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Articles by 包思成
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Discount Promotions: How to Do Them Without Hurting Your Brand?
A tea merchant found that sales surged after a holiday promotion, leading to an addiction to discounts. However, repeated promotions trained customers to buy only when discounted, making normal-price sales impossible. After calculating the ROI, the merchant cut the product line and gave away inventory as gifts. With year-end holidays like Double 11, Thanksgiving, Double 12, Christmas, New Year, and Spring Festival approaching, marketers have many reasons to plan discounts, but some promotions boost brands while others self-destruct. This article analyzes when discount promotions work best and how to avoid brand damage.
包思成Declining Giants and Rising New Products: Who Is Capturing the Market Against the Trend?
In recent years, you may have noticed that companies with major brands like Nestlé, Coca-Cola, Master Kong, and Wahaha are losing ground, increasingly challenged by small brands that emerge suddenly, and their ability to suppress these challengers is weakening. Marketing budgets used to be paramount, but now relying on budget to dominate is harder. Even in personal growth, more young people are rising rapidly.
包思成