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Articles by 苗庆显
Browse 79 New Distribution articles by 苗庆显.
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79 articles · Page 3 of 4
Decoding the Viral Marketing Events of 2017: Can Marketers Still See Hope?
Despite the economic downturn and harsh environmental regulations in 2017, marketers can find opportunities in the coldest times. This article reviews the year's most notable marketing events, from deceptive advertising to new retail, and argues that true marketing is just beginning.
苗庆显The First Principle of Marketing: A Paradigm Shift
The 'First Principle of Marketing' is more widely applicable, useful, and powerful than you might imagine. Perhaps you didn't know that banning cigarette advertisements actually protects the tobacco industry!
苗庆显After Months of Speculation, the Shoe Finally Drops: Jack Ma Invests in RT-Mart: "I've Got This Fish Pond Covered!"
As expected, Alibaba has indeed invested in RT-Mart, right after the 'great' Double 11, following the slowdown in GMV growth, and after 'Master Ma' casually took down martial arts stars like Jet Li, Wu Jing, and Zou Shiming on and off stage while greeting them with 'Have you eaten?' Earlier this year, when rumors swirled about RT-Mart and Alibaba, Lao Miao had 'predicted' in an article that RT-Mart would sell, and it had to sell. However, the road to new retail is not as simple as scaling up online and offline; in fact, the current direction of new retail is heading into a bigger misconception.
苗庆显How to Make Consumer Behavior Easy to Occur? Here Are Four Methods and Two Basic Principles
This article discusses how to make consumer behavior easy to occur, presenting four methods: behavior decomposition, correct incentives, action plans or prompts, and the decoy effect. It emphasizes that the essence of marketing is to change consumer behavior, and by making it 'worth doing' and 'easy to do', marketers can effectively drive consumer actions.
苗庆显Marketing = Communication: Like It or Not, This Era Has Arrived
This article explores the concept that marketing equals communication, drawing on examples from Shi Yuzhu and the evolution of marketing roles, and delves into Schultz's Integrated Marketing Communications (IMC) theory, emphasizing its relevance in today's internet-driven environment.
苗庆显If You Don't Understand 'Consumer Language,' Any Marketing Approach Is Just Self-Indulgence!
This article discusses the concept of perceived quality, using examples like a restaurant serving less food to enhance satisfaction, and an airport reducing complaints by making passengers walk more. It argues that consumers judge products based on subjective signals, not objective quality, and marketers must understand these signals to communicate effectively.
苗庆显Stop Talking About Character, I Only Care About Your Ability
Those who like to judge others from a moral high ground are either stupid, evil, or both—there is no fourth option. This article criticizes the common practice of labeling employees as having 'character flaws' when they actually lack competence, and argues that management should focus on ability and systems rather than vague notions of 'character'.
苗庆显Can Domestic Infant Formula Still Be Saved?
Despite the devastating blow to domestic infant formula, there is still hope if brands shift consumer perception through international market presence, authoritative endorsements, and focusing on value rather than safety.
苗庆显Stop the Mystification: This Is the Real 'Easy' New Retail
It's been over half a year since Jack Ma proposed 'New Retail,' but you still don't get it? Too many explanations have confused you. Let's make it super simple. Once upon a time, goods reached us through a traditional channel where everyone made money, until hypermarkets appeared, demanding fees and transforming into 'New Retail 1.0.' Then e-commerce platforms, like Taobao, became 'New Retail 2.0' by charging fees and ads, but they're not true retailers. True New Retail should be consumer-driven, offering quality products at low prices, and will destroy those that just collect rent.
苗庆显No Harm, No Trade: Come On, Keep the Harm Coming
The article discusses how 'unfavorable comparisons' and self-conflict drive market dynamics, revealing that the true 'soul of marketing' lies in creating and resolving conflicts. It explores four types of internal contradictions that marketers exploit to stimulate consumption.
苗庆显Wahaha Isn't Dead Yet, Why the Rush to Feast on 'Blood-Filled Buns'?
Despite rumors of its demise, Wahaha is still alive and well. Instead of speculating, let's offer constructive suggestions and explore the right path forward for the company.
苗庆显Lao Miao: Marketers, It's Just a Transformation! Don't Be Shy, It's Not the First Time
Coca-Cola's elimination of its marketing department has alarmed marketers, but P&G made this move three years ago. What should we do? This article discusses the urgent need for marketing transformation, emphasizing that traditional marketing roles are becoming obsolete and that marketers must adapt to new realities.
苗庆显Ma Yun's "New Retail Research Report": Are You Putting on a Crosstalk Show for the Whole Nation?
