---
title: "Three Approaches to Product Promotion Using Digital Methods"
description: "When online channels fail to provide stable repeated information exposure, brands cannot build muscle memory or deeper consumer awareness. Therefore, brands are built under limited shelf space and scarce cognitive resources. Consumer awareness comes from both advertising and product experience, so today's product promotion success hinges on creating scenarios for rapid, repeated near-field experiences. This article explores three digital approaches: O2O via Meituan Flash Purchase, bC integration, and the combination of One Code One Product + SFA + B2B."
author: "赵波"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2022-07-21"
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# Three Approaches to Product Promotion Using Digital Methods

> When online channels fail to provide stable repeated information exposure, brands cannot build muscle memory or deeper consumer awareness. Therefore, brands are built under limited shelf space and scarce cognitive resources. Consumer awareness comes from both advertising and product experience, so today's product promotion success hinges on creating scenarios for rapid, repeated near-field experiences. This article explores three digital approaches: O2O via Meituan Flash Purchase, bC integration, and the combination of One Code One Product + SFA + B2B.

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When online channels cannot provide stable repeated information exposure, brands cannot build muscle memory, let alone deeper brand awareness. Therefore, in a sense, brands can only be built under limited shelf space and scarce cognitive resources.
Consumer awareness of a product comes from advertising on one hand, and from product consumption experience on the other. **Today, the true core of successful product promotion is how to create scenarios that allow consumers to have rapid, repeated near-field experiences.**
Today we discuss: **How to complete product sell-through promotion at the level of digital platforms and tools?**
**01 O2O: Starting with Meituan Flash Purchase**
Meituan Flash Purchase is Meituan's LBS-based instant retail e-commerce platform. Leveraging Meituan's massive user base, daily millions of active riders providing hour-level delivery, and Meituan's delivery network covering over 2,800 cities and counties nationwide, Meituan Flash Purchase has, over the past four years, expanded to provide instant delivery for traditional retail categories such as alcohol and snacks, fruits and vegetables, fresh produce, flowers and plants, pets and mother-and-baby products, and digital products and books.
Image source: Meituan official WeChat
Let's discuss the advantages of promoting new products via Meituan Flash Purchase:
1. Meituan Flash Purchase's model, in a sense, evolved from food delivery stores. Many food delivery stores are cloud stores—small storefronts in remote locations dedicated to delivery-only business.
2. The biggest advantage of Flash Purchase is that products and venues are specifically matched based on human needs. Traditional retail models are based on LBS and the daily needs of residents around communities, without data support, resulting in scattered products and broad venues. But Flash Purchase targets precise audiences, making natural demand very clear.
3. 24-hour operation, the biggest advantage is meeting young people's nighttime consumption needs, which traditional convenience stores could not satisfy.
4. Product matching is based on young people; delivery has distinct characteristics and significant mismatch with in-store products. Stocking based on consumer needs can meet demand.
5. All orders come from Meituan, and consumer behavior data—searches, browsing, shopping carts, user profiles—is extremely precise and clear. This enables data empowerment, precise recommendations, and feedback to store operations. In terms of operational efficiency, it greatly shortens the trial operation loss period and the time to adjust product mix, and significantly enhances the accuracy of precision marketing.
8. Point traffic becomes online traffic; the logic of traffic changes, and the way fees are invested also changes.
9. Meituan's platform model indeed breaks the platform curse and genuinely does a good thing for consumers and businesses.
10. For consumers: 24-hour shopping convenience, high product matching coupling, more detailed service, and refined operations for delivery customers make consumers more willing to choose.
11. The possibility of achieving "near-field transactions" with consumers is extremely important for brand owners. Brands can leverage Meituan Flash Purchase's channels and data for precision marketing and targeted consumer campaigns.
12. New consumer brands have another opportunity to go offline. Given China's huge consumption upgrade potential and overcapacity, the value of O2O platforms like Flash Purchase far exceeds that of JD and Alibaba.
13. Of course, not only Meituan Flash Purchase, but other offline retail O2O platforms also have the above capabilities in essence, but in terms of product-user matching and coupling, Meituan Flash Purchase is undoubtedly the best solution.
**02 bC Integration**
bC Integration is a marketing model led by brand owners, using online mini-programs to reach consumers (C) through terminal small stores (b), directly conducting promotions and marketing with the C-end. Leveraging the strong relationship between store owners and consumers, it brings consumers into the private domain, fully understands consumer needs and desires, promotes more communication between stores and consumers, increases purchase and repurchase rates, and achieves multi-party online and data integration.
Image source: Tuchong Creative
Let's discuss the characteristics of promoting new products based on traditional mom-and-pop stores with bC integration:
1. Semi-acquaintance relationships make transactions easier; 2. Based on LBS, market placement points are more precise, making it easier to cover corresponding community groups; 3. All transaction data is online, user behavior is online; 4. Manufacturers directly connect with consumers, data feedback in real time; 5. Users can be deposited into the brand's member private domain system, giving brands the possibility of directly reaching consumers; 6. The original supply chain does not need to be transformed; it is an upgrade; 7. Can precisely intercept market competitors; 8. Wave-based promotion, brands can make targeted investments based on their actual situation; 9. Promotion and sales, new and old products can be flexibly combined, offering greater marketing choice; 10. Transaction volume can be large or small, can be pre-sold for self-pickup, and can be consumption experience.
**03 One Code One Product + SFA + B2B**
This is a combination of digital tools. The ideal state is for enterprises to build a data middle platform that connects store owners, consumers, and salespeople, and then use this tool combination flexibly to implement market promotions based on market conditions. It is a methodology.
1. B2B solves store transactions → persuading store owners to stock; 2. SFA solves terminal merchandising → persuading consumers to buy; 3. One Code One Product → persuading consumers to repurchase; 4. This combination is the standard business configuration for traditional brands promoting at mom-and-pop store terminals, and is also a common promotional method; 5. Promotional incentives can be flexibly deployed based on LBS, time, and market; 6. Suitable for all products, large-scale, stable, and continuous product display and promotion; 7. B-to-C transactions are all online, market management is relatively controllable; 8. Can leverage large amounts of data accumulation to feed back into marketing strategy; 9. Can accumulate user private domain.
The three product promotion methods discussed today are most ideal when applied simultaneously and interconnected.
A product's success must involve the **consumption scenario, transaction scenario, and user operation scenario** all being connected, all online, and all mutually verifiable and referential. Only then can user assets be truly and efficiently accumulated, consumption experience cultivated, and consumer-brand stickiness built.
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