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Articles by 张知智
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Zhang Zhizhi: Reforging the New Growth Engine of the FMCG Industry with Digitalization!
In the past 20 years of growth markets, companies found that doing the basic 4P tricks well could boost sales. But as mature consumption cycles begin, with lower population growth, stagnant consumption, and oversupply, companies must evolve from a crude marketing model focused on scale and quick profits to a customer-centric approach. This involves using digital systems engineering to improve marketing efficiency, enhance marketing cost effectiveness, empower channel partners, and enable precision marketing to reforge the new growth engine for enterprises.
张知智Best Practices for bC Integration in the FMCG Industry!
This article analyzes practical cases of bC integration in the FMCG industry, categorizing them into three types: leading brands that frequently change tech vendors, brands using dual-code association to launch premium new products, and brands like Eastroc Beverage implementing bC integration through a 1-yuan exchange 3.0 model. It also discusses common problems, conditions for successful implementation, and the necessary digital infrastructure, emphasizing the importance of a unified EBC system and a systematic approach.
张知智