Source | Teacher Liu's Scenario Marketing ID | liuchunxiong1964 Having been engaged in marketing for over 30 years, I have promoted many marketing concepts. bC integration is the most difficult, while scenario marketing is relatively simple. Where is the difficulty? Because bC integration is not like a liberal arts concept. Even now, many traditional marketers still do not know what B, b, and C refer to. But why do I put so much effort into promoting it? Because I know this is the inevitable path for marketing, that is, the inevitable path for user operations, and also the inevitable path for scenario marketing. Users are in scenarios Where are users? Users are in scenarios. People on the street are passersby, not users. It is not uncommon for merchants on the street to hand out flyers and pull people in, which can cause resentment among passersby. Only when people are purchasing or consuming are they users in the commercial sense. This is precisely the difference between people and users. People become users in specific scenarios. Users are either in purchase scenarios or consumption scenarios. When someone enters a store, they are of course a potential user. When someone enters a restaurant, they are of course a potential user. In scenario marketing, unless otherwise specified, scenarios specifically refer to consumption scenarios. Is the purchase scenario (terminal, retail store) a scenario? Broadly speaking, it is. Generally, we add a qualifier, that is, the purchase scenario. Purchase scenarios certainly have marketing significance. For example, Hua & Hua's super symbols treat terminals and products as communication carriers. For example, the former supermarket promoters (shopping guides) also promoted in purchase scenarios. It's just that with the current wave of supermarket renovation, shopping guides will gradually disappear. Why do we particularly emphasize that users are in consumption scenarios? New retail has proposed a broad commercial framework, namely people, goods, and scenes. Upon careful thought, it is very meaningful. New retail emphasizes that traditional retail is people looking for goods, while new retail is goods looking for people. It emphasizes that new retail's "goods looking for people" is an improvement over traditional commerce's "people looking for goods." From this, I also see another layer of meaning: whether it is people looking for goods or goods looking for people, it shows that the three elements of people, goods, and scenes are separated. Separation creates obstacles for commerce. In scenario marketing, people are in the scenario, and goods are also in the scenario, seamlessly connecting the three. This is the prerequisite for efficient scenario marketing. User operations Traditional marketing was once modern marketing. A basic characteristic is the use of efficient mass media for user cognitive education. Therefore, advertising is manufacturer DTC. Unless it is direct sales, as long as there are channels, transactions are not DTC. Hence, there is a distinction between push and pull marketing. Some even define DTC as Marketing and push as Sales. This further evolved into the cognitive theory that "Marketing is superior to Sales." DTC was proposed by internet commerce, leveraging the seamless connection between cognition and transaction on the internet, and extended it. New retail also wanted to replicate e-commerce's business logic. Business thought has its stance. When new retail's DTC logic was proposed, I kept emphasizing this viewpoint. New retail is based on the stance of internet commerce. In fact, internet DTC is also an illusion. What we think of as DTC, where manufacturers reach C-end directly, actually involves a series of intermediate links. The above image is from "The Matrix," authored by the famous Scott Brinker, who proposed the concept of Martech (internet technology). So, the internet only lacks physical intermediate links; it still goes through a series of virtual intermediate links. For brand owners, internet 2C is actually an illusion. I prefer to express it as F2P2C (P stands for Platform). Yes, platforms are the new middlemen. My viewpoint is: DTC is Marketing, which is user cognitive education. Traditional advertising is DTC, and the internet is DTC. The user operations emphasized now are also DTC. As mentioned earlier, scenarios are the unity of people, goods, and scenes. Therefore, scenarios are also the best venue for Marketing. The time/space of a scenario is the "explicit" indication of the task to be done, while the roles/processes in the scenario are the "implicit" indication of the task to be done. Therefore, in consumption scenarios, demand is timely and clear. Here, we need to emphasize the difference between the "task to be done" in scenario marketing and demand. A task to be done is a demand that needs to be realized immediately. Under the premise of a "task to be done," user cognitive education will naturally be more effective. The internet has degraded user operations to transactions. We need to pull user operations back to its original meaning, that is, user cognitive education. B-end reaches scenarios, scenarios operate users Purchase scenarios are public places, while consumption scenarios are relatively private places. It is not a big problem for supermarkets to do promotional activities in the store. But when manufacturers promote in users' consumption scenarios, it involves user rights issues. For example, Xibei wants to create a parent-child scenario: "If you have a baby, you