-01- Three-Dimensional Space, Three-Dimensional Connection, Dual-Line Deep Distribution, Traffic Interconnection Scan the image above to open the link and grab the limited edition set The environment has changed, so everything must change. The faster the environment changes, the faster marketing changes. After 2010, with the rapid development of the internet, traditional marketing could only reach the B-end, while the internet could reach the C-end, making traditional marketing outdated. After 2016, e-commerce platform traffic dried up, and traffic costs rose sharply, shifting the marketing perspective back to offline. After all, offline social retail accounts for about three-quarters of the total. E-commerce platforms, eager to connect online and offline, proposed New Retail, aiming to reach the B-end from the C-end. A group of transformed traditional marketers proposed New Marketing, aiming to reach the C-end from the B-end. New Marketing proposed a basic analytical framework in 2017, continuously practiced it, and in 2019 proposed an operational system—Three-Dimensional Connection. The core of Three-Dimensional Connection is: opening up the three-dimensional space, integrating BC, and achieving traffic interconnection. -02- New Concepts The operational system of Three-Dimensional Connection in New Marketing has formed a series of new concepts distinct from traditional marketing, e-commerce, and social e-commerce. 1. Three-Dimensional Space. Offline, community, and network—three commercial spaces. 2. Trinity. The three main links of commerce—cognition, transaction, and relationship—are integrated. That is, cognition is transaction, transaction deepens relationships, and relationship endorsement lowers the threshold of cognition. 3. Three-Dimensional Connection. Opening up the three commercial spaces: offline, community, and network. 4. Traffic Interconnection. C-end users from offline, community, and network can freely switch among the three spaces. 5. Dual-Line Deep Distribution. Offline deep distribution is traditional deep distribution; online deep distribution is the B-end reaching a massive number of C-end users through the amplification of KOCs (Key Opinion Consumers). 6. BC Integration. Traditional deep distribution reaches the B-end, e-commerce platforms reach the C-end, and Three-Dimensional Connection opens up the B-end, KOC, and C-end, achieving BC integration. Some now propose CB integration, which is a New Retail concept, entering offline (B-end) from the network space (C-end). 7. Scenario Experience. Scenario experience is the starting move of New Marketing and the core link to connect the B-end and KOC. The goal is to form strong relationships and strong cognition, enabling the transfer of KOC relationships. 8. KOC Density. KOC, or Key Opinion Consumer, is the intermediate link connecting the B-end and C-end, essential for opening up the three-dimensional space and enhancing connections. KOC originally has strong relationships, but once KOC density forms, it possesses media attributes and provides the communication foundation for building a brand or IP. 9. New Store Commerce. Also known as online-offline dual stores. Dual stores refer to offline physical stores and online cloud stores. Cloud stores differ from micro-malls in that micro-malls are centralized, while cloud stores are distributed online stores led by brand owners or chain stores. 10. Channel Live Streaming. Unlike influencer live streaming and store live streaming, it is a live streaming system that reaches the C-end through the channel B-end, following the KOC path. 11. Communication Density. Communication is cognition. Without density, communication evaporates like drizzle. To form mass cognition, sufficient communication density is needed. High-density communication forms cross-coverage of target audiences. Repeated advertising is communication density, and rapid IP content fission is also communication density. 12. Relationship Transfer. Transfer means to give, yield, or deliver. It is often used in rights transfer, value transfer, interest transfer, etc. This book emphasizes KOC relationship transfer. KOC has strong C-end relationships. Through scenario experience, the B-end forms strong relationships and strong cognition with KOC, enough for KOC to voluntarily use their strong relationships for the B-end, which is relationship transfer. -03- Three-Dimensional Space Traditional marketing has two spaces: one is the mass communication chain, with the main battlefield being mass media like TV and newspapers; the other is the channel transaction chain. In China, marketing has formed two major driving forces: one is brand-driven, relying on mass media; the other is channel-driven, following the channels. The emergence of the internet not only created another commercial space—platform e-commerce—but also the prosperity of social media created a new commercial space—social