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Browse 41 New Distribution articles by 空手.
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The Secret to Long-Lasting Sales: The Logic Behind the Popularity of Luosifen and Sauce-Flavored Liquor
The author, who studied in Nanchang, reflects on why Luosifen (river snail rice noodles) became a hit while other regional noodle dishes did not. He argues that long-selling products in the FMCG industry share a common trait: intense flavors that create sensory memory and addiction, driving repeat purchases.
空手The Secret of Innovation: A Decade Later, the Truth Behind Jiangxiaobai's Success
When it comes to user management, in marketing we care most about two groups: angel customers (or source-point people), who are a brand's first buyers and most likely purchasers, and valued customers (or core people), who contribute the majority of sales. Angel customers determine a brand's survival, while valued customers determine its growth. However, true innovation often comes from focusing on non-customers—those who currently have no need or interest—as exemplified by Jiangxiaobai, which targeted young non-drinkers of baijiu, and PIY, which targeted renters who typically don't buy furniture.
空手Live Streaming Is Not the Future; Building a New Marketing Value Chain Is
Consumer decisions are driven by two cognitive systems: System 1 (intuition) and System 2 (rationality). Live streaming appeals to System 1, making it suitable only for low-involvement, low-risk, low-price products. The real value of live streaming is limited to driving purchase behavior; building brand awareness, cognition, and evaluation requires a complete marketing value chain of brand seeding, content marketing, and live-stream harvesting.
空手Sorry! You Can't Do Business with Young People.
Companies today emphasize the importance of young people and regard brand rejuvenation as a core marketing topic. However, most companies' rejuvenation efforts are superficial, like Lord Ye's love of dragons. They think using trendy words, hiring young idols, or advertising on Douyin and Bilibili will make young people love them, but they are wrong. The real challenge lies in understanding and genuinely connecting with young consumers, which requires more than surface-level tactics.
空手The Secret to Live Commerce Success Was Explained 100 Years Ago
In 1904, Albert Lasker, president of Lord & Thomas, learned from John Kennedy that advertising is 'salesmanship in print.' This principle applies equally to live commerce today, which is essentially video salesmanship. The key to success lies in knowledge, trust, and personality, not just performance.
空手Why Can't China's 70,000 Tea Companies Produce a Lipton?
In June 2018, People's Daily published an article titled "Why Do Ten Thousand Chinese Tea Companies Have Lower Profits Than One Lipton?" highlighting the awkward situation of China's tea industry. Despite being the world's largest tea producer and consumer, with 44.7% of global production in 2018, most Chinese tea companies are small, and the industry lacks product standards and transparent pricing, hindering brand building. The key to success, as shown by Lipton and other examples, is to provide consumers with simple, clear product knowledge and selection criteria, rather than empty cultural narratives.
空手Marketing, Operations, and Sales: What's the Difference?
Peter Drucker said the purpose of a business is to create customers, and its two basic functions are marketing and innovation. Marketing is about understanding and managing customer needs, while innovation creates value to satisfy them. Marketing is broader than sales, encompassing all business activities, and is often confused with promotion or operations, which are tactical subsets of marketing strategy.
空手Why Would Anyone Be So Determined to Build a Brand?
Many companies aspire to build a brand, but brand is merely a means to make money, not the ultimate goal. Whether to build a brand depends on the customer type and development stage; for B2B or early-stage companies, it may not be necessary.
空手"My Product Is So Good!" What Does That Have to Do with Me?
This article discusses the marketing myopia concept, where companies focus on their products rather than customers, leading to failure. It uses examples like Meters/bonwe and Procter & Gamble to illustrate how brands decline when they ignore consumer needs, and emphasizes the importance of customer-centric thinking and external perspectives.
空手Growth Hacking, Brand-Effect Integration, and Private Traffic: Understanding the Logic Behind Marketing Buzzwords
From growth hacking to private traffic, these are hot terms in the internet industry since last year. Brand-effect integration is a slogan loudly touted by internet and e-commerce companies in recent years. This article helps you understand the logic behind these marketing buzzwords.
空手The Counterattack of a 4A Adman: Brainwashing Ads Are Not Only Garbage, They're Ineffective!
Every year, a batch of brainwashing ads (yes, I mean BOSS Zhipin, Bole Wedding Photography, Mafengwo, and Zhihu's 2018 World Cup ads) dominate screens and are met with unanimous criticism and condemnation. At this point, the creators of these ads appear, smirking: "Scold us, the more intense the scolding, the happier we are, because it proves the ads are effective," and "Advertising pursues effectiveness, not art or aesthetics." They pose as saints sacrificing their own reputation for clients' commercial interests, lamenting that the advertising industry is immersed in creative taste while ignoring client results. This is simply ridiculous. I certainly agree that the ultimate goal of advertising is effectiveness, achieving market goals and product sales. But the biggest problem with brainwashing ads is not their garbage quality or mindlessness, but their ineffectiveness.
空手Salty and Sweet: The Self-Cultivation of a Good Brand
In early 2016, Coca-Cola announced a major brand upgrade campaign, unveiling the 48th slogan in its history: "Taste the feeling" (Chinese: 这感觉够爽). This replaced "Open Happiness" (Chinese: 畅爽开怀), which had been used since 2009. While the Chinese versions are similar, the English reveals a shift in Coca-Cola's appeal: Open Happiness targeted psychological experience and emotion, while Taste the feeling targets sensory experience and taste directly.
空手The More Senior You Are, the More of a Liability It Becomes
The article argues that in today's rapidly changing world, experience and seniority are no longer assets but liabilities. It emphasizes the importance of continuous learning and rapid validation over relying on past achievements, citing examples like RT-Mart's failure in e-commerce and the rise of Meituan.
空手2019: The Opening of New Marketing
The article reviews 2018 marketing trends, arguing that traditional traffic-based advertising is declining, and new marketing is driven by content, social, and personality. It highlights examples like controversial World Cup ads and successful campaigns such as Huadi's refund promotion, emphasizing the shift from media buying to user engagement.
空手A Brief History of Marketing: A Century of Marketing in One Article
To explain marketing, we start with pig slaughtering. In the era of mass production, the Ford Model T, introduced in 1908, revolutionized manufacturing with assembly line techniques, leading to unprecedented efficiency and low costs. This article traces the evolution of marketing through the product era, user era, competition era, and the modern era of openness and return to human values.
空手IP Is Not a Panacea | Brand Operation Methodology: From Building IP to Becoming CP
With the rise of Taobao platform, a large number of new brands emerged, such as Handu Yishe, Three Squirrels, Linshi Furniture, Mofashi Jia, Inman, Liebo, etc. They are called Taobao brands. With the rise of WeChat platform, another batch of new brands emerged, such as Luojisiwei, DaV Store, Heytea, Luckin Coffee, and Zhiguan. I call them WeChat brands. Of course, there are also a large number of WeChat business brands. When I say WeChat brands, I do not mean brands that are sold entirely on WeChat, but rather those that achieve user fission and growth through official accounts, Moments, and WeChat groups.
空手A Brief History of Brands
In 1946, historians Yang Kuan and Jiang Dayi discovered a bronze printing plate for an advertisement in an antique shop, which turned out to be the earliest known brand advertisement in China and the world. The plate features the brand name 'Jinan Liu's Fine Needle Shop', a white rabbit logo, and a slogan emphasizing quality, illustrating the core elements of branding.
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