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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 7 of 18
Digitalization Led by Major Distributors
Marketing digitalization involves four main entities: platform-led, retailer-led (new retail), brand-led, and major distributor-led. While platform and retailer-led digitalization have plateaued, 2020 saw significant growth in distributor digital systems, especially for major distributors who can also digitalize small brands. Major distributors must build comprehensive systems including warehousing, B2b ordering, supply chain, and b2C modules to avoid digital silos and achieve full-chain efficiency.
刘春雄In 2021, the Digitalization Model of FMCG Channels Has Basically Taken Shape
In the first half of 2021, the process of channel digitalization has become clearer. The digitalization model for FMCG channels has basically taken shape, with the main route being the digitalization of traditional mainstream channels. The basic model includes channel modularization, full-link connection, full-scenario reach, and BC integrated operation.
刘春雄Brand Channel Digitalization: Start from B-end or C-end?
The endgame determines the direction, and the current state determines the starting point. The distance between the current state and the endgame is the path for future work. The current state of channel digitalization is: 1. Leading FMCG companies have basically connected B2B, i.e., F2B or F2B2b, with the last link being b2C. During research, I found that some leading companies have even connected township second-tier distributors. Of course, this process has not been without resistance from distributors and sales staff. Companies that first connected B2B generally focus on direct-operated terminals. When...
刘春雄From Terminal Interception in the Deep Distribution Era to User Interception in the Digital Era
Terminal interception aims at sales; user interception, besides sales, primarily aims at getting users online. Terminal interception has touchpoints but no connection; user interception means touch equals connection.
刘春雄Digitalization Transforms Marketing Management
Digitalization is transforming marketing management by providing real-time third-party data, visual management tools, and precise work arrangements, which will fundamentally change how sales teams are managed, from traditional 'lone wolf' models to data-driven, flat organizations.
刘春雄The Value of Marketing Digitalization for Brand Owners
Digitalization offers four key values to traditional enterprises: improving efficiency, reducing costs, achieving business breakthroughs, and managing risks. From a channel perspective, digital transformation occurs at three levels: efficiency systems, incremental systems, and new business platforms, each representing different depths of channel reform.
刘春雄After Warehousing and Distribution Are Stripped Away, What Else Can Distributors Do?
As national warehousing and distribution platforms grow rapidly, distributors' warehousing and distribution functions are being stripped away. Distributors must transform into operators, whose core value lies in BC-integrated operations and user reach, which cannot be replaced by large platforms.
刘春雄Jiajia Soy Sauce's New Track + Digital New Play
Scan the QR code in the image to register. A new track means innovative categories; new play means innovative marketing. New play boosts the success of new tracks, while new tracks add creative space for new play. Most successful new tracks are accompanied by a new play.
刘春雄The Truth About Channel Flattening and Disintermediation
To understand China's market and channels, one must first understand China's geography. With 1.4 billion people and nearly 39,000 township-level administrative divisions, China has the world's largest number of retail outlets. Channel flattening and deep distribution have been the two major transformations, but the total number of channel levels (internal and external) remains constant at six, as flattening merely shifts levels from external distributors to internal management. In the digital era, the total levels increase to seven because the endpoint shifts from retail outlets to end consumers.
刘春雄New Marketing 2.0 Guide: Three-Dimensional Space, Three-Dimensional Connection, Dual-Line Deep Distribution, Traffic Interconnection
The environment has changed, and marketing must change accordingly. This article introduces the core concepts of New Marketing 2.0, including three-dimensional space, three-dimensional connection, dual-line deep distribution, and traffic interconnection, providing a framework for brands to integrate offline, community, and online spaces to achieve BC integration and traffic flow.
刘春雄Digitalization Completely Transforms Channel Power
A review of several cases of BC integrated operations reveals that even unknown new brands can move through channels much faster than with deep distribution. The reason is that digitalization reaches C-end consumers, activating B-end channels through C-end resources, creating channel pull. When push and pull are combined in the same channel, the impact far exceeds traditional brand-driven or channel-driven approaches.
刘春雄Disintermediation Is a Pitfall in Channel Digitalization
Disintermediation, or going direct-to-consumer, is a common but flawed approach in marketing digitalization. While it may work for platforms, it cannot support the scale of leading brands, which require a hybrid channel structure with full-chain digitalization and full-scenario reach.
