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Internet Traffic: Making Business Harder Than Ever
Alibaba's mission was to make it easy to do business, but since 2016, companies on e-commerce platforms have shifted towards unprofitable prosperity. This article explores the pitfalls of internet traffic, including precision and timeliness, and compares traffic-based versus brand-based growth models.
郑光涛Grant“Marketing Digitalization 10 Lectures” No. 9: To Be Specific, What Exactly Is Marketing Digitalization Useful For?
This article explains the practical uses of marketing digitalization, emphasizing data transparency in B2B and B2C contexts, and how it enables targeted interventions and user conversion management.
刘春雄High-end small baijiu "Jian Ge Mian" thrives against the odds: live streaming opens the way amid the pandemic
In early 2020, while most consumer goods companies struggled under the pandemic, high-end sauce-flavored small baijiu brand "Jian Ge Mian" launched its 1.0 product and leveraged the live-streaming boom to survive and grow. Founder Long Haifeng personally hosted live sales, selling over 1,000 bottles in 3-4 hours, and the brand later secured angel investment from "Consumer King" Wang Cen and celebrity Huang Xiaolei as co-founder.
何年Intensifying Competition | The Chaotic Battle in the Trillion-Yuan Snack Industry
The snack industry's market size is growing rapidly, but concentration remains low. According to a report by the Ministry of Commerce, Chinese consumers eat 2 trillion yuan worth of snacks annually, with projections to exceed 3 trillion yuan by 2020. As new and established brands compete, innovation and omnichannel strategies are key to success.
李静Genki Forest Struggles to Shake Off 'Internet Celebrity' Label
During the recent Double 11 shopping festival, Genki Forest, a four-year-old beverage brand, achieved top sales in the water and beverage category on both Tmall and JD.com, with Tmall sales surpassing 10 million yuan in 37 minutes and exceeding last year's full-day total in 42 minutes, a 344% year-on-year increase. The company is actively seeking to expand beyond its popular sparkling water products, but faces challenges in establishing a lasting brand identity amid intense competition.
财经新媒体“Marketing Digitalization 10 Lectures” No. 8: After De-intermediation and De-branding, Is De-platforming Far Behind?
Brand owners have long suffered under platforms. E-commerce de-intermediates, new manufacturing de-brands, pushing brand owners to a corner. Can brand owners de-platform? Previously unimaginable, now it may be reality. Since 2013, brand owners have faced tough times; sales peaked in 2013, only resuming growth in 2017 through product upgrades. The key is for brand owners to directly reach C-end users and achieve user online presence, using F2B2C digitalization to gain bargaining power against platforms.
刘春雄“Marketing Digitalization 10 Lectures” No. 7: The Heart of Digitalization—Data Middle Platform
Marketing digitalization requires a three-dimensional connection, BC integration, and dual-line deep distribution. The front office completes the three-dimensional connection and offline deep distribution; the middle platform completes online deep distribution, online operations, and digital support; the combination of front and middle platforms achieves BC integration. The middle platform is the heart of digitalization, and for FMCG brand owners, it must support both online and offline operations, not just e-commerce logic.
刘春雄Pinduoduo's Advantages, Brand Owners' Choices, and Distributors' Survival
Pinduoduo leverages brand and distributor resources to achieve extreme price differences, impacting community group buying. Brand owners should guide rather than block this channel shift, while distributors face both risks and opportunities.
陈维龙“Marketing Digitalization 10 Lectures” No. 6: Digitalization: “Transform” or “Eliminate” the Sales Department?
Digitalization will completely transform marketing organizations. Whether it is transformation or elimination depends on whether traditional organizations resist or adapt. Adapting means transformation; resisting means first 'eliminate', then rebuild.
刘春雄"Marketing Digitalization 10 Lectures" #5: Digitalization Lets Brand Owners Regain Commercial Discourse Power
The ability to reach C-end consumers and influence their perception is commercial discourse power. Traditional brands gained it through mass media, e-commerce platforms through direct C-end access and traffic control, and brand owners can regain it through marketing digitalization that integrates B-end and C-end. This article explains the sources of discourse power, why it shifted to platforms, and how brand owners can reclaim it via BC integration, content ecosystems, and real-time interaction.
刘春雄FMCG Workers, Don't Make the Platform Your Only Advantage!
This article advises FMCG professionals not to rely solely on their platform's advantages. It emphasizes developing personal skills, cherishing platform resources, and maintaining external interactions to ensure career resilience and growth.
阿湖Rethinking Channels
We define a channel as any place where consumers can buy products. In the past, sales channels were about the entire distribution chain from wholesale to retail, with fixed locations and a single distribution model. Today, the internet has transformed the logic of transactions, making channels multidimensional and complex, requiring companies to rethink their approach to cognition, transactions, relationships, and delivery.