e-commerce. Thus, China now has three commercial spaces—traditional channels, social e-commerce, and platform e-commerce—relying on offline, community, and network respectively, which are the three-dimensional space of commerce. The network, more importantly, achieves the integration of cognition, transaction, and relationship, all realized on the network platform. The emergence of the internet has brought the biggest changes to commerce in two aspects: First, the commercial space has extended from the traditional single space (traditional channels, offline) to two other spaces: community space and network space (online). Commerce now has three dimensions: on-site, community, and network. -04- Trinity Summarizing commerce into three major links—cognition, transaction, and relationship—is the minimalist commercial structure proposed by Teacher Shi Wei. Brands, IPs, and word-of-mouth all belong to cognition. Advertising, content, and experience are forms of cognitive content expression. Whether it is channel transactions or online orders, they are different forms of transaction. Relationship refers to the relationships among the parties involved in cognition and transaction. Relationships facilitate the development of cognition and transaction. In traditional marketing, cognition and transaction are separated: the mainstream cognitive model (mass communication chain) is separated from transaction (transaction logistics chain). However, transaction and delivery are integrated. The commercial characteristics of the internet era are twofold: First, cognition is transaction, transaction is relationship, and relationships shape new cognition. That is, cognition, transaction, and relationship are a trinity. Not only do they appear as a trinity in single spaces like platform e-commerce and social e-commerce, but in the three-dimensional space, cognition, transaction, and relationship can instantly switch spaces, which can be seen as a trinity; Second, transaction and delivery are separated. For example, O2O is online transaction and offline delivery. -05- Three-Dimensional Connection Since the emergence of platform e-commerce, although three commercial spaces have appeared, they are mutually closed and independent. Many traditional enterprises have started doing platform e-commerce, social e-commerce, and even have independent apps, but within the enterprise, they are separated, with independent teams and products. The three commercial spaces are closed to each other, protecting the interests of platform operators, but traffic costs have risen rapidly, and online costs have exceeded offline costs. Now, the basic pattern of the three spaces has formed. Although the online share will increase in the future, the basic pattern will not change significantly. According to 2019 data, offline: platform e-commerce: social e-commerce = 74:22:4. (Note: E-commerce transaction statistics generally include social e-commerce, but social e-commerce statistics are difficult.) The growth of e-commerce share has slowed, and traffic costs have risen. At the same time, offline enterprises hope to change their passive situation. Therefore, we proposed the idea of opening up the three-dimensional space and put it into practice with good results. How to describe the commercial state of opening up the three-dimensional space? After discussion, Teacher Shi Wei proposed "Three-Dimensional Connection" as appropriate, that is, opening up offline, community, and network to form an integrated commercial system. Zhang Liaoyuan, founder of Three Squirrels, in a speech in October 2020, called the integration of online and offline a "new moat." He believed that "the future business model of Three Squirrels is to form an internal cycle of online-offline integration, plus an external cycle of R&D, raw materials, production, and logistics in the overall supply chain." "The internal cycle is mainly the integration of online and offline. Online marketing activities build consumer awareness of the brand and products, and generate transaction volume on Taobao, but it is difficult to profit. Pure offline enterprises find it difficult to reach consumers. Currently, pure offline or pure online enterprises are difficult to operate, and it is hard to balance interests between offline and online. Therefore, the future can only be online-offline integration, improving sales performance both online and offline, and forming integrated decision-making. In addition, we should combine the WeChat platform to establish private domain social groups for the brand, forming an internal cycle model of online, offline, and private domain." The internal cycle Zhang Liaoyuan mentioned is the traffic interconnection in the Three-Dimensional Connection process. Scan the QR code above to grab the limited-time group purchase -06- Three Keywords How to achieve the Three-Dimensional Connection and Trinity of the three-dimensional space? In practice, we have explored a model with three core keywords: Scenario Experience, KOC Density, and Online-Offline "Dual Stores." These three keywords are actually three sets of operational actions. 