TOPIC ARCHIVE
Brand Marketing articles
品牌营销
Browse 3215 New Distribution articles about Brand Marketing.
Published articles
3215 articles · Page 121 of 134
5 Promotional Tips for New Product Launches
Due to promotion difficulty and consumption habits, when distributors and consumers choose products, they first pick bestsellers and only try new products with a tentative mindset. If new product promotions are well-executed, they can quickly open the market. In a sense, promotion is a reward designed to exploit the psychology of getting a bargain, like a lottery ticket: buying gives a chance, not buying never wins. Promotion should incentivize distributors, second-tier wholesalers, and retailers to stock up, and give consumers a reason for their first purchase.
王冠群The Ten 'Spirits' of a Salesperson
Some say the future depends on learning ability, and I agree, but the ability to learn first requires the ability to choose. As salespeople, we need to learn, but what should we learn? The so-called knowledge is a mix of good and bad, mostly boasting cases or foreign marketing theories; there is too little good stuff. So even though many people are eager to learn, excellent marketing talents are still rare. I judge a salesperson's future by whether they possess these ten 'spirits'.
李万利Essential Marketing Reading List: From Beginner to Mastery, Reaching the Peak of Marketing!
This article provides a graded reading list for marketing professionals, from introductory to advanced levels, including classic texts like Principles of Marketing and Positioning, as well as specialized works on Chinese marketing practices and integrated marketing communications.
New DistributionApplication of P&G's OGSM and STAR Models in FMCG Marketing Management
OGSM and STAR are two highly practical management models that were once widely promoted by the company, but over time and with personnel changes, these good tools have faded from our view, with few knowing them and even fewer using them. In recent marketing work meetings, I noticed a department manager using OGSM to describe key work in an advanced manner, with neat content and clear strategies, so this article aims to introduce the usage of these two tools in detail for the benefit of more colleagues. Today, I share this article on the internet to share with more FMCG industry friends.
New DistributionMarketing: Execution Is the Foundation, Details Are Key, and If Not Done Well, Everything Equals Zero!
A few years ago, I read the marketing summary of a regional manager for a beer brand, which struck a chord: "If the market investment were a bit larger, if there were more promotional staff, if the weather were hotter, if the organization were better arranged, we could have..." Indeed, marketing work always encounters difficulties. Unfortunately, the market does not believe in "ifs" and only cares about results. In the brutal competition, the only criteria for measuring results are: whether targets are achieved, whether promotional costs are saved, whether the product mix is optimized, and whether market share is higher. The key to marketing innovation lies in executing every detail well. Execution is the foundation, and details are the key.
丁永征Six Principles for Boosting Natural Sales
Increasing natural sales is challenging in a competitive buyer's market where consumers are rational and rivals use aggressive marketing. This article outlines six principles—product strength, sales push, channel competitiveness, effective marketing carryover, seeking competitor pressure, and brand support—to help companies achieve higher natural sales without heavy advertising.
李政权The '6 Transformations' Rule for New Product Promotion and Buzz Creation
In regional market marketing, whether for brand or product promotion, or for attracting distributors or initiating consumption, precision and effectiveness are key. Ineffective advertising wastes resources and undermines market support. The article outlines six principles: clear objectives, matched content, precise pathways, effect prioritization, experiential consumption, and sustained momentum.
New DistributionSix Steps for Regional Market Marketing
Regional market operations are an integral part of a company's overall marketing strategy and its concrete embodiment in execution. Based on practical experience, six steps can be taken: dividing the regional market and setting strategic goals, conducting in-depth surveys and building customer files, decomposing targets internally and assigning responsibility to individuals, positioning competitors and formulating attack and defense strategies, refining customer management and consolidating market foundation, and improving incentive measures to boost sales momentum.
徐应云Off-Season Marketing Breakthrough: 11 Directions and 36 Tactics - Market Chapter
In the off-season, the first thing to consider is what you want in the peak season, as the future determines the present and the present determines the future. Off-season marketing is not just a sales task but a strategic issue for leadership. Based on over 10 years of experience, this article analyzes 36 tactics across 11 dimensions including market, channel, product, brand, promotion, wedding banquets, customer relations, skills, atmosphere, management, and sports. The market chapter focuses on breaking through weak markets, attacking blank markets, and consolidating strong markets.
朱志明Regional Manager Market Practical Operation Guide
This article defines the role of a regional manager as a military leader in the marketing battlefield, emphasizing the importance of both offensive and defensive strategies. It provides practical guidance on market development and defense, drawing parallels between military tactics and marketing operations.
方刚How Nongfu Spring Achieved a Value of 13 Billion? Three Lessons You Must Learn!
Whenever I see the name Nongfu Spring, the first thing that comes to mind is its brilliant slogan 'Nongfu Spring is a bit sweet.' This slogan was introduced in a humorous TV ad set in a rural school, where a teacher gets annoyed by the sound of a student opening a bottle, but later praises the water's sweetness. The ad, which aired on CCTV from mid-April, quickly made the brand famous and was even voted the best ad slogan of 1999 by People's Daily and other media. The 'a bit sweet' concept differentiates the product by taste, implying high-quality water source, and successfully creates a memorable brand image.
New Distribution52 Sales Lessons from a Marketing Expert
A seasoned marketing professional shares 52 hard-won sales lessons covering mindset, performance, management, channel strategy, and dealer relations. The lessons emphasize that outcomes are often determined by initial attitudes, that effort must create visible value, and that success in sales hinges on understanding human psychology, effective execution, and building mutually beneficial partnerships.
