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Luo Yonghao's Job Application Letter from Years Ago: Being Awesome Is a Habit
Lao Luo, who always talks about ideals, has faced many setbacks and failures in his career, drifting between career changes, yet this did not stop him from becoming an excellent teacher and entrepreneur. Here is his job application letter, shared for those who are hesitating.
New DistributionA Conscientious Enterprise Rescues the Market: Master Kong Takes a Stake in Wanglaoji
Master Kong is about to take a stake in Wanglaoji, which is good news for both parties. Why Master Kong? Why is Wanglaoji selling now? What changes will the beverage market see? Is this a conspiracy or an open scheme? Listen to Laona's analysis.
老纳Liby: What Makes It Stand Out?
In 1997, a humorous ad featuring Chen Peisi promising to buy 'non-hand-hurting Liby dishwashing liquid' for his wife made Liby a household name across China, marking the brand's early success with平民化 positioning and product differentiation. Today, Liby's achievements, including top market share in dishwashing liquid and second in laundry powder, stem from strategic market entry, robust channel management, and timely marketing campaigns.
林岳Six Sales Taboos: Most Managers Will Fall Victim to Them
To excel in sales, one must first excel in sales management. Many companies' poor sales performance—such as sluggish product sales, piles of accounts receivable, unmotivated salespeople, and high sales expenses—is not due to incorrect sales strategies or lack of effort from salespeople, but rather to inadequate sales management. One of the biggest taboos is having no sales plan.
王荣耀Why Did Northeast Big Board Become Popular?
Nostalgia marketing has been tried by many old brands across China, but most have achieved only lukewarm results. Northeast Big Board, however, succeeded by pricing boldly, building strong relationships with small retailers, and adopting a broad strategic vision, turning nostalgia into a massive market opportunity.
路胜贞From "Terminal Interception" to "Ultimate Interception"
In traditional marketing, managers focus on the 4Ps, but often neglect the fierce competition at the point of sale. This article provides six strategies for countering terminal interception by competitors, including public opinion, packaging, atmosphere, psychological, selling point, and destructive interceptions, along with defensive tactics and post-repair evaluation methods.
张双Master Kong's H1 Financial Report Shows Double Decline; If It Still Relies on Copycat Follow-up Strategy, It Will Become a Second-Tier Brand Within Three Years!
On August 24, Master Kong released its H1 financial report, which still failed to reverse the downturn. In H1, Master Kong's revenue fell 11.52% year-on-year, and net profit for the first six months dropped 18.9% year-on-year. Among them, instant noodle revenue declined 11.88% year-on-year, beverage business fell 33.22%, and convenience food business declined 25.41%. The company attributed the decline to China's economy entering a 'new normal' with slower growth, with GDP growing 7.0% year-on-year, the lowest in six years, and consumers becoming more conservative.
赵波Is Changbai Mountain Not the Best Water Source? Who Did Consumer Report Target This Time?
In July 2015, Consumer Report tested 10 brands of natural mineral water and 2 natural waters, evaluating them through multiple physicochemical indicators, with surprising results. The article discusses the N1 index, taste index, and sodium content of various waters, highlighting that Changbai Mountain water is not significantly better than others, and that some waters marketed for infants may not be suitable.
New DistributionDistributors: Marketing Yourself Matters More Than Marketing Your Products
Some distributors refuse interviews and fear others learning from their success, which reflects a narrow-minded attitude and a closed mindset. In reality, a distributor who cannot embrace others (such as competitors) or effectively showcase their value is unlikely to grow strong. Marketing yourself is more important than marketing your products.
New DistributionHigh-End Battle: Triggering a Shakeup in the Instant Noodle Industry
As the instant noodle market shifts toward high-end products, local and foreign brands are gaining momentum. With new product offensives and the repositioning of established brands like Uni-President, the old market structure where Master Kong holds half the market and Uni-President, Jinmailang, and Baixiang compete for second place may be disrupted, leading to new rankings among instant noodle companies.
钱瑜 ,郭秀娟One Month to Mid-Autumn Festival: The Most Complete Practical Preparation Guide for Terminal Store Promotions
How to execute promotions effectively? There is abundant discussion on this topic in marketing theory books and forums, but most focus on theory and creative planning, with little attention to detailed execution. This article, from the perspective of a mobile phone store manager, provides a practical reference for promotion execution, covering key principles, purposes, classifications, processes, planning, budgeting, and preparation items.
艾建军Six Weapons for New Product Sell-Through at Retail
Many companies face a common dilemma: after successfully recruiting distributors and stocking shelves with a new product, they expect smooth sales, only to find that the product stalls at the retail level. This article discusses six effective in-store promotional tactics—free samples, market merchandising, personal selling, sweepstakes, price discounts, and premiums—to accelerate sell-through and ensure market success.
