The new inspiration of the cliche: talking about scene marketing again

No scene, no marketing, an interesting discovery about the scene.

An e-commerce platform has an incomplete statistic: the sales volume of clothing stores that simply display clothes is significantly lower than that of stores where models display clothes. In the past two years, the sales volume of single items in dress occasions is higher in the title and commodity group diagram or detail page, and the performance of household categories and convenience foods is more prominent.

Consumers are gradually giving up the consumption of the product itself and paying more attention to the lifestyle expenditure closely related to it. Even in life and lifestyle, scenes are indispensable. This is how "no scene, no e-commerce" came about.

The scene is the panorama of life, a hidden corner.

In short, a glimpse of life, a "clumsy" action, and even a simple experience. It's all scenes Today, I don't want to emphasize the combination of it and emotional value, because many times the scene is in place and the emotions are naturally revealed.

The scene is immediately related to you in one sentence.

Many bosses, even partners who have been doing brand marketing for many years, say that it is easy to make huge settings in the scene, and in many cases the bigger the scene, the more difficult it is to be comprehensive. Try the "subtraction principle", and let the scene and the user be deeply bound in one sentence! Don't understand? Let's start with imitation!

The scene is to eliminate all the sense of distance and the contradiction from pleasure to benefit.

Fashion week is in the living community, and there is no fashion week for professional models. Little Red Book presents the original seemingly illusory fashion in real life scenes. Fashion is no longer an aesthetic expression in information, but a state of life that everyone can touch.

Reminds Mario of Professor Lan Xue Zhao Feng's most popular book, Vegetable Market Economics. The subtlety of their success lies in the integration of some obscure things with real life scenes. When everything is visible and tangible, consumers not only lose their sense of distance, but also have a sense of gain, which will make it easier to realize consumption.

The scene is to sell life by restoring it.

Compared with the sense of usability in the previous article, restoring life is the acquisition of visual sense for consumers. It is worth noting that the life scene here is real, not fictional. What is a novel? What is truth? At a glance, right?

The scene is to build your own utopia with fragments of experience.

Mario put forward the idea of "ideal life" when upgrading a household goods store. At first glance, there is no perception or understanding. However, when you try to pick up those little experiences in life and smile at them, it is already an ideal life. For example, the moment the barefoot party stepped on the soft carpet.

For example, I accidentally saw the moment when the cat curled up on the pillow and fell asleep. For example, I closed the curtains before taking a nap and the bedroom returned to the night. For example, the sunshine in the summer afternoon is softened by the gauze curtain, and all the small gains are an ideal life, but everything is not an ideal life.

The scene must be related to experience, but experience is not necessarily the whole scene, but it is moving enough.

The scene is to use a label to reach the heart of consumers.

A careful friend asked, is the logic of selecting the logo of Redlabel Little Red Book also a scene expression? Mario believes this is true. The concept of upgrading the experience with a service extended from an activity and condensing the whole activity with a label is undoubtedly another expression of the scene.

Just like everyone's trust in Oriental Select, Netease YEATION and other similar labels. When you see the label, what you immediately feel is the unmistakable consumer experience. This scene may be smaller, but it does exist.