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Browse 41 New Distribution articles by 空手.
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Brand Globalization: Scenario Insight and User Research
Going global is a hot topic, with more companies targeting overseas markets. Despite trade frictions, globalization is irreversible. China's complete industrial system and advanced marketing methods position it to create world-class brands. This article explores how to understand overseas consumers through scenario-based insights, using Cargo Bike and Haidilao as case studies.
空手Post-11.11 Era: The Way Brands Do Marketing Must Change
The annual 11.11 shopping festival has begun, but the atmosphere of national frenzy has faded, and consumers are no longer easily swayed by promotions and coupons. In this post-11.11 era, brands need to shift from simple promotional tactics to content marketing that is scenario-based, in-depth, and asset-building, to truly stimulate consumer demand and influence purchase decisions.
空手42 Days, 28,573 Words: A Concise Content Marketing Framework
Marketing has entered the content era, where content replaces advertising as the central carrier of brand building. This article outlines three major challenges in content marketing—communication effectiveness, brand building, and production efficiency—and proposes a framework based on 'scenario + tags' to build a content bank, drive IP and UGC, and structure content into four types: scenario-driven demand creation, product experience, sales conversion, and brand resonance.
空手Scenario: From Advertising to Content
Scenario marketing has long been practiced, but traditional hard ads often fail to deeply engage consumers. By examining cases like Didi and Xiaohongshu, this article argues that effective scenario marketing should occur in real consumer scenarios, using content to simulate scenarios and guide consumer perception, as illustrated by the contrasting approaches of Yanzhiwu and Dong-E E-Jiao.
空手Finding New Brand Dividends in the Voice of the Times
Brands that fail to understand the commercial value of Labubu may already be left behind by this era; those who question its value may also be lagging in their thinking. Its explosive popularity shows that the underlying logic of business has changed, with consumer markets and attitudes undergoing dramatic shifts. Accordingly, our understanding of brands and how we build them should also be refreshed in time.
空手In the Age of AI and Algorithms, the Key to Brand Marketing Is...
The internet has brought an explosion of information, and AI and algorithms have further changed the way humans access information. Every major shift in advertising and marketing history has been driven by an information revolution. The goal of brand marketing is ultimately to achieve efficient connections between products and consumers. With the development of the times, information dissemination is becoming more important than channel reach.
空手Creating Behavioral Directives with Scenarios
BJ Fogg, founder of Stanford's Persuasive Technology Lab, proposed the behavior design model B=MAP (Motivation-Ability-Prompt), where prompt is the decisive factor. Scenario marketing uses environmental signals to prompt consumer behavior, turning scenarios into behavioral directives that drive action and habit formation.
空手Scene Increment Big Model Iterates to 2.0!
The article discusses how brands can achieve growth by identifying and occupying consumption scenes, and by creating matching labels to influence consumer choices. It introduces the 'Increment Big Model' (STAG model) and provides examples like red wine, instant noodles, Huiren Shenbao, and Chagee to illustrate the application of scene and label strategies.
空手Two Growth Paths for Brands: Either Dominate a Category or Dominate a Scenario
This article argues that brand growth follows two paths: one is to dominate a category (stock growth), and the other is to dominate a scenario (incremental growth). Using the example of OATLY's success in China, it illustrates how scenario-based marketing and labeling can create new demand and break through category limitations.
空手The Three Souls of Scenario Marketing: Jobs-to-be-Done, Solutions, and UGC
From March 17 to 19, the 10th China FMCG Innovation Conference, the 4th China FMCG Hard Discount Conference, and the 4th China FMCG Distributor Conference, themed 'New Order · Symbiosis', grandly opened in Chengdu. Mr. Kong Shou, founder of Bukongtan Brand Consulting and dean of the Scenario Marketing Research Institute, delivered a keynote speech titled 'The Three Souls of Scenario Marketing'. The following is an edited excerpt of his speech, organized for readers. The three souls are jobs-to-be-done, solutions, and UGC.
空手Blossoms, The Rose, Joyful People, Talk Show...: The Essential Laws and Methods of Brand Building Seen Through the Year's Hit IPs
I have always believed that all brand building and marketing practices must ultimately return to consumer needs and decision-making patterns. Changes in the consumer behavior chain are the root of changes in brand marketing. The behavior chain in the traditional era is called AIDMA, the most classic behavior model proposed by American advertising scholar E.S. Lewis in 1898 and written into major communication textbooks. AIDMA includes Attention, Interest, Desire, Memory, and Action.
空手How to Leverage Emotional Value as a Brand Growth Advantage?
If there is one term that has dominated the industry in the past two years, it is undoubtedly 'emotional value.' Brands, agencies, and media alike are touting the importance of emotions, and consumers are indeed buying into it. This article explores what emotional value truly means and how brands can harness it to empower marketing and communication, emphasizing the significance of social emotions over individual ones.
空手Make Users Buy for the First Time, and Make Buying a Habit
B.J. Fogg, founder of the Persuasive Technology Lab at Stanford University and a pioneer of behavior design, proposed the famous behavior model B=MAP, which states that a behavior occurs when motivation, ability, and prompt are all present. In marketing, the prompt (P) is the most critical factor, and it can be influenced by five scene variables: timing, occasion, emotion, object relationship, and behavior frequency. By designing these scene variables, brands can trigger consumer actions and cultivate long-term purchasing habits.
