According to the "20 17 White Paper on Retail Marketing in China" jointly issued by Tencent Data Lab * * *(Nielsen * * *, it can be seen that retailers' brand demands are increasing, and efforts are made to create brand differentiation. The traditional promotion method is difficult to achieve scene and accuracy. Scene marketing gradually occupies an important position in digital marketing. As the name implies, scene marketing needs to cut products into precise scenes, bring consumers into the scenes and meet the needs of consumers. So how to gain insight into consumer demand and deeply dissect the consumption scene? Let's get a glimpse of the mystery through the successful cases of brands such as Wang Laoji, Snickers and Starbucks. -Juana
0 1. Create new consumption scenarios by upgrading packaging.
1. Nongfu Spring
Last year, Nongfu Spring launched "15L disposable bottled water" to seize the bottled water market and increase the domestic water and kitchen water markets.
Compared with ordinary 19L bottled water, 15L bottled water is mainly used once, which is safer and has no secondary pollution. In addition, it is more convenient to store barrels without barrels. Compared with the small capacity of 4L and 5L, the capacity of 15L is larger, which can meet the drinking capacity of a family for one week. Secondly, the intimate design can directly put water into the water dispenser, tear off the handle, uncover the film on the bottle cap and insert it into the water dispenser.
Prior to this, Nongfu Spring had already laid out a family kitchen scene.
Seven products of Nongfu Spring 20 16 were designated as G20 summit drinks. Among them, 4L natural mineral water is designated for the kitchen. Nongfu Spring has created a "boiling water" selling point for bottled water. Made a series of advertisements and put forward the concepts of "Nongfu Spring for cooking" and "Good water can make good meals". Declare access to domestic water and kitchen water.
Nongfu Spring invited the chef of the G20 Summit State Banquet as the spokesperson and put forward the concept of "Nongfu Spring for cooking". Inviting cooking gods to create the special value of "good water can cook good rice"
Nongfu Spring Cooking Fairy TVC
Image source: Tencent Video
Shi Dingan, general manager of Shanghai First-line Marketing Planning Co., Ltd. once judged that in the drinking water market, community water and household water will increase explosively, especially household water, which will gradually form sub-sectors such as cooking, tea making and soup making, and the consumption will increase.
According to the Analysis Report on Market Demand and Investment of Barreled Water Industry in China by Prospective Industry Research Institute, at present, the household barreled water penetration rate in China has reached more than 30%, and the annual consumption has reached more than 30 billion yuan. Nongfu Spring's move can be described as a dual layout of existing market share and future consumption space.
In addition to seizing the market of kitchen water and domestic water, Nongfu Spring also introduced student water with sports cover. Its bottle cap design is unique, and children can switch it with one hand. There is a patented valve in the bottle cap that only opens under pressure. When the lid is opened, ordinary tumbling and inversion will not make water flow out.
Nongfu Spring Sports Cover Water
Image source: Hangzhou Net
At the same time, Nongfu Spring teamed up with Alipay and * * * to enjoy bicycles and conduct cross-border marketing, and launched the theme activity of "* * * Enjoy Nature and Travel Green". A group of posters of life scenes in a very happy style were launched.
Nongfu Spring Alipay Cooperation Poster
Image source: Nongfu Spring
This set of posters vividly shows five life scenes: cycling, fitness, games, taking a baby and squeezing the subway.
Nongfu Spring skillfully uses scene marketing techniques to create a new consumption scene! It can be described as the perfect presentation of product strength and marketing strength.
2. Wang Laoji
Last September, Wang Laoji's new black herbal tea was listed in JD.COM Mall, with e-commerce as the main sales channel.
This time, the packaging of Wang Laoji's new products has changed a lot. In addition to subverting the classic red color, the bottle has also designed 88 patterns, including women's groups, handmade books, comics and other elements suitable for young people. Packaging won the 20 17 German Red Dot Award. At the same time, in the publicity, many keywords representing the attitude of young people, such as "house, cat, second element", have also been injected.
