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Articles by Keny伟
Browse 10 New Distribution articles by Keny伟.
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10 articles · Page 1 of 1
How Should Brands Cut Prices?
Several founders recently asked whether to cut prices. While price cuts seem like a simple way to boost sales, they often harm the brand and fail to generate profit. The real issue is not price but value: brands must demonstrate their value through content and positioning, not engage in price wars.
Keny伟How Brands Become Unforgettable: Master One Core Principle
This article discusses the importance of a clear brand core in maintaining consistency and making a lasting impression on consumers. It introduces the 'necklace principle' and emphasizes the need for specific positioning, using examples like Southwest Airlines, Heytea, Nayuki, and Bananain to illustrate how a well-defined brand core guides all marketing and operational decisions.
Keny伟Can Online Selling Build a Brand?
The article discusses whether selling products online can build a brand, arguing that brand building involves emotional connection with consumers, and that awareness, reputation, and loyalty are not sequential but form a triangular relationship. It emphasizes that while marketing can boost awareness, true brand strength comes from product quality and emotional engagement, and warns against relying solely on exposure and sales.
Keny伟Deep Dive | Severe Product Homogenization: How Can Emerging Brands Break Through with 4 Strategies?
In red ocean markets, many brands struggle with product homogenization. This article uses the fruit wine industry as an example to discuss how to break through from a strategic level, including category opportunities, brand selling points, differentiation, and value identification.
Keny伟2020-2021: Without Dreams, Why Brands?
This article reviews the challenges and opportunities for new consumer brands in 2020, highlighting the importance of product strength, consumer insight, and strategic marketing. It offers predictions for 2021, emphasizing the need for brands to focus on product quality, user assets, emotional engagement, and emerging channels like Douyin live streaming.
Keny伟2020-2021: Without Dreams, Why Brands?
The article reviews the challenges and opportunities in China's FMCG sector during 2020, highlighting the rise of new consumer brands, the importance of product strength, and strategies for brand building in 2021.
Keny伟Kuaishou Live Streaming: A Practical Guide for Merchants to Sell Goods
This article provides a comprehensive guide for merchants on how to sell products via Kuaishou live streaming, covering team setup, operational strategies, finding带货 anchors, and the current state of the Kuaishou e-commerce ecosystem. It emphasizes the importance of live streaming over content creation for sales, and highlights the effectiveness of '打榜' (ranking battles) as a key traffic acquisition method.
Keny伟Consumer Brand Entrepreneurship Is Not a 100-Meter Sprint, but a Marathon!
This article shares views on brand, product, advertising, learning, channels, and marketing. In the past two years, the consumer goods entrepreneurship boom has continued, with more and more brands emerging. If you are a long-termist, you must consider not only how to run fast but also how to run far. Consumer brand entrepreneurship is not a 100-meter sprint but a marathon.
Keny伟How to Make a Successful Co-branded Product?
Since the RIO cocktail x Liushen floral water co-branded product went viral last year, co-branded products have sprung up across e-commerce. This article explores the types, advantages, pitfalls, and recommendations for successful co-branding.
Keny伟In the Era of Traffic, How to Build Your Private Domain Traffic?
Private domain traffic, a concept originating from Taobao, refers to traffic that is owned by the business, can be reused, is free, and directly reaches users. Each traffic unit is a user, accumulated on platforms like WeChat official accounts, WeChat groups, personal WeChat accounts, Weibo, Xiaohongshu, Toutiao, and Douyin. In contrast, public domain traffic platforms like Baidu, Taobao, and JD.com require payment for traffic, which is becoming increasingly expensive. Building private domain traffic involves strategies such as diverting traffic from public domains, leveraging KOLs, and utilizing platforms like WeChat, Weibo, Douyin, Kuaishou, Xiaohongshu, and Bilibili, with a focus on providing consumer value and fostering trust.
Keny伟