---
title: "\"Where There Are Scenes, There Is Sales\": Brands Need a Scene 'Roadmap' for Sustained Growth"
description: "Coca-Cola's sustained growth is attributed to its consistent practice of scene marketing, which involves discovering new consumption scenes. The article introduces a scene marketing roadmap for new brands, comprising four types of scenes: source scenes, lead scenes, mainline scenes, and branch scenes, guiding brands from initial user education to sales expansion."
author: "刘春雄"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2025-04-21"
categories: "Brand Marketing, Distribution & Channels, Management & Methods"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/lYtbTKadGaFhyLkSZSibwQ"
translation: "https://xinjignxiao.com/zh/articles/%E6%9C%89%E5%A4%9A%E5%B0%91%E5%9C%BA%E6%99%AF%E5%B0%B1%E6%9C%89%E5%A4%9A%E5%B0%91%E9%94%80%E9%87%8F-%E5%93%81%E7%89%8C%E6%8C%81%E7%BB%AD%E5%A2%9E%E9%95%BF%E9%9C%80%E8%A6%81%E5%9C%BA%E6%99%AF-%E8%B7%AF%E7%BA%BF%E5%9B%BE-6a787478.md"
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citation: "刘春雄. “\"Where There Are Scenes, There Is Sales\": Brands Need a Scene 'Roadmap' for Sustained Growth.” New Distribution, 2025-04-21. https://xinjignxiao.com/en/articles/where-there-are-scenes-there-is-sales-brands-need-a-scene-roadmap-for-su-6a787478/"
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---

# "Where There Are Scenes, There Is Sales": Brands Need a Scene 'Roadmap' for Sustained Growth

> Coca-Cola's sustained growth is attributed to its consistent practice of scene marketing, which involves discovering new consumption scenes. The article introduces a scene marketing roadmap for new brands, comprising four types of scenes: source scenes, lead scenes, mainline scenes, and branch scenes, guiding brands from initial user education to sales expansion.

