New Products New Models New Channels New Marketing New Communication
What changes have occurred in demand?
- Per capita income is approaching $10,000.
- From material scarcity to material abundance.
The past supply chain and marketing organizations were built on an era of material scarcity. Characteristics: low cost, high efficiency, large scale. The organizational sequence of enterprises: production + sales. The responsibility of production is to reduce costs and improve efficiency. The responsibility of sales is to find efficient, low-cost distribution. Distribution = distributors + terminals. In this organization, there is no place for consumers, and there is no need to understand them. We will find that the essence of past consumer goods giants was: low-cost products + huge channel distribution system = brand. This is manifested in: hundreds of thousands of terminals + hundreds of large distributors + a huge offline team. This organizational structure is generally asset-heavy, with large teams and large capital, dominating territories. These are mostly volume brands with large territories, strong channels, many personnel, and low costs.
The Three Eras of Communication
- Person-to-person era
- Person-tool-person era
- Person-to-person era
Communication in the agricultural era: person-to-person: word of mouth. In the industrial civilization era: tools extended the distance, direction, and path of communication! Tools = loudspeakers, television, newspapers, billboards, POP... In the information civilization era: tools are destroyed, returning to person-to-person. People with few friends have a lower probability of success. The number of friends in your circle determines quality, not the other way around. If your own quality is not high, the quality of your friends will not be high. With just a few dozen friends, why talk about zombie fans? The reason micro-business is annoying is because there are no good products and no good character. If you are fragrant, butterflies will come!
The Three Degrees of Communication
- Sales are the result of communication!
- Is communication violence + art?
- Anything that cannot connect is garbage!
Violence = volume + frequency Art = aesthetics + resonance Without artistic ability, you can only consider violence. Violence has many ways to play, which cannot be fully explained. Art is something you cannot learn. Communication without volume, frequency, art, or resonance = talking to oneself. Anything that cannot connect is garbage. Conversely, you have no value to those who cannot connect with you. The more people connect with you, the greater your potential value. There is an inaccurate probability: in a natural connection state, the more successful people are, the more friends they have. The term "precise customers" is a lazy mindset, a shortcut idea. The same applies to enterprises: if the product is not fragrant, butterflies will not come.
The three degrees of communication: height, breadth, and depth. Height: experts + professional media; Breadth: violence + art; Depth: community + scenario. Traditional brands have failed to build communication within the WeChat ecosystem. Of course, this is just the WeChat index; there are many other communication channels or platforms... The reason micro-business is rampant is due to the WeChat dividend. Good people, good products + high-quality communication = good micro-business.
The Three Spaces of Communication The three spaces of communication: offline space, online space, and community space. Traditional brands mostly live in offline space.
- Sales are the result of valuable communication.
- What cannot be connected, especially what cannot be actively connected, is of little value.
- Not all connections are valuable.
- Butterflies come by scent; the flower loses nectar, and the butterfly takes pollen. This is communication, and it communicates life.
Source: New Beer (ID: newbeer_BJ)