赵波Four Roadmaps Behind the Rise of China-Chic Brands
The hottest business trend today seems to be the 'rise of China-chic.' From Palace Museum lipsticks to Perfect Diary, Florasis, Heytea, Genki Forest, Bosideng, and Feihe, a wave of domestic brand consumption is heating up. But this is only a phenomenon, not the essence. Some say it symbolizes cultural confidence, others attribute it to China's world-class supply chain, and some credit clever marketing and public sentiment. All are correct, but at the core, every category champion after the rise of China-chic represents the formation of a new mental entry point and the establishment of new brand equity. This article summarizes four roadmaps behind the rise of new domestic brands and analyzes the process and attribution of China-chic brand success.
胡喆“Marketing Digitalization 10 Lectures” No. 4: Brand Owners and Retailers Have Different “User Profiles”
This article discusses the differences between user profiling for brand owners and retailers in marketing digitalization. It emphasizes that precision and real-time interaction rely on user profiles, and outlines distinct goals and methods for each, such as brand owners focusing on repurchase and B-end activation, while retailers focus on product-user matching and conversion.
刘春雄"Marketing Digitalization 10 Lectures" No. 3: The Soul of Marketing Digitalization is User Profiling
User profiling is the soul of marketing digitalization. Without it, digitalization is just a decoration. User profiling involves tagging users for automatic recognition, enabling precise and instant service. It is essential for both B2B and B2C, and is crucial for FMCG manufacturers to achieve precision in new product distribution and online recommendations.
刘春雄Marketing Expense Management: The Imperative of Going Online
A sales director discovers that his regional manager has inflated promotional expenses and falsified rebate agreements, leading to a dispute. The article argues that the root cause is the lack of online expense management, and explains how digitizing the entire process—from application to verification—ensures authenticity, efficiency, and rationality, ultimately boosting profitability.
帮你管营销费用的Marketing in China's FMCG Industry Is Entering 'No Man's Land'
At the '2020 China FMCG Conference' held by New Distribution, BCG's global partner observed that while Chinese CEOs used to learn from the West, now foreign CEOs are seeking China's expertise in e-commerce and digitalization. As China's mobile internet and digital infrastructure lead globally, marketing in China is entering uncharted territory, requiring new paths and methods beyond traditional strategies.
New DistributionAbolish the Sales Department! — Musings on Marketing Digitalization
Five years ago, I wrote an article advocating for abolishing and restructuring the marketing department into a communications or IP department. Now, it's time to apply the same logic to the sales department, which is becoming inefficient and outdated. The article argues that marketing digitalization, with BC-linked data, can replace the traditional sales force and lead to more effective marketing.
方刚Where Did the 20 Billion Yuan Pre-mixed Wine Market Go?
The pre-mixed cocktail market in China, once predicted to reach 20 billion yuan by 2020, has fallen far short, with RIO's sales at only 1.279 billion yuan in 2019. The market's failure is attributed to differences in tax policies and consumer habits compared to Japan, where pre-mixed drinks thrived by substituting beer.
董武英Seizing 11.11: JD New Distribution Unveils 'Three Sharp Tools' to Drive Brand Growth
As the annual 11.11 shopping festival kicks off, JD New Distribution launches its 11.11 carnival on October 31 at 20:00. This year, the platform emphasizes 'stronger penetration, faster conversion, and more scenarios' to deliver omnichannel growth for partners. Key initiatives include cross-category joint promotions with over 300 brands, a massive B2B livestreaming campaign, and digital solutions connecting consumers, stores, and brands.
New DistributionMengniu and Coca-Cola Establish Keniule Dairy Company to Accelerate Competition in Low-Temperature Milk Market
Mengniu and Coca-Cola have jointly established Keniule Dairy Co., Ltd., aiming to leverage their respective strengths to introduce a new low-temperature milk brand in China and boost dairy consumption upgrading. The partnership is expected to be mutually beneficial and play a key role in both companies' product portfolio adjustments.
钱瑜 白杨Marketing Digitalization for FMCG Manufacturers: Leveraging Small Data to Move Big Markets
Digitalization requires data, but traditional FMCG manufacturers often lack online user data. This article explores alternative data sources and strategies, emphasizing the use of BC-linked data to leverage offline channels and achieve marketing digitalization without relying on large-scale user online presence.
刘春雄National Media IP "Kuaikan Good Anchor" National Brand Live-Streaming Product Selection Notice: Application Channel Opens for Brands Jointly Selected by CCTV, Xinhua, and Kuaishou
The first national matrix-style interactive live-streaming shopping variety show, "Kuaikan Good Anchor," initiated and hosted by Yangguang Dream and Xinhua Kuaikan, and co-hosted by Guangzhou Langqin Advertising Media Co., Ltd., is about to launch on the Kuaishou app. The event has received strong responses from national media and Kuaishou's top anchors, with S-level traffic resources from the platform.
New DistributionAchieving Mind-Share Pre-Sale: The Real Weapon Behind Nongfu Spring's Dominance
On September 8, Nongfu Spring went public with a market value of HK$445.3 billion, making its founder Zhong Shanshan the richest person in China, surpassing Ma Yun and Ma Huateng. While many attribute its success to advertising, product, channels, or a combination, they overlook a crucial point: the essence of commercial competition is winning customers, and Nongfu Spring's true weapon is its ability to achieve mind-share pre-sale by creating differentiated value and consistently investing in consumer minds.
听来风 万护侯