nigo's style. When the two brands that were leading the way in each area of high fashion and street brand broke down the boundary and showed the fusion which has never been before, the millennials and generation Z love it.

Burberry

掉落式銷售策略是指，通過一些商店或社交網(wǎng)絡以驚人的方式銷售限量版或小批量生產(chǎn)的產(chǎn)品。受Supreme等街頭品牌投放策略的啟發(fā)，Burberry每月17日推出一款針對年輕一代口味，僅限于線上銷售的新產(chǎn)品。掉落式銷售策略是一種能夠滿足千禧一代和Z世代渴望擁有特殊產(chǎn)品需求的策略。

The sales strategy called drop refers to the way in which limited editions or products made in small quantities are sold in a surprise manner through some stores or social networks. Burberry has launched a new product that targets the tastes of younger generations on the 17th of each month, which is limited to online, inspired by streetwear brand drop strategies such as Supreme. The drop-type sales strategy is a strategy that can satisfy the needs of the millennials and generation Z, which has a desire to own special products.

PALACE

PALACE是一個以滑板服裝為主，對年輕人有很大影響的英國街頭品牌，在英國被稱為“Superme”。PALACE使用街頭文化經(jīng)常引用的復古元素來打造品牌形象。PALACE 公司有意通過模擬VHC(家庭視頻系統(tǒng))的拍攝方式進行市場營銷。他們還通過模仿不同的品牌或制作看起來像是開玩笑的產(chǎn)品說明頁，來迎合想要獨特和新鮮事物的，年輕一代的口味。通過這些營銷，PALACE得到了喜歡復古和街頭文化的年輕一代的好評。

PALACE is a British street brand which mainly has skateboard clothing and has a great influence on young people that it is called Superme in UK. As a street brand, PALACE uses retro elements that are often cited in street culture to create the brand image. PALACE has intentionally attempted marketing through analogue VHS (video home system) shooting. They also try to target the tastes of younger generations who want unique and new things, by parodying different brands or making product description pages that seem to be written as a joke. Through these marketing, PALACE has got a good response from the younger generation who like retro and street culture.

Lululemon

與其他時尚品牌不同，Lululemon強調(diào)通過品牌而不是產(chǎn)品本身獲得體驗。Lululemon有各種各樣的項目，如瑜伽、冥想、現(xiàn)代舞和跑步，顧客可以定期參加，并一起享受鍛煉和文化。Lululemon的 核心哲學是汗水生活，這是一種喜歡流汗，熱愛生活的人的生活方式。千禧一代和Z世代更喜歡穿能讓自己滿意的衣服，而不是穿衣服給別人看，Lululemon品牌本身就能吸引到他們。現(xiàn)有的時尚服裝市場總體呈下降趨勢，但運動休閑服裝市場在年輕一代中穩(wěn)步增長。

Different from other fashion brands, Lululemon emphasizes the experience that can be gained through the brand than the product itself. Lululemon has various programs such as yoga, meditation, modern dance and running that customers can regularly participate in, and enjoys exercise and culture together. At the heart of Lululemon’s philosophy is sweat life, which means a lifestyle of people who love sweating and love their lives. The branding of Lululemon alone could appeal to the millennials and generation Z who prefer to wear which can satisfy themselves rather than to wear clothes to show others. The existing fashion apparel market is declining overall, but the athleisure wear market is steadily growing in the young generation. 

Alexander Wang x McDonalds

去年11月，Alexander Wang發(fā)布了一款新產(chǎn)品，緞面午餐袋。因為外形酷似麥當勞的午餐袋，這款產(chǎn)品備受關注。Alexander Wang后來與麥當勞合作發(fā)布了午餐袋和野餐籃。他說“麥當勞品牌一直是最接近流行文化的品牌，能夠參與到創(chuàng)意項目中來，我感到很榮幸”。麥當勞中國首席營銷官徐佳婷（Christine Xu）也提到，“與Alexander Wang的合作反映了中國消費者對新理念和創(chuàng)新的強烈渴望，我希望這次合作能使人們微笑，能給他們的日常生活帶來微小但令人驚嘆的快樂”。

In November last year, Alexander Wang released a new product, the satin lunch bag clutch. This product got some attention because the shape resembled McDonald's lunch bag. Alexander Wang later released McDonald's lunch bag and picnic basket through collaboration with McDonald's. He said "The McDonald's brand is always the closest to pop culture and is honored to participate in creative projects,". McDonald's China CMO, Christine Xu also mentioned that "The collaboration with Alexander Wang reflects the strong desire of Chinese consumers for new ideas and innovations. I hope this collaboration will make people smile and give them a small but amazing pleasure in their daily lives."

CocaCola NewCoke x Stranger Things

1985年，可口可樂推出一種新配方贏得了百事可樂的競爭，但由于現(xiàn)有消費者的強烈反對，新配方在上市三個月后就停止了生產(chǎn)。30年后，這款新可樂隨Netflix電視劇《怪奇物語3》回歸。30年前沒體驗過新可樂的年輕一代通過這部劇對新可樂的味道產(chǎn)生了好奇，可口可樂通過一家特殊的彈出式商店復制了新可樂的配方以及設計，并對這款限量版新可樂進行銷售。

In 1985, Coca-Cola launched a new recipe to win their competitor Pepsi, but it stopped production in three months after its launch due to strong opposition from existing consumers. The New Coke, returned with Netflix drama ‘Stranger Things 3’ in 30 years. Young generations who have not experienced New Coke 30 years ago have been curious about the taste of New Coke through this drama, and Coca-Cola has reproduced the recipe as well as the design through a special pop-up store, and sold this limited edition New Coke.

