New Products New Models New Channels New Marketing New Communication Brother Dong has recently been conducting whole-network marketing training with many brand companies. In practice, I have found that some enterprises and industry insiders have a one-sided understanding of whole-network marketing and confused logic. Below, I share my understanding of whole-network marketing. 1. From the evolution of Chinese marketing models, the current model dividend is whole-network marketing. Don't despise it; everyone comes from tradition. Each wave of mainstream marketing operation models has brought marketing dividends to enterprises. Otherwise, how could Liu Run, a celebrity in the 'Dedao' app and former Microsoft strategy director, say that trend dividend is the biggest dividend? Only with a sufficiently sexy posture can you successfully flirt (market). Changes in the marketing environment have led to changes in the top-level design of enterprise marketing. With top-level marketing design (strategic marketing), when we discuss specific strategies, tactics, campaigns, and methods, they are not water without a source or wood without roots. Historical Period 1: When traffic was offline (location + foot traffic)

  1. As we all know, when we talk about traditional marketing, we actually have such a marketing architecture, that is, the minimalist formula of STP+4P+CRM. I like simplicity; if I can explain things in plain language, I will. Because a guy summarized this well, I directly copy it as follows: What is marketing? • Marketing is the thinking process in which A creates value that B wants, establishes and maintains relationships, to obtain returns. • Thinking process expression: STP+4P+CRM The substitution of A and B can generate all methods, truly and not falsely: First, talk about enterprise marketing Substitute "enterprise" for A and "consumer" for B, we can get this definition: Enterprise marketing is the process in which an enterprise creates value that consumers want, establishes and maintains relationships, and obtains returns. Isn't it almost identical to Mr. Ke's definition? Here, combined with the process expression, we expand on enterprise marketing, after all, society recognizes marketing as enterprise marketing. The enterprise marketing process is: 1. STP: Through consumer insight and market research, the enterprise understands what types of consumers there are (S market segmentation), which type of consumers it has the most advantage with (T target market selection), and what position it wants to occupy in the minds of these consumers, such as "most" or "first" (P positioning). 2. 4P: After completing STP, the enterprise takes occupying the position in the minds of target consumers as the starting point and goal, creates product value and shapes the brand for consumers (4P's product and price), provides product and brand value (4P's place), and communicates product value and brand value (4P's promotion; note that most domestic marketing textbooks translate "PROMOTION" in 4P as "促销" or "销售促进", which are extremely brain-dead, because promotion itself is a component of Promotion, and sales promotion does not include communicating brand value; these are all vague translations). 3. CRM: After doing the above value creation work, we can establish and maintain relationships with internal and external consumers through customer relationship management (CRM), and continuously obtain returns from product profits and brand profits. Enterprise marketing is such a marketing thinking process. At the operational level of enterprise marketing, the marketing department is responsible for brand awareness and product awareness, using traditional media (creativity + placement) to create awareness; the sales department builds channel architecture through intensive distribution systems. At the consumer relationship level, it is actually fragmented; awareness, transaction, and relationship cannot be integrated. The top-level design (STP) of enterprise marketing is actually based on feelings and experience, because consumer opinions and feelings are excluded. To some extent, it is taken for granted. Mr. Ke's consumer-centric approach is just talk, because conditions do not allow it. In practice, it is reflected as factory sovereignty or channel sovereignty. Professor Chen Chunhua once did a very interesting study, concluding that Chinese enterprise marketing is actually channel-driven. Whatever products channels like, enterprises produce; whether consumers like them, whether the experience is good enough, whether it fits consumers' scenario consumption, and whether consumers are satisfied are not important; they are just slogans. Because at this time, the three tasks of awareness, transaction, and relationship can be completed by strong channels. Traffic is on channels: better geographical location, better foot traffic, better traffic attraction measures, shopping atmosphere creation (display stacks, end caps, vivid displays), and efficient product supply chain systems. Represented by Walmart, Carrefour, and RT-Mart, with a matrix of more A, B, C large stores, for a time, KA + circulation wholesale + special channels + BC store coverage became the mainstream channel operation technology. Around these four types of mainstream channels, a national dealer system was established. The strategy was channel king, market sinking, direct-operated terminals, flat channels, and mind-share occupation. This system and tactics, I call it ground network operation. Historical Stage 2: Traffic on PC Internet:
  1. Express delivery eliminated channels
  2. Online banking eliminated terminals
  3. SNS (social media) eliminated traditional media
  4. SEO eliminated advertising