have Xibei." Shouting a slogan is useless; cognitive education is needed. If Xibei does cognitive education at the dining site, it also involves interference with user consumption. Therefore, Xibei designed a weekly parent-child activity in each store, where mothers and babies participate together. The parent-child activity scenario is not a real consumption scenario; it is a simulated consumption scenario. When mothers sign up to participate, they acknowledge the public nature of the scenario. Because consumption scenarios are private in nature, manufacturers need consent to intervene in private places. bC integration solves this problem. In the channel system, the b-end has the closest relationship with users. Of course, not all b-ends, such as supermarkets, have such a close relationship with users. Relationships were once regarded by many as a cancer of commerce, but that is an abnormal business relationship. A normal business relationship is actually a credit relationship. Relationship transfer is trust transfer. The b-end transfers the C-end relationship and also transfers the relationship with the manufacturer. Therefore, in scenario marketing, relationship transfer is the starting point. Lidu's immersive experience has a model of "six in one": relationship → scenario → experience → cognition → transaction → communication → relationship. The starting point is the bC relationship, and the end point is a new bC relationship. This is a cognitive flywheel. bC integration: joint operation of users and channels I have been promoting Teacher Shi Wei's business thought of the trinity of cognition, transaction, and relationship. This is an extremely concise expression that points directly to the essence of business. Cognition, transaction, and relationship: as long as they are trinity, either efficiency is high or effect is good. In user operations, how many users can a manufacturer operate? China's 1.4 billion people are all potential users. Not to mention offline, online operations are also extremely difficult. Therefore, the real operators of users should be the b-end, who come into contact with users every day. But the b-end has its own independent profits. Why should they operate users on behalf of the manufacturer? Unless they find it profitable, they will do it voluntarily even without the manufacturer's mobilization. What we call scenario-based user operations actually involves two parties. One is the manufacturer and distributor, and the other is the bC end. The C-end is user cognition, and the b-end is the channel. bC integration means operating users and channels together, with both sides acting as levers for each other. bC integration, also called bC linkage, means that the manufacturer and distributor treat bC as a group of objects to operate. Simply put, it is operating the C-end in front of the b-end. There are two levers here. Only through the b-end can we reach the scenario and then the C-end. This is the first lever of bC integration. The channel is the lever for users. By activating the C-end, the b-end is activated. Through limited C-end operations, channel activation is completed. This is the second lever of bC integration. Users are the lever for the channel. We know that user operations have low efficiency, and scenario marketing also has low efficiency. However, scenario cognition has high intensity. It is precisely the leverage effect of bC integration that expands the efficiency of scenario marketing. bC integration operates both users (C-end) and channels (b-end). Special promoters of bC integration As mentioned earlier, promoting the concept of bC integration is difficult. But overall, the promotion effect has been quite good. The success of a concept's promotion requires three elements: the concept proposer, media promotion, and application benchmarks. Even those who still don't understand bC integration are talking about it. bC integration has formed a certain atmosphere. Not talking about it seems backward. I have reviewed this issue. How did bC integration succeed in promotion? Besides my repeated emphasis over the years and media dissemination, there is also a special promotional force that was overlooked in the past, namely digital system developers. bC integration is not like a liberal arts concept; it is more like a clear engineering concept. Because I am an engineering graduate, a computer automatic control major from the early 1980s. When making channel digital systems, no matter what the concept, programming is required. bC integration is too easy for coders to turn into code. The popular "five-code integration" is a typical manifestation of bC integration. Also, the b-end reverse red packet can only be written if one understands bC integration. Every channel digital developer will present bC integration as a necessary module to the client. Every channel digital client has heard countless digital system developers talk about bC integration. Although bC integration does not necessarily require digitalization, channel digitalization has driven the promotion and popularization of bC integration. This is a fact. Therefore, when I wrote "New Marketing 3.0," I set the subtitle as "bC Integrated Digital Transformation." Operators solidify bC relationships Once a business logic becomes a business model, it is easy to promote and solidify. In the past, distributors engaged in deep distribution, utilizing the Bb relationship. The "customer relationship" in deep distribution is the relationship between distributors and