Four key words for new marketing: scenarios, IP, communities, and communication

What is New Marketing? There are four key words: scene, IP, community, and communication.

So what is the connection between these four? The scenario is the product logic, IP is the brand logic, the community is the customer relationship logic, and communication is the marketing logic.

1. What is New Marketing?

To put it simply, we can benchmark against 4 companies. Xiao Ming Tongxue and Cha Pi are both traditional enterprises, while Jiang Xiaobai and Xiao Shi Le are emerging enterprises. They systematically practiced new marketing, especially Jiang Xiaobai.

It can also be understood using four key words, namely " scenario ", " IP ", " community " and " communication ".

The scenario is the product logic, IP is the brand logic, the community is the customer relationship logic, and communication is the marketing logic.

It can also be summarized in one sentence: "4Ps are all about communication." Or it can be interpreted in four sentences: the product is the IP, all contact points are communication points, all promotional activities have communication value, and communication is the soul of marketing.

First put forward the concept, have a framework, and then interpret it in detail.

When a new system is proposed, don't find fault with it first, but see whether the main body is reasonable. If you keep finding fault with the child, you shouldn't have raised him.

2. Scenario

Let me give you two examples.

Xiaoguan Tea is very popular this year, with sales of over 1 billion, entering the first position in one fell swoop. If it weren't for production capacity constraints, sales would be even greater.

Some old tea lovers are not convinced, isn’t it just a change to a smaller package? In fact, that is a misunderstanding of the new scenario of Xiaoguan Tea.

They don’t understand the product logic of Xiaoguan Tea at all. He discovered a new scenario: "How to drink tea conveniently while traveling." Du Guoying, the owner of Xiaoguan Tea, is a tea lover. It is inconvenient to bring tea on business trips, so he wants to solve this problem. A can of tea is just one brew. This is a special scenario and also a large-volume scenario.

Let’s talk about Jiang Xiaobai. Some people say that there is a problem with the quality of Jiang Xiaobai's wine. In fact, the boss attaches great importance to quality, but they don't understand the scene of Jiang Xiaobai. "Small gatherings, small drinks, small moments, small moods" are the new scenes discovered by Jiang Xiaobai. Therefore, Jiang Xiaobai provides a "new generation of scenario solutions".

A friend in the group said: Drink a lot of traditional liquor; drink Jiang Xiaobai to your heart's content. Very vivid, the scene is indeed different.

Jiang Xiaobai’s three main products all provide solutions based on specific scenarios. For example, a four-pound bottle of "Ten People Drink" with a 25-degree alcohol content is a team-building drink. Team building is also a scenario. One characteristic of Internet companies, including Alibaba, is that [drinking is necessary during team building]. Only by drinking can people open their hearts. This wine was originally customized by Three Squirrels, and this time Xiaoshile also customized a team-building wine from Jiang Xiaobai.

[Team Building Wine] is also divided into four sub-scenes: calling, unity, victory, and celebration moment.

Looking back now, the success of many brands can be explained by scenarios. For example, Nestlé and Maxwell House Coffee entered China at the same time and both had good momentum at the beginning. But Nestlé has discovered two important coffee consumption scenarios: one is gifts, and the other is tea break time. Especially during tea break, there is Nestlé, it has become a standard. China does not have a coffee culture, unlike the West where coffee is everywhere, but it can occupy special scenes. Nestlé’s gift packs and small bags are product logic based on scenarios.

Recently, a boss told me that the Internet has created many new consumption scenarios, which have diverted consumption. Why did your sales volume decline while GDP did not decline? There are more and more scenes. Therefore, the boss used the principles of new scenarios to discover new market opportunities .

Why is the scene considered as product logic? That is, the product must have a strong connection with the scenario.

Wu Sheng has these two sentences in "Scene Revolution":

“This is a big era composed of everyone’s small eras, and the trend is more grid-like.”

“A detonation scenario may mean indifference, indifference, or negligence to a community with other characteristics.”

From a mental perspective, product logic is to occupy the mind of the scene and establish strong connections with the scene .

From the perspective of experience, the experience is only coordinated and meaningful when placed in a specific scenario. Experience is separated from the scene. There is no such thing as a pan-experience or one that can be experienced anywhere.

There are two products that were considered to be successfully positioned in the past, but in fact, they are more reasonable from a scenario perspective. For example, Wanglaoji has established a strong association with the hot pot scene, and Red Bull has also established a strong association with long-distance driving. These are all scenes.

In KTV scenes, Rio cocktails appear. Jiang Xiaobai appeared in the new generation of consumption scenarios. Greasy middle-aged men pursue complex wines; the new generation pursues simple wines. These two scenarios do not understand each other, and the needs of one scenario cannot be used to negate the other scenario.

