Articles by 康迪 周在安

Brand Youthification or Building a Brand for the Youth?

Brand youthification has become an unavoidable marketing topic in recent years. With the Tmall China Chic Festival in 2018, a wave of China-chic and co-branding trends swept the domestic marketing scene, with old brands like Laoganma, Want Want, RIO, White Rabbit, and the Palace Museum sparking social discussions as 'internet celebrities.' However, brand youthification is often misunderstood; it is not merely about appealing to young people or adopting trendy communication tactics, but should be driven by the brand's core business objectives.