Click the image for details When we talk about marketing, what are we talking about? I think first it should be a set of marketing concept systems. Traditional Marketing Dilemma: Familiar Formula, Familiar Taste When talking about traditional marketing, we are actually playing with a set of concept systems about "P", such as 4P/12P. Mastering the marketing concept system means mastering a set of underlying logic for marketing. On the basis of this underlying logic, we do "addition, subtraction, multiplication, and division" to derive different tactics and models. Traditional marketing concept system: from target market, market segmentation, market positioning, customer value delivery, to marketing campaign selection, to product, price, place, sales promotion, to sales aid, distribution, terminals, merchandising, channel refinement, secondary wholesalers, retailers, distributors, media mix, KA channels, circulation channels, price system, base markets, model markets, etc. Standard marketing theory concepts to practical marketing concepts, after nearly 20 years of development in the Chinese market, have become a mature and complete system. Many marketers have more than 10 million words of materials on "how to do deep distribution" stored on their computers. Mastering this set of concept systems and their combinations, combined with the company's industry attributes and scale stage, can form the basic marketing paradigm for the company or industry. With a paradigm, the company's marketing work has a basic internal discourse system, which in turn drives sales growth. For example, Master Kong derived channel refinement, Coca-Cola derived the 101 system, P&G's block coverage system, and the industry consensus is deep distribution. How to do deep distribution? Eight-step visits, route management, KA management models, category management models, sales aid management models, etc., are numerous. According to Fang Gang, a deep distribution expert in the beer field, he has more than 10 million words of materials stored on his computer; for the complete system of deep distribution, just look at Wei Qing's series of courses. People always have path dependence. When we have been using this system for decades, we find that with the various "+" in the first half of the internet, our various marketing backgrounds, elements, environments, and technologies have undergone earth-shaking changes, but our marketing thinking, elements, and combination tactics have not been refreshed, nor have they evolved and iterated in time. If previous marketing was based on mass market marketing, then our current marketing should be based on niche markets (diversified and personalized consumer demand). Simply put, now is the era of "tribal marketing." The new marketing system corresponds to tribal marketing and private domain marketing. If we delve deeper into traditional marketing, the underlying logic is supply chain driving demand chain: increasing production capacity, building factories in multiple locations, channel下沉,大量广告投放, changing large accounts into small accounts, these are all familiar formulas and familiar tastes. Centered on factories and channels, not caring much about where consumers are. New Marketing Element Combination: Demand Chain Drives Supply Chain When we talk about the new marketing system, what are we talking about? New marketing corresponds to old marketing, essentially because the original marketing element system has failed or temporarily failed. Or, the addition of new marketing elements is incompatible and mismatched with the old marketing elements. Teacher Jin Huanmin said, "Anything incompatible is a virus." Therefore, in many companies, the split between old and new marketing is a norm. The core of the split is that there is no unified discourse concept system among marketing decision-makers, marketing executors, and related digital marketing technology support, and the situation of "chicken talking to duck" is common. This is too painful! Mr. Zhao Bo, founder of New Distribution, summarized more than 40 new concepts at the New Marketing Conference in Zhengzhou. Some enthusiasts on the internet summarized more than 100 and joked that they no longer know how to do marketing. This needs to be viewed dialectically. In my view, first, there is nothing new under the sun; any current new phenomenon is just a new packaging, new manifestation, and new evolution of old things. For example, previously writing articles used paper and pen, now writing articles uses computers. The need to "write" has not changed, but how to write, and what tools and experiences to use, are completely different. Second, mastering the new concept system means you are using the maximum consensus in a certain field of society to think about the operating rules of