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Articles by 杨双喜
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Marketing Reflection: Spending Tens of Millions on Consulting Fees, Xiangpiaopiao Beat Its Rivals but Lost to the Times
Xiangpiaopiao, which paid tens of millions in consulting fees, defeated its competitors in the past but now faces growth difficulties. A brand that should have become the absolute king of milk tea should not have blindly followed the consultant's advice to 'occupy the leadership position in cup milk tea,' grabbing a crooked tree while missing the vast forest. This article uses Xiangpiaopiao's rise and subsequent difficulties as a case study to deeply reflect on two major flaws in marketing: 1. There is no eternal mindshare; consumer perceptions, values, and needs evolve with the times. 2. Instead of defeating competitors, it's better to manage demand; companies that focus on rivals may win battles but often lose to the times.
杨双喜90% of Marketers Have Fallen into These 9 Typical Self-Congratulatory Marketing Traps
Many marketers find that despite numerous marketing actions, results are disappointing. This article outlines nine typical symptoms of self-congratulatory marketing, where companies focus on their own perspective rather than the customer's, leading to ineffective campaigns. It emphasizes the need to shift to a customer-centric approach to improve marketing effectiveness.
杨双喜