It's been nearly a month and a half since I last finished writing a book review, and I haven't written a book review yet. On the one hand, my previous high-intensity and high-density reading and writing caused me to be too tired and need to rest for a while. Secondly, the situational methodology of business books I choose is really too difficult for a person who has never had work experience and field research in this field.

It's not that the theory here is complicated and difficult to understand, but just like a person who has never swam, he read a book about swimming theory. Even if a landlubber learns swimming theory thoroughly, can he really learn to swim as long as he never resists going into the water?

However, this book is not about swimming after all, and it may be an inevitable problem for people who want to step into the business field. Even if they didn't consciously think about it, I'm afraid they were already in it and didn't know it.

Because of this, we can change our role through this book, not only as consumers immersed in the consumption scene, but from the perspective of businessmen to think about what this scene is all about.

Back to this book, as its name implies, this book naturally refers to the hot word "scene" in Internet commerce, but according to this book, this word is actually related to the popularity of the word "scene marketing" proposed by Sales and Marketing magazine 20 1 1. I first heard this concept from the book Scene Revolution written by Mr. Wu Sheng, the founder of scene creation, but after all, it has not been studied systematically. So after hearing a lot of high-end concepts, I am also at a loss. However, there are not many high-end concepts in this book. Very grounded, explaining in detail how the word "scene" is applied in business.

However, when I read this book, I also faced some confusion. The biggest one is that I don't know what a scene is yet. Most of the words given in the book are composed of the word scene and other business terms, such as scene marketing, scene manufacturing, scene insight, scene experience and so on. So when I discuss this book, I will start by understanding what a scene is.

The word "scene" originally refers to scenes in movies, TV series, novels or plays, or generally refers to scenes. For example, there is a scene in The Journey to the West where the Monkey King is crushed under Wuzhishan Mountain. Therefore, I understand the scene as a picture conceived in my mind, consciously designed and created. Of course, this is only my personal understanding, which remains to be discussed. But at least we have a basic definition of the word and know what the scene we are going to talk about.

After defining what a scene is, let's go further into this book and see how the two authors of this book, Mr. Cui Degan and Ms. Peng Chunyu, have penetrated the scene into all aspects of business society step by step, opening up a new dimension for us to understand business.

Opening the contents of this book, we can see that it is only divided into five chapters, but three of them belong to methodology, and from the preface of this book, we can see that most of the contents belong to the level of "law" and "technique", that is, the level of method+skill, and rarely mention the level of principle. After all, this book is about methodology.

But there are as many as five chapters in this book, which is probably one of the few books I have read before. On the one hand, this section can help us understand the content of each section more concretely and subtly, but on the other hand, it also increases my cognitive burden, which makes me easily lose my way in this complicated checkpoint, a bit like turning a maze. Its appearance is a surprise, but if it doesn't appear, it will be a tragedy.

However, I also thought of a more interesting way, that is, we should explore the answers in the book according to the questions. As long as you firmly grasp the problems related to the scene, you can naturally grasp what you want without getting lost in it.

Let's start with the first chapter. The first chapter mentions the times, scenes and social currency. I think we may have a few questions based on this name and what is discussed in the book. First, what is the relationship between time and scene? Or what is the relationship between the three? Second, what is social currency and what does it have to do with the scene?

Let's look at the first question. In the first chapter, the book mentions that five major changes have taken place in this era, which are closely related to the scene. First, consumer sovereignty, that is, users have the greatest power, but what does it have to do with the scene? Then we may have to make an inappropriate analogy, that is, we will build a scene in which ancient eunuchs serve the emperor. The user is the emperor, who is a eunuch from a businessman. How can the service be good, and users will be satisfied, retained and active? This is a service scenario. Think about it. After that, I will cite the case of Haidilao, and I will briefly understand one or two here.

Second, the four roles of consumers, self-media, production participation, spokesperson and consumer, are relatively simple. Simply speaking, consumers, the so-called consumers, whether they are spending or operating, are actually merchants giving profits to consumers, so that consumers can help promote marketing accurately. So what does this have to do with the scene? Enterprises can build corresponding scenarios to meet the above four roles played by consumers, such as: consumers, enterprises can build a profit sharing mechanism for consumers to promote a person, so how much can this consumer be divided into?

Third, new lifestyles and new consumption habits. For the new lifestyle, the most important thing is to bask in a circle of friends or play live. Now that this is discovered, enterprises should be able to design a consumption scene that can cause self-propagation offline, so that users can advertise themselves. What is the cost performance? The new consumption habits are personalization and experience. How to satisfy personalization, how to let customers come in for an experience, and have a feeling of not wanting to leave, even if they want to leave, they want to come again? This is also a scene that can be designed offline.