刘春雄Intermediaries Will Always Exist, but Distributors Will Disappear
The article argues that while intermediaries will always exist, the traditional role of distributors is evolving. It outlines how digital transformation is leading to the emergence of four specialized service platforms that will replace the comprehensive functions of traditional distributors.
刘春雄The Future of Sales Representatives: Trapped in Algorithms Like 'Riders', or Squad Leaders 'Calling for Fire Support'?
This article explores the dual nature of the internet for sales representatives in the FMCG industry, using the analogy of food delivery riders constrained by algorithms and the concept of 'squad leader warfare' from Huawei and Feng Lun. It argues that digital marketing transforms the traditional push-based channel model into a pull-based one, empowering frontline salespeople to make decisions and call on backend resources, thus changing their role from mere executors to strategic leaders.
刘春雄Data Analyst: The Decoder of Data
Data analysts are the decoders of data's commercial value. They are scarce and crucial for digital transformation, requiring a blend of business and technical skills. The article outlines the purposes of data analysis, types of analysis, and the essential qualities of a data analyst.
刘春雄The Gods Are at the Frontline
Some people avoid going to the frontline, but the author loves it because that's where opportunities and insights are found. By going to the market, one can discover successful tactics, identify patterns, and develop models that can be widely promoted, ultimately leading to market breakthroughs.
刘春雄Spring Festival Stocking and Sales: Do You Have a Plan B?
With the Spring Festival approaching amid pandemic uncertainties and the government's call to "celebrate the New Year locally," distributors face unpredictable stocking and sales challenges. This article advises a "positive conservatism" approach for stocking (Plan B) and a "conservative positivity" for sales (Plan C), emphasizing the need for backup plans, cloud stores, and rapid response to seize opportunity windows.
刘春雄The Three Realms of Community Marketing
Community marketing that has formed business models can be roughly divided into three realms. The first realm is harvesting marginal groups, which enjoys community dividends but ultimately ruins the community. The second realm is the communalization of community commerce, where warm community connections become a commercial addition. The third realm is enhanced connection and relationship transfer without marketing traces, where communities integrate into mainstream commerce, becoming the router of business and achieving seamless community marketing.
刘春雄There Is No More Public-Domain Traffic
The article argues that true public-domain traffic no longer exists, as all traffic has been commodified and sold. It distinguishes between private, public, and commercial traffic, and suggests that brands should use digital marketing to reach consumers directly, balancing the power of retailers and platforms.
刘春雄Community Marketing: Business Fringe or Mainstream?
Whether communities exist because of social interaction or social interaction is built upon communities determines their value. Whether community commerce is a battlefield or a weapon of mainstream business determines if it remains on the fringe or enters the mainstream. Communities must connect three dimensions to move from small battlefields to big business, and only through relationship transfer can communities connect the world.
刘春雄Three Key Words for Three-Dimensional Connection: KOC, Scenario, Experience
The article discusses the concept of three-dimensional connection in traditional enterprises, emphasizing the pivotal role of KOC (Key Opinion Consumer) as the hub connecting offline, community, and online spaces. It outlines a three-stage connection model (B→KOC→C) and highlights the importance of scenario-based experiences to activate KOCs and achieve high-intensity cognition, ultimately leading to online market saturation through KOC density.
刘春雄"Marketing Digitalization in 10 Lessons" Lesson 10: How the Top Leader Drives Digitalization
The success of big data initiatives hinges on the commitment of the top leader, as emphasized by data expert Che Pinjue. This article explores the nuances of top-led projects, from understanding digitalization to strategic implementation, emphasizing that true leadership involves vision, resource allocation, and persistence through challenges.
刘春雄“Marketing Digitalization 10 Lectures” No. 9: To Be Specific, What Exactly Is Marketing Digitalization Useful For?
This article explains the practical uses of marketing digitalization, emphasizing data transparency in B2B and B2C contexts, and how it enables targeted interventions and user conversion management.
刘春雄“Marketing Digitalization 10 Lectures” No. 8: After De-intermediation and De-branding, Is De-platforming Far Behind?
Brand owners have long suffered under platforms. E-commerce de-intermediates, new manufacturing de-brands, pushing brand owners to a corner. Can brand owners de-platform? Previously unimaginable, now it may be reality. Since 2013, brand owners have faced tough times; sales peaked in 2013, only resuming growth in 2017 through product upgrades. The key is for brand owners to directly reach C-end users and achieve user online presence, using F2B2C digitalization to gain bargaining power against platforms.
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