1. Scenario Experience. The importance of experience in Three-Dimensional Connection can be summarized in one sentence: Experience is the starting move of Three-Dimensional Connection. The starting move is the first signature action of appearance. There are two modes of cognition formation: one is the brand mode and IP mode, collectively called the "high-density communication mode," which uses massive communication to influence user cognition. This mode is suitable for the C-end; the other is the experience and word-of-mouth mode, called the "high cognitive intensity mode," which uses targeted experience, one-time cognition, and long-term coverage. This mode is suitable for the B-end, KOL, and KOC. In the Three-Dimensional Connection environment, the B-end and KOC are key to traffic interconnection, requiring cognition to reach the level of "relationship transfer," far exceeding the cognitive intensity of the C-end. High-density modes like brands and IPs are mainly suitable for ordinary C-end users. Because the number of B-end and KOC is not large, and they are targeted relationships, scenario experience is suitable for B-end and KOC cognitive modes. Scenario experience differs from product tasting in that tasting often isolates the product, making the taster rational. Scenario experience focuses on the scenario, and then on the experience. Scenario means returning the product to its consumption lifestyle, integrating it into life. For example, Coca-Cola is one thing when tasted, but another in a McDonald's scenario. Scenarios have time, space, character relationships, plot, and emotion. Having KOC do scenario experience helps KOC become emotional. This is an important means to form high-intensity cognition and willingness to spread. 2. KOC Density. How to connect the B-end and C-end? If it is just the online presence of C-end users of the B-end, then online and offline are a "zero-sum game." We hope for an amplification effect from the B-end to the C-end. The value of KOC is the intermediate amplifier of BC integration. The reason KOC has attracted attention is that strong user relationships form around KOC. This is the nature of KOC. However, "strong relationships" are personal assets of KOC and will not be commercially exploited by others without reason. So how can KOC's "relationship assets" be utilized? It must be that the use of relationships itself helps to increase the value of relationships. At that point, KOC will transfer relationships. We believe that scenario experience of excellent products is an effective method for KOC relationship transfer. As mentioned earlier, KOL has media attributes, and KOC has channel attributes. However, when KOC reaches a certain density, cross-coverage of KOC relationships forms. With cross-coverage in the communication process, KOC's channel attributes evolve into media attributes. That is, KOC originally communicates directionally along relationship paths, but when KOC reaches a certain density, high-density coverage forms. In channel live streaming, we proposed a model: Hundreds of stores linked, thousands of groups resonating, ten thousand people live streaming. In fact, this is the transformation of KOC from channel attributes to media attributes. When channel attributes become media attributes, undifferentiated coverage of cognition forms, and private domain traffic converges into public domain traffic. 3. Online-Offline "Dual Stores." Whether brand owners or distributors engage in Three-Dimensional Connection, they must ultimately achieve "dual store" transactions at the terminal stores. Traditional stores only have offline stores. Under the Three-Dimensional Connection ecosystem, traditional stores must become dual-store transactions, that is, one offline store and one mini-program cloud store. Or there may be no offline store, only a cloud store. Such terminals are called "New Store Commerce." Dual stores must have "dual customer relationships" and "dual shelves," forming "dual traffic." Dual customer relationships: one type is the customer relationship based on the store's trade area. This is traditional customer relationship; the other type is amplified through KOC, with no trade area radius limit. Dual shelves: one is the store shelf. Because store space is limited, the number of SKUs on the shelf is limited. Store SKUs are mainly high-frequency products; the other is online SKUs. Online SKUs can be the same as offline, but more often they are different. Online shelf space is unlimited, and SKUs are not restricted. Alibaba e-commerce has nearly 100 million SKUs. Therefore, online SKUs can be low-frequency, high-value products. Increasing the number of SKUs inevitably increases capital occupation. Online products can also