The so-called scene refers to the channel? How does it affect our business? How to use scene thinking to promote marketing and pull purchases?
The development of technology, especially the mobile Internet, has created greater connectivity between people and goods, people and services, and between people. It is this kind of connection that brings about a lot of opportunities for the reconstruction of the user experience, the disassembly, reorganization and promotion of the supply chain.
In the current communication environment, if a company develops a new product, if it wants to sell well, it must occupy the time and space of the consumer’s life, and look for product pain points in the specific situation of consumption.
A scene is not the same as a sales channel. It is a small world defined by multiple dimensions such as people, places, and time. The scene focuses on the concentration of the customer in physical location, the concentration of demand, the concentration of the group’s mood and state. Each user can form a specific scene at any time and place. The environment of Weibo and WeChat communication is also a different scene.
The scene service is based on the time and space of the user, providing the services that the user needs at the time, and the value of the service emphasizes personality and diversity. Three ideas for doing a good job of scene services:
1. Grasp the time and place where consumers’ needs are most concentrated to meet their needs;
2. Grab the opportunity for consumers to more easily receive marketing information and communicate effectively;
3. Fully consider the problems of the big environment, the micro-environment and the specific emotional atmosphere, so as to adapt to local conditions and take advantage of the situation.
The scene is subverting the traditional business world in multiple dimensions. In the current communication environment, using good scenes for marketing can make the marketing content better spread to the target customer group. The dissemination of content can be quickly spread by the power of the scene, the transmission efficiency is very high, and the effect of communication is also very good. The significance of the scene to marketing is more important than ever. Once we grasp the scene, we can get closer to effective communication.
The forerunner of the ultimate product around the scene
1.YY won the blue ocean market through the card slot scene
YY products were first created in 2008. Its initial positioning is very clear: a tool that allows users to make real-time conversations with multiple people in the game process (scene).
Anyone who has played the game knows that the team’s combat communication pain point is immediacy, and the keyboard typing is completely out of reach. YY voice is aimed at this particular scene and has won a rare blue ocean market.
At that time, there were also a number of voice products on the market. YY seized the scene and died of the pain points of the users. With the word of mouth that could not be eliminated without delay, it firmly occupied the status of the rivers and lakes. In the early days of YY live broadcast, relying on network red and stars to attract a large number of user traffic, but also accumulated enough popularity and popularity for the platform, on the PC side, it is difficult to have other platforms can easily shake the status of YY live and voice.
2. The secret of the flight butler’s foothold: refine the scene and provide the ultimate intimate service
The secret of the “housekeeper series” APP on the rivers and lakes is to make the ultimate product around the user scene.
The butler team conducted targeted data analysis for each scenario service. Wang Jiang, the founder of the flight butler, said that “these data sources are all open, it depends on your uselessness.”
In order to provide users with personalized dynamic flight information, the butler team mainly integrates the remaining seat inquiries of China Airlines, the price interface of the airline’s official website, the price policy data of the flight controller’s own suppliers and other major GDSs in the world (global distribution) System) data.
Each service scenario of the flight butler comes from an in-depth question.
For example, when a user purchases a ticket from Shanghai Hongqiao to Beijing, in addition to regular flight information, the flight butler will also provide the model and age, whether it is a bus or a corridor bridge when boarding. 24 hours before departure, the user can select a seat on the phone.
On the day of the flight, the flight manager will remind the user to go to the airport on time. This reminder will make a time prediction based on the road conditions. In addition, the flight butler will also combine the pre-order flight conditions, airport operations, weather conditions and airline scheduling, give the latest estimated departure time of the flight, and help users accurately understand the on-time status of the flight.
When the user arrives at the airport, the flight butler will prompt the terminal number of the terminal to be the most convenient check-in procedure. It takes a few minutes to walk to the boarding gate. If it is a remote location, the user will be reminded in advance to facilitate the increase or decrease of clothing and on the flight. Inform the user to board the plane in time when starting boarding.
If the user’s flight delays for a long time, or the airport has a wide range of delays, the flight controller will recommend the user to purchase the high-speed rail ticket on the flight butler in time according to the latest high-speed rail ticket, and walk from Hongqiao Airport to Hongqiao Station to transfer to the high-speed rail. .
By refining each scene and providing the ultimate intimate service, the flight housekeeper becomes the entrance to the user’s travel decision.
In the early stage of product market share, the flight butler is only an app that concentrates on making products, and there is no clear profit model. Early flight housekeepers did not advocate selling tickets because they focused on cultivating users and markets, and as the number of users increased, profits were already ripe.
Wang Jiang once shared in his circle of friends: “In 2013, the company had a scale of 120 people, and the transaction volume was 700 million in the same year; in 2014, 160 people, the annual transaction volume was 6 billion; in 2015, it reached 250, and the annual transaction volume was nearly 250. 100 million yuan.”
Leaving the scene, the product itself will lose value
In the era of mobile Internet, we have grasped the scene of this commercial sexy password.
