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3215 articles · Page 101 of 134
After Reading These 22 Laws of Marketing, All the Mystery and Misconceptions of Marketing Disappear
In 1972, Ries and Trout published a series of articles on 'Positioning Era' in Advertising Age, bringing the term 'positioning' into public view. In 1980, 'Positioning' was published, quickly becoming a marketing 'industry standard' and being hailed as 'the most influential concept in American marketing history.' The two masters jointly launched 'The 22 Immutable Laws of Marketing,' summarizing the essence of positioning theory into 22 simple, clear laws. As the concluding work of their 25-year collaboration, 'The 22 Immutable Laws of Marketing' was published...
华章经管Why Do Consumer Brands Love Sponsoring Variety Shows?
Recently, the variety show "Roast" has become very popular, and traditional consumer brands like Nin Jiom are using new marketing methods through product placement in such shows. This article analyzes why consumer brands are increasingly sponsoring variety shows, citing examples like Six Walnut and JDB, and provides seven reasons and five tips for effective sponsorship.
New DistributionZong Qinghou Reflects on Wahaha's 30-Year Peaks and Setbacks Amid New Transformation
Zong Qinghou, chairman of Wahaha Group, recently discussed the company's future direction in an interview with Xinhua Net, stating that since Wahaha has already grown significantly in the food industry, further expansion would be detrimental to the sector, making diversification necessary. The company is venturing into biotechnology, sensors, and intelligent manufacturing, with Zong acknowledging that while developing a successful food product could yield billions, the effort might not be worth it for just tens of millions, so they are partnering with experts in other fields.
鱼多多Why Do Distributors Hate Big Brands? And Why Do Big Brands Hate Hypermarkets? This Article Explains It All!
Amid the price hike wave at the end of 2016 and the beginning of 2017, big brands, distributors, and hypermarkets are all interconnected. Distributors, especially those of top-tier brands, face increasing pressure, leading some to drop big brands for more profitable emerging ones. Meanwhile, big brands resent hypermarkets due to high fees and changing consumer habits.
New DistributionYoung Heroes, Spare Us Old-Timers! We Really Don't Need 'Edgy and Provocative'
Why do we always face 'ideological intimidation' when we do business operations honestly? With the rise of the 'post-95s market,' what's the right approach? Marketing professionals confused by the young market can take a reassurance pill with Old Miao today.
苗庆显2017 Marketing Solutions: Elite Teams, Channel Adjustments, and Profit Growth!
As the first quarter of 2017 comes to a close, the FMCG market is experiencing sluggish sales, with inventory from the Spring Festival still lingering. Companies are rethinking their marketing strategies, focusing on improving personnel quality, optimizing channel management, and increasing profitability.
童苗强The Rising Post-95s Market Is Punishing Brands That Don't Get 'Playful, Edgy, and Irreverent'
This generation of young people was born into the spotlight. Seniors, you're not wrong—you're just too old. As age anxiety grips everyone, brands that fail to adapt to the post-95s' label-driven social media habits are being left behind. Products must embody 'playful, edgy, and irreverent' qualities to thrive in this new market.
舍予兄What's Wrong with Fujian Crayon Shin-chan? Last Year's Net Loss Reached 600 Million Yuan!!
Recently, Crayon Shin-chan announced an expected net loss of approximately 602 million yuan for last year, compared to a net loss of 338 million yuan in 2015. Total sales during the period were about 893 million yuan, a year-on-year decline of nearly 15%. This is not the first time the company has seen declining performance; since the 'gelatin scandal' in 2014, its results have deteriorated year after year.
New DistributionWhy Does Marketing Also Follow the Principle: 'The Higher the Beauty, the Greater the Responsibility'?
The article discusses how niche markets, like traditional crafts, require attention to 'appearance' (quality and presentation) to thrive, drawing parallels between the need for aesthetic appeal in marketing and the survival of niche products, and criticizing the lack of such focus in Chinese niche marketing.
黄润霖Is the Market Becoming More Rational? An Illusion! Our Greatest Rationality Is Knowing the Market Is Never Rational
The article argues that the market is never rational, only replacing old sensibilities with new ones. It introduces four key concepts for high-EQ marketing: 'you', 'concreteness', 'comparison', and 'unmet needs'.
苗庆显P&G: Why Are Huge Ad Spendings Not Translating into Sales Growth?
As early as August 2016, P&G announced it would reduce its targeted advertising on Facebook due to poor results. Recently, it has pushed for transparency in digital marketing, suspecting that ad effectiveness is compromised by fraudulent practices in channels and media. According to P&G's 2016 financial report, the company spent $7.2 billion on advertising last year, yet this massive investment did not lead to rapid brand sales growth. What are the underlying reasons?
皮特先生Youyou Foods Sold 630 Million Yuan in Pickled Pepper Chicken Feet in One Year—What Makes It So Successful?
