Click 'Read the original text' for details. "You didn't do anything wrong; it's just that you're too old." This quote comes from a speech by Tencent founder Ma Huateng at the "Daonong Salon" during the China Entrepreneur Club's directors' visit to TCL last year. On the China Brand Value Top 100 list released on May 10, 2018, Tencent's brand value was $308.4 billion, ranking first, far surpassing state-owned brands like ICBC, Sinopec, and PetroChina. Yet even this internet giant, when facing changes in consumers, still harbors deep anxiety and becomes at a loss—something similar is happening in the FMCG sector. In 1983, Li Jingwei, on a business trip to Guangzhou, tasted Coca-Cola for the first time, and this chance encounter sparked his idea to produce carbonated drinks. The following year, Jianlibao finally achieved mass production using Pepsi's production line, and by sponsoring the Chinese Olympic delegation, it first appeared in people's view, eventually being recognized and accepted by hundreds of millions of consumers. In 1984, Jianlibao's sales reached 3.45 million yuan; the next year, 16.5 million; the third year, 130 million. For the next 15 years, it remained the "No.1 national beverage brand." At its peak, a truckload of Jianlibao could be scalped for as much as 20,000 yuan. In 1997, Jianlibao reached its glorious peak with annual sales exceeding 5.5 billion yuan. Although the domestic soft drink market subsequently surged at an average annual rate of 20%, Jianlibao, the former leader, embarked on a long decline. Three years later, sales dropped to 3.1 billion yuan, a 43% decrease from 1997. In subsequent development, Jianlibao changed hands several times, which is lamentable. Analyzing the reasons for Jianlibao's decline, besides institutional and internal management issues, the lack of innovation and slow response to changing consumers may have been the last straw that broke the camel's back. The decline in sales is not an isolated case. In 2016, China Want Want's mid-year revenue was 9.709 billion yuan, down 12.8% year-on-year. That same year, Wahaha's revenue was 49.4 billion yuan, a staggering 46% decline. From 2012 to 2016, the total sales growth rate of China's FMCG market declined for four consecutive years, and the slowdown in industry sales growth has become an indisputable consensus. But there are also brands that seized opportunities and ran against the trend, with Jiangxiaobai being a typical case. In 2012, the emergence of Jiangxiaobai stunned many seasoned liquor dealers. Breaking away from the traditional baijiu style of being high-end, classic, and historical, Jiangxiaobai positioned itself as a young, lively, personified IP: talking about youth, drawing comics, writing jokes, and being expressive without any historical baggage. With this anthropomorphic brand image, Jiangxiaobai quickly made a name for itself in the industry, attracting countless imitators. In just a few years, Jiangxiaobai became a dark horse in the baijiu industry, maintaining 100% annual growth and surpassing 1 billion yuan in sales within five years. While other FMCG brands were suffering losses or even collapsing, Jiangxiaobai achieved counter-trend growth. What secrets lie behind this? 1. Precise customer positioning "Jiangxiaobai" was founded in 2012, but before 2015, the brand had not gained widespread recognition. However, around 2015, leveraging the opportunity of the internet economy, it completed a comeback in just half a year, and its product positioning was crucial. Jiangxiaobai Liquor says they produce "emotional beverages." On their official website, there is this introduction: Jiangxiaobai advocates facing the emotions of youth head-on, not avoiding or fearing them. Rather than letting emotions torment and suppress, it's better to let them out. This declaration directly determined Jiangxiaobai's market positioning: targeting the younger generation. In today's diversified market, especially with the internet economy causing market capital restructuring, today's youth, like our entrepreneurial predecessors, are undergoing market tests and inner turmoil. Jiangxiaobai did not limit its product definition to baijiu alone but called it an "emotional beverage," and proposed its declaration of "not avoiding, not fearing, freely releasing emotions." This grasp of young customers' psychology is painstaking but hits the mark. Jiangxiaobai precisely targeted its customer base, and at the same time, it conducted research on this group's living conditions, economic income, psychological issues, etc., and proposed its own brand culture concept accordingly. This is the most important group foundation for its successful comeback. 2. Successful social marketing As a new real economy entity, Jiangxiaobai cleverly used the cloak of culture to achieve cultural marketing. If precise customer positioning created the consumer base for its successful comeback, then cultural marketing was the armor for Jiangxiaobai to win this counterattack. It achieved cultural marketing through these means: Systematic organization of fragmented discourse. In the internet+ context, everything has the potential to be fragmented, including people's emotions and actions. Jiangxiaobai cleverly used this emotional fragmented language to package itself. On the most popular Jiangxiaobai bottle seals, there often appear seemingly boring but reflective and emotional phrases, such as "About tomorrow's events, we'll know the day after," "The person you miss is sitting across from you, but you're looking at your phone," "Love Jiangxiaobai, 9494 (just love simple life)," etc. These familiar phrases appear in the most prominent position on the bottle, giving consumers a strong sense of emotional resonance. Jiangxiaobai uses these phrases for the initial packaging of its "emotional beverage." Media hype. If modern business development sticks to the old saying "Good wine needs no bush" and ignores media, it's a dead end. In recent years, WeChat-based sellers have used the WeChat client for promotion, but the WeChat client has a fatal flaw: offline connections directly determine product sales. Therefore, well-capitalized and visionary companies will try every means to expand product coverage. Jiangxiaobai also rode this wave. After identifying its consumer group, Jiangxiaobai invested in TV dramas and movies such as "Mr. Good," "Chongqing Hot Pot," "To the Youth," and "A Love for Separation." When the already well-packaged frosted glass