Fourth, from product supply chain to customer demand chain. This is also because of the above-mentioned points, consumer sovereignty, personalized experience and other reasons, enterprises have to do so. Providing services around customer needs, the enterprise will cross the border. The so-called cross-border means not only doing your own job, but also doing things in other industries. For example, Xibei Youmian Village in the book has designed a scene of parent-child private kitchen class according to the needs of customers.

Fifth, it is network channels and personal agents. In fact, the personal understanding here is that generally everyone has a mobile phone, and most scenes in life are playing with mobile phones. At this time, an e-commerce platform, such as the Xiaomi store mentioned in the book, allows you to open a store as long as you have a mobile phone, regardless of production and logistics. , just sell it honestly. Then everyone is not just a point on the internet, he is a channel for purchasing goods, and he is a personal agent.

This is the relationship between the five changes mentioned in the book and the scene. As for the relationship between the times and social money, we have to answer the second question first. What is social currency? What does it have to do with the scene and times?

In the book, there is a definition of social currency. "If what you share can improve your value in the eyes of others, then this content will be bought from the outside world like money and will impress you." Simply put, sharing high-value content is like showing off your wealth, and you can pretend to be B.

The author of this book is very interesting. It also summarizes several common social currencies, such as speaking currency, expression currency, value currency, image currency and showing off wealth currency. This word is not difficult to understand, so what does it have to do with the scene? That is, businessmen should design a scene, create high-quality content, and then let customers install it well.

For example, the book cites a case of a jewelry store designing a grand wedding, saying that letting the groom give the bride a golden rice bowl means that she will have nothing to worry about for the rest of her life, and letting the bride give the groom a pair of golden chopsticks means creating together all her life and enjoying it in pairs.

The shopkeeper carefully designed this scene and made a good wedding content to satisfy their show off their wealth. Therefore, in this era, everyone has a little spare money, a little free time to enjoy, a little leisure, and can borrow the Internet to express their demands, so the scene naturally changes and various social currencies naturally appear.

We then look at the second chapter, the second chapter, scene experience and community marketing. What is the scene experience? How to build a scene experience? What is community marketing? How to establish community marketing? How does the scene empower production, products, prices, channels and promotion? And what is the principle of creating scenario solutions?

Let's discuss the first question first. What is the scene experience? The book gives a very professional but lengthy definition, "With the help of space, ceremony and culture, set a specific scene, give users full material and spiritual experience, arouse users' awareness of product value, attract users to complete consumption, and make users actively participate in brand activities and brand communication, thus triggering a new round of consumption and communication. "

To put it simply, for example, I went to McDonald's to eat and found that the environment was really good, and the surrounding wallpaper gave people a very comfortable feeling. I ate a little fried chicken and felt delicious. I quickly sent a wave of friends, and by the way, I saw that the activities of members were registered on the dinner paper, which could be discounted. I hurried to attend and invited my friend A Jun to attend.

Then the simple process I described is the experience problems that may be encountered in the consumption scene when entering McDonald's stores. How can we create a good scene experience? This actually involves the methodology of scene manufacturing, which will be discussed in detail there. Let's have a brief understanding first.

Second, what is community marketing? The book mentioned: "Organize users to make contributions on a large scale in the form of community organization, either to cultivate users into fans or to cultivate users into friends." So how did you do it? In fact, it involves the 4p theory in marketing, that is, product, price, channel and promotion. This is just the author's understanding of community marketing, which expands the connotation of 4p.

For example, an element called experience is added to the product, like the copy of baijiu Jiang: a person's walking range is his world. In terms of price, considering the product premium that may be realized in various scenarios, such as the popular online drama Chen Qing, the first row of tickets was fired to 1.5 million after the curtain call, which is the added value of products brought by the scenario.

In terms of channels, the elements of connection are added, that is, where to connect to users the fastest, or how to connect to a large number of users the fastest, how to connect to manufacturers, retailers and so on, all of which must be considered. Finally, in the promotion of this piece, considering the value contribution, it is to create a scene for consumers to actively spread and participate, and everyone will join in.

Of course, the above is just a simple discussion of the method. The more specific method depends on the three methodologies mentioned later: scene insight, scene price and scene manufacturing.

There are two important questions in this second chapter, that is, how to empower the scene? And what is the principle of scene solving? Let's take a look at scene empowerment. In the scene empowerment production, we can start from two angles. First, reforming the production line and establishing a C2M personalized production platform means that the factory can quickly meet and respond to the personalized needs of users, which is more suitable for large enterprises.

