This article introduces the 3 major driving forces of marketing, Jiang Xiaobai's marketing strategy and underlying logic, and the text message service underlying logic of user contacts, to share with you! Today we will talk about a case, how Jiang Xiaobai does cognitive marketing. Jiang Xiaobai created a new category of liquor. How did it start? What is the relationship between user touchpoints? What is the relationship between cognitive marketing? That's what we have for today. The three driving forces of cognitive marketing 1. Definition of Cognitive Marketing Cognitive marketing is reverse marketing that is close to the cognitive laws of target users. Selling products is positive marketing; selling cognition is reverse marketing. 2. 2 Principles of Cognitive Marketing 1) User touchpoints Some people are very good, and they can convert when they catch traffic, directly from user touchpoints to user decision-making. 2) User decision Some are converted after a period of time, so how to convert? 3) User Scenario Some user scenarios can help conversion, and the conversion rate is high. We have refined the three text message service driving force models of cognitive marketing, and today we will focus on user touchpoints. 2. Jiang marketing strategy 1. Break the starting point and make bold assumptions Jiang starting point came from a bold assumption. The founder of Jiang encountered a problem and felt that he could not answer it. Why do young people like to drink foreign wine and beer on many more relaxed occasions, but they are not willing to drink white wine? Weird? For example, if you go to KTV to sing, you may order foreign wine if you have money; if you don’t have money, it doesn’t matter if you order beer, but you don’t want to order liquor. This shows that there is a natural application scenario for baijiu that cannot be entered. What is this scene? The first is the scene of young people, and the second is some casual scenes of young people, or social scenes. That's weird. So the question is, why can't my liquor get in? Suppose I produce a liquor that can be beaten, what should I design for? How to break this game? 2. The underlying logic of breaking the game People in the liquor industry text message service are all very capable, otherwise they will not reach the market size of more than 500 billion. Why can't so many capable people figure out how to break the game? If you want to break the game, you must think of a logic that is different from others. It is likely that young people feel that drinking baijiu is a bit dirty in this occasion; it is very likely that young people do not like drinking the existing baijiu very much. The existing baijiu is left out of the dining atmosphere scene, and it is drunk in the young people's scene, they feel very dirty. So soil becomes a starting point to solve the problem, which is a pain point. What is the solution to this pain point? Liquor is younger. Rejuvenation is still a concept,