AUTHOR ARCHIVE
Articles by 任小东
Browse 40 New Distribution articles by 任小东.
Published articles
40 articles · Page 2 of 2
Exclusive | Monthly GMV 370 Million Yuan: Decoding the Underlying Logic of Xingsheng Youxuan!
This article reveals the underlying logic of Xingsheng Youxuan, a leading community group-buying platform in China, which achieved a monthly GMV of 370 million yuan. Through interviews with its founders and analysis by the author, it explores the company's supply chain efficiency revolution, user experience focus, and simple, pragmatic culture, positioning it as a key player in China's third retail pole.
任小东Are Brand Owners and Distributors Suitable for Community E-commerce?
This article discusses whether brand owners and distributors are suitable for community e-commerce, concluding that based on current category composition, it may not be suitable initially, but opportunities exist through the M2C model leveraging private domain traffic. The author introduces the background and logic of the M2C model, contrasting it with public domain marketing challenges.
任小东Traditional Marketing Is Outdated, What Is the 'Formula' for New Marketing?
This article discusses the shift from traditional to new marketing, proposing three key models: traffic pool, connector, and content supply chain, as the new framework for effective marketing in the digital age.
任小东The Anxious Middle-Aged Marketer
At the 2019 New Year Marketing Course organized by New Distribution and Teacher Liu's Forum, many middle-aged marketers felt confused by the new marketing concepts. The confusion stems from differences in language systems, a disconnect between decision-makers and executors, and a shift in marketing's starting point from supply to demand.
任小东Community E-commerce: The Third Pole of Chinese Retail
If offline retail is the first pole and PC internet e-commerce is the second, then community e-commerce new retail, represented by social e-commerce and community e-commerce, is the third pole. Changsha is the storm center of community group buying, with over 200 platforms competing fiercely, and it is often said that taking Changsha means taking the high ground. As of December 2018, according to data jointly released by New Distribution Lab and Magic Cube Cloud Marketing Consulting, more than 2 billion yuan in capital has poured in within just a few months, and nearly 50 community e-commerce platforms nationwide have secured financing.
任小东Where Is the Achilles' Heel of Community Group Buying E-commerce?
After intensive visits with community group buying entrepreneurs, SaaS providers, suppliers, and group leaders, the author shares new insights. The sector has moved from 0 to 0.5, with capital flooding in, but key challenges remain in supply chain, expansion, operations, and profitability.
任小东What Does Marvel's Venom Have to Do with Your Community Marketing? | Community Is a Standard Configuration for Business Operations
Original by Ren Xiaodong | Rubik's Cloud Sales, 2018 Article #6: The Logic of Communities in Cloud Marketing Models. The first principle of community marketing is a symbiotic, mutual-following relationship, not one of exploitation. Community marketing is a standard configuration for business operations, applied across the entire network (heaven, earth, human, and electronic channels).
任小东Major Release | 2018 China FMCG City Distribution Alliance Officially Established!
At the "2018 China FMCG City Distribution Logistics Conference" hosted by New Distribution on October 24, 2018, Mr. Ren Xiaodong, Secretary-General of the FMCG Association and partner of New Distribution, delivered a keynote speech on the "2018 China FMCG Logistics City Distribution Alliance Plan." He shared his seven-year journey in the B2B industry, insights on the future of distribution, and announced the official launch of the China FMCG City Distribution Alliance.
任小东B2B Mid-Game: Big Moves Ahead | China E-Commerce Association FMCG Branch Proposes Establishment of "FMCG Supply Chain City Distribution Alliance"!
FMCG B2B has been developing for five years, but the industry still faces unresolved pain points. To address these, the China E-Commerce Association FMCG Branch proposes establishing a public welfare "FMCG Supply Chain City Distribution Alliance" to connect scattered B2B platforms, dealer-transformed warehousing and distribution platforms, and third-party city distribution companies, enabling national brands to efficiently reach thousands of local warehousing and distribution platforms.