Gompyo Flour

Gompyo最初是韓國磨坊公司具有代表性的面粉品牌，但現(xiàn)在，它與LG家居&保健、Run Rabbit、Swanicoco和4XR等各種品牌合作，以復古概念展示了廚房清潔劑、化妝品、服裝、啤酒等各種產(chǎn)品。雖然“面粉等于Gompyo”在中年人中根深蒂固，但它被認為是適合年輕一代的，新穎而有趣的品牌。這種激進而富有挑戰(zhàn)性的變化使其成為的復古品牌。

Gompyo was originally a representative flour brand of company called Korean mill, but now it is showing various products such as kitchen detergent, cosmetics, clothing, beer through collaboration with various brands such as LG Household & Health Care, Run Rabbit, Swanicoco and 4XR in retro concept. The fact that flour equals Gompyo is a stereotype that has been deeply rooted in middle-aged people, but it is recognized as a new and fun brand suitable for the the younger generations. This radical and challenging change in Gompyo has made them the most popular retro brand.

Jinro Soju

Jinro是最近隨著newtro潮流而更新的品牌之一。 Jinro透露了“ Jinro is back”的logo和淺藍色瓶包裝。這款重新詮釋了他們原來品牌形象的產(chǎn)品在推出后兩個月內(nèi)就實現(xiàn)了銷售目標。 Jinro正通過與Obey，Covernat等街頭時尚品牌合作，與戶外品牌Helinox發(fā)行野餐裝等方式，努力吸引年輕一代。

Jinro is one of the brands that have recently renewed with the newtro trend. Jinro revealed the 'Jinro is back' logo and light blue bottle package, which reinterpreted their original brand identity has achieved the target sales amount within two months after launching . Jinro is making efforts to appeal to the younger generation by collaborating with street fashion brands like Obey, Covernat and releasing picnic sets with outdoor brand Helinox.

Louis Vuitton x LOL

積極抓住年輕消費者的Louis Vuitton也將數(shù)字營銷擴展到了電子競技領域。Louis Vuitton與英雄聯(lián)盟合作的特別目標似乎是中國消費者，因為他們希望利用LoldCup (英雄聯(lián)盟+世界杯）在中國的流行來擴展消費者的體驗。

Louis Vuitton, which is aggressively marketing young consumers, has also expanded its digital marketing to e-sports. The Louis Vuitton's League of Legend partnership seems to have especially targeted for Chinese consumers since they expect to expand customer experience by utilizing the popularity of LoldCup(League of Legend + World cup) in China.

PUBG x BAPE

韓國皇室游戲PUBG與日本街頭品牌BAPE合作。通過這次合作，BAPE發(fā)布了含有PUBG品牌元素的標志性產(chǎn)品，比如鯊魚迷彩拉鏈風帽、短袖襯衫、背包和其他物品。如果用戶在現(xiàn)實中購買這些產(chǎn)品，他們將獲得可以在游戲中使用的代碼，這些代碼可以獲取 BAPE的物品。通過這款合作產(chǎn)品，PUBG的用戶不僅可以在現(xiàn)實，還可以在游戲中看起來獨特而時尚。

A Korean battle royal game PUBG and a Japanese street brand BAPE collaborated together. Through this collaboration, BAPE's iconic products such as shark camo zip-up hood, short-sleeved shirts, backpacks, and other items with PUBG brand elements were released. If the user buy these products in reality, they will be given code to get BAPE items that can be used in the game. Through this collaboration product, PUBG users can look unique and trendy not only in reality but also in the game.

Animal crossing

與被新冠疫情捆住了手和腳的現(xiàn)實世界不同，動物之森允許人們在虛擬空間中享受日常生活，它給那些不得不呆在家里的人帶來了滿足感。在這個游戲中，你可以通過換幾件在現(xiàn)實中很難穿的衣服來展示你的時尚感。隨著游戲對時尚越來越感興趣，品牌也進入了虛擬世界。Valentino在動物之森中發(fā)布了二十種風格的衣服，Mark Jacobs 免費發(fā)布了6套，Anna Sui和 GCDS也有參與。對于追求個性和自我滿足的千禧一代與Z世代來說，游戲中的服飾和配飾成為了一種很好的推廣品牌的方式。

Unlike the real world, where Corona has tied people’s hands and feet, the Animal Forest allows people to enjoy everyday life in the virtual space which has provided surrogate satisfaction to those who have to spend time at home. In this game, you can show off your fashion sense by changing several luxury clothes that are hard to wear in reality. As the interest in fashion in the game grew, luxury brands also entered the virtual world. Valentino introduced twenty styles of clothes in animal forests, and Mark Jacobs distributed six new clothing free of charge in the game. Anna Sui and GCDS also participated. The luxury costumes and accessories in the game have become a great way to promote the power brand for the millennials and generation Z who pursues personality and self-satisfaction.

Zepeto x Blackpink

全球AR角色服務公司Zepeto與韓國偶像Black Pink有過一次代表性的合作。由于 Zepeto APP沒有時間和空間的限制，粉絲可以和Black Pink的角色合照，并一起享受和參加各種各樣的活動。如今，年輕一代喜歡在網(wǎng)上創(chuàng)建他們自己的角色，這些角色生活在網(wǎng)絡空間，比在現(xiàn)實擁有更多的自由。

Global AR avatar service Zepeto has presented collaboration with Korean pop idol Black Pink. Since there are no restriction in time and space within Zepeto app, fans can take pictures with avatarized Black Pink members or enjoy a variety of activities together. These days, young people enjoy creating their own character (multi persona) in the online space, living in the online space that can have more freedom than reality. 

Fortnite x Travis Scott

Travis Scott在 《堡壘之夜》的游戲世界中舉辦演唱會并發(fā)布新歌。1230萬用戶在世界第五大游戲中同時觀看了這場show。他們實時演出，用戶則在游戲中交流和享受這場演唱會。在因為新冠疫情無法舉辦演唱會的情況下，通過游戲進行的虛擬演唱會給年輕一代帶來了特別的樂趣。

Travis Scott held a concert at the Fortnite Games and also released the new song.12.3 million people watched the show at the same time in this fifth largest game of the world. They performed in real time and the users communicated and enjoyed the concert in the game. In a situation where Corona can not have a real concert, virtual concerts through games have given special fun to younger generations.

