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01 · Jiangxiaobai: Four Small Scenes · Jiangxiaobai has been controversial in the baijiu industry in recent years. On one hand, the industry acknowledges its success, but many baijiu professionals question its product. In fact, Jiangxiaobai's product precisely follows scene logic. Jiangxiaobai discovered consumption scenes for the new generation: small gatherings, small drinks, small moments, and small moods. Jiangxiaobai calls these the "Four Small Scenes." What Jiangxiaobai offers is a scene solution for the new generation, not a mass-market baijiu. Since the target is the new generation, it should be evaluated by new generation standards, not by those baijiu drinkers who "stray into other scenes." Compare the two:

Traditional baijiu scene: old drinking buddies; baijiu is the social protagonist; the liquor body tends to be complex

Jiangxiaobai scene: post-90s; "Four Small" scenes; simple and pure liquor body; baijiu is a supporting role Some people more vividly compare the two scenes: binge drinking VS fun drinking.

02 · Baijiu: Diverse Scenes · Anyone just entering the workforce can be called the new generation. But the post-90s are particularly special as the new generation. Previous new generations were rebellious before entering the workforce. Once they entered, lacking voice, they were quickly assimilated. When the post-90s entered the workforce, a large number of internet startups emerged, and post-90s clustered in such companies, where traditional people were the minority. In companies where post-90s cluster, the consumption characteristics of the new generation were not assimilated. As a group, they show independent consumption. Therefore, China's consumption environment includes both upgrades of traditional consumers and the new generation with unique labels. Because the group was not assimilated, post-90s tend to reject traditional baijiu, and some even think they might become a generation that doesn't drink. In addition to launching products for new generation consumption scenes, Jiangxiaobai went further by introducing a "mixed drinking" method. Mixed drinking is more easily accepted by the new generation, especially because it's fun and shareable, such as on Douyin. Mixed drinking becomes a new scene. From this, we can evolve a scene change in baijiu consumption: Alcoholic beverages (RIO) → Mixed drinking → Jiangxiaobai (entry-level baijiu) → Regular baijiu → Sauce-aroma baijiu Because sauce-aroma baijiu has the most complex liquor body, mature consumers eventually move toward sauce-aroma. From the above scene changes in baijiu, Jiangxiaobai is actually cultivating a reserve army for Chinese baijiu.

03 · Jiangxiaobai: Product Logic · Each of Jiangxiaobai's products corresponds to a specific consumption scene. The 100ml baijiu suits the Four Small Scenes: one bottle per person, no urging to drink. The 750ml "Three or Five Friends" is suitable for three to five friends sharing one bottle. The 2000ml "Ten People Drink" is a customized "team building wine." Internet companies also love to drink during team building. After all, drinking opens hearts and releases emotions. "Ten People Drink" even further subdivides scenes into summoning, unity, victory, and celebration moments, corresponding to different team building scenes throughout the year.

04 · Xiaoguan Tea: Product Logic · Xiaoguan Tea's scene logic is: to make tea more acceptable to more people, even to the world, the experience must be simplified. Like Jiangxiaobai, the public's interpretation of Xiaoguan Tea's success focuses more on marketing, such as master tea, gift tea, and advertising. In fact, Xiaoguan Tea's initial idea originated from a new scene discovery. Chinese tea has always emphasized tea culture, a characteristic of the agricultural civilization era, like Chinese baijiu, French wine, and Chinese tea. History, geography, climate, and culture provide rich nourishment for these categories. However, problems also lie within. If tea culture is ritualized and complicated, consumption becomes distorted. The China Tea Business School has monitored that household tea penetration is declining. If we all talk about mountain peaks, each peak has a story. If tea rituals all lean toward Kung Fu tea, then tea consumption becomes a special consumption for a special group of "rich, idle, and preferential." Xiaoguan Tea's founder, Du Guoying, is a tea lover who likes to bring tea on business trips. But traditional tea forms are inconvenient to carry. Xiaoguan Tea created a new scene: a consumption scene that is convenient to carry and drink. Around this scene, its product logic differs from traditional cultural tea; it is convenient tea. In one sentence, Xiaoguan Tea's consumption scene is: conveniently drink good tea. Xiaoguan Tea is convenient tea, and master tea is good tea.

