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Articles by 杨江涛
Browse 3 New Distribution articles by 杨江涛.
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How Should Brand Operating Models Adapt in the Internet Era?
This article discusses how brand operating models should adapt in the internet era, arguing that traditional marketing's three-dimensional structure (product, advertising, distribution) has collapsed into a one-dimensional focus on consumer experience. It suggests that brands should prioritize creating exceptional experiences and leveraging word-of-mouth, while also exploring new models like micro-commerce and supporting individual entrepreneurs.
杨江涛In the Internet Era: Where Do Squeezed Distributors Go?
The mainstream trend of business development in the Internet era starts with 'subtraction,' which means removing transaction costs. In the pre-Internet era, companies couldn't directly transact with customers, making a pyramid-shaped distributor network necessary for minimal transaction costs. With the Internet, companies can directly connect with millions of consumers, bypassing distributors and terminals, as seen with Tmall stores. This article discusses how distributors are being squeezed from both manufacturers and terminals, and suggests that distributors must adapt by innovating, integrating resources, and possibly becoming 'prosumers' themselves, as the traditional distributor role is destined to disappear.
杨江涛Micro-Marketing: Who Are the Fools? Who Are the Dinosaurs?
This article explores the challenges and misconceptions of micro-marketing on WeChat, comparing it to navigating a series of dark rooms. It criticizes self-proclaimed marketing gurus who profit from naive followers, and discusses the differences between e-commerce platforms like Taobao and WeChat's social approach.
杨江涛