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Marketing Jargon Compendium (Collector's Edition)
This article is a comprehensive glossary of marketing and retail terminology, covering channels, promotions, product concepts, and market strategies, with detailed definitions and examples.
New Distribution21 Consumer Promotion Tactics! Save Now
Consumer promotions are essential for accelerating product sell-through and driving market success. This article outlines 21 common consumer promotion formats, including free samples, coupons, new media engagement, discounts, buy-one-get-one offers, in-pack prizes, loyalty points, sweepstakes, and more, providing practical examples and implementation tips.
真知社团队Analysis of Basic Characteristics of Chinese Rural Consumer Behavior
Due to various reasons, rural residents, who account for two-thirds of China's population, consume only one-third of the country's consumer goods. In recent years, rising rural incomes and improved consumption environments have warmed up the rural consumer market, attracting domestic and foreign enterprises. However, due to the dual economic structure, rural consumers differ greatly from urban consumers, and urban marketers must understand these differences to succeed.
阳翼The Mystery of Consumer Purchasing
Why do consumers buy your product? This pure theoretical analysis explores the relationship between cognition, demand, and marketing, emphasizing that cognition is the premise of demand, and demand is the origin of marketing. It discusses how to find the biggest demand point from cognition, and how marketing can expand minority needs to majority needs and transform weak needs into strong ones.
陈海超Promotion | A Warm Story of Women: A Wealth Tale About Women
The first innovative product in China for womb warming and waist protection, a national patent product designed for menstrual periods, one a day easily relieves 7 major menstrual discomforts. During the product testing phase in December 2014, it attracted 67,000 consumers; in March 2015, offline terminal recommendation purchase rate reached 26.4%, repurchase rate 44%; in May, it officially appeared at an exhibition, attracting great interest from over 300 domestic and 17 overseas merchants; Shenzhen TV's golden program "First Scene" featured a special report on Xin Gui Mi Warm Menstrual Belt; within just 2 months, 18 provinces and cities across the country signed regional market agency agreements; a warm story about women's "periods" is unfolding...
心闺蜜暖经巾Four Marketing Strategies for Rapid Growth in Mature Markets: Seek Opportunities Around Problems, Deep-Dive into the Market
When salespeople fail to meet targets, they often blame the company. However, every enterprise and market has issues; the mission of marketing personnel is to achieve sales goals despite these problems. Therefore, they must look beyond problems to find opportunities, which are the key to reaching targets. This article outlines four strategies: exploiting competitors' weaknesses, optimizing product mix, expanding channel coverage, and enhancing team management.
New DistributionSeizing the Peak Season Market to Drive Annual Sales
The fourth quarter is undoubtedly a harvest season for food distributors, and the sales peak is the most anticipated time for trading companies, much like farmers longing for autumn. To maximize profits during this period, companies must strategize to boost sales volume. However, success doesn't come without effort; achieving a bountiful peak season requires meticulous preparation and execution across planning, team motivation, credit management, communication, and more.
New DistributionBusiness Is Tough This Year: Consider These Issues Before Taking on New Products
The market environment is more challenging than a few years ago, with declining per-product profits, prompting distributors to constantly introduce new products, yet their survival rate is decreasing. Many distributors fall into a cycle of 'find, lose, find again,' wasting resources. To improve new product survival rates, this article analyzes common issues to consider before introducing new products, such as selecting products based on basic profit models, ensuring sufficient resources, planning exit strategies, and evaluating manufacturers' sample markets.
New DistributionSuccessful People Share One Trait: The Courage to Do Things Others Look Down On
Your success is forced out of you, and people as successful as you share one common trait: the courage to do things others look down on. Managers should understand, "Get the right people on the bus, let them sit in their proper seats, get the wrong people off the bus, and then decide where to drive the bus." Always trust your instincts, don't make investments that don't meet your standards, tailor standards to your own situation, sometimes you'll gain weight, because entrepreneurship and investment have many unpredictables, to boil water to 100 degrees you need to prepare firewood for 150 degrees, investment is like going to battle, to eliminate 10 enemies you need at least 11 bullets, how can you hit the bull's eye every time?
王如昌Eight Distribution Behaviors That Quickly Kill New Products!
In the process of introducing a product to a regional market, the effectiveness of the initial distribution and whether it meets expectations are often key factors determining the product's success or failure. Therefore, studying how to execute distribution efficiently and understanding the techniques and key points are essential. This article shares the criteria for evaluating distribution success or failure, highlighting eight common mistakes that lead to failure and six ideal outcomes.
New DistributionChoosing New Products: Which Cloud Will Bring Rain?
For most distributors, selecting a good product is as difficult as choosing a good son-in-law. With intensifying competition and shorter product life cycles, how to pick a suitable product from a dazzling array has become a challenge. The author shares insights from years of frontline experience.
丁永征A Look at the Most Comprehensive List of Tall, Rich, and Handsome Men, Come and Take Them Away! | Recommendation
The term 'tall, rich, and handsome' originated online to describe those with good looks, wealth, and height. This article explores examples of such individuals across various fields, including sports, entertainment, animation, and even the juice industry, highlighting their success and appeal.
New DistributionTactical Application Analysis for New Products
The FMCG industry is characterized by high volume, fast turnover, broad consumer base, and high homogeneity. Success hinges on forming habitual consumption. In blind brand awareness tests, 75% of consumers can only recall the top three brands, indicating that the top three can dominate the market. For weak brands, the key to launching new products is case management—creating successful case markets, replicating them, and using them to overcome competitive disadvantages.
