Source | Teacher Liu's Scene Marketing "Chew Yida after eating or drinking," "Drink six walnuts when using your brain often," "Drink Wanglaoji when afraid of getting heaty." These are scene demand creation. "Drive a BMW, ride in a Mercedes," "Cover with Kindle, noodles are more fragrant," "I am Jiang Xiaobai, life is simpler," "When the car needs fuel, I drink Red Bull." These are scene positioning. "Children who have seen the world are stronger," "Stop and enjoy beauty," "Feeling drained." These are scene experience. "Go home for Spring Festival with Jin Liufu," "Start the engine, heart moves," "Wash hands and eat," "Visit HLA twice a year." These are scene triggers. First, they are all marketing communications based on scenes, but they are subdivided into four functions of scene marketing: scene demand creation, scene positioning, scene experience, and scene reach. Second, they all manifest as slogans in communication. Thus, the success of the above scene marketing easily triggers a demonstration effect: using a scene slogan to indicate that one is doing scene marketing. It even simplifies to: having a scene slogan means scene marketing. Scene Cognitive Education Consumer cognitive education is the most important thing in scene marketing. Because scene marketing creates new consumption behaviors from scenes that did not originally exist. This is a very difficult marketing model. Of course, if successful, the rewards are also great. The difficulty of scene marketing is comparable only to category marketing. Creating a new category and creating a new consumption scene are equally difficult. The commonality is innovation from 0 to 1. Scene marketing is not competitive because it did not exist before, so there is no benchmark for competition. After scene marketing succeeds, it is still not competitive because the result of scene marketing is a scene "standard configuration." It is hard to break apart a standard configuration. The difficulty of scene marketing lies in scene cognitive education. Educating one person is not difficult; scene education is educating a group of people. The cognitive object of a scene is not an individual but everyone in the scene. For example, Xibei's parent-child scene is not solved by a slogan like "Have a treasure at home, choose Xibei." To build this scene, Xibei holds a parent-child activity every week at each store, making mothers paying members and having them create UGC. Each paying member's consumption frequency is more than 10 times that of ordinary members. Since it is cognitive education, it is necessary to solve not only the methods of cognitive education but also the communication system for cognitive education. The methods of cognitive education used to be mass media communication, where advertising and slogans were integrated. Now, scene marketing can deeply reach scene users, or it can be UGC-style communication. The communication system for cognitive education always needs a cognitive language that the public is accustomed to. Slogans solve this problem. However, slogans can be traditional PGC or UGC in the internet age. The Era Background of Slogans Any theory has an era background behind it. This is the boundary condition for the theory's validity. In winter, no matter how beautiful summer clothes are, they are not warm. So, whether clothes are beautiful depends on matching the season. This is the prerequisite for judging whether clothes are beautiful. Traditional marketing, in its tactical theory system, is 4P (Kotler). This is the universal analytical framework for marketing. In actual operation, the user cognitive system (brand department) and the channel transaction system (sales department's deep distribution) are two driving systems. In the cognitive system, there are two routes: Slogan and Logo. Slogan relies on mass media, while Logo relies on the channel system. Before 2010, Slogan received more attention than Logo. As long as advertising spending was sufficient, advertising had more communication power. After 2010, super symbols rose, and super symbols are also Logos, marginalizing Slogans. Slogan and Logo are both cognitive systems. What is the difference? The premise for effective communication is to attract attention; otherwise, communication is ineffective. Slogan leans more toward "unintentional attention" when there is "no demand" (especially in mass media advertising), such as watching TV at home without purchase demand, and if an ad is attractive, you pay attention. Logo, especially super symbols, leans more toward "intentional attention" when there is demand. If you are at the point of sale, you certainly have demand. At this time, attention easily converts into purchase action. Therefore, the design logic of super symbols is to turn Slogan into Logo. The slogans cited by Teacher Kong Shou above are widely known because a lot of advertising money was spent. Slogans without advertising money support have no value. In recent years, we have repeatedly emphasized that the value of Slogan in communication is the consistency of communication content, amplifying the power of communication. This is the power