With the upgrading of consumption and the changes in the structure of the main consumer groups, many post-80s and post-90s generations have also grown into elite groups. This trend of youthfulness also reveals a new trend: the contribution of elite groups to market value is not only to lead consumption, but also to define the consumption trend and become the object that the public follows. Elite marketing is an important part of enterprise marketing. If a brand wants to break the conventional impression of public recognition and create a leading trend, it must turn from mass marketing to elite marketing.
Nowadays, elite marketing has become an important methodology for brand upgrading and transformation. The core point of elite marketing is to take the lead in grasping the core consumers with the most consumption power, and lead and drive mass consumption by influencing elites, thus reducing the advertising waste brought by large coverage and making communication more ROI. Only by influencing the elite can a brand become the leading brand of the category, and influencing the elite means influencing the future. Therefore, elite channels and media that occupy the unique time and space of elites and aggregate people with the same lifestyle, values and hobbies are of great value for branding influence and leading consumption trends.
China Zhong Jing Marketing Development Report, which was investigated by National Advertising Research Institute and Zhimeng Consulting Agency from 20 13, shows that by the end of 20 16, the elite population in China had reached 109 million, and maintained an annual growth rate of 5-8%. "Fitness" has become an important lifestyle of the elite population. At the same time, "fitness" has become an important way for individuals to relax, release themselves, pursue health and enhance their competitiveness, which also gives the imagination and value of "fitness club" marketing. Longer stay time and more relaxed mentality make it easier for fitness people to accept brand information, and "fitness club" has become the "energy field" of China elite people.
Self-introduction is as follows: As an important practitioner of elite marketing, 13 deeply cultivates the active media of fitness media, which not only supports the research of elite marketing theory, but also accumulates a large number of elite marketing cases. In practice, it applies scene marketing, experiential marketing and interactive marketing to fitness clubs, and constantly combines the characteristics of fitness people to "upgrade" and "activate" the media of fitness clubs. For more information and cases, please pay attention to active media WeChat and official website.