  5. Clients eliminated shopping At the communication level, search + portals were the main focus. For a time, Baidu SEO marketing tips were everywhere. Corporate websites became standard, more for display, occupation, and placement. At the channel architecture level, platform e-commerce operations were added. Bestsellers, traffic, and conversion rate were the three axes of marketing in this period. The best marketing school was in Taobao University. Enterprises began to have their initial consumer data, and Taobao brands began to emerge. Brand companies went from rejection to support, to full embrace. Platform e-commerce, due to the "siphon effect," gained huge platform traffic. Conversely, the ground network system, because traffic was cut and diverted by PC Internet, and brand traffic as traditional media gave way to new media, old routines stopped working. Both sales traffic and communication traffic hit the awkward situation of a dud. With the representative of Bubugao finally joining the Tencent camp before January 2018, AT completed the digital marketing integration and transformation of traditional C-end retail. It became online commercial real estate, with traffic, entrances, and data. The C-end e-commerce network system was initially established. To some extent, enterprises began their exploration of digital marketing communication and channel construction. Historical Stage 3: Traffic on Mobile Internet: At the awareness and communication level, as mobile internet empowers consumers, the enterprise marketing environment has entered the era of consumer sovereignty. The era of consumer sovereignty means that enterprise marketing has shifted from factory sovereignty and channel sovereignty to consumer sovereignty. Consumers' identity and role have changed from onlookers and shoppers to communicators, investors, and experiencers. Consumer sovereignty is due to the explosion of "new consumption." When Wu Xiaobo's article ignited the Chinese people's enthusiasm for Japanese toilet seats, the "consumption upgrade" that began in 2014 became a hot search term. It also showed everyone the power of the era of consumer sovereignty. When mobile phones became an extension of human organs, and social traffic became the main source of enterprise traffic, it brought huge opportunities to our enterprises. Reflected in marketing, many new marketing elements have emerged. Consumption stratification, mainstream shifting, and demand chains began to drive supply chains. Communities, scenarios, IP, internet celebrities, and technology aggregated together, evolving into new demand chains.
  • Scenario Marketing: Based on mobile internet, when our traffic comes from scenarios, scenarios are products, sharing is channels, cross-group is communication, popularity is traffic, and cross-border is momentum. Examples include Zhongjie 1946 selling 100,000 popsicles in 4 minutes, Pechoin with 8 million reads last year, Heytea with people queuing 7 hours for a cup, and the cooperation between Shanghai Atour Hotel and NetEase Yanxuan.
  • Community Marketing: Based on mobile internet empowerment, consumers' identity and role change. Consumers, from coarse target market labels, migrate to APP accounts, communities, forums, videos, audio, WeChat, Weibo, and Toutiao. Circles and communities form. How enterprises light up communities, using communities to initiate product development, price design, touchpoint communication, channel construction, outlet layout, talent recruitment, group buying, and a series of marketing actions, becomes a new proposition.
  • IP Marketing When our consumers are stratified and divided into circles, and have a strong demand for content supply products, IP marketing emerges. Users interact with beloved emotions, feelings, and complexes in the form of content images and scripts, and deeply participate. IP becomes the spokesperson of the circle. Users "employ" IP brands to showcase their lifestyle, work style, leisure style, and even spiritual style. When IP empowers products, the product is not just a product. According to Jiang Xiaobai's father, Old Tao, "When the product comes out, the script comes out; when the script comes out, IP comes out." The product becomes a connector and an interface for communication with users. IP even changes the frequency of consumer purchases, turning low frequency into high frequency.
  • Digital New Media and New Channels Emerge With the empowerment of mobile internet and AI technology, the integration of communication, transaction, and relationship, and the degree of digitalization, are increasingly high. A large number of new media have emerged, such as Douyin. The standard configuration of corporate self-media has shifted from two micros and one headline to two micros and one shake. With the development of digitalization, since 2012, China's circulation market has begun the germination of digital transformation. As of 2018, according to research data from New Distribution, there are more than 300 FMCG B2B e-commerce platforms nationwide, from national ones like Alibaba Retail Link, JD New Channel, Zhongshang Huimin, Zhanghe Tianxia, Yijiupi to regional ones like Furong Xingsheng, Xingaoqiao, Yihao Life, and Yi Shenghuo. The e-commerce department of enterprises can add B2B channels. Furthermore, social e-commerce based on social traffic has risen strongly in the last 3 years. With the "poison mask" incident, this channel finally ushered in its healthy development period. Platform social e-commerce like Yunji, Pinduoduo, Global Catcher, and Sibu began to alert traditional e-commerce like Taobao, becoming new volume platforms for enterprises. Content e-commerce that grows around circle monetization, such as Huxiu, Junwu Ciduimian, and adult product content e-commerce, fills the customized and special supply channels for enterprises. Since then, the enterprise's sky network (new media communication + traditional media communication), e-commerce network (B2B+B2C), ground network (traditional channels (KA + circulation + BC + special channels)), and people network (communities + social e-commerce + content e-commerce) have basically been established. Four networks in one, cross-coverage, up and down traffic diversion, achieving a combination of new independent traffic and platform traffic, online and offline integration, and connecting networks and communities. Communication, transaction, and relationship are integrated, starting the operation and management of user assets, thereby turning user assets into brand assets. 2. Five New Whole-Network Marketing is the Basic Architecture for Enterprises to Implement Digital Marketing Transformation In summary, with internet technology and thinking empowering and liberating the value chain, supply chain upstream and downstream, and consumers, we can finally start a new marketing model based on data and consumer profiles, as well as experience-based market insights—whole-network marketing.