Second, the standard changes into individuality, such as: producing semi-finished products, embedding copywriting that reflects the user's personality expression in the packaging, and also embedding IP. Let me explain IP (intellectual property in the traditional sense), which can now refer to creativity, stories, concepts, people, etc. ) I like the copy of liquor Jiang Xiaobai: A person's walking range is his world, which is suitable for small and medium-sized enterprises.

Second, empower products. On the one hand, the classic IP is restored by products to realize the exclusiveness of IP. For example, cartoon characters in Disneyland. On the other hand, products solve pain points+brand word-of-mouth endorsement. For example, according to the scene pain points when users use the patch panel, a patch panel with usb entrance and protection mechanism is made to prevent children's fingers from getting an electric shock.

Third, empowerment channels. It is necessary to restore the scenes used and manufactured at the place of sale. For example, Tik Tok sells beef, shows how it is produced, and you can taste freshly baked steak for free, and so on.

Third, empower the terminal, how to drain at low cost and increase customer stickiness. In low-cost drainage, this piece is mainly to show special scenes or invite users to experience, but to increase the user's stickiness, we should also mention the content scene superposition behind, which will be discussed in detail later.

Fourth, empower and promote. Is how to let customers actively spread and promote it? On the one hand, it depends on emotional value, on the other hand, it borrows hot spots. For example, the emotional value, the design of selling jewelry, a big-screen marriage proposal ceremony, everyone looks very strange, take a photo and send it to a circle of friends. The above is the answer to scene empowerment.

Let's discuss the principle of scenario solving again. This is very simple. There is a formula that we can apply directly. Specific scene+product+props = new experience. For example, the Durex shoe protection artifact mentioned in the book can be applied: rainy day (specific scene)+Durex (product)+shoes (props) = shoe protection artifact. This can be disassembled and analyzed by borrowing this formula.

We then enter the third chapter of the book, which is the first methodology of the three major methodologies in the book, the scene insight methodology. To put it simply, we can realize scene insight from three aspects: micro, meso and macro, and add an IBCD gadget to make a choice. Let's see what this gadget is first. That is, there are four coordinate systems: I is the industry coordinate, B is the brand coordinate, C is the customer coordinate, and D is the demand coordinate, as shown in the following four small figures.

After figuring out this gadget, let's take a look at how these three insights came into being. First of all, let's look at micro-views. To put it simply, it is to find points online, follow the trail, find scene display points and provide scene solutions from the aspects of users' working methods, production scenes, consumption habits, lifestyles and consumption patterns.

For example, the core scene of Gaode map mentioned in the book is travel and decision-making, and the scene logic of travel route can be summarized as three: location, road and mode. Therefore, according to the three types of scenes that users need to travel, Gaode Map carries out microscopic insights from line to point, and then copies these scenes from point to line to APP, and we have the Gaode map we see.

Let's look at the epiphany from the middle, which is called combining two sides to make a meat sandwich. Two sides refers to considering both sides of products and users. Meat is a product, and the formula is product surface+scene+user surface = product value. Specifically, it can be divided into two categories, one is called first user, then product, and the other is called first product, then user.

Look at the user first, then look at the product, this kind. It is to first understand the consumption scenes, habits and unresolved pain points of the client, and then look at the brand positioning and value of the product. In view of these two points, we designed a scene to match these two points. For example: the case of Jiang. Product surface (small bottle, kaoliang spirit, packaging copy)+scene (small meal, small party)+user surface (taste, fashion, expression) = social wine = Jiang Xiaojiu (to solve social needs)

Look again, products come first, users come second. Look at the case of Tiantian Nut. Product Flour Nuts (Nutrition)+Dried Fruits (Delicious)+Scenes (Reducing Weight, Alleviating Hunger and Preventing Sub-health)+User Flour (Food+Health+Nutrition) = Healthy Snacks = Daily Nuts (Solving the Pain Point of the Contradictions between Food and Obesity and Sub-health).

Let's take a look at the macro insight, which is called slave chain and value anchoring. We mainly look at three chains, product research and development chain, product supply chain and customer relationship chain. For example, the case of product development chain is relatively pure.

Let's see how this enterprise does it. It is mentioned in the book that "Pure Clothes Group will organize more than 400 independent fashion designers nationwide to do research and development (B2C). After proofing the designer's work, the designer will take the sample (C2B) to stores all over the country to communicate with local consumers and learn about the personality, needs and suggestions of young consumers everywhere (C2C).

Pure design industrial R&D chain scenario solution: factory (pure)+product creativity (designer)+market research (consumer) = pure product R&D chain. "In fact, pure enterprise, said to be the main R&D chain, actually solved the problem of supply chain and customer relationship chain, such as consulting customers in stores, that is, playing customer relationship chain.

We are looking at the fourth chapter, the second of the three methods, the scenario price method. Here are a few questions. 1. What is the scene price? Second, how to build the scene price? Third, how to measure the price of the scene?

