Marketing methods in today's market are undergoing fundamental changes. With the rise of the digital economy, the FMCG industry is shifting from an era of "traditional media + limited shelves" to one of "streaming media + unlimited shelves", which has completely transferred choice sovereignty from being "product- or brand-centric" to being "user-centric". How to be "user-centric"? It requires not only good products that meet consumers' physiological and functional needs, but also making users feel brand value through "value perception". For example, JDB's brand positioning is the classic "Fear of getting heaty? Drink JDB." In its meticulous market cultivation, JDB has become more refined, precisely targeting the "fear of getting heaty" positioning, being user-centric, entering from more specific consumption scenarios, and reaching younger consumer groups. Expanding More Segmented Consumption Scenarios Since the May Day holiday, we have seen JDB herbal tea active again. JDB's creative interactive campaign themed "Beat the Summer Heat with JDB@U" has swept the market, with a series of consumer interaction activities involving food, fun, and entertainment, creating new ways to enjoy summer, and together with Gen Z youth, showcasing the brand value proposition of "Don't worry about anything, enjoy life to the fullest." As we all know, summer is the peak season for herbal tea consumption. At this critical juncture, JDB has established a people-centered growth logic in scenario extension. First, offline. JDB has launched crayfish events in dozens of cities across the country. Taking the Wuhan market as an example, JDB partnered with brand shrimp restaurants like Feifei to carry out dual-brand themed interactions, launching JDB + crayfish combo meals to achieve product integration; creating JDB co-branded stores, jointly initiating marketing campaigns based on different occasions, and launching creative topics with consumers in popular stores, pushing the campaign to a climax and igniting Wuhan. Second, combining online and offline interactions. Under the topic "The First Crayfish of 2022", through creative forms of online sharing and offline interaction, JDB and consumers jointly experienced the trendy and exciting moment of the spicy JDB + crayfish pairing. It can be seen that whether online or offline, JDB has tapped into young people's "social scenarios" and established a scenario model centered on "crayfish interaction", thereby generating a sales-driving model. Why can it drive sales? To be precise, a scenario is a "concretized" need. It is something that happens to someone at a certain time and place, just like this crayfish event vividly depicts these elements. Most importantly, this "concretization" can more easily discover users' potential needs, precisely reach the C-end, and further promote sales. For example, burgers with cola have become a common perception; as long as you go to McDonald's or KFC, burgers with cola are a must. This is a very successful case of scenario = "concretized" need. Crayfish with JDB is the same. Therefore, we can summarize two key points: 1 Scenario = Discovering Needs 2 Scenario = Awakening Needs When JDB creates a new consumption scenario, it is equivalent to creating a new consumption demand, releasing more consumer identities. From this perspective, scenarios create unlimited growth space. The cleverness of this growth lies in: JDB, as a more proactive brand, involves users, sharing the "fear of getting heaty" brand positioning with consumers, and the value proposition of "Don't worry about anything, enjoy life to the fullest" is also vividly released. Activating Younger Consumer Groups Strong correlation among products, scenarios, and people brings strong consumption experience awareness. Under such a sales-driving logic, rapid breakthroughs in core channels can be achieved. JDB, through laying out youthful social scenarios, online and offline synchronized interactions such as influencer store visits, live streaming, check-ins, chart battles, and short videos, and through hundred-city interactions plus online-offline interconnection, covers all scenarios of young people's lives with diverse and three-dimensional activities, bringing a brand-new consumption experience to JDB herbal tea. In a series of interactive activities, JDB's main user profile has also become clearer, namely the young and energetic Gen Z group. In fact, after 26 years, JDB's consumer base spans three generations: Gen X, Gen Y, and Gen Z. (Image source: FMCG Trend Indicator's "2022 Future Consumption Trends Insight Report") Why does JDB focus on Gen Z? According to Qingshan Capital statistics, "Gen Z" in China includes a total of 240 million people, accounting for 18.1% of China's population, of which 33.35% are adults, 23.4% are adults over 14 years old, with males accounting for 139 million and females 117 million. Over time, Gen Z will gradually leave campus and become the backbone of society and the main consumption force. Their lifestyles, thinking patterns, etc., will have a more profound impact on society as a whole, even becoming representatives of mainstream culture. So what label does Gen Z have? This is a generation that grew up in a new era of national prosperity and accessible everything. They tend to engage in "persona-driven consumption" and "social consumption", placing more emphasis on the spiritual experience behind consumption. They highly align with JDB's brand value proposition: "Don't worry about anything, enjoy life to the fullest." Obviously, entering the new generation's cultural circle and resonating deeply with young people is a long-term strategy for JDB's brand rejuvenation. As the band Hedgehog sings: "A generation will eventually grow old, but there are always people who are young." There has never been a new group; there are only young people. As long as we grasp the common needs of young groups, brand value will be passed down from generation to generation. Final Thoughts: If big brands want to avoid losing speed in evolution, they cannot just be a big brand; they must also strive to be a more proactive brand and a more refined brand. In simple terms, it is like inviting a group of guests to your territory to participate in a carnival party where "sharing joy makes it more joyful." This summer, JDB proactively created new scenarios and engaged in a creative interactive campaign with the young Gen Z group themed "Beat the Summer Heat with JDB@U", forming a "collective attention, instant breakthrough" effect in the short term, to a certain extent generating content fission, precisely matching brand content with the audience. Through 26 years of persistence and protection, JDB has equated itself with herbal tea. In the longer future, JDB will continue to uphold this commitment. We call such ongoing events that may become classics "the future in the making." What JDB is doing may be this foreseeable future trend. Are you "watching" me?