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Marketing Digitalization 10 Talks #1: How Manufacturers Should Plan Marketing Digitalization
Marketing digitalization immediately raises the question of where to start, in what order, and what final structure to form—this is the layout issue of marketing digitalization. This article discusses the four major modules of digital marketing for brand owners, the core of which is BC-linked digitalization, and proposes a sequence for implementation: start with modules involving fewer departments and people, prioritize incremental business over existing business, prioritize BC-linked over 2B, and prioritize sales over management.
刘春雄Under the Domestic Consumption Cycle, How Can Brand Marketing Outpace Competitors?
The sudden COVID-19 pandemic in 2020 led to reduced brand budgets, hindered offline promotions, and disrupted marketing plans. It also shifted consumer behavior toward online news, live streaming, and short videos, unleashing online communication and consumption potential. As domestic consumption returns to normal under the national economic cycle strategy, FMCG products, as essential goods, face new growth opportunities. Brands that seize channel dividends and leverage marketing tools can potentially break the competitive landscape and overtake rivals.
New DistributionBehind Leading the Industry into the Era of Quality: The Whole Industry Chain is Jinluo's Brand Moat
In the food industry, especially the meat products sector, many so-called hit products are only temporary flashes in the pan. Truly good brands and products must withstand long-term market tests, and only by building on quality, presenting the safest products to consumers, guarding the red line of food safety, and persistently serving as a provider of a better life for consumers can they truly win the market. On the morning of October 22, nearly a hundred media guests participating in the first national 'Practice the Red Spirit' Party Media Publicity · Yimeng Tour visited the Jinluo Group to conduct a collective interview and research on the practice and promotion of the Yimeng Spirit.
陈峰Three Squirrels' Dead End
Amid the rise of new consumption, the snack food market has boomed, becoming one of the hottest sectors, with players enjoying the shortest growth path thanks to market dividends. However, as the race enters its mid-stage, players overly reliant on market dividends are experiencing accelerating pains, especially those engaging in blind expansion fueled by hot money, which is dragging them into a dilemma. This is mainly reflected in dependence on traffic dividends, frenzied SKU expansion and cross-sector moves, and a broad-brush approach to channels without a healthy profit model.
让发生的发声PepsiCo and Ele.me Forge Strategic Partnership to Accelerate Digital Meal-Time Scenario Marketing
PepsiCo has signed a strategic cooperation agreement with Ele.me to accelerate its layout in meal-time scenarios. Since entering the Chinese market, PepsiCo has consistently integrated into the local ecosystem and deepened its presence in meal-time scenarios. The cloud-based lifestyle catalyzed by the special period is breaking down the boundaries between offline and online consumption scenarios, making digital life a mass consumption trend and a business opportunity. With this, PepsiCo is leveraging its strong marketing momentum, linking Ele.me's online and offline omni-channel reach, deeply penetrating the near-field consumption chain in meal-time scenarios, and upgrading consumers' digital meal-time experience.
New DistributionAnnual Sales of 3 Billion Yuan: The Story Behind the Viral Success of Li Ziqi's Luosifen and the Chinese-style Rise of New Brands
The viral success of Li Ziqi's brand of Luosifen is the result of six years of groundwork laid by both the government's visible hand (licensing and local standards) and the market's invisible hand (industrialization and e-commerce). This represents a typical path for the rise of new brands in China.
徐建凤New Products Aren't Hard to Sell—It's the Selling Approach That's Wrong!
Starting from the demand itself, every demand is backed by spending. In the future, distributor costs will rise: logistics, warehousing, sales staff compensation, and terminal profit requirements. Without high-price positioning, profit margins will be insufficient. Market capacity is limited, and thin-margin, high-volume sales no longer fit this competitive market. Price isn't the decisive factor in product success; consumer psychology now favors higher-priced items, like milk, where 5-6 yuan premium products sell better than 2-3 yuan ones.