Peace Elite x Tesla

《和平精英》是騰訊游戲公司出品的一款皇室戰(zhàn)爭手游。通過與美國著名電動汽車品牌特斯拉合作，《和平精英》的用戶可以在游戲中直接駕駛特斯拉。此前，當《和平精英》推出一款可以在游戲中駕駛的瑪莎拉蒂時，游戲用戶增加到了2700萬。與特斯拉的合作也有望產(chǎn)生巨大的廣告效應。

Peace Elite is a battle royal mobile game made by Tencent Games. Peace Elite has included Tesla cars that can be driven directly within the game through collaboration with Tesla, a well-known American electric car brand. Previously, when Peace Elite launched a Maserati car that can be played in the game, the number of game users increased to 27 million. The collaboration with Tesla is also expected to have a huge advertising effect.

Snapchat x Demian Hirst

當代最著名的英國藝術家 Damien Hirst發(fā)明了一種 Snapchat鏡頭，任何人都可以在Snapchat APP中使用AR技術來體驗他的旋轉作品。有了這個鏡頭，人們可以用Demian Hirst完成作品的方式在APP上作畫。Damien Hirst和Snapchat建議通過這個項目，向那些致力于為弱勢群體提供現(xiàn)代醫(yī)學科學的非盈利組織捐款。這項捐贈政策使Snapchat得到了不大會為社會或環(huán)境花錢的，千禧一代和Z世代的巨大反響。

One of the most notable British artist of contemporary artists Damien Hirst created a Snapchat lens that allows anyone to experience his spin works using augmented reality within the Snapchat app. With this lens, people can paint on the app the way the actual Demian Hirst completes his work. Through the project, Damien Hirst and Snapchat are recommending donations to non-profit social organizations that strive to provide modern medical science to vulnerable communities. Through this donation policy, Snapchat was able to get a great response from the millennials and generation Z who does not spare money for social or environmental significance.

KAWS Virtual Gallery

隨著新冠病毒對空間的日益限制，世界各地的一些畫廊和博物館允許人們在線觀看他們的展覽。最近墨爾本國家美術館與年輕一代喜愛的藝術家 KAWS共同舉辦了一個虛擬展覽。進入NGV網(wǎng)站，人們可以在一個由3D構成的空間里欣賞一個逼真的展覽。此外，KAWS還與Acute Art合作，創(chuàng)作了可在全球12個城市體驗的AR雕塑。Acute Art通過積極利用VR和AR等尖端技術，引入了新的視覺藝術形式。通過手機的AR技術，用戶可以自由地觀看用3D實現(xiàn)的KAWS雕塑。采用這一先進技術的展覽超越了時間和空間的限制，同時展示了綠色展覽的可能性。

With the corona virus increasing spatial constraints, several galleries and museums around the world are allowing people to view their exhibitions online. Recently, the National Gallery of Melbourne opened a virtual exhibition with KAWS, the artist who is loved by younger generations. Entering the NGV website, people can enjoy a realistic exhibition in a space composed of 3D. In addition, KAWS has created AR sculptures that can be experienced in 12 cities around the world by collaborating with Acute Art, which introduces new forms of visual art by actively utilizing cutting-edge technologies such as VR and AR. Through the AR technology of the mobile phone, the user can freely view the KAWS sculpture implemented in 3D. The exhibition using this advanced technology transcended the constraints of exhibition space and time, and at the same time showed the possibility of eco-friendly exhibition.

Apple [AR]T

使用AR技術，蘋果發(fā)布了一款名為[AR]T的體驗系列。該系列由交互式 [AR]T Walk組成，其中包括世界著名的當代藝術家的AR作品；以及Apple Store的[AR]T，用戶可以在全球所有蘋果商店體驗AR作品。[[AR]T Walk的概念是體驗舊金山、倫敦、香港和東京等城市，并在每個城市街道行走的同時，通過iPhone的AR技術欣賞藝術作品。在Apple Store的[AR]T中，用戶可以在蘋果專賣店欣賞Nick Cave擴增現(xiàn)實的藝術作品。專注于向數(shù)字原生一代分享有趣經(jīng)驗的方式，令蘋果的AR技術推廣取得了成功。

Apple has released an experience series using augmented reality called [AR]T. This [AR]T series consists of interactive [AR]T Walk, which includes AR works by world-renowned contemporary artists, and [AR]T at the Apple Store, where you can experience AR works in all Apple stores around the world. [[AR]T Walk has the concept of experiencing cities such as San Francisco, London, Hong Kong, and Tokyo, and enjoying art through the AR technology of iPhone while walking the streets of each city. [AR]T at the Apple Store, which can be experienced in the Apple Store, can enjoy Nick Cave's augmented reality artwork in the Apple Store store. Apple's AR technology promotion focusing to share interesting experiences to the digital native generation has been successful.

千禧一代和Z世代都是數(shù)字原住民，他們使用移動設備的比例遠遠高于其他任何一代。通過移動設備，這些年輕一代可以進行超越時空限制的交流，他們喜歡通過圖像和視頻與同齡人交流，通過社區(qū)獲取新聞和信息，也更加自由地展示自己的個性。這幾代人的這些特點也被應用到了移動APP的首選項上。對于千禧一代和Z世代來說，從通信到社交，購物到銀行，移動APP幾乎應用于他們?nèi)粘Ｉ畹拿恳徊糠?。本?jié)我們將分享市場上正在興起的年輕一代的移動服務。

The millennials and generation Z are digital natives who use mobile devices overwhelmingly higher than any other generation. These younger generations who can communicate beyond the spatial and temporal limits through mobile devices, enjoy communicating with peers through images and videos, get news and information through the community, and reveal their individuality more freely. These characteristics of this generations have also been applied to mobile app preferences. For the millennials and generation Z, mobile apps are used almost every part of their daily lives, from communication to socializing, shopping and banking. In this section, we will share about the mobile services that are emerging among the young generation market.

年輕一代喜歡根據(jù)圖片或視頻來尋找、編輯和分享他們想要的信息，他們喜歡不厭其煩地制作和消費在線內(nèi)容來展現(xiàn)自己。此外，千禧一代和Z世代熱衷于不到一分鐘的短視頻。因為年輕人非常渴望用簡單易行的方式制作和分享他們的日常故事，可以制作短視頻的，像Instagram 和 TikTok一樣的APP越來越受歡迎。

The younger generations enjoys finding, editing, and sharing information they want based on images or videos. They enjoy showing off themselves by producing and consuming online contents without repulsion. Also, the millennials and generation Z are enthusiastic about short videos of less than a minute, not long breathing. Like Instagram and TikTok, apps that users make their own short-form videos have gained popularity because young people had a great desire to make and share their everyday stories in a simple and easy way.

