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The general trend under heaven is that after a long period of unity, division follows; after a long period of division, unity follows! It is said that the times create heroes, and heroes create the times. The laws of history always have similarities. Even Kotler's "Marketing Management" has reached its 14th edition. Many Chinese marketers have drawn nourishment and insights from this book, and I am no exception. What I see in this book, the laws it reveals and summarizes, with concepts both new and old, what impresses me most is not these concepts, but the cycle law: "That is, a small concept every 3-5 years, and a group of large concepts every 5-10 years. " In the mobile internet era, a group of concepts may be added every 1-2 years. For example, traffic, IP, community, scenario, internet celebrity, e-commerce, platform, digital marketing, IMC, new media marketing, and so on. Concepts reflect the summary of marketing practices. Behind the concepts is the underlying logic. Behind the underlying logic are the changes in new products, new communication, new organizations, and new models brought about by the new environment, new technology, and new consumption. In short, all marketing elements are being broken up, reorganized, grafted, fermented, and reconstructed. Teacher Liu Chunxiong said that as of 2013, traditional marketing is dead. So, as of 2018, an increasingly clear marketing picture is slowly unfolding. "That is, new marketing has grown from a seed into a tender sprout! " The laws of history are always similar. A single marketing element cannot drive large-scale sales growth. For example, community marketing, scenario marketing, IP marketing, and content marketing. China's market is so large and so clearly stratified that we still need to return to those fundamentals. We need new marketing combinations. We need new sales channel combinations. In terms of new marketing combinations, the "new marketing system" represented by Teacher Liu Chunxiong is taking shape. In terms of new sales channel combinations, I will try to slowly chat with everyone in 2018. What this era lacks most is traffic. Communities, IP, scenarios, traffic, trends, and internet celebrities generate new traffic. Once we have traffic, how do we amplify it? How do we convert it to offline and online channels to generate real sales? This is a serious proposition, and it is also a proposition I have been pondering for a long time. Now, this problem has an answer! Amplification only at the communication level may only achieve the communication effect of, say, Shanghai Jahwa, with huge traffic but insufficient conversion. The soul of marketing is, of course, communication, which is equivalent to placing the goods in the consumer's mind. But if consumers cannot see the product on B2C platforms, content platforms, social platforms, or in nearby small stores, isn't it a huge waste? We still need the 4A principle: available, acceptable, affordable, and awareness. (Note: The original text says "随手可得,随处可见,心中所爱,当前首选" which translates to "available at hand, visible everywhere, loved in the heart, and the current first choice." This is a Chinese adaptation of the 4A principle.) Traditionally, completing this cycle required at least 2,000 distributors, a deep distribution team of nearly 10,000 people (the "infantry" as Teacher Fang Gang said), and at least 2 years of repeated screening in the investment promotion cycle. In the mobile internet era, this cycle is too long, this matter requires too many people, and this matter is too complex. Fortunately, after all our wandering, we have come to 2018. Looking back at history, we see:

Before 1998, in the era of large-scale distribution, ideas, creativity, sales promotion, and big distributors constituted our marketing picture;

Before 2009, deep distribution and channel refinement, advancing into hypermarkets, refined management, and terminal victory were the mainstream;

Before 2013, e-commerce, communities, O2O, and internet thinking were the trend keywords.

Before 2018, communities, IP, internet celebrities, content, scenarios, B2B, B2C, and micro-business were the keywords. Seizing the dividends of each wave has made many enterprises successful. There has never been a great enterprise, only enterprises of the era. Now, let's pull the lens from history to the present: In February 2018, the national KA channels basically completed their alignment and all joined the AT camp. The estimated proportion of national channels is around 15%.

In February 2018, the national PC e-commerce landscape has taken shape, accounting for about 15% of total domestic retail sales. The ATJ trio has begun to rob and plunder offline.

In February 2018, under the impact of B2B in the past three years, the national circulation channels have entered the "Warring States era" from the "Spring and Autumn era." According to data analysis from New Distribution, the high growth rate is 50-200%. In the future, it will complete the transformation and upgrading of 6.5 million convenience stores nationwide. Whoever embraces this dividend first will win in the next round of competition.

In February 2018, we also welcomed the mature period of content e-commerce and social e-commerce. Enterprises with supply chain and brand advantages can ride this express train and are about to see a sales explosion. What does this indicate? How do we seize the new dividends? Many marketing elements have matured, and single tactics have become ineffective. We need to play a combination of punches. My understanding: We need combined traffic generation measures, which can be called the "new marketing system," with 4P as communication. We need combined measures to convert traffic into sales, which can be tentatively named the "omnichannel distribution system," the fast track to sales. That is—combining enterprise resources and intentions, in B2B channels, B2C channels, C2C channels, F2C channels, C2F and other omnichannel channels, to build a moat for sales, launch a sales coverage campaign, and ensure that every piece of communication traffic is converted into tangible sales and profits. This is the best of times, giving our enterprises the opportunity to overtake on the curve! The curtain is rising, and the era of omnichannel distribution is coming. In this warm spring, in the first quarter of this Year of the Dog, the horn of omnichannel distribution has been sounded! Ren Xiaodong A well-known FMCG B2B e-commerce expert & FMCG marketing expert, and a veteran marketer. He has served as Deputy General Manager of Lakala E-commerce Company, General Manager of Community and E-commerce at Xianyu Technology, and Vice President of Brand Marketing at New High Bridge Network. Author of the community marketing chapter in the monograph "Triggering Demand." In 2015, he proposed the concept of "three-degree fan marketing," which is "online three-degree fan marketing, offline three-degree distribution." In 2018, he proposed the concept of "omnichannel distribution," advocating the establishment of a digital distribution service network for enterprises.