Click the image for details. Marketing is a vital part of business operations. Today, we are in an era of great change. Facing new realities and demands, previously effective experiences and methods may no longer work, and the concepts of marketing and marketers need updating. This article discusses three fundamentals of marketing to help everyone do marketing well even in an uncertain environment. Since marketization began, people have been impressed by the charm of marketing. For a time, marketing became a universal weapon, seemingly any product could stand out in market competition if it applied marketing strategy. In fact, what marketing can really do and how to understand marketing has always been a topic of discussion, but what constitutes clear thinking about marketing requires serious consideration. Some people think marketing is promotions and advertising; others think marketing is pursuing sales volume and market share. More commonly, people understand marketing as competing head-on with peers. What does marketing really do? I have spent nearly thirty years observing various enterprises and people from all walks of life. Finally, I found that marketing has its own very basic things: first, doing the right things; second, returning to the basic level; third, taking action. 01 Doing the Right Things The Essence of Marketing Is Understanding Consumers Once I participated in a design discussion for a microwave oven product team. I told them: "This microwave panel is too ugly. It says steam fish, defrost, cook porridge, cook rice, each with minutes. Can it be like a phone, with only one button on the front? That would be beautiful." The designers told me: "You are treating yourself as a consumer. Many people who use microwaves don't know how many minutes to steam fish or defrost. You must be someone who doesn't use microwaves often, because you cook yourself, so you know the minutes." This lesson helped me a lot. I suddenly realized that we often think we are consumers, but we are not. When discussing marketing, we must understand consumers. Understanding consumers is the most fundamental goal of marketing. We need to interpret our understanding of consumers from both product and market perspectives. From the product perspective, the most important thing for a company to understand consumers is not to educate consumers but to respect them. If a company's product stays at the level of educating consumers, it will undoubtedly deviate from the right track. Because consumers are not to be told, but to be understood; consumers are not to be educated, but companies should learn from consumers. For example, many companies now attach financial logic to their products and push them to consumers. This is not a respectful way, but an educational way, making consumers adopt loans to consume, without caring whether consumers are willing or accept it, and even with the suspicion of deliberately designing for consumers to use. In fact, the market space is enough to do it. Give it to consumers who are willing to try new things. There is no need to widely educate consumers that this is a new consumption concept that consumers must accept. From the market perspective, to understand consumers, companies must return to the market. Because the market is a carrier that carries consumers' expectations, not industry rules. Many companies use industry data as the basis for understanding the market, but forget that industry is only one level of the market. For companies, the market is always larger than the industry; the industry cannot represent the market. But most companies often understand marketing from the completely opposite direction, mainly reflected in two aspects:

  1. Over-focusing on competitors, ignoring market changes, and mistaking competitors' changes for market changes.
  2. Internal market changes are often ignored, and the market is simply understood, often mistaking marketing innovation for market changes. All along, the companies I accompanied never panicked when doing market and growth, because these companies only need to design the value to exchange with the market and consumers, which is the key. For marketing, the space that allows it to survive is not the company's marketing resources, not the capabilities of marketing managers or marketing personnel, but the point where the company can make a difference in realizing customer value. That point is the survival space for the company's marketing. Today, in understanding consumers, there are three viewpoints to remember:
  3. Pay attention to the balance between individual consumers and group consumers, because consumers' personalization ability is getting stronger.
  4. Data can only provide insight, not represent choices. Many people use data when understanding marketing and consumers. I don't oppose this, but I can only tell everyone that data represents insight but cannot represent choice.
  5. Continuously verify your judgment through communication with consumers. When you can do these, you can find a deep understanding at the consumer level. 02 Returning to the Basics: Product, Channel, User, Advertising Theoretically, marketing is very simple; it is actually four basic aspects.
  6. Product: Understanding the product should return to the value of the product itself, not the price. Many companies pay great attention to the price capability of products, but the price factor should be a concept outside the product. Price exists independently, and the product must be defined by returning to the value of the product itself. The true meaning of a product is that it is a carrier connecting consumers and the company. The company can enter the market because it can provide products to meet consumer needs. Therefore, price cannot be simply positioned as the capability of the product; the capability of the product should return to the contribution to the value that consumers care about.