李锋Five Core Lessons for Building Resilient Brands in the Post-Pandemic Era
The sudden outbreak of the pandemic at the beginning of the year completely transformed the consumer world, redefining the relationship between consumers and brands. Many brands feel lost about their future prospects. In response, Ms. Wang Xing, CEO of Kantar China and Global President of BrandZ, shared five core lessons for building resilient brands at the 2020 BrandZ Top 100 Most Valuable Chinese Brands conference held on October 15, summarizing BrandZ's decade of brand research insights. First, premium pricing capability is a key driver of strong brands.
New DistributionGenki Forest PK Hankou No.2 Factory: Where Do They Differ?
This summer, who hasn't bought a bottle of Genki Forest sparkling water at a convenience store? And who hasn't been attracted by the packaging of Hankou No.2 Factory? On August 30, Genki Forest launched a new product, its first natural fruit juice drink - Micro-bubble Grapefruit. From the packaging and official introduction, this new product is a fruit juice sparkling water, continuing Genki Forest's tradition of "no added sucrose," with all sweetness coming from fruit. The packaging features a visually striking grapefruit with water droplets on the upper part of the bottle, and prominently displays nutritional components such as VC, B1, B2, B6, VE, and Niacinamide.
韩一个Three Squirrels, Bestore: Data Application Is the Real 'Hit Maker'!
With the increasing popularity of mobile internet, consumers' fragmented time and attention have shifted rapidly from traditional media to mobile phones, iPads, etc., accelerating the exodus of FMCG advertising from traditional media. The traditional FMCG marketing model faces unprecedented challenges and opportunities. According to CTR's report on China's advertising market and communication trends from 2008 to 2019, the FMCG industry has been accelerating its departure from traditional media, shifting to digital marketing platforms such as mobile internet, WeChat, Weibo, and big data. Advertising spending on the five traditional media has dropped by more than 30%.
吴勇毅Blue Moon, a Friend of Time
Blue Moon, starting from its heavy investment in laundry detergent in 2008, has become a leader in China's laundry market through continuous iteration and upgrading, setting a benchmark for the rise of innovative consumer brands in China. The company's success is attributed to its insight into consumer needs, strategic persistence, and product innovation, which have enabled it to maintain market leadership for over a decade.
New DistributionChina's New Milk War
As a key gift during festivals, milk consumption in China peaks during Spring Festival and Mid-Autumn Festival. Despite lower per capita consumption compared to developed countries, the market is growing, with a shift towards low-temperature pasteurized milk driven by consumption upgrades and improved cold-chain logistics.
节点财经Why Should Products Be Gossiped About to Sell Well?
In today's fragmented and tribalized market, relying solely on brand advertising is insufficient. Research shows 70% of consumers decide to buy based on friends' social media shares. Brands must provide 'social currency'—valuable products, services, or content—that gives users an irresistible reason to recommend, as gossip and sharing are fundamental human behaviors for building trust and relationships.
赵波After 414 Days of Research on New Consumer Brands, I've Distilled a Value Formula for Building Food New Consumer Brands...
After 414 days of researching new consumer brands, especially in the food sector, I've developed a formula for building them. The formula consists of four strategic factors—differentiated positioning, personalized products, socialized content, and lifestyle scenarios—multiplied together, with the exponent being a personified brand. This formula also serves as a cognitive framework for understanding new consumer brands.
杰哥Former Pepsi and Master Kong CMO Richard Lee: How to View Brand Marketing in This Era
Richard Lee, who led marketing at Pepsi China for 20 years, shares his insights on brand marketing, emphasizing the importance of creating brand IP, using entertainment marketing effectively, and adapting to changing media landscapes.
谷晓丹Why in the Digital Age, a Good Story Beats a Good Ad?
During the 2020 China FMCG Conference, the author argued that in the digital age, brands must create waves, be recommended, and continuously create value for users to rebuild connections. This model, based on user lifecycle management, contrasts with the funnel model of traffic thinking, aiming instead to accumulate loyal fans through sustained engagement and value delivery. The article focuses on the second half of 'creating waves'—the power of good stories—exploring the psychology of curiosity, the formula for compelling narratives, and how brands can craft stories that resonate, reverse expectations, and leave audiences wanting more.