Wanglaoji black herbal tea
Image source: Oriental Network. com
Wang Laoji Black Herbal Tea Publicity Map
Image source: Station Cool ZCOOL
It can be seen that black herbal tea is aimed at young people. This group is prone to physical imbalance due to their personal living habits. Therefore, black herbal tea adopts Wang Laoji's enhanced formula, which can solve the problem of young people's inertia getting angry faster and meet the product positioning. Become another sub-category of herbal tea.
Judging from the advertising and offline sales of herbal tea, the consumption scene of herbal tea is still mainly concentrated in catering channels, and the potential of ready-to-drink demand has not been fully developed. Wang Laoji hopes to redefine the consumption scene through this packaging upgrade. On the product details page of JD.COM, Black Herbal Tea focuses on five scenes of "having fun, working overtime, traveling, gathering and relaxing".
Wang Laoji Black Herbal Tea Usage Scene
Image source: Sohu THINKDO3
Later, there was a more vivid scene description copy. "As long as I win, I will sleep." "Is' slightly spicy' also called spicy?" "Specializing in bugs is my style" and so on. And directly point out the applicable scenes of this product-three major scenes of contemporary young people's life, such as staying up late to play games, overeating and staying up late to work overtime.
The food board shows that the snap-up time started from September 14, and the pre-sale page shows that as of September 8, nearly 200,000 people have participated in the pre-sale.
China food industry analyst Zhu pointed out that market research found that the core consumers of herbal tea are generally college students aged 20-30 and fresh people in the workplace. I began to pay attention to the healthy management of my diet, so I turned to pay attention to and consume herbal tea. These people pay more attention to consumer experience and added value of products. At this moment, the herbal tea industry obviously needs a younger expression that is more inclined to emotional appeal.
Qiao Daming, vice president of innovation information of Nielsen China, said: It is also very important to change the traditional promotion mode and choose to innovate in packaging. Although this move does not involve product innovation, timely innovation at the packaging level can also promote the market.
Compared with other marketing methods, the return on input and output of packaging is higher. More than 64% consumers are willing to buy a new product because of packaging, and the output ratio of packaging is 50 times that of traditional advertising. And with the segmentation and digitalization of the market, consumers can contact more products through different channels, and the information they browse is more fragmented. Only packaging is accessible to consumers 100%. With the increasing probability of seeing different product packages and contents every day, the interaction between packaging and consumers has become more frequent.
Behind Wang Laoji's breakthrough growth, there are vigorously developing the bottled market, the launch of fine herbal tea, the development of new consumption scenes, the "new network celebrity" black herbal tea and strong marketing. These have greatly improved Wang Laoji's brand awareness among young consumers.
3. puffer fish have feelings
Last April, Li Qian, then managing director of Cyanhill Capital, resigned. In August, he joined the leisure snack market with "Love Puffer". This "sentimental" snack company has gradually entered people's field of vision. Emotional snacks start with 15 original scene snacks, including different scenes such as chasing dramas, exams, drinking, and fighting hunger in the office. For example, the sweet potato chips of Grade 4 and 6 are typical products that combine the scenes of memorizing words.
The puffer fish has a perceptual "four or six grades must pass" sweet potato slice.
Image source: 36Kr
For another example, "tearing devil's bread by hand" corresponds to the scene of going to work to fill hunger, and "one person is drunk" corresponds to the scene of drinking; "Fan Wenjian" poked the scene where young people like to talk to each other. Compared with traditional snacks, these snacks combined with young people's life scenes can better meet the individual consumption needs of young people.
Within six months of its establishment, Youqing has 500,000 fans all over the country, creating 4 sub-brands and more than 30 SKUs. In September, the product was officially launched, and the monthly sales in the first month was close to one million yuan. At present, the monthly flow is about 1.5 million yuan. From the mode point of view, there are many ways to reach consumers, including e-commerce, self-operated stores, offline supermarkets, office snack shelves and so on. Feng Li, a partner of Fengrui Capital, put forward the cognition that "future snacks should actively create offline scene consumption instead of relying on just-needed consumption".