retailers. This is relationship transfer and also trust transfer. bC integration utilizes the bC relationship and transfers bC trust. So, what business model does it ultimately form? Deep distribution made distributors successful. China originally had no distributors, and developed countries also had no distributors. Because deep distribution utilized the Bb relationship, distributors came into being. Their business model is deep distribution. bC integration will promote the rise of operators. In this process, the functions of distributors will be replaced by operators, B2b platform providers, and suppliers. Operators will undertake the functions of brand promotion and product promotion. I call it the promotion of "three new and one high," that is, new brands, new products, new markets, and high-end products. Scenario marketing is not just about promoting new brands and new products, but about creating new consumption scenarios. This is the highest intensity cognitive model, which precisely requires reaching consumption scenarios and users through bC integration. Therefore, bC integration will be the main operational means for operators and the inevitable path for scenario marketing. The highest intensity cognitive means The biggest feature of Chinese marketing lies in channels. In the past, I proposed Chinese-style marketing, which is actually deep distribution in channels. Deep distribution means manufacturers strongly intervene in channel operations. Scenario marketing and offline user operations will be even stronger channel intervention than deep distribution. Deep distribution is already very difficult in management, and scenario marketing and user operations will be even more difficult. With such difficulty, why do it? Because we are currently in an era of shrinking volume. Only by creating incremental volume can we solve the dilemma. Otherwise, being trapped in shrinking volume will only lead to involution. We need to analyze existing cognitive models. Word of mouth, brands, IPs, big Vs, celebrities, etc., are all forms of commercial cognition, but different cognitions rely on different media. Therefore, I now prefer to use the term cognition, which is higher than brand, word of mouth, and IP. Look at business from a higher level. Word of mouth is the earliest commercial cognitive means. Word of mouth occurs in interpersonal interactions. Interpersonal interactions have trust, and cognitive intensity is high. But word of mouth spreads slowly, and cognitive efficiency is low. Commercial advertising is currently a very efficient cognitive tool. In an instant, advertising information spreads across the country. But people staring at the TV are not interested in watching ads; ads are just gifts for excellent TV programs, with low cognitive intensity. Therefore, ads must be repeated over and over to form reinforced memory. Because ad repetition requires long-term, strong investment, the ad threshold is very high, eventually becoming the patent of a few giants. When internet advertising arrived, some cheered that they finally didn't have to "waste half of the advertising budget." Unfortunately, although internet communication can be very precise, its efficiency is even worse than advertising. Except for good UGC that has fission and unexpectedly promotes many companies, internet advertising communication is really hard to rely on as a cognitive means. It can be said that whether from the perspective of cognitive efficiency or cognitive intensity, the aforementioned communication means are insufficient to rely on. This is precisely the dilemma of the current brand department: holding a lot of money, not knowing who to invest in. They can only invest scattered. The reason I have invested a lot of energy in promoting scenario marketing in recent years is due to the following characteristics: First, the cognitive intensity of scenario marketing is high enough. Scenarios reach users, and then high-intensity cognitive means such as interaction and experience can be used. Although efficiency is a bit low, bC integration has a leverage effect. Second, regardless of enterprise size, it can be done. According to the enterprise's strength, you can choose to "burn a small pot," "burn a medium pot," or "burn a large pot." Third, sales promotion and distribution can be integrated. In traditional marketing, cognition and transaction are separated; on the internet, they are integrated; in scenario marketing, cognition, transaction, and relationship are trinity. Because sales promotion and distribution are integrated, scenario marketing can activate the overall situation, including online. Just like deep distribution, the logic is not difficult, but management is extremely difficult. Similarly, the difficulty of scenario marketing is not in methods or logic, but in management. Deep distribution only reaches the b-end, and it is already so difficult, let alone scenario marketing reaching the C-end! If you cannot pass the management test, the enterprise cannot become big. Scenario marketing will ultimately achieve big enterprises, but at least it gives small enterprises another opportunity. An opportunity to stand at the same starting line as giants in a new cycle. Tonight from 20:00 to 21:00, Zhao Bo, founder of New Distribution, and Xu Zhen, founder of Qingdao Meige Logistics Consulting, will have an in-depth live dialogue on "How to start B2b from 0-1, and how to do warehousing and distribution." Interested friends can click the live link below to make an appointment⬇