Every era truly defined as a "new era" by the public must undergo "disputes over authenticity", "consensus in thinking", and "transformation practice", and the digital era is no exception. At the start of each "new era", there are those who explore its essence. They are a group worthy of great respect, and their work deserves praise, because they help many enterprises avoid detours, strengthen the resolve of many managers, and inspire many brands to innovate boldly. Exploring the essence of an era requires more effort, resilience, and courage than most. The digital era has arrived, yet many enterprises face numerous issues that are difficult to resolve: 1. In enterprise digitalization, the four major areas—"supply chain digitalization", "production digitalization", "marketing digitalization", and "management digitalization"—should they be promoted comprehensively or addressed sequentially? 2. Is the drive of enterprise digitalization on business strategic or tactical? 3. How should the talent organization for enterprise digitalization be aligned? Many enterprises are confused because they have fallen into a misconception: they step outside their own business and domain to study unfamiliar "technology areas", only to become lost in unfamiliar fields such as "cloud computing", "digital middle platforms", and "intelligent AI". Such research only leads to greater confusion. Returning to one's own business to understand digitalization is the better way to advance transformation and find a path to breakthrough. Creating value for users is the essence of enterprise survival. The digital era begins with embracing users; digitalization centered on users is the starting point of the entire enterprise's digitalization. Otherwise, it becomes a source without roots. Being with users, interacting with them more efficiently, and establishing new relationships with them is essentially marketing digitalization. Therefore, the opening move of enterprise digital transformation should focus on "marketing digitalization". Exploring marketing digitalization requires returning to the essence of marketing: the success of a brand is measured by how many users it has and how much recognition it gains from them. Because marketing always serves this purpose, and this is also the long-term value of brand marketing. -01- Marketing digitalization builds a three-dimensional new user relationship In the past, marketing was linear thinking: either using products to create a usage relationship with users, or using channel endpoints to create a purchase relationship, or using advertising to create a cognitive relationship. Such relationships have become increasingly fragile with the "fragmentation of channels", "fragmentation of media", and "fragmentation of scenarios". The users a brand possesses become granular, like sand: if you let go, they fly away with the wind; if you squeeze, they slip through your fingers. Marketing digitalization, on the other hand, uses internet technology to connect with users, linking users' multiple consumption scenarios, multiple purchase needs, and content cognition. The resulting three-dimensional "person-product-place" connection is what truly means owning users, meeting their needs and purchasing habits, and delivering effective interactive content in ways that interest consumers—like a gentle rain that nourishes silently, letting consumers feel the warmth of spring. With today's highly developed internet technology, it is entirely possible to establish "super touchpoints" through technologies such as "smart sensing", "ID recognition", "biometric recognition", and "dynamic profiling", creating effective connections with users. The planning of super touchpoints is the cornerstone of marketing digitalization. Many enterprises, when first encountering digitalization, remember the term "online" and find it trendy, but when it comes to implementation, they don't know how to achieve it. If they forcibly turn users into administrative commands for managing employees, how can there be "online" without "super touchpoints"? Super touchpoints are like the switches, sockets, and chargers we use daily; without them, you cannot experience the light and energy generated by electricity. Over the past four years, Super Node has developed a methodology for planning "super touchpoints" by serving and researching dozens of different types of brands, and has successfully helped many group brands complete the planning and implementation of marketing digitalization. The essence of marketing is the establishment of user relationships; digital marketing is the reconstruction of new user relationships. -02- Marketing digitalization pursues ultimate efficiency marketing The beginning of any new era is both an opportunity and a challenge for all brands, as the saying goes, "It was the best of times, it was the worst of times." In fact, every brand at an inflection point either finds a new growth curve or is squeezed by new growth brands in the industry. In the digital era, rapid brand transformation is precisely to explore new growth curves, which is also the strategic goal brands pursue in the digital era. But FMCG enterprises, having experienced the era of bulk distribution, the era of big KA, and the era of big e-commerce, have deeply felt the dividends of major growth. Facing the digital era, which offers neither channel