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101 Interview Tips
Interviewing is a complex and time-consuming task that requires careful thought and detailed planning. Whether conducting interviews is an essential part of your job or a temporary assignment, this article provides valuable strategies to help you solve the challenges of selecting talent.
New DistributionMust-Read for Marketers: Shi Yuzhu's Personally Written Brain Platinum (Nao Bai Jin) Marketing Plan: Detailed, Thorough, and Practical
This marketing plan is simple, clear, and straightforward, offering valuable insights for anyone in marketing. It outlines the basic strategy of using 'ambush' tactics to build consumer trust in product efficacy, and details the marketing methods, market launch steps, and foundational work including public relations, training, market research, channel strategy, and terminal management.
史玉柱Seven Bulk Food Display Techniques with Real Photos to Double Sales!
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. 1 Bulk Snacks – A Force to Be Reckoned With Relevant data shows that the market demand for bulk snack foods in China is growing steadily, with the category expanding at a geometric rate, making it a force to be reckoned with in the food industry. In recent years, seizing the development opportunities of bulk snacks, the concept has expanded to include eight categories: jelly, candy, chocolate, bakery, nuts and fried goods, meat products, fruits and vegetables, and soy products.
New DistributionStop Envying Others' Good Jobs and Focus on Your Own
Some people constantly change jobs but their salaries remain the same, always feeling unsatisfied. They blame unreliable bosses, uncooperative colleagues, and low pay, complaining about their bad luck and others' faults, gradually losing themselves in this life frustration. Men fear entering the wrong industry, and women fear marrying the wrong man. Without a marketable skill, how can a man stand firm in the world? What kind of job is suitable? Why do others have good jobs? Once you enter the workplace, do you objectively evaluate yourself, and do you always start by examining your own shortcomings? This article summarizes five types of employees who are 'insulated' from good jobs and offers advice for each.
New Distribution16-Year Marketing Plan: What Key Points Should a Regional Manager's Report Include?
At the start of a new sales year, the most important task for a regional sales manager is to formulate the marketing plan for the coming year. Sales without a plan are blind, leaving sales staff unaware of the company's marketing priorities and growth points, leading to mechanical selling, unstable sales teams, market chaos, and difficulty in evaluating performance. Only with a scientific plan can departments work systematically, clarify sales targets and priorities, improve efficiency, and fully leverage favorable factors to ensure the achievement of marketing tasks.
崔自三Learn to Shift from 'Waiting for Orders' to 'Chasing Orders'
The author recently heard complaints from a famous ham company during a national training tour: some distributors rely on brand pull and remain passive, simply waiting for downstream orders. This article analyzes why this 'waiting for orders' phenomenon exists, its drawbacks, and how distributors can transform into proactive 'order chasers' to gain market initiative and competitive advantage.
崔自三8.5 Billion, Li Yongjun and the Legendary 'Xizhilang'
A giant in the industry that started with 400,000 yuan, a low-key and silent entrepreneur, who built the world's largest jelly kingdom in 22 years of entrepreneurship. Currently, it has established over 40 branches and offices nationwide, with more than 1,000 distributors and tens of thousands of sub-distributors, and its sales scale reached 8.5 billion yuan in 2014. The legendary Xizhilang, upon entering the market, cleverly targeted the children's market. It first built the brand, then marketed, shifting from selling products to selling the brand. However, Xizhilang is somewhat mysterious, with almost no reports about it in newspapers, media, or websites.
神厨老九Suning vs. JD.com: Is Internet Marketing Really Going to Be Shameless to the End?
In recent days, you've likely been bombarded with the marketing copy from Suning and JD.com, with many praising their creative wit. However, this article argues that such marketing tactics, especially the 'cat-and-dog war' between Alibaba and JD.com, have crossed ethical lines, resorting to shameless and vulgar behavior. The piece criticizes both companies for engaging in mudslinging and sensationalism, questioning whether internet marketing has truly descended into a realm of shamelessness.
