---
title: "Scene Marketing: The Battlefield Shifts from Shelves to Life"
description: "FMCG is undergoing an invisible watershed—not of price or promotion, but of scenes that are redefining who can grow. On the morning of March 17, 2026, at Chengdu Century City International Convention Center, Crystal Hall 5+6, the 11th CFC China FMCG Conference's parallel forum, 'Scene Marketing: From Shelves to Life,' will explore how brands can win by becoming the answer to specific moments in consumers' lives."
author: "陈思廷"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2026-03-12"
categories: "Brand Marketing"
language: "en"
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markdown: "https://xinjignxiao.com/en/articles/scene-marketing-the-battlefield-shifts-from-shelves-to-life-94a5e1bc.md"
original_source: "https://mp.weixin.qq.com/s/CgmIUcjpJpd54s9ivvAEWw"
translation: "https://xinjignxiao.com/zh/articles/%E5%9C%BA%E6%99%AF%E8%90%A5%E9%94%80-%E7%AB%9E%E4%BA%89%E7%9A%84%E5%85%B3%E9%94%AE%E4%BB%8E%E8%B4%A7%E6%9E%B6%E8%BD%AC%E5%90%91%E4%BA%86%E7%94%9F%E6%B4%BB-94a5e1bc.md"
attribution: "New Distribution — https://xinjignxiao.com/en/articles/scene-marketing-the-battlefield-shifts-from-shelves-to-life-94a5e1bc/"
citation: "陈思廷. “Scene Marketing: The Battlefield Shifts from Shelves to Life.” New Distribution, 2026-03-12. https://xinjignxiao.com/en/articles/scene-marketing-the-battlefield-shifts-from-shelves-to-life-94a5e1bc/"
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---

# Scene Marketing: The Battlefield Shifts from Shelves to Life

> FMCG is undergoing an invisible watershed—not of price or promotion, but of scenes that are redefining who can grow. On the morning of March 17, 2026, at Chengdu Century City International Convention Center, Crystal Hall 5+6, the 11th CFC China FMCG Conference's parallel forum, 'Scene Marketing: From Shelves to Life,' will explore how brands can win by becoming the answer to specific moments in consumers' lives.