Tiktok

TikTok提供各種各樣的工具幫助人們進行短視頻內(nèi)容創(chuàng)作。通過AR技術修飾人臉的濾鏡、各種貼紙、速度控制器、反向播放和慢動作等功能，只需按幾個按鈕，就可以應用于用戶的視頻。不像其他視頻平臺，用戶可以在TikTok輕松地編輯他們的視頻并分享樂趣。

TikTok provides a variety of tools that helps people to create a short form video contents. The filters that decorate faces through AR technology, various stickers, speed controler, reverse playback and slow motion function can be applied to the user’s video just by pressing several buttons. Unlike other video platforms, users can be easily edit their videos and share to have fun.

Instagram story

Instagram Story是一項功能，它允許用戶將照片和視頻分享到訂閱源，并實時分享他們的日常生活。Instagram Story有一個特點，內(nèi)容會在24小時之后消失。因為知道內(nèi)容會很快就消失，用戶可以以一種更隨意的方式，實時展示他們的日常生活。Instagram Story受到喜歡獲取關注，喜歡展示和表現(xiàn)自己的千禧一代和Z世代的歡迎。

Instagram Story is a function that allows users to upload photos and videos to their feed and share their daily lives in real time. The Instagram Story has a special feature that contents disappears after 24 hours. People can show their daily lives in real time, in a more casual way since they know the content will disappear soon. Instagram stories gained popularity from millennials and generation Z who enjoy receiving attention and enjoying revealing and showing off themselves. 

IGTV

Instagram還推出IGTV，一個新的，允許用戶上傳長達一小時視頻的視頻平臺。IGTV開通移動優(yōu)化視頻頻道，降低了新影響者的門檻。雖然在YouTube上發(fā)布內(nèi)容的用戶比例要遠遠低于使用它的用戶，通過在IGTV的個人賬戶上發(fā)布內(nèi)容，Instagram有讓用戶成為內(nèi)容生產(chǎn)商的潛力，而不僅僅是使用者。

Instagram also launched IGTV, a new video platform that allows users to upload videos up to an hour long. IGTV opened mobile-optimized video channels and lowered the threshold for new influencers. While YouTube has a significantly lower percentage of YouTubers who publish content than consumers, Instagram has more potential for users to become a provider than just al consumers by posting content on their personal accounts using IGTV.

與前幾代人在書籍或門戶網(wǎng)站上搜索信息不同，千禧一代和Z世代喜歡通過在基于視頻內(nèi)容的手機應用或社交媒體上提問來獲取答案，它們可以提供即時的反饋和交流。

Unlike previous generations who searched books or portal sites for information, millennials and generation Z like to get answers by asking questions on video contents based mobile apps or social media that can provide immediate feedback and communication.

Youtube

YouTube是千禧一代和Z世代用來獲取信息的最大移動APP。例如當年輕一代想知道如何烹飪時，他們會搜索YouTube而不是閱讀書籍或在門戶網(wǎng)站上搜索。根據(jù)最近的一項研究，59%的千禧一代和Z世代更喜歡從YouTube視頻中學習，55%的人說他們在YouTube上學到的東西實際上很有幫助。對于這幾代人來說，YouTube已經(jīng)成為教育和娛樂的平臺。

YouTube is the largest mobile app used by millennials and generation Z to acquire information. For example, when they want to know how to cook, younger generation search YouTube instead of reading books or search on portal sites. According to a recent study, 59 % of millennials and generation Z prefer to learn from YouTube videos and 55% said what they learned on YouTube was actually helpful. For these generations, YouTube has become a platform for education as well as entertainment.

Twitch

Twitch是一款千禧一代和Z世代都喜歡的，特定游戲流媒體服務。Twitch針對的是想在游戲文化中進行積極交流的游戲粉絲，作為一名社區(qū)成員，他們在Twitch內(nèi)感到聯(lián)系，自愿管理和擴大Twitch的文化，并喜歡觀看和交流他們喜歡的 star streamers.

Twitch is a game-specific streaming service which millennials and generation Z like. Twitch is targeted for game fans who wants to actively communicate inside the game culture. Game fans feel connected within Twitch, voluntarily manage and expand Twitch's culture as a community member and enjoy seeing and communicating with their favorite star streamers.

Reddit

Reddit是美國的一家社交新聞網(wǎng)站。大致來說，它是一個巨大的社區(qū)網(wǎng)站，但它專注于分享有趣的新聞和信息，而不是像社交網(wǎng)絡一樣注重成員之間的交流。千禧一代和Z世代通過訪問Reddit社區(qū)來了解他們感興趣的主題。調(diào)查顯示，87%的千禧一代和Z世代表示，Reddit社區(qū)包含了他們想要的所有信息。

Reddit is an American social news community site. Basically, it is a huge community site, but it focuses on sharing interesting information and news, rather than on communication among members like social network services. The millennials and generation Z visits Reddit community to learn about certain topics they are interested in. According to the survey, 87% of the millennials and generation Z said there are communities in Reddit that contain all the information they want.

隨著千禧一代和Z世代的口味變得更加個性化和細分化，他們希望獲得的是適合自己口味的內(nèi)容。精選服務對個人口味進行分析并推薦合適的內(nèi)容。最近，AI技術可以讓用戶更加細致地獲得他們想要的內(nèi)容推薦。

As the tastes of the millennials and generation Z are becoming more personalized and subdivided, they want content that suits their own tastes. Curation service analyzes individual tastes and recommends suitable content. Recently, AI technology has allowed for users to get recommendation of contents they want more delicately.

