Scene revolution catalogue

● Creative logic connecting the preceding with the following era.

The first part of the scene revolution is happening.

○ Chapter 1 Fragmentation Scene of the Growth of Friends Circle

We see the world with photography, understand the world with pictures, and take selfies.

To express our view of the world ... WeChat is the greatest common denominator based on connections.

Is the infrastructure of this era. The circle of friends is almost the only detonation scene.

○ Chapter II * * * Enjoy the DNA of Economic Rise

Uber, a car rental application, has a 6-year valuation of more than 50 billion US dollars; Airbnb short

After the catering service was rented out, the valuation quickly climbed from $654.38+0.3 billion to $265.438+0 billion.

Dollars. Why can these applications achieve exponential growth? * * * Enjoying the economy is the market.

Typical king's business deduction. * * * The business model of enjoying the economy implies all the real scenes.

New definition.

○ Chapter III Subverting the Core Logic of Traditional Internet Portal

Why is the circle of friends screened by "footnotes" and "under the dome"? Because the mobile terminal

The original static scene is dynamically reconstructed by using mobile Internet technology. In each scene,

In the actions of likes and comments, users participate; Update social network status, let

The scene quickly changed channels, and the scene became an important Internet portal.

● The second part supports the core elements of the scene.

○ Chapter 4 "Experiential Aesthetics" reshapes the logic of new business value.

Traffic amplification user value is no longer applicable, and the existence of price sensitivity is constantly marginalized.

"Experience" based on value sensitivity becomes the first rule, and the idea of scenario solution is to create excellent experience for users and establish emotional connection with consumers.

○ Chapter 5 "Spatial Link" becomes the definition guide of the new scene.

Behind the group buying scene and the taxi scene is the lifestyle and elimination in the era of mobile Internet.

With the upgrading of the charging form, O2O embodies the people-centered link logic and network ring.

The continuous integration of environment and living space brings new boundaries, thus defining a brand-new field.

Scenery has also helped us create a whole new category.

○ Chapter 6 "Community" is the dynamic mechanism of the scene.

If the scene itself cannot have the power of a sub-culture, the appearance and society of a sub-community.

Sense of community, there will be no possibility of large-scale users and commercial applications. If we try to

If we understand the human-centered business logic, we will find that business is to forget business and forget.

The advantage is to think deeply about our relationship with our supporters.

○ Chapter 7 "Data" makes the scene accurately match the user's needs.

The era of data operation is also the era of user management. Behind the scenes are quantifiable data.

The more fluid the data is, the more structured it is, and the clearer the user relationship is.

The clearer the creation of new scenes.

● The third part constructs the "four namely" methodology of the scene.

○ Chapter 8 The product is the scene

Wechat, Zhihu, Big Search Car, Easy to Use Car, Meitu Xiu Xiu ... Every application is.

Like a well-positioned black hole, it attracts a large number of ethnic groups, and the scene becomes the interaction between reality and reality.

At the core of integration, products become the solution of scenes, and mobile phones also serve as social organs.

Redefines the state of our lives.

○ Chapter 9 Sharing is acquisition.

Numerous friends spontaneously share the WeChat red envelope, making WeChat payment rise rapidly; Countless people automatically

Share the "taxi ticket" and let Didi quickly grow into a mobile with a valuation of over 10 billion US dollars.

Entrance. In the sharing mode, the more resources are used, the more valuable they are. Sharing is acquisition, consumption is enjoyment.

It is accumulation.

○ Chapter X Cross-border Connection

The theory of six-dimensional space is being confirmed and simplified by more companies and brands-any two strangers.

Healthy enterprises find contact points through strong business expansion and form companies with complementary brands.

Answer the phone. The cross-border brand is accompanied by the flow of user groups, and the original two groups of well water do not interfere.

People, through cross-border brands, completely break down barriers and form new user groups. transboundary

Depth has become the key to pricing in this era.

○ Chapter 11 Popularity is flow.

The Internet portal pattern has been subverted, businesses bid farewell to the traffic era, and consumers are interested in related fields.

Landscape demand has become a new entrance and new channel. Brand is no longer a plan, but a need.

Need more explosions; Marketing needs more subdivided labels and needs to be reduced to lifestyle.

This * * * is isomorphic. The boundary between channels and people continues to dissolve, and the flow is completely subject to the popularity.

● The fourth part commercial application scenario

○ Chapter 12 Scenario Reconstruction Business Model

The scene era has arrived, and the brand, marketing, channel, design, research and development of traditional business models,

Marketing, public relations, sales and connection methods are all being reshaped by the scene. Personality in the era of mobile internet

Culture is increasingly showing obvious characteristics of community and scene in business.

○ Chapter 13 Scenario Classification in Commercial Applications (1)

Why does beaver choose manicure instead of beauty salon? Beauty, Hairdressing and Modeling

Besides, do you want to commemorate our wedding anniversary? Do you want to follow your baby for 100 days? In these scenarios,

What are the high-frequency scenes? What are the low-frequency scenes? High-frequency scenes are easier to get users, and low-frequency fields.

There will be natural distrust of the scene, but it is easier to get high gross profit.

○ Chapter 14 Scenario Classification in Commercial Applications (Part II)

When you meet Fauvism, do you encounter the artistic conception of flowers or the imagination of life aesthetics? High connectivity

The emotional life scene is a density scene, and the product is easy to become a tool for scene linking;

And a wide range of scenes, such as coffee, lack connectivity and need to increase added value, although the frequency is high.

So it is inevitable to change to a density scene.

○ The scene in Chapter 15 has become one of the few opportunities for the transformation of traditional industries.

The transformation of traditional industries in the scene era is not only to build a simple Internet platform, but also to sell.

The so-called ultimate single product, but the team that really has the ability to drive the offline,

Online channels connect users and generate product logic that meets the needs of target groups.

● Postscript