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Articles by 赵波
Browse 345 New Distribution articles by 赵波.
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345 articles · Page 6 of 15
Traditional Marketing Is No Longer Effective; Product Strength, Connectivity, and Operational Capability Are the Future!
In recent years, numerous innovative consumer brands have emerged, such as Genki Forest, Zihaiguo, Danyuanliang, Zhongxuegao, Wangbaobao, and Haomaiduo. Unlike traditional brands, they have not followed conventional marketing methods like TV advertising and offline distribution, but instead use new marketing models to quickly gain consumer recognition. The competitive barriers of traditional enterprises, built on the 'three marketing forces' (product, brand, and channel), are disappearing due to excess marketing resources, changing consumer cognition, and improved technology and infrastructure. The article argues that the marketing force triangle must shift from product, channel, and brand to product, connectivity, and operational capability.
赵波Distributors Really Must Change or Die!
Every two years, the industry calls for eliminating middlemen, making distributors the target of criticism. With the rise of B2B, community group buying, and innovative retail models, distributors face increasing pressure and challenges. This article explores the changing role of distributors, the need for transformation, and emerging trends such as B2B resurgence, the rise of 'big distributors,' and urban distribution services.
赵波A Digital Operations System May Matter More Than Digitalization Itself
The article argues that while digital tools like SFA, mini-programs, and one-code-per-item are important, the key is building a comprehensive digital operations system that integrates these tools to connect F2B2b2C, enabling coverage, acquisition, activation, repurchase, and referral. It emphasizes that these tools have limitations and must be adapted to specific contexts, and that product quality remains fundamental.
赵波The Underlying Logic Behind This Wave of Digitalization and New Consumption Has Truly Changed
This year, businesses are finding it increasingly difficult, with most FMCG brands experiencing declining sales volumes despite revenue growth. The core issue is that supply is no longer scarce but severely过剩, and the consumption logic has fundamentally shifted with new demographics, products, and channels emerging.
赵波The Predicament of Distributors with Annual Sales Exceeding 100 Million
Recently, the author visited several large distributors in China and found that despite their scale and adaptability, they face limitations. This article explores these limitations and offers suggestions for transformation, including increasing information sources, seeking external expertise, and empowering younger teams.
赵波Four Capabilities Distributors Need to Develop Quickly in the Current Environment
Regardless of how the model changes, a distributor needs four basic capabilities to do business well: 1. Coverage of local retail outlets, 2. Service capability for market terminals, 3. Consumer marketing capability, and 4. Supply chain management capability. However, these capabilities share a common characteristic: all actions revolve around the 'retail store' scenario, a model of 'goods not moving, people moving.' No matter how many types of channels exist, the distributor's sales model is relatively simple. In summary, it comes down to eight words: outlets, visits, displays, sales promotion, orders, warehousing, logistics, and finance.
赵波How Should Distributors Sell Online Influencer Brands Offline?
Distributors may have noticed that while online influencer brands are emerging rapidly, few major brands have launched successful new products offline in recent years. This article discusses why distributors should consider selling influencer brands, how to find and select them, and strategies for selling them offline while addressing potential challenges.
赵波Why Big Brands Fail Online and Innovative Brands Fail Offline?
This article explores why established brands struggle with online sales due to price conflicts with offline channels, and why innovative online brands fail offline due to the differences between limited and unlimited shelf space.
赵波Traditional Marketing System Has Failed: How Can Brand Owners Reconstruct a New Marketing System?
This article is a speech by Zhao Bo, founder of New Distribution, at the 2021 Huachuang Securities Mid-Year Strategy Meeting's Food & Beverage Forum. It systematically analyzes the past, present, and future transformation trends of FMCG marketing.
赵波Viewing the Changes and Differences in Marketing Today and in the Past from the Perspective of Information Civilization
This article contrasts the industrial and information civilizations, arguing that the latter, driven by the internet, has shifted power to consumers, making traditional marketing theories partially obsolete. It advises brands to focus on digitalization, user relationships, and 24/7 availability to meet new consumer demands.
赵波In-Depth: 10 Theoretical Foundations of New Distribution's Understanding of the Industry and Channels
New Distribution has long provided in-depth interpretations of the FMCG industry and its channels, guided by a set of cognitive models. This article compiles these foundational frameworks, including concepts like customer delivered value, consumer behavior types, three-dimensional space, retail scenarios, consumer sovereignty, infinite shelves, supply surplus, industrial vs. information civilization, and the roles of distributors and wholesalers, to share with readers.
赵波Inquiring into Lidu: The "Four Haves" New Marketing
From March 25-26, 2021, the author led the New Distribution CEO class to Lidu for the third time, following 2019 and 2020. Five days prior, on March 21, Guobao Lidu Wine Sales Co., Ltd. issued a notice halting shipments of its three high-end products: 52% vol Lidu Sorghum 1308, 52% vol Lidu Sorghum 1955, and 50.8% vol Lidu Sorghum 1975. What kind of liquor has seen dozens of price increases since its inception, yet remains in short supply, even reaching the point of a full halt in shipments for its mid-to-high-end products?
