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Articles by 响马老苗
Browse 16 New Distribution articles by 响马老苗.
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After Nine Years, I Finally Understand 'Mass Entrepreneurship and Innovation'
The 'Mass Entrepreneurship and Innovation' initiative, launched in 2014, was initially dismissed by many, including the author, as unrealistic. However, the recent economic downturn and its impact on employment have highlighted the initiative's crucial role in fostering economic growth and improving labor-capital relations.
响马老苗Consumption Polarization: Market Opportunities and Pitfalls in the Downward-Moving Society
Ma Laomiao's most memorable market observations this year include a mushroom stall in Nanjing that sells only premium mushrooms, generating daily revenues of 6,000-7,000 yuan and even tens of thousands during holidays, and an industry expert's remark that few companies are growing well post-pandemic. This reflects the broader trend of consumption polarization: while mass consumers tighten spending, high-end segments like luxury goods, premium liquor, and high-end cars are booming, driven by the decline of the middle class and the emergence of an M-shaped society.
响马老苗Every Chinese-Style Boss Has a 'Northeast Farmer's Sister' Inside
The 'corn incident' involving East Buy and Xinba has passed, but the behavior of Northeast Farmer's Sister deserves more attention as a typical Chinese commercial phenomenon. The real loss is borne by Northeast Farmer's Sister, which lost a quality channel and trust, highlighting the widespread issue of undervaluing intermediaries.
响马老苗Are Products with More Advertising More Expensive or Cheaper?
This article argues that advertising is not a cost passed on to consumers but an investment that increases market efficiency and scale, leading to lower prices. It debunks the myth that products without advertising are cheaper, explaining that such products often have higher retail prices and poorer sales, and emphasizes that communication and distribution are as vital as product creation.
响马老苗Do You Remember 'New Retail'? It Has Truly Arrived
The author reflects on the rise and fall of the 'New Retail' concept proposed by Jack Ma in 2016, which was widely hyped but often lacked substance. He argues that true New Retail is not about buzzwords but about using technology to serve consumers as professional buyers, and notes that the real opportunity now lies in the early 'climbing phase' of the technology hype cycle, where genuine innovation is quietly taking root.
响马老苗New Consumer Brands: A Revolution or Just Another Mess?
The article discusses the 'new consumption' trend in China, arguing that true new consumer brands must reject consumerism and focus on supply-side innovation, while relying on social consensus and national brand strength to succeed.
响马老苗“Without Platform Middlemen Taking a Cut,” Where Will Our Business Go?
In the past, the slogan “no middlemen taking a cut” was misleading; the real issue is preventing platform operators from taking excessive cuts. As platforms become social infrastructure, the era of “platform thinking” and “traffic thinking” is ending, giving way to a “value era” and “de-platformization.” The biggest problems in China's commercial environment are inefficient intermediate links and the absence of true retail entities, which present opportunities for new types of retailers.
响马老苗What Can Save You from Your 'Digital Anxiety'?
A man meets Death, who says he will take 100 people from the town. The man spreads the warning, but 1000 people die—900 from fear. The article argues that anxiety, not accidents, kills more businesses, and explores the nature of digital anxiety, what digitalization can and cannot do, and how to approach it rationally.
响马老苗Moutai Wins, Young People Lose
Moutai's popularity has fueled a boom in sauce-flavored liquor, but this success may not last as younger generations question the traditional drinking culture and marketing tactics. The article argues that the industry's reliance on 'consumerist discourse hegemony' and the power dynamics of the Chinese drinking table may alienate the next generation of drinkers.
响马老苗How Do You "Get There" at a Shandong Drinking Table If You Don't Drink?
As a native Shandong person who has worked in sales, the author explains the mysterious phenomenon of non-drinkers ending up drunk at Shandong dinner tables. Through a series of psychological tactics and social rituals, Shandong hosts skillfully persuade guests to drink, making them feel respected and welcomed, exemplifying the art of marketing.
响马老苗Why Traffic Products Are Destined to Become Mediocre?
The article argues that products optimized for traffic platforms inevitably become mediocre, while those focused on brand value and customer perceived value can thrive. It contrasts the fates of traditional crosstalk masters like Ma Sanli with modern internet celebrities, illustrating the fundamental conflict between traffic thinking and value thinking.
响马老苗If Polls Are So Unreliable, What Can Marketers Trust?
Despite Biden's victory, polls proved unreliable, prompting a debate on whether market research and data can be trusted. The article argues that data and insight serve different roles: data provides information, while insight interprets it, and they must be used together, with insight leading and data validating.
响马老苗Not Treating People as People, "Private Domain Traffic" Is Destined to Be a Self-Deceiving Illusion
To manage users, one must first treat them as people, not as traffic. The concept of "private domain traffic" is a self-deceiving illusion that violates the basic logic of free commerce, where customers always hold the dominant position in the relationship.
响马老苗Not Treating People as People, "Private Domain Traffic" Is Destined to Be a Self-Deceiving Illusion
Managing customers requires treating them as people, not as traffic. The concept of "private domain traffic" is a self-deceiving illusion that misinterprets customer management, as it is based on a platform-centric mindset rather than a customer-centric one.
响马老苗First-rate companies serve users, second-rate companies make products, third-rate companies chase traffic
Companies that chase traffic cannot outdo those that make products, and those that make products cannot outdo those that serve users. LEGO's turnaround from product-centric to user-centric thinking illustrates this principle, as it shifted focus from fleeting trends to timeless human needs, leading to its resurgence as the world's most profitable toy company.
响马老苗“Buying Traffic Is Death, Not Buying Traffic Is Also Death”: How Did We Fall into the Trap Again?
When faced with the dilemma of choosing between certain death and suicidal action, you are not confronting the real problem. The article argues that the real issue is not traffic, terminals, or advertising, but the lack of genuine market value, product appeal, and brand strength.
响马老苗