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Articles by 小马宋
Browse 7 New Distribution articles by 小马宋.
Published articles
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2020 Soda War: Some Reminders for Entrepreneurs Wanting to Enter the Beverage Industry
2020 may mark a new era for the beverage market. Our company has already taken on three beverage projects, and even more beverage brands have come to us for consultation. Half of these beverage entrepreneurs have no prior experience in the industry, chasing whatever is hot. I think this is dangerous, so here are some reminders. 1. The beverage market is enormous, possibly one of the few trillion-yuan markets in China, with no oligopoly and less policy regulation than baijiu or cigarettes. Nongfu, Coca-Cola, Uni-President...
小马宋What Matters Most to Coca-Cola?
This article, originally published on the Dedao app's 'Shao Heng Headlines', is an interview with the author. It discusses Coca-Cola's release of the 'Zaihu Ti' font in 2020 and analyzes Coca-Cola's long-term brand assets, including its logo, contour bottle, and Santa Claus image, emphasizing the importance of consistency and uniqueness in brand building.
小马宋Xiao Masong: See Problems from the Customer's Perspective!
The following is the speech content delivered by Luoji Siwei marketing consultant Xiao Masong at the "FMCG2019·China FMCG Conference" hosted by New Distribution, organized and published for readers. Today I will share a small topic: how to see problems from the customer's perspective. Because in business, at all times, we must have a very important thought: see problems from the customer's perspective. Please look at the picture: this father gave him a small toy, and they said the child particularly likes it, but have you ever thought about what the child sees? The child sees the perspective on the right side of the picture. We think the child sees an elephant, a pig, and others, but actually he sees this. This is the difference between the brand's perspective and the customer's perspective.
小马宋Marketers, It's Time to Pay Attention to WeChat Business!
Although WeChat business (Weishang) has been around for six years and its 'bonus' period may seem over, this is precisely the turning point where it becomes a significant marketing channel. The industry is cleaning up, and with its inherent advantages, it offers a new, efficient model for promotion and sales.
小马宋From Jiangxiaobai, Maoduoli and Xiaoguan Tea: The Apparent and Hidden Aspects of Success
The article discusses the difference between the apparent and hidden factors behind successful products and brands, using examples like Jiangxiaobai, Maoduoli, and Xiaoguan Tea. It emphasizes that copying surface-level tactics without understanding the underlying capabilities and resources is futile.
小马宋Why Are There Big Brands in Instant Noodles but Not in Dried Noodles?
In my private circle, someone raised this question, and I happened to visit a supermarket over the weekend, so I posted the question with images. I received over 500 comments, and due to limited time, I couldn't reply to each one. Thank you for your attention and thoughts. Today, I don't have a definitive answer, but I'll share some possible reasons.
小马宋Your Greatest Enemy Is Inertial Thinking
This article argues that many companies claim to be result-oriented but are actually method-oriented, relying on habitual approaches. It advocates a 'from results to methods' thinking model, illustrated by examples like Ford's pricing strategy and the construction of Nagoya Airport, to break free from inertial thinking and achieve goals more effectively.
小马宋