Before starting this article, let's look at a few key words. personality: "If you are holding it, I will not feel it." Don't underestimate this sentence, just rush to the current propaganda of almost all products, and start to develop in the direction of "nothing, no lower limit". "What a terrible thing." Even if you are a technology stream, you have to let the products and copywriting "do not take the usual path," unless your object is too confusing. simple: Simple and simple. Baroque carved? Rococo crystal lamp? NO. These “local tyrants†products that are complicated to be visible are not their dishes. Go and see the apples, horizontal and vertical lines, streamlined to no fewer buttons, one-handed interface, this is 80, 90 STYLE. Convenience: Technology makes people lazy. This is especially true in this generation of new and new humans. Do not believe? The popularity of wearable devices can explain the problem. Apps that continually streamline life processes are also good examples. The pace of life is so fast, the work pressure is so great, and the energy and time are spent on unnecessary processes. Things that can be done while sitting can't go, how come it is convenient. Self: For the 80s and 90s born in the prosperous years of reform and opening up, compared with the fathers and grandparents, the speech has been free, the material has been enriched, and the superiority of the only child, "I am my own sun", as early as their world view The roots are deep and sturdy. There are so many social rules and regulations, why do you have to be self-restraint? A love that does not care for the body, a trip that says to go away, seems to be exaggerated, and it makes no sense. changeable: You can say that I am going to the Qin Dynasty, because it is constantly changing, it is our constant characteristics. There are so many new things. If the teacher sticks to the rules, how can I read the wonderful world of flowers and flowers? the Internet: The Internet, which was "made" in 1968, profoundly changed the life of 80, 90, massive information, colorful trends, and arbitrary choices, fully satisfying the 80, 90 yearning for freedom. Even someone will question whether 80 or 90 affects the Internet, or does the Internet change 80, 90? After reading these keywords, you can understand that such a world view can project what kind of family view, but also understand why IKEA still needs the police to maintain the order in the traditional store. IKEA: Adult's home "Dream Factory" The price is high and the quality is poor. From time to time, it will be recalled because of security risks... Almost every few months, consumers can be seen to complain about the quality problems of IKEA home. However, IKEA has not disappeared in the “speaking and slashingâ€. On the contrary, more and more people are pouring into IKEA, and IKEA's business leaders in China are soaring. It is not uncommon to hear news of cross-province purchases. Why is IKEA so hot? The minimalist design from Nordic, the furniture named after the designer, the frequently updated model room, the humanized shopping experience, the convenience of one-stop shopping, the fun of DIY home decoration furniture... every detail of IKEA, Each line design seems to be casual, but in fact, inadvertently, mobilize the desire to buy hidden in the heart. A media person who has been in the home media for 5 years told reporters that her daughter who had just entered elementary school had to go to IKEA to play almost every week. She was also happy to take the family to the IKEA “play†and buy something by the way. She said that the small cabinets, flower racks, coffee tables and other small items at home are basically bought from IKEA. For many years, the furniture media career has long told her that IKEA furniture is extremely low cost. "But every time I enter IKEA, I can’t stop. I want to buy things back." She believes that the unique DIY assembly method of IKEA furniture can make the furniture installation become the daughter's favorite parent-child game - both to exercise the children's hands-on ability, and to interact with the child through installation. Of course, the most important point is that the easy-to-operate installation method allows her to relive the sense of accomplishment when building a child. The unexpected and user-friendly home design can also give an unexpected spark of inspiration when she is occasionally exhausted. For more 80, 90, the positioning of IKEA's small fresh and literary fan, the spillover of petty bourgeoisie, satisfied their pursuit of high taste and personalized life. Moderate pricing can also enable many young people who have just stepped into the society to build their own dreams at a relatively low cost. Muji: Simple is not simple Communicate straight to straight people, do not bend around, do things simply and without dragging the water, and pursue the fastest way to achieve the best results... This is the most common way to do after 80, 90, projecting to the home view, it is the simple style Rush. Such as MUJI. One of the biggest features of this door-to-door business is minimalism. Its products remove the trademark, eliminating unnecessary design, removing all unnecessary processing and color, and simply leaving the material and function itself. In addition to the logo on the storefront and the logo on the paper bag, it is difficult to find the brand mark on all MUJI products. In the MUJI store, in addition to the red "MUJI" box, customers can hardly see the bright colors, most of the products are white, beige, blue or black. The natural, simple and simple lifestyle advocated by it is also highly respected by tasters. In the development of commodities, MUJI has strict regulations on design, raw materials and prices. For example, clothing should strictly abide by the design principles of no pattern, check pattern, and stripe. The color only uses black and white, brown, blue, etc. No matter how popular the popular color of the year is, it will never exceed the design principle to develop products. For environmental protection and consumer health, MUJI stipulates that many materials must not be used. On the packaging, the style is also more transparent and translucent, try to be simple. MUJI has also won the support of environmentalists because of its emphasis on environmentally-friendly recycled materials and the simplification of packaging to the most basic state. In addition, MUJI has never carried out commercial advertising, just as Mr. Takeuchi said: “We have absorbed the ideas of top designers and avant-garde concepts in product design, which has played a role in excellent advertising. Our products It has been accepted by different consumer groups, which has also played a role in us. In today's urban life, all aspects of people's lives have been labeled, and the consumer values ​​based on social class and vanity psychology behind the brand often mask the true feelings of human infection. The "no print" concept of life is exactly the opposite. It abandons all external "tags" and simplifies it: remove the trademark, remove all unnecessary processing and color, simple packaging, and simple to the only material and function itself. Remind people to appreciate the beauty of the original material and material, and to liberate the user from the external bondage in order to achieve a state closer to the inner self and closer to nature. Also in this state, MUJI's product categories have been extended from the beginning of the dozens to more than 5,000 now, covering almost all the daily needs. Silent and vocal branding and longevity, cultivating a large number of loyal "fans" with high brand viscosity, helping MUJI to get rid of commodity brands and turn into life brands. Innocent is to build an adult home "dream factory", IKEA, or use the minimalist style to create a "no card wins card" MUJI, have the same characteristics. They are all "attitude" brand Through the shopping experience and product expansion, this "attitude" is infinitely extended, and the 80, 90 consumption pain points are seized, and one hit, let them endorse their own home attitude.
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