adopt various delivery forms such as offline delivery, front warehouse delivery, and central warehouse delivery. -07- Three-Stage Interconnection The three-dimensional space of offline, community, and network is not opened up at once, but in three stages. What are the corresponding subjects of the three-dimensional space of offline, community, and network? They are the B-end, KOC, and C-end respectively. Opening up the three-dimensional space is actually opening up the B-end, KOC, and C-end, that is, B→KOC→C. The three-dimensional space is abstract, but the subjects are concrete. This makes it easier to understand opening up the three-dimensional space. This explanation may be easier to understand. First stage: Open up the B-end and KOC. The tool for opening up the B-end and KOC is scenario experience. If you go directly from the B-end to the C-end, although it can be opened up, there is no amplification effect. Many people now turn private domain traffic into a replica of WeChat business, trying to enter the C-end directly from the B-end. KOC has strong relationships. How can KOC's community be used by the B-end, that is, relationship transfer? Using the scenario system to form strong cognition is currently the most effective method. Second stage: Open up KOC and C-end. The discovery of KOC value is key to Three-Dimensional Connection. KOC is not a mini version of KOL. KOL has media attributes, KOC has channel attributes. KOL has influence, KOC has strong relationships. As long as scenario experience forms strong cognition in KOC, the process from KOC to C-end is natural. Just use the KOC community normally. Of course, a single KOC's connection capability is limited, but when KOC reaches a certain density, such as 100 KOCs in a county, high-density coverage of the C-end forms. Therefore, a single KOC is a channel, but KOC density has media attributes. Building a brand or IP relies on communication density. Third stage: Open up the "dual stores." Dual stores refer to offline physical stores and online cloud stores. Dual stores connect the B-end and C-end. Three-stage opening: first, through scenario experience, form strong relationships and strong cognition between the B-end and KOC; then, through the amplification of KOC communities and cross-coverage of high-density KOC, push the cloud store, and finally connect the B-end and C-end. The above process is not only a connection process, but also a cognitive transmission process, and a user amplification process. Therefore, Three-Dimensional Connection is not simply the transfer of online and offline users, nor simply the addition of private domain traffic, but a process of enhanced connection and relationship strengthening. -08- Traffic Interconnection In the three-dimensional space, offline experience can form strong relationships and strong cognition; community space can transfer relationships, enhance connections, and have high-frequency interaction; network space has the advantages of convenient push and easy ordering. Three-Dimensional Connection is not a simple technical connection, but aims to achieve traffic interconnection. Traffic interconnection has three meanings: First, cognition, transaction, and relationship can be distributed in any of the three spaces as needed. Three-Dimensional Connection means that one business entity can move freely among traditional channels, communities, and network spaces. Cognition, transaction, and relationship seamlessly connect and switch in the three-dimensional space. For example, establish relationships offline, complete cognition in the community, and form transactions online. Seamless switching among the three spaces can fully leverage the advantages of each space dimension, achieving low traffic costs, convenient transactions, and stable relationships. Second, traffic can be guided to switch among the three space dimensions, that is, traffic interconnection. Zhang Liaoyuan called the three-dimensional space an "internal cycle," meaning that brand owners can autonomously guide traffic, unlike platform-controlled traffic. -09- Dual-Line Deep Distribution In FMCG marketing, deep distribution is the basic skill. Distribution to the terminal (B-end) means the terminal is the end of the channel. The pawn crosses the river to the end, and continuing forward has technical obstacles. Therefore, traditional marketing has always been B-end thinking. E-commerce removes intermediaries and directly reaches the C-end (user end), B2C or C2C. Internet companies have always been C-end thinking. During the rapid development of e-commerce, C-end thinking had advantages over B-end thinking. However, when the basic pattern of the three spaces is set, it is found that the largest share of commerce is still at the B-end. Therefore, the B-end wants to enter the C-end to reach users; the C-end wants to enter the B-end to occupy a larger share. Both encounter great obstacles, both