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Chinese Marketing Has Been Marginalized by Bosses for Too Long
Marketing has never been a prominent discipline worldwide, and China is no exception. Bosses' attention to marketing began to wane after 2000 and was largely marginalized after 2010. Marketing only becomes important when performance issues arise; otherwise, it is deemed unimportant. For a long time, Chinese marketing has developed inertially along existing tracks, with marketing being just one functional module of the enterprise—a key reason for its marginalization. Internet companies no longer treat marketing as a sub-module because their entire function is marketing, making the boss the de facto 'Chief Marketing Officer.'
刘春雄Within a Day, Dong Mingzhu and Nongfu Spring Both Entangled in Advertising Music Copyright Disputes
On June 23, musician Xiao Ke accused Gree Electric's 'Dong Mingzhu Self-Media' of unauthorized adaptation of his song 'Because of Love' for marketing, demanding 5 million yuan. The same day, indie musician Li Zhi accused Nongfu Spring of using his song without permission in an ad; Nongfu Spring apologized and paid 100,000 yuan in copyright fees the next day.
New DistributionFrom Marketing Novice to Planning Supervisor: Six Abilities to Develop
Marketing novices aspire to become planning supervisors, a role that involves conveying plans, managing advertising budgets, and negotiating with media. This article outlines six essential abilities for a qualified planning supervisor, including market insight, writing, communication, event organization, sales experience, and stress tolerance, with training methods and case studies.
戴鑫2.9 Billion! The Highest-Claim Lawsuit Between Guangyao and JDB Opens in Court
On June 24, the trademark infringement case of Guangyao Group v. JDB Group was heard in first instance at the Guangdong Provincial Higher People's Court. This lawsuit is not only the one with the highest amount in dispute among the multiple lawsuits between the two parties, but also the largest infringement claim in China's intellectual property field—Guangyao is claiming up to 2.9 billion yuan from JDB. Due to disputes over trademarks, red can packaging, and advertising slogans, the two companies have fought more than a dozen lawsuits. This time, Guangyao sued JDB for trademark infringement. On May 7, 2014, Guangyao filed a lawsuit with the Guangdong Provincial Higher People's Court...
New DistributionNew Brand: To Take It or Not? These 8 Points Are Key!
The author recently visited dozens of distributors and found the discussions enlightening. One topic was whether to take on new brands. Distributors take on new brands due to the needs of retail outlets, consumers, and their own development. The article outlines an 8-point framework for evaluating new brands, including the manufacturer's boss, product quality, category complementarity, brand positioning, manufacturer policies, sell-through plans, model markets, and the quality of the manufacturer's sales staff.
晁伟Yihaodian's Tmall Flagship Store Closed: Why Is JD.com Integrating So Quickly?
According to Lianshang.com, just three days after JD.com acquired Yihaodian, the integration has already led to major changes. On June 24, the Tmall flagship store of Yihaodian disappeared, indicating the rapid pace of the deal. Analyst Yun Yangzi believes the key is the supply chain cooperation between JD.com and Walmart, with Walmart's physical stores integrating with JD Daojia and using the Dada logistics platform, which may also involve restrictions on Walmart China's e-commerce operations.
云阳子Traditional Economy: What Exactly Is Wrong with Chinese Enterprises?
The difficulties facing Chinese enterprises today would have arrived on schedule even without the impact of the new economy. The Internet is not the cause of Chinese enterprises' problems; rather, it is an opportunity to solve them.
金焕民Consumers Beyond Comprehension: The Rise of the Middle Class and the Post-90s and Post-00s Generations
The frozen food industry is not short of new products, from colorful mini tangyuan to frozen cheesecakes and Disney-themed zongzi. However, the consumer environment has changed with the growth of the upper middle class, the rise of the post-90s and post-00s generations, and shifts in O2O consumption behavior. High quality, healthy eating, personalization, fragmentation, and the pursuit of happiness and experience have become the new consumption labels of the 'food' era.
张倩Besides Being 'Too Impatient,' What Did Evergrande Spring Water Do Wrong?
Criticizing Evergrande Spring Water has become trendy, but few critiques are convincing. The real mistake was overestimating the mid-to-high-end market size and moving too aggressively, disrupting the natural pace of market development.
刘春雄Don't Obsess Over the Wind: It's Just a Myth!
Lei Jun, founder of Xiaomi, famously said, 'With the right wind, even a pig can fly.' However, in today's challenging economic climate, many businesses are tempted to chase trends, but true success comes from building a solid foundation and focusing on core strengths, not just riding the wind.
朱朝阳The Hardest Year: 99% of Products That Rushed In Have Disappeared. What Products Are Still Thriving?
Chinese people tend to rush into things, and innovation is a rare word. At this year's Spring Sugar Fair, history repeated itself with identical products filling every booth. Now in late June, the tide of new products has receded, and the market has calmed down. Most low-quality products without brand philosophy, core competitiveness, or only cute packaging have disappeared! In retrospect, healthy, distinctive, and marketable products continue to grow strongly. The first DHA brain-gold drink in China, 'Shanlong', is one such product.
New DistributionSeven Golden Display Techniques for Bulk Snack Foods, with Real Photo Demonstrations!
In recent years, as consumer habits become more diverse and casual, bulk snack foods have become a new favorite in daily consumption. More companies are focusing on the comprehensive benefits of bulk snacks and are increasing their efforts, even elevating them to a strategic level. Bulk snacks are an undeniable core force in the food industry, with market demand growing continuously and category scale expanding at a geometric rate.
New DistributionWhat Can Save You, Degenerate Chinese-Style Marketing?
