Articles by 粉丝工场

"Deep Distribution" vs "Deep Fan Marketing": Has the Deep Distribution Theory Become Outdated?

This article is authorized. Source: Deep Fan Marketing (ID: sdfenxiao). At the end of the last century, facing competition from multinational companies like P&G and Coca-Cola, Chinese local companies creatively invented the deep distribution theory. Deep distribution leverages the multi-tiered and fragmented nature of Chinese sales channels to maximize channel penetration and terminal control, using "channel-driven" strategies to counter multinationals' "brand-driven" approaches. With this theoretical weapon, many local Chinese companies not only survived but thrived against multinationals, even becoming industry leaders.