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01 New Marketing Trilogy
In the era of traditional marketing, I collaborated with Mr. Jin Huanmin to publish “Sales is King,” “Sustained Growth,” and “Let Growth Change Destiny” in 2008, 2009, and 2020 respectively, known as the “Growth Trilogy.” Focusing on “sustained growth” has since become a hallmark of my marketing research.
The internet has transformed marketing, leading to the “New Marketing Trilogy”: “New Marketing” was published in 2018, “New Marketing 2.0: Three-Dimensional Connection” in 2021. “New Marketing 3.0: bC Integrated Digital Transformation” is the finale of the trilogy, continuing to study growth issues in the context of channel digitalization. “New Marketing” proposed an analytical and cognitive framework for new marketing based on the characteristics of the information age: scenarios, IP, communities, and communication. The focus was on the analytical framework. “New Marketing 2.0: Three-Dimensional Connection” emphasized the user connection system, with the core being the three-dimensional connection that integrates “offline, community, and network” (as proposed by Mr. Shi Wei), achieving the trinity of “cognition, transaction, and relationship” in marketing. Three-dimensional connection serves as both an epistemology and a methodology for marketing in the internet age.
“New Marketing 3.0: bC Integrated Digital Transformation” is dedicated to using digitalization to connect the entire distribution chain, linking manufacturers (F-end), distributors (B-end), retailers (b-end), and users (C-end) through digital means. It presents a methodology and operational model for digital new marketing.
Thus, the logical thread of the “New Marketing Trilogy” is: user cognition, user connection, user operation. “New Marketing” emphasizes the analytical and cognitive framework; “New Marketing 2.0: Three-Dimensional Connection” emphasizes the user connection framework; “New Marketing 3.0: bC Integrated Digital Transformation” emphasizes the operational framework after connecting users. The trilogy forms a progressive content relationship, suitable for continuous reading, while each volume also has its own integrity and applicability, suitable for standalone reading.
02 Strategic-Level Option
“New Marketing 3.0: bC Integrated Digital Transformation” is suitable for brand owners, distributors, and retailers in traditional enterprises. Traditional enterprises have only three options for digitalization:
- Digitalize by following platforms, such as e-commerce, live streaming, O2O, etc.
- Start anew and reach users directly, such as private domain or DTC, which essentially is digital retail, or more simply, digital direct selling.
- Digitalize the entire traditional distribution channel.
For the overall digital transformation of distribution channels, there is actually only one digital method: bC integrated digitalization. What makes traditional enterprises traditional is the huge offline stock. The scale of offline stock digitalization determines the focus, path, and results of digital transformation for traditional enterprises.
As long as the distribution business model remains unchanged and offline stock remains huge, bC integrated digital transformation is unavoidable.
For FMCG distribution enterprises with large stock, bC integration is the strategic-level priority option for digitalization; all others are tactical.
03 Five Modules
“New Marketing 3.0: bC Integrated Digital Transformation” includes five modules.
Module 1: Digital Main Battlefields and New Models: There are three main battlefields for digitalization: platform e-commerce, bC integrated digitalization, and new manufacturing + new retail. Platform e-commerce has entered a low-growth phase; the second main battlefield is currently bC integration, which is the strategic option at present; new manufacturing + new retail is still distant.
Module 2: bC Integrated Digitalization “Six Doubles” Methodology: This addresses the methodology for manufacturers, distributors, and retailers to “share the C-end” among the three parties. This is a digital model completely different from e-commerce (B2C) and private domain new retail (F2C). The “Six Doubles” model makes “sharing the C-end” possible.
Module 3: Digital Operation “Five-Step Method”: Similar to the “Eight-Step Method” for deep distribution, the “Five-Step Operation Method” will make bC integration reliable in practice.
Module 4: Digital Transformation: This addresses the organizational issues of digital transformation. Who will fight the battle of distribution digitalization? Both manufacturers and distributors are subjects of bC integration.
Module 5: Digital Panorama and Digital Closed Loop: Digitalization starts with connecting the C-end and benefits from the marketing closed loop. However, to fully leverage digitalization, a complete closed loop must be formed. This is a consideration for moving beyond marketing digitalization toward comprehensive digitalization.
04 Growth Mindset
Whether in the traditional marketing era or the internet era, marketing thinking has two major directions: one is growth thinking, which solves strategic issues (changing destiny) while addressing growth; the other is grasping the pulse of Chinese marketing, from practice to practice, catching the future train while solving current problems. When solving problems, embed epistemology and methodology systems. Lead trends while reflecting the mainstream. To put it more clearly, combine theory with practice, integrate tactics into strategy, and combine short-term with long-term.
Due to limited ability, the above ideas may not be fully reflected, and further research is needed.
Since “New Marketing 3.0: bC Integrated Digital Transformation” is the finale of the “New Marketing Trilogy,” I will settle in the field of digital marketing research for a considerable time. My main focus will be on deep practice and health maintenance.
The “New Marketing Trilogy” is published by different publishers and is available on sites like JD.com. This article includes a mini-program link from the publisher for “New Marketing 3.0: bC Integrated Digital Transformation.”
With the new book published, I feel both honored and anxious. Welcome criticism and corrections, and welcome communication! Special thanks to everyone!
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