Finally the 3.0 version for consumption If Consumption 2.0 is just an upgrade from "offline channels" to "online channels", "newspapers and TV media" Qatar Phone Number List are upgraded to "Internet media". So for consumption 3.0, even the underlying logic has changed. Represented by the rise of "Double Micro-Shake", especially the rise of live broadcast and social e-commerce, the traditional Qatar Phone Number List "people looking for products" has become "products looking for people". To put it simply, in the initial stage of consumption, brands rely on TV to put a lot of advertisements, and consumers go to channels Qatar Phone Number List to find products after receiving the information; in the e-commerce stage, the general logic remains the same, but it becomes an online store. Find merchandise. But in the era of consumption 3.0, whether it is Douyin live broadcast or social e-commerce platforms such as Pinduoduo, Qatar Phone Number List in fact, just like Toutiao today, it has entered a new stage of finding consumers for products. At this stage, consumption not only presents new features, but also brings new scene experiences. 02 Three characteristics Qatar Phone Number List of consumption: "new channels", "new media" and "new products" There is no doubt that we are living in the era of consumption 3.0, which is what we often call "new consumption". Although there is no Qatar Phone Number List unified definition yet, according to the most common understanding, new consumption has three distinct characteristics, namely "new channels + new media + new products". Let's talk about "new channels" and "new Qatar Phone Number List media" first In the past, the channel was the channel, and the media was the media. Even if there was a distinction between online and offline, the difference between the two was quite obvious. Today, however , the two have tended to converge indefinitely, as brands have established a direct connection with consumers. For example, Douyin shoots a content Qatar Phone Number List video. Just place the shopping cart below the content, and consumers can make purchases while watching the video. In other words, the channel is no longer just a sales role, and the media is no longer Qatar Phone Number List just a communication identity! In addition, products and content tend to be infinitely integrated. On the one hand, we see that more and more packaging is becoming content, such as Coca-Cola's "packaging bottle", such as Jiang Xiaobai's "copywriting bottle"; on the other hand, we also see more and more people exporting Content, realize the realization of commercial value, such as WeChat public account, such as kno