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Articles by 肖明超
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FMCG Products Not Selling? It's Not Downgraded Consumption, It's Not Understanding Users
In today's FMCG market, products are abundant, but what's truly lacking are brands that resonate with consumers. The old growth model based on scale, channels, and traffic is fading, replaced by a new competition centered on needs, experiences, and lifestyles. FMCG competition is no longer just about selling products but re-answering 'why consumers choose you.' At the 11th China FMCG Conference on March 18, Xiao Mingchao, founder and CEO of Zhimeng Consulting, shared insights on the new consumption cycle, changes in consumer decision-making, and how FMCG can shift from functional satisfaction to meaning-driven strategies.
肖明超What Changes Have Occurred in the Marketing World in 2020?
In 2020, the pandemic disrupted the marketing rhythm of many brands. However, thanks to China's decisive victory in fighting the epidemic, the Chinese market still showed great vitality, and many companies bucked the trend, seizing opportunities in the crisis to achieve growth. Looking back at 2020, despite the popularity of live-streaming e-commerce and the heated discussions on 'private domain traffic' and 'integration of brand and performance', there is no doubt that all brands are facing the dilemma of the disappearance of traffic dividends. Performance advertising and brand advertising...
肖明超Traffic or Brand: Which Reigns Supreme? A Look at the Nut Battle Among Three Squirrels, Bestore, and Qiaqia
In recent years, with the continuous growth of per capita income and consumption levels in China, the demand for leisure food has been gradually rising, and the market scale has expanded rapidly. Among them, the nut category has become the most prominent segment in the entire leisure food industry. Relevant data shows that China's leisure food industry is developing rapidly, with the market size reaching 500 billion yuan in 2018, and it is expected to maintain a growth rate of 10% in the next five years. Among them, nut and roasted seed foods continue to grow at an annual rate of 15%. Earlier this year, PepsiCo reached an agreement with Haoxiangni to acquire its 'Baicaowei' brand for $705 million, approximately 4.953 billion yuan, which also sparked heated discussions in the nut industry.
肖明超The Decade of Digital Marketing Evolution in China and Future Trends
This article reviews the rapid development of digital marketing in China over the past decade, driven by factors such as user base, behavior, media tools, technology, policies, advertiser awareness, and marketing ecosystem. It outlines the evolution stages from social and video marketing to mobile, programmatic, AI, live streaming, and short video, and highlights seven major trends reshaping the industry, concluding with future directions including 5G, data assetization, and organizational restructuring.
肖明超