In recent years, due to transformation, I have been less involved in traditional marketing. Recently, I returned to frontline marketing and was deeply disappointed. Overall, Chinese marketing has made little progress since 2010. At best, it's stagnant; at worst, it's regressed or even degenerated. This is not a denial of individual marketers but a judgment on the whole. This corresponds to the current situation of declining sales and weak new product launches, and there is a causal relationship. Chinese marketing is now at a loss: facing both internet impact and sales ceiling pressure, it basically cannot find effective solutions.
刘春雄The Money-Making Thinking Behind a Single Youtiao: Huge Value!
An elderly man selling youtiao at one yuan each was struggling to make a profit. A marketing expert advised him to use premium peanut oil, raise the price to three yuan, and display the used oil barrels outside his shop to prove the quality. The strategy succeeded, boosting his daily profit to 500-700 yuan.
New DistributionNongfu Spring Has Been Selling Well for 20 Years Without Decline—What's Its Marketing Strategy?
Nongfu Spring, which has been deeply cultivating the domestic market for 20 years, has occasionally deviated from conventional advertising tactics in recent years. This article explores the unique advertising strategies that many competitors find hard to replicate, including emotional storytelling, interactive ads, distinctive packaging, and product placement in popular variety shows.
New DistributionNew Scam! Don't Click on This Kind of Red Packet—Many Have Been Tricked
Recently, a red packet called "WeChat Joy Party" has appeared in WeChat Moments, looking identical to normal WeChat red packets. Clicking on it allows users to "claim" a high-value red packet, but recipients must forward it multiple times before the money can be credited. During the Dragon Boat Festival, Ms. Wang saw a classmate share such a link in her primary school group. She clicked and saw 96.68 yuan, but after forwarding it as required, she never received the money.
New DistributionAdvertising, Promotions, Price Cuts All Fail... How Should Weak Brands Operate in the Market?
For an enterprise, especially an FMCG company, the most headache-inducing issue in the early stages of product manufacturing is the product itself. Once the company gets past this period, it is often troubled by brand issues, such as weak consumer recognition and insufficient market pull. As a weak brand, how can it resolve these brand-related troubles? (1) Invest heavily in advertising. There is a famous saying in the advertising world: 'Without advertising, you wait to die; with advertising, you court death.' Weak brands typically lack sufficient funds, making heavy advertising investment unlikely, especially in today's increasingly cluttered advertising environment.
方刚Sales Not Improving? Look Beyond Symptoms to Root Causes
When all work is done but sales do not improve, the cause must lie in the work itself. To boost sales, focus on five key aspects: correct direction, thorough execution, proper timing, systematic approach, and sustained effort.
杨永华How Do Top Brands Cultivate Township Markets?
When we walk on country roads wearing Baleno and carrying LV bags, or sweat in the fields in Adidas T-shirts and Nike shoes, it would be a shocking sight. A famous brand is inherently a brand, which seems basic common sense, but this is precisely the obstacle for famous brands going to the countryside: because they are famous brands. In rural areas, we believe in the power of brands, but brands are not necessarily the only force. For example, in rural markets, Tsingtao Beer may not sell more than 'Qingniao Beer' (a counterfeit), because rural consumers have limited information and education, making cheap counterfeits attractive. However, on a deeper level, we might wonder: why do famous brands lose to copycats, like regular armies failing to eliminate bandits? Is it because the regular army is incompetent or the bandits are too cunning?
方刚Annual Sales of 3.1 Billion: Lai Yifen Turns a Small Category into a Big Brand! President Yu Ruifen Talks About Two Crises for the First Time
Lai Yifen, born 17 years ago from a humble nut shop, has grown into a chain brand with about 2,300 sales outlets, annual sales exceeding 3.1 billion yuan, and cumulative consumption of over 450 million person-times. It is now a leader in leisure snack chain stores. Among top leisure snack food companies, Lai Yifen is the only one that has not introduced large-scale venture capital or burned money on e-commerce. Facing fierce competition, Lai Yifen insists on its own path. Curious about its development model, we interviewed President Yu Ruifen.
顾鑫、司玉佩How First-Tier Brands Defend Against Second- and Third-Tier Brands Eroding Their Market Share
This article is excerpted from Mr. Fang Gang's book "FMCG Veterans All Do This: Regional Manager Playbook." It discusses how base markets, characterized by high distribution and share, can be undermined by terminal blind spots and blind zones, and provides six strategies for defense, including process management, information flow, channel barriers, and competitive suppression.
方刚The Story of Three Bottled Waters: Evergrande's Arrogance, Nongfu Spring's Sentiment, and Evian's High-Class Appeal
Water is the source of life, and products based on it have enduring popularity. Among them, the purest is mineral water, with hundreds of brands competing. Success has its advantages, and failure has its reasons. The stories of three bottled waters are typical and worth pondering.
有机农业者2016 New Beverage Products: Who Are the Top 11 Breaking Through 400 Competitors?
This summer, over 450 new beverages hit the market. TopMarketing's annual ranking evaluates them on brand name, taste, packaging, and marketing. The top 11 include Tea π, Hong Cha Jun, Ji Huo π, Bao Qu Zhu, and others, with scores reflecting their market potential and promotional strategies.
TOP君How Can Second- and Third-Tier Products Defeat First-Tier Brands Through Channels?
This article is excerpted from Mr. Fang Gang's book "FMCG Veterans All Do This: Regional Manager Playbook." When financial resources, brand, and management are inferior, achieving "overwhelming victory under overwhelming conditions" is only a pipe dream for second- and third-tier brands. Facing attacks from national big brands, almost all second- and third-tier enterprises are troubled by this issue. In fact, the market for second- and third-tier brands is not large, but there are many unhealthy markets and practices.
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