今夏至秋，一场由周黑鸭发起的"请全国大学生免费吃鸭"活动，席卷全国高校，成为Z世代社交圈层中的现象级事件。活动自7 月20日启动，至10月15日圆满落幕，累计送出30万份产品，注册会员大学生超过12万，全网曝光量突破1.4亿，成功将甜辣青春 打造为今夏最具共鸣的青春标签。 破局Z世代营销，以甜辣锚定青春情感动能 从"抢鸭"到"晒鸭"，从"吃鸭"到"忆鸭"，周黑鸭用实实在在的产品与情感投入，将甜辣的产品风味与活力的青春特质深度绑定， 建立起"周黑鸭=青春印记"的长期心智占位，诠释了品牌与年轻人玩在一起的真诚态度。 与此同时，通过聚焦大学生这一核心人群，周黑鸭不仅实现了产品体验的大规模扩散，更在Z世代心中种下了"甜辣青春"的情感 种子，成功将短期活动转化为长期品牌资产。 正如周黑鸭创始人周富裕所言："我们愿以不变的匠心与求变的热情，与年轻人一起，为'中国味道'注入蓬勃的青春活力。" 这场持续近三个月的"请全国大学生免费吃鸭"活动，不仅为卤味行业破解Z世代营销"重流量、轻沉淀"的行业痛点提供了突破性 范本，更重新定义了消费品牌与年轻群体的沟通逻辑，以产品为媒介、情感为内核、场景为载体，将品牌特质与用户的青春记 忆、 ...

Core Insights - The Chinese college market is experiencing significant growth, attracting attention from various brands, but there is a challenge in effectively communicating with Generation Z students, who are seen as "internet natives" [1][3] - Traditional marketing strategies like "traffic bombardment" and "price wars" are proving ineffective with this demographic, necessitating a deeper understanding and more precise strategies to win their loyalty [1][3] Group 1: Understanding Generation Z - The report emphasizes that Generation Z should not be oversimplified but viewed as a complex and contradictory consumer ecosystem, which is often where brand marketing fails [6] - Emotional consumption drives higher spending, with emotional purchases averaging 41% more than rational ones, indicating that brands must innovate continuously to maintain long-term relationships with these consumers [7] - Generation Z exhibits a duality in lifestyle choices, balancing "punk health" and "sustainable consumption," reflecting their multifaceted values and the need for brands to integrate emotional and functional aspects into their offerings [9] Group 2: Regional and Social Influences - The report outlines distinct regional preferences among college students, indicating that a one-size-fits-all marketing approach will not resonate with diverse consumer behaviors across different areas [10][11] - Trust in peer recommendations and social validation is significantly higher than traditional brand advertising, necessitating a shift towards community-based marketing strategies [10] Group 3: Strategic Recommendations - The AISPS decision-making framework proposed in the report redefines the purchasing journey for Generation Z, emphasizing the importance of social proof and sample trials to address their trust issues [13] - Six core influencing factors are identified as marketing triggers, allowing brands to tailor their strategies to resonate with Generation Z's emotional and value-driven preferences [15] - The report advocates for a segmented approach to marketing, focusing on specific life scenarios and consumer behaviors to move away from generic marketing tactics [17] Group 4: New Marketing Directions - The release of the report provides valuable insights for brands and industry researchers to better understand Generation Z, highlighting the need for authenticity, value resonance, and trust-building in marketing strategies [19] - The key takeaway is that marketing to Generation Z is not just about competing for traffic but involves a comprehensive examination of brand authenticity and emotional connections [19]

Group 1 - The core idea of the article is that Zhou Hei Ya is enhancing its marketing strategy by offering free products to college students, aiming to strengthen its connection with the Z generation [1] - The upgraded campaign, starting from September 1 to September 30, involves distributing 400,000 yuan worth of products, with 30,000 free items available each week [1] - The previous summer campaign successfully distributed 300,000 free products, generating significant social media buzz and engagement among college students [1] Group 2 - Zhou Hei Ya's founder, Zhou Fuyu, emphasizes the company's commitment to integrating into the lifestyle of the Z generation, aiming to be both a food choice and a companion in their youth [1] - The brand seeks to resonate with the vitality of the Z generation, promoting a narrative of "sweet and spicy youth" that reflects the current era [1]