Li Qian, the founder, mentioned in the sharing, "The classification of snacks we saw in the past is based on the traditional production logic, and it is classified according to the processes of puffing, nuts and preserves. This classification is the classification of factory thinking. From the consumer's point of view, you will find that consumers don't care about this classification. They are more concerned about scenes and emotions, as well as their actual needs. "
Through user surveys and tests, she and the team understand the "core emotional points" of young people, and combine them with snack consumption scenarios to amplify the emotional influence of snacks, help consumers express their emotions through snack consumption, and convey group labeling cognition. "Scene Snacks" is a differentiated positioning of emotions relative to other snacks. Even for the same product, with this positioning, consumers' cognition will change. For example, if you are in the mood to be the first wine-accompanied snack in China, then the same chicken feet are chicken feet in other people's homes, and now they are wine-accompanied snacks here. For example, if you are in the mood to make car snacks, different snacks are combined together, plus specific packaging, combined with driving. It can be said that "having emotions" has opened up new possibilities for snack consumption scenarios.
02, catering enterprises insight into consumer demand, open up new consumption scenarios.
1. Starbucks
Last year, Starbucks opened its first community experience store in Guangzhou. This is the first time that Starbucks China has opened a store in a residential area, and it is also an upgrade of the "third space" scene.
The commercial image of Starbucks has already penetrated into the hearts of most consumers. For Starbucks, how to break through the bottleneck of a single scene is one of the directions that need to be worked hard. Community store is an attempt to create a life scene.
Starbucks community store
Image source: Carmen
Environmentally, this community store strives to create a living atmosphere. The interior decoration of the store is quite local, and there is a small yard outside the store for rest. Even set up a special children's reading area in the store to provide free rest space for children and mothers.
In diet, in order to take care of children and middle-aged and elderly customers who can't accept coffee, community stores can provide decaffeinated drinks. Starbucks also replaced standardized plates and cups with more beautiful tableware. Starbucks also provides food delivery service in community stores.
Pets are also under consideration. There are traction rope hooks, pet beds and pet drinking areas at the door, and pet tips are posted on the blackboard in the store. It can be seen that Starbucks has made many new attempts to create a warmer scene.
The success of Starbucks is often based on the establishment of social centers for customers. If Starbucks used to create a more relaxed third space for middle and high-end white-collar workers than the working environment, then community stores cut into life and create more active consumption scenes.
Before opening a community store in China, Starbucks opened a community store in the United States on 20 16. Rodney Hines, director of the community investment department of Starbucks' American retail business, said that his criterion for measuring the success of Starbucks Ferguson Store is how successful it can be in shaping the role of community "social center". Starbucks Ferguson Store has become a place for community job fairs, poetry recitals and school board meetings.
One year after Starbucks opened its first store in Ferguson, Missouri, it was a great success. Starbucks revealed that the sales of its Ferguson store increased by 15%, and the staff turnover rate was also very low. (Source: Hongcan. com)
When it comes to Starbucks, most of us still think of white-collar workers, elites and suits. At present, Starbucks has not become a real "third space" in China. To complete this transformation, the consumption scene or store location is the key factor. (Source: Iridium Cloud Business) However, the sales and development of community stores in China are still unknown and need further observation and consideration.
According to the research of Boston Consulting Group, shopping centers account for 43% of the social retail market in China, accounting for almost half of the retail industry. In addition, in European and American countries, community commerce accounts for 60-70% of the total social business expenditure, while the overall level in China is less than 30% at present, and the development potential of community commerce is huge.
At the same time, with the rise of a new generation of consumer groups and the prosperity of O2O and takeaway platforms, the "lazy otaku culture" has gradually become a factor restricting the development of shopping centers, while community commerce can provide more convenient services because it is closer to consumers, which is less affected. Therefore, more and more businesses and brands begin to pay attention to the community.
