---
title: "Scenario Saturation Attack: From Boiling a Drop of Water to Boiling the Pacific Ocean"
description: "Marketing success is the success of saturation attacks, differing only in their methods. After reform and opening-up, the first round was advertising carpet bombing, followed by channel saturation distribution. Now, the third round is scenario saturation attack, which aims for bC closure within a single scenario, enabling low-cost saturation and rolling development from local to global scale."
author: "刘春雄"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2026-02-07"
categories: "Brand Marketing"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/3UhTSg5b8_-5YcQx9CfCsg"
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citation: "刘春雄. “Scenario Saturation Attack: From Boiling a Drop of Water to Boiling the Pacific Ocean.” New Distribution, 2026-02-07. https://xinjignxiao.com/en/articles/scenario-saturation-attack-from-boiling-a-drop-of-water-to-boiling-the-p-8017899d/"
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---

# Scenario Saturation Attack: From Boiling a Drop of Water to Boiling the Pacific Ocean

> Marketing success is the success of saturation attacks, differing only in their methods. After reform and opening-up, the first round was advertising carpet bombing, followed by channel saturation distribution. Now, the third round is scenario saturation attack, which aims for bC closure within a single scenario, enabling low-cost saturation and rolling development from local to global scale.

**Source**丨Teacher Liu's Scenario Marketing
**Marketing success is the success of saturation attacks.** The difference lies in the method of saturation attack.
After reform and opening-up, the first round of saturation attack was **advertising carpet bombing**. The "Bid King" phenomenon is an example.
In fact, in the industrial era, which mass consumer product didn't engage in advertising bombardment? Which top Chinese brand didn't dominate CCTV screens?
The second round of saturation attack was **channel saturation distribution**. Successful deep distribution is an example. Even multinational brands had to achieve saturated deep distribution in the channel. The very concept of deep distribution includes saturation.
Many criticize Chinese marketing for lacking system and always "breaking through at a single point." Single-point breakthrough makes sense.
To capture a city, you only need to open a breach; to hold it, you must defend every inch of the wall.
With the decline of mass media, advertising bombardment no longer works. Although there are still occasional internet-based saturation campaigns, there is no longer a medium like CCTV that can "boil water in one go." Apart from UGC fission, PGC-mode communication can at best "heat the water."
As we enter the era of shrinkage, with the failure of "supermarket adjustments" and deep distribution models, channel carpet bombing has also failed.
So, what is the new saturation attack model? Without it, the promotion of "Three News and One High" (new brands, new products, new markets, high-end products) would be impossible.
The third round of saturation attack, I believe, is **scenario saturation attack**.
**Saturation is the means, bC closure is the end**
Although all are saturation attacks, the operational logic of communication saturation, channel saturation, and scenario saturation differs. The starting points are respectively C-end (user end), b-end (terminal), and bC-end (scenario end). These differences lead to huge tactical variations.
Let's first sort out the marketing logic of saturation attacks: saturation, spillover, bC closure.
Communication saturation attacks, including past advertising and now Xiaohongshu, are saturation attacks initiated from the C-end.
But is a single ad effective? Is a single post on Xiaohongshu effective?
Usually not. That's why saturation is needed. C-end saturation aims to achieve two goals: first, more C-end awareness; second, C-end saturation spills over to b-end and B-end. So, saturation is just a means; spillover is the goal.
Then, what is the purpose of spillover? We can explain marketing in Chinese terms. In the past, China called marketing "buying and selling." Someone buys—C-end awareness; someone sells (b-end awareness). Thus, buying and selling are established. If someone buys but no one sells, or someone sells but no one buys, the transaction doesn't hold. This is the business loop—bC closure.
bC closure is also small-scenario consensus. With bC closure, business is established. Otherwise, it's wishful thinking.
So, the path of communication saturation attack is: C-end saturation → C-end spillover to b-end → b-end saturation → bC closure.
Now let's look at the path of channel saturation attack.
Channel saturation attack starts from the b-end (distribution rate) until saturation. When b-end is saturated, it spills over to C-end. Why does it spill over to C-end? Two reasons:
First, C-end sees "goods everywhere" and subconsciously thinks "the manufacturer is powerful"; second, b-end introduces to C-end. Because bC has a trust relationship, b-end awareness transfers to C-end.
Thus, the path of channel saturation attack is: b-end saturation → b-end spillover to C-end → C-end saturation → bC closure.
From the above two paths, whether the starting point is b-end or C-end, the goal is bC closure.
Let's revisit saturation attack. What is saturation?
Some say saturation means boiling water to "100 degrees," or "don't buy a half-ticket; buy to the destination."
Whether a saturation attack is "saturated" depends on the goal—spillover to bC closure.
This is the crucial methodological significance of saturation attacks.
**Saturation attack within bC closure**
Since the ultimate goal of communication and channel saturation attacks is bC closure, why not start with closure? Scenario saturation attack solves this problem.
