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3215 articles · Page 129 of 134
Key Questions You Must Know About WeChat Marketing
WeChat marketing has entered a downturn, similar to Weibo marketing in its day. Social tools follow a pattern: starting with hookups, thriving on showing off, and dying with daigou. This doesn't mean WeChat marketing is dead; it has just become normalized. For us, foresight, accurate judgment, and effective accumulation are key. If you're new to WeChat marketing and see others making money, you need to know some critical issues and directions to guide your decisions.
宗宁Analysis of JDB's Classic Festival Marketing Campaign
Since 2001, international beverage brands like Coca-Cola and Pepsi have dominated Chinese New Year marketing, but JDB has now confidently answered the call for a truly Chinese brand. Under its 'big platform, big strategy' approach, JDB secured sponsorships across major TV programs for the 2014 Spring Festival, creating a comprehensive marketing campaign that covered all stages and audiences, and its success offers valuable lessons for other local brands.
New DistributionWhat Common Sense Must You Know for Marketing?
Marketing is about creating value for buyers to satisfy needs and gain returns. In the mobile internet era, simplify strategy to insight-matching and tactics to funnel-ripple models, focusing on killer products, perceived value, addictive systems, and leveraging three economies and media.
New DistributionHow Can Distributors Unblock the 'Joints' of WeChat Marketing?
This article discusses how FMCG distributors can use WeChat marketing to open new sales channels, drawing on case studies and practical tips. It emphasizes the importance of setting clear goals, detailed activity design, user engagement, and leveraging external resources, while also learning from failed marketing attempts.
New DistributionMarketing: Just Do It!
When facing tough sales problems, consider three outcomes: best, worst, and compromise. The best rarely happens, the worst isn't fatal, and compromise usually prevails. Marketing is about action, not over-planning; opportunities are seized by doing, not waiting.
蒋军The 'Great Recession' of Instant Noodles?
According to the latest Nielsen data, in the first half of 2014, domestic instant noodle sales volume fell 6.5% year-on-year, while overall market sales value declined 1.9%. Unlike China's declining instant noodle industry, in Japan, Europe, and the US, the industry is still growing, with the UK instant noodle market growing about 10.7% annually. Industry insiders attribute the decline to insufficient innovation and vicious competition, but see growth potential in lower-tier cities and rural areas.
李睿奇Micro-Marketing: Who Are the Fools? Who Are the Dinosaurs?
This article explores the challenges and misconceptions of micro-marketing on WeChat, comparing it to navigating a series of dark rooms. It criticizes self-proclaimed marketing gurus who profit from naive followers, and discusses the differences between e-commerce platforms like Taobao and WeChat's social approach.
杨江涛Wolf-like Aggressiveness: The Era-Defining Character of Chinese Marketing
The transformation from a 'bookworm' in university to a wolf-like aggressive marketer is a common experience among Chinese marketers, driven by the environment rather than innate nature. This article argues that wolf-like aggressiveness was a necessary professional trait in a specific era of Chinese marketing, contrasting it with the 'kingly aura' of multinational corporations, and suggests that as Chinese companies grow stronger, they may adopt a more kingly demeanor while still valuing the wolf-like spirit that enabled their rise.
刘春雄The Train Salesman's 'Three Moves and Six Tactics' for Crazy Sales
This article shares the sales techniques of a train vendor selling chamois cloths, highlighting his use of humor, live demonstrations, and scarcity tactics to achieve rapid sales. It breaks down his approach into 'Three Moves and Six Tactics' that terminal salespeople can learn from.
张令凯Monitoring: The Knife That Destroys Sales
A well-known company's marketing management department planned to install GPS tracking systems on salespeople's smartphones to monitor their daily routes. After confirming the information, the author predicted a rapid loss of sales staff. Indeed, nearly 30% of excellent employees resigned, and another 30% expressed intentions to leave. The author explains the reasons—lack of trust, security, and freedom—and suggests replacing monitoring with motivation.
张宁Mobile Internet 1.5 Model – Dare You Not Be So Awesome?
This article discusses the challenges traditional liquor companies face in integrating with mobile internet, proposing a '1.5 model' that bridges the gap between simple e-commerce (1.0) and consumer-centric approaches (2.0). It presents successful case studies from HeLong and Zhijiang, demonstrating how leveraging mobile tools to engage both consumers and terminal store owners can drive sales and efficiency.
