在互联网时代，只要有场景，就自带流量。 现在品牌之难，就在于它即使有钱也没处花。即使花钱，传播量级也不够。 但是，也有柳暗花明之处。小试场景营销，发现即使是不那么知名的企业，并没有怎么花钱，通过场景 营销也能在很短时间内取得不错的业绩。 因为场景自带强大的传播基因，或者说场景自带流量。场景营销的认知效率之高，接近美国营销大师唐 ·舒尔茨提出的近乎理想化的整合营销传播 （IMC）。 商业的极简结构是企业战略咨询师施炜提出的认知、交易和关系三位一体。所有的商业活动，都可以纳 入上述三位一体的结构中。 口碑是认知，品牌是认知， IP（知识产权）是认知，UGC（用户生成内容）是认知，一切传播商业价 值的活动都是认知。这是本文讲的重点。 线下渠道是交易，电商是交易，即时零售是交易。一切让用户便利获得产品或服务的方式都是交易。 关系在商业中的价值，就是信任背书。历史形成的人际关系，有利于商业活动获得信任背书，降低交易 成本。同时，关系背书有助于降低认知成本。 如果说上述商业结构有一个起点的话，那就是认知。因为有认知，所以有交易；因为有交易，所以建立 了关系，包括线上关系、线下关系、社群关系。认知、交易和关系都可以建立在三 ...

对此，今年8月-9月，巨量引擎携手雪花啤酒，以其旗下的经典老雪为核心产品，发起了一场"全国巡烤"主题营销活动，通过"地域化传播铺心智、明星活动 收流量、渠道转化促销量"的整合营销链路，将"烧烤配老雪"及背后的"老友社交"深度关联，打造全民消费记忆点，实现了双话题曝光量突破4.1亿，互动量 破千万，终端店团餐销量环比大幅提升，为品牌后续持续拓展市场筑牢了根基。 01 "一城一特色"引爆全域声量，夯实"烧烤局专属搭子"心智 当下，烧烤场景的营销正面临同质化挑战。部分品牌或依赖"全国统一广告投放"，导致内容与地域消费习惯脱节，传播难以触动人心；或局限于"单点门店 促销"，难以形成规模化声量，最终陷入"投了钱没认知，有认知没转化"的恶性循环。 这一困局的本质，在于品牌忽视了烧烤场景的地域属性与生意逻辑的绑定。烧烤不仅是消费行为，更是地域文化的载体，而消费者对啤酒的选择，实际上是 对地域烧烤体验的配套需求。经典老雪的破局点，在于抓住了"地域文化差异"这一核心，将 "烧烤配老雪" 的心智植入，转化为一场 "一城一特色" 的文化共 鸣。通过"本地达人深度联动+线上话题创新互动"的组合策略，进行区域市场的深度渗透，不仅为品牌 ...

# B i g N e w s # 整 理 ｜彭 倩 全球咖啡连锁品牌大变局，贝恩资本或竞购 Costa 这也是全球经济变化的一个缩影。适时出售，是面对激烈市场竞争的国际品牌不得不做的战略调整， 对买方而言则是好的抄底机会。 麦当劳拟4年内新增1万家店，将反超蜜雪冰城 麦当劳想重当全球餐饮连锁老大。近期，彭博指麦当劳计划在四年内新增近1万家门店，使全球门店 总数达到约5万家。 凭着 "哪都能开" 的渗透力，蜜雪冰城在2024年底以46479家的门店数超过麦当劳(43477家),成了 全球门店数第一的餐饮连锁企业。在中国许多城市，一条几百米的街上至少有2-3家蜜雪冰城，店铺 可大可小，占据一条街的金角银边草肚皮，哪怕店的门牌小到只有雪王 logo 并且只能勉强写下一 个"蜜"，这家店也能开起来。 星巴克曾经的劲敌，Costa 也要卖了。 今年暑期，英国天空新闻（Sky News）曾披露：可口可乐公司正在与投资银行Lazard合作，评估出 售 Costa 咖啡，已与私募股权投资机构进行初步接触。随后，收购方的名单不断更新，如今贝恩资 本是新加入的成员。 Costa 由两兄弟布鲁诺·科斯塔（Bruno Costa） ...