New DistributionSeven-Step Method for Foodservice Channel Operations: Practical Action Breakdown under a Terminal Mindset
In the local liquor market, foodservice terminals are the mainstream sales channel for baijiu. However, disorderly competition in this channel has caused many baijiu brands to fail in restaurants. Key characteristics include: 1) A-class outlets are often monopolized or bought out by strong brands, making entry difficult; 2) Deteriorating competition with escalating fees (entry, exclusive sales, bottle-opening, promotion, and public relations) forcing prices far above product value; 3) Credit sales are required, with B and C-class outlets having poor credit, high sales costs, and high risk of bad debts. Based on these characteristics and years of marketing practice, the 'Seven-Step Method for Foodservice Terminal Operations' has been developed to launch terminal markets swiftly with sharp terminal positioning attacks.
何足奇Five Major Marketing Trends in the Soft Drink Industry in 2015!
In 2014, China's GDP reached 26.9 trillion yuan, a year-on-year increase of 7.4%. The beverage industry's sales scale was 221.8 billion yuan, up 10.72% year-on-year. What development momentum will the beverage market have in 2015? This article is sourced from China Food News.
New DistributionThe Era of Mass Consumption Ends, Ushering in the Highly Segmented 'Selective Mass' Era
In 2013, research from McKinsey, Boston Consulting Group, and Bain found that in the coming years, households with annual incomes of 100,000 to 200,000 RMB will be the fastest-growing consumer segment, with their share of households rising from 6% in 2010 to 28% by 2015, providing rapid market growth for mid-range goods. According to McKinsey, by 2010, there were about 4.67 million households with annual incomes above 200,000 RMB, accounting for 2% of all households; by 2015, this number will more than double, rising to 4%.
New DistributionPractical Strategies to Crack the FMCG Off-Season Puzzle
The off-season is an eternal pain for salespeople. If marketing methods are wrong during the off-season, even great efforts won't help. Many companies respond by giving holidays, training, or launching new products, but by deeply analyzing the specific causes and innovating appropriately, we can truly eliminate the off-season and achieve strong sales. Drawing on years of market experience and observations of excellent companies, I summarize practical methods to crack the off-season puzzle.
New DistributionChina City Classification by CBN Weekly
Based on 10 indicators including 2012 GDP, per capita income, number of Fortune 500 companies, 211 universities, international flights, foreign consulates, airport throughput, and density of first-tier brands, 400 Chinese cities are reclassified into new tiers, breaking traditional administrative divisions.
New DistributionWahaha: The Problems Masked by Channel Push
This article, originally from Golden Distributor, argues that the FMCG industry often blames declining sales on changing consumer demographics, but the real issue for brands like Wahaha is a lack of product and brand value. The author, a 70s generation consumer, points out that products lack differentiation and brands lack emotional appeal, leading to weak consumer attraction and repeat purchase.
New DistributionSpecial Operations Combat Theory for Market Operators
Special operations evoke images of elite troops silently striking at enemy command centers, capable of turning the tide of battle despite their small numbers. This article applies military strategy to business competition, advocating for small and medium enterprises to focus on local advantages, use unconventional tactics, attack critical vulnerabilities, and build elite teams.
苏强7 Execution Problems and 6 Solutions for Successful New Product Launches
It is often said that countless new products are launched each year, yet 99% fail. While factors such as product positioning, pricing, margin structure, selling points, and promotional investment contribute to this high failure rate, the execution capability of the marketing team is a crucial determinant. This article explores how to ensure execution during the new product launch phase to improve the success rate, identifying seven common execution problems and six corresponding solutions.
李政权Marketing Common Sense (Compilation)
Why marketing? Don't talk to me about objectivity; demand surges, competition spans time and space; information overload, everyone is self-centered—on reflection, the only constant in marketing common sense is change. Don't talk to me about macro; don't mention BAT or Wall Street, then earn cabbage money—grand narratives don't change the world a bit; destiny belongs to grassroots heroes. Forgive me, a butcher licking blood from a knife, subjective and micro: Why marketing? Sellers create value for buyers to satisfy needs and gain returns. 1. Gain returns: profit-seeking and fame and fortune. Profit-seeking: current...
New DistributionThe Six-Step Method for Terminal Repeat Orders: Select, Set, Train, Induce, Control, Sustain
The success of new market development and new product launches is marked by repeat orders from secondary wholesalers and terminal retailers, which indicate consumer acceptance and initial brand loyalty. To achieve repeat orders, six steps are required: Select, Set, Train, Induce, Control, and Sustain.
杨永华Shi Yuzhu's 13 'Not-So-Simple Secrets' Behind Brain Gold's Marketing Strategy
Brain Gold (Nao Bai Jin) has achieved total sales exceeding 15 billion yuan, becoming a classic case in marketing strategy. Its success stems from a series of meticulous, multi-faceted plans that formed a systematic marketing advantage, far beyond the simple gift-giving ads. This article reveals the 13 'not-so-simple' tactics, from naming and packaging to channel management and advertising style, all driven by Shi Yuzhu's precise planning and deep understanding of Chinese consumers.
张家祎The "Seven Determinations" Break Through the Deadlock of Distributors' New Product Promotion
New product promotion often brings mixed results for distributors, with many failing due to common pitfalls such as lack of attention, action without strategy, and unsystematic execution. The "Seven Determinations" strategy—covering region, business format, outlets, targets, personnel, tactics, and plans—provides a systematic approach to significantly improve the success rate of new product launches.
唐道明