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7 Days to Master Micro-Marketing ➊
This article is the first in a seven-part series on micro-marketing using WeChat, starting from zero. It emphasizes the importance of mindset, product quality, and reputation, and provides practical advice for grassroots entrepreneurs.
零一The Deep Reasons Behind Wahaha's First-Ever Sales Decline in 2014
Large and medium-sized food enterprises in China are hitting growth ceilings, with new product sales underperforming due to shallow parent brands. The core issue is the failure to upgrade from a shallow brand to a deep brand, which requires emotional and cultural value to enable brand extension and drive growth.
翁向东Strategies and Techniques for Developing the Campus Channel
According to relevant data, there are 18.488 million college students and 227 million primary and secondary school students in China, aged 6 to 28, who are the backbone of beverage consumption. Taking college students as an example, excluding tuition and fees, their average annual expenditure is 4,000 yuan per person, representing an 80 billion yuan market. Therefore, it is said that 'those who win the campus win the future, and those who win the future win the world.'
李庆华Anatomy of Promotion: Four Essentials and Three Taboos
Promotions are often seen as a cure-all, but they can yield three outcomes: success, break-even, or loss. To succeed, promotions must have suitable products, right timing, good methods, and a proper degree. Avoid changing strategies, extending time indefinitely, and offering defective products.
李作亚The FUN Principle for Selecting Promotional Items
Promotional items are like salt in the 4P marketing mix: seemingly insignificant but crucial for the right flavor. Choosing them wisely, based on market conditions, can yield outsized results. The FUN principle—Funny, Unique, Necessary—guides effective selection to drive sales and engage consumers.
王磊Practical Tips: 6 Useful Consumer Psychology Principles
Are consumers really fools? This needs to be viewed from two sides. Sometimes they are foolish beyond reason, sometimes they are shrewd beyond measure. Fools are the happiest people in the world, but there aren't that many fools; it's just that their intelligence goes dormant at certain times. When it goes dormant depends entirely on the consumer's psychology. So we have invented various marketing strategies, and the essence of marketing is a psychological game with consumers. Consumers typically have the following psychological traits...
始稷The Eight-Step Guide to Special Price Promotions
Special price promotions are one of the most direct and effective ways to stimulate consumer purchases, but they can be a double-edged sword. This article outlines eight key aspects of executing successful special price promotions, including market timing, forms, side effects, suitable products, operational techniques, precautions, specific implementation, and strategies to counter competitors' promotions.
张汉文Weak Regional Markets Need a 'Crazy' Marketing Team
This article discusses the challenges of managing a weak regional market and proposes building a 'crazy' marketing team to turn it around. It outlines strategies for team environment, morale, leadership, goals, personnel management, execution, systems, and learning.
朱朝阳Three Ways to Make Money with Short-Term Products
Many companies mistakenly expect short-term products to pave the way for profitable long-term products, but often end up with short-term products in high demand and long-term products ignored. This article outlines three effective strategies for making money from short-term products: leveraging scale for profit, using product structure for profit, and operating short-term products with a long-term approach.
崔自三Business is Tough, Where Have Consumers Gone?
Consumption is declining, but where have consumers gone? While the amount and frequency of consumption haven't decreased, the demand for food products has, indicating a shift in consumer demand. This shift can be categorized into four directions: brand switching, channel switching, category switching, and upward migration. Understanding these shifts is crucial for reversing sales declines.
牛奔Diary of a Marketing Director [8 Entries]
This article presents eight reflective entries from a marketing director's diary, covering topics such as challenging conventional rules, changing communication environments, the importance of communication, management methods, persistence, strategy, process versus results, and not complaining after making choices.
崔迎10-Year Marketing Director's 100 'Straight Talk' Quotes on Marketing
A seasoned marketing director shares 100 candid insights on career, management, and life in the FMCG industry, emphasizing the importance of self-motivation, practical wisdom, and navigating corporate politics.
