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Articles by 呵先生
Browse 4 New Distribution articles by 呵先生.
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All Talk About Youthful Branding, Why Do Some Brands Get Cheaper?
In recent years, brand rejuvenation has become a hot topic. There are successful examples like Li Ning and declining ones like Huiyuan. While there are many methodologies, there are few substantive rules. This article discusses why brands need to rejuvenate and how to do it.
呵先生The Decline of Brand Influence: What Else Can You Do Besides Influencer Marketing?
In recent years, many people feel that brand marketing has become increasingly difficult. If you ask them, "What are the main challenges?" a flood of complaints emerges: traditional marketing channels are less effective, finding viral moments is hard, consumer attention is scarce, conversion rates are tough to improve, and expensive endorsements are less impactful. As a result, many marketers have made selling hit products the core of their marketing, often relying on top influencers. However, this approach has pitfalls, and the real solution lies in understanding consumers, who are becoming less sensitive to brands in many categories.
呵先生You Know Big Data, but Do You Really Know Big Data Marketing?
This article discusses the practical application of big data in marketing, highlighting common pitfalls such as data inaccuracy and inductive reasoning fallacies. It proposes an alternative approach: tagging marketing scenarios based on instinct, emotion, and cognition, and tailoring marketing messages accordingly.
呵先生Confused by Consumption Upgrading or Downgrading? This Framework Can Help
This article provides a framework to understand current consumer behavior changes, arguing that the real shift is not simply upgrading or downgrading but a change in perceived intangible value of products, with social status value weakening and other values like experience, social, emotional, and self-cognition rising.
呵先生