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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 5 of 18
The Biggest Obstacle to Channel Digitalization: Once Aiming to Eliminate the Middleman, Now Demanding Their Cooperation with Confidence
Liu Chunxiong's digitalization once advocated disintermediation, eliminating middlemen, and no middlemen taking a cut. This was a detour in digitalization that lasted a long time. Now it's clear that middlemen are indispensable, and disintermediation is a wrong move. For top FMCG companies, offline channels account for over 90% of sales. I don't believe that missing 90% of the market can be called a successful digital transformation. The main theme of 2023 is returning to offline, with full-chain channel digitalization, where middlemen must also participate and cooperate. In the past, the goal was to eliminate them, but now we confidently demand their cooperation.
刘春雄Bad Environment? The Bigger the Waves, the More Expensive the Fish!
Success is not about solving problems, but seizing opportunities. This article reviews historical marketing shifts in China and argues that during economic downturns, companies should upgrade products and move closer to consumers rather than cut prices.
刘春雄bC Integration: Is It Primarily 2C or 2b?
In traditional marketing, 2C and 2b are separate, but bC integration merges them. The key insight is that from 0 to 1, focus on 2C; from 1 to 100, focus on 2b. This approach is most effective for launching new or premium products, leveraging relationships to drive cognition, transactions, and stronger relationships.
刘春雄The Direction for Distributors Is Not Becoming Big Players, but Platformization
Before 1998, China had 'big distributors,' but they were eliminated by 'big manufacturers.' Since then, distributor development has trended toward smaller scale, with small regional agency systems. The key is that 'obedience' matters more than scale, and distributors with channel control capabilities can evolve into platform players, which is the future direction.
刘春雄The New FMCG Channel Ecosystem Is Carving Up Your Business
The moment to change the channel ecosystem is coming. The rise of e-commerce has taken about 30% of traffic from traditional channels, and now the combination of premiumization and digitalization is reshaping the traditional channel ecosystem, with dealers needing to transform or be replaced by platforms.
刘春雄Big Brands Become Chicken Ribs: Major Distributors and Major Manufacturers Face the Third Round of Structural Contradictions
Major distributors are abandoning major manufacturers, a surprising phenomenon that is increasingly common. Yuan Lai, a lead writer for New Distribution who has long tracked major distributors, has keenly observed this trend, quoting one major distributor: "There's volume but no profit, so why do it?" This marks the third round of structural contradictions between major manufacturers and major distributors since China's reform and opening up.
刘春雄The Essential Path to Channel Digitalization: bC Integration
At the parallel forum on 'bC Integration' during the 2023 (8th) China FMCG Innovation Conference on April 7, Liu Chunxiong, an expert in channel digitalization, advocate of new marketing, and dean of the Marketing Digitalization Research Institute, attended as a guest speaker. Liu, currently an associate professor at Zhengzhou University, has proposed a new marketing theory system through his works 'New Marketing', 'New Marketing 2.0: From Deep Distribution to Three-Dimensional Linkage', and 'New Marketing 3.0: bC Integrated Digital Transformation'. His theories such as 'All 4Ps are marketing', 'bC integrated operation', and 'three-dimensional linkage' have received widespread attention and recognition in the industry.
刘春雄There Are 'Gods' at the Frontline: Seeking Advice and Needs from the People
In a recent address, Premier Li Qiang emphasized learning from the masses and conducting grassroots research. This article argues that the frontline market is where consumer insights and solutions are found, and it outlines methods for effective market research, including identifying opportunities, discovering patterns, and developing models.
刘春雄New World of FMCG: Launching the High-End Penetration Battle!
Amid widespread talk of consumption downgrading, high-end upgrading is a rare rationality. Hou Xiaohai, chairman of China Resources Snow Breweries, proposed the concept of a "New World" for the industry, which is the most resounding correct voice amid the noise of difficult times. This article recalls a similar experience after the 1998 Asian financial crisis, where structural adjustment drove growth, and argues that high-end trends are often masked by crises, but history's upward trajectory remains unbroken. It outlines the high-end growth timeline and introduces new marketing strategies for the FMCG New World, including 2C organizations, scenario-based terminals, immersive experiences, and bC integration.
刘春雄Light Model: Penetration Tactics for Rapid Nationwide Expansion
This article is a summary of Liu Chunxiong's sharing at the 'Seven Major Communities Study Tour of IPES' on February 17, 2023. Although the content mainly uses the beer and baijiu industries as examples, it also provides reference value for the nationwide penetration of high-end and niche FMCG products. The article introduces the 'light model' and 'penetration warfare' as alternatives to traditional positional warfare, outlining a five-step approach for high-end product promotion.
刘春雄The Rise of White Labels: Awakening of Channel Partners in China's FMCG Sector
The rise of white labels signifies the emergence of channel brand power, a redefinition of manufacturer-channel relationships, and an awakening of channel partners' business consciousness. This trend is driven by both demand-side factors like consumer preference for value-for-money products and supply-side factors such as the shift of commercial profits from manufacturers to channels.
刘春雄New Opportunities for Distributors and Retailers: Going White-Label Instead of Branded
Whoever creates consumer awareness gets the brand premium. Profits come from higher sales volume or higher premiums. When growth peaks, premium capability becomes the core of business. Brand premiums belong to manufacturers (brand owners), while white-label premiums belong to distributors or retailers. Going white-label instead of branded reflects a new game between manufacturers (brand owners) and merchants. Business ideas have positions. 'Going white-label instead of branded' is a business view applicable to distributors and retailers, not manufacturers (brand owners). White-label vs. generic brands: when discussing white-label, some might say it's just generic brands!
