Legalism, military strategy, agriculturalism

[sabarina38]

And eclecticism. Analogous to "positioning", in the post-growth era, it is difficult to position yourself / brand through commitments, attributes, class / status , and attract users to " invest " ; instead, you need to "define" yourself with some new concept, find your own "circle", and then gain "followers". This is because: The phenomenon of consumer circles is becoming more and more obvious. Behind the " subculture " that can be initiated at any time, gathered at any time, and trendy at any time , there are more and more small circles , small cognitions, small labels, small scenes, small communities, small cultures, and small lives.


With the help of mature digital infrastructure, these small circles have become new "user bases" and the foundation for supporting new business and new categories. Circles are developing warmer user phone library relationships. This means truly empowering and finding meaning for every individual; it means that mobile time and fragmented space are reconnected and integrated; it also means that online activity and market prosperity go hand in hand.



Another way to understand it is that the battle for user minds in the past was to seize the minds of "more" users. The battle for the minds of new consumer users is about "relationship connection" and "relationship value-added", and "connection depth" means more business opportunities (this is the fundamental reason why Luckin Coffee was able to turn around). As a result, the focus of marketing has changed a lot: from "function" to "benefit", then to "experience", and now to "community identity". In other words, marketing has shifted from emphasizing "what it has" to "what it does", to "how you will feel", and finally to "who you are". Follow the changes and define yourself with new ideas; define the community with interests, define the tribe with attitudes, and define the lifestyle based on consensus; find and brand.