**Source**丨Liu Chunxiong Scene Marketing
Why is the century-old cola still growing?
Coca-Cola grew 3% in 2024, with 6% growth in the fourth quarter. Why can Coca-Cola, founded 140 years ago, continue to grow?
The answer is that Coca-Cola has consistently practiced scene marketing. In 2024, Coca-Cola focused on four new scenes.
In 2024, "City Walk" became a new lifestyle. [Coca-Cola], [Sprite], and [Fanta] targeted this on-the-go scene by launching 248ml pocket-sized bottles, lowering the barrier for consumers to try the drinks, achieving "a sip of refreshment on the go."
Additionally, [Coca-Cola] captured the "barbecue" dining culture trend, hosting refreshing barbecue festivals in nine cities, exploring the infinite possibilities of combining barbecue with beverages.
During the Year of the Snake, based on deep insights into the Chinese New Year reunion culture, Coca-Cola China's sparkling and juice categories launched Snake Year limited-edition firework cans and a series of consumer interaction activities, conveying good wishes and New Year expectations to consumers.
[Coca-Cola] teamed up with Oreo® to launch a co-branded product inspired by "social companions," resonating emotionally with young people and becoming their new "social companion."
Briefly describe the history of Coca-Cola's scene marketing. Starting in 1951, "Easy Hospitality" was the starting point of scene marketing.
Coca-Cola has two mainline scenes: "Coke with Meal" (meal times) and "Pause that Refreshes" (leisure moments), namely dining scenes and leisure scenes, which can be further divided into more sub-scenes, especially leisure moments. These two scenes constitute Coca-Cola's Drinking Moment. The growth in 2024 came from branch scenes.
When I participated in marketing work in the mid-1990s, I accidentally obtained a Coca-Cola operations manual (traditional Chinese version), which now looks like a scene operations manual. It mentioned operational standards for 17 scenes. It is said that many more were added later. For example, at that time, there were people selling tea eggs on the streets of China, which was also a consumption scene.
Sustained sales growth stems from continuously discovering new consumption scenes. This may be one of the secrets of Coca-Cola's century-long growth.
Scene Roadmap
Many people know Coca-Cola's scene marketing model OBPPC, but few companies learn from OBPPC. The reason is that OBPPC relies on Coca-Cola's strong channel dominance. As long as Coca-Cola can think of it, it can do it.
However, a new company, or a new brand or new product, cannot learn from Coca-Cola when doing scene marketing. Especially now, when mass media advertising is ineffective, channel distribution does not drive sales, and self-media has great unpredictability, how can one find a deterministic scene marketing roadmap to take the first step, second step, and gradually grow a new brand's scene marketing?
The Scene Marketing Research Institute proposed four concepts, forming a roadmap for scene marketing: source scenes, lead scenes, mainline scenes, and branch scenes.
Source scenes and lead scenes are divided according to their function in driving marketing; mainline scenes and branch scenes are divided according to their sales contribution.
The combination of these four types of scenes forms the order of scene expansion for enterprises and a roadmap for sustained sales growth.
In the order of scene expansion, each scene's expansion lays the foundation for the expansion of other scenes.
Source Scenes and Lead Scenes
From the perspective of scene-driven user cognitive education and diffusion, there are two crucial indicators: first, the reachability of scene users; second, the high potential energy of the scene.
What is scene user reachability? There is much talk about user operations now. Online users are reached through platforms, and interaction can even happen online. That is user operations.
But how to operate offline users? Traditional deep distribution only reaches the B-end, not the C-end, and lacks user operations.
Reaching users is difficult. Researchers are not related to ordinary users, and intervening in consumer consumption is an intrusion. Therefore, we rely on intermediaries who have relationships with users, namely the B-end. Through the bC integration model, users are reached in scenes. Traditional business talks about goods, people, and place; new retail talks about people, goods, and place; scene marketing talks about place, people, and goods. People and goods are both in the consumption scene.
The bC integration model in FMCG leverages two relationship transfers. The first is the distributor transferring B-end users (Bb relationship transfer); the second is the retailer transferring C-end users (bC relationship).
bC integrated user operations are the key to scene marketing. However, not all scene users are reachable; for example, household consumption is difficult to reach. To address user operations, baijiu companies have established experience halls specifically.
What is high potential energy in a scene? If there are high-potential people (KOLs) in the scene, or high-perception scenes, or complex scene roles (such as banquet scenes), or celebrity-level users, they can amplify the scene's effects. Such scenes are high-potential scenes.
Combining the two indicators of deep reach and high potential energy forms two types of scenes with special marketing value: source scenes and lead scenes.
Source scenes, as the name implies, are the first scenes, the starting point of a brand.
In the past, I also called them educational scenes. However, the term "educating" users is taboo in marketing; how can you educate users? The purpose is clear: user education, allowing users without awareness to form awareness through scene marketing. Therefore, for source scenes, the primary requirement is to reach users, preferably deeply. For example, Lidu's immersive experience, through the "Zhiwei Xuan" scene creation and immersive experience, achieves user awareness; Lidu calls it "six-in-one." This is the most efficient user education scene.