New DistributionKeeping Pace with the Times: Building a "Proper" Marketing Team
A seasoned marketing professional reflects on the challenges of building a strong marketing team, emphasizing that true team success comes from internal development, not just hiring. The article outlines key principles and practical steps for creating a team that can win battles, understand tactics, and execute strategy.
丁永征Regional Market Layout Strategies in Baijiu Marketing
Any war must be planned before fighting, and victory must be ensured before battle. Many enterprises fail due to lack of strategy, without clear regional market positioning or development methods. This article discusses nine common regional market layout strategies, including the snowball, mushroom picking, and rural surrounding city approaches, to help companies build stable market bases and expand effectively.
智卓酒赢销大讲堂The Most Comprehensive Marketing Summary (Essential Edition)
This article provides a comprehensive summary of marketing principles, covering the birth of marketing, marketing management concepts, strategic planning, market segmentation, consumer behavior, and various marketing strategies. It also includes a correction notice regarding a previous article's attribution.
New DistributionPromotional Strategies for Consumers
This article outlines various promotional strategies for FMCG products, including free tasting, coupon distribution, newspaper media promotions, price discounts, buy-one-get-one offers, in-box prizes, points redemption, lucky draws, chain rewards, contests, sponsorships, insider consumer drives, joint promotions, thematic promotions, roadshows, event marketing, experiential promotions, embedded promotions, government/business PR, and membership marketing.
New DistributionThe Art of War in Baijiu Marketing
The essence of marketing is war, where the enemy is the competitor and the customer is the territory to be captured. Based on this concept, marketing strategist Trout proposed four basic marketing strategies: defensive, offensive, flanking, and guerrilla warfare. This article focuses on flanking and guerrilla tactics in regional market battles, illustrating principles with examples from the Chinese baijiu industry.
朱志明The Past and Present of 'One More Bottle'
This article explores the history and impact of Kangshifu's 'One More Bottle' promotional campaign, which was launched as a defensive strategy against competitors like Coca-Cola. While it initially boosted sales and market share, it also led to redemption difficulties, counterfeit caps, and financial strain, ultimately revealing that the campaign was a form of 'concept marketing' with actual redemption rates below 50%.
潘卫艳Four Key Weapons for Distributor Marketing Success
Distributors face increasing challenges as markets evolve, including survival and development issues. To avoid being controlled by manufacturers, distributors must possess their own marketing weapons, such as terminal control, systematic management, a rational product line, and leveraging manufacturer resources.
New DistributionFrom Traditional PR to Word-of-Mouth: P&G Has Woken Up, Don't Sleep On
For FMCG companies today, integrating e-commerce and traditional channels is urgent, but re-understanding market and marketing changes is essential. Key shifts include consumer behavior, advertising forms, and dialogue methods, which challenge traditional brand building and PR.
New DistributionPractical Tips for Getting Customers to Accept 'High Prices'
High-priced products are an important source of profit for companies, but many are blocked by distributors before reaching consumers due to their concerns. This article provides practical techniques to eliminate distributors' worries and make them feel that carrying your high-priced products is worthwhile.
毛小民New Challenges Test Chinese-style Marketing
China's marketing landscape has evolved from a 'dual low' (low price, low quality) phase to a new era requiring value-based products and consumer-oriented strategies. As the market matures, Chinese enterprises must adapt to new challenges, including industry consolidation, technological advancement, and the rise of e-commerce, to foster global brands and lead in O2O integration.
刘春雄119 Marketing Maxims Summarized by a Decade-Long Marketing Director
A veteran marketing director with over ten years of experience distills his insights into 119 concise sayings, covering career advice, management principles, and personal growth for marketing professionals. The article emphasizes that marketing success comes from dedication and mindfulness, not just talent.
New DistributionSix Key Elements for FMCG Sales
To achieve market explosive power and sustained sales in FMCG marketing, six key elements need to be strengthened and enhanced. These six elements are product power, channel power, image power, communication power, promotion power, and visual power. Gaining an advantage in any one of these elements can give a product explosive market force, while improving all of them can lead to sustained market sales capability.
New DistributionEvery Outstanding Sales Elite Is a Madman, a Fool, and a Grandson
Sales is tough, and to achieve results, I've forced myself into three roles: a madman, a fool, and a grandson. These represent the spirit of madness, the stubbornness of a fool, and the awareness of being a grandson, which are essential for successful sales.
New Distribution