The scene is "time and space" + "mind". Space and time refer to time and place; mind refers to strong relationships. To occupy the scene is to occupy the mind.

3. IP

The original meaning of IP is intellectual property, but I prefer to call it [ autonomous communication energy ].

Some time ago, I had a feeling that brands might disappear in the future and be replaced by IP. This trend has already begun. For example, Yili, Uni-President, and Wahaha have become endorsed by a platform, and each product is a brand. Of course, not all products can become IPs.

IP could be a person, such as Jack Ma; it could be a product, such as the tripe of Banu Hotpot; it could be a service, such as Haidilao’s service; or it could be a company, such as Jiang Xiaobai.

Mr. Tao of Jiang Xiaobai once said: "Once the product comes out, the script will come out, and once the script comes out, the IP will come out."

So this script is different from the original brand concept. Traditional brands are built on memory based on repeated communication. For example, ten years ago, a boss said that a brand is to spend 200 million yuan every year to make consumers remember one sentence.

What is the script of IP? The script has its own independent dissemination power.

So, how do you turn a product into an IP?

Teacher Fang Gang said something in the group. Many bosses said, my product is very good, why is it not selling?

A good product is not enough, a good product must become an IP.

So how can a good product become an IP?

First of all, the boss must be the chief product officer, that is, the product manager.

Why should the boss become a product manager?

Resources will be concentrated on what the boss values. For a product to become an IP, you must be willing to waste. Mr. Tao of Jiang Xiaobai said that to improve the quality by 20%, we must dare to spend 200% of the money.

A few days ago, I heard Mr. Du from Banu Hotpot talk about how he spent nine months working on a product. Others were about to give up, but he didn't, and finally succeeded.

What is willing to waste?

That is, first develop good products stably regardless of cost, and then consider how to reduce costs. Once a product becomes an IP, there is certainly room for value-added and there is no need to worry about high costs.

Another feature of IP products is that they don’t seek applause from everyone, but there will definitely be people who consider it as their first choice. It’s normal for some people to take it as their first choice and for others to dislike it. What I fear most are the second choice and the third choice, which are like the "spare tire" when I am in a relationship.

How to check whether a product is an IP? There is an index in the Internet era called the WeChat Index. Just check the WeChat Index and you will find out. Without autonomous dissemination, it is certainly not an IP.

People avoid advertisements as much as possible, but IP spreads itself independently. IP means that even if you don’t pay, there will be people spreading your information on the Internet.

4. Community

Why talk about community? Because in the Internet age, communities are the connectors of interpersonal relationships. Community mainly refers to social media, such as WeChat, QQ, blogs, Weibo, etc. all belong to this category.

I divide WeChat into three categories: the first is the work group, which is an internal management work group, which is closed; the second is the social group, with people as connectors; the third, which I call the business fan group, uses products as connectors.

What is the logic of community in business? I think it's customer relationship logic .

In the past, customer relationships may be divided into big customers and key customers. But now, because of social links, consumers are re-stratified. For example, some of us are called opinion leaders (KOL), and some are called fans. They may not only be your consumers, but also the disseminators of your entire business logic, a part of the business logic, or even producers in the business (such as user-generated content (UGC)).

For example, the fans of Teacher Ding Ding's [Fan Factory] are such a business group, which is established around the topic of fans. My group only talks about marketing, it can also be called a business group.

It is often seen that someone posts a commercial advertisement in a group and is kicked out. This means that commercial activities are of course not allowed in social groups, but they are allowed in business groups because the purpose is very clear, which is to build a fan group around a certain business activity, such as a product.

The community has truly realized the concept of “people are divided into groups”. The relationship between consumers and manufacturers has also been further subdivided. It is no longer just big customers or small customers. For example, some are KOLs, who may just be communicators, not consumers; some participate in UGC and become content producers.

Someone told me that Xiaoshile is so popular, but it seems to be only popular among the upper class, and not among consumers! I say this is the best application for the community. The viral explosions we have seen are accidental and cannot be replicated.

However, targeted communication can be replicated. For example, the communication for investment promotion is only for the dealer group. Another example is, when doing business in a certain county-level market, why should the whole country see it? You are not a consumer, so why should you know about it? These are all traces left by the shotgun-style communication in the past.

Through the community, it can be spread to specific groups of people and specific areas, and this is the value of the community.

5. Dissemination

This part of the content will be published in another article.

You may have known the four key words of new marketing before, but you need to form a system, find the underlying logic, and form a routine before you can learn and promote it.

Author: Liu Chunxiong

Source: Liu's New Marketing (ID: liuchunxiong1964)

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