这一困局的本质，在于品牌忽视了烧烤场景的地域属性与生意逻辑的绑定。烧烤不仅是消费行为，更是地域文化的载体，而消费者对啤酒的选择，实际上 是对地域烧烤体验的配套需求。经典老雪的破局点，在于抓住了"地域文化差异"这一核心，将 "烧烤配老雪" 的心智植入，转化为一场 "一城一特色" 的文 化共鸣。通过"本地达人深度联动+线上话题创新互动"的组合策略，进行区域市场的深度渗透，不仅为品牌在烧烤消费赛道抢占了先机，更全方位提升了 品牌的声量与影响力。 ① 本地头部达人领航，多元内容实现心智高效渗透 经典老雪以城市烧烤文化为独特切入点，联动@李炮儿、@戈优、@冬冬和37、@粘苞米糊糊、@酱油白米饭 5位极具影响力的本地原生头部达人化身"主 烤官"，定点沈阳、成都、杭州、济南、洛阳五大特色城市，设置赶烤接力。这类达人不仅熟知本地烧烤店的"隐藏菜单"，能带领消费者探寻最地道、最 独特的烧烤美味，更懂本地消费者的语言习惯，用更接地气的表达拉近品牌与消费者的距离。 夏日的夜晚，总少不了啤酒与烧烤的烟火气。对于当下的年轻人而言，"撸串配啤酒"已经成为一种释放压力、增进社交的固定仪式——在忙碌的工作之 余，约上三五好友，围坐在烧烤摊前 ...

Core Insights - JD Supermarket celebrated its 11th anniversary in Beijing, gathering over 400 representatives from the fast-moving consumer goods (FMCG) industry to discuss new trends and opportunities in retail [1] - Coca-Cola's collaboration with JD has lasted for 14 years, with JD being a crucial partner in understanding Chinese consumers and driving localized innovation [1] Group 1: Strategic Collaboration - Gilles Leclerc emphasized that the partnership will deepen in three areas: scenario marketing, data-driven strategies, and a comprehensive ecosystem [3] - In scenario marketing, the focus will be on creating impactful brand activities around major national events like the Spring Festival and FIFA, leveraging JD's PLUS membership system to enhance customer loyalty and repurchase rates [3] - The data-driven approach will utilize JD's real-time data insights and AI technology to predict consumer demand and improve business decision-making efficiency [3] Group 2: Ecosystem Development - The collaboration will extend beyond online retail into areas like instant delivery and dining, enhancing channel coverage and consumer reach [5] - Gilles Leclerc expressed confidence in JD Supermarket's user-centric approach and its retail innovation capabilities, aiming to provide consumers with a more convenient and personalized experience [6] - The deepened strategic cooperation between JD Supermarket and Coca-Cola sets a benchmark for collaboration between FMCG brands and retail platforms, promoting sustainable growth in a complex market environment [6]

Core Viewpoint - The article emphasizes the importance of understanding the concept of "scenarios" in marketing, defining it as a combination of accompanying conditions and tasks to be completed, which influences consumer behavior and decision-making [12][14]. Group 1: Definition and Importance of Scenarios - Scenarios are defined as the specific time and place in which consumers engage in activities, such as media consumption or shopping [1]. - The concept of scenarios has been misused in marketing, leading to a dilution of its theoretical value [2]. - The mainstream interpretation of scenarios in recent years aligns with the "Jobs To Be Done" (JTBD) theory, which focuses on understanding consumer needs based on tasks they aim to complete [3][4]. Group 2: Tasks and Consumer Behavior - Consumers purchase products to complete specific tasks in their lives, and businesses should innovate based on these tasks [4][7]. - The transition from focusing on products to understanding the underlying tasks consumers want to accomplish is crucial for effective marketing [8][56]. - Understanding the context in which tasks arise, including time and social conditions, is essential for identifying consumer needs [12][14]. Group 3: Social and Temporal Conditions - Scenarios consist of hard boundaries (temporal and spatial conditions) and soft constraints (social conditions) that shape consumer behavior [15][24]. - The example of breakfast choices illustrates how time constraints influence consumer decisions, prioritizing convenience over taste [16]. - Social conditions dictate how consumers approach dining experiences, with different expectations based on the context, such as family gatherings or business meetings [32][39]. Group 4: Case Study of Xibei - Xibei has successfully redefined its brand by focusing on family dining scenarios, particularly through the introduction of children's meals [66][72]. - The brand's marketing strategy emphasizes creating a complete solution for family dining, integrating product offerings, service, and user experience [74][97]. - Xibei's approach has led to significant consumer engagement, with over 640 million children served and a strong association with family dining experiences [73][98].

