-01- Three-Dimensional Connection: Three Paths Three-dimensional connection ultimately aims to connect the three spaces: offline, community, and network. However, depending on the initiating entity, there are three main paths: Path 1: Initiated by offline stores. The path is: Store → Community → Network (live streaming, cloud store) This path suits most traditional enterprises. During the COVID-19 pandemic, most traditional enterprises followed this path. Its advantage lies in the strong offline organizational capabilities of traditional enterprises and their utilization of store-based community groups. Community groups belong to stores, backed by strong offline relationships, so brands don't need to build communities from scratch but can leverage them periodically. Path 2: Initiated by community, as in social e-commerce. The path is: Offline ← Community → Network This is the path currently taken by social e-commerce. The main scenario for community e-commerce is the community, but it also requires offline scenarios and experiences, as well as deepening relationships through offline activities. Path 3: Initiated by network, with two observed sub-paths. The paths are: Offline ← Community ← Network, or Offline ← Network For example, the public account "Cat is Coming" follows this path: they bring fans into communities and then introduce them offline, thus connecting all three spaces. Another sub-path is: Offline ← Network. For instance, users place orders on Tmall, and Alibaba cooperates with Tsingtao Brewery, with orders delivered by the Tsingtao store nearest to the user. The above three paths provide routes for traditional brands, e-commerce, and social e-commerce to enter three-dimensional connection. It can be said that three-dimensional connection is not only a trend for traditional brands but also a major trend for e-commerce and social e-commerce. -02- Three-Dimensional Connection, Three-Dimensional Marketing There are two misconceptions about three-dimensional connection: First, thinking that having traditional channels, e-commerce, and social e-commerce (private domain traffic) means achieving three-dimensional connection. In reality, this is just multi-channel, where channels are independent, with separate products and departments. There is three-dimensionality but no connection. True three-dimensional connection requires integration of products and organization: one team, the same products, connecting all three spaces. Second, the three marketing functions (cognition, transaction, relationship) are not fully utilizing the advantages of the three spaces, remaining closed operations in a single dimension. For example, social e-commerce (private domain traffic) only completes cognition, transaction, and relationship integration within the community space alone. In a single-dimensional space, the biggest problem is the rapid rise in traffic costs. E-commerce and social e-commerce are relatively closed business systems, and in closed systems, traffic costs rise quickly because there are too few options for marketing resource allocation. Specifically, platform e-commerce uses commercial domain traffic, where each visit is purchased anew (traffic fees); social e-commerce uses commercial domain traffic, which requires nurturing, spending money and time; traditional channels use public domain traffic, requiring spending on channels, terminals, and communication. Three-dimensional connection is for three-dimensional marketing. The same team, with the same products, operates in all three spaces. This requires the team to be an "Air Force and Marine Corps": as "Air Force," they must handle communication (cognition) and network (cloud store); as "Marine Corps," they must handle traditional channels, terminals, offline experiences, and customer relationships. Some may say the "Air Force and Marine Corps" requirement is too high for existing teams. I believe the post-90s generation can do it, the post-80s can master it, and leaders from the post-60s and post-70s should understand it. For those who don't understand, companies have elimination mechanisms. The logic of three-dimensional marketing is to leverage the respective advantages of cognition, transaction, and relationship in the three spaces, conduct marketing activities, and achieve instant conversion of these three functions across the spaces. Generally, the advantages of traditional channels are: deepening relationships > transactions > cognition (except for strong cognition); community advantages are: cognition amplification > deepening relationships > transactions; cloud store (network) advantages are: convenient transactions > building relationships > cognition. In fact, each space has full marketing functions (cognition, transaction, relationship), but each space has advantages in completing certain functions. For example, offline channels are good for deepening relationships (customer relations), networks facilitate transactions, and communities amplify cognition. This allows optimal distribution of the three functions across the three spaces. Fortunately, once the three spaces are connected, the three functions can be quickly converted: strong offline relationships can be converted into community cognition amplification (communication); cognition amplification can be converted into rapid network transactions. Deepening relationships lowers the threshold for cognition; this is relationship as cognition. Once cognition occurs, it can immediately convert into network transactions; this is cognition as transaction. Once a transaction occurs, it leaves a trace, allowing relationship building; this is transaction as relationship. Thus, cognition, transaction, and relationship achieve distribution and instant conversion across the three spaces. -03- Communication Detonation: Density is Key In agricultural society, the main way of cognition communication was word of mouth, which was inefficient. In industrial society, the main way was mass media, which was efficient but separated cognition from relationship and transaction. Cognition was in mass media, while relationship and transaction were in traditional channels. In internet society, cognition methods have diversified, including offline, mass media, community, and network. At the same time, communication logic has changed. A key word in internet communication logic is detonation (breakthrough). Detonation