{"id":1039,"date":"2021-06-20T08:00:17","date_gmt":"2021-06-20T12:00:17","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/06\/20\/catching-some-zs-with-iyia-liu\/"},"modified":"2021-06-20T08:00:17","modified_gmt":"2021-06-20T12:00:17","slug":"catching-some-zs-with-iyia-liu","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/catching-some-zs-with-iyia-liu\/1039\/","title":{"rendered":"Catching Some Zs with Iyia Liu"},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376258 = window.plc376258 || 0;\n            document.write('<' + 'div id=\"placement_376258_' + plc376258+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376258, [300,250], 'placement_376258_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376258++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n\n\n\n\n\n\n\n<figure class=\"wp-block-image alignright size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"301\" height=\"300\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2021\/06\/Iyai-Liu.jpg\" alt=\"\" class=\"wp-image-1041\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/06\/Iyai-Liu.jpg 301w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/06\/Iyai-Liu-150x150.jpg 150w\" sizes=\"auto, (max-width: 301px) 100vw, 301px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\">Iyia Liu is a self-made Kiwi businesswoman, who from her early 20s developed a knack of starting, scaling and selling businesses for a tidy profit. At an age when many are wrapping up their university studies, Liu was already riding high as a successful entrepreneur.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Now 27, Liu has previously founded a range of diverse brands including Waist Trainer shape-wear, Luxe Fitness supplements and gift box delivery service Celebration Box. Today Liu heads Tidal Hair haircare, Good4Me gummy vitamin range and her own &#8211; heavily attended &#8211; Girls In Business networking events.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">According to Liu, her entrepreneurial spirit was inspired by NastyGal founder Sophia Amoruso, who created an online clothes retailer worth $100 million in just a few years.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cShe was so motivated, I wanted to be just like her. So, I saved what money I could, and as soon as I graduated I put those funds towards my first business, which actually failed. But it led to the creation of four other e-commerce businesses that I have started from scratch, built up and then sold for a profit,\u201d she says.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc428354 = window.plc428354 || 0;\n            document.write('<' + 'div id=\"placement_428354_' + plc428354+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,428354, [300,250], 'placement_428354_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc428354++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">You could say that Liu has a talent for founding and growing businesses, yet for her, each one has been its own lesson in trial and error.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cOften you won\u2019t really know what works and doesn\u2019t work until you try it. You\u2019ll figure out things you can improve based on consumer feedback, as well as other inefficiencies over time. When you have your own businesses you need to be involved in every aspect, so you learn as much as you can on the go,\u201d she explains.<\/p>\n\n\n\n\n<h4 class=\"wp-block-heading\"><strong>From A to Zs <\/strong><\/h4>\n<p class=\"wp-block-paragraph\">Liu\u2019s businesses often skew towards targeting Gen Zs and Millennials. When it comes to communicating with these audiences, she notes it\u2019s important to think about where your audience is, and how they act.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cTikTok may target younger audiences, versus Facebook, which has an older demographic. You need to work out what types of content they respond to. Short or long-form videos? Static Image? Reviews? A\/B testing is a great way to figure out what works, and then you can scale with the proven successful techniques,\u201d she says.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Liu acknowledges that Gen Z is heavily influenced by technology platforms and encourages other entrepreneurs to invest strongly in digital marketing.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cGen Z has shorter attention spans, so getting your message across quickly in the first few seconds is important. They are also very trend-focused, so you may want to come up with new products, packaging and marketing within those new trends in order to attract them,\u201d she adds.<\/p>\n\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Taking the Ws and Ls<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">Despite her handle on the market and her dedication to building brands that inspire and delight younger crowds, Liu says building a Gen Z empire isn\u2019t easy.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cYou\u2019re going to have highs and lows. And curveballs will be thrown at you all the time. I used to get really worried and stressed whenever something wasn\u2019t running smoothly, like if a shipment was delayed for a month and hundreds of customers were emailing asking when they were going to get their order,\u201d she says.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But for Liu, a key lesson has been learning to manage stress and challenges.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cOver time I\u2019ve come to see that some things are out of my control and that I have to deal with challenges efficiently through problem-solving and then moving on. Stressing over something that has already happened doesn\u2019t help anyone,\u201d she explains.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And even with multiple businesses under her belt and a growing mentorship empire, Liu has no plans of taking a step back as the Gen Z whisperer.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cWe\u2019re still expanding and we don\u2019t plan on stopping. We are building up our product lines, and expanding into retailers in addition to growing our omnichannel approach,\u201d Liu says with purpose.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In the near future, she hopes to make her brand&#8217;s household names and go-to businesses for younger consumers looking to form a meaningful connection. Then, and only then, will she consider taking a break.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376259 = window.plc376259 || 0;\n            document.write('<' + 'div id=\"placement_376259_' + plc376259+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376259, [300,250], 'placement_376259_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376259++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n","protected":false},"excerpt":{"rendered":"<p>Wooing Generation Z can be a tough sell. Educated, dedicated and increasingly conscious of their consumption habits, they can be a tricky cohort to engage in authentic ways. Unless of course, you\u2019re New Zealander Iyia Liu, a serial entrepreneur who has shown again and again she knows what Gen Z wants.<\/p>\n","protected":false},"author":7,"featured_media":1040,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-1039","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Catching Some Zs with Iyia Liu | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/catching-some-zs-with-iyia-liu\/1039\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Catching Some Zs with Iyia Liu\" \/>\n<meta property=\"og:description\" content=\"Wooing Generation Z can be a tough sell. 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