05 · Hubang Chili Sauce: New Scene · In China's chili sauce market, consumers only know Laoganma is number one, and don't know who is second. Laoganma has even gone abroad, attracting countless foreign fans. Besides Laoganma's good product, its occupation of the price band below 10 yuan is also important. Hubang Chili Sauce's products are priced one band higher than Laoganma. Although the product experience is good, it tried various channels, such as traditional and e-commerce, but failed. Later, Hubang Chili Sauce discovered a new scene: takeout pairing. Takeout platforms like Meituan and Ele.me have taken over the scene of traditional instant noodles, becoming a new scene for white-collar workers. However, long-term takeout also reveals taste issues. So Hubang entered the takeout scene, matching with takeout, and became the first brand in the takeout scene. Takeout with Laoganma was also a scene once. But there were two problems: first, Laoganma's product is a channel product with large packaging, not finished in one meal; second, Laoganma is a 10-yuan price band product, not matching mid-to-high-end takeout. Hubang Chili Sauce's products are transformed according to the takeout scene: first, in packaging, one pack per meal. This is similar to Xiaoguan Tea's packaging logic; second, the packaging is given emotion for easy sharing.

06 · Xiaomi Power Strip: Scene Logic · Power strips are common in homes and offices. We find that many careful mothers, especially those with children under five, use transparent tape to seal the sockets of power strips. Because children love to play, are curious, and sometimes insert fingers or metal objects into live sockets, causing electric shock accidents. In the socket design, Xiaomi's power strip carefully designs a protective door on the combined socket structure, forming a dual-hole linkage. Only when both poles are inserted simultaneously can the protective door open, effectively avoiding the danger of children getting electric shocks. So, when we find such a group of mothers on the internet, combined with this usage scene, and tell them your product's selling points, such a power strip will sell very well.

07 · Snack Foods: Scene Logic · In 2013, the output of most food industries reached historical peaks, and it will be extremely difficult to set new records in the future. The food industry faces the problem of quantity squeeze. The following consumption demands of the post-90s are very interesting. One of the post-90s' demands is personal efficiency. Using internet tools to improve efficiency is sometimes effective. After efficiency improves, there will be a lot of time redundancy. So, the post-90s' "new demands" are eight characters: save time, fill time. Because time is saved, time needs to be filled. The top consumption category for post-90s is leisure and entertainment. Leisure includes not only playing but also eating. After a full meal, you can still eat during leisure, such as Weilong spicy strips. As long as there are new scenes, there are new consumption opportunities. Shuanghui has always been considered a meat products industry, and it has become a world meat products giant. China's meat product consumption is not behind the world. Is there still room for growth? Of course. Snack foods are the latest incremental space Shuanghui discovered. Originally, ham sausages were snack foods, but they didn't realize it at the time. When they realized it, they found the space is still large. Snack foods focus not on eating but on leisure. A senior executive of Huaying Group, the "World Duck King," said: "Except for meat, everything else on a duck is valuable; the more bones, the more valuable." When overall meat product consumption slows down, "Juewei" duck chain stores have nearly 10,000 stores, making it the chain enterprise with the most stores in China. "Weilong," which exploded worldwide, is not for filling the stomach but for fun. Because snack foods focus on leisure, their product logic is fundamentally different from traditional foods.

08 · Hutaoli: One-Stop Nightlife · Hutaoli has been very popular in recent years, especially among young people, and even in business districts with low foot traffic. It's hard to define Hutaoli. Is it dining, coffee, or music performance? It's a new scene: one-stop nightlife. It offers over 15 hours of various experiences. At Hutaoli, you can enjoy a relaxed afternoon tea, rich coffee, delicious dinner, and the highly anticipated bar time after 21:00. The bar time is the essence of Hutaoli, featuring not only excellent singers' music performances but also international art masters' shows. Hutaoli: nightlife that starts at dinner. Isn't this a new scene?

