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Articles by 刘春雄
Browse 419 New Distribution articles by 刘春雄.
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419 articles · Page 12 of 18
B2B Without Brand Manufacturer Participation Is Not Viable—It's Just a Disruptor!
Liu Chunxiong argues that while B2B in FMCG will succeed, current mainstream models are flawed because they ignore brand manufacturers' interests. He advocates for channel digitalization led by brands and integrated warehousing and distribution, which he sees as the true fruits of B2B's initial efforts.
刘春雄The Core Work of C-End Deep Distribution Is 'Ignition' and 'Sell-Through'
Traditional B-end deep distribution has become counterproductive, as terminal stores now profit from selling traffic rather than goods. The new approach, C-end deep distribution, focuses on creating incremental sales for terminals by igniting regional word-of-mouth and connecting with consumers, thereby shifting power from terminals to brands.
刘春雄Still Talking About the 8-Step Terminal Visit? No, Sales Still Won't Go Up!
The article argues that traditional B-end deep distribution (terminal visits, shelf restocking) is no longer sufficient for sales growth, and proposes a shift to C-end deep distribution, which focuses on consumer engagement and traffic generation. It emphasizes that while B-end work remains necessary, it should be more precise and efficient, with the core work being consumer-side activation.
刘春雄What Era Is It Now, Still Talking About Distribution Rate and Visit Rate?
The article argues that traditional FMCG sales tactics like distribution rate, blind visits, and inventory stocking are outdated in the era of consumption segmentation. It advocates for targeted distribution, precision visits, and sales-driven actions, supported by channel digitalization, as exemplified by successful case studies.
刘春雄Reversing the Channel: Start with Small Retailers and Consumers, Then Recruit Distributors!
A successful food company entered a market dominated by competitors by using a unique marketing strategy: 'reversing the channel.' Instead of selling to wholesalers first, they sold directly to retailers and consumers, generating demand that attracted distributors. This approach helped them achieve a 900% sales increase in one year.
刘春雄Is New Retail a Nightmare for Brand Owners? Yes, Retailers and Brand Owners Are Naturally Hedged
This article warns that new retail models, through vertical integration, user privatization, and C2F logic, may marginalize brand owners by shifting value to retailers or platforms. It argues that while new retail can be a nightmare, brand owners can counter by adopting new marketing strategies to connect directly with consumers.
刘春雄Can New Retail Save a Traditional Manufacturer?
The marketing situation for manufacturers is dire, with few exceptions. Many bosses are unaware of their brand's WeChat Index, and industry conferences are dominated by New Retail topics. However, New Retail alone cannot save manufacturers; they need New Marketing to gain independent traffic and avoid being at the mercy of retail platforms.
刘春雄Liu Chunxiong: Brands focus on 'broadcasting' to reinforce memory; IP emphasizes 'transmission' for social sharing
Liu Chunxiong, a renowned marketing expert, argues that while traditional brand-driven marketing relies on 'broadcasting' to reinforce memory, the new IP-driven approach emphasizes 'transmission'—making people like you so much that they willingly share your message without payment. He explains how leveraging social media and community connections can maximize marketing efficiency in the digital age.
刘春雄Liu Chunxiong: New Marketing, Rebuilding Marketing Driving Force
At the FDIC 2018 China FMCG Digital Innovation Conference, marketing expert Liu Chunxiong shared his insights on new marketing, emphasizing the shift from traditional brand and channel driving forces to IP and community-driven approaches in the internet era.
刘春雄Is the 4P Marketing Mix Outdated?
Liu Chunxiong, a professor at Zhengzhou University and founder of the New Marketing system, argues that the traditional 4P framework should be reimagined as '4P all communication,' where every marketing activity is designed to be communicative. He explains how product, channel, promotion, and price can each be leveraged to generate independent traffic and drive brand growth in the digital age.
刘春雄Can a Niche Product Become a Blockbuster?
This article argues that niche products can indeed become blockbusters, and if they succeed, they are highly likely to become major products. It explains that while mass markets are divided among many competitors, niche markets, driven by strong emotional identification, can be monopolized by a single product, especially when activated through social media and IP.
刘春雄New Marketing: IP-Driven, Products Must Be Tempting!
This article discusses the challenges and opportunities in marketing during the digital age, emphasizing the shift from traditional to new marketing strategies driven by social media and IP. It highlights examples like Jiangxiaobai and Taishan Original Beer, and outlines a four-module framework for implementing new marketing in the baby products industry.
