under the environment of consumption upgrading, the trend of marketing scene is becoming more and more obvious, and the transformation of marketing to precision and scene mode has become an important marketing trend. How should brands locate differentiated scenes and accurately reach consumers? This paper uses nine classic cases to deeply analyze the gameplay of scene marketing.

according to the "217 China Retail Industry Marketing White Paper" jointly released by Tencent Data Lab and Nielsen * * *, it can be known that retailers' brand demands are increasing, and efforts are made to create brand differentiation. However, traditional promotion methods are difficult to achieve scene and accuracy. Scene marketing gradually plays an important role in digital marketing. As the name implies, scene marketing needs to cut products into an accurate scene and bring consumers into the scene to meet consumer demand. So how to gain insight into consumer demand and deeply dissect the consumption scene? Let's get a glimpse of the secret through the successful cases of brands such as Wang Laoji, Snickers and Starbucks. -Anna Hu

1. Create new consumption scenarios by upgrading packaging

1. Nongfu Spring

Last year, Nongfu Spring aimed at the two water consumption scenarios of family life and kitchen, and launched "15L disposable bottled water" to seize the bottled water market and increase the market for domestic water and kitchen water.

compared with ordinary 19L bottled water, 15L bottled water is mainly used once, and it is safer without secondary pollution. In addition, it is more convenient without barrel deposit and barrel return. 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 the water into the water dispenser, tear off the handle, uncover the film on the bottle cap and insert it into the water dispenser.

Before this, Nongfu Spring had already laid out the family kitchen scene.

In p>216, seven products of Nongfu Spring were designated as drinks exclusively for G2 Summit. Among them, 4L of natural mineral water is the designated water for the kitchen. Nongfu Spring has created a selling point of "cooking water" for bottled water. A series of advertisements were made, and the concepts of "Nongfu Spring for cooking" and "Good water can make good meals" were put forward. Announced to enter the domestic water and kitchen water.

Nongfu Spring invited the chef of the G2 Summit State Banquet to act as the spokesperson and put forward the concept of "Nongfu Spring for Cooking". Invite cooking immortals to create the special value of "good water can cook good rice"

TVC

Image source: Tencent Video

Ding Shi 'an, general manager of Shanghai First-line Marketing Planning Co., Ltd., once judged that in the drinking water market, community water and household water will explode, especially household water, which will gradually form sub-sectors such as cooking, tea making and soup making, and the consumption will be increasing.

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 3%, and the annual consumption has reached more than 3 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 has also introduced student water with sports covers. Its bottle cap design is unique, and children can switch it with one hand. There is a patented valve in the bottle cap, which will only open under pressure. When the lid is open, ordinary rollover and inversion will not make water flow out.

Nongfu Spring Sports Covering Water

Image source: Hangzhou Net

At the same time, Nongfu Spring teamed up with Alipay and * * * to enjoy bicycles for cross-border marketing, and launched the theme activity of "* * * enjoying nature and green travel". A set of posters of life scenes with 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 into the subway.

Nongfu Spring skillfully uses scene marketing to create a new consumption scene! It can be described as the perfect presentation of product strength and marketing strength.

2. Wang Lao Ji

Last September, Wang Lao Ji's new black herbal tea was launched in JD.COM Mall, with e-commerce as the main sales channel.

this time, Wang Lao Ji's new product has undergone a big change in packaging. In addition to subverting the classic red color, 88 patterns are also designed on the bottle body, including women's groups, hand-made books, comic books and other elements that are suitable for young people's preferences. The packaging won the German Red Dot Award in 217. At the same time, in the propaganda, many keywords representing the attitude of young people, such as "house, cat, second element", are also injected.

Wang Lao Ji Black Herbal Tea

Image source: Dongfang. com

Wang Lao Ji 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 personal living habits. Therefore, the black herbal tea adopts the enhanced formula of Wang Lao Ji, which can solve the problem of inertia fire of young people more quickly, which is in line with the product positioning. Become another sub-category of herbal tea.

from the perspective of herbal tea advertising and offline sales, the consumption scene of herbal tea is still mainly focused on 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".

the usage scene of Wang Lao Ji's black herbal tea

Image source: Sohu THINKDO3

There is a more vivid scene description copy later. "As long as I win, I'll sleep." "Is' slightly spicy' also called spicy?" "It's my style to specialize in bugs", etc., and directly point out the applicable scenes of this product-three scenes of contemporary young people's life, such as staying up late to play games, overeating and staying up late to work overtime.

according to the food board, the snapping time started from September 14th, and the pre-sale page showed that as of September 8th, nearly 2, people had participated in the pre-sale.

China food industry analyst Zhu Danpeng pointed out that market research found that the core consumers of herbal tea are generally college students aged 2-3 and fresh people in the workplace. I began to pay attention to the healthy management of my own 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 innovation at the product level, timely innovation at the packaging level can also promote the market.

Compared with other marketing methods, packaging has a higher return on input and output. More than 64% consumers are willing to buy a new product because of packaging, and the output ratio of packaging is 5 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 1% accessible to consumers. As the probability of seeing different product packages and contents increases every day, the interaction between packaging and consumers becomes more frequent.

behind Wang laoji's breakthrough growth, there are great efforts to develop the bottled market, the introduction of fine herbal tea, the development of new consumption scenes, the "new online celebrity" black herbal tea and strong marketing. These have greatly improved Wang Laoji's brand recognition among young consumers.

