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Articles by 李靖
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Will There Be Another $10 Billion Consumer Company in the Next Five Years?
The author, a consumer industry researcher, questions whether China's consumer sector will produce new $10 billion companies in the next five years, arguing that traditional brand-building models are hitting ceilings. He proposes that future successful consumer companies will need to adopt new dimensions such as planning, optimized distribution, consulting, and user relationships to build sustainable moats.
李靖E-commerce Retail: Online or Offline? Urgent, Waiting Online.
After the Singles' Day shopping frenzy, the retail industry is once again pondering the classic question: should businesses go online or offline? This article argues that the key lies in understanding how consumers complete their purchasing process, breaking it down into five stages—need generation, search, evaluation, purchase, and service—and analyzing the advantages of online versus offline in each stage.
李靖【Li Jiao Shou】People in Marketing May Not Know What a "Market" Really Is
Many people in marketing departments are busy promoting activities, chasing trends, and even making calendars, but they forget to truly understand the most basic definition of marketing: what constitutes a market. Sometimes, major oversights stem from an insufficient understanding of fundamental principles. A market is not just a group of people or a product category; it is a group of consumers who use similar products to satisfy similar needs and who reference each other's opinions when making purchase decisions.
李靖