2.pizza hut
Last Christmas season, ZJS Pizza Hut launched a Christmas limited-time event. In order to create a holiday party scene and create momentum for the event, ZJS Pizza Hut cooperated with the US group to launch a creative short video. The setting of the short video is that as soon as the protagonist enters the elevator, he receives a phone call from his friend and will go to his house for a Christmas party soon. Time is tight and the task is heavy. It is really a problem to prepare a party in a short time.
In order to accurately convey the concept of "keeping promises", Pizza Hut's home delivery takes advantage of an extreme scene on the way home-the elevator. At this time, the elevator is transformed into a menu carrier, and at the same time, the floor button in the elevator is skillfully used, which becomes the form of selling tickets. Turn the whole elevator scene into a ticket selling scene. The whole scene is very innovative.
Pizza hut short video elevator scene
Image source: Weibo
The elevator arrived, the door opened, and friends and Pizza Hut home delivery riders were already waiting, which catered to the main idea of this communication, "Not only the elevator arrived, but also the Christmas food delivered by Pizza Hut home delivery".
Pizza hut express rider
Image source: Weibo
Nowadays, when doing marketing, many brands attract consumers from the perspective of creating scenes and enhance consumers' sense of substitution. ZJS Pizza Hut is like this. Create a sense of scene for service, and at the same time integrate products into the scene, causing consumers' demands.
Because this kind of marketing is only aimed at short-term Christmas time-limited activities, it can't cause great repercussions, and the effect of its final implementation to sales is also difficult to evaluate. But with the background of the party, the hero urgently needs to organize a party to arouse the voice of * * *. Focus on the "quickness" of Pizza Hut home delivery, and indirectly highlight the "quickness" with the elevator as the ultimate consumption scene. Carrying the advertising creativity, it can be said to be a brand-new breakthrough.
03. Deeply focus on scene innovation to create all-round precision marketing.
1. Snickers
In 20 16, Snickers first developed a study scene for preparing for the exam, communicated with the student groups, and invited the popular group TFboys to speak for them. 3,526 boxes of combination models were sold within one hour of the launch of limited products, and the transaction volume of customized models of Tmall flagship store TFBoys exceeded 3.5 million yuan within one hour.
On 20 17, Snickers restarted the marketing of "preparing for the exam". It is still endorsed by TFboys, and at the same time, it conducts cross-border marketing in conjunction with homework help APP and Netease Youdao APP. By integrating the resources of homework help APP, classmate circle, shopping mall and excellent courses, the matrix marketing strategy is realized.
On homework help APP, create an online community of Snickers Reviewer Alliance to create an online social scene; Bangbang Mall in homework help is used for collaborative communication, so that the content of Snickers can penetrate into every user in homework help more comprehensively. Through high activity and high stickiness users in homework help, secondary and multiple communication between users is formed.
In order to interact with fans, Snickers launched the "Snickers Hungry Goods Killing Collection", which included the products around the stars, and also held a vote to make full use of the fan effect of TFBOYS. At the same time, homework help APP and Youdao APP will be presented with preparation kits.
Snickers prepare marketing publicity map.
Image source: Curiosity Daily
Snickers TFBoys launched the "preparation for the exam" scene marketing. In homework help APP Mall, the download volume of TFBoys exclusive theme skin was as high as 41.4000. The exposure of the active screen on the APP is as high as 43 million times a day. At the same time, on the Weibo platform, * * * released 27 different video advertisements. Only the first advertisement, Notice of Preparing Hungry Goods-Part I, has been broadcast 8.75 million times in Weibo.
As a high-calorie chocolate bar aimed at satisfying hunger, Snickers' past advertisements are full of interesting ideas, but they all revolve around the concept of "fighting hunger". The nagging Tang Priest, the weak Lin Daiyu, and the faint Korean drama hostess are all looking for consumption scenes for this high-calorie snack.
The scene of "preparing for the exam" is a new attempt of Snickers. This marketing has greatly improved the traffic conversion by accurately creating "preparation" scenarios and relying on high-quality platforms and IP resources.