刘春雄Terminal as Media: Scenes Build Brands
Scenes include consumption scenes, operation scenes, and transaction scenes (terminal scenes). The core logic of this article: first, terminals create scenes, and scenes create demand; then, scene experience, scene connection, and scene triggering; finally, scenes build brands. Creating scenes around terminals becomes the soul of 'terminal as media.' This article references McLuhan's 'Understanding Media' and Mr. Kong Shou's 'Vivid Copywriting,' with special thanks!
刘春雄Distributors in 2023: Focus on Profit, Not Sales Volume
In 1998, marketing expert Jin Huanmin proposed 'Don't focus on brand, focus on sales volume,' which was well-received. Now, a new viewpoint is proposed: 'Don't focus on sales volume, focus on profit.' With profit, sales volume becomes easier. Sales volume and profit are mutually causal. This article argues that in the current low-growth era, distributors should shift from a sales-volume-centric approach to a profit-centric one, exploring new paths such as high-end products, white-label products, and a 2C organization.
刘春雄Spring Festival Stockpiling Window: Only 20 Days Left, Marketers Are Running Out of Time!
This year's Spring Festival is different. Without decisive measures, it is likely to be a 'regretful' one for marketers—meaning opportunities missed. To avoid regret, we must start with the post-lockdown pandemic evolution: fear, chaos, acceptance, and return to normalcy. After reopening, we face four stages over a critical 100 days. Currently, fear persists and chaos has arrived, yet only 20 days remain for Spring Festival stockpiling.
刘春雄Deep Feature | For New High-End Growth, Build a 2C Organization Skilled in Mobile Warfare
High-end products are either not recognized or fiercely recognized. High-end transformation is not just about the pinnacle of the pyramid. This article discusses the differences from past structural adjustments, the characteristics of high-end price bands, and why a 2C organization is essential for high-end marketing, emphasizing scenario, experience, and integrated marketing communications.
刘春雄Community Group Buying's New Label: Launching New Products, Selling White-label Goods
Community group buying is essentially the monetization of group leaders' relationships. Due to the strong ties between leaders and users, what leaders recommend is what users buy. White-label products offer profit margins, and with quality assurance and recommendations, users accept them. Thus, white-label products with quality guarantees become a natural choice for group buying platforms. Supply chains should leverage this feature to launch new products, and white-label products can also seize this opportunity to grow.
刘春雄“The hardest period is over”: How can China's FMCG restart new growth?
As China moves past the pandemic's toughest phase, the FMCG industry must shift from reactive marketing to a new growth model centered on premiumization. This article argues that traditional scale-based growth is obsolete, and companies must embrace structural growth, new organizational forms, and digital tools to capture the high-end market.
刘春雄The Evolution of Private Domain: From "a Small Dish" to "a Grand Feast"
Private domain 1.0 is direct sales digitalization; private domain 2.0 is chain digitalization; private domain 3.0 is distribution digitalization. Private domain 1.0 is a small dish; private domain 2.0 is a main course; private domain 3.0 is a grand feast. Private domain 1.0 is too small; private domain 2.0 is too narrow; private domain 3.0 is too big and too difficult. Private domain 1.0 suits e-commerce enterprises; private domain 2.0 suits chain retail; private domain 3.0 suits distribution enterprises. Private domain 1.0 has shaped many people's perception of private domain, but it is precisely the pitfall of private domain. Only by jumping out can there be a future.
刘春雄“New Marketing Trilogy” Finale: “New Marketing 3.0: bC Integrated Digital Transformation” Officially Published
The final installment of the “New Marketing Trilogy,” “New Marketing 3.0: bC Integrated Digital Transformation,” has been officially published. The book focuses on digital transformation of traditional distribution channels, proposing a bC integrated model to connect manufacturers, distributors, retailers, and consumers, and providing methodologies and operational frameworks for digital marketing.
刘春雄Guides Must Die for Supermarkets to Live: Witnessing the Demise of Sales Guides
Editor's note: Business opinions have positions. 'Guides must die for supermarkets to live' is no exception. From the manufacturer's perspective, they don't want guides to disappear and don't believe they will, as guides are unilaterally beneficial to them. From the supermarket's perspective, guides are a chronic poison, contributing to their current difficulties. Guides themselves are innocent, but the business model they represent is toxic. The essence of guides is: manufacturers pay various fees, and supermarkets cede the front-of-store stage to manufacturers, at the cost of interfering with consumers' freedom of choice.
刘春雄Can the Spark of Group Buying Start a Prairie Fire?
Interest in community group buying stems from its role as a comprehensive enlightenment for bC integration. Those involved in channel digitalization should pay close attention to community group buying, as its endpoint is the 'new store commerce' that transforms all retail.
刘春雄Can Industries That Missed Deep Distribution Board the Group Buying Supply Chain Revolution?
This article discusses how industries that missed the deep distribution revolution, particularly fresh produce and other non-standard products, can now leverage community group buying platforms to undergo a supply chain revolution. It argues that while standard products have achieved channel revolution through deep distribution, non-standard products require a different approach, starting from the consumer end and tracing back to the source, with group buying platforms playing a pivotal role.
刘春雄Returning Offline: How Can Distributors Seize New Opportunities?
Ten years ago, I spread three sayings about the importance of opportunities. Now, as the industry transitions, strategic opportunities are emerging offline. Distributors should seize new profit models, ally with secondary wholesalers, and adopt bC integration to capture innovation dividends.
刘春雄