dividends nor demographic dividends, many enterprises lack confidence and expectation in the business dividends of the digital era, which precisely becomes confusion about transformation goals. What marketing digitalization can change in the digital era is indeed different from before. If the previous three eras brought "quantitative changes", the digital era can be said to bring "qualitative changes". -03- Three mindsets for building marketing digitalization First, the "super connection" mindset In the Chinese market, marketing has a keyword called "relationship marketing"—relationships with channels, internal systems, government, users, and so on. Today's digital era is precisely a reconstruction of new relationships, especially user connections, which have become very challenging and technically demanding. The connection between users and products, brands, scenarios, and sales guides requires data connectivity on the internet, and connections at different dimensions become very unique. The super connection across multiple dimensions—person-to-person, person-to-object, person-to-place—is the prerequisite for marketing digitalization. Only by always maintaining a "super connection" mindset can digitalization be possible. Some managers with traditional thinking believe that getting everyone to use a certain tool is just an administrative order, but users and channels are never your employees, and administrative orders are ineffective. In collaborations with some major brands over the past few years, helping clients establish "super touchpoints" has been a very important and effective task. The "online" that digitalization aims to solve is essentially the connection mindset discussed today. Second, the "business closed loop" mindset Different brands and enterprises have unique marketing chains, but a notable feature of traditional chains in the past was "one-way marketing": user feedback relied mainly on lagging market results, and mature companies relied on user research feedback from marketing departments, which made it difficult to accurately determine the causes. One-way marketing was a characteristic of the extensive growth stage during the era of demographic dividends. Today's market segmentation and audience segmentation make it impossible for purely extensive marketing (one-way marketing) to ensure healthy brand development. In the digital era, every marketing activity should have precise feedback, knowing where something happened, where to focus, and where to amplify marketing. This is what is called efficiency marketing. In the digital era, the "business closed loop" mindset addresses the issue of efficiency marketing, but how to be efficient? In the field of marketing digitalization, it must be supported by two experts: a marketing expert and a technology expert. In past collaborations with enterprises, Super Node has found that successful digitalization implementation requires targeted research and planning of the marketing closed loop for the enterprise. Only then can digitalization synergize with and stimulate business. Third, the "user ecosystem" mindset Mastering users does not mean owning them. A brand we collaborated with in the past had a major confusion at the beginning of the cooperation: "We have accumulated 7 million users, but we can't activate them. We tried many push methods, and each time we lost a large number of followers." This phenomenon is common among many major brands. Some enterprises have set up content departments specifically to operate these fans, using micro-malls for conversion, achieving some results, and thus many enterprises have entered this vicious cycle of monetization. Why do I call it a vicious cycle? Because the purpose of accumulating fans is to activate users, not to transfer the monetization scenario. The problem enterprises face is how to solve the deep experience of users in heavy purchase scenarios, not the problem of acquiring customers and transferring them to sales departments. Where do users come from? Where do they frequently purchase? What interactions are they enthusiastic about? How can brands interact with users in a friendly way? This is the fundamental aspect of a user ecosystem. It involves not only content but also user interaction across multiple scenarios. When brands plan digital marketing, they should build a user ecosystem system from the start. Without an ecosystem, there is no circulating fish pond, and no possibility for long-term user survival. In the user ecosystem, the core issue that digitalization solves is how different marketing roles can play their due service value. For example, when a user enters a store, a sales guide using digital upgrade capabilities can generate higher value than in the past, extend service scenarios more continuously, and achieve greater performance—rather than using the sales guide to acquire customers and then separating from the guide to operate users. Only by empowering different marketing roles to enhance user service capabilities can we truly achieve "users living in the ecosystem". Digital marketing will be a comprehensive marketing innovation. It will lead brands into the digital era and create new digital brand power! The great mission of the era falls upon us; we should devote all our efforts and ride the waves with the times! Tips will be paid 400-2000 yuan once the tip is adopted.