of Slogan resonance. To summarize: The slogans we know well all rely on mass media communication. Slogans require sufficient advertising investment to be effective. Logos (super symbols) require sufficient terminal distribution rate to be effective. However, the boundary conditions for this marketing logic have now disappeared. The Pendulum of Cognitive Systems There is a pendulum effect. Society develops toward the opposite side. The cognitive system of agricultural society was word of mouth. Word of mouth is the traditional version of UGC. Its characteristic is "good effect, low efficiency." Communication is slow but very effective. So, to this day, "good reputation" is still extremely high praise. Why is word-of-mouth communication so inefficient? First, because of the lack of modern communication tools; second, because of the lack of consistency in communication content, such as Slogan. After the invention of radio, the commercial cognitive model of mass media advertising was born. In an instant, an advertising message was known nationwide. Thus, the brand advertising model was born. Current brand theories are all built under this system. The characteristics of the advertising cognitive model are: high efficiency (national communication), low effect. How to solve the low effect problem? It is repetition, repetition, repetition. The repeated content must be consistent, so it evolved into Slogan. Thus, the threshold for advertising became higher and higher, eventually becoming a game only industry giants could play. Small and medium enterprises only dared to play with a "gambling" mentality. Media oligarchs and industry oligarchs formed an ecosystem in communication. This is the first pendulum swing of the cognitive system. From high effect to high efficiency. After entering internet communication, there was no effective communication model. Internet precision communication was proven to be a "misunderstanding." It does not conform to the logic of brand communication of "you know I know," only solving "you know." The once-popular combination logic of Bilibili, Xiaohongshu, Zhihu, and Weibo has now been proven to be an illusion, with no sustainability. The explosive spread of UGC has an element of luck. With the emergence of scene marketing, communication has swung to the other end of the pendulum. New retail once summarized the business system as "people, goods, and scenes." Whether people find goods or goods find people, it assumes that people, goods, and scenes are separated. Scene marketing precisely lies in the fact that both people and goods are in the scene. Both people and goods are in the scene, which creates a condition: the cognitive system with the best effect will come from the scene. Immersive experience, which is currently proven to be the most effective cognitive method, is exactly this. However, scene-based cognition, although effective, is inefficient. Immersive experience, although effective, is too inefficient. Each session has limited participants. For industry giants, it is a drop in the bucket. Therefore, although industry giants are interested in scene marketing, not many have actually practiced it. The threshold for scene marketing is very low, and it can be done regardless of scale. After Liduzi's immersive experience succeeded, tasting sessions and factory tours were popular for a while. In 2024, I predicted that there would be a cliff-like decline in 2025. The reason is that seemingly low-threshold actions actually require a high-threshold organizational management system. The two major driving forces of traditional marketing: brand driving is high investment and high threshold; deep distribution is low investment and low threshold. But why is deep distribution, with its low threshold, still done well by industry giants? The fact should be reversed: it is the enterprises that do deep distribution well that become industry giants. Because national deep distribution in FMCG has up to six levels of management. The threshold for distribution actions is extremely low, but the management threshold for deep distribution is very high. Therefore, the threshold for scene marketing is not high, and the effect of scene marketing is very good. However, enterprises that can truly do scene marketing well are those with strong organizational management capabilities. Not violent investment, but enterprises that can fight a protracted war in the field of scene marketing. Scene marketing has pulled the pendulum of the cognitive system to the other end, similar to word of mouth. The word of mouth of agricultural society is the traditional version of UGC, while UGC is the modern version of new word of mouth. The new word of mouth in scene marketing has four characteristics: First, careful selection of people and role division. KOL, KOC, big C, and ordinary C have clear divisions. Second, cognitive density. Density is social cognition. I know you know, requiring social cognitive density. Third, the support of UGC. The internet does not spread Slogans, but it spreads UGC. Fourth, rhythm selection. You can boil a small pot (circle communication), a medium pot (same-city communication), or a large pot (national UGC ignition). Enterprises with different resources can choose to boil pots of different sizes. Although the above four characteristics speed up the spread of new word of mouth, compared to the speed of advertising, scene marketing is still a marathon and a protracted war. Is there a cognitive model that is both effective and highly efficient? I think not. The cognitive pendulum either leans toward the effect side or the efficiency side. If there truly were a model that had both, the resource threshold would be extremely high, so high that not only ordinary enterprises could not reach it, but even giants might find it difficult to climb. To summarize: Marketing cognition must achieve two goals. One is saturated cognitive actions. Advertising is a cognitive action, and the threshold for reaching saturation is high; scene marketing is also a cognitive action, and it can reach the saturation threshold in a small area. The second is consistency of communication content. It can achieve cognitive density through consistency. Therefore, scene Slogans are still needed, but the cognitive logic of advertising Slogans is certainly not suitable. Slogans for Scene Demand Creation In traditional marketing, there is a distinction between brand communication and category communication. In a familiar category, creating a new brand requires brand cognition. But creating a new category requires both category cognition and brand cognition. Category cognition is much more difficult than brand cognition. The history of scene marketing is not short, but why is it only now being valued? It is because in the era of shrinking volume, there is a need for incremental sources. When hungry, eat; when thirsty, drink. When there is no increment, eat even when not hungry (e.g., snack foods), drink even when not thirsty. Only then is there an incremental source. The cognitive system for scene demand creation is quite difficult. But after success, the rewards are also considerable. If approached from the perspective of demand cultivation, new scene demand is too difficult. However, if you deeply intervene in the scene, the difficulty is much smaller. Scene marketing precisely emphasizes deep scene reach. In scene marketing, there are two key scenes: one is the source scene; the other is the lead scene. The primary requirement for the source scene is deep reach. In the reach, under the synchronization of people, goods, and scenes, cognition, transaction, and relationship are completed as a trinity. At this time, the core is not efficiency but effect. The primary requirement for the lead scene is high scene potential, followed by reach. This is the high efficiency based on the good effect of the source scene, that is, the efficiency of scene spillover. UGC, one of the three souls of scene marketing, plays the role of high-efficiency communication. Good UGC has higher communication efficiency than advertising Slogans. UGC is user-generated content. So, is an official Slogan still needed? Of course. Scene demand creation, a product bound to a specific scene, how can it not need a Slogan? However, in the internet context, Slogan is no longer the Slogan of the mass media context. Scene Slogan is the need for communication consistency. As for whether the Slogan is PGC or UGC, it depends on the communication environment. Where Do Scene Slogans Come From? Communication needs Slogans, but having a Slogan does not necessarily mean there is communication. Traditional Slogans come from professional PGC. The ultimate "product" of brand experts may be the Slogan. Spending a lot of money and repeatedly polishing a Slogan has huge costs. Now, when we talk about scene marketing, it must be based on current internet tools. So, where does the modern internet version of Slogan come from? First, there must be a PGC version of the Slogan. This is the first step of trial and error. Then, the second step is to find UGC suitable for internet communication, or at least find PUGC. Where does PUGC come from? Small pots, medium pots, and large pots are different. The UGC of small pots is still the internet version of word of mouth. The UGC of medium pots mostly comes from WeChat private domains. The UGC of large pots usually comes from Douyin. Back to the Theme of the Article Scene marketing also needs Slogans. This is the need for communication consistency. Only consistent communication can achieve the superposition of communication power. But all communication, including Slogan communication, needs to break through the threshold, that is, the critical point. Only by breaking through the critical point of communication can scene cognitive education be considered basically qualified. The traditional critical point relies on advertising investment. Scene marketing has critical points, and small pots, medium pots, and large pots are different. Unlike mass media communication, which only breaks through the critical point with national coverage, the small pots and medium pots of scene marketing give enterprises lacking resources the option to break through the critical point locally.