AUTHOR ARCHIVE
Articles by 郑光涛Grant
Browse 4 New Distribution articles by 郑光涛Grant.
Published articles
4 articles · Page 1 of 1
Internet Traffic: Making Business Harder Than Ever
Alibaba's mission was to make it easy to do business, but since 2016, companies on e-commerce platforms have shifted towards unprofitable prosperity. This article explores the pitfalls of internet traffic, including precision and timeliness, and compares traffic-based versus brand-based growth models.
郑光涛GrantThe 'Emotionalization' of Snacks: The Real Culprit Behind Your Cravings
During the pandemic, snacks became a booming category, with live-streaming sales driving growth. Despite China's large consumer base, per capita snack spending remains low compared to developed countries. The key to long-term success lies not in trendy labels but in understanding and addressing consumer emotions and interactions, as seen in the addictive nature of snacks through both physiological and psychological mechanisms.
郑光涛GrantBrand Rejuvenation Strategy: Is There a Miracle Cure for Brand Aging?
This article explores the difference between product aging and brand aging, arguing that many companies mistakenly treat product upgrades as brand rejuvenation. It suggests that true brand activation requires providing new internal motivations to consumers by embedding the brand's value proposition into new life scenarios, rather than relying on superficial tactics like packaging changes or viral marketing.
郑光涛GrantThe Era of Small Brands Rising: Why Are You Standing at the Windward but Not Taking Off?
This article discusses the rise of small brands in China despite the dominance of large FMCG companies. It explains how small brands can break through by using central route persuasion, increasing consumer involvement, and leveraging new channels and standards.
郑光涛Grant