One of the biggest insights of scene marketing is consumer insight. Consumer insight is divided into three parts, one is the insight into the structure of mainstream consumer groups, the other is the insight into the collective behavior characteristics of mainstream consumer groups, and the third is the insight into consumers' lifestyle. As we all know, the post-95 s and post-00 s will soon become the main force of social consumption, which is a change in the structure of mainstream consumer groups; The post-1995 s and post-1900 s are called Generation Z. Their characteristics are the supremacy of face value, staying at home (lazy economy), embarrassment (willingness to pay for the experience), stronger national pride and patriotism, and a soft spot for new domestic brands. These are the collective behavior characteristics of mainstream consumer groups. Entrepreneurs and traders in most enterprises know nothing about the above two changes, but pay insufficient attention to the third insight-the change of consumers' lifestyle. This change in consumers' lifestyle involves not only Generation Z, but also people from all walks of life in China. The main reason for the change of consumers' lifestyle is not only the progress of science and technology, but also the negative effects brought by repeated epidemics for three years. The lifestyle of consumers has changed. What changes have taken place in consumers' lifestyles? First, I am used to wearing masks, queuing nucleic acids, scanning health codes and reading travel codes; 1, there is no need to stay indoors, out of the community, out of the city, out of the province, and out of the country. 2. If the problem can be solved online, use less offline means. Such as shopping and socializing. 3. The amount of exercise and the means of healthy exercise have increased, and indoor and outdoor healthy exercise has become popular. Second, the way of information acquisition has changed. Two micro-shakes, Bi Li Bi Li and Little Red Book have become the first source of online information. 1, China people's information acquisition is shifting from traditional mainstream media (TV newspaper) and platform mainstream e-commerce to streaming media such as short video live broadcast rooms, and the penetration rate of these streaming media information is over 70%. In May 2022, Tik Tok lived 700 million times a day, and Tik Tok searched 550 million times a month, exceeding Baidu's search volume; In the first quarter of 2022, Aauto lived 598 million yuan a month and 346 million yuan a day; In 2022, the daily activity of video number exceeded 500 million; From June 5438 to June 2022 10, Xiaohongshu lived 200 million a month and 55 million a day, 72% of them were born after 1990, and 50% of the users were in first-and second-tier cities; In the first quarter of 2022, the monthly life was 294 million and the daily life was 79.4 million. 2. The more the market falls, the more active Tik Tok cars are. In the township market, it has become a habit for men, women and children to collectively brush Tik Tok and Aauto faster. There are fewer people watching TV, but more people brush Tik Tok and drive automatically. The penetration rate of Tik Tok in the same city has exceeded 37%, and almost one third of people are using Tik Tok. The penetration rate of township market is 67%, and almost one in every 1.5 people is using Tik Tok. 3. The interest of children and teenagers has changed from being addicted to animation and mobile games to being addicted to brushing Tik Tok, Aauto Quicker and Bi Li. Let parents play mobile phones when children come home from school. They can either brush Tik Tok cars faster, or watch blaring operas, variety shows and games. Communication between family and friends, telephone communication is becoming video communication. Due to the popularity of 5G traffic, residents are no longer worried about traffic charges, and video connection communication has become the mainstream communication mode for family and friends. 5. The total amount of online shopping has risen sharply and rapidly. In 2020, the total social consumer goods in China will be 39.2 trillion yuan, the e-commerce transaction volume (including cross-border e-commerce) will be 37.2 trillion yuan, and the domestic online retail sales (excluding Hong Kong, Macao and Taiwan) will be1/kloc-0.8 trillion yuan, which is expected to reach 17 trillion yuan by 2025. See the figure below: 6. Live e-commerce has become an important business format, and the transaction scale has risen rapidly. In 20 19, the scale of direct e-commerce was 451300 million yuan, in 2020 it was1156.6 billion yuan, in 20021949.4 billion yuan, and in 2022 it was predicted to be 2,854.8 billion yuan, with growth rates of 654.38 billion yuan respectively. See the figure below. Third, consumption is more rational and impulse consumption is greatly reduced. 1, online shopping and community shopping groups have become one of the forms of daily consumption; 2. The live room only placed the order on impulse, and regretted it after a few minutes. I quickly returned the order, and the return rate of the live room remained high. 3. Transition from pursuing the lowest price to high cost performance; Domestic flat body (cost-effective domestic brands replace foreign brands) has become the mainstream of consumption. 