things, and this operating rule is generated under the background of the first half of the internet+ and the second half of +internet. Alibaba's Zeng Ming once said, what is the internet? The trinity of connection, interaction, and networking is the internet. If your products, users, market, brand, channels, and employees have already migrated to the digital living space, consciously or unconsciously, doesn't your marketing behavior need to change? Therefore, the new concept system actually represents a new, more efficient cognitive system. The new cognitive system means redefining many roles, re-sorting their relationships and trigger mechanisms. Teacher Shi Wei proposed the trinity model of "cognition, transaction, relationship" and the three-dimensional space model of "network, community, offline" in his book "Connection", which is a very useful tool. The three-dimensional space solves the problem of marketing positions, essentially doing tribal marketing in three spaces: offline deep distribution, online and community deep fan marketing. I summarize and explain tribal marketing as "three-dimensional fan marketing." The trinity of "cognition, transaction, relationship" solves the order problem of the minimum unit marketing action design (MVP) in tribal marketing. Simply put, each of your marketing actions, whether it's communication or e-commerce, should be able to plant grass (create desire), bring goods (drive sales), and also have referral and diffusion. This is the small logic of customer interaction. In addition, there is a big logic issue of customer interaction. That is, how does the three-dimensional fan marketing system operate? The answer is: traffic! Traffic Pool Model Hypothesis Back to that question, why does traditional marketing fail? Simply put, the original traffic that led to incremental growth (traditional media/KA/BC circulation channels) has shifted and differentiated. Why is new marketing useful? Simply put, it builds a new traffic system that leads to incremental growth. The essence of business is traffic. Brother Dong summarized traffic into four types:
The first type is location-based traffic, based on location. For example, offline distributor systems and retail store systems;
The second type is search-based traffic, based on PC internet search traffic, including two key entrances: information search and e-commerce search. Information search has various traffic conversion tactics based on SEO; e-commerce search has diamond exhibitions, direct traffic, etc.;
The third type is social traffic, based on WeChat ecosystem tactics, including various platform-based social e-commerce and private domain traffic M2C e-commerce;
The fourth type is category/brand's own traffic. These four types of traffic build the traffic pool for product incremental growth. According to the traffic pool hypothesis, analyze from three aspects: traffic source, traffic conversion, and the fulfillment system that guarantees traffic conversion: • Traffic sources: Communities, IP, search, scenarios, experiences, super symbols, events, DSP, high-frequency apps, cross-border cooperation (BD), etc., are all marketing elements that generate traffic. • Traffic conversion: Search e-commerce, social e-commerce, content e-commerce, wholesale e-commerce, community e-commerce, etc., are all new channel compositions and new marketing channel elements. • Fulfillment system: Members, users, fans, super users, iron fans, partners, platforms, empowerment, amoeba, social logistics/financial systems, large middle-platform digital marketing technology systems, etc., are all fulfillment systems. The traffic pool model solves the problem of integration of cognition, transaction, and relationship at the marketing closed-loop level. It organizes fragmented communication, channels, users, and teams. Example 1: Jiang Xiaobai's marketing, offline deep distribution is done well, ranking top three in the small liquor field domestically. Online full e-commerce channel coverage, with steps, rhythm, and traffic. The entire online communication tactic, whether it's the initial Weibo, copywriting bottles, anime, music festivals, or subsequent plot placements, making young people's alcoholic emotional beverages, etc. The handling of traffic is very skilled. Example 2: In 2018, I did digital marketing consulting for Ximai Oatmeal, added a digital interaction department, did content planning for "planting grass" in new media marketing for the healthy vegetarian crowd, added B2B e-commerce channels and social e-commerce channel coverage, implanted the "traffic model" concept into marketing, and all-channel sales growth was significant. Connector Hypothesis Another interpretation of new marketing is the combination of marketing elements in the internet era. What is the internet? Zeng Ming proposed in "Intelligent Business" that the premise of future intelligent business is to do "inter-connection-networking" well. Connection: Connect. Use various methods and technologies to connect+ and link up;