thinking obstacles and technical path obstacles. For example, those who understand the C-end want to enter the B-end, but the FMCG industry must understand deep distribution. The C-end of platforms relies on technical paths, while the B-end relies on human chain paths. The two are very different, making integration difficult. Three-Dimensional Connection is by no means as simple as just opening up the three-dimensional space. The specific operational process we call "Dual-Line Deep Distribution," which includes offline deep distribution to the terminal (B-end), online deep distribution (C-end), and mutual conversion between online and offline. Offline deep distribution has long been realized. How to achieve online deep distribution? The B-end connects to a massive number of C-end users, which is technically easy, but the commercial value is not great (except for super IPs). Even on e-commerce platforms, user brand stickiness is extremely poor, relying on the stickiness of the platform ecosystem. Three-Dimensional Connection is from the brand owner's perspective, and it is difficult for brand owners to form an ecosystem. Therefore, only strong cognition and strong relationships can form stickiness. The method to solve stickiness is also the path of online deep distribution, that is, doing online deep distribution along the KOC path, and then achieving transactions through online cloud stores. So, the online cloud store is only a transaction platform; the online deep distribution along the KOC path is the traffic path. -10- Do Thoroughly and Blow Up "Do one store thoroughly offline, blow up one county online." These are two very effective operational points of Three-Dimensional Connection. They are abbreviated as "Do Thoroughly" and "Blow Up." "Do Thoroughly" around offline stores actually means doing three things well: First, store scenarization. The store is no longer just a place for selling, but also the starting point for entering the community and network spaces; Second, discover KOC. KOC is both a user and an amplifier into the C-end, or can be called a consumer merchant; Third, KOC scenario experience. KOC originally has strong C-end relationships. "Do Thoroughly" requires transferring KOC's strong relationships to the store. Therefore, scenario experience should form strong cognition and strong relationships in KOC. "Blow Up" around KOC also requires doing three things well: First, have KOC density. A single KOC is a channel, a group of KOCs is media; Second, through experience and content, let KOC spread spontaneously. Note that it must be spontaneous spread, not the current popular pulling groups, sending red envelopes, 1-yuan flash sales, etc.; Third, form cross-coverage of the C-end in the region, achieving high-density cognition of the C-end. Do Thoroughly forms high-intensity cognition in KOC, monetizing strong relationships; Blow Up forms high-density cognition in the C-end, monetizing weak relationships. -11- Rolling and Sensation When implementing Three-Dimensional Connection, there are three major strategies: Single-Store Rolling, Regional Rolling, and National Sensation. The rolling strategy is to succeed in one store or region, then roll out to other stores or regions. Its characteristic is short-term high-density saturation attack in a single store or small area, that is, Do Thoroughly and Blow Up. It is particularly suitable for small and medium enterprises to quickly start a single store or regional market, such as city and county markets. Compared with traditional offline rolling strategies, the Do Thoroughly and Blow Up cycle of Three-Dimensional Connection is shorter, and the rolling speed is faster. The national sensation strategy is suitable for super IPs to blow up in the early internet era, such as Jiang Xiaobai and Genki Forest. The rise of live streaming, in addition to bringing up a number of top live streamers, has also enabled some enterprises with deep traditional channels to mobilize all channels. For example, Gree's Dong Mingzhu carried out "channel live streaming" on 618 in 2020, which was a sensational strategy that opened up traditional channels (B-end) and entered the C-end. -12- Finally Three-Dimensional Space → Three-Dimensional Connection → Dual-Line Deep Distribution → Traffic Interconnection. This is the basic logical system of this book. The three keywords are the core actions of Three-Dimensional Connection. Marketing digitalization is the marketing upgrade based on Three-Dimensional Connection. With online stores, users can be online, and only then can digitalization occur. This book contains many new concepts, as well as business logic, business models, and operating methods that are not familiar to the public. Initial reading may have obstacles, and each chapter provides a guide. The guide is a logical guide to the content and a summary of the chapter's content. 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