4, online and offline whole network price comparison, word of mouth, become the standard action before placing an order. With the change of physical business form, the lifestyle of consumers has changed, which is the biggest and most fundamental change. This change will lead to changes in business forms, communication modes and brand marketing methods. In short, the lifestyle of consumers has changed, and everything has to change with it. Convenient online shopping and offline social experience have become the mainstream lifestyle of China people. Anyone who can make a deal online likes to make a deal online (anyway, there is no reason to return the goods within 7 days, and the brand gives freight insurance). They go to offline stores just to enjoy their rights, experience their services and participate in social activities. At present, many formats that need offline experience, such as restaurants, hotels and cinemas, many people place orders online (one is cheap, the other is that they can return/change orders at any time) and then experience offline. Especially in the Z generation, TAs prefer to visit the brand's online channel stores on their mobile phones, rather than going to the pedestrian street or street shops to visit physical stores. Offline channels, TAs prefer to go to super-large shopping centers. After all, it can meet all the needs of life and entertainment. There are restaurants, entertainment, games, fitness, shopping, bookstores, beauty salons, leisure shopping, social learning and fun. In addition, live e-commerce has gradually become one of the mainstream business forms, and the business form of offline stores will undergo tremendous changes: first, the super shopping center in the city business circle will become the offline traffic depression of future business, and the community shopping center will usher in a wave of bankruptcy. In the past 10 years, real estate has been soaring, with 500 shopping centers opening every year, many of which are community-based shopping centers. Restricted by the surrounding traffic, it will be very difficult for the community shopping center to attract investment and operate, and it will usher in a wave of closure. Pedestrian streets and street shops in second, third, fourth and fifth tier cities will be greatly affected. Please look at the facts. In a prefecture-level city or county, if the business district is divided into several commercial centers, and all the new commercial centers have shopping centers, then the passenger flow of the pedestrian street and street specialty stores in the original prime location will drop day by day, making business more and more difficult. Where did everyone go? 50% of the traffic is online, 30% of the traffic goes to supermarkets, and the remaining 20% goes to pedestrian streets and street specialty stores. Moreover, a large number of offline peer stores are red-eyed in order to compete for these limited flows, and their performance and profits are naturally halved. Of course, if there is no super shopping center in a county, pedestrian streets and street shops will not be greatly affected, which is a natural diversion under the helpless choice of consumers. Once there is a super shopping center, the influence of pedestrian street and street shops will increase. Not all shopping centers are good, and shopping centers that are too remote and run by local people are generally unacceptable. Its investment and traffic utilization methods are not good, and it is impossible to siphon the passenger flow in the county. Third, in the future, street brand stores will evolve into new stores. The so-called new owner is the omni-channel change of store area, store function and marketing method. First, small stores have evolved into medium and large stores, expanding from 100 square meters to 300 square meters, which is either a flagship store of big brands or a comprehensive store with multiple brands. This is the change in area; Second, marketing methods are not limited to offline, but omni-channel integration of online and offline. The store will open a live broadcast room, with online traffic accounting for 50%. At the same time, it will start the operation of membership relations, which is a change in marketing means; Third, the functions of physical stores have changed significantly, and physical stores will become product service experience centers, member social places and on-site distribution bases. This is a change in the function of offline stores. Changes in communication methods 1. Online short video communication has become the mainstream mode of communication, and content ability has become the core. Whether it's two little shakes or little red books, beeps and public comments, content is the core competitiveness. Content team is an important organizational form of brand, and third-party organizations engaged in streaming media content creation will rise. Short video streaming media has become an important communication carrier for the rapid rise of small and medium-sized brands. Second, the effect of offline compulsory media communication will be weakened, but it will become an important auxiliary of communication. In the past, outdoor advertisements in high-speed railway station, airports, expressway, subways, buses and residential elevators were mandatory, and the advertising effect was good. Under the impact of short video, the effect is decreasing, but it is still irreplaceable. After all, the purpose of advertising is to prevent users from forgetting that advertising is a brand to enhance users' impression. Outdoor advertising is still the main battlefield of big brands. Changes in brand marketing model When the lifestyle of consumers has undergone major changes, it is not more difficult to be a brand, but simpler. Because the classic marketing theory has four elements, namely, product, price and channel, and promotion. These four elements are easier for entrepreneurs or small and medium-sized brands, not more difficult. First, what China lacks is not consumption power, but good products. This good product is product research and development innovation, including quality, technology, materials, value and service experience innovation. Although China's consumption is K-shaped, it doesn't need to sell good products. New consumer brands, such as Forest, Zhong, Sandun Half and Huaxi Zi, have all broken the original product research and development model, started with good products and implemented product innovation, which has achieved great success. Previous R&D model: We found that the market price of a product in the industry brought opportunities, and then calculated the channel cost, promotion cost and enterprise profit rate according to this retail price, and finally determined the product cost control. This is to be absolutely competitive in price. The shortcomings of this product research and development are: limited product quality, technology, materials, product value and service experience, and may have advantages in price, but the product is not excellent and consumers do not recognize it. The current R&D mode: first, make a portrait of the user to see how