  7. Channel: The ability of a company to combine with channels is crucial. The channel represents the level, width, and coverage area of a company's marketing. In fact, many companies are very close in product quality, but far apart in channel capability. In the context of internet technology, channel innovation and diversification highlight the influence of channels. Therefore, if marketing cannot drive channels, the company cannot obtain sustained market capability.
  8. User: Have a deep and unique understanding of users. The overall drive of marketing comes from the drive of consumer demand, and the drive of consumer demand depends on your understanding of consumers. In fact, many marketing personnel do not know their users well, but know their competitors well. They do not know what users need, but they know very clearly what competitors are doing. So we see the result that peers spend a lot of resources on vicious competition, while what users really care about has no resources to invest. The result of vicious competition can only be a triple loss for users, the company itself, and peers. If a company's marketing is not deep and unique in understanding users, then the company cannot truly enter the market.
  9. Advertising: The effectiveness of advertising must be effective coverage. The core value of advertising is to trigger customer recognition and generate purchase intention. However, many companies' advertising does not start from this core value, but from the company's own value. A truly good corporate advertisement must stand with customers, know what customers need, and understand the environment in which customers live. Someone asked me whether advertising can be reduced or adjusted today. There are two changes to note here:
  10. In the past, advertising was to inform; today, advertising must form consensus.
  11. Today, new media must be used in advertising; traditional media alone cannot be used. Returning to these four basic aspects of marketing is the requirement for the most basic capability of a company's marketing. No matter how marketing innovates, innovation needs to be based on the understanding and application of these four basic aspects. Innovation for the sake of innovation is meaningless. When uncertainty becomes the norm, any marketing effort that leaves the basic level is ineffective. 03 Marketing Itself Is Action, Not Concept In the marketing field, more people like to talk about marketing concepts, selling points, and marketing ideas. These are not the core parts of marketing. The core part of marketing is marketing execution, that is, marketing action. If it is a way of expression through action, how should it be done? Take Starbucks as an example. It is the best example of truly understanding consumers and surviving in competition by meeting the instant needs of individual consumer value. It gives people a third space in their busy lives. Starbucks proposed this concept and made everyone feel how the third space appears through marketing methods. It did not open cafes in star-rated hotels, but in airports, business centers, and on planes (as the exclusive coffee supplier for United Airlines). Why open in these places? Because we do not have our own space in these places, so when Starbucks tells you it will give you a third space, it uses a cup of coffee as the carrier. It is precisely because it did this marketing plan that people suddenly feel that there is a space of their own in places where they have no space, a familiar coffee taste, the most relaxed interaction between people, and a place free from any interference where you can do homework or read. This is also why Starbucks has become one of the fastest-growing companies in the world. Therefore, when marketing, do not just propose a concept; you must let customers truly touch it, which requires marketing action. To