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Md Robiul Islam
Apr 11, 2022
In Welcome to the Forum
In today’s article, let’s rethink together, a force that has been overlooked by many entrepreneurs in the process of branding—consumption scenarios. Without consumption scenarios, brands are castles in the air. 1. The consumption scene is the positioning behind the positioning You may also face such troubles in your life: Go for a walk in the supermarket, but come back empty-handed without buying anything; When encountering major festivals, such as wedding anniversaries and parents' birthdays, you have a headache about what to give; When a partner is visiting, which restaurant should I go to downstairs? The third type of situation I often encounter. Volcano Company is in. Shenzhen Nanshan Overseas Chinese Town Creative Park. Although there are many restaurants in the park, there are only two suitable for entertaining guests. You can only go there repeatedly each time, and you will get tired after a long time. In other words, why can't you choose another home? It's not that it's not delicious, it's just because other home Bulk SMS Service consumption scenarios are wrong. When asking a customer to eat, what he likes to eat is very important, but more importantly, it is hoped that the environment will be quiet, suitable for negotiation, and the quality should not be low. However, most of the restaurants in the creative park are mostly leisure and lively. When we talk about the catering industry, according to the traditional thinking of opening a restaurant, the most important thing is to first define the category and grade of the restaurant, that is, what cuisine do I focus on, what are the signature dishes, and what is the price per capita. However, doing this may not be enough. Define the consumption scene of the restaurant, and then focus on the scene to implement the restaurant's dishes, price, space, and service. This is more important than "what you sell" and "how much you sell it for". The category is the public positioning, and the consumption scene is the "positioning" behind the positioning. Meeting clients, meeting girlfriends, dating, dating, family dinners, hungry or not... the same consumer has completely different consumption needs in different scenarios: If you go shopping with a family of three generations of your parents and children, you are likely to choose Xibei; If you are shopping alone, you may choose to eat Le Caesar and eat pizza for one person; If the team has dinner today, the preferred scene is to have an extra-large private room. On the surface, customers are picking food, but in fact they are picking a dining scene that is more suitable for their current needs. In consumption scenarios, the needs may rarely be directly expressed by customers, but they will be deeply embedded in the subconscious of customers and often dominate their decision-making. In fact, in many cases, we need to find the core consumption scenarios for the projects we serve, and then infer our target groups, as well as products, prices, channels, images, etc.
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Md Robiul Islam

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