In the summer of p>2122, the "ice cream assassin" became popular. What is an "ice cream assassin"? Ice cream assassin is actually synonymous with "sky-high ice cream". They refer to the ordinary ice cream hidden in the freezer and looked at from the outside. But when you pay, you will be stabbed with its price. Therefore, it was dubbed the ice cream assassin by netizens. Why is there an ice cream assassin? Because high-priced ice cream and ordinary ice cream are put together in the freezer of the store. There are three mismatches: customer group mismatch, channel scene mismatch and brand recognition mismatch. Marketing can be broken, but channels should not be broken! The high-end ice cream is not expensive for a day or two, Haagen-Dazs is also expensive, and the magnum produced by Unilever is also expensive. Then why is Zhong Xue's high-level ice cream assassin "bombarded" by the whole network? Here, I will talk to you about the concepts in a scene marketing body: scene association and scene matching. Scene association: it is all kinds of natural associations triggered by consumers when they come into contact with products. This association includes: price expectation association, quality expectation association and consumption scene association. For example, the same brand of drinks, cigarettes, drinks, in different terminal environments (convenience stores, tourist attractions, five-star hotels), your association of price expectations and quality expectations of these products is different. For example, if you take out red wine for consumption, you will always feel that it is best to use a goblet. -This is the association of consumption scenes. Scene matching: refers to the matching degree of consumers' impression of the brand. This matching degree refers to the matching degree of product price and packaging, price and channel, and channel and target customer group. In other words, the brand should choose its target customers according to its own brand positioning, and then choose the packaging and sales channels of products according to the target customers, so as to make consumers' product expectations of the brand consistent with relevant associations and have a high degree of matching. Haagen-Dazs is very expensive. Why do you think this is not an ice cream assassin? Because it chooses to open specialty stores in high-end commercial centers and five-star hotels, its product price, packaging and channel matching are consistent, and the target customers feel that it matches this price, and at the same time know its price from product packaging and sales channels. As a new consumer brand, Zhong Xue has a high-end positioning, and the most expensive one is 66 yuan Branch. The ordinary price of the product is around 15-21 yuan, and its original main channel is online. Later, it opened offline stores in high-end business districts in Chengdu, Shanghai and Hangzhou. Its customer base, price and channels are matched. Why is this year considered an "ice cream assassin"? The reason is that its channel is broken: it takes the big circulation distribution mode and enters the ordinary channels of the public, and it is put together with ordinary ice cream in the freezer. And its outer packaging is not much different from ordinary ice cream! As a result, the customer group that is not it was pricked by the price when paying! Brand keeping style requires scene standard. Here, please pay attention to two points: First, the brand has "character" (brand style), and the channel selection should be highly matched with brand positioning. Brand communication and marketing can be broken: this is to establish "character" and let target consumers and non-target consumers know your brand tonality. For example, Maotai liquor playing with Maotai ice cream is breaking the circle, and it is positively related to its brand positioning of "national wine" and its high-end noble style. In other words, marketing can be broken, but sales channels should not be broken. Once the sales channel is broken, it will destroy the brand character. In order to seize the market, the price end of high-end brands can be extended downward, but their sales channels should not be broken. For example, in order to compete for the B-class car market, high-end car brands such as Mercedes-Benz and Baoma will have mid-priced products, and their sales channels are still in the original channels. In this way, the original sales channels will endorse the price of mid-range products. Second, the brand's "character" is supported by "identification symbols". This identification symbol can be the unique packaging of the product, and it can be the special consumption scene and use scene of the product. For example, when you eat a big meal in a five-star hotel, delicacies and delicacies must be served in high-grade ceramic utensils, and there must be a specific eating process. Why use high-grade utensils and complicated eating processes? "Waste makes taste". These high-end utensils and eating processes are waste, and waste is taste. It is the identification symbol of brand products. Therefore, high-end brands must be willing to add "identification symbols for specific scenes" on product packaging, product sales process and use process. Finally, to sum up, entrepreneurs and marketing traders must have the awareness of standard scenes. There are two aspects of scene standardization: one is scene association, and the other is scene matching, which complement each other. Only when there is a good "scene standard" can there be a good "scene association". or vice versa, Dallas to the auditorium If it is explained by the classic "4P" marketing theory, it is the four elements of "product, price, channel and promotion". Once the "product positioning" is determined, its price, channel and target user should be consistent. With consistency, customers will have good "scene association"; Marketing promotion and brand communication of high-end brands can be broken, but channel selection should not be broken. Otherwise, there will be a "price assassin".