任小东The 'Nine Swords of Solitude' for Digital Transformation of FMCG Brands
Ren Xiaodong believes that FMCG brands currently face the problem of old products not selling and new products not moving, the essence of which is that brands solve problems with a 'grabbing red envelopes' mindset rather than a 'giving red envelopes' mindset. The solution lies in refining existing stock, expanding increment, and redefining product portfolios, while firmly grasping traffic, aggregating multi-channel resources, and achieving the integration of three networks: e-commerce, human, and ground networks. This content is from the speech delivered by Ren Xiaodong, Secretary-General of the E-Commerce Association's FMCG Branch and partner of New Distribution, at the 'Brand Innovation Growth Forum' on the afternoon of the 22nd at the FDIC 2018 China FMCG Digital Innovation Conference.
任小东How to Become a Localized Pinduoduo?
Pinduoduo grew from monthly sales of less than a few million to over ten billion in less than three years. Behind this transformation, Dong Ge identifies three key factors: social traffic diversion, consumption downgrade, and community marketing fission.
任小东Five New Whole-Network Marketing: The Correct Posture for Enterprise Digital Flirtation (Marketing)
New products, new models, new channels, new marketing, and new communication. Brother Dong has recently been conducting whole-network marketing training with many brand companies. In practice, he has found that some enterprises and industry insiders have a one-sided understanding of whole-network marketing and confused logic. Below, he shares his understanding of whole-network marketing. 1. From the evolution of Chinese marketing models, the current model dividend is whole-network marketing. Don't despise it; everyone comes from tradition. Each wave of mainstream marketing operation models has brought marketing dividends to enterprises. Otherwise, how could Liu Run, a celebrity in the 'Dedao' app and former Microsoft strategy director, say that trend dividend is the biggest dividend?
任小东Traditional Marketing Is Dead, All Marketing Elements Are Being Reconstructed, and the Era of Omnichannel Distribution Has Arrived!
The article argues that traditional marketing is dead and that all marketing elements are being reconstructed, leading to the rise of omnichannel distribution. It emphasizes the need for new marketing and sales channel combinations to convert traffic into sales, and announces the arrival of the omnichannel distribution era.
任小东Is There Still Opportunity in FMCG B2B?
By Ren Xiaodong, Vice President of New High Bridge. Is there still opportunity in FMCG B2B? Despite recent setbacks, the sector is still in its infancy, with vast room for growth. Regional platforms have significant opportunities due to market size, policy support, and the resilience of traditional wholesale and convenience store channels.
任小东Why Are So Many Distributors Running Away?!!
A recent article reported another distributor fleeing, sparking widespread lament as such cases have become increasingly common over the past two years. Why? Business is tough! As a 16-year industry veteran, I've summarized several reasons: 1) Manufacturers aggressively push inventory without limits or ethics; 2) Bank credit tightening leaves distributors without funds, a policy issue with no solution, except for those who fall into high-interest loans, leading to ruin; 3) Slow market sell-through, with goods not moving but costs rising, due to consumer diversion and upgrading, rendering traditional channel functions obsolete; 4) Failed transformations, whether to e-commerce, manufacturing, retail, or even cult-like following; 5) Team collapse and mutual destruction, as distributors with smallholder mindsets fail to share profits, accounts, or power; 6) Loss of marketing service and operational capabilities, including deep distribution, freshness management, negotiation skills, and channel integration. However, some have successfully upgraded by leveraging supply chain, category, channel, organizational, warehousing and distribution, community, or e-commerce dividends.
任小东Liu Chunxiong: Changsha's B2B Soil Is Rare Nationwide, and the New Gaoqiao Model Was Already Working Five Years Ago
The full text is about 4,036 words and takes 5 minutes to read. Liu Chunxiong, a renowned marketing expert, visited New Gaoqiao and shared seven key insights, including that Changsha's B2B environment is exceptional, the model was proven five years ago, and the core of FMCG B2B is category or integrated supply chain services for retailers.
任小东