空手Understanding the Consumer Journey: The Starting Point of All Brand Marketing | Creating Incremental Growth
The starting point of all marketing and brand building is to think back to consumer behavior patterns, so we can understand how brand marketing actually works. When we start marketing, we first focus on the consumer's purchase decision process, which is the behavioral chain of 'information search - comparison evaluation - purchase action - sharing and diffusion', to find user touchpoints and influence their purchase behavior. Consumers buy because they have needs. Human needs come from the overlay of desires and life scenarios, which are based on a person's self-concept and lifestyle.
空手Creating Increment | What Exactly Is the 'Scenario' That Marketers Always Talk About?
The term 'scenario' has been a hot concept for over a decade and is widely used. In the context of internet marketing, channels, e-commerce, stores, and other transaction venues are scenarios; payment is a payment scenario; looking at phones and browsing platforms are media consumption scenarios; specific tasks in enterprise marketing such as new product launches, promotions, and brand building are marketing scenarios. In short, everything in marketing can be called a scenario. However, the author believes that to discuss something clearly and accurately, one must start with a clear definition of the concept. The author defines scenario as: under specific spatiotemporal accompanying conditions, a specific task that appears in a consumer's life, which requires purchasing a brand to complete, thus generating specific needs and consumption behaviors. In short, scenario equals spatiotemporal conditions plus task resolution.
空手Scenes Create Increments: Do People Group by People, or by Scene?
Segmentation is the starting point for enterprises to operate in the market. Businesses first segment the market to identify consumer differences, then select target markets with the greatest opportunities, and finally position their products. However, as people become increasingly individualized, traditional demographic segmentation is less effective. The article proposes that scenes, as hard boundaries and soft constraints, can unify diverse consumers, leading to the concept of 'people grouped by scene' (人以场分), which finds commonalities across different consumer groups in the same scene, as illustrated by cases like Jiangxiaobai and Wuling Motors.
空手The Incremental Growth Model: A Brand Methodology for the Digital Age
This article presents the author's comprehensive brand marketing methodology, the Incremental Growth Model (STAG Model), which centers on creating new consumption scenarios and using tags to drive growth. It argues that true growth comes from expanding consumer scenarios and building brand associations, rather than merely occupying existing categories.
空手The Essence and Underlying Logic of Brand Marketing
There have been three leaps in the history of brand thought. The first was the publication of the classic paper "Product and Brand" in 1955, which theoretically distinguished brands from products, with brands originating from but transcending products. The second was in the 1990s, when brand equity and strategic brand management were proposed, elevating brands from tactical tools to strategic heights. The third was around the turn of the century, with theories like brand relationships and brand communities reshaping brand concepts, making relationships a new marketing paradigm. Defining brands based on brand-consumer relationships rather than the brand itself better reveals the underlying logic of how brands influence consumers and clarifies the goal of brand building.
空手Why Do People Buy? Understanding the Truth of Purchase Gives Brand Marketing a Foundation
A product from Yunnan called flower cake is often bought by travelers. The famous brand Jiahua uses the slogan 'Three roses in one cake,' which is a good copy but fails to stimulate purchase desire because functional claims only reinforce decision-making, not desire. The article argues that brand marketing must understand the truth of purchase, which relies on three factors: scene relevance, mental uniqueness, and social popularity. It warns against two pitfalls: cognitive education trap and proprietary paranoia, and emphasizes that brand building should aim at establishing discourse power through socialization.
空手Traditional Marketing Is Declining: Finding the Path to Brand Growth
Today, many traditional marketing methods and brand-building tactics face significant challenges. How can we find a new, lower-cost, and more cost-effective growth solution? The fundamental issue lies in consumer demand generation and decision-making patterns. For brand marketing, all theories ultimately return to consumer needs and decision-making processes. The most basic logic is understanding how consumers think and make purchase choices. This article explores the shift from traditional category-occupying and penetration strategies to a new approach based on scenarios and labels.
空手4 Core Strategies for Spring Festival Marketing: An Analysis Based on 13 Classic Cases
This article discusses how to execute effective Spring Festival marketing, drawing on 13 classic cases. It outlines four key strategies: issuing behavioral commands to drive purchases, integrating brand culture with festive emotions, focusing on specific Spring Festival elements, and building a long-term marketing IP.
空手How China Can Build World-Class New Consumer Groups: A Deep Dive into Zihaiguo's Business Model
This article explores how Chinese FMCG companies can build world-class consumer brands, using Zihaiguo as a case study. It argues that brands are born from category differentiation and scene evolution, managed through a multi-brand system, and sustained by cultural expression and emotional connection.
空手A Comprehensive Guide to Market Research (Not a Rant)
This article discusses the importance of market research, addressing common misconceptions like Steve Jobs' famous quote, and provides a detailed guide on conducting consumer research, dealer interviews, internal company interviews, and market visits. It emphasizes the need for professional, multi-method approaches over simple online surveys.
空手The Algorithm of Growth and the Brand Thinking Model
Growth is undoubtedly the primary goal of an enterprise, with all work revolving around it. The first pillar of growth is the product, the second is traffic, the third is user operations or brand, and the fourth is culture. The formula for growth is: revenue equals average order value multiplied by the number of users, with repurchase rate and diffusion index determining the upper limit. To build a brand, the thinking model involves creating scenarios, labeling, social engagement, and spreading.
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