New DistributionYili's Internet Thinking Lets Consumers Touch 'Intelligent Quality Milk'
On September 8, Yili Group, a global top 10 dairy company, and Baidu, the world's largest Chinese media platform, reached a strategic agreement. As leaders in their respective industries, Baidu and Yili have both driven development and innovation in their marketing fields. The cooperation strategy was announced at Baidu's annual event, the Baidu Conference, aiming to jointly promote the panoramic and intelligent development of the global dairy industry chain with internet thinking. Consumer interaction models will also be fully upgraded, allowing consumers to touch 'intelligent quality milk' through the internet. It is reported that this project and its latest technologies mark Baidu's first and only cooperation with an FMCG and dairy brand.
New DistributionBuild a Model Market! Model Market! Model Market! Important Things Said Three Times!
A model market serves as an example, and the power of example is infinite. In marketing, building a model market and then replicating it as a standard to expand market share is a common method. Since FMCG marketing emphasizes process control and terminal service, which increases management difficulty, the model market approach is particularly effective. Mr. Huang Erpin, based on years of practical experience, explains the construction of model markets in FMCG marketing from five aspects.
New DistributionHugo Chan: Sharing Marketing Insights
Hugo Chan, Managing Partner of WE Digital and author of 'Social Marketing' and 'Marketing for Everyone', shares 21 marketing insights, emphasizing the importance of building relationships with consumers, using social media effectively, and avoiding common pitfalls in social marketing.
陈亮途HugoIsolation Tactics in Marketing: Learn to Grow Mushrooms in Enemy-Occupied Territory
Isolation tactics aim to concentrate superior forces to fight a war of annihilation, with core actions including surprise, isolation, severing nerves, and closing the door to beat the dog, thereby breaking into the market. Once the door is closed, one must be confident of capturing and winning. "Isolation" means closing the door to beat the dog. New markets are hard to crack! Isolation tactics involve concentrating superior resources for distribution and promotion in markets dominated by competitors, isolating their personnel and products from terminals and consumers, then tightening the market pocket in a certain area and time to close the door and beat the dog, achieving a rapid shift in power.
New DistributionTen Tricks of Field Market Research: Each One Effective
The sole purpose of market research is to obtain first-hand, truthful information. While easy to say, it is difficult to do. Industry insiders have all experienced field research: sneaking like thieves, enduring disdain; disguising like spies, racking their brains; being hunted like rats, cowering. Notebooks thrown into drains, cameras confiscated, film exposed in public, and even being invited to police stations for 'talks'—the list goes on. This is the challenge we face.
薛宝峰Salespeople, Why Don't You Earn Respect from Your Clients?
Recently, the author chatted with several frontline salespeople who complained that clients (i.e., distributors) don't respect them, and some even get scolded by clients. Despite being sent by the company to manage clients, they end up being managed by them, making their work difficult, with high pressure, poor performance, and no status or dignity in front of clients, leading some to consider changing jobs. The author believes this phenomenon stems from several reasons: 1) Salespeople's own low business capability, 2) Clients' poor quality and communication skills, 3) Clients' distrust of salespeople and preference for reporting to higher-level managers, 4) Regional managers' failure to delegate authority, and 5) The company's lack of respect for frontline salespeople.
New DistributionSelecting a Marketing Tactic
Teacher Wei Qing will launch the industry's first live video training on the WeChat public platform on September 10. This platform is honored to be one of the first to broadcast. For friends who want to improve their sales skills but cannot spare time for on-site training, don't miss this learning opportunity. Details are at the bottom of this article. After determining marketing objectives, the next step in bottom-up marketing is to select a competitive tactic and develop it into a strategy. Keep several principles in mind when selecting a tactic: 1. ...
New DistributionFirst Case Filed Under New Advertising Law Featuring Chen Baoguo; Personal WeChat Reposts Also Liable
The newly revised Advertising Law of the People's Republic of China, effective from yesterday, has shaken the advertising industry with its strictest-ever penalties. Businesses have been pulling ads overnight and copywriters are scrambling to revise content, as extreme superlatives are banned, prompting some to use phrases like 'so good it violates the advertising law,' which authorities say may also be illegal if used in ads.
New DistributionNissin Japan: Crafting a Bowl of Instant Noodles with Serious Attitude
This article explores Nissin's brand philosophy through its advertising and product strategy, highlighting how the company treats instant noodles as individual entities with unique names and personalities, and uses creative marketing campaigns to convey a message of living passionately.
New DistributionUnderstanding the Difference Between Promotion and Marketing
This article clarifies the distinction between marketing and promotion, emphasizing that promotion is only a short-term stimulative tool within the broader scope of marketing. It advises against using price promotions during off-seasons, suggests focusing on product and brand marketing instead, and recommends leveraging social hotspots to create opportunities.
New DistributionAnalysis of Kerry Oils & Grains' Huge Success in the Chinese Market
Kerry Oils & Grains has achieved remarkable success in China's packaged edible oil market through keen market foresight, correct marketing strategies, and fulfillment of corporate social responsibility. Its flagship brand, Arawana, has held the top position for over a decade, with market share exceeding the sum of the second to tenth brands combined.
New Distribution