For source scenes, the primary condition is user reach, and the secondary condition is high scene potential. Lidu's Zhiwei Xuan experience hall, Meijian's "fireworks scene," and Mingren's baijiu tasting scenes all become source scenes for brands because they can deeply reach users.
Lead scenes, "lead" meaning to thread a needle. They can also be called potential energy scenes. That is, the effects of this scene can spill over to more scenes. Therefore, the primary requirement for lead scenes is high potential energy, with deep reach being secondary. For example, Lidu's banquet scenes, Mingren's "fire dragon" scene, and Meijian's team-building scenes.
Of course, if a scene can both deeply reach and have high potential energy, then the enterprise is fortunate; the overlap of source and lead scenes is significant for the rapid advancement of scene marketing.
An enterprise's source and lead scenes do not have to be singular; having multiple is better.
Mainline Scenes and Branch Scenes
Mainline and branch scenes have two indicators: rigid demand and high frequency.
If a scene is both rigid demand and high frequency, it is a mainline scene. High-frequency, rigid-demand scenes typically generate large sales.
If only one of rigid demand or high frequency is present, it is a branch scene.
If neither rigid demand nor high frequency, it is outside the marketing focus.
The marketing value of a scene is ultimately determined by sales. Therefore, scene marketing should enter mainline scenes as soon as possible.
For example, Lidu's banquet scenes and Mingren's "before and after meals" scenes.
Branch scenes generally expand through scene spillover. Or, like Coca-Cola, under the requirement of continuous growth, they have to pay attention to branch scenes that were previously overlooked.
Where There Are Scenes, There Is Sales
"Where there are scenes, there is sales." This phrase was proposed by Mingren Soda Water in 2017. I love it and often quote it.
As a leading enterprise in non-carbonated soda water, Mingren achieved a breakthrough in the new category precisely by doing the right user awareness in certain scenes, without mass media brand communication.
However, enterprises should be cautious when applying this phrase. Where there are scenes, there is sales. But sales are not a simple accumulation of scenes; they follow certain rules.
A theoretical system that only applies to enterprises with certain resources lacks universality. If not specifically stated, the harm is particularly great.
When I proposed "Chinese-style marketing," I paid special attention to this issue. For example, "Not Famous but Best-selling" was written specifically for small enterprises.
In "Chinese-style Marketing," I specifically proposed a concept: map thinking. Similar to the roadmap discussed in this article.
A new brand's first step is always immature, but it must take that first step.
This article provides guidance for new brands entering the market through scene marketing, following a scene roadmap. If a brand has been in the market for a long time, it is not subject to this restriction.
Source scenes are the first step for a new brand in scene marketing. "Source" means the origin.
Why must deep reach be emphasized? Because for a new brand, users have no product or brand awareness; only through deep reach, close contact, and deep experience can they achieve "one experience, lifelong awareness." This is a marketing model that sacrifices efficiency but emphasizes effectiveness. Therefore, the first step for a new brand's scene marketing to take root is to discover source scenes.
The second step for a new brand's scene marketing is to do the opposite of the source scene logic. Efficiency is paramount, with effectiveness secondary. High potential energy is precisely to enhance the scene's influence and quickly generate scene spillover.
Generally speaking, only when lead scene operations succeed does the enterprise truly stand firm. However, sales may not be large. The scene with the largest sales may be neither reachable nor high-potential. But after operating source and lead scenes, there should be experience and resources to leverage and invest more. Of course, if UGC is used well, it can also take off.
At this point, we can summarize a new brand's scene roadmap.
First, do source scenes, cultivating seed users through deep reach. Then do lead scenes, forming scene spillover through high potential energy and diffusing scene momentum. Then enter mainline scenes to expand sales. This is the universal scene roadmap.
Starting from origin scenes, developing through lead scenes, growing through mainline scenes, and infinitely extending through branch scenes.
The scene roadmap is the growth roadmap for new enterprises and the roadmap for enterprise success.
Based on the scene roadmap, marketing diagnosis can be conducted.
If a new enterprise has not broken through, especially without user awareness breakthroughs, it may be because it has not done source scenes well. Source scenes are for product awareness breakthroughs.
If many people say it's good, but the influence is not great, it may be because it has not found lead scenes. Lead scenes are for amplifying influence.
If product awareness is good and influence is not small, but sales are not large, it is likely because it has not entered mainline scenes.
A company with scale that stops growing is likely because it has not continuously discovered new branch scenes.


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## Citation metadata

- Publisher: New Distribution
- Author: 刘春雄
- Published: 2025-04-21
- Canonical: https://xinjignxiao.com/en/articles/where-there-are-scenes-there-is-sales-brands-need-a-scene-roadmap-for-su-6a787478/
- Original source: https://mp.weixin.qq.com/s/lYtbTKadGaFhyLkSZSibwQ

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