---
title: "Scene Experience, Same-City Communication, UGC Ignition: Marketing Has Never Been So Simple and Efficient!"
description: "Ankang exploded! \"Ankang exploded! It took only one month.\" On July 16, Teacher Fang Gang reported to me and Tian Dongjian, sales director of Mingren Soda Water, in a group chat. Teacher Fang Gang, an expert in scene marketing, guided Mingren's \"Fire Dragon\" scene, which refers to hotpot, barbecue, crayfish, and skewers. The strategy, combining local life, same-city communication, and UGC ignition, successfully promoted Mingren Lemon Soda Water in Ankang within a month."
author: "刘春雄"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2025-07-25"
categories: "Brand Marketing"
language: "en"
canonical: "https://xinjignxiao.com/en/articles/scene-experience-same-city-communication-ugc-ignition-marketing-has-neve-9ed50668/"
markdown: "https://xinjignxiao.com/en/articles/scene-experience-same-city-communication-ugc-ignition-marketing-has-neve-9ed50668.md"
original_source: "https://mp.weixin.qq.com/s/C10lDyipeOHx2feJh0Kv-A"
translation: "https://xinjignxiao.com/zh/articles/%E5%9C%BA%E6%99%AF%E4%BD%93%E9%AA%8C-%E5%90%8C%E5%9F%8E%E4%BC%A0%E6%92%AD-ugc%E5%BC%95%E7%88%86-%E8%90%A5%E9%94%80%E4%BB%8E%E6%9C%AA%E5%A6%82%E6%AD%A4%E7%AE%80%E5%8D%95%E9%AB%98%E6%95%88-9ed50668.md"
attribution: "New Distribution — https://xinjignxiao.com/en/articles/scene-experience-same-city-communication-ugc-ignition-marketing-has-neve-9ed50668/"
citation: "刘春雄. “Scene Experience, Same-City Communication, UGC Ignition: Marketing Has Never Been So Simple and Efficient!.” New Distribution, 2025-07-25. https://xinjignxiao.com/en/articles/scene-experience-same-city-communication-ugc-ignition-marketing-has-neve-9ed50668/"
usage_policy: "https://xinjignxiao.com/ai-policy.txt"
---

# Scene Experience, Same-City Communication, UGC Ignition: Marketing Has Never Been So Simple and Efficient!

> Ankang exploded! "Ankang exploded! It took only one month." On July 16, Teacher Fang Gang reported to me and Tian Dongjian, sales director of Mingren Soda Water, in a group chat. Teacher Fang Gang, an expert in scene marketing, guided Mingren's "Fire Dragon" scene, which refers to hotpot, barbecue, crayfish, and skewers. The strategy, combining local life, same-city communication, and UGC ignition, successfully promoted Mingren Lemon Soda Water in Ankang within a month.