Interaction: Interact. Make online and offline interact, let online employees, users, channels, and content interact;
Networking: Network. Network collaboration and data intelligence. The core of new marketing is to achieve "online, networked, intelligent." Only by achieving the "three transformations" can we truly achieve seamless connection, seamless conversion, seamless interaction, seamless sales, and seamless gathering of brands and users in common values or spiritual belonging tribes and circles. This is a viewpoint proposed by Teacher Bao Zheng in "The Essence of Marketing": a community business model integrating production, supply, and sales, or called community marketing. Community marketing is an evolution from mass distribution to deep distribution. And this evolution cannot be separated from the connector of the internet, that is, the empowerment of digital marketing technology. Digital marketing technology builds the skeleton of community marketing. According to the connector combination, it includes technologies and solutions for connection, attracting new users, conversion, fission, repurchase, and referral; including APP, mini-programs, e-commerce platforms, micro-shops, H5, video, one-item-one-code, graphic information flow, QR codes, databases, etc. The stacking of these digital marketing technologies forms organic, coherent marketing actions and builds new marketing scenarios. In the new marketing scenario, circle customers are efficiently connected, becoming a decentralized tribe and circle. The connector solves the problem of interaction between internal and external customers (company and users), and channel user interaction (company and distribution partners). In the era without connectors, the digitalization of internal and external customers was not high, the timeliness, comprehensiveness, effectiveness, and interactivity of interactive information were insufficient, the problem of user-centricity was not truly solved, and the long-term value of users could not be obtained. The above paragraph is a bit awkward; let me give an example: In 2018, the New Distribution consulting team participated in the construction of the Qingfeng Yili M2C (factory-consumer) model. Why did Qingfeng Yili want to do the M2C model? Because Qingfeng Yili's senior management found that their high-end products were not selling in traditional channels, and other channels had expensive traffic costs and severe sales decline. An awkward scenario was that the traffic belonged to others, and the sales seemed to be their own, but the future was unpredictable. What is anxiety? It is the lack of control over the future. What is depression? It is not letting go of the past. After multiple communications between the consulting team and Qingfeng Yili's executive team, we finally used the M2C model to achieve online presence for one million customers, with a conversion rate of over 60% (other sensitive data cannot be disclosed due to confidentiality agreements). In this process, the logic of marketing model design, the functional positioning of digital marketing technology, matrix combination, supplier selection, and the coordination of front, middle, and back offices all went through numerous meetings and discussions. Another case is about the hottest community e-commerce now. I conducted in-depth interviews with many community e-commerce entrepreneurs and companies and found a strange phenomenon: some entrepreneurs still use spreadsheet entry for accounting and customer order aggregation, while the TOP10 companies have invested tens of millions in technology, fully integrating front, middle, and back offices. Naturally, the competitiveness of companies in the market is completely different. Another case is the hottest B2B e-commerce in the past two years, which many large distributors and manufacturers cannot understand. In 2018, Brother Dong was commissioned by Coca-Cola to train China Post in B2B e-commerce, rotating training for the leaders and operation teams of various provinces. The biggest feeling was: everyone really doesn't understand technology. OMS, TMS, ERP, WMS, aggregated payment, supply chain finance, etc., are completely unused. China Post could have become the largest B2B e-commerce platform covering fourth- and fifth-tier cities; I hope they will change in 2019. You live in this era, so you must use the most efficient tools of this era to solve problems. Otherwise, you will be abandoned by the era! Any channel that cannot be online is an inefficient channel.
Any user that cannot be online is a lost user.