09 · Starbucks: Third Living Space · Starbucks founder Schultz said: This is not a simple coffee shop, but a third space that provides a gathering place for people through coffee as a social adhesive. The home living space is the first space, the workplace is the second space, and urban public spaces like bars, cafes, libraries, and parks are the third space. In the 1990s, Starbucks was the first to introduce the third space concept into coffee shops. Culture, spirit, and environmental experience are the essence of Starbucks' third space. Starbucks' "not home, not work" third space is a small oasis in the busy and bustling city. What do you do at Starbucks? At the airport, it's a comfortable rest place. In the CBD, it's a place to receive business guests and chat. After work, it's a place for white-collar workers to "work" with their laptops. In scenic areas, it's a place for people to rest or even have breakfast. Starbucks can also be a place for solitude or daydreaming. Coffee is a prop; the third space is the soul.

10 · Convenience Stores: Urban Living Space · What are stores for? Of course, to sell goods. The scene logic of convenience stores is: a new living space. In Japan, convenience stores are tied to daily life, such as paying utility bills. In China's first-tier cities, the main traffic source for convenience stores is single white-collar workers, as part of their living space. For breakfast and dinner, some cities are used to eating out, like Wuhan people. Some cities are used to eating at home, like most northern cities. Some people are used to eating at home, like married people. Some eat out, like urban singles. Urbanization makes breakfast and dinner less convenient, and convenience stores meet this demand. The standard configuration of convenience stores should provide breakfast, dinner, and dining tables. Because breakfast and dinner are rigid, high-frequency consumption, they are the main traffic source and profit source for convenience stores.

11 · Unmanned Retailing: New Scene · The same vending machines have different scenes in China and Japan. Japan is the kingdom of vending machines, mainly located in remote places. Because foot traffic is low, manned retail is uneconomical. China's vending machines are mainly located in high-traffic places, such as airports, high-speed rail stations, and schools. Whether in China or Japan, vending machines are still sales scenes in public spaces. The unmanned retail wave in China in 2017 went beyond traditional public spaces, entering traditionally relatively closed spaces, such as offices. This is a new scene.

12 · Scene Segmentation and Customer Segmentation · Some scenes have always existed, but whether they are discovered commercially is another matter. Some scenes are entirely new, which didn't exist before but now do. Why were scenes not valued before but suddenly valued now? Scenes are market segments. When the needs of the mass are not met, the demand for segments is not strong. When traditional demand space is crowded and traditional segments are saturated, new segmentation logic will inevitably emerge. Traditional segmentation logic is customer segmentation. Its difference from scene segmentation is:

Customer segmentation: studies all needs of a specific group

Scene segmentation: studies specific needs of all groups Customer segmentation assumes: people have similar needs at different times and scenes

Scene segmentation assumes: different groups have similar needs in the same scene Regardless of segmentation, it's about finding similarities. As long as similarities form a large enough pattern, there is market value.

13 · Scene: New Business Opportunities · People's needs change with scenes. This is an important logic of scene research. The same drinking, in different scenes, can involve baijiu, beer, wine, rice wine, foreign liquor, or other spirits. Why does this phenomenon occur? Because various liquors form strong relationships with consumption scenes, with matching. The product logic of scenes can be interpreted from three aspects:

First, discover new business opportunities in traditional scenes. Xiaoguan Tea's scene already existed, and Xiaomi's power strip scene existed long ago, but no one found business opportunities from them or developed products from this angle. Second, discover new scenes that didn't exist before. The new generation consumption scene discovered by Jiangxiaobai didn't exist before. The convenience store scene also didn't exist in China before. New scenes are the inevitable product of the evolution of new lifestyles and new consumption patterns. New scenes inevitably bring new consumption, and new consumption provides business opportunities. Third, new internet scenes. The internet has created many scenes that didn't exist traditionally. Internet new scenes are more about scenes corresponding to traffic entrances and payments. As long as there are new scenes, there are new opportunities.

14 · Product Logic: Scene Matching · An important difference between scene research and customer research is: customer research treats consumers as abstract, while scene research treats consumers as concrete. People's consumption behavior in specific scenes must be concrete. Concrete needs are expressed more specifically and in detail. This requires: research and development based on scene logic should be more matched to specific scenes and more meticulous. For example, a recently launched baijiu called Lianglu is matched with spicy scenes. Whether it succeeds remains to be seen, but its logic of finding a matching scene is correct.

Source: Teacher Liu's Forum (ID: liuchunxiong1964) -END-