---
title: "Goodbye, Mass Market!"
description: "Recently, New Beer, together with seven teachers including Liu Chunxiong, Zhao Dayu, Ding Ding, Niu Enkun, Zhao Bo, Bao Yuezhong, and Chen Fenghua, organized an immersive study tour for over a hundred group members from seven major communities. Before the tour, they participated in Ubrew's 3,000-kilometer heavy-load cycling event to Sanya, which took half a month and covered 11 cities. During the tour, I shared a topic: Goodbye, Mass Market! This topic was something I had been observing and pondering during the Ubrew Sanya ride, and after arriving at Lidu, through immersive experience participation and in-depth exchanges with Commander Tang and Teacher Liu Chunxiong, a thinking framework gradually formed."
author: "方刚"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2019-04-27"
language: "en"
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markdown: "https://xinjignxiao.com/en/articles/goodbye-mass-market-26367536.md"
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---

# Goodbye, Mass Market!

> Recently, New Beer, together with seven teachers including Liu Chunxiong, Zhao Dayu, Ding Ding, Niu Enkun, Zhao Bo, Bao Yuezhong, and Chen Fenghua, organized an immersive study tour for over a hundred group members from seven major communities. Before the tour, they participated in Ubrew's 3,000-kilometer heavy-load cycling event to Sanya, which took half a month and covered 11 cities. During the tour, I shared a topic: Goodbye, Mass Market! This topic was something I had been observing and pondering during the Ubrew Sanya ride, and after arriving at Lidu, through immersive experience participation and in-depth exchanges with Commander Tang and Teacher Liu Chunxiong, a thinking framework gradually formed.

