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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 2 of 18
Where is Growth? What is the Lever? What is the Organization? What are the Actions? How to Assess KPIs?
In the era of shrinking volume, structural growth still exists. The key is to shift from mass-market products to segmented (niche) products, leveraging high-energy channels and scenarios, and adopting new organizational structures and KPIs.
刘春雄Scene Marketing Takes the Stage, Taking Over from Deep Distribution
Deep distribution, proposed in 2000, has influenced Chinese marketing for over 20 years but is now ending. Scene marketing, with its single-wheel dual-drive mechanism, is set to take over and rebuild marketing momentum.
刘春雄A Century of Marketing Is Nearing Its End: When Will It Turn the Page?
This article reviews the history of marketing over the past century, identifying four key turning points: the birth of revolutionary media, shifts in marketing orientation, the formation of analytical frameworks, and the maturity of management systems. It argues that with the rise of mobile internet and changes in consumer behavior, the era of user-oriented marketing is ending, and a new paradigm centered on scenarios is emerging.
刘春雄The Wisdom of bC Integration: Advance One Step, Retreat Half a Step
The earliest practitioner of deep distribution was TCL, much earlier than the FMCG industry. After TCL implemented deep distribution, many competitors imitated it, but most lost money due to high costs. TCL later revealed the secret: advance one step, retreat half a step. This means reaching deeper into the channel for sales growth while saving costs by retreating, achieving both volume and profit growth. The same wisdom applies to bC integrated user operations.
刘春雄Liberate Salespeople, Re-arm Salespeople
KPIs were formed during the mature phase of the market. This is not an article sympathizing with salespeople, but a deep dive into how brands and distributors can break free from deep distribution and enter a new growth track. Because it involves new growth models, it may be challenging to read. Liberate salespeople from inappropriate deep distribution KPIs, but re-arm them with better incremental actions to re-enter the growth track. Deep distribution KPIs have become the industry standard and have been effective for 20 years, so there must be a reason. The actions of deep distribution are not complex, but only industry leaders execute them best, primarily due to their strong management capabilities, which have rolled out a simple system nationwide, and the KPI system has been instrumental.
刘春雄After Ye Maozhong, it was Hua & Hua; after Hua & Hua...
In the recent Xibei vs. Luo Yonghao incident, during the traffic frenzy, a large number of "old-timers" like me could only watch helplessly as traffic overwhelmed us. We could only console ourselves with "traffic wins the present, values win the future." Even Hua & Hua, usually behind the scenes, was dragged into the spotlight, and after apologizing, public opinion remained unsettled. The event has passed; let's not rush to judge right or wrong. But the phenomenon of traffic's dimensionality reduction attack and one-sided slaughter has only been seen since the invention of the Maxim gun. Some in the consulting industry ask: if Ye Maozhong were still around, how would he respond?
刘春雄Marketing Is Dead: Marketing Can No Longer Solve Marketing's Problems
During the 7th FMCG Conference in Shanghai, a discussion with brand experts Miao Qingxian, Chen Siting, and Fang Gang highlighted that marketing has been stigmatized and is failing to address its own issues. The article argues that modern marketing theories have hit a ceiling, and the infrastructure of mass production, mass communication, and mass distribution has been deconstructed, calling for a new framework.
刘春雄Scenes Carry Their Own Viral Genes
At the 7th China FMCG Conference held in Shanghai from August 19-21, Professor Liu Chunxiong of Zhengzhou University delivered a keynote speech titled 'Scenes Carry Their Own Viral Genes.' He argued that in the internet era, traditional saturation advertising is no longer effective, and brands must instead leverage user-generated content (UGC) triggered by scenes to achieve viral saturation attacks.
刘春雄Freeing Salespeople from KPI Traps
At the 7th China FMCG Conference hosted by New Distribution, the former chairman of China Resources Beer proposed 'freeing distributors and salespeople,' which resonated deeply. Salespeople are trapped by endless visits and reports, unable to escape KPI constraints. The industry's KPI 'consensus' is actually counterintuitive, as most 'consensus' behaviors are contrary to common sense.
刘春雄Time Is Running Out for Manufacturers
As supermarkets undergo transformation, the traditional supply chain's share in these stores is shrinking to 20-40%, prompting manufacturers to adapt or risk losing their position. The key is to create national blockbuster products and embrace new marketing approaches like user operations and B2b platforms.
刘春雄Scene Experience, Same-City Communication, UGC Ignition: Marketing Has Never Been So Simple and Efficient!
Ankang exploded! "Ankang exploded! It took only one month." On July 16, Teacher Fang Gang reported to me and Tian Dongjian, sales director of Mingren Soda Water, in a group chat. Teacher Fang Gang, an expert in scene marketing, guided Mingren's "Fire Dragon" scene, which refers to hotpot, barbecue, crayfish, and skewers. The strategy, combining local life, same-city communication, and UGC ignition, successfully promoted Mingren Lemon Soda Water in Ankang within a month.
刘春雄Price System Collapsed, Even Dogs Despise It!
