Many brands are ineffective in the private sector. The first thing that comes to mind is that the promotion policy is not good and the product selection is not good. They immediately applied to the leader for a budget and planned to send more benefits to pull GMV up. However, the more you promote it, the harder it is to sell it, because regardless of the product category, users' cognition of the brand is just to do private domain through promotion, which will make users feel less and less. The more advanced private domain operation method should be to do private domain through scene strategy. First understand the basic needs of users and the characteristics of product categories, and then plant grass for users through the scene, so that users can convince themselves and improve the purchase and transformation of products. For example, the private operation project of beauty retail I did before diverted users to sales and undertook sales. According to the undertaking situation, users are stratified, and different types of users are tagged and pulled into the corresponding groups, and then corresponding actions are taken to reach and activate: the tags show customers who have purchased products, and they can be pulled into the exclusive group of makeup teaching, and a large number of makeup teaching videos are pushed through the exclusive group to plant grass products to stimulate users' needs. Users can see a blogger's beautiful makeup on video content, which can make her yearn for the blogger's beautiful makeup, and also want to make a set for herself, which will cause strong demand for products and then buy products. This is actually to create a scene to arouse the needs of users. The label shows that customers who have not purchased products can be drawn into the welfare exclusive group, and customers can place orders through brand membership days and holidays. Welfare scenes are not as attractive as grass scenes. But this is the inevitable choice of branding and refined operation, because there are a large number of brand users, and the products sold do not need enough decision-making costs. The essence behind it is to provide a prerequisite for us to find specific scenarios, because only by fully understanding users can we create the most suitable scenarios, so that users can generate demand and then place an order for purchase. Since scene marketing is so important, how to make a good scene marketing strategy and contribute to business growth? 0 1 Learn what a scene is first. For example, eating hot pot is a scene. When it comes to eating hot pot, you can easily think of a picture. Shopping outside with my good friends, I saw a hot pot restaurant, went in and ordered some beef tripe, beef sauce and hot pot must-eat drinks, and a table of people were happy to rinse the hot pot. There is time, place, people and action in this picture, just like a short story. Through this example, you can see that a scene is a specific thing that happened to someone at a certain time and place. When you have this case in your mind, I believe your concept of the scene will be much clearer. In the future, you can use scenes to think about many advertisements, business strategies and marketing games, and you can have a more unique perspective to understand his strategies. Because both the operation mode and marketing strategy are based on people's needs, the scene is the thinking form of demand concretization. Benefits of scenario strategy 2. 1 You can use scenario discovery requirements to find solutions to specific scenario pain points, thus expanding the functions of a single product and alleviating pain points. For example, enterprises selling furniture products mainly focus on high-end pillows. From the point of view of comfort, products such as Thai latex pillows are more suitable to make the neck comfortable. Under the premise of comfortable pillow, the pain points of specific use scenes are derived. Common pain points and solutions in pillow use are: there are many mites in the bed in daily life, and users are too lazy to wash them, bask in the quilt. Can be derived from an anti-mite pillow, using German high-density fine textile technology, specifically anti-mite; In families with pets, pets lose a lot of hair and their daily life is too dirty. You can create an easy-to-care, hairless pillow suitable for families with pets. Starting from the pain points of specific scenes and the needs of brand consumers, we can think of products specially adapted to solve the pain points. For example, we have done a private sector project for retail brand customers. There are hundreds of supermarkets under the line, and the daily traffic is very large. Under the premise that each customer has different characteristics (different age groups, different occupations, different living standards and different life preferences), how to judge the characteristics of supermarket passenger flow and do targeted operations? In fact, it is more difficult, so in the early stage, we will divide these people into a big category according to past experience, and try to find the scene that is the easiest to transform them through the characteristics of the big crowd. First, according to young people, middle-aged people and old people, find out the characteristics of different groups. Because of space reasons, we don't expand the characteristics of each group specifically, but simply talk about young people. Many young people are characterized by unplanned consumption, buying whatever they like and often taking part-time jobs. What scenes attract such people? The front-end offline storefront can introduce the discount gimmick of coupons into the community by checking out and entering the group first, and increase his consumption frequency with specific scenes in the community. Common community transformation scenarios: explosive product marketing, according to the top three products of hot-selling categories, explosive products are packaged and sold through 7.5-9 fold; Combine the common dishes on the dining table to create hot pot scenes and healthy soup scenes to quickly increase the customer unit price and gross profit; You can broadcast live through the video number and sell the best-selling fruits in the group. Use all available private domain scenarios to drive sales GMV growth.