Traveling between the lines of "Scene Revolution"，Our thoughts may have long been wandering to all the things in this "case" and outside the "picture"，Return to your real business practice，To perceive、Go to confirm，This process of comparison for improvement will be full of fun。

The so-called "kung fu lies outside poetry"，Book，Impatient to read？I think it’s mostly like this，Insight and expression that can bring readers back to their real lives。

This ability may be the ability to construct "scenes".

In popular opinion，Not "How to Body"、No “sense of urgency” and “scarcity”、It is impossible to "make users feel like they are getting a new skill quickly"，It seems not good enough；But I follow the third of the "Four Methods" in "Scene Revolution" - "Cross-border is connection":

“Cross-border connections break down the boundaries of various scenes，What is formed is a new experience、New categories and new values。”

This proposition is reflected in reading，It may be that two concepts that look at marketing from different angles will collide with each other，And stir up new potential energy。

Let us try to do this through 188bet online sports betting the following efforts:

1、188bet online sports betting

As you can see - the word "scene" is used in teacher Wu Sheng's new work，Being placed at the forefront of business construction，Defined by different scenarios，It is a completely different business form:

"When coffee&CBD，It’s the Pacific Ocean、The crowds and rush in Starbucks and COSTA；When coffee&Girlfriend chat and friend gathering，It’s the laughter and the smell of waffles in Zoo Coffee and Man Coffee；When coffee&Bright reading in a quiet corner，It is carving time and a time-travel dialogue with the author between the lines；When coffee&Entrepreneurship，It is the undisguised anxiety and ambition in 3W and Garage Coffee...in these seemingly dazzling combinations，Coffee is no longer an ordinary item and standard item，But the solution to the scenario，The product is placed in the scene，Selected，Redefined，Product is scene。”——“Scene Revolution” P134

Umi: Just like our observations of "another Earth"-Kepler 452b，Discovery Marketing (SDi) Think，The starting point of marketing is the brand’s exploration of self-worth，It is not a search for the outside world，More inclined to inward insight and "discovery"。

From an SDi perspective，Thoughts on a new scenario，That is, an entrepreneur、Another journey of “value discovery” for brand owners；Since "scene" includes not only "to whom"？What value is provided？”，It is also subdivided into "what time？What occasion？”This also means that we can arrange and reorganize these elements，Get a new "discovery"，Then defining new functional value and emotional value。

This permutation and combination，Or due to new technology conditions，Perception that user needs can be fulfilled by new solutions，Perhaps due 188bet app to competitors’ blind spots and users’ pain points，When we understand “Marketing offerings” in textbooks，Upgrading from simple “commodities” and “products” to “scenario solutions”，Our understanding of "value discovery" will also become richer。

2、“Electronics Show in Las Vegas，As a digital geek，Do you want to take a quick trip？New season of American TV series，Should fans book tickets early to attend a premiere？As a loyal fan of famous designers，At H&M before cross-border layout，Even if we queue up early in the morning，Also grab the limited edition of Rei Kawakubo。”

“This is the idea of ​​a community that puts people at the core。Business is forgetting business，Forget business，It’s about thinking about our relationship with our supporters。The user is no longer a user，But a supporter；Brands no longer focus on highlighting the functions of their products，Instead, it highlights its emotional resonance with the user。”

“Find your own subculture label，To build a WeChat public account，Go to Weibo、Zhihu、Douban、Nutshell、All new media matrix such as Tieba，Evolved from a product operator to a user operator，Only can we truly take the first step towards the mobile Internet。”——“Scene Revolution” P103

Ujian: This reminds me of some recent insights into guiding corporate self-media operations，According to my observation，In brand self-media，“Function-oriented” and “sales-oriented” plots are still mainstream，But there are alternatives。

For example，In Baidu Tieba，The operation style of a liquor brand - "Jiang Xiaobai" is very eye-catching，Here, things like “red wine or white wine”, “why choose white wine”, “wine’s function and cost-effectiveness”, etc. are never questions，Replace it with the lifestyle and emotional expression of young people: "After the college entrance examination，A sudden loss”、“The subway is so crowded，I feel so empty”、"One sentence to describe the relationship with your best friend that has faded" etc.。

All these casual expressions seem to be based on the emotional value of the brand，It is also connected to the functional value of the brand at the bottom - since "telling the truth after drinking" is a typical "scene" of drinking liquor，Simply "Life is simple，I am Jiang Xiaobai”，Show more opinions、What’s wrong with complaining？

This value expression strategy helps the brand build a quite powerful subculture circle。

Observation from SDi perspective: The formation of subculture circles depends on “expression”，It depends more on the brand’s “value interaction” strategy，Look at it from an emotional rather than a functional perspective，Can greatly extend the width of this "expression" and "interaction"，Can involve more UGC，It is also better to be in the boring jungle where "function" and "sales" are mixed，Increase the "visibility" of the brand。

3、“This is the most typical paradox of this era，Paradoxical but true: an explosion scene may mean insensitivity to a community with other characteristics、Indifferent、ignorable。As people generally summarize，This is a big era made up of everyone’s small times，Popular is more gridded。

In our world，Countless niche groups really exist，But it is not well known by the public。Like NFL Finals、Xiaomi or Smartisan press conference、The Champions League final between Barcelona and Juventus、"Game of Thrones" returns with a new season、Character setting of the game "Gu Jian Qi Tan"，Your screen swiping is not my loneliness。We saw some pretty spectacular fandoms，They are keen on their group attributes，To outside the group，But often ‘don’t hear what’s going on outside the window’。Of course there are national issues，But it is phenomenal，It’s just a phenomenon。”——“Scene Revolution” P09

Umi: Although "Scene Revolution" made the above insights，However, pursuing national issues is still the KPI used by many uninformed companies to measure marketing。Under this proposition，We forget that “sometimes silence is also an expression of brand personality。”Can’t tell the difference between “small but beautiful” and unknown。

Understand the popular gridding，Helps us sort out the right goals，No longer hope to "Say Hi" to everyone，But first find resonance in a small circle with a specific "attitude" and "tonality"。

Oh, not bad!

Most of the time，Our appreciation for hot ideas may only stop at this one，On top of praising the creativity itself，And the memory retention usually does not exceed 3 days，Even shorter。

Also，Wait a minute！Isn’t BMW’s core value “the joy of driving”?？When did it become “continuous exploration”？Now let us assume that BMW continues to successfully chase 10 hot spots，Then congratulations to the brand，After a series of gorgeous adventures with non-stop dazzling skills，You are probably nothing in the minds of consumers now。

Is this a consolidation of brand value or a breakdown?

We would rather see wonderful ideas like this，Used in situations consistent with brand “value discovery”。

Let the brand’s values ​​(ultimate value expression) enter the user’s mind，Inspire resonance，Create interaction，The emotional connection and spiritual experience that ultimately forms a group，This is what I understand inception (value implantation) to do，The starting point of this matter，Probably derived from what was mentioned in the book "Scene Revolution"，A real “scene” with “level of experience” and “details of experience”。

On the contrary, in hot spots, you often cannot see yourself clearly.