achieve marketing action, we need to reach consensus and take action on the following issues: · Products and services consistently meet customer expectations · Continuously strive to improve productivity and eliminate all waste · Simplify, simplify, and simplify again · Promote cooperation and information exchange between the company and customers · Put the best talent closest to the front line of action to seize opportunities · Look outward and reflect inward When uncertainty becomes the norm, any marketing that leaves the basic level is ineffective. In dynamic competition, "how to better meet customer needs" is the core and foundation of all problems. The essence of enterprise marketing is to return to business operations itself. Source: Chun Nuan Hua Kai (ID: CCH_chunnuanhuakai) 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 will focus on the topic "Breakthrough" and conduct in-depth discussions with many brand owners, supply chain service providers, distributors, retailers, and others. Compared with previous conferences, this summit will be fully upgraded. In addition to the original topics such as channel innovation, city distribution logistics, and distributor transformation, it will add multiple parallel forums such as new marketing cases, IP + FMCG empowerment, community group buying, and innovative retail. 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 opinions, and practical methods, find new tools and methods for their own breakthrough in 2019, and return to the track of rapid growth. ****Conference Time: March 16-18, 2019 Conference Venue: Longemont Hotel Chengdu, Longfeng Hall Conference Topics 2019 5th FMCG + Internet Conference Date | Time | Venue | Topic 3.16 | All day | Main Forum | Breakthrough - 2019 (5th) FMCG + Internet Conference 3.17 | Morning | Parallel Forum 1 | New Logistics, New City Distribution Parallel Forum 2 | How Can Distributors Achieve Iterative Upgrades? Afternoon | Parallel Forum 3 | IP Empowerment, Boosting Brand Growth Parallel Forum 4 | How Can Community Group Buying Reconstruct the Value Chain? 3.18 | Morning | Parallel Forum 1 | Retail Scenario Innovation Parallel Forum 2 | New Product Sales Public Course Afternoon | Parallel Forum 3 | Social E-commerce Parallel Forum 4 | New Marketing Public Course Invited Guests (tentative) Chen Qiwei, Chairman, Coca-Cola (China) Investment Co., Ltd. Zhao Shuanglian, Chairman, COFCO Group Co., Ltd. Lin Bibao, Chairman, PepsiCo Greater China Wang Chaocheng, Founder, Yijiupi Su Xiaoxin, Executive President, Zhongshang Huimin Zong Fuli, Chairman, Hangzhou Wahaha Group Co., Ltd. Chen Duye, General Manager, Toutiao Marketing Center Lin Xiaohai, General Manager, Alibaba Retail Link Yang Qianhui, Chairman, Tingyi Holding Corp. China Region Chen Xiaodong, Senior Vice President, Nestlé Greater China Zhang Nan, General Manager, Douyin Short Video Tao Shiquan, Founder, Jiangxiaobai Mao Wenchao, CEO, Xiaohongshu Cui Zhen, Founder, Hui Xiadan Huang Zheng, Founder, Pinduoduo Liu Bo, Vice President, BEST Inc., General Manager, BEST Dianjia Ye Maozhong, Famous Marketing Expert Li Jiaoshou, Famous Marketing Expert Xiao Masong, Independent Strategic Marketing Consultant Liu Chunxiong, Founder of New Marketing Theory Fang Gang, Famous Marketing Expert Bai Ya, Founder, Youzan Li Qian, Founder, Youqingxu Liu Zhao, Founder, Waiqin 365 Xu Yonggang, Founder, Maideline Niu Enkun, Famous Marketing Expert Wang Qi, Founder, Weijie City Distribution Wang Shenbing, Founder, Zhongke Shangruan Chen Siting, Founder, Wanchaobang Rui Yun, Founder & Chairman, Dianda Huang Wei, General Manager, Uni-President Life Food Division Liu Peng, Vice President, Chongqing Jiangxiaobai Liquor Co., Ltd. Chen Lei, Founder, Mao Laile Ma Xiaolong, Marketing Director, Taishan Beer Wu Jinghe, General Manager, Caihua Trading Tang Xiangyang, General Manager, Lidu Liquor Guo