老纳How Do New Small-Bottle Liquor Brands Operate in the Market?
This article outlines strategies for new small-bottle liquor brands to enter and succeed in regional markets, focusing on market selection, distributor choice, market breakthrough, extension, channel development, core store creation, and terminal maintenance, using Hunan as a key example.
杨叶护Looking Forward to the Spring of Chinese Marketing
There is no doubt that most small and medium-sized enterprises in the real economy are currently in a difficult situation with bleak prospects. It is not that I had any foresight; it was purely out of a sense of inadequacy that I left my consulting work with SMEs, which I had been engaged in for nearly 20 years, five years ago. The reason I gave was quite "harsh": they had fulfilled their historical mission, and the vast majority should have "passed away naturally." Faced with China's explosive consumption growth, the "manufacturing" of SMEs, with its "double low" (low quality, low price), matched the market demand in China for over 20 years. Although after 2010, their manufacturing level made considerable progress, the normalized market demand no longer needed them. That is to say, when they reached their highest level in history, they instead became excess capacity.
金焕民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Five Strategies for Distributors to Build a Marketing Iron Army
The first strategy is to improve systems: small companies rely on the boss, medium companies on management, and large companies on culture. As distributors grow, they must gradually improve their management systems. The second is strict assessment: assessment is key to ensuring the effectiveness of systems, covering goals, content, and results. The third is systematic training: training should become a habit and an investment, with strict evaluation. The fourth is effective incentives: material and spiritual incentives should be based on ability, responsibility, contribution, and work attitude, with sufficient differentiation. The fifth is building a strong corporate culture: culture manages comprehensively, guiding employees from a culture of compliance to a culture of mission, fostering team spirit and entrepreneurship.
New Distribution12-Month Annual Marketing Key Points of a Once-Successful Brewery
This is a distillation of the annual marketing process of a brewery that once had four branch plants and an annual output of over 500,000 tons. For many years, it followed this pattern, with only slight variations in details and emphasis each year, and the overall framework lasted for seven or eight years. It is called 'once successful' for two reasons: first, although these practices were not elegant, were criticized, and were rough and arbitrary, they supported the brewery in becoming a strong regional brand with cross-province plants and operations, meaning they were effective at the time; second, the brewery has long since exited the market, having been acquired at a premium by a first-tier brewery.
刘平Beverages as Gifts: It's Not About Store Penetration, It's About Winning Hearts!
In the future, gift-giving consumption will become a significant strategic opportunity for beverage products, and the era of leveraging gift-giving consumption to drive the market and establish market position is quietly arriving. Under the new competitive landscape, beverage brands will encounter new development opportunities. Facing these opportunities, whether enterprises can seize the chance to build their brands and establish brand discourse power becomes the primary consideration.
刘传飞Weak Regional Markets Need 'Crazy' Marketing Teams
With the support of aircraft and artillery resources, one is air-dropped alone onto a war-torn base, surrounded by ruins and desolation, self-appointed as a 'scout', seeing only the 'old, weak, sick, and disabled' left behind. Marketing personnel responsible for weak markets will surely have such feelings and memories: internal and external troubles, with external clients lacking enthusiasm, low cooperation, poor profitability, slow product movement, no click-through rates, chaotic pricing, and internally a stagnant sales team with scattered morale...
朱朝阳Next Stop: Consumer Marketing Reigns Supreme
Views like "terminal is king" and "channel is king" have been popular in the business world for over a decade. The author, Li Zhengquan, also published related views in publications like Sales and Marketing in the early 2000s, and was even credited with proposing the idea of "channel is king, win at the terminal" by scholars. However, in recent years, the author has begun to argue that channel push is increasingly giving way to the penetration of consumer marketing, signaling a new era where consumer marketing dominates.
