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Articles by 里斯品类战略
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Five Major Changes in Marketing Since the New Century
Since the new century, two major developments—the internet and the global brand trend—have permanently transformed marketing. This article outlines five revolutionary changes: PR is more important than advertising, category is more important than brand, name is more important than strategy, visuals are more important than words, and multi-brand is more important than single-brand.
里斯品类战略Ries Category Strategy: Why Are FMCG Giants Plunging Off a Cliff?
In 2008, traditional FMCG sectors like daily chemicals, food, and beverages maintained double-digit growth despite the financial crisis, earning the label of essential goods. By 2015, Chinese consumer incomes had tripled from a decade earlier and were expected to keep rising. Yet, a strange phenomenon emerged: once-thriving companies began a collective decline. In the first half of 2016, Master Kong's revenue fell 13.9% year-on-year to 27.99 billion yuan, with net profit down 64.8%. Wahaha's revenue dropped from 72 billion to 49.4 billion yuan, its worst performance in years. Procter & Gamble, a century-old giant, saw global sales fall 12% in Q1 2016, the steepest drop in seven quarters.
里斯品类战略