Guangyu, General Manager, Squirrel Small Store Wang Jun, Famous New Retail Expert Liu Xiaoting, Famous New Retail Expert Wang Jinghua, CEO, Miduo Big Data Engine Lin Feng, Chairman, Beijing Jundu Excellence Consulting Co., Ltd. Chen Ruifen, General Manager, Uni-President Tea Business Group Gu Tiefeng, CEO, Answer Tea Zhu Zhentao, CEO & Chief Product Officer, Jumi Intelligent Zhuang Jianzhong, CEO, Meinian Changxiao Miao Qingxian, Chief Consultant, Shanghai Yihe Marketing Agency Ding Ding, Founder, Fan Si Gong Chang Liao Chuan, CEO, Xian Shiji Zheng Yubin, CEO, Palm Quick Sale More guests are being invited... Previous Participating Companies Brand Owners Coca-Cola, Mengniu, P&G, Mengniu, Lay's, Master Kong, Uni-President, Yili, Bright, Wahaha, Mondelez, China Resources, Jiangxiaobai, APP, Daliyuan, Haojiayi, Xiaoshile, Youbulao, Xipin Tiancheng, Tsingtao Beer, Budweiser, Youqingxu Snacks, Ximai, Six Walnuts, Mingren Soda Water, Deqingyuan, Blue Moon, Haoxiangni, Wyeth, Heng'an, Bright, Sanquan Food, Daohuaxiang, Zhujiang Beer, Suntory, Kraft Heinz, Unilever, Qiaqia, Jinluo, Johnson & Johnson, Colgate, Bacardi, Laiyifen, RIO, Zhonglv Culiangwang, Beibingyang, Mars Wrigley, Zhongjing Mushroom Sauce, Liby, Hengshun Vinegar, Totole, Orion, Liuuliumei, Baicaowei, Baiya Group... Supply Chain Platforms Alibaba Retail Link, JD New Channel, Yijiupi, Zhongshang Huimin, BEST Dianjia, Hui Xiadan, RT-Mart E-Lufa, Caihua Trading (Yueheji), 1 Life, Xingaoqiao, Xian Shiji, Palm Quick Sale, Dianda, Rongcheng Yigou, Waiqin 365, Qianmi Network, Zhongke Shangruan, Youshang Software, Weijie City Distribution, Wanchaobang, Tao Daqing, Dinghuobao, Huoquanquan, Hailian Tianxia, Shenzhou Liangpin, Guanjiapo, Fengwang, Yishenghuo, EAS, Yunniao, Dianxiaohuo, Xin Shangmeng, Yuncangpei, Wuqianjia, Bianlibao, Lianpin, Jingxiaoyi, Yipay... Internet Platforms Alibaba, JD.com, Suning, Pinduoduo, Xiaohongshu, Youhaohuo, Dalinjia, Yunji, Sibu Group, Weixuan, Youzan, NetEase Yanxuan, Weimob... Unmanned Retail Shenlan Technology, Bingo Box, Xingbianli, Xiaomaigui, Youbo, Miss Fresh, Haha Convenience... IP Commercialization Tencent Video, iQiyi, Youku, Palace Museum, Tencent Animation, Wanda Pictures, AC Nielsen, Alibaba Fish, Miduo, Jiangxiaobai, Peppa Pig, Xiaoming Classmate, Lawson, Three Squirrels, Luckin Coffee... Community Group Buying Chongma Linli, Kaola Selection, Linlinyi, Tianxianpei, Meiri Yitao, Yipin Fresh, Dailebu, Shixianghui, Shihuituan, Niwannin, Xingsheng Youxuan, Linzhanggui, Haoxiangtuan, Xianlepin, Youjia Puzi, Huigou GO, Qianmama, Meijia Youxiang, Keke Selection, Rongcheng Youpin, Squirrel Pinpin, Xiaoqule, 1 Life, Dingdantu, Shudongpo... Ticket Information Type | Price | Early Bird Price | Benefits Regular Ticket | 599 | 399 | 1. Access to the full-day conference and all forum activities;
  12. Conference guide, agenda, and other meeting materials;
  13. One copy of the "2018 China FMCG B2B Competitiveness Survey Report";
  14. Early bird discount limited to 200 tickets, first come, first served. VIP Ticket | 1999 | 1299 | 1. Reserved VIP seats in the front rows of the main venue;
  15. Dinner voucher for the closed-door banquet on the evening of the 16th;
  16. Conference guide, agenda, and authorized PPT of speakers and other meeting materials;
  17. Access to the full-day conference and all forum activities;
  18. One copy of the "2018 China FMCG B2B Competitiveness Survey Report";
  19. Early bird discount limited to 50 tickets, first come, first served. Registration Method Registration is now open. Long press the QR code below or click "Read Original" to register. Early bird tickets at 66% discount, limited to 200, are on hot sale...!** Add the conference staff WeChat to register. Review of Previous Conferences Click the links below to review the highlights of the 1st, 2nd, 3rd, and 4th FMCG + Internet Conferences: -END-