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Articles by 陆星集
Browse 5 New Distribution articles by 陆星集.
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You Think Silence Is Lying Flat, but They Are Growing Stubbornly
During the pandemic, life seems formatted, but some brands continue to innovate and advertise, creating new scenarios and categories. This article highlights how brands like Miaokeland, Jinmailang, Shuyi, and others have found differentiation and growth by seizing opportunities and investing in brand building during the crisis.
陆星集SMEs: Don't Build a Brand and Die, Build a Brand and Die?
This article uses data from the National Advertising Research Institute's top 100 case studies to prove that brand building is an art that reduces trust costs and increases transaction premiums, while traffic is just a tactic. It argues that SMEs should adopt a dual-wheel strategy of brand and traffic, with a recommended initial budget ratio of 3:7 for brand versus traffic, and provides examples like Ulike, ibaby, and Daily Black Chocolate to illustrate the benefits.
陆星集Diligence in Traffic Advertising Cannot Mask the Lack of Brand Building
After the intensive release of Q3 internet company earnings reports, the halt in growth of traffic advertising has become a hot topic. The key is not why traffic ads have stopped growing, but what brands should rely on for growth and sustainable development. The answer may lie in valuable differentiation, selecting the right main media channels and coordinating media touchpoints, and adhering to long-termism, which are the core elements of building long-term brand equity.
陆星集Under the Pandemic, How Can Chinese Brands Break Through?
A recent article calling for discussion on the economy has gone viral, reflecting anxiety and hope about China's economy amid the pandemic. While most analyses focus on industry-level impacts, this piece examines the macro and micro changes in Chinese brand building under the new variable of the pandemic, and how Chinese brands can maximize certainty in a changing landscape.
陆星集Focus Media, You Are Not a Magic Wand
The article argues that Focus Media is a necessary but not sufficient condition for brand success, using cases like Bosideng, Luckin Coffee, and Feihe to show that brand explosion requires solid products, strategy, and operations. It emphasizes that Focus Media serves as an accelerator, not a creator, of success.
陆星集