Source丨Teacher Liu's Scenario MarketingID 丨liuchunxiong1964Author丨Liu Chunxiong
Advance One Step, Retreat Half a Step The earliest enterprise to practice deep distribution was TCL, much earlier than the FMCG industry. After TCL implemented deep distribution, many competitors imitated it. Of course, sales increased, but most of them lost money at the time because costs were too high. This is the price of deep distribution: every step down, personnel and costs multiply, but sales do not grow as fast. Later, TCL told the truth. The secret of TCL's deep distribution is: advance one step, retreat half a step. Advancing one step allows reaching deeper into the channel, bringing sales growth; retreating half a step saves costs. These are two steps of one system, achieving dual growth in sales and profit. Most imitators either did not go deep, so incremental growth did not occur; or they went deep, but profit did not grow. Seeing this, I was deeply impressed! I still remember it to this day. Advancing one step is easy to understand; how to retreat half a step? It is actually about being able to advance and retreat. The shining wisdom of bC integrated user operations is still: advance one step, retreat half a step. I proposed bC integration in 2019. Now more people know this logic, and it has become a consensus in baijiu. However, not many have truly implemented it well because the cost is too high. The cost is too high because they only know how to advance one step, not the wisdom of retreating half a step. They work hard and recklessly, charging forward without hesitation.bC Integration: Switching Between Channel and Scenario Understanding the specific connotation of bC integration is crucial. The b-end is the very end of the channel, also called the terminal. So, what is the C-end? Many people understand that the C-end is the user. In fact, operating individual users has no spillover effect. The extension of the channel is not the user, but the consumption scenario. A consumption scenario is a place where users gather. When users gather, marketing has a spillover effect, and users influence each other, forming a mutual recognition background. Therefore, bC integration means switching between the channel and the consumption scenario. Advancing one step means going from the channel end (b-end) to the scenario end (C-end) to solve the problem of user awareness. Retreating half a step means returning from the scenario end to the channel end to solve the problem of transaction amplification. In practice, we have found that entering 10% of high-energy scenarios can solve the awareness problem. This is advancing one step. The awareness spillover from 10% of energy scenarios can solve the transaction problem for 90% of scenarios, so we need to retreat half a step, enter the b-end channel, and solve the transaction efficiency problem.Private Domain is the Natural Soil for User Operations The b-end is the public domain, and the C-end is the private domain. In the public domain, anyone can freely enter and exit; in the private domain, entry has barriers. bC integration aims to solve the problem of entering private consumption scenarios from public channels. So, how can we enter private consumption scenarios efficiently and at low cost? Let's look at two models of user operations. One is online user operations, or public domain user operations. User operations were proposed by e-commerce, but e-commerce did not clarify who the operator is, leading manufacturers to think they are doing user operations. The essence of e-commerce user operations is that the platform operates users and then sells them to manufacturers in the form of traffic. So, the platform is the main body of user operations, and manufacturers are just the receivers, which is fake user operations. The platform can resell users to other manufacturers. Therefore, e-commerce users are not loyal, or the repurchase rate is low. The second is private domain user operations. Deep distribution has already reached the b-end, so the next step of deep distribution is to reach the C-end scenario, or to do user operations. However, if manufacturers directly operate the C-end, there may be suspicion of digging the b-end's corner. In reality, we often encounter similar problems. There are two steps to solve this problem: first, reassure the b-end that there is no suspicion of digging corners, solving the trust problem; second, help the b-end increase increment, solving the value problem. bC integration essentially leverages the achievements of deep distribution. Because bC is naturally private domain. The largest private domain is in the channel. Advancing one step means using bC private domain to operate users; retreating half a step means returning the main role of user operations to the b-end.bC Integration is a Transfer of Relationships There are also three models for operating users in the private domain. One model is centralized operation. For example, manufacturer live streaming, social e-commerce. Centralized operation is purely online. Users are labeled, with no relationship with the operator, not knowing each other. Only user labels are seen. Centralized user operations are feasible when the brand or IP is famous, such as Moutai. That is, it is feasible for user retention operations. Because if users can come online, it means they already identify with the brand or IP, having reached the awareness threshold. User operations are just user retention operations. The second is community-based private domain operations. Converting private domains of life relationships into private domains of commercial relationships. This is a minefield, on the edge. I generally do not touch it. The third is channel relationship private domain. Private domain of life relationships + commercial relationships. That is bC integrated user operations. More accurately, bC integrated user operations should be expressed as (F2B2b)2(b2C), meaning the trinity of factory, distributor, and store (F2B2b), operating bC integration (b2C). Deep distribution has already connected distributors and stores, so the trinity of factory, distributor, and store can be achieved. For example, when we serve a large C in a baijiu company, we can do three-party visits, that is, factory, distributor, and store visit the large C together. Therefore, bC integration essentially uses high-level deep distribution as infrastructure, not negating it. The core of bC integration is actually the transfer of the relationship between store and user (i.e., bC relationship) to the manufacturer. This model of user operations is tangible user operations, operating users in offline communities and online three-dimensional spaces, and can achieve the trinity of awareness, transaction, and relationship. This is high-intensity user operations. Here, I must mention the theory of "three-dimensional space" and "trinity" proposed by strategic and management expert Teacher Shi Wei, bringing high-level user operations. This high-level user operation is much more effective than purely online label-based user operations.Tentacles at C, Focus at b Much more effective also means potentially much more costly. Advance one step, retreat half a step. This solves the contradiction between effectiveness and cost. The stage theory is an effective way to solve contradictions. Divide one thing into multiple stages, with different stages completing different stage goals. Advancing one step means reaching the C-end. Truly completing user operations. And it must be efficient and high-intensity user operations. Therefore, the targets reached must have indicator significance. For example, KOL, KOC, large C. To complete high-intensity, high-efficiency user operations, the best way is to operate users in consumption scenarios. First, users in scenarios have tasks to complete, and products are only part of the solution to scenario tasks; second, users in scenarios are not individual users but a user circle. Remember, users are not individuals but groups. Operating users in groups achieves the communication effect of "I know that you know," rather than just "I know, you know." Retreating half a step means using the effect of activating the C-end to activate the b-end in turn. The b-end has high-frequency contact with the C-end. Operating the C-end with the help of the b-end is efficient user operations.