李政权22 Refusal Response Scripts for New Product Distribution at Retail Outlets
This article provides 22 scripts for sales representatives to handle retailer objections when introducing new products, covering concerns about demand, shelf space, profit, pricing, and more, with the goal of overcoming resistance and securing orders.
New DistributionInventory and Analysis of Selling Points in the Dairy Product Market
By Yang Guangming of Shanghai Mingtai·Mingguan Dairy Marketing Consulting Co., Ltd. As industries evolve, differentiation in brand pull, product technology, and marketing methods diminishes at the same product positioning level, making the extraction of differentiated selling points a key factor for marketing success. However, how can selling points be scientifically proposed? Are there specific models? For SMEs constantly launching new products, this is a frequent challenge. First, based on some products in the market, inventory their selling points and summarize the main concepts they promote.
New DistributionP&G's Eight Principles and Methods for New Product Launch
In China, on average, two new products are launched every hour, and at least two products exit the market every hour. Whether it's a company with over ten billion in scale or a small workshop starting from scratch, new product launches are always a necessary path for enterprise development. New products carry hope and future, but once they fail, the cost is extremely heavy. According to statistics, in China, the average success rate for new product launches is below 5%, the typical duration of a new product is about nine months, and the average loss per launch is 15 to 50 million RMB...
New DistributionUncovering the Inner Workings of Giants in China's Edible Oil Industry
This article explores the major players in China's edible oil industry, categorizing them into three groups: the 'Five Overlords' (COFCO, Sinograin, Yihai Kerry, Luhua, and Chinatex), the 'Four Foreign Powers' (ADM, Bunge, Cargill, DuPont), and 'Specialists' like Julong (palm oil), Jinhao (tea oil), Dingzhi (sesame oil), and Jiusan (private). It details the operations and market positions of these 'Specialists', highlighting their unique contributions and challenges.
扑克投资家Deep Insight: Internet Plus, and Zhang Zhidong Again
The article draws a parallel between the current debate on whether the Internet is a disruptive force or just a tool and the historical 'Chinese learning as essence, Western learning for practical use' concept proposed by Zhang Zhidong after the Opium Wars. It argues that while popular Internet thinking may be superficial, the shift from industrial civilization to information civilization represents a fundamental change that requires new knowledge systems.
刘春雄How Did Youlemei Lose to Xiangpiaopiao?
Strong Group, a highly respected enterprise, made a professional move in the jelly and seaweed sectors but failed with its Youlemei milk tea project. Xiangpiaopiao, using positioning theory, fought back and solidified its leadership. This article analyzes Strong Group's mistakes, including using the same team for two products, launching bagged milk tea, and lacking a clear positioning.
New DistributionExcellent Managers Use Ordinary People to Train a First-Class Marketing Team
A quote from Mao Zedong Thought provides strategic and tactical guidance: our strategy is to 'fight one against ten,' and our tactics are to 'fight ten against one,' which is one of the fundamental laws for defeating the enemy. This tells enterprises how to divide and concentrate forces when competing for markets, and when to do so, which is the principle for cultivating marketing organizations and teams. From this perspective, it determines what marketing platform and organizational model to build during the process of dividing and concentrating forces. Most enterprises' marketing teams operate as lone wolves, with each salesperson having their own territory, leading to a lack of centralization. Therefore, it is necessary to build a first-class marketing team from two aspects: establishing a marketing support platform and breaking down actions to simplify complexity.
刘文新Should Marketing Work Be Managed by Process or by Results?
A client in the FMCG industry with annual revenue over 100 million yuan and a national sales team of over 300 people has seen sales efficiency decline from 500,000 yuan per capita to 300,000 yuan over the past two years. To reverse the trend, the boss hired managers from large companies. One from a private enterprise suggests managing results with hard targets and rewards/punishments, while another from a multinational suggests managing daily behaviors and activities. The boss is torn. The advice given is to manage results always, but manage process when people or tasks are immature or when results management fails.
宋新宇