In frontline research, distributors and terminal stores complain most about the price system, with top brands unable to find buyers due to price inversion. Why is the price system problem so severe now? White liquor marketing expert Niu Enkun says: policy escalation is poison. Overuse of tiered policies affects the price system. Combined with excessive inventory pressure, it leads to channel dumping, accumulating to a critical point and causing channel collapse. Policy escalation is poison, hitting the nail on the head. Scenario Research Institute Secretary-General Fang Gang says: online communication is fine, but chasing volume online is suicide. Short-term online volume chasing has a greater impact on the price system, even being the last straw for price collapse.
刘春雄The New Business World: The Future Landscape of the FMCG Business Ecosystem
At a critical historical juncture, the FMCG business ecosystem is shifting from brand-led to retailer-led dynamics, driven by the maturity of industrial civilization and the ongoing technological explosion of the information age. This transformation will see retailers with brand genes, a sharp decline in distributor share, and new opportunities for brands to go global.
刘春雄Liu Chunxiong: New Channel Players Align with Retailers—Who Are Brand Owners' Channel Allies?
Business has a stance, and so does business theory. Distributors and deep distribution align with brand owners, while B2b platforms and supply chains align with retailers. Shared stance makes allies. As more channel players side with retailers, who are brand owners' allies? Without allies, how can brand owners operate channels and users?
刘春雄FMCG Channel System Shows Signs of Collapse!
The FMCG channel system is on the brink of collapse. Major brands are finding it increasingly difficult to replace distributors, as many distributors are voluntarily exiting or shrinking operations. The root cause is the loss of new product launch capabilities and over-reliance on channel push, leading to a systemic crisis that requires collective transformation.
刘春雄Why Are Sales Representatives Increasingly Unwelcome?
Sales representatives are increasingly unwelcome in the channel, a norm for both small and large enterprises. This is not due to individual incompetence but because the role itself has become one that only God could perform, as Peter Drucker noted. The issue lies in the job design and the actions required, which have become ineffective in the era of shrinking volumes.
刘春雄B2B Platform Operators: Don't Bleed Out Just Before Victory
The Liberation War lasted 4 years and 10 months, with the People's Liberation Army eliminating 8.07 million enemies. The three major campaigns marked a turning point: before them, 2.64 million were eliminated over 3 years; during the 142 days of the campaigns, 1.54 million; and after, 2.4 million in 11 months. This article draws parallels to B2B platforms, arguing that their real competitors are traditional distributors, and that the strategic opportunity point will arrive when B2B's share reaches around 30%, after which the industry will consolidate into oligopolies.
刘春雄Liu Chunxiong: Dealers Are Dead, the Era Calls for Operators
In the evolution of China's FMCG industry, dealers were pioneers of market expansion and the 'capillaries' connecting brands to retail terminals. However, as market conditions have profoundly changed, this role is undergoing a deep transformation, with dealers transitioning from 'goods movers' to full-chain operators.
刘春雄Scene Emotion: Emotional Value and Ritual Sense
This article discusses the concept of emotional value in marketing, emphasizing that it is about public empathy rather than personal emotions, and explores how brands can leverage this in digital and offline scenarios to create a sense of belonging and drive commercial success.
刘春雄Users Are in the Scene
Users are not abstract entities but are situated within specific scenes, where their needs become concrete 'jobs to be done.' Scenes provide clear tasks, trigger emotions, and unify people, goods, and place, making them the optimal setting for marketing, especially for promoting new brands, products, markets, and high-end offerings.
刘春雄Scene Marketing: Boiling the 'Three Pots'
The article introduces a methodology for scene marketing based on the ancient Chinese wisdom of 'boiling water with limited firewood,' emphasizing the importance of reaching a threshold (认知密度) for success. It outlines three levels of marketing efforts—small, medium, and large pots—corresponding to different scales of market penetration, from small circles (bC integration) to regional and national markets, with strategies for each.
刘春雄bC Integration is the Inevitable Path for Scenario Marketing
Having worked in marketing for over 30 years, I have promoted many marketing concepts. bC integration is the most difficult, while scenario marketing is relatively simple. The difficulty lies in the fact that bC integration is not a liberal arts concept; even now, many traditional marketers still do not know what B, b, and C refer to. However, I promote it with great effort because I know it is the inevitable path for marketing, user operations, and scenario marketing.
刘春雄Is a Scene Slogan Scene Marketing?
The article discusses whether scene slogans constitute scene marketing, arguing that while slogans are part of scene marketing, they are not the whole. It emphasizes the importance of scene cognitive education, the evolution of slogans in different media eras, and the need for consistent communication to achieve critical mass.
刘春雄"Where There Are Scenes, There Is Sales": Brands Need a Scene 'Roadmap' for Sustained Growth
Coca-Cola's sustained growth is attributed to its consistent practice of scene marketing, which involves discovering new consumption scenes. The article introduces a scene marketing roadmap for new brands, comprising four types of scenes: source scenes, lead scenes, mainline scenes, and branch scenes, guiding brands from initial user education to sales expansion.
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