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Articles by 李倩
Browse 6 New Distribution articles by 李倩.
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20 Trends and Heartfelt Suggestions for Brands in 2023
You must be wondering what will happen to companies and individuals in 2023. This is a unique forecast from a brand perspective. Based on past years' reviews, at least 80%-90% of the content has indeed come true. Therefore, the annual 'this article' is here again! Predicting changes in corporate and personal branding at the start of each year has become a habit, and this year is no exception. But this year's forecast is not easy, why?
李倩2023: 3 Changes, 4 Trends, and 3 Suggestions for Consumer Brands
This article shares my views on consumer brand building in 2023, summarizing three changes, four trends, and three suggestions. Before diving in, I urge you to return to first principles and calmly consider the essence of consumption, as we often get lost in tactics and forget the fundamentals.
李倩Why Is It Getting Harder to Sell Food and Beverages?
After entering the food industry, I've felt that selling goods is becoming increasingly difficult, a sentiment shared by many peers. I argue that the food industry is a zero-sum game, where the total stomach capacity of consumers is limited, and the number of sellers, platforms, brands, and service providers has increased, intensifying competition. To succeed, companies must either sell more (brand influence), sell at higher prices (brand pricing power), or sell new products (innovation), all of which require deep consumer insight.
李倩Why Is It Getting Harder to Sell Goods?
Entering the food industry, I have a strong feeling, which I've shared with many peers: why is selling goods getting harder? This question is raised not only by traditional distributors and offline brand friends, but also by those mainly doing e-commerce online. I propose that the food industry, unlike the internet or other high-tech enterprises, is essentially a zero-sum game. In a zero-sum game, if you earn more, others must earn less.
李倩From Channel Power to Brand Power: Beyond Efficiency, Consumers Need Better Products
The 3rd 'FMCG + Internet Conference' hosted by New Distribution was grandly held on November 8-9, 2017 at Chongqing Yuelai International Conference Center, attracting over a thousand distributors, manufacturers, and internet companies from across the country. The following is the speech by Li Qian, founder of Hetun Youqingxu, at the conference, organized for readers.
李倩As Consumption Upgrades, How Should Your Brand Upgrade?
This article addresses three key questions: what brand upgrading is, how to upgrade a brand, and what capabilities need to be trained for brand upgrading. It defines brand from strategic, social effect, and technical levels, then discusses content, channel, and timing upgrades, and finally recommends training in observation, empathy, and curiosity.
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