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Articles by 梁将军
Browse 24 New Distribution articles by 梁将军.
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In the Era of Channel Fragmentation, FMCG Brands Need to Grow Like Liquid
Channels are fragmenting, and so are consumers. For FMCG brands, the old approach of using one brand language, one product logic, and one sales playbook across all channels is becoming increasingly untenable. Sam's Club, Pinduoduo, Xiaohongshu, Douyin, convenience stores, snack collection stores, and mom-and-pop shops all sell goods, but the consumer psychology, sales dynamics, and decision-making behind them are no longer the same. At the 11th China FMCG Conference on March 17, Liang Jiangjun, founder of Jiangyi Consulting and Chief Strategy Officer of Zan Yi Growth Network, shared insights on liquid brands, channel narratives, and building a C-end command center.
梁将军In Musk's View, the Essence of Spring Festival Marketing Is a 'Signal-to-Noise Ratio' Problem
This article uses Elon Musk's physics-based thinking to argue that most brands waste their budgets on Spring Festival marketing by adding to the noise. It proposes strategies like functional care, negative marketing, and non-red visual approaches to stand out.
梁将军Being an Outlier Who Respects Common Sense: 2026 Pop Mart Narrative White Paper
Pop Mart is the most surreal company of 2025: LVMH's Greater China president joined as a non-executive director, and revenue doubled with net margins over 30% while the stock price plummeted. This paper argues that Pop Mart, like Moutai, is an outlier that respects common sense, and that misperceptions about its business model—from 'non-essential' products to Labubu dependence—stem from applying outdated logic to a new species of IP company.
梁将军2026 Content Consumption Trends: The Ordinary Person Above All
Based on observations of everyday details, this article argues that grand narratives are receding and the power of ordinary people is rising. It presents the '2026 Content Consumption Trends White Paper: The Ordinary Person Above All', analyzing shifts in entertainment, marketing, and consumer behavior, and urging brands to connect authentically with everyday life.
梁将军Dialogue with Cai Yu: What This Generation of Users Wants Is Not Touching, but Complicity
In the first installment of our series on business narrative, we invited Cai Yu, author of the Dedao course 'Cai Yu's Business Reference' and the book 'Emotional Value.' She believes that after oversupply, sales ability becomes crucial, and sales ability is narrative ability. Narrative is our filtering, narration, and interpretation of information, selling a certain proposition to others through various actions. Today, a company's content and narrative capabilities should be part of its product strategy, even its corporate strategy; relegating them to marketing is an underestimation.
梁将军IP Marketing Trends in 2025: From 'Connecting the Back-End' to 'Clearing Business Obstacles'
In 2024, business growth for many companies was like a self-destructive long-distance run, with profits often driven by layoffs and ad cuts, and sales by price cuts and promotions. For healthy growth, companies should focus on solving underlying problems rather than sales alone, using major content IP as a 'business lever' to clear obstacles such as low dealer confidence, high performance pressure with low budgets, over-reliance on existing customers, price-cut dependence, and declining consumption frequency.
梁将军2024 Consumption Opportunity Insights: Macro View Says No Money to Be Made, Micro View Says Opportunities Everywhere.
A podcast interpretation of two trend reports—McKinsey's 2024 China Consumer Trend Survey and Amazon's Global E-commerce Consumption Trends and Product Selection Survey—reveals that while the macro economy seems bleak, micro-level opportunities abound. Chinese consumers are not short on money but are saving it, with predictable high-certainty ongoing expenses suppressing consumption. The market is fragmented, with some sectors experiencing downgrading and others upgrading, and consumer confidence is diverging.
梁将军In Times of Weak Consumption, Pursue 'Good Failures' Instead of 'Cost Reduction and Efficiency Enhancement'
In the current sluggish business environment, anxiety dominates entrepreneurs' minds. By examining how successful companies survive or even grow against the trend, we may find 'certainty anchors.' This article shares Uniqlo's experience: during Japan's economic depression, its sales grew 160-fold and profits 1,500-fold over 20 years. Despite recent declines in China, Uniqlo's history of learning from failures offers valuable lessons.
梁将军Don't Convince the Customer—Make Them Feel It Was Their Idea to Buy
This issue explores how to get customers to proactively close a deal. The principle is to activate the customer's own desire to buy rather than forcing a sale, which applies to selling products, securing investments, winning over bosses, or landing a job.
梁将军Reviewing Zong Qinghou's Marketing Philosophy: No Theory, Only Practicality
On the day Zong Qinghou passed away, I wrote: 'The best way to remember a person is to inherit his thoughts, as in 'carrying on the lost teachings of past sages.' After failing in the new consumption startup wave, I believe new consumption entrepreneurs should learn from old consumption entrepreneurs. Zong is the most worthy of our study, likely without exception. Today, I want to explore several topics: What is the marketing model behind Wahaha's ability to launch multiple hit products? What is the experience of quickly opening markets with new products?