赵波Two Keywords for Digital Marketing: Cocktail-Style Channel Mix and Lego-Style User Relationship Co-Creation
Scan the QR code in the image to register. -01- Cocktail-style channel mix: If digital tools are weapons, decision-makers must distinguish between offense and defense, and between key-point breakthroughs and battlefield cleanup. The issue today is not store entry but sell-through, and the core is to provide small stores with a product sell-through solution, not just sell a box of drinks or instant noodles. -02- Lego-style user relationships: Many think traffic means business, but it doesn't; traffic only leads to business if it meets three principles: rigid demand, scarcity, and trust. The problem for brands today is not traffic but retention, and digitalization is the prerequisite for building relationships with users.
赵波Community Group Buying: A Channel FMCG Manufacturers Cannot Ignore
Community group buying has become the hottest trend in the FMCG industry in 2020-2021, yet many manufacturers and distributors are hesitant to engage due to concerns about price chaos, losses, and platform instability. However, New Distribution encourages proactive participation, as failing to act means competitors will seize the opportunity, and the channel is strategically crucial for all major players.
赵波New Distribution: 2021 FMCG Industry Manufacturer and Distributor Trends
As 2021 begins, the FMCG industry is expected to see consumption upgrades, with a focus on sinking markets and emotional consumption. The article provides ten strategic recommendations for brand owners and distributors, emphasizing digitalization, channel reform, and the rise of community group buying.
赵波From the Evolution of Sovereignty to Marketing Opportunities in the Era of Consumer Sovereignty
In China's FMCG industry, the sovereignty of transactions has been evolving: from factory sovereignty to brand sovereignty, then channel sovereignty, and now the consumer sovereignty era has just begun. This article explains why the fourth sovereignty era is only now starting, its logic, relationships, and future trends.
赵波A Cool-Headed Look at Community Group Buying
Community group buying has become extremely hot, even reaching the peak of public discussion. The hotter it gets, the more important it is to think calmly about the logic behind it. Social retail is the third retail scenario of the future, and it will intercept traffic from both physical stores and e-commerce platforms.
赵波“Co-creation with Consumers” Will Become the Most Important Marketing Model for Future Brands
Marketing should be viewed from the perspective of supply and demand. When supply exceeds demand, it leads to demand upgrading and inevitably shifts power to consumers. Today's brand owners need to focus on relationship marketing, scenario matching, and multi-dimensional connections.
赵波Analysis and Strategic Guidance for FMCG Distributors' Business Development
In recent years, many distributors have been trying various transformations, and people often ask the author how distributors should develop in the future. The hidden question behind this is the strategic path selection and anxiety about future development. The author believes that the development of distributors cannot be considered from a single dimension; distributors in different industries, regions, scales, and business environments have different growth paths. This article sorts out the development directions for distributors based on category and capability.
赵波Rethinking Channels
We define a channel as any place where consumers can buy products. In the past, sales channels were about the entire distribution chain from wholesale to retail, with fixed locations and a single distribution model. Today, the internet has transformed the logic of transactions, making channels multidimensional and complex, requiring companies to rethink their approach to cognition, transactions, relationships, and delivery.
赵波Private Domain Is Not Contact, It's Relationship!
The article emphasizes that private domain traffic is not about mere contact but about building relationships with users. It outlines steps to create user value, transform relationships into channels, and maintain long-term engagement through continuous value delivery and community building.
赵波Why Should Products Be Gossiped About to Sell Well?
In today's fragmented and tribalized market, relying solely on brand advertising is insufficient. Research shows 70% of consumers decide to buy based on friends' social media shares. Brands must provide 'social currency'—valuable products, services, or content—that gives users an irresistible reason to recommend, as gossip and sharing are fundamental human behaviors for building trust and relationships.
赵波Why in the Digital Age, a Good Story Beats a Good Ad?
During the 2020 China FMCG Conference, the author argued that in the digital age, brands must create waves, be recommended, and continuously create value for users to rebuild connections. This model, based on user lifecycle management, contrasts with the funnel model of traffic thinking, aiming instead to accumulate loyal fans through sustained engagement and value delivery. The article focuses on the second half of 'creating waves'—the power of good stories—exploring the psychology of curiosity, the formula for compelling narratives, and how brands can craft stories that resonate, reverse expectations, and leave audiences wanting more.
赵波Why 'Making Waves' Is Essential for Brand Communication
During the 2020 China FMCG Conference, the author proposed that in the digital age, brands must 'make waves,' be recommendable, and continuously create value for users to rebuild connections. This model, based on user lifecycle management, emphasizes sustained engagement over fleeting traffic, and the article focuses on the first topic: 'making waves' as a form of communication that creates spectacles, not just PR events.
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