2. Vitasoy
Breakfast scene has always been the main position of the whole scene marketing of Vitasoy. However, there was no clear demand for Vitasoy before. This time, Vitasoy took "drink Vitasoy first for breakfast" as the communication appeal, went deep into the breakfast scene, combined with IP McDull, integrated the popular idol Henry "Zhu Menglai" and successfully created three-dimensional scene marketing.
First of all, Vitasoy launched a customized version of McDull packaging, and at the same time spread a viral video with McDull, saying through McDull that "drink Vitasoy first for breakfast". In the video, by integrating the breakfast scene into the plot, it is proposed that "eating more breakfast can grow to one meter eight." Drink Vitasoy for breakfast first "; Have breakfast before success. Drink Vitasoy for breakfast first "; Life is not just pork belly, but also poetry and breakfast. Drink vitasoy milk first for breakfast.
Screenshot of Vitasoy promotional video
Image source: Tencent Video
At the same time, Vitasoy named the variety show "The Lord is Coming", and through the setting of the program scene, the brand of Vitasoy was deeply implanted. The degree of advertising customization is deepened, and it is deeply integrated with program content and brand, which breaks through the previous model of simple hard and wide implantation, extends the value of variety IP and makes advertising easy to accept. The depth has stimulated the needs of users.
With the help of the popular idol Henry, a "breakfast party" was held in Guangzhou to enhance its influence and topicality and cover more people.
Vitasoy put forward the slogan of "drink Vitasoy first for breakfast" through accurate insight into consumers' breakfast needs. Through a series of marketing activities such as IP, platform and star, the whole breakfast scene is surrounded by matrix, and a strong relationship between brand and breakfast is established.
According to the report of China Merchants Securities, Vitasoy accounts for 42% of the China market. At the same time, relying on strong channels and distribution capabilities, we will promote the deep correlation between Vitasoy and breakfast scenes with high-quality scene marketing to achieve efficient transformation.
3.pigeons
From "creamy and silky", "Chocolate and music are better together in rainy days" to "Dove, enjoy the new silky" ... Dove shaped his brand image through a series of stories.
But for a long time, Dove's brand story has always been based on love. Invisibly limits the consumption scene. So dove has been trying to break this limitation.
Since the Spring Festival of 20 17, Dove has made great efforts to create three-dimensional scene marketing. Guan Xiaotong was invited to star in the new year's microfilm Happy Year after Year, which strung together scenes about the Spring Festival and aroused the audience's * * *. In the fetters of family ties and Spring Festival, Dove chocolate is used to express deep love.
This year, Dove continued to vigorously create the Spring Festival scene, and at the same time took the opportunity to launch Tmall Super Brand Day. Dove invited Zhao, Sandra to send "blessings" to consumers. At the same time, the "Book of Happiness" New Year gift box customized for every consumer is launched to compete for the marketing of New Year gifts.
Tmall Super Products A few days ago, Dove released a micro-movie about the Spring Festival to show affection. In the micro-movie, the slogan of "blessing every year" is closely followed, and "blessing" is turned into its own IP. At the same time, it lays a good preheating foundation for Super Product Day.
Dove Spring Festival Micro Movie Screenshot
Image source: second shot video
On Super Product Day, the official flagship store of Dove Tmall is 50% off. Once the product was launched, it set off a buying frenzy. In just 12 hours, the limited number of 5,000 sets of The Book of Happiness were all sold out, and the store sales exceeded 10.7 million in just10 minute.
Dove and Tmall New Product Innovation Center provide accurate consumer portraits based on big data. From the early market insight, the in-depth excavation of consumer gift demand, product concept testing, design optimization, accurate inventory, and then to the integration of daily resources of super products, we have effectively docked with various media and created a complete, accurate and efficient marketing path. It can be seen that scene marketing based on data, transforming products into free IP, is a three-dimensional and all-round marketing road, and also a success in exploring new scenes.