Step 1 of Whole-Network Marketing: New Products

Step 2 of Whole-Network Marketing: New Models

Step 3 of Whole-Network Marketing: New Organizations

Step 4 of Whole-Network Marketing: New Communication

Step 5 of Whole-Network Marketing: New Channels Step 1: New Product Smart Manufacturing Every enterprise and every product can be redone in an internet way. What dissatisfaction do the customer circles we know have with the products on the market? What pain points and itch points are there in product, price, channel, and communication interface? What supply chain resources should be organized to solve them? How large is this customer circle, and what is their purchasing power? Are their awareness channels and sources based on new media or traditional media? Do they follow the crowd or trust experts? Without a deep understanding of existing consumption circles and extreme pursuit of products, new products will not appear. What would Xiaomi be without Lei Jun? What would Jiang Xiaobai be without Tao Shiquan? Whole-network marketing is a top leader project. Without the attention, desire for change, and innovation of the top leader, it is hard to play. Brother Dong summarizes five standards for new products:

  1. Love at first sight: Has good looks, communication interface, good packaging and experience that speaks.

  2. Want to buy after a taste: Raw materials, specifications, packaging form, with ritual and participation.

  3. Want to share after buying: Product consumption has social currency attributes.

  4. Ultra-high cost performance: This is the key factor for repurchase; either value for money or more than value for money.

  5. Ignite in a niche: Especially fits the consumption, investment, showing off, strong experience, and strong sense of belonging of a certain circle. Step 2: New Model Closed Loop The so-called new model actually answers two questions: one is where traffic comes from, and the other is how to convert/monetize. If traffic sources are basically social traffic, then traffic mining and fission should start from communities, scenarios, IP, internet celebrities, and group buying. If traffic comes from search traffic, then traffic mining and monetization should start from SEO, drill exhibition, direct traffic, website optimization, etc. Where traffic comes from solves the traffic entrance and traffic direction problems; How traffic converts is whether to convert offline or to e-commerce. Step 3: New Organization

  1. In addition to the traditional air force (marketing department) and red army (sales department), should the enterprise establish a new media marketing team? Build in-house or outsource?

  2. Should a new channel team be established? Independent or mixed? How to set the assessment mechanism?

  3. Internally, adopt the Amoeba model (group/project system)?

  4. Self-organization construction: community activities, community operations, membership system, dealer recruitment Step 4: New Communication Establish the enterprise's own digital marketing communication matrix, from corporate self-media (products + official account + Weibo + Douyin + e-commerce website), social new media (subway, airport, etc.), and online new media (major head content APPs + service APPs + SEO, etc.) to carry out the communication matrix from three angles. Open accounts, study tactics, plan creativity, and communicate through articles, images, videos, audio, live broadcasts, copywriting, posters, H5, etc.; The key is content supply chain management and interaction methods, with warmth, creativity, and viral spread. Step 5: New Channels New communication solves the enterprise's independent traffic problem. Once brand independent traffic is formed, it should be directed to the three networks (e-commerce network + ground network + people network) to turn traffic into sales and traffic into increment. Through these five steps, combined with the enterprise's own resources, under the premise of the top leader project, fully introduce whole-network marketing. Ren Xiaodong: Partner of New Distribution Well-known FMCG B2B e-commerce expert & FMCG marketing expert, a veteran marketer. Former Deputy General Manager of Lakala E-commerce Company, General Manager of Xianyu Technology Community and E-commerce, Vice President of Brand Marketing at Xingaoqiao Network. Author of the community marketing chapter in the monograph "Triggering Demand" In 2015, proposed the concept of "three-degree fan marketing," "online three-degree fan marketing, offline three-degree distribution." In 2018, proposed the concept of "whole-network distribution," advocating the establishment of enterprise digital distribution service networks. -END-