This article critiques Alibaba's New Retail Research Report, arguing that it fails to address the real problems of traditional retail, such as high costs and lack of retailer responsibility. It suggests that true retail innovation should focus on providing quality products at low prices and binding consumers through emotional or membership models.
苗庆显Young Heroes, Spare Us Old-Timers! We Really Don't Need 'Edgy and Provocative'
Why do we always face 'ideological intimidation' when we do business operations honestly? With the rise of the 'post-95s market,' what's the right approach? Marketing professionals confused by the young market can take a reassurance pill with Old Miao today.
苗庆显Is the Market Becoming More Rational? An Illusion! Our Greatest Rationality Is Knowing the Market Is Never Rational
The article argues that the market is never rational, only replacing old sensibilities with new ones. It introduces four key concepts for high-EQ marketing: 'you', 'concreteness', 'comparison', and 'unmet needs'.
苗庆显Selling Combs to Monks? How Long Do You Plan to Keep Fooling People?
The article criticizes the popular sales tactic of 'selling combs to monks,' arguing that it is costly, low-return, deceptive, and ultimately unsustainable. It emphasizes the difference between marketing and selling, citing examples like Ma Huateng's failed attempt to sell QQ to Zhang Ruimin, and warns against mistaking sales tricks for true marketing.
苗庆显Deep Interpretation of the Top Ten Keywords in the 2017 Market
The market in 2017 is like the season just after the winter solstice: days are getting longer, but the cold is still biting. This article analyzes the economic environment and ten key trends that will affect businesses and marketers, from the warming of the real economy to the rise of content marketing.
苗庆显“Terminal is King” is Outdated; Terminal Reengineering under New Retail Thinking is the Way Forward
This article argues that the traditional concept of "terminal is king" is outdated, and proposes a new framework called "terminal-driven model reengineering" based on the essence of terminals—their functions—rather than their forms. It emphasizes the importance of information flow and logistics in terminal planning, and introduces five key elements: pre-terminals, core terminals, post-terminals, logistics terminals, and scenario-based logistics terminals.
苗庆显Understanding the Essence of 'New Retail': A Terminal Classification Most People Don't Know
Kotler says the form of the terminal is irrelevant, so what matters most? Understanding the essence of the terminal means understanding the essence of 'New Retail'. Continuing from the previous issue, let's first use Kotler's concept as a banner: the form of the terminal is irrelevant! The original text says: 'It is irrelevant how these goods or services are sold (in person, by mail, by phone, or by vending machine), or where they are sold (in a store, on the street, or in the consumer's home).' So what matters most? The function of the terminal! The terminal has logistics (including transactions), product display, information transmission, and consumer education.
苗庆显How Many More 'Victims' Will the 'Terminal is King' Trap Claim?
Why do companies say 'no terminals means death, but doing terminals means suicide'? How to break this deadlock? This article argues that the overemphasis on terminals, or 'terminal is king', is a major pitfall in marketing, as it distorts resource allocation and ignores the importance of brand and system strength. It suggests a new terminal value perspective and a 'new terminal-driven model' based on customer communication, product exposure, profit, and sales.
苗庆显Spicy Strips Are Hot: Who Will Be the Next 'Internet-Famous Food'?
Who says traditional industries are hard to crack? Look at how 'junk food' spicy strips turned from a 'dead fish' into a 'dragon'. What does it take for a product to become an internet sensation? As 2016 winds down, the food industry is a tale of two extremes: traditional giants and their followers are declining, while innovative products are quickly capturing market share and becoming internet celebrities.
苗庆显Evergrande Spring "Flips the Table and Leaves"—What Are Old FMCG Hands Cheering About?
Evergrande has left, but there will be more like it; we are still in the game, so what are we cheering about? This article offers a completely different, unconventional critique of Evergrande Spring by Lao Miao.
苗庆显Is the 'Wolf Culture' Really Effective?
The 'wolf culture' is a popular management concept in China, but its effectiveness varies greatly. Successful companies like Huawei use it to promote crisis awareness, teamwork, and ambition, while many others misuse it to demand blind obedience and sacrifice, leading to negative outcomes. True success lies in the leader's own commitment, not in the external symbol.
苗庆显You Can Be So Good You Have No Friends, But You Must Never Be Without Enemies
This article explores the marketing principle of "creating enemies" (树敌) through the example of Kobe Bryant, whose controversial career and fierce rivalries elevated his influence far beyond his on-court achievements. It argues that having a clear opponent sharpens a brand's identity and appeals to its target audience, as demonstrated by Apple, Xiaomi, Huawei, and the beverage brand Xiao Ming Tong Xue.
苗庆显