Wu Sheng Scene: The Scene Is The Smell, The Feast Of Light And Smell

On August 9, Wu Sheng, founder of scene laboratory, released his new work on site at the "new species explosion · Wu Sheng business method release 2020" Scene era: new business evolution from digital to scene It is jointly launched by CITIC publishing group, Jingdong books and app, and has been put on sale on various platforms.

As Wu Sheng's new methodological iteration work "Scene revolution" five years later, "Scene era" explains how "Scene" changes from a "destroyer" posture of partial breakthrough to a solid and effective builder of the new business cycle. Everything is in the scene, and the scene revolution has officially entered the scene era. Today's excerpt Wu Sheng Part of the preface in the book, share with you.

Individual of data, scene of identity

When Zygmunt Bauman proposed the concept of "liquid society", he seldom thought that the process of digitization would be so fast and so deep. The era of Internet of things is coming into reality. The reasonable interpretation of "liquid" by data is also reshaping the individual and scene of business.

Diversity is returning in the form of interesting people, disciplined goods and content fields. People, goods and markets are not only for retail, but also for mainstream business. However, the changes in connotation and extension are far better than in the past

Digital people are interesting people. They can take a look at the commonness of human settings behind the live broadcast by crossing the shaking tone, fast hand and oil pipe. The interest lies in diversity;

Digital goods are disciplined goods, which determine the efficiency of the algorithm. It also metaphors the success of the supply chain of fresh retail, online Red economy and DTC trend;

The digital field is a field with content. The endless flow of annotation also provides practical operation basis for social fission and community operation.

The data is updated with each passing day. From PC Internet to mobile Internet, it took almost 20 years. From mobile Internet to scene Internet, it took only 10 years. It is already on earth. From information-based to human-centered cognitive change, it seems that consensus has been reached, and we begin to think about the most important scene change. Why is the paradigm shift? How do the new business rules focus on the scene? Is it a brand-new social psychological basis and business bottom? This can explain why the boundless data should give way to the scenario data.

Five years ago, I wrote "Scene revolution", thinking about traffic iteration and how to re connect people and business. In e-commerce, Internet finance, social application and other formats, as well as the research and development of APP products, scenario planning, as the priority experience design and interaction logic, is the product manager document for most applications. However, in just a few years, information flow, spatial digitization, new energy vehicles, scanning code shopping, small programs, and "live broadcast +" have sprung up. Business logic has evolved into data production, data mining and cooperation and competition between data. When the algorithm enters each particle size scene, it is scene algorithm and scene cooperation, and its essence is algorithm driven scene competition. From numbers to scenes, the new rules of the game can be described as a spring breeze overnight.

Scene niche drives new species evolution

Whether new species such as pinduoduo and zoom are born, or Microsoft and meituan review are constantly evolving, they occupy a unique scene niche: wechat, video conferencing, cloud services, and local life. But how to understand a company like Tesla? Is it referring to the apple model, or is it on the way to a new energy company?

Category and positioning are no longer the decisive elements of business competition, but scenarios. The robot does not exist as a manipulator or humanoid machine, but is accompanied by the scene or aerial work scene that determines its development direction. In the scenario of "housing economy" or "pesticide spraying", the flexible evolution direction of robots is designed. Coupled with the optimization of sensors and data feedback, it is reasonable to believe that wall leveling and sanitation and epidemic prevention will reach the same goal by different ways, just like the logic convergence of sweeping robots and cooking robots at the program level. The Boston power robot dog spot, which costs US $74500, is widely used in various dangerous scenes from tourists' reminder to ship fault inspection, from doctor assistant to park security under the background of the global epidemic of new crown pneumonia. Only when there are scenes that attract attention, sun Zhengyi said: "intelligent robots will become the key driving force in the next stage of the information revolution."

For a long time, "high frequency" has been used to measure the meaning of "high-frequency" scenes and "needs" as "life style". As the most important criterion, time determines the value of the scene. In fact, the core evaluation logic of today's business value is the allocation of attention and user time. Whether the scenario is established and whether the application scenario can be focused on operation depends on the sustainability of the scenario. Just as Boston Dynamics will customize the functions of robot dog spot, partners can add their own scene applications to spot through API. Compared with spot, the scene of handle, the "brother" of spot, is more explicit: moving goods in the warehouse. Two wheels control the movement, and the suction cup on the top of the head can lift at least 100 pounds of goods. Computer vision allows handl to accurately identify the target and complete automatic handling.