Any organization that cannot be online is an inefficient organization. Use a series of digital marketing technologies to solve the connector problem. Technology use has dividends, whether it's e-commerce or communication! The best explanation of dividends is in McLuhan's famous "the medium is the message": The medium is more important than the message, because each new medium creates new ways of social life and social behavior. He even asserted that the medium is the basic driving force of social development and a sign distinguishing different social forms. For example, aren't Pinduoduo, Kuaishou, and Miaopai leveraging the dividend of small-town youth and aunties in fourth- and fifth-tier cities using mobile phones to shop? Aren't the hot community e-commerce entrepreneurs leveraging the WeChat ecosystem traffic dividend and mini-program dividend? The truth is clear, but where is the problem? Compared to internet company CMOs, the biggest problem for traditional company CMOs is not knowing how to play! Look down on it, don't see it, no methods, inner resistance, excuse of being too old. If you don't know how to play, Teacher Liu Chunxiong has a good remedy: bosses change circles, companies change organizations, and heavily invest in young people. Content Supply Chain Hypothesis Without a content supply chain, companies with only a product supply chain cannot do new marketing well. According to the new marketing analysis framework "cognition, transaction, relationship" trinity constructed by Teacher Shi Wei in "Connection", new marketing must first solve the cognition problem. And cognition in the internet era is "activation, hooking, seduction, interaction", with two forms: UGC and UPC. The two forms produce a large number of "ammunition" that affects user minds, and through the ripple effect of communication, ultimately prompt users to have transaction impulses and relationship sedimentation, forming a brand's "circle" and community. Therefore, the establishment of an "ammunition depot" (content supply chain) is necessary. For example, Jiang Xiaobai's copywriting bottles, Coca-Cola's lyrics bottles, Universal Big Bear summarized the 267543 model for content supply chain construction in his new book "Swipe Screen". At the same time, Teacher Big Bear (Lei Shijie) used 10 annual swipe-screen cases for interpretation, including NetEase Open Courses, Heytea, 999 Ganmaoling, Baique Ling, etc. This model, from the content supply chain perspective, is the new communication logic. Small circle initiates, middle circle spreads, large circle explodes, multi-circle penetration. To summarize, the so-called new marketing is marketing that is more efficient, lower cost, and better user experience. Traffic pool, connector, and content supply chain are the three handles for doing new marketing well. The construction and operation of the traffic pool facilitates brand companies to comprehensively review their marketing layout issues, whether they have four-network integration, cross-coverage, and achieve a closed loop of new products, new models, new organizations, new channels, and new communication. The advancement and proficient mastery of connectors can achieve network aggregation & data empowerment effects between brands, users, and channels, achieving precise distribution and deep fan marketing. The construction and operation of the content supply chain not only puts products into customers' hands but, more importantly, enters customers' hearts, deepens customer relationships, achieves emotional resonance and value resonance, and jointly creates an internet community integrating production, supply, and sales. Three model hypotheses, three handles for new marketing! New Distribution will hold the 2019 (5th) FMCG + Internet Conference during the Chengdu Spring Sugar and Wine Fair from March 16 to March 18. This conference, we will focus on the topic of "Breakthrough" and conduct in-depth discussions with many brand owners, supply chain service providers, distributors, retailers, etc. Compared to previous conferences, this summit will be fully upgraded. In addition to the original topics of channel innovation, city distribution logistics, distributor transformation, etc., it also adds new marketing cases, IP + FMCG empowerment, community group buying, innovative retail, etc. multiple parallel forums. Through three days of ten high-density, high-quality expert sharing and exchanges, we believe every brand owner and distributor can learn the latest business models, expert viewpoints, and practical methods, find new tools and methods for their own breakthrough in 2019, and return to the track of high-speed growth. Conference Time: March 16-18, 2019 Conference Venue: Chengdu Longemont Hotel, Longfeng Hall Conference Topics 2019 5th FMCG + Internet Conference Date| Time | Venue| Topic 3.16 | Morning| Main Venue| B2B Special Session Afternoon| Main Venue| Regional Market Digital Intensive Cultivation Main Venue| Brand Channel Digitalization Special Session 3.17| Morning| Parallel Forum 1| Social E-commerce Parallel Forum 2| New Logistics, New City Distribution Afternoon| Parallel Forum 1| How Does Community Group Buying Reconstruct the Value Chain? Parallel Forum 2| IP Empowerment, Helping Brand Growth 3.18| Morning| Sub-Venue| New Marketing Open Class Parallel Forum 2| How Can Distributors Achieve Iterative Upgrades? Afternoon| Sub-Venue| New Marketing Open Class Registration Method Registration channel is now open, long press the QR code below or click "Read Original" to register , 66% off early bird special tickets limited to 200, hot sale now...!** Add the conference staff to register Click "Read Original" for more details -END-