is a peak-like communication traffic. Whether in internet communication or transactions, it's a high-low model: peaks are higher, troughs are lower. When peaks reach a certain density, detonation occurs. In the new marketing system, I always emphasize: Internet communication either detonates or fizzles; it's either 0 or 1. This is completely different from mass communication's "loudspeaker shouting" to form reinforced memory. Once communication detonates, completing cross-coverage, memory is formed instantly. After that, only occasional repetition is needed to refresh memory. In business, communication is crucial because it forms cognition. The difference is that the efficient tool used to be mass media, but now it's self-media. The logic of self-media is: once you occupy the top, self-media will continuously push you to the top. So, quickly occupying the top of attention is important. In the early days of self-media, many were obsessed with "super IPs" and "super topics," becoming famous overnight. But this is rare and not something you can count on. A good business system must seek certainty, not chance. From a cognitive perspective, a brand is high-density, high-intensity cognition. In the past, only "loudspeakers" had density, and "shouting hard" had intensity. So, high investment in the best media, like CCTV, was necessary. Density is cognition; density is brand. The biggest advantage of three-dimensional connection is that it easily achieves high-density communication effects. The communication logic of three-dimensional connection can be expressed as: Communication Density = Communication Width × Content Fission Speed × Number of Communication Initiations In a three-dimensional connection system, it's truly possible that "all touchpoints are communication points." Communication points represent communication width, i.e., nodes in the business system that can organize communication. For example, in DeRUCCI's live streaming in early March, 4,000+ stores and 1.5 million+ KOCs served as communication width. From company salespeople to distributors, from distributors to stores, from stores to KOCs. For traditional brands, this is a controllable organizational system. This system has three levels of amplification, resulting in 1.5 million+ KOCs participating in initiating the live stream. Such communication width is only achievable in a three-dimensional connection system, and at low cost. In this controllable communication system, "company + distributor + store" is the main artery, and "KOC + community" is the capillaries. Main artery plus capillaries forms a wide-area coverage communication system. If the content has fissionability, then high-intensity, high-density communication can be achieved in the short term, leading to communication detonation. -04- Rolling Strategy and Sensational Strategy In any competitive field, one must pursue advantages. All advantages are relative within a set scope. Thus, there are local advantages and overall advantages. When there is a local advantage, the rolling strategy is common, which means forming advantages in various localities in turn. Concentrating superior forces to fight annihilation battles is a rolling strategy. If there is an overall advantage, the sensational strategy is suitable, which means creating a sensation in a larger scope. As long as one has the capability, although the threshold is higher, the per capita cost is relatively lower. Because once a sensational strategy succeeds, it attracts other media attention, creating secondary communication and becoming a phenomenon. Three-dimensional connection is a marketing tool, but competitive strategies like rolling and sensational can still apply. Small enterprises unable to create a sensation in the overall market can only adopt the rolling strategy. Leading enterprises can adopt either strategy or both. The rolling strategy in three-dimensional connection can be divided into single-store rolling and small-area rolling. Single-store rolling means doing one store at a time. Once one store succeeds, move to the next. The "Xiao Bai Zuan" brand in Changsha uses this strategy. A middle-platform staff member serves nearly 20 stores simultaneously, rotating through each store. Using the "store + community" path, which leverages strong store relationships, the middle platform uses content communication to achieve cognition and transactions. Single-store rolling is a targeted strategy, requiring strong user stickiness, high unit price, high purchase frequency, and high gross margin. On-site transactions are a necessary requirement. For small-area rolling, a county is the best unit. In some fields, like agricultural supplies, a village or township can be the small-area unit. For FMCG, a county is appropriate. Small-area rolling must achieve communication detonation (breakthrough) within the small area. Therefore, "multiple stores + multiple communities + KOL or KOC" is standard, and live streaming can be added if necessary. Small-area detonation requires cross-coverage and repeated coverage of communication. This is an overall regional coverage based on targeted communication. In small-area coverage, where transactions occur depends on the product. For high-frequency, low-margin products, offline store transactions are better. For high-margin products, cloud store transactions are better. Avoid community transactions as much as possible because they harm relationships. The sensational strategy cannot be normalized; only brands with strong channel organization and IP capabilities can play it. The sensational strategy can start online, like Changhong's online activity using Douyin traffic. Although it had a sensational effect, it didn't connect the three spaces, and sales were only reflected on the platform, unrelated to offline channels. DeRUCCI's live streaming during the pandemic is a classic case starting offline. Its path: traditional channels + 4,000+ stores + 1.5 million KOCs + live streaming. It achieved 128 million information touches and over 100 million in transactions, truly creating a sensation. The non-normal sensational strategy is suitable for new product launches and major promotional activities. Its effect is: one sensation, long-term benefits; online sensation, offline benefits. Source: Teacher Liu's New Marketing (ID: liuchunxiong1964) Tips will be paid 400-2000 yuan upon adoption.