At the consumer brand level, take yoga as an example. The initial functional single point delivery establishes a linear relationship between yoga services and users' needs; after being endowed with important lifestyle significance, yoga gradually surpasses Pilates, group calisthenics, taekwondo, spinning and other fitness projects and becomes a new scene close to "meditation". The rise and fall of the market value of Lulu lemon and andemar in recent years fully illustrates the premium of scene monopoly. Lulu lemon has become the global brand with the fastest growth of brand value in 2019. Wework is on the verge of success, however, because all the space is Wework , but as an enabling person, the new office mode of "SaaS + community" still makes digital solution companies like youkechang worth looking forward to.

Scene is identity, experience is detail

The way of life, like the evolution of human nature, is very slow. Mutations like yoga are manifested in bike sharing, joint office work, short-term accommodation, and boutique coffee. In the end, they always stop at the level of large platforms or auxiliary elements of large ecology, failing to maintain independence. We assume that unless the essence of "people" changes, or the nature of the relationship between "people and the world" changes, the endless new scenes can hardly be regarded as the open track, but can only be regarded as the bubble of the digital era, and its prosperity is booming and its demise is also uncertain. There are two views: one is what kind of logic is behind the digitalization of human beings, and the other is what kind of rules the digitalization of people's connection with the world is. The former is characterized by the coexistence of man and machine, which is closely related to AI; the latter is the interconnection of all things, which is closely related to the improvement of connection efficiency. The two scenarios are the same.

Scene is identity. At this stage, people's digitization is still based on the tribal ID survival. The little red book blogger, fast hand old railway and B station up owner have unprecedented professional significance for today's career. The feast of the public account once inspired the carnival of the circle of friends of the video number. However, most of the time, the survival of the similar subculture still needs to be careful. People's data capitalization provides a solid support for the multiple identities of individuals. The slashers who effectively manage the individual data assets of the platform, and then drive their own network redness, are becoming the winners in the era of compound competition. Deep professionals must stand out from the vast amount of information in unexpected ways.

The identity of an individual is vague and clear: actor Zhang Yi and Zhi Hu Da V Zhang Yi, Internet star angelababy and actor Yang Ying, shuoyin Li Jiaqi and Taobao Li Jiaqi, anchor Luo Yonghao and entrepreneur Luo Yonghao. In fact, identity is the fine division of discourse system, and the change of discourse system just comes from the dynamic updating of the scene.

Experience is detail. The infrastructure has been transformed into scenes, just like the two in one of the studio and shop, and the two in one of the buyer's shop and gallery. The realization of telemedicine is the necessity of 5g ; application scenarios. It is a seamless connection, and can stand the criticism in terms of reliability, low delay and high speed. No matter L4 or L5, new driving and riding ethics will be gradually formed only when sufficient design details are provided.

Details are not only technical, but also content; they are not only the recommendation algorithm, but also the process flow. In the final analysis, it is the user's experience and the industry consensus of the industrial chain. VR or 5g, smaller details are always found and connected.

The reason why the vehicle connection of all things is the most important expression of the interconnection of all things is that no system can completely cover the individual data and identity scene like the vehicle of all things.

Normal movement, good life

Digital devices form a screen network and interactive system, so that we are always on the move:

Digital community, from fingerprint, face recognition to home energy calculation and management;

Digital energy, "seeing is owning" has become the rule of electric vehicles;

Digital currency, so that distributed once again for the mainstream business consensus;

Digital space, let the static master works and digital acoustic photoelectric devices coexist, aesthetic curatorial interaction;

Digital information, from short video to live broadcast of social explosion, all kinds of traceability, storage;

Digital subscription and individual Id make "everything can be subscribed" everywhere;

Digital city, algorithm driven from sensors to smart cameras

We have to get used to the uncertainty of the digital age. Fortunately, scenes can give a different meaning to random life. We choose the operating system, we choose the software portfolio, we choose the differentiation of content services, we choose new mobile terminals to curate, socialize, build new networks, and devote our full attention and time. We try to say goodbye to the fragile concept moment, so as to define what is a good life in the digital age.

The scene is the smell and the feast of light and smell; the scene is the temperature and the delicacy of the free atmosphere; the scene is the rhythm and the rhythm of time change; the scene is the dance and the agility of space design; the scene is the intelligence, the algorithm of one key recognition; the scene is the wisdom and the art of digital inspiration.

In a new era of scene, let's follow the rapid car couplet of all things, which is like the poem "quatrains in early summer" written by poet Lu You: "red and purple have become dust, and summer is new in the sound of cuckoo. It's not until you know that you are a peaceful person. "

It is easy to understand the rules of survival in the era of scenes.