刘春雄Even If It's Niche, It Can Stand at Center Stage
Niche has always existed, and the phenomenon of niche standing at center stage has occurred before, but usually after it became mainstream. Now, niche can directly stand at center stage, thanks to the rise of the middle class and social platforms. In the process, the conflict between niche fans and detractors is amplified, making niche inherently prone to criticism.
刘春雄FMCG Channel 'De-Flattening': An Isolated Case or a New Trend?
The FMCG channel is witnessing a 'de-flattening' phenomenon, where manufacturers reduce internal sales layers and distributors become larger, with 'new provincial agents' or 'new city agents' replacing former 'county agents' or 'small regional agents'. This is a correction after flattening, but unlike the past, these new agents do not appoint sub-agents but set up branches to directly serve terminals, marking a shift from the previous multi-tier distribution model.
刘春雄Four Keywords for New Brand Marketing: Scene, IP, Community, and Communication
Internet traffic is divided into platform traffic and independent traffic. Independent traffic comes from communication, which is the core of new marketing. The four keywords—scene, IP, community, and communication—are essential for creating independent traffic.
刘春雄What Is the Core Function of a Distributor, Really?
Distributors will not disappear as a group, but those with redundant functions will be optimized. The core function of distributors is promotion, not warehousing or distribution, which can be integrated by B2B platforms. Future distributors should focus on their core function and leverage both offline and online relationships.
刘春雄The Biggest Lie in Marketing: Once the Brand Is Established, Products Sell Themselves
The claim that 'once the brand is established, products sell easily' is a myth that serves as an excuse for many. In reality, even big brands struggle to sell, and success often comes from factors beyond branding, such as channel strategy and operational excellence.
刘春雄Traditional 'Brand-Driven' and 'Channel-Driven' Strategies Have All Failed—What Is the True Path to Brand Success?
This article is authorized and sourced from Fanctory Fan Workshop (ID: fensigongchang). In an era where marketing without IP is unthinkable, IP is like a steamship in the Age of Sail or tanks in WWII—not just advanced weapons but a mindset from a higher civilization. Those who master IP will conquer the market. How to build an IP? Let's hear from Liu Chunxiong, the rotating dean of the Fan Research Institute. In the new marketing system, the most critical element is IP.
刘春雄Product-Scene Matching: The New Opportunity in New Marketing!
The article argues that matching products with specific consumption scenarios is the key to new marketing opportunities, using examples like Jiangxiaobai's 'four small scenes' for the new generation, Xiaoguan Tea's convenience scene, and Hubang Chili Sauce's takeout scene, among others.
刘春雄Best-sellers to B2B, new products to distributors—will distributors accept?
After the small B2B boom in the second half of last year, B2B has shifted from verbal disputes to market competition. The so-called small boom was actually a large number of brand owners participating in pilot projects. Piloting means observing, not embracing. The results of observation include Red Bull blocking Lingshoutong, saying B2B disrupts prices and market order, and more extreme views that B2B is a joke. Some platforms say B2B is a trend and those who don't keep up will be eliminated. Don't fight the times. Going further, it's close to 'cutting yourself off from the people.' Extreme and paranoid views are not advisable.
刘春雄What Is the Core Function of a Distributor?
In recent years, I've been asked similar questions: Will distributors disappear? Where is their way out? My conclusion is simple: distributors as a group will not disappear, but redundant ones will be optimized. The future form of distributors will change. In other words, as a group, distributors will not vanish, but as individuals, if they don't transform or fail to transform successfully, they will likely disappear.
刘春雄What We Think of as the Integration of Channels, Terminals, and Communication May Be False...
Success must conform to logic, but what conforms to logic does not necessarily succeed. A new system must first be logically self-consistent, then verified in practice. The logic of new marketing is expressed by the relationship of a set of terms: new marketing, with communication as the source. All 4Ps are communication, everything is communication, and logic arises from this.
刘春雄B2B: The Toughest Battlefield on the Internet!
The future is bright, but the road is winding. This saying fits B2B perfectly. However, the winding road can be torturous. B2B entrepreneurs initially targeted the pain points of retail stores, the weaknesses of channels, and the imagined power of the internet, but almost all of these assumptions failed in B2B practice. The role B2B will play in the future channel landscape may be something B2B startups never imagined. In the early days of B2B, distributors were panicked, but now they are calm. In contrast, B2B platforms still cannot determine which model will become mainstream in the future.
刘春雄Distributors Say 'No' to Big Brands: Manufacturers Are Losing Control
Since 2016, some big brands have had to find new distributors as their original ones quit without notice, a trend that was unimaginable two years ago. This shift signals that manufacturers, especially big brands, are losing their dominance over distributors as sales decline and profits shrink.
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