Spotify

Spotify的每周發(fā)現(xiàn)功能， 可以自動分析用戶聽過的，并推薦適合他們口味的音樂。用戶聽得越多，越能得到更好的推薦。通過這個功能，Spotify已經(jīng)成為世界上最好的音樂流媒體平臺，它滿足了許多千禧一代和Z世代的口味。

Spotify's discover weekly feature is a function that automatically analyzes the music that users have listened to and recommends music which suits their tastes. More and more they listen to, the they can get better recommendation. Through this function, Spotify has become the world's best music streaming platform, satisfying the tastes of many millennials and generation Z.

Zamface

Zamface是一項利用AI技術搜索 beauty YouTubers，并給用戶推薦適合他們口味的美妝視頻的服務。Zamface在年輕一代中越來越受歡迎，它的訂閱用戶中，95%的年齡在13至24歲之間。Z世代通過beauty Youtuber的視頻關注和學習化妝方法，這是準確讀取了他們的需求，并利用AR技術不斷對服務進行創(chuàng)新的結果。

Zamface is a service that recommends makeup videos suitable for users by searching the video contents of beauty YouTubers with AI technology. Zamface is gaining huge popularity among younger generation that 95% of all subscribers are aged 13 to 24. This is the result of accurately reading the needs of generation Z to follow and learn makeup methods through the beauty Youtuber video and continuously innovating the service using AI technology."

現(xiàn)在的信息服務有很多，但很少能受到千禧一代和Z世代的喜愛。比起面對面，年輕一代有時候會覺得在網(wǎng)上交流更舒服。他們更熟悉實時分享自己現(xiàn)在的狀態(tài)。有些服務就專注于這些特性。

There are a lot of messaging services but few of them are loved by the millennials and generation Z. Younger generation sometimes feel more comfortable communicating online than meeting face to face and they are familiar to share their online status in real time. There are some services which focused on their characteristics. 

Facebook Messenger

Facebook messenger在用戶界面只留下兩個按鈕，將功能最小化，并特別強調(diào)社交功能。Facebook messenger帶來了Instagram story的功能，用戶可以在messenger中查看朋友的故事，也可以隨時查看朋友的連接狀態(tài)。千禧一代和Z世代通過移動設備與每個人建立聯(lián)系是自然而然的。對于他們來說，不需要與真正的朋友見面，就能感覺到彼此在一起，因為這樣，facebook的messenger收獲了巨大的人氣。

Facebook messenger minimized the function by leaving only two buttons on UI and particularly emphasized the socializing functions. Facebook messenger brings the Instagram story function to check the friend's story in the messenger and the user can always check the friend's connection status. It is natural that millennials and generation Z are connected to everyone through mobile devices. For them, Facebook messengers are gaining huge popularity by making them feel if they were next to each other without actually having to meet friends in real.

Zenly

Zenly 是在一款基于谷歌地圖的社交網(wǎng)絡信息服務，它在青少年中很受歡迎。Zenly 有一項普通messenger服務沒有的獨特的功能。如果你使用Zenly ，你可以獲知你朋友的位置，速度和剩余電量，當你與朋友相遇時，APP警報會顯示你正在遇見他的事實。 Zenly 在Z世代中如此受歡迎的原因是，其他幾代人經(jīng)常認為分享自己的位置是對隱私的侵犯，而年輕一代則認為共享位置很有趣，可以確認與朋友的關系。

Zenly is a social network messenger service based on Google Maps and is popular among teenagers. It has cute and simple interfaces and various functions which younger generation likes. Zenly has unique functions that are not available in ordinary messenger services. If you use Zenly, you are able to know the location, speed, and remaining battery amount of registered friends, and when you meet friends, the app alarm shows the fact that you met them. The reason why Zenly is so popular among generation Z was that other generations often thought that sharing one's location is an invasion of privacy, while younger generation reckon sharing the location is considered fun and confirm the relationship with friends.

考慮到千禧一代和Z世代強調(diào)概念和故事的性格特征，許多公司為之創(chuàng)造了新的角色，并通過年輕人可以共情的故事與他們進行交流。 年輕人現(xiàn)在熟悉圖像或視頻而不是文字，他們通過創(chuàng)建自己的角色內(nèi)容來引領新文化，并通過將自己喜歡的角色轉化為“文化因子”來自愿推廣。 此外，虛擬網(wǎng)紅已經(jīng)成為一種新的營銷工具，以熱衷于網(wǎng)紅的年輕人為營銷對象。

Considering the characteristics of the millennials and generation Z who emphasize concept and story, companies create new characters and communicate with young people through stories that they can sympathize with. These generations, who are familiar with images or videos rather than texts, lead a new culture by creating their own character contents and voluntarily promote the characters which they have affection by making it into memes. In addition, virtual influencers have become a new marketing tool to target young generations who are enthusiastic about influencers.

許多公司根據(jù)年輕一代的口味，使用角色IP內(nèi)容來制作短視頻。 最近，可以實時反饋用戶響應并可以在社交平臺上快速傳播和輕松消費的短視頻內(nèi)容，已成為一種有效的營銷工具。 它以機智的短片而不是長篇故事片吸引年輕的消費者。

Many companies use character IP contents to produce short forms of video according to the taste of younger generations. Recently, the short video content that can check the user's response in real-time and can be rapidly spread and consumed easily on SNS has become an effective marketing tool. It attracts young consumers with a witty short video rather than a long story video.

以BT21角色品牌為例，通過使用其角色IP在TikTok中制作模仿的格式，產(chǎn)生了大量與年輕一代的口味相匹配的內(nèi)容，并受到年輕人的喜愛。 此外，它們還提供了用于粘貼TikTok視頻內(nèi)容的角色貼紙，使用戶可以自然地在他們制作的內(nèi)容中宣傳角色。 以Spotify和華為為例，通過使用一些適合年輕一代口味的流行藝術家的人物IP分享短視頻，將新的品牌形象傳達給了這些世代。

In the case of the BT21 character brand, by producing a parody the format in Tiktok using their character IP, they produce contents that match the tastes of the younger generations and get their favorable feeling. In addition, they provide character stickers to be used for editing Tiktoc video contents that allow users to naturally promote the characters in the contents they make. In the case of Spotify and Huawei, the new brand image was conveyed to these generations by sharing short videos using some trendy artist’s character IP that suits the taste of the younger generation.