FMCG is undergoing an invisible watershed...
Not of price, not of promotion, but of scenes that are redefining who can grow.****
Morning of March 17, 2026 | Chengdu Century City International Convention Center, Crystal Hall 5+6
11th CFC China FMCG Conference · Parallel Forum: "Scene Marketing: From Shelves to Life"
**Times have changed; shelves can't win the war**
**You've saturated the channels, yet it feels increasingly hard to sell.**
It's not that your product is bad; it's that your product appears in the wrong place, at the wrong moment, in the wrong state.
Consumers aren't buying things; they're buying the feeling they want at that moment—the ritual of coffee, the satisfaction of putting together a good meal, the sense of propriety in choosing the right drinks for a gathering with friends.
The logic of the shelf era was: as long as you can get distribution, you can sell.
The logic of the scene era is: you must appear at "that right moment" to be eligible for selection.
**Scene marketing is not about "where to sell," but "becoming the answer to which moment."**
In 2026, the three keywords for the FMCG industry are: era of surplus, channel involution, and consumption stratification.
In this context, scenes are no longer optional; they are a mandatory question. Whoever cracks scenes first will pull ahead first.
**What is true scene marketing?**
Many people understand scene marketing as pushing products to consumers when they are in a certain situation.
That's only half right.
**True scene marketing is "creating that moment," not "waiting for that moment."**
It encompasses three dimensions:
  * Timing dimension: appearing in front of the user at the instant their need is awakened
  * Spatial dimension: embedding the product into the physical flow of users' daily lives
  * Emotional dimension: making the product a symbol and carrier of a certain lifestyle
Scenes are not traffic; they are relationships. Not touchpoints; they are moments. Not exposure; they are resonance.
**The distance from shelves to life is the last mile of brand growth.**
Liu Chunxiong, professor at Zhengzhou University and vice president of the Scene Marketing Research Institute, said: "Going all the way to C, resonating with users' lives, is the core path for scene marketing to reconstruct growth."
This is not a theory; it's a methodology that has been proven across hundreds and thousands of brands.
**Three signals tell you the scene era has truly arrived**
**Signal 1: Category innovation increasingly relies on scene definition**
Hu Qiaosong, founder of Shanghai Badaoniang Food, is doing something counterintuitive—
In a traditional track considered saturated, he used scenes to redefine the category.
It's not that the product formula changed; he re-answered a question: "In what context, for whom, and to solve what feeling is this product?"
When the answer changes, growth happens.
**The starting point of category innovation is not R&D; it's scene insight.**
**Signal 2: In the AI era, "only you" matters more than "good and cheap"**
Ding Ding is the founder of Wuxing Zhili & Jiaowen, and also the founder of Fans Workshop.
She raised a thought-provoking question:
In the AI era, give users a reason to choose "only you."
When search engines are replaced by large models, and decision paths become shorter, the reason users choose you must be strong enough—
Not "you're cheap," not "you have wide distribution," but "you are the most suitable one in this scene."
**The more precise the scene, the stronger the perception of "only you."**
**Signal 3: The value leap driven by meaning has begun**
Xiao Mingchao, founder and CEO of Zhimeng Consulting, gave the clearest judgment for 2026:
From shelves to flow, the meaning-driven value leap of FMCG has begun.
Consumers no longer just look at "what functions this product has"; they ask "what does this product represent."
Scenes are the best medium for brands to convey meaning.
**Meaning is not designed; it is felt in specific scenes.**
**Three real cases: how scenes translate into growth**
**Case 1: Mingren Soda Water, the logic of "beer + scene" for explosive regional markets**
Tian Dongjian, national deputy marketing director and director of the Central and Western War Zone at Mingren Soda Water, shared a playbook for cracking regional markets nationwide.
The core is not product strength; it's scene strength.
Mingren did one thing:
Bind the consumption moments of soda water and beer—at the dinner table, at late-night snack stalls, at gatherings.
Make "beer + Mingren" a combined habit, not a single product choice.
When scene binding succeeds, repurchase doesn't need reminders; growth happens naturally.
**Scene bundling is the lowest-cost way to occupy brand mindshare.**
**Case 2: Lidu Baijiu, scene thinking infinitely close to the optimal solution**
Liu Xiubin, rotating general manager of National Treasure Lidu, brought the most groundbreaking scene marketing case in the baijiu industry.
The scenes of baijiu are where Chinese emotions are densest—
weddings, business, family banquets, gift-giving...
Behind each scene is a complete set of emotional logic and decision mechanisms.
Lidu didn't use ads to tell you "I'm good liquor"; it used scenes to make you think of it at the right moment.
This time, the scene-solving approach infinitely close to the optimal solution is worth learning from for every brand.
**Baijiu isn't bought for the liquor; it's bought for the dignity and emotion of that moment.**
**Case 3: Huaweifang, the scene marketing breakthrough battle in regional markets**
Liu Xi, general manager's marketing assistant at Huaweifang Food Company, told a story closer to the ground.
How can regional brands break through? National brands have already occupied mindshare, and budgets are not comparable.
The answer: understand local scenes better than national brands.
When you can precisely depict "where Chengdu people go on weekends, what they buy, and who they're with," your product appearing in that scene is more effective than any ad.
**The moat of regional brands is a deep understanding of local life scenes.**
**8 practitioners, on-site breakdown on March 17**
This is not a forum that talks about concepts.
This is 8 people who are truly doing scene marketing on the front lines, bringing the pitfalls they've stepped in, the paths they've run through, and the opportunities they've seen, to Chengdu to explain clearly.
  * Lv Xiaopeng, Marketing Director of金星啤酒集团—New consumption era, beer C-end breakthrough methodology
  * **Hu Qiaosong** Founder and General Manager of Shanghai Badaoniang Food Co., Ltd.—**Exploring category innovation in traditional categories**
  * **Ding Ding** Founder of Wuxing Zhili & Jiaowen, Founder of Fans Workshop—**Breaking involution with internal growth: In the AI era, give users a reason to choose "only you"**
  * **Xiao Mingchao** Founder and CEO of Zhimeng Consulting—**2026: From shelves to flow, the meaning-driven value leap path for FMCG**
  * **Liu Chunxiong** Professor at Zhengzhou University, Vice President of Scene Marketing Research Institute—Three key points for implementing scene marketing
  * **Tian Dongjian** National Deputy Marketing Director and Director of Central and Western War Zone at Mingren Soda Water—**Doing "beer + white" thoroughly, Mingren's scene-based practical playbook for igniting regional growth**
  * **Liu Xiubin** Rotating General Manager of National Treasure Lidu—**This time, infinitely close to the optimal solution—Lidu's thinking on baijiu scene marketing**
  * **Liu Xi** General Manager's Marketing Assistant at Huaweifang Food Company—**Huaweifang's scene marketing breakthrough battle in regional markets**
**Why you must come?**
In the past two years, you've certainly heard "scene marketing" countless times.
But most of the time, it's about direction, not the path.
Companies that have truly run it through rarely speak up.
That's the value of this forum.
If you are—
✅ A brand owner in food & beverage, alcoholic drinks, or leisure snacks, looking for growth space beyond channels
✅ A regional brand leader, wanting to understand how to use limited budgets to penetrate local scenes
✅ A distributor or retailer, wanting to understand how scene operations can drive higher sell-through and repurchase
✅ A marketing practitioner, wanting to turn "scenes" from concept into executable actions
✅ Someone who keeps an eye on FMCG growth methodologies and wants to hear real cases and real data
Then on the morning of March 17, the Scene Marketing Forum is where you should be.
**Scene Marketing Forum: From shelves to life, this is the next path for FMCG growth.**
Shelves compete for position; scenes compete for moments.
When consumers see you at the right moment, in the right place, with the right emotion—
The value of this moment surpasses all promotions, all ads, and all distribution policies.
Whoever understands scenes first will win growth first.
On the morning of March 17, in Chengdu, we'll be waiting for you.
Chengdu Century City International Convention Center · Crystal Hall 5+6
⏰ 9:00–12:00 | 11th CFC China FMCG Conference · Parallel Forum: "Scene Marketing: From Shelves to Life"


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## Citation metadata

- Publisher: New Distribution
- Author: 陈思廷
- Published: 2026-03-12
- Canonical: https://xinjignxiao.com/en/articles/scene-marketing-the-battlefield-shifts-from-shelves-to-life-94a5e1bc/
- Original source: https://mp.weixin.qq.com/s/CgmIUcjpJpd54s9ivvAEWw

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