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Coca-Cola Has Been Busy Lately! New Product! New Packaging!
Coca-Cola has launched a new weight-loss cola in Japan called Coca-Cola Plus, and has begun a global packaging upgrade under its 'One Brand' strategy, which has now reached China.
New DistributionThe Spring Festival for Marketers: The Poor Don't Celebrate the New Year!
The article argues that the period from the fifth day of the first lunar month to the Lantern Festival is a golden opportunity for salespeople to boost early-year performance, as retailers have cash and empty shelves, and competitors are still on holiday. It describes the hardships of marketing professionals, who often sacrifice family time and face insecurity, and urges them to work hard during the holiday to secure a better future, as they come from humble origins and must strive to avoid passing on their 'humble fate' to their children.
魏庆Controlling Inventory: The Top Priority for Sales Work in 2017
Controlling inventory, or managing shipments to align with actual market consumption, is the top priority for sales work in 2017. It is a method to increase distributor profits without reducing sales, which is essential for other marketing activities to succeed.
刘春雄How Did Coca-Cola Become Such an Influential Brand?
Coca-Cola was invented in 1886 by pharmacist John Pemberton, who accidentally created a drink with coca and cola extracts. After his death, Asa Candler acquired the company and used innovative marketing and franchising to make it a global icon, with the secret formula and the Santa Claus image becoming legendary.
New DistributionPremium Pricing = 'Good Value for Money'? Your Understanding of 'Good Value for Money' Is Wrong!
This article argues that premium pricing, not low pricing, is the key to brand success. It explains that 'good value for money' means lowering the consumer's total cost and increasing total value, not just the price. Through case studies, it shows how high-price strategies can break monopolies and achieve market leadership.
曾祥文Behind 'Premium Milk': How Long Can the Winning Formula Last?
Premium milk satisfies the needs of consumers with higher purchasing power, but from an industry perspective, it is more of a 'transitional product.' The biggest challenge for Chinese dairy companies remains the strong competition from imported milk.
New DistributionThe World Has Changed, Why Haven't You? — Changes in 2017 That Could Impact the Consumer Market
This article discusses various changes in 2017 that could significantly impact the consumer goods market, including the rise of Chinese consumers on the global stage, the formation of a unique market environment in China, the need for Chinese brands to develop their own characteristics, and the rapid increase in labor costs. It emphasizes that companies must adapt to these changes to remain competitive.
老挺Distributors Often Win in Marketing, Lose in Management!
A distributor who once performed well in sales is now struggling due to poor management, despite strong marketing capabilities. The article identifies common management pitfalls such as excessive brand portfolios, lack of competitive brands, poor inventory control, inaccurate records, and loose business tracking, offering practical advice for improvement.
梁胜威Reminder | Six Points of Attention and Ten Taboos for Work WeChat
WeChat has become the most common communication tool in the workplace, but improper use can cause problems, especially in formal and traditional work environments. This article outlines six key points for using work group chats and ten taboos for personal WeChat use in professional settings.
New DistributionHas the Internet Made the 'Human Wave Tactics' Obsolete for Traditional Marketers?
Since its inception, the human wave tactic has been labeled as inefficient and brute-force. Since 2012, companies relying on this tactic for channel refinement and deep distribution have faced declining sales and profits. However, the tactic is not obsolete; it is evolving with internet technology, and the key lies in integrating both approaches.
黄润霖The Truth About WeChat Business Agents: Why Your Friends Keep Doing It Even After Knowing They've Been Scammed...
WeChat business has become synonymous with a new era of self-employment. This article reveals the truth behind the pyramid-like agent model, where products are not sold to consumers but pushed onto downlines, and where dreams of wealth are generated by software tools.
New Distribution30 Years of Reform and Opening-Up: Why Has Chinese Marketing Failed to Establish Itself? How to Break Through?
This article reflects on the 30 years since China's reform and opening-up, arguing that Chinese marketing has failed to mature due to a focus on low-end manufacturing and superficial tactics rather than genuine brand building. It calls for a shift from mass to niche markets, from price to value orientation, and from sales to true marketing, emphasizing the need to master game rules and establish pricing power.
高建华Lehu, Zhanma, Monster: The Undercurrents Reshaping China's Energy Drink Rankings in the Next Three Years
In 2015, China's functional beverage (energy drink) market reached 60.6 billion yuan, up 15.16% year-on-year, with consumption volume of 1.368 billion liters, up 25%, making it the fastest-growing country in sales and second globally. Per capita consumption is only 0.5 kg annually, far below the global average of 7 kg, indicating huge potential. The market is dominated by Red Bull with over 20 billion yuan in sales, while Lehu, Dongpeng, and Tizhi Nengliang compete fiercely.
New DistributionRural Market Marketing Focus Sinking? Finally Someone Explains It Clearly
Rural areas offer vast opportunities. While the industry focuses on supply-side reform and urban marketing innovation, the long-standing issue of marketing focus sinking in rural markets remains unresolved. With rural markets still accounting for half of sales, especially for mid-to-low-end brands, it's crucial to study and solve this challenge.
