For Product Attachment, See ABC KIDS Birthday Red Shoes How To Play Scene Marketing!

Scenario based marketing is "based on scenario user needs insight and marketing".

In the Internet era, everyone shouted "to be scene oriented". However, nowadays too many enterprises only focus on the cool external forms such as H5 and VR, but ignore the intrinsic nature of the scene marketing.

Scene marketing focuses on ideas, and cool technical means are only supplementary.

How to establish suitable scenarios between consumers and products and make consumption rational is the key to scenario marketing.

When it comes to scenario marketing, we have to mention the marketing of big coffee Alipay.

Nearly three years of the Spring Festival, everyone's circle of friends must have been painted by Alipay's Spring Festival activities.

The Spring Festival is the most deeply rooted and deeply rooted festival for the Chinese people. It is a good day to celebrate the jubilee.

Alipay went deep into the scene, moving the red envelope and Fubao to the online market, and detonating the spring festival marketing. In the 2016 year of the Spring Festival, Alipay set off a nationwide campaign of five benefits and 200 million red packets. In the 2017 and 2018 Spring Festival, Alipay set up activities to upgrade again, and the most black technology AR swept five lucky machines two hundred million.

During the Spring Festival every year, Alipay's five happy activities are able to screen the circle of friends and occupy the forefront of micro-blog's hot search.

At the same time, Ji Fu card can also drain products for Alipay's ant forest and other products.

This is the power of scene!

Scene marketing is suitable for all enterprises. The key point is to find suitable scenarios to link them with products.

Most of the scenes in our lives can be creative materials: sleep, shopping, travel, gift giving and so on.

In the midsummer of 2018, ABC KIDS launched its birthday red shoes, playing a scene marketing, making a big fuss about the scene of "birthday gift giving".

Let's take a look.

The first step, Chao dad spicy mother psychological insight.

In today's society, "after 80" and "after 90" become the mainstay of society. They marry and have children and become parents.

These two generation of young parents are extremely fashionable and pursuit of quality life. They use their own children's products with the trend of fashion and high quality as the important criteria.

ABC KIDS, as a well-known brand of children's shoes and clothing, has been providing healthy, comfortable, fashionable and high-quality children's products for children.

Combined with the demands of young parents of "after 80" and "post-90s", the ABC KIDS launched its birthday red shoes with a stylish "China Red" background, and a LED lamp with a technological sense. The personality, publicity and children can definitely attract the attention of Chao dad.

The second step is to set the birthday scene.

Insight into the psychological demands of consumers and the development of products that meet the needs can guarantee sales. The answer is No.

In today's society, excessive material development is a typical "buyer's market".

Products for children, including shoes and garments, emerge in an endless stream, full of patterns, and empty the mind to cater for the needs of young parents. Therefore, many products have little difference in product positioning and function.

How to stand out among many products is a problem that ABC KIDS needs to consider.

So scenario marketing began to work.

The "birthday gift giving" life scene is innovated and redefined.

First of all, the new product is named "birthday red shoes", which directly gives the product the meaning of birthday gift.

The children are rich now, but every year they receive gifts from their birthdays, but they are difficult to come up with new ideas every year. Parents are beginning to worry: "what do they send for their children's birthday?" ABC KIDS launched the "birthday red shoes" on the run. This ingenious scene design has opened up channels for products and consumption, so that consumption behavior is logical.

Secondly, the birthday red shoes are equipped with a LED display in the rear of the woven upper. It can use the mobile phone APP to control the screen screen, thus displaying any blessing text, love design and mood icon. Let this smart birthday shoe become the most cool carrier for parents to express their feelings and blessings on their birthday.

The third step is sponsoring.

Strengthen psychological suggestion and behavior guidance.

The superhero is designed to create an unprecedented stage for children with brilliant talents and skills all over the world.

As soon as the program was broadcast, the fire was all in a mess, and it was attracted by countless children and young parents.

ABC KIDS sponsors this variety, in the program, the birthday little red shoes C debut, frequently interact with the little people and the guests in the field, and even attracts Le Jia's praise: "birthday ABC red shoes!"

Under the influence of the star effect, "what do children send for their birthday?

"This scene of brand memory is constantly repeating and strengthening in the minds of consumers, and ultimately pformed into market sales.

How, ABC KIDS birthday red shoes this scene marketing operation, is it right to give full marks?

Some pictures come from the Internet.