Ankang exploded!
"Ankang exploded! It took only one month."
On July 16, Teacher Fang Gang reported to me and Mingren's Director Tian in the group chat. Director Tian Dongjian is the sales director of Mingren Soda Water; Teacher Fang Gang is the scene marketing expert guiding Mingren.
Teacher Fang Gang's "Ankang exploded" refers to the fact that in just one month, the Ankang market for Mingren Soda Water successfully ignited the "Fire Dragon" scene for soda water.
The Fire Dragon scene, a term popular in the beer industry, refers to consumption scenarios such as hotpot, barbecue, crayfish, and skewers. Mingren Soda Water leveraged the Fire Dragon scene to successfully promote Mingren Lemon Soda Water.
A month ago, Mr. Zeng, the Ankang distributor for Mingren, was still attending the Fire Dragon observation meeting in Zhumadian, Henan. At that time, Mr. Zeng was worried because the early inventory was too large, and he feared that near-expiry products would "overstock."
At the observation meeting, Mr. Zeng exchanged ideas with Teacher Fang Gang. Teacher Fang Gang opened Douyin data, analyzed the Fire Dragon stores in Ankang, and guided Mr. Zeng on which stores to start with. Mr. Zeng was puzzled: Teacher Fang Gang had never been to Ankang, so how could he know the Fire Dragon stores there so well?
Teacher Fang Gang, formerly a well-known deep distribution expert, has recently become famous for coaching Jinxing Craft Beer. The UGC communication ignition method of Jinxing Craft Beer was applied by Fang Gang to Mingren's Fire Dragon project.
All offline data is reflected online; the online is a mirror of the offline. Through online data, you can see the operating conditions of offline stores, regardless of whether the stores do e-commerce.
Use online data to guide offline strategies, use offline scene experiences as material for online communication, and let users participate in UGC communication.
We summarize this approach as: local life, same-city communication, UGC ignition. This is a method to quickly ignite regional markets based on scene experience.
What is UGC ignition? UGC stands for User-generated Content, where users voluntarily spread the word for the company, which is free advertising. As long as UGC has scenes and memes, it is easy to trigger more user imitation and ignite in a very short time.
Either a dud or an ignition. Any traffic placement model is hard to ignite quickly, but the UGC model can. Several major products of Jinxing Craft Beer were quickly ignited through the UGC model.
After returning to Ankang, Mr. Zeng followed Teacher Fang Gang's guidance and, with the help of the regional scene department, the market exploded in just one month.
The Ankang case is not an isolated one. In one month, they ignited prefecture-level and county-level markets. This is the recent achievement of Mingren Soda Water's Fire Dragon project. Not just one market, but multiple markets in succession.
Initial explosion in Zhumadian
On April 6-7, I, Teacher Fang Gang, and Mingren's Director Tian, accompanied by Mr. Li of the Central China region, surveyed the markets in Zhoukou and Zhumadian. We saw a Mingren Lemon Soda Water on the shelf, but sales were average, so we didn't pay much attention.
During the exchange, we found that lemon soda water is particularly suitable for the Fire Dragon scene. First, Fire Dragon is basically heavy spicy, and lemon has the effect of relieving spiciness; second, Fire Dragon consumption easily leads to high purine intake, and soda water is alkaline, which has some targeting effect.
So, a slogan came out: "Eat fragrant and drink spicy, lemon soda."
On the evening of the 7th, Director Tian and Mr. Li assigned tasks, and on the 8th, they launched in Zhumadian.
For soda water, Fire Dragon is a completely new scene. No one had done this before, and consumer education is a long process. Fortunately, Teacher Fang Gang and I have experience in scene marketing for manufacturers. We sorted it out.
First, the Fire Dragon scene has inherent communication genes. In dining, the Fire Dragon scene carries emotion, making it very suitable for Douyin UGC communication. Now, to ignite the market, Douyin communication must be the main battlefield.
Second, lemon itself is an IP, especially suitable for women, and women are the main force of internet communication.
Third, the Fire Dragon scene is both an origin scene (guiding consumption), a momentum scene (with communication momentum), and a mainline scene (large sales volume). It combines three types of scenes in one, which is rare.
Fourth, the integration of offline experience and online communication. Because the Fire Dragon scene has inherent communication genes, how to start offline experience and how offline experience can start UGC communication became our new topic. This is Teacher Fang Gang's strength; Jinxing Craft Beer was ignited without any traffic investment.
Finally, we positioned the Fire Dragon scene marketing as: local life, same-city communication, UGC ignition.
So, Mingren quickly organized a flying team, and after just a few days of preparation, offline experience and online communication started simultaneously.
> On the first day, they ignited the Fire Dragon street in Zhumadian offline.
>
> Although it was the first time entering the Fire Dragon scene and no prior promotion had been done, unexpectedly, the scene matched highly, store owners cooperated fully, and each table had one bottle of original soda water (for men) and one bottle of lemon soda water (for women). Consumers felt no discomfort.
>
