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Expert Profile Liu Chunxiong: Associate Professor at Zhengzhou University, founder of the New Marketing system, former Deputy General Manager of Shuanghui Development, former Deputy Editor-in-Chief of "Sales and Marketing" magazine, and named "Outstanding Marketer of the Year" at the 11th China Food Industry Growth Star Awards in 2017.

1. 4P All Communication 4P all communication essentially means making all marketing activities communicative; everything is communication. The goal of new marketing is to create independent traffic, and independent traffic comes from communication. Therefore, making all 4Ps communicative becomes a tactical issue at the operational level of new marketing. The basic logic of 4P all communication is as follows:

Product: Product is IP. IP is the potential for autonomous communication. Channel: All touchpoints are communication points. All channel members are KOLs, meaning the army (sales force) is also the air force (communication force). Promotion: All promotional activities have communication value. Ground promotion activities should also create communication energy and simultaneously engage in communication. Price: Price is the quantification of IP value. If the above three points are achieved, value is reflected in price, and price is the result of communication.

In the new marketing 4P framework, product is communication potential; channel is the flow of potential; promotion is event ignition; price is the quantification of communication. Interpreting the 4Ps from a communication perspective seems more logical than traditional marketing.

2. Product is IP We are now in an era of abundance; consumers have been greatly satisfied in terms of quantity and functionality. What consumers can never be satisfied with is desire, psychological satisfaction. Products in the internet age should meet three conditions: First, they must have fans; fans are supporters and communicators. Products without fans are mediocre. Second, they must become social currency, serving as topics for offline or online social interaction. Third, they must be personified. Product is IP, and IP is the potential for autonomous communication. If these three conditions are met, the product carries its own topics and potential.

3. All Touchpoints are Communication Points All touchpoints is a key term in Integrated Marketing Communications (IMC). The main body of all touchpoints is the channel chain, followed by the company's upstream (supply chain) and horizontal partners. All members of the channel chain include the brand's sales force, distributors' sales force, retailers' sales force, and other channel partners. All touchpoints being communication points means that all channel members can be regarded as KOLs. In fact, a qualified channel member indeed possesses the qualifications of a KOL. The new brand "Xiaoshile Hawthorn Refreshing" quickly succeeded in local markets for two important reasons: First, channel members in key markets were basically fans of the "Hawthorn Refreshing" product, which Xiaoshile called the "full-channel fan chain"; Second, they used channel members to initiate communication, forming cross-coverage in local markets (such as county-level markets), thereby igniting local markets, which Xiaoshile called "full-channel communication." These two aspects have a causal relationship. Because channel members are fans of the product, they can initiate "full-channel communication."

4. All Promotional Activities Have Communication Attributes Since deep distribution, promotional activities aimed at driving sales have roughly two goals: First, to promote sales through push, with sales volume as the promotional target. This is the conventional practice of most companies and was once very effective, forming the standardized action of "distribution + promotion" for sales. Second, to revitalize terminals as the goal of promotion, which is an advancement in terminal promotional activities. In the later stages of deep distribution, some companies like Uni-President established a "promotion-led sales system" and set up the standardized promotional action of "three consecutive precise strikes" to revitalize a terminal, which significantly contributed to the rise of Uni-President's Lao Tan pickled cabbage instant noodles. Terminal promotion, from one-time sales increase to revitalizing terminals, taking sales to a higher level, is an improvement. Unfortunately, most companies stop at the first goal. Applying the internet to promotion can make promotional activities more interesting and communicative. A one-time offline promotion not only drives sales and revitalizes terminals but can also spread online, forming broad communication coverage and greatly improving promotional efficiency. Jiangxiaobai's early offline promotional activity "Yue Jiu" (Drinking Appointment) had a strong sense of ritual, participation, and interaction. For participants, there was a strong desire to "share" the activity, and the sharing by a group of participants is communication.

— Excerpted from Liu Chunxiong's latest work "New Marketing"

On August 22-24, the 2018 China FMCG Digital Innovation Conference, themed "Finding New Growth Engines," will be held in Shanghai. The conference will build a bridge for brand owners, distributors, retail enterprises, and marketing agencies, helping FMCG manufacturers obtain the latest information, understand best practices, and master more practical transformation skills.

On the afternoon of the 22nd, Liu Chunxiong (founder of the New Marketing system), Li Xuefeng (General Manager of Xiaoshile), Zhang Xuejun (renowned marketing expert), Fang Gang (practical marketing expert), Niu Enkun (famous community marketing expert), Liu Peng (Deputy General Manager of Jiangxiaobai), Chen Ruifen (General Manager of Uni-President Tea Business), and Gu Tiefeng (CEO of Answer Tea) will gather to deconstruct new marketing and discuss new marketing strategies for brand owners in the internet era.

More exciting content awaits at the 2018 China FMCG Digital Innovation Conference. Xiaoshile looks forward to seeing you there!

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