赵波From SanDunBan, ZiHaiGuo, LaMianShuo... How New Consumer Brands Choose Their Categories
In the consumer goods investment circle, the category selection of a brand is highly valued, as it largely determines the brand's future potential, even leading to the saying 'category determines the world.' From successful new consumer brands in recent years, we can summarize some regularities about category selection, including several common approaches, which the author boldly analyzes below.
派大鑫Why 'Making Waves' Is Essential for Brand Communication
During the 2020 China FMCG Conference, the author proposed that in the digital age, brands must 'make waves,' be recommendable, and continuously create value for users to rebuild connections. This model, based on user lifecycle management, emphasizes sustained engagement over fleeting traffic, and the article focuses on the first topic: 'making waves' as a form of communication that creates spectacles, not just PR events.
赵波Can Nongfu Spring's Dongdong Tea Become the Next Genki Forest and Create a New Category to Be the First?
Nongfu Spring listed on the Hong Kong Stock Exchange on September 8, with a peak market value of HK$445.292 billion, comparable to 2.5 Mengniu, 1.5 Yili, or nearly 5 Master Kong. Despite being dubbed the 'half-hour richest man' by the media, Zhong Shanshan remains extremely low-key. Shortly after listing, the company launched its first new product, Dongdong Tea, which combines jelly and tea, aiming to create a new category and ride the sugar-free trend.
苏相如Jinmailang Liangbaikai: A 'Glorious' Present and a 'Worrisome' Future
In early September this year, Nongfu Spring was officially listed on the Hong Kong Stock Exchange, opening at HK$39.8 per share, with a total market value of HK$445.3 billion. This directly made Zhong Shanshan, founder of Nongfu Spring who holds 84.4% of shares, surpass internet tycoons like Jack Ma and Pony Ma to become China's richest person. The information disclosed by Nongfu Spring's listing focused the business world's attention on the 'story of bottled water.' According to a survey by Euromonitor, China's bottled water market has a capacity of 183 billion yuan, with a compound annual growth rate of 11.8% over five consecutive years. Although the bottled water market is large and growing fast, competition is unprecedentedly fierce.
刘冉70 Million Marketers Are Pretending to 'Focus on Users' Every Day
The article argues that many companies merely pretend to be user-centric, failing to identify what customers truly care about or how to act on it. Using examples like Zulijian elderly shoes and Haidilao, it explains the difference between abstract and concrete levels of business strategy, emphasizing the need to align both through tools like STP analysis.
韩少春Coca-Cola's 'Elephant Turn': Halving Its 500 Global Brands and Cutting 4,000 Jobs
Coca-Cola announced a $550 million severance package and 4,000 job cuts, and plans to halve its 500 global brands, including discontinuing its coconut water brand Zico, as part of a restructuring to cope with the COVID-19 crisis. Despite a 28% drop in Q2 sales, the company saw a 14% sales increase in China, which is recovering faster from the pandemic.
New Distribution今麦郎、白象 vs 拉面说:差在哪了???
As people pay more attention to healthy eating, fast foods like instant noodles are being gradually abandoned. But don't think instant noodles have fallen out of favor; they haven't. Among the rapidly popular consumer brands in the past two years, besides beverages like Heytea, Naixue's Tea, Li Ziqi, Haohuanluo's river snail rice noodles, and Zhong Xue Gao ice cream, there are also noodle brands like Lamian Shuo that focus on the ramen segment. When it comes to instant noodles, the first names that come to mind are Kangshifu, Uni-President, and the Japanese and Korean brands familiar to the public in recent years, while Jinmailang and Baixiang are relatively weaker.
keddy30 Laws for Sales Managers' Survival
This article outlines 30 laws for sales managers, covering responsibilities, human nature, problem-solving, team building, training, management, and thinking. It emphasizes that sales managers should enable ordinary people to achieve extraordinary results, manage经销商 effectively, and focus on standardization and control.
刘春雄