Click the image for details. Have you noticed a phenomenon? Everyone says 2019 is the first year of the second half of the internet, and the biggest dividend is traditional enterprises + internet. This has become an industry consensus. But how exactly to do it? Many people still feel at a loss. The best method is, of course, the unity of knowledge and action. The question is, what to know?
Suggestion 1: Attend conferences Honestly, this is not an advertisement. But I hope to publicize it. The theme of this year's New Distribution conference covers new marketing, B2B, community e-commerce, IP, social e-commerce, supply chain, digital marketing, etc., which is enough to cover all the innovative models that the industry needs to learn. Four days and five nights, with many big names, careful preparation of content, and repeated screening of speakers, New Distribution can be said to be a conscientious media in the industry. Listening on-site, thinking on-site, and communicating on-site feels different. Action: Find ideas, find inspiration, find information, find resources, find organizations. Come to the Chengdu site from March 15 to March 18, and you will not be disappointed.
Suggestion 2: Study tours From the annual new marketing course organized by New Distribution with Mr. Liu Chunxiong last year, some enterprises are already ahead. Go to the best-practice enterprises to see, experience, and verify whether the logic of practice is self-consistent, whether data can support conclusions, and whether there is a possibility of replicating to your own enterprise. In the era of fragmented information, we should have the awareness of aggregating all aspects of information. Immerse yourself with the enterprise personnel in business scenarios, enterprise scenarios, and customer scenarios, review the ins and outs of an operational strategy, review the innovative significance of a tactic, and review the consistency of the founder's epistemology, methodology, and methods. What you see, hear, say, and experience—is it logically self-consistent or fragmented and contradictory? For example, the author visited Jiangxiaobai and Three Squirrels last year, and deeply visited community e-commerce platform enterprises and SaaS enterprises, and the conclusions drawn were completely different. Now many information articles and some people's sharing, because of different subject positions and conceptual systems, have produced many plausible but wrong statements and "experiences." Some share from a PR perspective, some say one thing but do another, and some deliberately hide information to prevent competitors from copying. These are all pitfalls, with water in the pits and nails in the water. Therefore, through study tours and private board meetings, with sufficient information density and quality, we can draw truly inspiring references.
Suggestion 3: Communities Last year, there was a viral image with the scene: he is chopping wood, you are herding sheep, implying not to engage in ineffective socializing. People live in their own information cocoons and in their own circles. The reason for being boiled like a frog in warm water is that we only move within our own circles. To step out of your comfort zone and information cocoon, changing circles is the best choice. Action: Choose 1-3 communities that can generate high-quality dialogue and high-density information, and engage in deep communication and interaction. Experience: Communities that can bring cognitive upgrades have the following standards:
Set only one theme direction per year. If talking about B2B, focus on B2B e-commerce; if talking about fans, focus on fan marketing; if talking about community e-commerce, only discuss community e-commerce related topics. People with similar needs, similar psychology, and similar interests—such community discussions are pleasant and without wasted effort.
Group interaction is based on the principle of bringing value to members. It can be a high-quality topic discussion group, a high-density information theme lecture-exchange group, or an expert opinion sharing group, mainly to not disturb and facilitate members' absorption of information and bring inspiration. Climbing stairs, taking notes, exchanging, and colliding. Tearing apart is a basic action.
Group activities mainly include study tours, offline forums, and private board meetings for deep socializing. Communities have become a standard configuration for many business behaviors.
Suggestion 4: Reading How should we read? Professor Li Shanyou of Chaos University said a very insightful sentence: The purpose of adult learning should be to pursue better thinking models, not more knowledge. In a backward thinking model, even if you increase the amount of information, it is just a low-level repetition. What is a thinking model? A thinking model is the theoretical basis for a person to make decisions, a routine for analyzing and solving problems. A thinking model is a higher-level, more core knowledge; it reveals the essential laws behind things. For example, in the analytical framework of new marketing, Mr. Shi Wei, in his book "Connection: Marketing Strategy in the Era of Customer Value," proposed a good model: the first is the trinity of "cognition, transaction, relationship," and the second is the trinity of "offline, community, online." Using this model to analyze community e-commerce, community is the logic of interaction, solving cognition problems through graphic and text information flow; mini-programs are the logic of transactions; group leaders are the logic of relationships, with strong ties to group members. For example, for understanding marketing principles, Mr. Yujian's book "Insight: The First Principle of Marketing" proposes a good model, from insight-discovery-expression-interaction-embedding-delivery, perfectly solving the problems of value creation, value transmission, value dissemination, and value delivery. It is a closed loop of creating value and building cognition, like quantum entanglement. With a knowledge framework in mind, whether you go to listen to forums on-site, participate in study tours, or listen to community sharing, you can categorize and integrate, thereby better guiding practice and increasing strategic stability. The author has observed that some friends have become "study masters," but at the level of practice, they seem to be "poisoned" by learning. The main reason for the inability to unify knowledge and action is the lack of one's own thinking—where to start, where to end, where to speed up, where to slow down, what to do first and what not to do, all cannot be decided, adding only anxiety.
In summary, cognitive efficiency determines business efficiency.
New Distribution will hold the 2019 (5th) FMCG + Internet Conference during the Chengdu Spring Sugar and Wine Fair from March 15 to March 18. This conference will focus on the topic of "Breaking the Game" and conduct in-depth discussions with many brand owners, supply chain service providers, distributors, retailers, and others. Compared with previous conferences, this summit will be fully upgraded. In addition to the original topics such as channel innovation, city distribution logistics, and distributor transformation, it will also add new marketing cases, IP + FMCG empowerment, community group buying, innovative retail, and other multiple parallel forums. Through three days of ten high-density, high-quality expert sharing and exchanges, we believe that every brand owner and distributor can learn the latest business models, expert opinions, and implementation methods, find new tools and methods for their own breakthrough in 2019, and return to the track of rapid growth.
Review of Previous Conferences
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