Long press the QR code or click "Read Original" to register. 30+ industry experts, 100+ B2B platform founders, 800+ manufacturer and distributor friends, gather in Fuzhou to discuss the Internet transformation path of the FMCG industry. Video source: Tan Beiping's sharing at an IT Juzi event. Do world-renowned companies really keep advertising in large volumes? The answer is naturally no. Well-known companies do not blindly continue to advertise heavily; instead, they focus on marketing objectives, comprehensively consider the actual situation of the product and market, and strive for precise advertising. Well-known companies do not blindly continue to advertise heavily; instead, they focus on marketing objectives, comprehensively consider the actual situation of the product and market, and strive for precise advertising. Analysis is as follows: 1. First, solve the problem of why to advertise. As long as the advertising goal exists, advertising is necessary. There are four advertising goals: inform, persuade, remind, and reinforce. Take Coca-Cola as an example: new products like Minute Maid Pulpy are launched, and new marketing activities like "open the lid and win a prize" need to be communicated to consumers through advertising. Because of competitors like Pepsi, Master Kong, and Uni-President, advertising to persuade consumers to buy is very important. Appropriate reminder ads encourage consumers to drink more beverages, increasing average consumption. For example, Sprite's "Home Enjoyment" series ads remind you of this. Carbonated drinks face many health concerns, so it is necessary to continuously reinforce the reasons for existing consumers to continue buying. During the 2010 World Cup, the "Brrrr" series ads emphasized that refreshment is the reason. 2. Then discuss the issue of advertising quantity and frequency. The amount of advertising depends on the advertising budget. What factors affect the advertising budget? Marketing departments generally consider five aspects: product life cycle, market share, competitive intensity, inherent laws of communication, and product substitutability. Product life cycle: Coca-Cola launches new products every year, and new products generally receive strong marketing support. Market share and competitive intensity: The beverage market is fiercely competitive. In some cities, you can even see employees of Master Kong and Uni-President engaging in group fights over market share. Confrontations between Tsingtao and Snow, including throwing beer bottles, are not uncommon. Due to corporate culture, Coca-Cola's sales have not reached such extremes. Of course, it's not just the beverage market; in recent years, telecom operators have used sarcastic banners during university enrollment, which is just the tip of the iceberg. Some cities have even organized temporary thug teams. Inherent laws of communication: Whether it's TV ads or bus stop ads, they must follow communication laws to achieve optimal advertising effectiveness. Generally, Coca-Cola's TV ads are aired for four consecutive weeks, then paused for two weeks. Product substitutability: Few products have no substitutes. The stronger the substitutability, the higher the risk and the greater the marketing motivation. Soft drinks are FMCG products with many competitors and products, making substitutability very high. 3. Well-known companies do not blindly continue to advertise heavily; instead, they strive for precise advertising. Companies are the result of shareholder investment and need to generate profits as returns. Every penny of the marketing budget is an investment, aimed at obtaining better returns in the future. Generally, mature consumer goods companies allocate about 1/10 of sales revenue to marketing budgets, which include channel and consumer activities, with advertising being just one part. With limited budgets, how to spend every penny wisely is crucial. Generally, large companies hire professional advertising agencies to assist in formulating and executing reasonable advertising strategies. For example, Coca-Cola's TV media placement in mainland China is handled by Starcom. 4. Are the advertising investments of well-known companies really astronomical? In 2009, among the top 100 companies in advertising spending in the U.S. market, the advertising-to-sales ratios by industry were as follows: automotive 1.5-4.5%, alcohol and beverage alcohol 8.4-9.5%, tobacco 3.2-8.7%, media and entertainment 2.2-10.2%, soft drinks 4.3-9%, IT 0.8-3.2%, household cleaning 16.1-17.3%, personal care 10-30.8%. Let's pick a few familiar brands from the detailed data: Ford Motor's sales revenue was $54.3 billion, with advertising spending of $1.5 billion, only 2.8%; Nike's sales revenue was $6.54 billion, with advertising spending of $590 million, accounting for 9%; Pepsi's sales revenue was $22.4 billion, with advertising spending of $960 million, only 4.3%. From the above, it is clear that from the perspective of advertising-to-sales ratio, this is obviously not the case. Source: Meihua Info New Era · New Distribution —— 2016 China "FMCG + Internet" Summit Forum —— This is a grand event focused on how the FMCG industry's channels will transform under the trend of Internet+ transformation Conference Agenda 08:00-09:00 Registration 09:00-09:05 Host opening 09:05-09:35 2016 China FMCG Industry Trend Analysis Report — Zhao Bo 09:35-10:05 FMCG Enterprise Transformation Strategy and Path — Liu Chunxiong 10:05-10:35 Opportunities and Challenges Brought by FMCG Channel Transformation — Liu Zhao, CEO of Waiqin365 10:35-11:05 Reconstructing Distribution Channel System, Promoting Urban Retail Upgrade — Tian Yuan, General Manager of Alibaba Retail Link's Backend 11:05-11:25 Channel Efficiency in the Internet Era — Fu Xiaoyun, Vice President of Benlai Holding 11:25-12:00 Roundtable Forum — Brand Transformation: Improvement vs. Reconstruction? Guests: Liu Zhao, Liu Chunxiong, Fang Gang, Chen Feng, Shi Zhengchuan, Deng Xia 12:00-13:30 Lunch 13:30-13:50 Distributor Transformation: City Distribution Trends — Wang Qi, CEO of Weijie City Distribution 13:50-14:20 Roundtable Forum — Why Distributors Should Transform into Logistics Guests: Zhao Bo, Wang Qi, Liu Zhongmin, Tang Guangliang, Wang Cheng, Sheng Yan 14:20-14:40 How FMCG Enterprises Leverage the Internet to Take Off — Wang Hui, E-commerce Operations Director of Xijiu 14:40-15:00 Detailed Explanation of Zhongshang Huimin's "One Machine, Two Wings" Strategy — Su Xiaoxin, Vice President of Zhongshang Huimin 15:00-15:20 Category Value and B2B E-commerce Development Strategy — Wang Chaocheng, CEO of Yijiupi 15:20-15:40 Supply Chain Finance as a Lubricant for B2B to Drive Traditional Business — Chen Xian, CEO of 51 Order 15:40-16:00 Zhanghe Cloud Factory Helps Upgrade FMCG Supply Chain — Yang Lixiang, CEO of Zhanghe Tianxia 16:00-16:30 Integrating Small and Micro Retail, Reconstructing Business Ecosystem — Miao Dong, Vice President of Quanshi 16:30-16:50 B2B Investment Principles and Ideas — Zhao Mingwei, Vice President of Legend Capital 17:00-17:30 Roundtable Forum — Who is the King of FMCG B2B Models? Guests: Fu Xiaoyun, Zhuang Jianzhong, Jiang Tao, Zeng Weiqin 17:30-19:30 Dinner For manufacturers and distributors who want to transform, this grand event is not to be missed. Interested friends can long press the QR code below or click "Read Original" to register. Registration: Long press the QR code below or click "Read Original" ↓↓↓ Click "Read Original" [Register]