Core Viewpoint - Wahaha is leveraging a partnership with Xiaomi to market its iced tea through television advertising, aiming to break into a market dominated by major players like Master Kong and Uni-President, which hold nearly 80% of the market share in 2024 [1][2][3] Group 1: Market Dynamics - The iced tea market is highly mature with intense competition, primarily led by Master Kong and Uni-President, making it difficult for new entrants like Wahaha to gain significant market share [1][2] - The core challenge for Wahaha lies in the established distribution networks of the leading brands, which create formidable channel barriers that are hard to overcome [2][3] - Consumer habits have been shaped by the dominance of these two brands, making it challenging for Wahaha to shift brand perception and gain traction in the market [3][8] Group 2: Strategic Shift - Wahaha's strategy involves bypassing traditional retail competition by focusing on "scene marketing," targeting new consumption scenarios rather than direct shelf competition [8][9] - The partnership with Xiaomi aims to capitalize on the "family viewing" experience during major sports events, creating a new marketing channel that has not been fully exploited [12][18] - By integrating its brand with popular events, Wahaha seeks to establish a strong emotional connection with consumers, enhancing brand recognition and loyalty [10][12] Group 3: Marketing Effectiveness - The collaboration with Xiaomi allows Wahaha to utilize the high engagement of family screens, which are perceived as more trustworthy compared to mobile ads, thus enhancing brand credibility [15][17] - The marketing strategy focuses on creating a full-loop operation from brand exposure to consumer conversion, leveraging Xiaomi's ecosystem to facilitate direct purchases [13][18] - This approach not only aims to increase brand visibility but also to foster a habitual consumption pattern of Wahaha products in home settings [18][20]

Core Insights - The report highlights the resilience and growth potential of China's perfume and fragrance industry, driven by policy stimulation and internal growth, with significant opportunities emerging in lower-tier cities [10][12][13]. Group 1: Market Overview - The Chinese fragrance market is experiencing a transformation from transactional purchasing to value resonance consumption, emphasizing emotional value and cultural identity [10][23]. - Lower-tier cities are becoming new growth engines, showing higher consumption expenditure growth compared to first-tier cities, indicating a shift in consumer behavior and expectations [10][29]. - The market is characterized by a dual trend of international brands localizing and Chinese brands globalizing, with both adapting to local tastes and cultural narratives [10][31]. Group 2: Consumer Behavior - There is an expansion of interest groups, with over 170 million users on platforms like Xiaohongshu showing interest in fragrances, and more than 40% of consumers selecting scents based on specific scenarios [2][3]. - Male consumers and young consumers in lower-tier cities represent a significant growth opportunity, with male consumption rising to 40.1% [2][3]. - Consumers are increasingly aware of the emotional and cultural significance of fragrances, moving from brand origin recognition to psychological needs [2][3]. Group 3: Product and Channel Dynamics - The product landscape is shifting from single sensory consumption to multi-scenario and emotional expression, with the rise of "addictive scent notes" and the integration of AI in product development [2][3]. - Online and offline channels are coexisting dynamically, with online platforms focusing on content dissemination and conversion, while offline channels serve as core high-end consumption spaces [2][3]. - Different cities require differentiated channel strategies, with international brands focusing on first-tier offline markets and Chinese brands penetrating lower-tier markets through beauty collection stores [2][3]. Group 4: Marketing Trends - Oriental aesthetic marketing is evolving from symbolic representation to value co-creation, with both international and domestic brands deeply exploring Eastern culture [2][3]. - Scenario marketing is focusing on emotional contexts, creating "parallel life scenarios" to enhance consumer engagement [2][3]. - Brands are leveraging IP collaborations to break through traffic challenges and create cultural antibodies, while offline spaces are being upgraded to serve as emotional interaction and cultural dissemination mediums [2][3]. Group 5: Future Outlook - The industry needs to evolve collaboratively in human value, cultural connotation, technological empowerment, and scenario penetration to achieve sustainable growth [2][3]. - The Chinese fragrance market is projected to exceed 33.9 billion yuan by 2028, with a compound annual growth rate of 8% [2][48].

