Question 1: What is scene consumption? The concept of scene consumption originates from the mobile phone application "Xi Zhiling", which is to let consumers enjoy customized consumption experience. For example, you want to take a special set of wedding photos, which are different from others, not the same makeup, posture and scene. Then go to the APP to find such a customized scene. Scene planning may have planned a travel photography and planned the route, which is interesting and cost-effective. In other words, scene consumption is to give you a consumption strategy, tell you how to spend your birthday, how to plan your wedding, and how to play parent-child activities, so as to make your consumption more humanized. ...

Question 2: What does the Internet scene mean? Scenario thinking, the focus of enterprises in the era of mobile Internet.

"Scenes" are everywhere, and there is a specific scene relationship between specific time, place and characters, which will produce different consumer markets when extended to the commercial field. Traditional e-commerce generally moves consumers' purchases from offline entities to online. However, in the era of mobile internet, the widespread application of smart devices has fragmented people's time, and consumers are no longer limited to mouse clicks on the PC side. Information permeates everywhere, and consumer behavior becomes mobile and decentralized. The interweaving of the virtual world and the real world makes it possible for any life scene (real or virtual) to be transformed into actual consumption ―― the market begins to change from the traditional price orientation to the scene orientation.

The mobile Internet has raised people's existence to an unprecedented height. The scene thinking brewed in this period pays attention to the user experience, and the product design pays more attention to the actual situation and consumption habits of users. Through the cross-border integration between industries and the community effect derived from it, the consumer market is gradually iterated to realize the sticky interaction between merchants and consumers. This breaks through the restriction that once the goods are produced and sold, the business activities will be terminated.

With the help of scene thinking, enterprises should think about a problem, how to keep consumers' long-term memories of their products and services in the fast-paced social life? Faced with different market divisions and numerous similar competitions, which is better, passively instilling scene memory or actively guiding scene recognition? Is it waiting for him or guiding the attack according to the situation? The market will always change with the times, and different scenarios will lead to different strategic choices. But no matter what kind of choice, as long as the enterprise adapts to local conditions and uses it properly, it is possible to harvest its own business ecology in the fierce market competition.

Personalized experience

Experience is an important factor to consider in situational thinking. Regardless of the marketing promotion of enterprises or the actual use of products, experience is always the first contact and concern of people. This is particularly prominent in the virtual network world. In traditional marketing, because the needs of most people are met, economies of scale dominate, individual consumption is restrained, and people have little choice of goods and services, so consumers are more sensitive to prices. Taobao, JD.COM and so on. Seize the opportunity to attract users with low-priced promotions, which is a typical feature of this period. With the development of mobile Internet and artificial intelligence technology, personalized customization becomes possible. With experience as the core, merchants drive instant interaction with customers, thus defining new categories and developing new markets. At this point, the user's willingness to consume is more determined by the experience of the consumption scene than by the price.

Cross-border integration

The fast-paced lifestyle makes people's work and rest more and more irregular. In addition to work, people will also be exposed to supermarkets, cafes, cinemas, gyms, parks and other scenes in a day. The influx of information makes people have no time to stop in the face of numerous market choices. It is conceivable that if an enterprise only displays a single message in marketing, no one will care, even if the propaganda words are exaggerated. With so much going on every day, who has time to watch this?

In the fierce market competition, how to make users pay attention to themselves and keep sticky is the focus of every business marketing. We know that the closer an enterprise is to consumers, the more likely it is to promote consumption, and the best way is to integrate into their lives. Since life is composed of a series of scenes, businesses should make use of scene thinking according to the situation, get out of the fixed online and offline sites in the past, make full use of fragmentation time, connect various life scenes in series, and stimulate people's consumption desire to the maximum extent.

Diversified network features make multi-point and multi-field connections between different industries, making cross-border integration and innovation possible. In Argentina, there is a case of NB: Ribeiro is a large-scale home appliance retailer, and its product promotion feature is to support installment payment. Its brand concept is to let consumers feel their daily expenses and buy a product with high cost performance. To this end, Ribeiro has implemented an interesting marketing plan: in cooperation with the taxi industry, a display with Ribeiro logo is installed on the back of the auxiliary seat of the taxi carriage, so that passengers can not only see the mileage on it, but also see the goods information of Ribeiro (when the displayed mileage reaches a certain value, the Ribeiro goods that can be purchased by the corresponding mileage will appear in the goods display column! In other words, through the concept replacement of different goods at the same price, tell the target users that the money usually spent by car is equal to the installment down payment of this product! Therefore, the image of goods becomes vivid, while the fragmentation of consumers ... >>

Question 3: What does the unlimited scene consumption deduction mean? Unlimited scene consumption deduction refers to "no consumption conditions or thresholds are set, as long as consumption is made, it can be deducted".

Question 4: In the scene marketing design, how to express the consumption scene with products? 1, text description: including product naming, advertising language and even core selling points; 2, pattern performance: including color, image, picture sense, etc. ; 3, the combination of graphics and text, content collocation, using words to promote the understanding of the picture, the picture shows the content that the text does not express. In the final analysis, products should be combined with consumers' life scenes and naturally related.

Question 5: What is the significance of consumer finance around Didi? Let's talk about my understanding

Question 6: What is the real consumption scene of Dianjinshi? The real consumption scene is to provide staged consumption services for young people across the country.

Question 7: What does it mean that the consumption times of ant flower buds exceed this scene? It means that the payee is the same, which exceeds the number of payments.

Suspected of cashing in flowers

Because there are flowers.

Change store consumption

If it is real shopping, searching for keywords will not be an exclusive operation.

Just spend it at another home.

Question 8: What does the unlimited scene coupon mean? Coupons are empty, and superficial discounts are not necessarily favorable. Merchants often raise prices first and then discount "concessions" to deceive people. The deduction coupon is more realistic, and it can also deduct the price reduction after bargaining; For details, please refer to the relevant policies and explanations of "Taizhou Mall" on "Cash Deduction Voucher".

Question 9: How to build the best scene of experiential consumption In today's era of experiential consumption, the relationship between merchants and consumers is undergoing unprecedented changes. Especially in large places, when more services are needed to provide customers, mobile experience becomes more and more important in customer participation, consumption and service. Customer trust and loyalty are very important to retailers. If customers can be retained for a longer period of time, even permanently, their purchasing decisions will be affected. By improving the mobile application experience, we can provide personalized recommendation based on location, guide consumption and leisure services, and let customers enjoy the first-class one-stop mobile experience.