Recently, New Beer, together with seven teachers including Liu Chunxiong, Zhao Dayu, Ding Ding, Niu Enkun, Zhao Bo, Bao Yuezhong, and Chen Fenghua, organized an immersive study tour for over a hundred group members from seven major communities.
Before the tour, we participated in Ubrew's 3,000-kilometer heavy-load cycling event to Sanya, which took half a month and covered 11 cities!
During the tour, I shared a topic with everyone: Goodbye, Mass Market! This topic was something I had been observing and pondering during the Ubrew Sanya ride, and after arriving at Lidu, through immersive experience participation and in-depth exchanges with Commander Tang and Teacher Liu Chunxiong, a thinking framework gradually formed!
**The Wise Know Boundaries**
Chinese beer should thank imported beer, which opened the Pandora's box of diversified consumer demand and broke the ceiling of beer prices! Chinese baijiu should thank three brands: Moutai, as the industry leader, continuously breaks through the ceiling and raises the industry's profitability; Jiangxiaobai, with the spirit of "squeezing milk from stones," gets young people who don't drink baijiu to drink it, horizontally expanding the boundaries of the baijiu category pond; Lidu, as a small enterprise, educates consumers from a value perspective, expanding the boundaries of what small enterprises can do in terms of value; because the sense of value is created, price naturally becomes a non-issue!
In the past, the sense of value in baijiu was hammered out through advertising and packaging! First-tier brands occupied CCTV, second-tier brands fought over satellite TV. But Lidu used immersive experiences to define its target consumer boundaries, spending almost nothing on advertising!
Commander Tang shared two anecdotes in his report:
Anecdote 1: We don't do industrial tourism; those tourists are not our target (outside our boundaries), even if they come and buy our thousands-of-yuan popsicles and eggs, they hold no value for the Lidu brand. This is a high-dimensional decision based on rational judgment, knowing the boundaries of what we want!
Anecdote 2: Advertising has no warmth; even if I had millions or tens of millions in advertising budget, I'd rather use it to engage with consumers through experiences, even if it means treating our users to food and drinks!
Knowing boundaries is essentially knowing users! It's not about knowing what you can do, but crucially knowing what you cannot do! All claims of omnipotence are pitfalls: when you define your user boundary as everyone, that's when the pitfall appears!
This is also why, a few days ago, we did the 3,000-kilometer heavy-load ride with Ubrew, and combined with online promotion across 300 bars nationwide, the Ubrew 40 Nautical Miles IPA launched online sold out within half an hour, with bottles hard to come by...
In the era of fragmentation, circles stand like forests; within the boundary, it explodes; outside the boundary, there's no feeling—this is the characteristic of this era!
**The Era of Circles: The Anti-Conformity Era Arrives!**
The era where material things bring happiness is over; shopping no longer necessarily brings joy! In the past, emphasizing material quality was because demand was strong, and good products would sell well; the second background was that productivity was relatively backward, counterfeit and shoddy goods were rampant, and material quality could bring trust. Today, with overall corporate improvement, the probability of counterfeits is lower, and distinguishing product quality on material or physical attributes is no longer meaningful, nor is it easy to convey through language or packaging!
Consumers see is what they get; experience brings recognition!
In an era of numerous circles, the shallow recognition code within the same circle may be aesthetics, while deep recognition is spiritual, including language, hobbies, etc. This reminds brand owners to note in their brand appeals that a loach cannot perceive the life and psychology of a carp; to enter the carp's boundary, the leader must possess the carp's experiences and genes, even lifestyle habits and language style!
If the leader isn't excited, everyone is dull! Commander Tang's IP genes are excellent, not just the commander-style hat, but more importantly, he has communication skills and outreach compatible across circles, super learning ability, good instincts, and quick action.
The soul of the army is bestowed by its leader; the IP gene giver is also the corporate leader.
The original meaning of IP is warm, increasingly human-like brands; those that can communicate and interact are IP, while cold, mechanical preaching is traditional branding! If the leader can't be the IP, everyone else is just a bystander or a worker, especially for niche brand IP building.
**Niche Nationalization: This Future Is Not a Dream**
During the Lidu study tour, I learned that many domestic baijiu brands with hundreds of billions in revenue have visited Lidu. Teacher Niu Enkun casually remarked: "Now, if you're in the baijiu industry and don't know Lidu, it's like you're not part of the baijiu circle!"
This B-end dissemination power is the result of phenomenal communication, a result many companies dream of, and a result that can be achieved at low or even zero cost in the internet age.
In the baijiu industry, Jiangxiaobai's Tao Shiquan said Jiangxiaobai has obtained half a ticket to nationalization; in the beer industry, niche brands like Ubrew and Taishan Original Pulp have also set up frameworks for national expansion. From the past intensive cultivation and dense-net harvesting tactics, many companies have explored the skimming tactic of "broad sowing, thick harvest": I only want users within my boundaries!
In terms of ecology: offline spaces have created giant brands, online has created Taobao brands, and in the future, community spaces—especially community-based communities with trust endorsement—will create countless niche brands, and perhaps even a large number of enterprises with quality products but no brands will emerge!
**There Is a Source of Living Water: Channel to Water vs. Water to Channel**
In the past, marketing organizations and paths were formed against a backdrop where demand exceeded productivity, creating a seller's market smile curve under conformity: the two corners represent production and sales ends—in the past, the supply side was at a high position, the consumer side at a low position! The channel was at the lowest point between the two ends!
In this situation, as long as you build the channel well, water flows through, forming the mass marketing subconscious: channel first, brand second; rather lose the brand than lose the channel!
With the rise of the mass middle class and the improvement of consumer status, coupled with the internet wave, urbanization, and consumption upgrade, the commercial system is highly active and rapidly developing, with various fragmented business models emerging and evolving quickly, but long-term they won't settle. The future is an era of collective confusion for mass brands; non-growth and non-moving inventory will be the norm! Subsistence brands will stagnate or decline long-term, personalized brands will spring up like bamboo shoots after rain, and niche brands will emerge in clusters!
Water to channel is a new interpretation of C2B logic: demand forces the supply side to reshuffle, simultaneously guiding channel evolution and transformation! In the past, where there was B, there was C; now it's not necessarily so!
Conversely, where there is C, there will be B! In plain terms: where there is demand, there will be service! When boundaries are defined and C-end momentum accumulates to a critical point, if you are fragrant, butterflies will come; channels will naturally form!
Either go 2C forever, or follow the seed-grain law of C and B!
The first sentence is "C-end is the head, B-end is the waist."
The second sentence is "C-end blooms, B-end bears fruit."
The third sentence is "B-end is the amplifier and stabilizer."
Source: New Beer, Author: Fang Gang
Tips will be paid 400-2000 yuan once adopted
**China FMCG + Internet Professional New Media**
**Dedicated to FMCG manufacturer and distributor transformation and channel digital solutions**


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