A consumer paper company in the United States, starting with the consumer use scene, combined with the characteristics of the mobile Internet address, tells consumers whether there is a free paper towel for the toilet and toilet near him. This is a brand advertiser who provides a different perspective for consumers in the mobile Internet era.
Imagine if you only want to do an app about toilet paper products, you can only do marketing from the perspective of advertising exposure and coverage, but these can’t be related to the location of consumers. The starting point of this APP core is to seize the user’s urgent needs, which is a good service case.
The scene gives meaning to the product. This is the essence of Internet product design. Without the scene used by the product, the product itself will lose its value.
For the food and beverage industry, the scene gives the product added value. The teahouse not only sells tea, but also provides rest, recreation and social value added; Haidilao is not only a hot pot restaurant, but also a place to provide added value for the ultimate service.
Whether it is from category positioning, product positioning, or crowd positioning analysis of food and beverage categories, it eventually returns to consumer mental positioning and restaurant scene positioning.
In 1974, the US government refurbished the Statue of Liberty. After the renovation, a large amount of construction waste was left. The government tendered for the society, and who would like to clean up the garbage.
After a long time, no one took over, because the requirements for garbage disposal in the United States are very demanding. If you are not careful, you will be sued by local environmental protection organizations. The work of cleaning up garbage can not only make money, but also take a lot of trouble. This is completely a hot potato.
A French businessman immediately flew to New York after hearing the news and signed the contract. At that time, many businessmen laughed at him and prepared to watch his jokes. Surprisingly, when the businessman cleaned up the construction waste, he did not find a few bulldozers to remove the garbage as you might imagine. Instead, organize workers to classify the garbage and make the garbage a souvenir such as the Statue of Liberty and the Keychain.
In less than three months, these scraps of souvenirs sold for $3.5 million. Later, after the “9.11 incident” in the United States, the World Trade Center also did this one time. The ruins at that time were processed into various small gifts, and the tourists who came to visit it also made a fortune.
The broken iron in the eyes of the government has become a treasure in the eyes of businessmen with innovative thinking. They re-established these wastes with specific scenes, and when they saw these souvenirs, they thought of the Statue of Liberty and the “9.11 incident.”
Once such a scene reconstruction, waste has become a high-value commodity or even a work of art. Therefore, innovation does not necessarily have to go from 0 to 1, and it can be completely reconstructed by scenes.
The scene is subverting the business world
1. From product pricing to scenario pricing
A very critical node in business operations is pricing. We are moving from traditional product pricing to scenario pricing, from mass-selling sales to fragmentation and selling.
Traditional pricing is a self-centered inertial behavior around product pricing, competitors’ perspective, the pursuit of stable prices and unified impulses. By listening to users’ needs and interactions, companies can adopt new technologies and new ways to reconstruct pricing models, achieve agile scene pricing, and purchase debris.
Uber can flexibly adjust prices through vehicle supply and user demand, and easily increase or decrease prices to configure the orderly operation of taxi scenarios. What should taxi companies do when faced with the challenge of flexible and innovative pricing?
2. Drive the purchased tool: implant the product into a specific scene
When a company develops a new product and wants to sell it well, it must occupy the time and space of the consumer’s life, and look for product pain points in the specific situation of consumption. The scene becomes a very important word, and products and marketing must be based on the specific, specific and lively scenes of the consumer.
Researching consumer scenarios can reveal new product opportunities, creating consumer scenarios can open up new product spaces, and demonstrating consumer scenarios can drive consumer buying behavior. Therefore, no matter how perfect the online customer service, the scene experience of the physical store can not be replaced by online.
Amazon, Jingdong, Taobao, No. 1 Store, Suning, etc. spare no effort to open physical stores online to enhance the user’s scene experience. Take Amazon’s book publishing as an example. It not only has a large online book supermarket, but also plans to open a boutique bookstore in Seattle, its headquarters city, featuring Kindle and Amazon-specific books, including e-books and paper books.
Unlike traditional bookstores, Amazon’s small boutique bookstores rely on their unique advantages, namely Kindle electronic media and exclusive bibliography, to give users a unique and distinguished experience in boutique stores, and in luxury stores. The same feeling.
3. Get more attention based on the scene
Products based on consumer scenarios can communicate more effectively with users and gain attention.
Xinhua News Agency launched the news client “I am on the scene”, which is a media based on the positioning system. Professional journalists and other users registered on this platform can share what they see and hear at the location, through the geographical location. To aggregate relevant news information.
The Nutrition Express is not focused on product quality, but on the consumption scene of the product. It positions the product in a high-frequency scene in the life of “going to work before eating breakfast”. Through a sentence “I can’t have breakfast, come to the bottle of nutrition fast line” to hit the consumer scene.
Wang Laoji’s success is due to the repositioning of herbal tea from medicinal drink as a drink to prevent fire. In order to better arouse the needs of consumers, it selects several of the most popular items in daily life. Scenes such as eating hot pot, watching the ball all night, eating fried food, barbecue, etc., put Wang Laoji herbal tea into the consumption-specific scene. The consumption scene prompts consumers to associate with the red pot Wang Laoji when eating hot pot and barbecue, thus facilitating the purchase.