much the user knows about the existing products and what is the pain point of consumption. Then, by solving the pain point of the user, adapt to the user's cognition, develop new products regardless of the cost, and think about innovation from the aspects of the pain point of the user, technology, material combination, product value, cultural contact, etc., so that users can like the product first, and then determine the product price, and match the corresponding channels and promotion modes. Yuan Qi Forest's first product research and development is based on past price opportunities, and it is planned to put new products in the retail price belt of 5 yuan. It cost 6 million. After the new product came out, even the team members were reluctant to drink it. So Tang Binsen, the founder, asked to change the R&D model, do a good job of products first, not be limited by R&D costs, users don't like products, and all marketing and brand building are out of the question. The company must first develop a beverage that users love to drink, and they are not afraid of being fat, so bubble water with 0 fat, 0 sugar and 0 calories was born, which is favored by young people, and its performance in 2022 will exceed 65.438+000 billion yuan. Similarly, China, Sandun Half and China make great efforts in the research and development of good products, with the help of technological innovation (Sandun Half's cold extraction technology, China's flower carving art and Chinese ceramic tile modeling), consumer cognition (China's concept of keeping makeup with flowers, China's brand name's element cognition of China's hundred family names, Sandun Half's advanced instant coffee concept), and Yan value doctrine (such as the country of Zhong and China) is second, in the price factor. One is the stock product market. The retail price wins by the ultimate cost performance, and the brand earns money by the industrial chain; First, the incremental market, the retail price depends on product innovation or scene experience to win, and brands make money with good products. For example, the perfect diary of beauty brand is invincible in the price range of 50- 100 yuan; The new tea brand Mi Xue Bing Cheng swept the suburbs of first-and second-tier cities/primary and secondary school students' markets and the huge sinking market of the 345th line at a price below 10 yuan; For example, with product innovation, the price tag in China is 10-60 yuan price band, which can not only impact the market of Haagen-Dazs, but also erode the market share of traditional ice cream brands such as Mengniu and Heluxue. For example, the e-sports hotel located in the Z generation, the Beijing Palace Banquet cultural catering located in the national tide cultural experience, the lakeview entertainment hot pot all over the country, and the newly emerging camping consumption all gained huge traffic and high gross profit margin by virtue of the scene experience. Third, the channel will no longer be divided into online and offline, but omni-channel integration, and omni-channel new retail is standard. Emphasis will be placed on online and offline channel functions. 1, online channels and offline channels are the main battlefields of sales. As for which channel is dominant and which channel is complementary, it depends on the positioning of the industry and brand products. Gao Xue and Sandun are mainly online channels, supplemented by offline channels; Yuan Qi Forest and Honey Snow Ice City mainly rely on offline channels, supplemented by online channels. 2. Traditional brands, due to the huge scale of offline channels, the focus of their online channels is to drain and plant grass, and the focus of offline channels is on member experience and customer maintenance. 3. The new consumer brand, member experience and customer maintenance will be mainly online, supplemented by offline. Online means include member communities, apps, applets, and fan groups, while offline means are core stores and city fan clubs. 4. At present, the live e-commerce channel will be a new channel bonus for new brands and small and medium-sized brands. After all, social media such as Tik Tok, Video Number, Aauto Quicker and Xiaohongshu have just explored closed-loop services, and the traffic cost is low. New brands and small and medium-sized brands can only rise rapidly at low cost with the help of social media and live e-commerce channels. Fourthly, the effective means of brand promotion are the matrix planting of short video streaming media and the creation of private domain traffic pool. The cost of creating brands for small and medium-sized enterprises is not higher, but lower. 1. With the help of social media, it is not more difficult to create a brand of a new enterprise, but easier. In the era of mobile Internet, branding is not more difficult, but easier. I used to go to CCTV and do various marketing activities. I didn't dare to create a brand without tens of millions of funds. Now you get thousands of little red books first, then thousands of Tik Tok topics, and then 2000 beeps. With these contents, almost all consumers know about you. At a sharing meeting in Shanghai, the founder said that in the two weeks of 20 18, 5,500 little red books were printed, which was the process from 0 to 1, and the brand was established immediately. Then find someone who has the goods in his head to sell the goods together, which is the process from 1 to 10. Finally, find a well-known brand to open an offline store across the border, from 10 to 100. 2. The best path for the rise of new brands is online short video streaming, creating topics, and private domain maintenance is the core. Perfect Diary has 65.438+36 billion topic searches in Tik Tok, 99 beauty columns in Bi Li, 360,000 notes in Little Red Book and 48 million fans in small programs. 3, the new brand should learn to cross-border well-known brands, KOL, KOC, amateur comprehensive goods. When China rose, it began to cooperate with KOL and KOC, which exceeded 1000, and promoted it in an all-round way, transferring 60% of the live broadcast profits to KOL and KOC, with average effect; Later, it cooperated fully with Li Jiaqi and transferred 100% of the live broadcast profit to Li Jiaqi, which became an instant hit.