千禧一代和Z世代人都熟悉IT設備，他們很容易以數(shù)字形式繪制事物。 這些世代傾向于將自己的日常生活制作成短片，然后將其上傳到社交平臺上。 他們制作這些簡短的動畫片來表達自己的個性。 卡桑德拉卡林（Cassandracalin）和Min4rin則是根據(jù)作為女性的經(jīng)歷來日常創(chuàng)作。 他們的漫畫獲得了女性的大力支持和同情，并且還出版問世。 這些案例成為Instagram被認可為另一個網(wǎng)絡卡通平臺的開始。 以洋基基為例，他幽默地在自己的社交平臺上刊登了關于“工作中非理性狀況”的簡短漫畫。 隨著千禧一代和Z世代的到來，他的故事已在工人群體中引發(fā)許多話題，而且這些內(nèi)容已通過書籍、在線表情包、商品和廣告的形式被大眾消費。

The millennials and generation Z are familiar with IT devices that they easily draw things in a digital form. These generations tend to draw about their daily lives into a short cartoon and upload it in their own SNS. They produce this short form cartoon to express their personality. Cassandracalin and Min4rin draw their daily lives based on experiences as a woman. Their cartoons had gained a lot of support and sympathy from women and came out as a book. These cases become the start for Instagram to be recognized as another webtoon platform. In the case of Yangchikii, he humorously published a short cartoon on his SNS about an irrational situation at work. Along with the millennials and generation Z, his stories have become a lot of issues among workers, and these contents have been consumed through books, online stickers, goods, and advertisements.

千禧一代和Z世代人認為，表情包是一種新型的交流工具。 表情包是數(shù)字世界中獨特的交流工具，可幫助清晰直觀地表達情感并理解信息。 對于那些喜歡在不面對面的情況下進行交流的人來說，表情包已成為一種超越語言障礙的強大交流工具。 如今，千禧一代和Z世代使用表情包多于書寫，他們甚至只使用表情包交談。

Millennials and Generation Z thinks emoji as a new way of communication tool. Emoji is a unique communication tool in the digital world that helps to express emotions clearly and intuitively understand the message. For those who prefer to communicate without meeting face-to-face, emoji is emerging as a powerful communication tool beyond the barriers of language. Nowadays, millennials and generation Z use emoji more than writing. They even talk through using emojis only.

隨著表情包成為一種新的交流工具，頭像表情包通過將千禧一代及Z世代的個性和自我表達，而讓AR技術進一步發(fā)展。 年輕一代使用他們自己的頭像表情包來表達自己并創(chuàng)造新的文化。

As emoji became a new communication tool, avatar emoji evolved one step further by applying the personality and self-expression of the millennials and generation Z to AR technology. The younger generation uses their own avatar emojis in various contents to express themselves and create a new culture.

千禧一代和Z世代使用的在線表情包包含了小眾情感的表達，而且他們更喜歡輕便且大致帶有直觀信息的表情包。 隨著小眾情緒表達的在線表情包變得流行，習慣了數(shù)字繪圖的年輕一代傾向于自己制作在線表情包。 即使它不那么精致，但如果年輕人能夠共情這個概念，它也會受到年輕人的喜愛。

The online stickers used by the millennials and generation Z contain B-class emotions. And they prefer the stickers which are light and roughly drawn with intuitive messages. As B-class style online sticker becomes popular, the younger generations who are accustomed to digital drawing tend to make online stickers themselves. Even if it is not a well-drawn, it can be loved by young people if they can sympathize with the concept. 

隨著在線表情包在年輕一代中的流行，它已成為角色行業(yè)的重要組成部分。 由于個人可以在社交平臺上出售在線表情包，因此出現(xiàn)了各種角色，受歡迎的角色則擴展到了角色商品業(yè)務。 這些角色IP可以通過快閃店、在線商店，甚至可以直接與各種品牌進行合作。

As online stickers became popular among the younger generation, it became a big part of the character industry. As individuals were able to sell online stickers on the SNS platform, various characters appeared and popular characters expanded to the character goods business. Pop-up stores, online stores, and even collaborations with various brands are being done with these character IPs. 

在千禧一代和Z世代的支持下，網(wǎng)絡卡通市場急劇增長。網(wǎng)絡卡通最近已成為制作電影、戲劇和游戲的主流內(nèi)容。 隨著全球OTT市場的擴展，具有良好故事和想法的網(wǎng)絡卡通內(nèi)容成為IP業(yè)務的機會。 網(wǎng)絡卡通的流行，讓《上帝之塔》和《高中之神》被制作成了動畫。 它已經(jīng)在全球發(fā)行，包括亞洲、美國和歐洲，并且在海外市場上有很多粉絲。 Itaewon類也是基于網(wǎng)絡卡通在Netflix上制作的。 它在亞洲市場排名第一，并取得了巨大的成功。

The webtoon market has grown steeply based on the support of the millennials and generation Z. Webtoon has recently become mainstream content that was made into movies, dramas, and games. As the global OTT market expanded, webtoon contents with good stories and ideas became an opportunity in the IP contents business. The tower of God and the God of High School was made into an animation according to the popularity of Webtoon. It has been released all over the world, including Asia, the United States, and Europe, and has many fans in the overseas market. Itaewon class was also produced on Netflix based on Webtoon. It was ranked top in the Asia market and was a great success.

網(wǎng)絡卡通IP在角色IP行業(yè)中占據(jù)很大一部分。 使用網(wǎng)絡卡通IP設計的角色商品受到年輕一代的喜愛。 另外，各家公司與網(wǎng)絡卡通IP進行合作以推廣其品牌，因為它們可以自然地推廣其產(chǎn)品并為消費者（尤其是年輕人）帶來樂趣。

Webtoon IPs occupy a large portion in the character IP industry. The character goods designed with webtoon IPs are loved by the young generation. In addition, various companies collaborate with webtoon IPs to promote their brands because they can promote their products naturally and fun to consumers, especially to young people.

