Scan the QR code in the image to register New track means innovative categories; new play means innovative marketing. New play boosts the success of new tracks; new tracks add creative space for new play. Most successful new tracks are accompanied by a new play. -01- What is the most powerful aspect of digital marketing in practice? Acquiring new users, promoting new products, high frequency, and activation. These are the four major marketing values I have summarized. Acquiring new users means attracting new customers, creating user increment—there is increment. Promoting new products means launching new items. The success rate of digital new product promotion is relatively high—there is increment and added value. High frequency means purchase frequency is higher than normal—there is increment. Activation means activating the B-end through the C-end, using increment to activate existing stock. BC integration—there is increment. In marketing, these are remarkable four major marketing values. Some create incremental space, others create value-added space. If it's a combination of new track (new product) + digital marketing, then it's the simultaneous effect of the four values of 【promoting new + acquiring new + high frequency + activation】, which can both add value and increase volume. Before the 2010 pandemic, when I experimented with digital play at Jiajia (Jiajia Soy Sauce), I only had a feeling of increment and value addition. After the experiment, the logic was verified as correct. Jiajia's impressive annual reports for 2019 and 2020 reflect the results of the new track + new play. -02- In May 2019, I proposed the concept of "BC integration" during a sharing session at the Fan Research Institute, and there was much skepticism at the time. This was something that had never existed in past channel distribution. If you can't convince with reasoning, conquer with facts. In 2019, marketing digitalization was still not widespread, and digital tools were limited. Without digital tools, we devised a simulated digital play. BC integration first requires mobilizing the C-end. As long as you guide the C-end to specific B-end outlets and create increment for them, you can activate the B-end. If it's a new track, it can also create value-added profits for the B-end. Creating increment and value-added profits is the leverage to activate the B-end. Activating the B-end allows the B-end to contribute existing stock. The principle of BC integration is not deeply understood without practice. After practice, you become "addicted" because the results exceed expectations. At the end of 2019, we found two county-level markets at Jiajia. We first piloted with several B-class and C-class stores. Within a few days, results appeared. One C-class store sold over 300 bottles of soy sauce in a day. This had never happened before, astonishing the store owner. The core of BC integration is mobilizing the C-end. But why would the C-end listen to mobilization? Current digital play is online mobilization. But in 2019, digitalization was not widespread, so our approach was: KOC + scenario experience. Jiajia "reduced-salt soy sauce" terminal scenario With scenario experience, KOCs gain strong cognition. With strong cognition, KOCs contribute the C-end. We call this "relationship transfer." According to the "three-step explosion" of three-dimensional connection, the first step is "single-store explosion," the second is "regional explosion," and the third is "national sensation." As long as a single store is exploded, dozens of stores in a county can link up to explode the county. In 2019, Jiajia's play could only adopt simulated digitalization. At the end of 2020, we adopted the one-code-one-object 4.0 play at Xiaoshile, exploding a county in one month. The principle is the same. -03- Promoting new products is where marketing digitalization excels most. Promoting new means launching new products. Digitalization is especially effective for promoting upgraded new products. Many people think e-commerce usually uses low-price strategies, with new products launched at low prices. Digital promotion, because of scenario experience, which provides strong cognition, is actually conducive to promoting upgraded new products. Jiajia once conducted an experiment. As long as users had scenario experience, they typically purchased higher-priced products. Because users discovered that higher-priced products were actually more cost-effective. Digital play is not only online. Scenario experience is the starting move of new marketing, and it happens offline. What new products to promote? Jiajia's founder Yang Zhen is a product expert and creative expert. The pull rings now commonly used in soy sauce and edible oil were invented by Yang Zhen. Jiajia had many new products at the time, and many were good. We immediately set our sights on "reduced-salt light soy sauce." In the food and catering industry, reduced salt is a new track. It's similar to the new beverage track represented by Yuanqi Forest. Yuanqi Forest is "reduced sugar" (0 sugar), while reduced-salt light soy sauce is "reduced salt." According to 2017 statistics from The Lancet, China ranks first among the world's top 20 populous countries in cardiovascular disease mortality and cancer mortality caused by dietary structure issues. "The biggest killers are not sugar and fat; the top three causes of death from dietary structure issues are high salt, low whole grains, and low fruit diets. We then created a Chinese "salt reduction map. The World Health Organization recommends a daily salt intake of 6g**, while The Lancet is stricter, suggesting an optimal standard of around 3g. But China, measured by province, generally ranges from 10g to 15g. From a professional perspective, good products require research and rigorous argumentation. From a user perspective, good products need "eye appeal," being "love at first sight." Reduced-salt light soy sauce is a product with "eye appeal." Users accept it at first sight and feel it upon experience. -04- Internet new play, besides the aforementioned KOC + scenario experience, also has a communication mainline. After 2009, few new brands succeeded through mass media advertising (CCTV ads). Jiajia once enjoyed the advertising dividend. Now we need the new dividend of internet communication. Communication theory tells us: Density is cognition, density is brand, density is IP. In another colloquial phrase: Either a dud or an explosion. So, when talking about communication now, we often use a term: explode. Either explode or return to zero. What is communication density? It's the absolute communication volume in a small area (like a county or city) within a short period. Through absolute communication volume, we achieve "cross-coverage" of users, making it impossible for them to "escape." How to create communication density? National communication density requires content fission, which has a large element of chance. But regional communication explosion has another logic: hundred-store linkage, thousand-person resonance, ten-thousand-person dissemination (live streaming). At the end of 2019, Jiajia tried this play. During World Salt Awareness Week in 2021, Jiajia played it again. This is exactly the "integration of brand and effect" play. The so-called "brand" is the strong cognition formed by communication density—brand cognition; the so-called "effect" is the result—sales. March 8 to 14 is "World Salt Awareness Week," and Jiajia once again achieved communication explosion through high-density communication. B-end, KOC, and big C concentrated communication, setting off a communication wave in local areas. Source: Teacher Liu's Digital New Marketing