Li Du's recent reception work has been a bit heavy. In addition to the routine daily experience of hundreds of users, it also receives a large number of learning and visiting groups from the same industry and other industries. On the 23rd and 24th, seven major communities organized a 100-person Li Du study tour. The communities included New Marketing (Liu Chunxiong New Marketing), New Retail (Bao Yuezhong New Retail), New Distribution (Zhao Bo New Distribution), New Beer (Fang Gang Teacher New Beer), China Wine Industry Forum (Zhao Yu Teacher), Fan Research Institute (Ding Ding Teacher), and Xuzhou New Youth Planning Club (Chen Fenghua Teacher). These are all communities with a certain reputation in the industry and many fans. Li Du is not well-known and not large in scale, only a few hundred million, what is worth learning? Some of those who come to Li Du to learn are peers with tens of billions in revenue (such as Gujing and Yanghe), as well as cross-industry giants (such as Uni-President), and they are led by the company's main responsible persons. Some have come to learn multiple times; someone told me they have already come four or five times. Because Li Du has created a marketing model called immersive experience. Although the scale is not large, Li Du's growth rate is fast. In recent years, it has almost doubled. Although the scale is not large, it has created the highest price for bare-bottle baijiu (740 yuan per bottle), positioning itself at the high end in the local market. It is not that there is a price but no market; rather, supply falls short of demand. Although the scale is not large, the sales staff are actually not assessed on sales volume. People constantly ask Li Du's chairman, Commander Tang, how they can withstand not assessing sales volume. I once asked Commander Tang whether Li Du's model would have succeeded 10 years ago. I even imagined whether it would succeed 10 years later. All successes have one characteristic: they happen at the right time. So, what time is Li Du's immersive experience happening at? Li Du's immersive experience was created in 2014. That year was precisely a landmark year for the rise of China's middle class. The price increase of Moutai and the upgrade of the sub-high-end are all related to the rise of the new middle class. In the 1970s and 1980s, Japan and Taiwan entered a middle-class society, and there was also a wave of experiential marketing. It can be imagined that not only baijiu but also other industries will enter the stage of experiential marketing. For high-end products, how can consumers feel that they are worth the money? Traditional marketing is shallow cognition, such as advertising, which is ineffective for high-end products. That is a marketing method for mass products. Through experience, a "sense of value conquest" is formed, and then "price is no longer a problem." At the sharing session of the Li Du study tour, I put forward this viewpoint and received wide recognition. Experience is the deepest understanding. Li Du's immersive experience can be summarized in nine characters: deep experience, strong cognition, high dissemination. Commander Tang often quotes a sentence from brand expert Miao Qingxian: The highest mountain in the world is Mount Everest, and I really can't remember the second highest. But Old Miao can recognize all the mountains he has climbed, dozens of them. Because these mountains have given me experiences, and there are facts to let me perceive them. I have also seen many companies doing experiential marketing, such as building museums, visiting corridors, and tasting sessions. Not only do they cost a lot, but the effect is not good. This is not experience, but visiting and education. The logic of Li Du's immersive experience is: users are not an audience watching the manufacturer perform. The manufacturer is the director, and users are actors. Users are immersed in the plot set by the director. The ultimate result of immersive experience should be "sense of value," not "good product." Any experience based on functional display is a fake experience, and any experience that does not allow users to fully engage is not a good experience. Li Du's distiller's grain popsicles, distiller's grain eggs, distiller's grain masks, self-mixed wine, and wine competition are all unrelated to product display, but they all imply product value. It is said that after a certain wine company visited and learned, they sold millions of distiller's grain popsicles and eggs, but they just didn't sell wine. This is a misreading of immersive experience. Most companies I have seen treat experience as an optional decoration; only Li Du treats experience as a business model. If it is a decoration, it is fine to do a few sessions for leaders to see. If it is a business model, it must form sufficient density. All businesses, if you look at the effect without density, are meaningless. In 2018, Li Du's total command center experienced 100,000 people, which already has sufficient experience density. Companies that treat experience as decoration have little relationship between experience and the marketing department; experience is an independent department. When it is a business model, the marketing work of marketing personnel is experience. Many experts or study tour participants believe that Li Du's approach is only suitable for "small and beautiful" enterprises. I do not agree. If there is only first-level experience, the experience scene is limited. Then, experience can only be realized within a limited user radius, and it is indeed only suitable for "small and beautiful" enterprises. Li Du's immersive experience is meaningless without the three-level experience. The total command center, branch command center, and small command center form a system. Because of the small command center, experience can be everywhere and nearby. Because of the branch command center, the sense of value can be felt nearby. Because experience is graded, experience can also be "cleared through levels." Even with three-level experience, in the traditional marketing system, experience is difficult to become the main work of marketing, because experience is inefficient work. The more immersive the experience, the longer the experience time, and the lower the efficiency. Fortunately, Commander Tang is a player, and he wants to be the "number one player" of immersive experience. Fortunately, it is now the era of internet self-propagation. Li Du's immersive experience is full of "photo sense." Although the efficiency is low, after self-propagation amplification, the effect is improved. What is photo sense? Any product that cannot be posted on Moments at the first time is not a good product, and any experience that cannot be photographed and posted on Moments during the experience is not a good experience. Li Du's immersive experience is good because it has a sense of participation, entertainment, and ritual, which is the so-called photo sense. Because it is a deep experience, there is strong cognition; because there is photo sense, there is high dissemination. Teacher Shi Wei proposed that the internet society is "trinity," that is, the integration of cognition, transaction, and relationship. Commander Tang, based on immersive experience, proposed "five in one," that is, experience, dissemination, cognition, transaction, and relationship, five in one. Commander Tang said that immersive experience is the No. 1 project. Only learning methods and means without forming a system is difficult to succeed. For example, changes in team organization and performance assessment methods. Without the approval of the top leader, it may be difficult. In 2014, when Commander Tang took office at Li Du, wine below 10 yuan accounted for 80%. Changing from channel sales of low-end wine to experiential marketing of high-end wine inevitably has a long cycle. During this cycle, if sales volume is assessed, salespeople will only continue to do low-end stocking. If only experience work is assessed, how can they withstand the short-term decline in sales? Li Du's assessment of salespeople: sales volume only accounts for 10%-20%. Not assessing salespeople's sales volume is the biggest test for the boss. There are two tests for the boss: first, whether the experience work is a closed loop; as long as it is a closed loop, sales will definitely be achieved; second, whether the experience work is under control; if it is under control, it will not get out of order. As long as the above two points are achieved, sales will come sooner or later. Not assessing sales volume is confidence in management. Commander Tang has this confidence. At Li Du, what I felt most was Commander Tang asking salespeople and distributors to "not be anxious," "follow the rhythm," and when the time is right, sales will definitely come. All changes are difficult not in the future model, but in the transition from the present to the future. Transition is an art. Source: Teacher Liu's New Marketing If the tip is adopted, a reward of 400-2000 yuan will be paid. China FMCG + Internet Professional New Media Committed to FMCG manufacturers' transformation and upgrading and channel digital solutions