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Articles by 牛恩坤
Browse 10 New Distribution articles by 牛恩坤.
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Advancing Traditional Deep Distribution: Building an Integrated Circle and Channel Relationship
Why build an integrated circle and channel relationship? Because the business environment has changed. Most liquor industry marketing models rely on traditional deep distribution, but now we need to build a circle-based deep distribution model around users, which is the integration of circles and channels, i.e., B2C integrated operations. First, look at traffic: online traffic comes from platform influencers and streamers, often one-time, and its logic cannot be replicated. Offline traffic comes from social relationships, where life and business circles largely overlap.
牛恩坤After Receiving a New Product, How to Quickly Capture the Market?
During the distribution process, distributors follow the principle of speed to win, quickly and effectively getting products to the point of sale to meet consumer demand and achieve zero inventory. This principle is reflected in several aspects: first, focus on major areas and make incremental progress; second, sow widely and cultivate key accounts; third, use small incentives to attract large deals and follow up repeatedly; fourth, combine product bundles for rapid sales; fifth, leverage existing strong brands to support new products; sixth, cooperate with strong local distributors for indirect control; seventh, persist with repeated follow-ups; and eighth, use team-based distribution to create momentum.
牛恩坤Tactical Approaches to Community-Based Dealer Channels
This article discusses tactical approaches to community-based dealer channels, covering three topics: recognizing the commercial value of the era, why channels are becoming community-based, and how to achieve dealer community-based channels. It emphasizes the importance of integrating offline, community, and online spaces, and provides practical methods for dealers to build and manage communities.
牛恩坤Moutai, Jiangxiaobai, Yanghe, and Lidu: Reflecting the Height, Width, Speed, and Depth of the Baijiu Industry
Liu Chunxiong comments on four baijiu brands: Moutai raises the industry's height by breaking price ceilings; Jiangxiaobai broadens its width by attracting new drinkers; Yanghe leads in speed through rapid adaptation and channel management; Lidu explores depth via immersive experiences. These cases show that baijiu marketing is essentially a consumption upgrade driven by relationship chains.
牛恩坤Why I Disapprove of 'Drinking Laobaigan Won't Give You a Headache'
As an industry insider who has long followed Laobaigan's development, I was upset by its new positioning slogan 'Drinking Laobaigan won't give you a headache.' This article criticizes the slogan for being a correct but useless statement that fails to support the brand's high-end positioning, and argues that positioning theory is outdated in the mobile internet era.
牛恩坤How Do Community Marketing Distributors Implement?
Distributors today face three major challenges: the traditional distribution model based on product price differences is becoming increasingly difficult due to information symmetry; brands and consumers are gaining power in the interconnected era; and the application of big data and rapid iteration of internet tools have left traditional-thinking distributors struggling to adapt. This article proposes the concept of community marketing distributors as a solution, emphasizing the need to leverage community and internet tools to build a stable triangle of community, channel, and service platform.
牛恩坤The Catering Channel in the New Era Deserves a Fresh Approach
Once hailed as 'those who win the catering channel win the market' 15 years ago, the catering channel is now fiercely contested by numerous liquor brands. It's time to reassess its value. With changing consumer behavior and the rise of group-buying channels, the catering channel has evolved significantly, and brands must adapt to new dynamics.
牛恩坤Insights from Henan Provincial Subsidiary Food: The Development of 'Major Distributor + Hybrid Model'
In 2016, Henan Provincial Subsidiary Food Company (hereinafter referred to as 'Provincial Subsidiary Food') ranked among the top liquor trading companies in Henan Province with sales of approximately 1.2 billion yuan, ranking first in comprehensive sales. As a representative of major liquor distributors, its development model is highly representative, especially for the new era of 'Major Distributor +'. This article analyzes the three development stages of Provincial Subsidiary Food to provide insights for the transformation of major distributors.
牛恩坤The Philosophy of Blockbuster Products, Distinct from Blockbuster Strategy: Three Laws for Creating Blockbusters
Written by Niu Enkun, Chairman of Liangjian Consulting. The author distinguishes between 'blockbuster products' (爆品) and 'hot items' (爆款), arguing that true blockbusters are not short-term tactical products but require continuous quality improvement, adaptive marketing models, and sustained brand value accumulation. Drawing on the liquor industry's experience, he provides a path for SMEs to break through.
牛恩坤The 62-Character Principle for Rapid Distribution Success!
During the distribution process, dealers who follow the principle of speed-to-win can quickly and effectively get products to the point of sale, meeting consumer demand promptly and achieving zero inventory. This principle is reflected in several aspects, including prioritizing key areas, broad seeding with focused cultivation, using small wins to attract larger deals, and persistent follow-up.
牛恩坤