First of all, what is the scene price? This scenario price actually evolved from cost price and psychological price. The so-called cost price is the sum of production cost, transportation cost, gross profit and retail sales. Psychological price is how much you are willing to pay considering the actual cost.

However, this strict distinction and definition from the scene price is not pointed out in the book. I think the scene price is more like an upgraded version of the psychological price, but it is actually a psychological problem. There is a clear explanation of the scene price in the book. Scene price = cost price+scene value point (raw materials, technology, quality, function, culture, story, IP, mood, interest, friendship, instant satisfaction, etc. ).

Second, how to build the scene price? Mainly grab the value point, shape the channel value point, find the right identity point and feel happy. The so-called channel value points, such as passenger stations that provide catering services. Identify points, such as Hanfu.

The sense of pleasure is another formula: product+scene topic × value point, for example: cake shop designs an activity, cake (product)+panda (scene topic) × ritual sense = guest sense of pleasure. For customers' birthdays, let employees dress up as pandas to send birthday wishes, plus a birthday greeting ceremony.

Third, how to measure the price of the scene? There is also a formula here: scene pricing basis = cost price+added value of scene (scene cost × brand awareness× customer demand), scene cost refers to the cost of materials or labor required to make a scene, brand awareness refers to brand awareness and influence according to (100%), and customer demand can be divided into three levels: 1 demand.

We read a case in the book to learn more: the on-site price of "Starlight Jewelry Hefei Store" was approved, and customers who buy carats enjoy this service free of charge, while customers who don't buy carats need to pay 999 yuan to enjoy this service. 999 yuan is the on-site price of the ceremony service.

Scene price basis = curtain wall subtitle customization 200 yuan/time (cost price)+scene added value scene cost (set materials, employee subsidies) 200 yuan/time × 1 (brand awareness 100%)×3 (customer desire) =800 yuan/time, and the price is for 99 yuan to pursue good meaning. "

Finally, let's look at the fifth chapter, which is the last methodology, scene manufacturing methodology. There are several problems in this. What are the scene manufacturing methods? How to apply it specifically? What is the method of heart-building? In this chapter, we focus on solving these problems.

Let's see what scene manufacturing methods are available first. Four methodologies, namely scene duplication, scene participation, scene grafting and scene superposition, are discussed in detail here.

Let me briefly explain these four definitions. Scene copying is to copy a scene in life directly into the scene design of commercial designers, such as the parent-child private kitchen in Xibei Xiaomian Village mentioned earlier. Scene participation is very simple, that is, recently designing an activity for users to play games or participate in production, such as cake shops for users to design their own shapes and so on.

Scene grafting is to graft some stories, characters, symbols and emotions into the packaging or design of products. For example, the copy mentioned by Jiang earlier. Scene superposition is actually a scene flow, that is, the scene flows like water, from online to offline, one after another, without stopping at all.

Let's take a look at how to apply it. I only specifically talk about scene grafting and scene superposition, because the other two concepts are relatively simple. For scene grafting, physical grafting can be carried out, such as Jiang's copy; It can also be a virtual grafting, such as: offline payment scenario-online Alipay, or it can be considered from three angles: point, line and surface. There are not many examples here.

Scenes are superimposed, such as: the king of children, starting from maternal and child products, online and offline organic links to create a comprehensive store, covering commodity retail, children's play, early education training, postpartum recovery, children's photography, children's insurance and other new products and services.

After the application method, let's look at the last question in this chapter, the method of scene manufacturing? Personally understand a sentence and dig deep into the scene flow. Specifically, it is to study four aspects. First restore the details of the scene, such as: Haidilao (there are rest scenes such as manicure, shoeshine and fruit snacks when entering the store; Provide spectacle cloth, apron, Lamian Noodles performance and other dining service scenes when dining; There are also other service scenes such as delivering fruits and vegetables after meals).

Second, the matching degree between product scenes and channels, popcorn and movies. Third, the optional costs in the scene, such as various alternative cost schemes provided by Gaode Map. Fourth, measure indicators, emotional output, experience and connection quality.

Let me briefly explain that the quality of the connection refers to whether the product has hit the target user, whether he is interested and so on. This reminds me that some college students buy tickets for entrepreneurs to attend classes in the circle of friends, which is obviously a reflection of the low quality of contacts.

After writing for so long, I finally managed to discuss what I thought was important. Although there are many wonderful places in the book, I didn't cover them. For example, the enterprise cases cited in the book are leaders from all walks of life, but it is impossible for individuals to cover everything when discussing a book. This is not only the limitation of personal reading, but also the reason for others to teach themselves. For this book, from the perspective of businessmen, we can review and iterate our business strategies.