虛擬網(wǎng)紅是由主要消費者群體的變化和科學技術的發(fā)展創(chuàng)造的一種新的數(shù)字IP趨勢。 它們主要在Instagram，Twitter，F(xiàn)acebook和Snapchat等社交媒體上活躍。 即使他們不是真實的人，但卻能通過與粉絲交流來表現(xiàn)自己，并且擁有大量的關注者。 這種虛構的特征已經(jīng)成為利用社交媒體的公關市場的新趨勢。

Virtual influencers are a new digital IP trend created by the changes in the main consumer group and the development of science and technology. They are mainly active on SNS such as Instagram, Twitter, Facebook, and Snapchat. Even though they are not the real person they act one by communicating with fans and have a significant number of social media followers. This fictional character has become a new major trend in the PR market utilizing social media.

在某些情況下，品牌會自己創(chuàng)造虛擬網(wǎng)紅。 肯德基（KFC）創(chuàng)造的桑德斯上校（Colonel Sanders）使人想起了該公司的創(chuàng)始人形象，只不過看著更年輕一些。 韓國老牌飲料公司Binggrae創(chuàng)建了虛擬角色“ Binggraeus”。 Binggraeus有一個概念，他是做Instagram推廣Binggrae品牌的王子，該品牌反映了年輕人喜歡的小眾文化。 Binggraeus能夠通過制作具有個性的各種文化因子，并通過與年輕人積極溝通，來自然地推廣他們的產(chǎn)品。 這些有影響力的人顯然正在將品牌推廣給年輕一代，也被用作各種品牌活動的主要典范。

There are also cases that brands create virtual influencers themselves. KFC has created Colonel Sanders which reminds the founder of the company but in a young-looking. And Binggrae, which is the old beverage company in Korea, created the virtual character, ‘Binggraeus’. Binggraeus has a concept that he is the prince who does Instagram to promote the Binggrae brand which reflects the B-class culture that young people like. Binggraeus was able to promote the product naturally by making various memes with the character and actively communicates with young people. These virtual influencers are clearly promoting the brand to the young generation, and also are being used as the main model of various brand events.

圖形設計趨勢不斷變化，以反映千禧一代和Z世代的特征。年輕的一代更喜歡他們能夠直接體會到的機智或感性的圖像，而不是精心打磨和精致的圖像。 針對年輕人，可以快速應用于各種媒體的設計正在引領潮流。

Graphic design trends keep changing to reflect the characteristics of millennials and generation Z. This younger generation who prefer witty or sensual images that they can empathize with rather than well-polished and refined images. Targeting young people, designs that can be applied quickly to various media are leading the trend.

過去，品牌標識設計更加精致和不變，通常應用于印刷和應用程序。 但如今，媒體變得越來越多樣化，品牌標識也正在轉變?yōu)橐环N靈活的形式，可以適應這種變化。 許多品牌正在進行多種嘗試，以在千禧一代和Z世代人身上打上烙印。

In the past, brand identity design was more refined and immutable and usually applied to print and applications. But these days, the media is becoming more diverse and brand identity is also changing into a flexible form that can be adapted to this change. A lot of brands are trying various attempts to imprint identity on millennials and generation Z generation.

A lot of brands tend to make short logo animation with their brand logos. The brand logos are not an unchangeable element in brand identity anymore. The brand identity can give a fun and easy impression to appeal to millennials and Generation Z. 

許多品牌傾向于使用其品牌logo制作簡短的logo動畫。 品牌logo已不再是品牌標識中不可更改的元素。 品牌形象可以給千禧一代和Z世代一個有趣輕松的印象。

隨著數(shù)字平臺的發(fā)展，海報也正在演變?yōu)橐苿雍蟆?由于千禧一代和Z世代都熟悉視頻內(nèi)容，因此他們對移動圖形比對精致圖像更感興趣。 而且，與過去不得不將所有內(nèi)容打印在一頁上的情況有所不同，通過運動圖形以更加有趣的方式顯示更多信息變得更加容易，這也吸引了年輕一代的關注。

With the development of digital platforms, posters are also evolving into moving posters. Since millennials and generation Z are familiar with video content, they are more interested in moving graphics than refined images. And unlike in the past when we had to print everything on one page, it is easier to show more information in an interesting way through motion graphics which is also a point that young generations are attracted to. 

艾米莉·洛佩斯（EmilyLópez）的動態(tài)海報是由字體和復古圖形組成的，感覺粗糙而怪誕。 羅伯托·華納（Roberto Warner）的海報采用簡單的版式和圖紙制作而成，突出了藝術家希望使用動態(tài)圖形顯示的內(nèi)容。 許多圖形海報傾向于具有復古風格或由年輕一代喜歡的簡單有趣的圖形元素組成。

Emily López's moving poster is composed of type and retro graphics which feels rough and grotesque. Roberto Warner's poster is created with simple typography and drawings which highlights what the artist wants to show using motion graphics. A lot of graphic posters tend to have a retro style or composed of simple and fun graphic elements that young generations will like.

千禧一代和Z世代寧愿主動參與并獨自體驗新事物，而不是單方面看到信息。 許多設計師或藝術家試圖通過使用諸如AR之類的新技術，使年輕一代參與他們的作品。 年輕一代對與他們互動的圖形更感興趣。

Millennials and Generation Z prefer to participate actively and experience new things on their own rather than seeing information unilaterally. Many designers or artists try to make the young generation participate in their works by using new technologies such as AR. The young generation feel more attracted to the graphics which they can interact with.

Agenda 2020和后印刷時代都是使觀眾參與到使用AR觀看展覽的項目，并且有很多使用AR技術的圖形實驗，使人們可以通過圖形海報體驗三維技術。 通過讓人們積極參與該項目，自然地將品牌形象烙印于熱衷有趣和新體驗的年輕一代中。

Agenda 2020 and post-print are both projects that involve audiences to view exhibitions using AR. And there are a lot of graphic experiments using AR technology to let people experience three-dimensional experience through graphic posters. By letting people actively participate in the project, it can naturally imprint the brand image on the younger generations who love interesting and new experiences.