梁将军Five Successful Ventures in a Row: The Secret Is Using Product Thinking for Marketing
Du Guoying, a name unfamiliar to many post-90s and post-00s but known to post-80s, has created products like Back-Back Jia, Haojixing, E-ren E-ben, 8848, and Xiaoguan Tea. In marketing circles, opinions about him are mixed: some despise him for what they see as 'cutting leeks' (exploiting consumers), while others admire his marketing prowess and secretly learn from him. This article explores whether he is a 'leek master' or a 'product manager', and reveals his entrepreneurial and marketing methodologies.
梁将军The Harder It Gets, the More You Need to Trade Strategy for Growth—You Have No Other Choice!
In a vast grassland, three wolf packs face starvation after a plague and drought. Their leaders choose different strategies: one conserves resources, one fights desperately, and one launches a surprise attack. The story illustrates that in difficult times, relying on operational efficiency alone is insufficient; strategic positioning is essential for breakthrough growth.
梁将军What We Really Need Is 'Profit-Driven Growth'
This year, several notable shifts have occurred: fewer companies are willing to lose money for the sake of 618 or Double 11 sales reports; media no longer pedestalizes emerging industries or brands, using cautious and evasive language about new species; investors may call you not to invest, but to submit their resumes... Such bleak circumstances cannot be entirely blamed on the external environment; it's also because we have always prioritized growth over profit. Now in Q4, almost all physical enterprises have realized one thing: growth without profit is nothing but hooliganism.
梁将军What Do Brands That Go Viral and Then Fade Away Do Wrong?
This article explores why some brands or individuals become famous quickly but then fade, while others sustain their popularity. It categorizes five types of popularity curves and argues that sustained success comes from aligning with core consumer motivations, avoiding motivational fatigue, and innovating in form rather than substance.
梁将军In the Next Decade, Brand Mission Matters More Than Brand Positioning
Positioning can create big brands, but not great ones. Great brands like Apple, Tesla, and OpenAI are driven by mission, not positioning. This article argues that in the next decade, brand mission will outweigh brand positioning, and explains how to communicate mission through real people, real issues, and real actions.
梁将军The Commonality and Individuality of Business in Lower-Tier Markets
The real China is hidden in lower-tier markets, where 70% of the population lives. To succeed there, businesses must abandon the condescending label 'lower-tier market' and instead recognize it as a 'graded market' with diverse regional differences. Key insights include the failure of 'quality at low prices' strategies, the importance of 'face' in consumption, the dominance of middle-aged consumers, the role of personal connections, and the need for localized, service-oriented approaches.
梁将军New Consumer Brands Are Suffering from 'Hit Product Backlash'!
Many new consumer brands that initially succeeded with a single hit product are now struggling to replicate that success, facing what is termed 'hit product backlash.' This article explores the reasons behind this phenomenon and offers strategies for continuously incubating hit products.
梁将军Growth Stalled? It's Because You Don't Understand Scenario Development
Many brands, when facing growth stagnation, instinctively expand product categories. However, this approach often disperses marketing resources and creates a bloated product line. The key to breaking through the growth ceiling is to shift from category-based thinking to scenario-based thinking, which focuses on meeting the different needs of the same consumers through various scenarios.
梁将军The "New" Scam of New Consumer Brands
New consumer brands are like a gorgeous robe infested with lice. In 2021, the robe finally couldn't withstand the wind and rain, revealing its thin lining. This round of new consumer brands is experiencing a major collapse. From a marketing perspective, the author argues that new consumer brands, despite capital's collusion, have failed to seize power because entrepreneurs haven't clarified what exactly is "new" about them.
梁将军The Next Decade of Content: Abandon Content Marketing, Embrace Content Strategy
If you ask me what will determine a company's growth in the next decade, my answer is content. Digitalization and big data will become infrastructure, but content requires strategic thinking. Only by elevating content to a strategic level can we win future competition.
梁将军To Brand People: Stop It, Traffic Is the Amulet of Brands
This article argues that traffic, often dismissed by brand professionals as a disposable commodity, is actually the most profitable business model. It contends that most brand-building efforts are actually traffic plays, and that understanding the evolution of traffic is crucial for brand success.
梁将军The Logic of Selling Goods in 2020: From Product Output to Planning Output
In 2020, what is the trend of change in retail channels? I want to summarize it in five words: 'channel nanoization.' 'Channel nanoization' is a metaphor, conveying that the channels for selling goods are shifting from shopping platforms like Yonghui and Tmall to smaller and more diverse channels. Simply put, channels are becoming smaller and more numerous.
梁将军Why the More Ads You Run, the Faster Your Brand Dies?
The root cause of why heavy advertising no longer works as before is that in the centralized media era, information spread from point to surface, emphasizing 'broadcasting'; in the decentralized media era, information spreads from point to point, emphasizing 'transmission'. In the new era, 'transmission' is more important than 'broadcasting', and making users like you is more important than making them remember you.
梁将军Stop Dreaming: Your Brand Can't Become an IP
The article argues that most brands fail in their attempts to become IPs, explaining the fundamental differences between brands and IPs, the steps to create a successful IP, and the obstacles in brand IP transformation.
梁将军