> In the first week, the main Fire Dragon scenes in Zhumadian were basically ignited. The owners of Fire Dragon scenes all knew about it.
>
> In half a month, online communication ignited. The communication volume exceeded twice the population of Zhumadian.
>
> In the first month, the scene overflowed to other consumption scenarios beyond Fire Dragon, such as other types of restaurants and circulation stores. All soda water product sales surged, and lemon soda was fully distributed.
>
> On the 40th day, the first on-site observation meeting was held, and participants took action immediately after returning. Mr. Zeng from Ankang was a participant in the first observation meeting and one of the first beneficiaries.
>
> On the 50th day, the second observation meeting for Central China regional distributors was held.
Now, the company requires each region to have a model market suitable for observation. Observation meetings are the most persuasive.
The secret lies in the scene department and the flying team
Marketing has never been so simple and efficient. This sentence has been echoing in my mind recently.
I had this feeling when I promoted deep distribution more than 20 years ago, but not since.
My reflection is: this may be the dividend of marketing model innovation!
Some may ask: How much did the online-offline integration cost? In many people's eyes, online communication must involve traffic investment.
This is what many people find puzzling when communicating with Teacher Fang Gang about the Jinxing Craft Beer case.
Traditional deep distribution, even in its early days, was not as fast as this. Internet communication requires a lot of money.
I can tell everyone that Mingren's Fire Dragon project spent only a small amount of money. The secret to the success of the Fire Dragon scene lies in the scene department and the flying team.
Mingren's sales department has these two departments. Many people find these departments particularly novel.
The scene department is responsible for discovering new consumption scenes and also for UGC communication. Whether it is Mingren's "before and after drinking" scene or the Fire Dragon scene, they are both completely new scenes for soda water.
Whether it is the integration of online and offline communication or the UGC model, it is the function of the scene department. The scene department has communication officers who monitor UGC communication at all times. Now, Mingren headquarters has communication officers, regions have communication officers, and in the future, communication officers will be assigned at the city manager level.
For UGC communication, communication officers are professional.
Another team of Mingren is the flying team. For a short-term explosion in a city, the original staff is definitely insufficient, and technical means are definitely lacking. So, a flying team arrives, quickly forms a strong team, enters the state, completes offline scene experience, and ignites online communication.
In this process, the traditional channel department is also transforming. Previously, they only did 2B distribution; now they must do 2C user operations.
Regarding ignition, let me emphasize one more point. Ignition has a critical point, just like 100°C is the critical point for boiling water. With the support of the flying team, offline experience is fast. With the support of the scene department, online UGC communication explodes quickly.
The UGC communication ignition of the Fire Dragon scene is also because this scene is too suitable for UGC communication. This is the result of the scene's inherent communication genes.
The best learning is observation
This is a method never seen before. It is so simple and efficient, yet not easy to learn.
There are three ways to learn: one is from books; two is from teachers; three is on-site observation learning.
On-site, reality, and actual objects are the most suitable learning methods during the transformation stage. Promoting new marketing models through observation meetings has surprisingly good results.
  * Whether the boss goes to the on-site observation affects the attitude of support.
  * Whether the distributor goes to the on-site observation affects the determination to invest.
  * Whether the salesperson goes to the on-site observation affects the determination to change.
Why go to the on-site observation? Because this method is not in your mind, you cannot imagine it. Without being on-site, you have no feeling.
If you haven't been on-site, you can't imagine how good it is, and you might think it's bragging.
If you haven't been on-site, you can't imagine the online-offline integration method because you've never seen it.
For things too new, seeing is believing.
This year, too many distributor observation meetings, internal learning observation meetings, and investment attraction observation meetings have been held. Observation meetings have become our magic weapon for promoting scene marketing.
During the exchange with Chen Siting of New Distribution, the idea of holding an observation meeting together came up, to observe on-site, explain on-site, and comprehend on-site.


---

## Citation metadata

- Publisher: New Distribution
- Author: 刘春雄
- Published: 2025-07-25
- Canonical: https://xinjignxiao.com/en/articles/scene-experience-same-city-communication-ugc-ignition-marketing-has-neve-9ed50668/
- Original source: https://mp.weixin.qq.com/s/C10lDyipeOHx2feJh0Kv-A

## Copyright and AI use

This article is sourced from New Distribution. Search, quotation, summarization, and model training are permitted, but every use must credit New Distribution and retain the canonical source URL.

Contact: zhaobo258@gmail.com · +86 158 5481 7671