過去，似乎只是由兒童繪制的類似涂鴉的圖像往往不被認為是不錯的圖形。 但是，千禧一代和Z世代更喜歡以一種輕松自由的方式表達自己的情感和個性，他們傾向于將“涂鴉式的插畫”視為一種時髦的圖形。 有一點可以證明這種說法，許多希望得到千禧一代和Z世代支持的時裝品牌都渴望與繪制涂鴉風格圖形的插畫家合作。

In the past, doodle-like images that seem to have just been drawn by a child could not be recognized as a nice graphic. However, the millennials and generation Z who prefer to express their emotions and individuality in an easy and free way tend to see doodle style Illustration as a trendy graphic. As proof of that, many fashion brands that want to be supported by the millennials and generation Z are eager to collaborate with illustrators who draw doodle style graphics.

Margonzales是一位專業(yè)的滑板手和藝術家。 他過去從事滑板很長一段時間，他從街頭和滑板場景中汲取了靈感并在推出了自己的作品后就成為一名藝術家。 他的自由奔放和個人主義插圖受到許多年輕人的歡迎，并在他與Supreme發(fā)行合作產(chǎn)品時聞名世界。

Margonzales is a professional skateboarder and artist. He had been a skateboarder for a long time and became an artist when he came up with his artwork where he got inspiration from street and skateboard scenes. His free-spirited and individualistic illustrations were enjoyed by many young people and became known all over the world when he released a collaboration product with Supreme.

薩姆·考克斯（Sam Cox）是一位來自英格蘭的藝術家，比杜奇先生更著名。 他的作品的特征在于圖案、角色和對象像病毒傳播一般不斷擴展。 乍一看，他的作品看上去很幼稚，但氣氛明亮，受到很多人的喜愛。 他最近還與芬迪開展了有趣的合作。

Sam Cox is an artist from England who is more famous than Mr.Doodle. His work is characterized by the constant expansion of patterns, characters, and objects just as viruses spread. His work looks childish at first glance but has a bright atmosphere that seems to be loved by many people. He also recently conducted an interesting collaboration with Fendi.

丹尼爾·約翰斯頓（Daniel Johnston）于2019年去世，是歌手兼作詞人和視覺藝術家。 他一生中大部分時間都在精神疾病中掙扎，這影響了他的圖形風格。 2020年，街頭品牌Supreme與其合作推出了聯(lián)名產(chǎn)品。

Daniel Johnston, who passed away in 2019, was a singer-songwriter and visual artist. He had struggled with mental illness for much of his life which had been influenced his graphic style. In 2020, street brand Supreme launched a collaboration product with him.

俗話說，潮流在變，復古風格如今卻風行一時。 現(xiàn)在，可以使人聯(lián)想起80年代和90年代游戲和動畫的圖形重新成為一種時尚風格。 復古風格對某些人來說可能是懷舊的，或者對某些人來說是新鮮的。

As there is a saying that trend is going around, retro styles are now all the rage. Graphics that remind you of games and animations from the '80s and '90s are now recreated into a trendy style. Retro styles can be nostalgic for some people, or fresh and new for some.

Hanavbara是一個受歡迎的Instagram使用者，擁有24萬追隨者，主要繪制以K-pop偶像為主題的插圖。 他的插圖使人們覺得自己正在觀看90年代的動畫場景。 另外，Pixeljeff的插圖讓人想起90年代游戲中的場景。 過去由于技術限制而制作的粗糙且簡單的虛線游戲圖形現(xiàn)在被當成了表達個性的一種方式。 隨著這種復古趨勢，許多藝術家傾向于從過去的文化中獲得啟發(fā)。

Hanavbara who is a popular Instagrammer with 240,000 followers, mainly draws illustrations with the theme of K-pop idols. His illustration makes people feel like they are watching a scene from animation in the 90s. Also, Pixeljeff's illustration reminds people of a scene from a 90s game. Rough and simple dotted game graphics which used to be made because of technology constraints are now used as a way to express individuality. Many artists tend to get inspired by the past culture following this retro trend.

路易威登最近發(fā)布了一個有趣的視頻。 維吉爾·阿布洛（Virgil Abloh）制作了一個動畫，名為“與朋友的動物園大冒險”，這是路易威登男裝系列的新概念視頻。 他們正在根據(jù)千禧一代和Z世代的需求，做出獨特的新嘗試，以擺脫傳統(tǒng)時裝秀的形式。 另外，最近包含了老式動畫圖形的Toon-out等動畫過濾器在年輕人中也很流行。 包括Doja Cat在內(nèi)的許多藝術家都制作了復古音樂錄影帶。 這種復古風格已成為針對千禧一代和Z世代的新趨勢。

Louis Vuitton recently posted an interesting video. Virgil Abloh created an animation called "The Adventures of Zoooom with Friends" which is a new concept video for Louis Vuitton's men's collection. They are making a unique and new attempt to change in accordance with the needs of millennials and generation Z, away from the format of traditional fashion shows. Also, animation filters such as Toon-out which contains old-style animation graphics were recently popular among young people. Many artists including Doja Cat, made a retro-style music video. This retro style has become a new trend targeting millennials and generation Z.

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千禧一代占人口的31.5％，Z世代人口現(xiàn)在占比為32％。 千禧一代已經(jīng)在改變世界，Z世代也開啟了新的范例。 他們是現(xiàn)在和未來的真正消費者。 這篇研究文章研究了這樣的情況：這些世代具有比其他任何世代都更為獨特的個性，它們正在成為未來的力量，并且正在發(fā)生變化，以理解和反映這些世代在設計和營銷方面的文化和品味。 我們希望本文能夠幫助人們了解這些世代的特征，并了解他們所領導的趨勢。

The millennials consist of 31.5 % of the population and generation Z is now 32 %. Millennials are already changing the world and generation Z is also opening a new paradigm. They are the real consumers of the present and the core of the future. This research article examined the cases where these generations, which have more distinct personalities than any other generation, are emerging as future power, and changes are taking place to understand and reflect the culture and tastes of these generations in terms of design and marketing. We hope this article will help people understand the characteristics of these generations and know the trends they are leading.