bottle appeared in these youth-oriented films, viewers, seeking psychological resonance, would try it. As long as the taste wasn't too bad, and with the anesthetic effect of the films, reviews would naturally be much higher than reality. Thus, cultural marketing based on customer psychology has shaped Jiangxiaobai into a cultural phenomenon. Cultural phenomena have their own breeding ground and influence, which is the core value of cultural soft power. So, how should traditional brands market themselves in the new consumption upgrade era to achieve counter-trend sales growth? Five top brand marketing experts will tell you! How can a consumer brand rise quickly? Five top domestic brand marketing experts join forces to solve the problem! Li Qian New consumer product trends are emerging; where are the opportunities for brands? Li Qian Founder of Youqing Snacks Former Vice President of Qingshan Capital Brands like Luckin, Heytea, and Maowang have risen rapidly by leveraging the internet. Not only in first-tier cities, but also in second- and third-tier cities, there are new entrepreneurial opportunities for brands. Li Qian is a genius "transfer student" in the branding world. Unlike traditional brand marketing experts, Li Qian has experience in internet media, investment institutions, and startups. This cross-disciplinary experience gives her a unique and practical "brand communication and PR experience." She often says: "There's no big theory to preach; results are what matter." Xiao Ma Song Several trends in consumer business models Xiao Ma Song Marketing Consultant for Logic Thinking On China's magical 9.6 million square kilometers of land, there are many magical companies. For example, the brand "Guming," which most first-tier city residents have never heard of, has thousands of stores nationwide with revenue at the billion-yuan level. There are many opportunities like Guming. Yes, it's that Xiao Ma Song. If you're unfamiliar with this name, you might not be in the right marketing circle. He is also a marketing consultant for Logic Thinking, Xiaomi Barn, and most startups including "Guming." Yuan Hai Why is your content marketing ineffective? Yuan Hai Co-founder of Qingteng Culture Qingteng Culture, which started with PGC programs, is a senior player in the short video field. They began focusing on short video PGC content in 2014, producing programs like "My Sexuality Made Clear," "Understand Mom," and "Aotu Jun Says." In 2016, they transitioned to MCN. This year, with the popularity of talent shows on internet variety, they launched their talent "Lu Xiaocao" to participate in the variety show "Produce 101." The full chain of content creation, operation, traffic acquisition, and commercial monetization is not a problem for him. Chen Yong How to use internet marketing to create a project with 102x returns Chen Yong Internet traffic conversion expert How to improve conversion rates? It's already a lifeline for many companies. A 30% increase in conversion rate leads to a 30% increase in sales, often meaning a profit increase of over 50%. There is a systematic and scientific methodology for improving conversion rates. Chen Yong has a complete "Six Elements of Conversion" methodology, which has been tested and validated by dozens of companies like Shenzhou, and has helped these companies achieve multiple-fold improvements in conversion rates. Wang Zeyun What consumer personas teach us Wang Zeyun Data Analysis Director at Ogilvy Data analysts have two missions: First, to help brands make decisions, i.e., precise positioning decisions; second, to improve efficiency. For brands, money is always limited, so how can we be more efficient? Ogilvy data guru Wang Zeyun: Effective marketing starts with not creating ineffective user personas. A good persona helps users derive marketing decisions with direct causal relationships. After listening to Wang Zeyun's sharing, you will have a systematic understanding of persona creation. Learn to speak with data—have you mastered it? At the FDIC2018 China FMCG Digital Innovation Conference, these five brand experts will bring a marketing knowledge feast titled "Key to Brand Marketing in the New Consumption Era"! These five big names are representative figures in their respective sub-sectors, covering strategy, planning, data, traffic conversion, and short video, forming five modules for the rise of consumer brands. These speakers are also practical experts, skilled at summarizing and refining methodologies. With over 600 marketing case analyses, more than 200 days of polishing, visits to over 100 companies, capturing more than 80 pain points and needs, refining 59 core viewpoints, and designing 32 thinking tools, all this has resulted in every previous guest speech being packed to capacity. Who should participate?

  • Core executives directly responsible for marketing growth, such as founders, CEOs, CMOs, and COOs.
  • Practitioners in brand, operations, sales, marketing, copywriting, planning, PR, design, product, and related fields.
  • Other practitioners who want to systematically understand scientific marketing thinking.
  • Executives who bring core execution teams to enhance cognition together, making the team more competitive. The marketing course by five expert-level mentors is priced at 1399 yuan: Those in the industry know that a marketing course with so many big names gathered together is only 1399! Each teacher's single class is worth over a thousand yuan. This pricing is to create a 10x cost-performance FDIC2018 China FMCG Digital Innovation Conference! Let [FDIC] build its brand, and let every marketer find the right direction in the wave of internet upgrades! If you've patiently read this far and are interested in this grand event, please note: [New Distribution] limited-time exclusive discount price: 199 yuan! Scan the QR code to enjoy the discount Not only can you hear professional guidance from five top experts, but you also get three full days of industry dry goods. This is a must-attend conference for brand owners and distributors in 2018 for internet transformation, with the strongest gathering of thinking, methods, and toolkits, focusing on new growth, seeking new ideas, new models, and new methods. There will also be a big-shot private board meeting, a New Distribution distributor appreciation dinner, and a resource matching conference—everything you want is here! The main venue of the conference: three days of intellectual feast!! -END-