On February 21, Youyou Foods released its 2016 annual report, showing revenue of 827 million yuan (up 10.04% year-on-year), with pickled pepper chicken feet contributing 630 million yuan (76.11% of total). Net profit attributable to shareholders was 122 million yuan (up 13.56%). The company attributed growth to increased marketing efforts, new product launches, and e-commerce expansion.
New DistributionA New Brand's Omnichannel Operation Strategy!
Today, brand owners face far more complex channel operation issues than before, with an increasing variety of channels such as distributor wholesale/retail, KA hypermarkets, maternal and infant specialty stores, e-commerce, and WeChat businesses. Each new channel's emergence and differentiation reflects consumers' new choices for shopping and demands for lower comprehensive costs, driving brands to adapt or decline. This article outlines a four-step roadmap for emerging brands: first, community e-commerce operations and minimal experiments; second, leveraging major e-commerce platforms for consolidation and diffusion; third, steady expansion into offline channels; and fourth, managing product lines and lifecycles for sustainable growth.
陆兴元Marketing Will Usher in a New 'Golden Decade'
This article, inspired by marketing expert Lu Changquan's piece on why marketing will embrace another golden decade, argues that China's first golden decade of marketing ran from around 2004 to 2013, driven by rapid demand growth. Now, a new golden decade is emerging, fueled by consumption upgrades, industrial restructuring, and internet-based marketing, with Chinese enterprises poised to benefit.
刘春雄Who Should Manufacturers Sell Premium Products to First?
Most manufacturers have less-than-ideal product structures, with premium products accounting for too small a share, making it hard to sell profitable items. Despite significant investment and channel incentives, premium products often fail due to internal channel resistance. The key is to first 'sell' premium products to frontline sales staff by aligning their understanding and willingness, using targeted strategies.
潘文富Deep Dive: Why Can't Chinese-Style Marketing Go Global?
This article argues that Chinese-style marketing cannot go global due to several misconceptions, including a misunderstanding of marketing as mere promotion, an overemphasis on tactics over strategy, a neglect of management in favor of operations, a one-size-fits-all approach regardless of company size or stage, and treating customers as 'gods' rather than equal partners.
高建华From Sparkling Wine to Flavored Milk: Who Are the Most Eye-Catching New Beverages of 2017?
This article, reposted with permission from Foodaily Daily Food, highlights some of the most innovative new beverage products from around the world in 2017, ranging from sparkling wine to flavored milk.
FoodailyThe Era of Easy Marketing Through Advertising Is Truly Over!
The era when simply running ads could ensure effective communication and easy marketing is coming to an end. In the traditional era, the 'funnel principle' meant that advertising on authoritative media would funnel some audiences into becoming consumers. However, with mobile internet, communication has entered a 'ripple era' where brands must act as their own wave source to influence others through chain reactions.
谭长春At the Start of the Year, How Can New Products Quickly Ignite the Market?
This article analyzes the development bottlenecks faced by FMCG distributors and provides a comprehensive guide on how to successfully launch new products. It covers product selection criteria, market preparation, execution details, and long-term strategies, emphasizing the importance of choosing the right product and adapting to market trends.
朱朝阳Valentine's Day Romance | The Love Stories of Li Ka-shing, Li Kaifu, Robin Li, Jack Ma, Liu Qiangdong, and Pan Shiyi
This article shares the heartwarming love stories of prominent Chinese business leaders, including Li Ka-shing, Li Kaifu, Jack Ma, Robin Li, Liu Qiangdong, Zhou Hongyi, and Pan Shiyi, highlighting how their personal relationships shaped their lives and careers.
New DistributionInside the Planning of a Hot Product That Distributors Embraced During the 2017 Spring Festival
This article reveals the strategic planning behind Xiaoshile Shanzha Shuang, a hawthorn beverage launched by a Henan company, which gained rapid traction among distributors within four months. It details the brand's positioning, market testing, and ambitious goals to become a leading hawthorn drink brand.
牛恩坤 尹鹏震The Most Important Things FMCG Companies Should Do Amid Consumption Upgrades
Since 2014, consumption upgrades have become the hottest topic in the FMCG industry. This article discusses the manifestations of consumption upgrades and suggests that companies should strengthen their products and weaken their brands to adapt to the new consumer landscape.
胡伟（净泊子）2017 Global Brand Value 500 Full List: Only Yili, Moutai, and Yanghe from China's Food & Beverage Sector Make the Cut
Brand Finance, a UK-based brand valuation consultancy, released its 2017 Global 500 list, with Google overtaking Apple for the top spot. Among Chinese food and beverage brands, only Yili, Moutai, and Yanghe made the list, with Moutai ranking 118th and Yanghe 398th.
New DistributionSelling Combs to Monks? How Long Do You Plan to Keep Fooling People?
The article criticizes the popular sales tactic of 'selling combs to monks,' arguing that it is costly, low-return, deceptive, and ultimately unsustainable. It emphasizes the difference between marketing and selling, citing examples like Ma Huateng's failed attempt to sell QQ to Zhang Ruimin, and warns against mistaking sales tricks for true marketing.
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