There are three principles for selecting saturation attack points in scenario marketing: first, bC integration; second, high-potential scenarios; third, online-offline integration.
First is scenario selection. Prioritize consumption scenarios that integrate bC and allow brand intervention and interaction. Of course, finding such scenarios is difficult. Because of the difficulty, there is a moat.
Because it's a bC-integrated scenario, bC closure can be achieved in a single scenario, unlike communication and channel saturation attacks that require "money-sea tactics" and "manpower-sea tactics." Low-cost saturation attacks are possible.
Second, choose high-potential scenarios. The purpose is scenario spillover. The higher the potential, the better the spillover effect. In Mingren's scenario marketing operations, "do one store thoroughly, light up a street, leverage a city." This is the scenario spillover roadmap.
"Do one store thoroughly" means single-store saturation attack.
"Light up a street, leverage a city"—"light up" and "leverage" are spillover processes.
Third, online-offline integration. Offline awareness, whether b-end or C-end, through online-offline integration, spills over from offline to online, spreading to more scenarios.
Thus, the scenario logic of saturation attack forms the following path: bC closure → spillover to more scenarios → larger-scale bC closure.
Compare. The path of communication saturation attack is: b-end (or C-end) saturation → spillover to C-end (or b-end) → C-end (or b-end) saturation → bC closure.
The goal of saturation attacks is bC closure, but communication and channel saturation attacks are high-threshold saturation, while scenario saturation attack is low-threshold saturation.
**From "boiling a drop of water" to "boiling the Pacific Ocean"**
Unless there are unexpected or dimension-reducing weapons or tactics, the essence of tactics is "strong over weak" and "many over few." However, Mao Zedong invented the tactical system of "concentrating superior forces to fight annihilation battles," allowing even the weak to achieve "saturation attack" with concentrated superior forces in a short time, then develop rolling. This is Mao's logic of "rolling development from base areas."
Trout and Ries said in *Marketing Warfare* that there are only two tactics in marketing: the big-bang strategy and the rolling strategy.
Simply put, it's about winning big battles or winning small battles and accumulating small victories into big ones.
My understanding: the big-bang tactic is global saturation attack, like communication and channel saturation attacks.
The rolling tactic is local saturation attack, then rolling development—using the results of local big-bang tactics to launch larger-scale local big-bang tactics.
Scenario saturation attack can be deployed globally or locally, depending on enterprise resources. It suits industry giants and startups alike, starting saturation attacks from the smallest scenario unit.
The smallest unit of scenario saturation attack is attacking a single scenario. For example, Mingren's "do one store thoroughly." Marketing expert Miao Qingxian calls it "boiling a drop of water."
From "doing one store thoroughly" to "lighting up a street," then "lighting up a street" is "boiling a pot of water." This is the scenario saturation spillover process.
From "lighting up a street" to "leveraging a city," then "leveraging a city" is "boiling a pot of water." Again, it's the scenario saturation spillover process.
If we follow this logic to build a national market, it becomes "boiling the Pacific Ocean."
Therefore, scenario saturation attack is no longer saturation → spillover → re-saturation → bC closure.
It becomes single-scenario bC closure → larger-scale single-scenario bC closure → more scenarios' bC closure.
What's the difference? Communication and channel saturation attacks are "saturate first, then close the loop," while scenario saturation attack is "saturate within closure."
Or simply, one closes the loop after saturation, the other saturates within closure.
**Scenario saturation attack and modular organization**
Communication saturation attack is a "money-sea tactic," requiring only resource input, not much manpower.
Channel saturation attack is a "manpower-sea tactic," requiring massive personnel, and organization and management are huge issues. Companies that have done deep distribution well have passed management tests.
Scenario saturation attack is more special in organization. First, **the short-term demand for personnel is very large**; second, **personnel dispatch is extremely frequent**. In organizational management, it's particularly like "mobile warfare, quick battles, annihilation battles."
High-frequency personnel deployment ensures short-term saturation attack effects; otherwise, spreading personnel evenly is ineffective. Short-term personnel demand is higher than deep distribution because deep distribution only reaches the b-end, while scenario saturation requires bC integration.
At the same time, saturation attack achieving bC closure can only be a quick battle. After completion, rapid redeployment is necessary.
Modular organization is particularly suitable for scenario saturation attacks. The "three-three system" organization is modular: three people form a group, three groups form a squad, three squads form a platoon, three platoons form a company.
Small modules, according to building block combination principles, can be arranged into larger organizations without affecting the flexibility of the smallest organization.
**[Advancing to the C-end] The 11th China FMCG Conference**
**Time: March 16-18, 2026**
**Location: Chengdu, China**


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## Citation metadata

- Publisher: New Distribution
- Author: 刘春雄
- Published: 2026-02-07
- Canonical: https://xinjignxiao.com/en/articles/scenario-saturation-attack-from-boiling-a-drop-of-water-to-boiling-the-p-8017899d/
- Original source: https://mp.weixin.qq.com/s/3UhTSg5b8_-5YcQx9CfCsg

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