New DistributionIn Sales, You Must Know These People!
As the saying goes, before 30 you rely on ability; after 30, you rely on connections. In modern society, relationships are crucial in both life and work. Besides your own conditions and efforts, your network can steer your destiny and decide your future at critical moments. Newcomers to the workplace often think that just doing their current job well is enough, but there is much more to learn, especially for those born in the 1980s now entering their 30s, where managing relationships becomes particularly important.
New DistributionServing Every Store, for Every Home - Alibaba Retail Link's First Brand Film Warms Hearts
A sudden thunderstorm at the community entrance makes one wish for an umbrella; a phone call fails due to insufficient balance, wishing a son were nearby; a train station too far, ticket agents hard to find, and unfamiliarity with online tools make buying a ticket home difficult. These small inconveniences, though not life-altering, can be resolved by the neighborhood retail store, which plays a vital role in supporting daily life and community development. Alibaba Retail Link aims to empower these stores through its platform, ensuring they can source quality products and provide essential services, thereby enhancing the well-being of every household.
New DistributionJiangxiaobai CEO: A Good Product Is the Prerequisite for Good Marketing
Recently, some media claimed to have obtained Jiangxiaobai's internal PPT and said it was absolutely high-definition and uncensored. A group of marketing veterans heard about it and immediately mobilized their resources, vowing to get the material. It is said that this PPT was from a speech by Jiangxiaobai CEO Tao Shiquan at the 14th China Marketing Ceremony, themed 'Redefining a Good Product'. It was this essential methodology that led to a significant increase in Jiangxiaobai's online sales in 2016, and at the ceremony, the company was awarded the China Enterprise Marketing Innovation Award (Special Award) - Annual Industry Culture Marketing Innovation Award.
New DistributionWangwang, Qinqin, Wahaha... Why Are Childhood Favorites Slipping into the Mire?
Once beloved childhood snacks like Qinqin, Wangwang, and Wahaha are facing severe crises, with declining revenues and profits. Despite efforts to adapt, these brands struggle to stay relevant in a changing market.
New DistributionMarketing Secrets: 31 Simple Yet Spot-On Insights!
1% of sales are completed over the phone, 2% after the first contact, 3% after the first follow-up, 5% after the second follow-up, 10% after the third follow-up, and 80% after the 4th to 11th follow-up! Follow-up work makes customers remember you, so when they take action, you are the first they think of. The biggest gain in sales is not the commission, promotion, bragging rights, or task completion, but that you have one more person in your life who trusts you.
New DistributionThe Lone Wolf Zhong Shanshan
Zhong Shanshan, a reclusive Zhejiang businessman behind Nongfu Spring and Yangshengtang, is known as the 'lone wolf' for his unique marketing style. From a bricklayer and journalist to a beverage tycoon, he built a billion-dollar empire through bold strategies and relentless innovation.
New DistributionYear-End Insights | Six Key Points for Marketing Professionals on Annual Work Summaries and Next Year's Planning!
As the year draws to a close, salespeople are making final pushes to meet annual targets, with many frontline staff spending over 200 days in the market—this is no exaggeration. It is essential for sales professionals to craft effective annual work summaries and plan for the upcoming year. This article provides a detailed guide on how to do so.
蒋军Special Report | Tang Guangliang: Three Moves to Establish Happy Hui's Position in Hunan's Retail Chain Market
Tang Guangliang, born in the 1980s, is a new-generation member of the 'Hunan food merchants.' He says a company's success has its reasons and methods; I only believe in the team. In 2008, Tang left Bubugao and founded Happy Hui, losing one million yuan within the first three months. After sleeping and thinking at home for three months, he wondered why others made money while he lost. He then interviewed at Vanguard, which sparked an idea: 'I lost a million; if I earn ten thousand a month, that's 120,000 a year without spending, it would take me eight years to break even.'
New DistributionFMCG Marketing: The Era of Channel Prosperity Is Over
Reviewing the history of China's FMCG industry, the most representative aspect is the development of its marketing channels. In less than four decades, countless individuals have grown from novices to elites, from starting from scratch to becoming wealthy, growing alongside the channels. They adhered to the principle of 'position determines action' and fully practiced 'winning at the terminal' and 'the terminal is king.' However, when 2013 arrived, they suddenly realized that the world they knew was no longer what it used to be, and the once-winning strategies were no longer yielding the same results.
陈崖枫The Father of Positioning: Social Media Cannot Save a Weak Brand
If you came from Mars and landed at a marketing conference in the US, you might think marketers talk about nothing but 'TGIF'—Twitter, Google, the Internet, and Facebook. While these revolutionary developments have transformed marketing, they are not a substitute for strategy. Marketing is war, and strategy is more important than tactics. Growth is not strategy; dominating a category is. Brands like DHL, Kmart, and Coca-Cola failed not because of poor use of social media, but because of weak positioning. The key is to be the leader or the opposite of the leader, not to imitate.
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