---
title: "40 Sentences I Most Want to Say to You at the Start of 2022"
description: "This article discusses the importance of a company's 'basic plate' (core market) and how to grow it through monopoly, sinking, activation, and efficiency. It also covers new consumption trends, B2B transformations, BC integration, and digitalization, emphasizing the need for companies to adapt to changes in communication, products, channels, and supply chains."
author: "赵波"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2022-02-07"
language: "en"
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# 40 Sentences I Most Want to Say to You at the Start of 2022

> This article discusses the importance of a company's 'basic plate' (core market) and how to grow it through monopoly, sinking, activation, and efficiency. It also covers new consumption trends, B2B transformations, BC integration, and digitalization, emphasizing the need for companies to adapt to changes in communication, products, channels, and supply chains.

**About the Basic Plate**
**What is the basic plate?** The basic plate is that even if new markets, new products, and new models all fail, you still have a piece of reserved land that keeps you from dying.
The basic plate is the base area, the reserved land, the core market that others cannot take away or obtain.
Where the basic plate is depends on the products, channels, regions, and personnel that contribute 70% of profits and 30% of growth.
**What is a base market?** It is a region where you rank first in market share, influence, and profit.
Without a base market, no product can succeed in the face of competition.
Without a basic plate, no enterprise can achieve lasting success.
The basic plate is the fulcrum: it is the support base for material supplies in other markets and the oxygen supply for strong spiritual motivation.
The basic plate is the talent pool: it is the training ground, the marketing training academy, and the talent export base.
The basic plate is the experimental field: the practice ground for new methods and explorations, and the birthplace of successful operating models.
Why revisit the basic plate? We want to innovate and reform, but we must not forget where our roots are.
How to grow the basic plate? Four words: **monopoly, sinking, activation, and efficiency**.
**Why does the New Distribution 2022 Spring Sugar Fair emphasize redoing the basic plate? New technologies can improve the efficiency of the basic plate, new models can activate its structure, and new consumption can change its niche. We must redo the basic plate based on these new changes.**
If we do not change ourselves, our basic plate will be occupied by others using new technologies, new models, new products, and new demands.
**About New Consumption**
Any new consumption brand, no matter how big the online wave, must eventually go offline. Offline is an industry consensus, but it is not entirely correct. New consumption brands should move toward omni-channel.
Any new consumption brand, if its products, scenarios, and target audiences cannot intersect at a single point in time and space, its chances of success are minimal.
The oversupply brought by unlimited online shelves also causes consumer choice paralysis. When consumers do not know what to choose, compared to push-style advertising, they are more willing to listen to algorithms, KOL/KOC, and recommendations from friends.
But doing Douyin, Xiaohongshu, live streaming, and KOC is a traffic play. The more you do it, the faster you die? Because the purpose of seeding is to harvest.
Today's market has shifted from memory-based marketing to experience-based marketing.
**Four major changes that enterprises must face:**
**1. Communication has changed from mass communication to niche communication.**
**2. Products have changed from a single big product to multiple products.**
**3. Channels have evolved from a single model to multi-channel.**
**4. Supply chain has shifted from low-cost delivery to high-efficiency delivery.**
Channels have evolved to infinity: any scenario that can interact with consumers can generate transactions, and any place where transactions occur must be regarded as a channel by manufacturers.
China's consumer population structure has shifted from a pyramid to an olive shape. A large number of middle-class consumers have the ability and willingness to consume better, higher-quality products.
Moreover, this group has shifted from functional consumption to emotional consumption and value-identity consumption. Whoever can provide emotional resonance and value identity will win consumers' wild spending.
Consumption has shifted from physiological consumption, quality consumption, and social consumption to emotional consumption, addictive consumption, and health consumption.
The marketing system has shifted from the past model of big products, big communication, and deep distribution to multi-products, niche communication, omni-channel transactions, integrated online-offline delivery, and private domain models.
**About B2B**
Wholesalers/distributors doing B2B is adapting to the historical trend. B2B is the most effective means for wholesalers/distributors to improve efficiency.
For wholesalers, to develop, scale, and improve efficiency, they must complete informatization transformation. This is not a question of whether wholesalers want to do it, but a must-do.
B2B platforms are just trading tools, not the core. The core is products and services, which are the real hard power of wholesalers.
Manufacturers are undergoing digital upgrades, and retail scenarios are moving toward omni-channel. The next few years will be a period of significant transformation for distributors.
Where is the growth space for traditional big brands? Hou Xiaohai said: The next 10 years will be 10 years of quality growth. Sales growth has peaked; see who can seize this wave of quality growth.
Why do most consumer brands fail at omni-channel marketing, digital marketing, private domain operations, and short video live streaming? Organization may be the biggest constraint.
Four directions for distributor operation upgrades: from covering markets to reaching consumers; from serving terminals to operating communities; from transaction-oriented to user-relationship-oriented; from pursuing efficiency to pursuing ultimate experience.
Integrated online-offline delivery is the difficult but correct path.
**About BC Integration**
Deepening consumer operations is the core for future competition between manufacturers and distributors. BC integration will become an important way for manufacturers and distributors to deepen user operations in regional markets.
BC integration essentially uses community small stores and mini-programs to extend our business targets from small store owners to consumers, shifting consumers' consensus from product price to brand value.
**Distributors using mini-programs have four major advantages: cost savings, real experience, high efficiency, and fast connection.**
BC integration can solve three problems: manufacturers solve the problem of consumer value; distributors solve the problem of channel organization; terminal stores solve the problem of consumer organization.
Future marketing will inevitably be a process from selling to marketing. Therefore, distributors must not only know how to 'sell' but also how to 'market'.
We need omni-channel coverage, and let consumers see and buy immediately. That is, wherever there is a transaction touchpoint, the transaction loop must be completed. If the transaction loop cannot be completed, massive information will instantly make users forget our brand.
**About Digitalization**
How to solve price conflicts between new and old channels? How to meet consumers' omni-channel shopping needs? How to handle the operation of a large number of emerging channels? How to reach consumers and operate users at scale and low cost?
How to solve transparent investment in non-quantified expenses? How to solve one-stop delivery across all channels? How to use technical means to achieve breakthroughs in management communication, process systems, and marketing?
Digital transformation has not changed the essence of business. The essence of business is still creating customers, meeting needs, continuous innovation, and realizing value.
Do not treat technical means as the focus of transformation. Transformation is essentially about reconstructing a new marketing model based on today's changes in market, people, goods, and scenes.
The first stop of digitalization: connect the warehousing, logistics, orders, and SFA of distributors and brand owners, so that managers can see real-time online data without leaving the office.
The core of digital transformation is not just installing a digital tool or completing the onlineization of some offline data.
**More importantly, it is to complete digital reconstruction of marketing, supply chain, decision-making, and management based on market changes and consumer needs, establish a rapid response mechanism for consumers oriented by user operation, digitize offline business, turn channel and consumer behavior into data, quickly feed it back to production and marketing, form a decision-making loop, and ultimately achieve all-weather, omni-channel, and personalized consumer needs.**
How to do digitalization? Use the simplest model: complete digital transformation of the 'people,' 'goods,' and 'scenes' we face with consumers.
_Cover image source: Visual China_


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