Core Insights - The fast-moving consumer goods (FMCG) industry is undergoing significant transformation, driven by diverse consumer demands and evolving channel dynamics [1] - Dongpeng Beverage has reported impressive financial results, achieving revenue of 10.737 billion yuan in the first half of 2025, a year-on-year increase of 36.37% [1] Channel Development - Dongpeng Beverage has established a robust channel system with over 3,200 distributors, covering more than 4.2 million active retail outlets and reaching over 250 million unique consumers [1] - The company employs a dual-track operational model, focusing on deepening existing markets while leveraging distributor resources for rapid growth in emerging markets [1] - Dongpeng is expanding into new channels such as dining, social e-commerce, and live streaming, while also increasing the presence of smart vending machines in high-frequency consumption areas [1] Scene Penetration - The company utilizes a three-dimensional coordinate system to connect different products with specific consumer scenarios, enhancing brand relevance [2] - Dongpeng has sponsored various esports and sports events, such as the KPL and PEL leagues, to align its functional beverage attributes with the spirit of competition [2] - The brand has also engaged in everyday scenarios, such as partnering with Tencent's popular game during the Spring Festival to create new social interactions [2] Sales Conversion - Dongpeng Beverage has implemented strategies to convert consumer awareness into purchases through icebox placements, scene exposure, and digital marketing techniques [3] - The company is enhancing its terminal image and optimizing shelf displays to improve product availability and stimulate immediate consumption [3] - Digital marketing initiatives like "scan to win" campaigns have increased consumer engagement and repurchase rates, allowing the company to track sales performance effectively [3] International Expansion - Dongpeng Beverage is looking to replicate its successful strategies in overseas markets, with Southeast Asia identified as the first target due to its high beverage demand [3]

Core Insights - The fast-moving consumer goods (FMCG) industry is undergoing significant transformation, driven by diverse consumer demands and evolving channel dynamics [1] - Dongpeng Beverage has demonstrated strong growth, achieving a revenue of 10.737 billion yuan in the first half of 2025, a year-on-year increase of 36.37%, and a net profit of 2.375 billion yuan, up 37.22% [1] Group 1: Channel Development - Dongpeng Beverage has established a leading channel system with over 3,200 distributors, covering more than 4.2 million active retail points and reaching over 250 million unique consumers [2] - The company employs a dual-track approach of deep cultivation in mature markets and rapid expansion in emerging markets, with revenue in Guangdong growing by 20.61% and North China by 73.03% [2] - New channels such as dining, social e-commerce, and live streaming are being actively explored, alongside the deployment of smart vending machines to enhance product visibility in high-frequency consumption areas [2] Group 2: Digital Integration - Dongpeng Beverage integrates digital technology with channel management, creating a full-link digital closed loop that enhances operational quality and market expansion capabilities [3] - The use of real-time data reduces channel costs and improves targeting accuracy, supporting cross-regional and cross-category expansion [3] Group 3: Scene Marketing - Scene marketing strengthens the connection between the brand and various consumer scenarios, with Dongpeng Beverage identifying specific product anchors within a three-dimensional coordinate system of people, scenes, and products [4] - The company sponsors major esports and sports events, linking its functional beverages to the spirit of competition and athletic performance [4] - Revenue from Dongpeng's hydration product, "Dongpeng Water," reached 1.493 billion yuan in the first half of 2025, increasing its revenue share from 6.05% to 13.91% year-on-year [4] Group 4: Sales Conversion - Dongpeng Beverage has developed a comprehensive operational system that connects channel layout, scene penetration, and sales conversion [6] - The company enhances product availability through upgraded display strategies and digital marketing initiatives, driving consumer engagement and repeat purchases [7] - The focus on overseas expansion, particularly in Southeast Asia, leverages the company's established methodologies in channel development and scene penetration to tap into new growth opportunities [7]