3. The puffer fish has emotions

In April last year, Li Qian, then managing director of Cyanhill Capital, resigned. In August, he joined the leisure snack market with "the puffer fish has emotions". This "emotional" snack company has gradually entered people's field of vision. Emotional snacks are launched with 15 original scene snacks, including different scenes such as chasing dramas, exams, drinking, and office hunger. For example, the four or six levels of sweet potato chips are a typical product that combines the scenes of memorizing words.

The puffer fish has an emotional "four or six grades must pass" sweet potato slices

Image source: 36Kr

For another example, "tearing devil bread by hand" corresponds to the scene of going to work to satisfy hunger, and "one person is drunk" corresponds to the scene of drinking; "Fan Jian Wen" pokes the scene where young people like to talk to each other. Compared with traditional snacks, these snacks, which combine the life scenes of young people, can better meet the individual consumption needs of young people.

Within half a year since its establishment, Youqing has 5, fans all over the country, creating 4 sub-brands and more than 3 SKUs. In September, the product was officially launched. The monthly sales in the first month of launch were close to one million yuan, and the current 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 and office snack shelves. Li Feng, a partner of Fengrui Capital, put forward the cognition that "in the future, zero food should actively create scene-based consumption offline, rather than relying on just-needed consumption".

Li Qian, the founder, mentioned in the sharing, "In the past, the classification of snacks we saw was based on the traditional production-side logic, according to the process of puffing, nuts, preserves, etc. This classification is the classification of factory thinking. If you look at it from the perspective of consumers, you will find that consumers actually don't care about this classification. They care more about the scenes and emotions and their actual needs."

She and her team learned about young people's "core emotional points" through user surveys and tests, and combined them with snack consumption scenes 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 compared with other snacks. Even for the same product, with this positioning, consumers' cognition will change. For example, if you are in a mood to make "the first wine-accompanied snack in China", then the same chicken feet are chicken feet in other people's places, and now they are wine-accompanied snacks here. For example, if you have the mood to make car snacks, different snacks are combined, plus specific packaging, which is combined with driving. It can be said that "having emotions" opens up a new possibility of snack consumption scene.

2. Diners gain insight into consumer demand and open up new consumption scenes

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.

Starbucks' business image has long been deeply rooted in the hearts of most consumers. For Starbucks, how to break through the bottleneck of single scene is one of the directions that need to be worked hard. Community store is an attempt to create a living scene.

Starbucks Community Store

Image source: Kamen

Environmentally, this community store strives to create a living atmosphere. The store is decorated with local characteristics, and there is a small courtyard outside the store for rest. Even set up a special reading area for children in the store to provide children and mothers with free rest space.

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 aesthetic tableware. Starbucks also provides food delivery to the table in community stores.

Also considered are pets, which are provided with a leash hook at the door, a pet bed and a pet drinking area, 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 more warm scene.

Starbucks' success is often based on building 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, community stores cut into life and create a more active consumption scene.

before setting up a community store in China, Starbucks opened a community store in the United States in 216. Rodney Hines, director of the community investment department of Starbucks' American retail operations, said that his criterion for measuring the success of Starbucks Ferguson Store is how successful it can be in shaping the role of "social center" in the community. Starbucks Ferguson Store has become a place for job fairs, poetry readings and school board meetings in the community.

one year after Starbucks opened its first store in Ferguson, Missouri, it has achieved 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 associate it with white-collar workers, elites and suits. At present, Starbucks has not yet 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, which needs 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 6-7% of the total social business expenditure, while the overall level in China is less than 3% at present, and community commerce has great development potential.

At the same time, with the rise of new generation consumer groups and the prosperity of O2O and take-away platforms, "lazy and otaku culture" has gradually become a factor restricting the development of shopping centers, while community commerce is less affected because it is closer to consumers and can provide more convenient services. Therefore, more and more businesses and brands begin to pay attention to the community.

2. Pizza Hut

Last Christmas season, Pizza Hut ZJS launched a Christmas limited-time activity, in order to create a holiday party scene and create momentum for the activity, and cooperated with the US group to take out food, and launched a creative short video. The setting of the short video is that the protagonist receives a phone call from a friend as soon as he enters the elevator, and will immediately go to his home for a Christmas party. Time is tight and tasks are heavy, so it is really a problem to prepare a party in a very short time.

in order to accurately convey the concept of "speaking of it", Pizza Hut's home delivery takes advantage of an extreme scene-the elevator. At this time, the elevator is transformed into a menu carrier, and at the same time, the floor buttons in the elevator are skillfully used, which becomes the form of selling tickets. Turn the whole elevator scene into a scene of selling tickets. 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 express delivery riders were already waiting, which catered to the main concept of this communication, "Not only the elevator arrived, but also the Christmas food delivered by Pizza Hut express delivery".

Pizza Hut express delivery rider

Image source: Weibo

Nowadays, many brands are trying to attract consumers and enhance their sense of substitution from the perspective of creating scenes when doing marketing, and so is Pizza Hut express delivery's reconstruction of consumption scenes. Create a sense of scene for service, and at the same time integrate products into the scene to arouse consumers' demands.

because of this marketing, it only serves for short-term Christmas limited time activities, which can't cause great repercussions, and the effect of its final implementation to sales is also difficult to evaluate. However, with the background of party, the hero urgently needs to organize a party to cause a * * * sound. Focusing on the "quickness" of Pizza Hut's home delivery, the elevator is used as the ultimate consumption scene to indirectly highlight the "quickness". Carrying the advertising creativity, it can be said to be a brand-new breakthrough.

3. Deeply focus on scene innovation to create all-round accurate marketing

1. Snickers

In 216, Snickers first opened up a study scene for preparing for exams, 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 after the limited product was launched, the flagship of Tmall.