张文雄Classic Insights from Marketing Masters
This article compiles classic quotes and insights from marketing professionals, covering topics such as sales management, manufacturer-distributor relationships, advertising, and business philosophy.
王荣耀Mid-Year Review of the 2015 'Beverage Year': What Changes Have Occurred in the Beverage Market?
2014 was widely regarded as a 'small year' for the beverage industry, with giants like Wahaha and Master Kong, as well as small and medium enterprises, reporting declining performance. However, Mizone achieved enviable results with its light beverages, reaching 8 billion yuan in sales in 2014, setting the stage for a major convergence of light beverages in 2015 as Suntory, Wahaha, Uni-President, Coca-Cola, Pepsi, and Evergrande launched their own versions, igniting a light beverage war.
New DistributionIf the Marketing Department Fails to Do These Four Things Well in Activities, Don't Blame the Sales Department for Constant Criticism
As the leading department for corporate activities, the marketing department bears an unshirkable responsibility. However, when problems arise, the marketing department is often the first to be blamed. A marketing department that fails to perform well in activities cannot be simply dismissed as not trying hard enough; the most important reason may be that it hasn't recognized its own mispositioning, which can have immeasurable consequences for corporate activities. 1. Research: Know yourself and your enemy, and you will be confident. Research to obtain first-hand market information is a daily task for the marketing department, but...
易云龙Comparing Old Village Chief and Jing Jiu: Similarities and Differences
Old Village Chief, a low-end baijiu product, and Jing Jiu, a health wine brand, seem incomparable at first glance, but a dialectical view reveals many similarities and differences worth exploring. This article aims to find what these two brands have in common and where they differ, offering insights for the sluggish baijiu market by examining how these 'small brands' achieved remarkable market scale and sales.
New DistributionAfter Years in Marketing, Still Don't Know What the Marketing Thinking System Model Is?
The term 'heartfelt' is frequently mentioned lately, and some colleagues criticized as not being heartfelt are puzzled why their seriousness is still seen as insincere. This relates not only to attitude but also to thinking—you might lack a marketing thinking system. The marketing thinking system determines and runs through a marketer's entire career, so every marketer should understand and learn it. What exactly is the marketing thinking system model?
波旬Salespeople, Do You Have a Career Plan?
Career planning is a topic that everyone should consider, not just those in sales. After 10 years in marketing, I've seen many colleagues lost and confused. When I first started in sales, I went through a period of deep uncertainty, not knowing what to do or what I could do in the future. That mental exhaustion was far worse than physical fatigue. I sought advice from my company manager and made a comprehensive analysis and plan for the next three years, which gave me direction and made each day feel fulfilling.
New DistributionDo You Really Think JDB's Success Is Just Due to an Advertisement?
A formidable team played a crucial role in the 'red-green war' of the herbal tea world. Through television, the internet, and especially the real business world, people can truly feel the energy unleashed by this team. This team is the JDB channel. However, this team is also mysterious, with limited available information and interviewees reluctant to discuss it. Such secrecy only fuels our interest in uncovering the ins and outs of this nearly 10,000-person team. Because only by understanding them can we truly understand JDB's marketing and JDB itself.
New DistributionEssential Reading List for Learning Marketing: How Many Have You Read?
Frequently, friends in marketing ask on our official account what books and websites they should consult to systematically learn marketing. Today, we recommend an article by Zhihu user Bo Xun, which we believe will help marketing professionals systematically build their knowledge framework. Let's start with the first book.
波旬Gold Standard Salesperson Professional Training Courseware, 120-Page PPT with Download Link, Take It Free!
Salesperson management often only covers product knowledge, lacking professional training on scripts, standard actions, and handling customer objections. This article shares part of a 120-page 'Gold Standard Salesperson Training' PPT. To download, reply '导购' in the official account. The content covers why salespeople are needed, their roles, responsibilities, basic qualities, and more.
New DistributionChannel Intensive Cultivation Strategy for Weak Brands
The term 'intensive cultivation' has become a marketing keyword this year, as companies shift focus from channel competition to terminal competition. For weak brands in the FMCG industry, this strategy involves deep distribution and regional market cultivation to effectively operate and control terminals, thereby winning competitive advantage.
唐道明The Marketing General Manager's "Close to the Frontline" Work Model (Part 1)
This article discusses the importance of marketing general managers staying close to the frontline market. It highlights common problems when upper management is disconnected from frontline realities, and provides five practical models for gathering frontline information and improving market responsiveness, including routine market visits, phone communications, and using communication platforms to encourage employee participation.
魏庆The Secret Manual for Marketing Veterans to Cultivate Their Skills
Marketing is not mysterious; it is a technical skill composed of various sub-modules. By learning systematically and using the 'Absorbing Star Technique'—taking notes, keeping work diaries, organizing files, and maintaining a categorized system—marketers can efficiently progress from novice to expert.
魏庆