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Articles by 曹升
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2021 Year-End Summary: 21 Practical Solutions for Business Growth
This article, based on the author's experience with over 200 clients, categorizes them into four types: large head brands, large waist brands, medium head brands, and small emerging brands. It provides tailored growth solutions for each category, addressing challenges such as declining traffic dividends, brand inertia, and market expansion, with practical strategies like virtual IP, internal incubation, and category marketing.
曹升New Trends in Baijiu Marketing: Middle-Aged Consumers Go Left, Young Consumers Go Right
Brand is a private attribute of an enterprise, while category is a public attribute of a group of customers. Category is not a market segment or industry name, but a cognitive resource that reduces decision-making costs through memory. Therefore, the value of category innovation can lead the value of brand building. FMCG is the largest advertising spender in China, and baijiu, with annual sales of 600 billion yuan, is one of the largest single-product markets. Facing the reality that the total sales volume of Chinese baijiu has stagnated, how can performance growth be achieved? Let's look at two strategic growth paths.
曹升