---
title: "New Marketing Practical Case: From 'Terminal Wins' to 'Community Wins'!"
description: "This article presents two real cases demonstrating the shift from traditional terminal-based marketing to community-based new marketing. The first case involves a brand that, after struggling with declining sales, successfully implemented a new marketing strategy using social media, mini-programs, and community marketing to achieve significant growth. The second case shows how Beikang diapers leveraged community group buying and social e-commerce to exceed sales targets, highlighting the importance of connecting with consumers in their daily environments."
author: "任小东"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2019-05-01"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/9FUrSsrfI3czJA_py1kBtQ"
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# New Marketing Practical Case: From 'Terminal Wins' to 'Community Wins'!

> This article presents two real cases demonstrating the shift from traditional terminal-based marketing to community-based new marketing. The first case involves a brand that, after struggling with declining sales, successfully implemented a new marketing strategy using social media, mini-programs, and community marketing to achieve significant growth. The second case shows how Beikang diapers leveraged community group buying and social e-commerce to exceed sales targets, highlighting the importance of connecting with consumers in their daily environments.

Recently, I'm quite excited! Let me share two images with you.
Decryption 1: 1,145 upcoming events will be promoted through a combination of community marketing, mini-programs, and new media marketing (see image below).
It's real, with pictures and truth!
This is a fresh internal battle report!
It's also the opening move for a brand's 2019 new marketing strategy implementation!
Background:
In 2018, as a new marketing consultant, I conducted B2B channel planning and organization for Brand A, as well as team building and strategy guidance for their interactive marketing department, comprehensively enhancing the brand's ability to cultivate and sell products, achieving good results. In 2019, with the chairman's support, I continued to guide the brand's new marketing system construction, **planning a new marketing pyramid strategy, fully building the B-chain and C-chain marketing operation systems, and using comprehensive new marketing methods such as mini-programs, one-item-one-code, community marketing, Weibo marketing, and Douyin marketing to achieve the integration of the three-dimensional space 'online, offline, and community', thereby getting infinitely close to consumers, shifting from the previous 'winning at the terminal' to 'winning in the community' and 'winning with group leaders'.**
So, what point am I trying to make?
Let me provide another background:
You should know that before 2015, 90% of Brand A's sales came from 1,500 sales promoters in KA hypermarkets across China. After 2015, they suddenly felt sales decline and couldn't find a growth path. In 2016, Brand A's B2C channel was less than 6 million yuan, handled by external distributors.
After painful reflection, with the guidance of external consultants, they resolved to break through in the B2C channel, building their own B2C operation team. By 2018, the B2C channel reached 130 million yuan. In 2018, they laid out the B2B channel, social e-commerce channels, and new media, achieving growth exceeding the industry average.
Now, the brand, through the **'Five New' (new products, new organization, new models, new channels, new communication) and 'Full Network' (the cross-coverage of sky network, electricity network, ground network, and human network), creates the brand's private domain traffic, combined with public domain traffic, achieving the integration of all-domain traffic.**
That's why we have the WeChat communication images at the beginning, the latest new marketing battle report.
What I want to say is:
The so-called new marketing is shifting from winning at the terminal to winning in the community! Through WeChat groups, mini-programs, H5, Douyin, SCRM systems, and other methods, we achieve C-end customer online presence and conversion. This connects offline traffic, online traffic, community traffic, and brand traffic.
**Traffic is sales!**
If this example doesn't illustrate new marketing, let me give another example:
The two images above might be confusing; let me explain:
These are the data for Beikang diapers at a community swimming pool and a pediatric massage clinic, achieving two months' sales in one day. Through group buying models, they reached twice the original target, with an average order value of 650 yuan. It's worth noting that in the group buying model, few in the industry exceed 100 yuan in average order value.
Beikang diapers incubated the 'Xiaobaizuan' brand, and before 2018, through social e-commerce fission, they achieved nearly 100 million yuan in growth. However, after the second half of 2018, with insufficient social e-commerce traffic, both sales and team showed a declining trend. In 2018, community group buying became hot, but cooperation with community group buying companies didn't work because these companies focus on daily household consumption scenarios, not baby and child consumption scenarios.
What to do?
Get infinitely close to consumers!
**Find typical consumption scenarios and places, then use new marketing methods such as community marketing, mini-programs, and KOL IP building on WeChat Moments to achieve customer connection, online presence, conversion, and purchase.**
2019 is the first year of new marketing implementation and toolization, and also the first year of traditional enterprises + internet.
Let me summarize the logic of these two cases:
Infrastructure preparation: Enterprises need to plan and lay out the B-chain and C-chain, including teams, departments, mini-programs, malls and micro-malls, SCRM system matrix, and be prepared in the three links of 'cognition, transaction, and relationship'.
Business teams should shift from single-channel customer acquisition to social channel customer acquisition. For example, my suggestion to Brand A was **to work six days a week, with 5 days for channel work and 1 day for community work.**
This community refers to the gathering places of target consumers, not necessarily geographical communities, but more often internet-based communities. It includes the interconnection, mutual traffic, and mutual conversion of online communities, offline communities, and community groups.
In summary, **the practical logic of new marketing is to shift from the previous 'winning at the terminal' to 'winning in the community' and 'winning with group leaders'.**
From sweeping streets to sweeping people; from deep distribution to deep fan distribution.
If the tip is adopted, a reward of 400-2000 yuan will be paid.
**China FMCG + Internet Professional New Media**
**Dedicated to FMCG manufacturers' transformation, upgrading, and channel digital solutions**


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Contact: zhaobo258@gmail.com · +86 158 5481 7671