盛斌子Strategies and Techniques for Beverage Companies to Develop the Foodservice Channel
This article discusses the importance of the foodservice channel for beverage brands, offering strategies for distribution, shelf placement, and consumer engagement to drive sales and brand loyalty.
李庆华Before 30, Don't Expect to Earn Much Money!
This article advises that before age 30, career positioning and planning are more important than earning money. It outlines five key steps: analyzing hobbies, personality, and strengths; choosing the right industry; specializing in a career path; selecting the right company; and creating a career plan for the years before 30.
New DistributionThe Historical Evolution of Marketing Theory!
This article traces the evolution of marketing theory from the classic 4P framework to the more customer-centric 4C, 4S, 4R, and 4V models, explaining their core concepts and applications in modern business strategy.
New DistributionRegional Manager – If Your Market Isn't Performing, It's Because You Don't Know How to 'Hatch Eggs'!
A competent regional manager knows that market success hinges on resource integration, but market expenses are not handed out by the boss—they must be earned. This article explains why some regional managers fail, likening them to chickens that don't hatch eggs, and offers strategies for allocating and leveraging market expenses effectively.
刘连喜How Salespeople Can Use Marketing Black Holes to Become Millionaires?
This article discusses various marketing black holes that salespeople exploit to enrich themselves, such as taking kickbacks, falsifying reports, and embezzling funds, while also highlighting the need for companies to tighten management.
胡逢春Who Moved My Cheese? Five Factors That Steal Marketers' Execution Power
This article discusses the importance of execution in enterprises and identifies five core factors that affect marketing personnel's execution: sense of mission, recognition, organizational system, performance appraisal, and professional competence. It emphasizes that attitude is more important than ability and suggests ways to improve execution.
朱丹蓬Winning from a Distance: A Practical Guide to Channel Construction
This article provides a comprehensive guide to sales channel construction for FMCG companies, covering the nature of channels, common misconceptions, and ten golden rules for building effective distribution networks.
陈志平Why New Product Launches Fail: 30% Tied to Outlet Assessment, Admit It?
Many new products fail because companies set only sales targets without outlet assessment metrics, leading salespeople to build many ineffective outlets. The key is channel focus: select quality outlets and target 'big fish' customers, as demonstrated by a case where a dealer achieved a 96% repeat purchase rate by focusing on pre-selected outlets.
New DistributionFirst Lesson for New Sales Managers
Salespeople, as representatives of manufacturers, are tasked with maintaining steady revenue growth. For most, the immense performance pressure and volatile market environment make sales one of the most unstable career groups. Whether you're a novice or a veteran, when you take over a new regional market, what problems will you face? How can you quickly get up to speed and demonstrate your performance? Based on years of experience in the consumer goods industry, this article systematically outlines the first lesson for regional salespeople new to their role.
New DistributionAn Old Tippler's Take on China's Six Major Small Bottle Liquors
An old marketing hand and self-proclaimed tippler shares his candid, humorous take on six leading small-bottle baijiu brands in China, from Langjiu's Wai Zui Lang to Jiangxiaobai and Jingjiu, blending personal anecdotes with sharp industry analysis of their strategies, successes, and missteps.
田友龙Abandon Illusions of Online Sales, APP Sales, Direct Sales, and Group Buying; Pre-Investment Remains the Key to Victory
This article argues that pre-investment in consumer cultivation and market pull is essential for success in the FMCG industry, despite the allure of e-commerce and direct sales. It warns against over-reliance on online channels without prior brand building, using examples from the liquor industry to illustrate the consequences of neglecting pre-investment.
增祥文A Plan That Concerns Your Future: Common Problems in Annual Marketing Plans
As the annual marketing plan and performance review season approaches, marketing professionals must present clear plans to their bosses and themselves. Drawing on over a decade of experience, the author shares insights on how to write effective marketing plans and highlights common pitfalls, emphasizing the importance of logical structure, data-driven analysis, and actionable execution.
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