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Want to Know Marketing Trends After the Pandemic? Tiger Cao, President of KMG China, Tells You
As the global partner and president of China at Kotler Marketing Group (KMG), Tiger Cao has deep marketing academic foundations and rich practical experience in international business. He has led KMG China in providing market strategy and brand strategy consulting services to over 120 companies, including Fortune 500 firms and city governments. He proposes four marketing trends in the post-pandemic era: influence marketing, agile marketing, brand activism, and relentless marketing innovation.
New DistributionThe Three Unavoidable Things in Life: Toxic Chicken Soup on Moments, Pretty Girls on Douyin, and Brainwashing Ads in Elevators
No matter the era, media are unavoidable, carrying distinct characteristics of their time and invading daily life while serving as vital tools for information dissemination. In ancient times, besides imperial edicts, there were hearsay and gossip; in modern times, newspapers and leaflets evolved into telegraph, telephone, television, and fax. With the internet, information became aggressive and overwhelming, with countless apps plastering text, audio, and video in your face, leaving no escape or refusal.
八米 万护侯10 Anti-Intuitive Rules for Consumer Brand Startups, Drawn from 100 Brands Earning 100 Million a Year
After studying 100 new consumer brands with annual revenues of 100 million yuan, the author distills 10 counterintuitive rules for consumer brand entrepreneurship, emphasizing simplicity, founder philosophy, timing, positioning, and the primacy of loyal users over traffic.
龙猫君Zong Fuli's First Brand Enters First-Tier Market, Wahaha 'Explores' High-End
Wahaha has begun exploring the high-end market. Zong Fuli, daughter of Wahaha Group chairman Zong Qinghou and head of the group's brand PR department, has launched her first beverage brand KellyOne, whose high-end tea product Yicha is now available at Beijing Yonghui supermarkets. However, industry insiders say KellyOne's limited product categories, insufficient channels, and numerous competitors may make it difficult to support Wahaha's high-end ambitions in the short term.
李振兴WeChat, Weibo, Douyin + Scenario-based Focus Media: The New Rules for Igniting Brands
Li Jiaoshu once said at the 2020 New Marketing Opening Class that the biggest single variable affecting the business model of consumer goods is 'media.' This simple statement contains profound insights. From traditional to new media, from text-and-image to live-streaming eras, every media shift creates waves in the market, driven by changing information patterns and the mediatization of life scenarios. The biggest change brought by mobile internet and scenario-based media is the connection: social platforms connect people to people, scenario platforms connect people to brands, and the fusion of the two.
听风来 万护侯Tens Group Statement: Beijing Red Bull's Lawyer Statement Seriously Defames Tens Group's Goodwill and Damages Red Bull Brand Interests; Will Pursue to the End!
In response to the lawyer's statement issued by Red Bull Vitamin Beverage Co., Ltd. ("Beijing Red Bull") on July 10, Tens Pharmaceutical Healthcare Co., Ltd. ("Tens Group") hereby declares that the statement contains numerous falsehoods that mislead the public, threaten authorized producers and distributors, and seriously defame Tens Group's goodwill and its licensed products. Tens Group reserves all legal rights and will pursue legal action to the end.
New DistributionMany Brands Are Rushing into Livestream Selling—Should I Follow or Not?
In 2020, livestreaming is the hottest trend, with consumers snapping up products and brands rushing in. However, brands should consider the hidden pitfalls, such as failed promotions, data fraud, and loss of pricing control, before deciding whether to join.
长袖How Brand Owners Can Host a Blockbuster Dealer Ordering Conference via Live Streaming
Traditional ordering conferences pose health risks due to large gatherings, while canceling them risks operational continuity. Live streaming, a hot new traffic trend, also holds great potential in the B2B sector. "Live streaming + ordering conference" has become a new model that brand owners are eager to try. A successful ordering conference helps brand owners achieve three goals: 1. Boost sales, 2. Develop new customers, and 3. Strengthen partnerships.
365商学院Jiang Nanchun: Business Has Fundamentally Changed
In 2020, a year full of uncertainties, the pandemic has made already difficult business even harder. Why is marketing becoming increasingly difficult? Why can't good products sell? What opportunities remain for new brands? Jiang Nanchun, founder of Focus Media, offers his insights on these soul-searching questions.
江南春The Misunderstood Genki Forest
Genki Forest is by no means a 'light model' fast-growing product supported only by brand operations and channel dividends. The article explains how the company has built a solid business through product innovation, quality control, and strategic channel expansion, dispelling the misconception that it is just an internet-famous brand.
赵继成Can a Newly Launched Chicken Feet Brand Beat Youyou Online? Look at Innovative Brand Wang Xiaolu's 3000% Growth Rate
The 100-billion-yuan leisure braised food track welcomes a new startup? Within one year on Tmall, it defeated many traditional chicken feet giants to become the No.1 in the chicken snack category. How did it do it? According to China Industry Information data, the retail market size of China's leisure braised food industry reached 106.5 billion yuan in 2019, expected to grow to 123.5 billion yuan in 2020, with a compound annual growth rate of 18.0% from 2016 to 2020. Braised products are a unique industry in China, with a history of over a thousand years, but truly rose after the reform and opening up, and are now in a period of rapid growth.
何年Traffic is Bullshit!
All business value is based on user value; traffic has no value to users and can only be monetized when attached to products. The article argues that businesses should focus on products and customers, not chase platform traffic.
苗庆显Another Confirmation: CNIPA Rules Red Bull Gold Can Packaging Rights Belong to TCP Group
The China National Intellectual Property Administration (CNIPA) recently rejected a request by Red Bull Vitamin Beverage Co., Ltd. (Beijing Red Bull) to invalidate the three-dimensional trademark for 'Red Bull REDBULL' (No. 11460102), confirming that TCP Group is the rightful owner of the Red Bull gold can packaging and trademark. This is not the first time Beijing Red Bull has challenged TCP's rights, and all previous attempts have failed.
澄韵A Salesperson with 5 Brand Apps on One Phone: Can They Really Do the Job?
As channel digitalization software becomes more widespread, almost all brand owners require their salespeople to use their own terminal systems, or they impose measures on distributors. This has led to the phenomenon of 'shared salespeople' who must juggle multiple systems, resulting in inefficiency and frustration for all parties. The article argues that terminal systems should be seen as tools empowered by marketing thinking, not as a means of excessive supervision, and that their core value lies in improving performance through process management and data-driven decision-making.
高级研究员 海游After Nongfu's IPO, Making Distributors the New Leeks: What Kind of Water Deserves More Cherishing
The pandemic has advanced Chinese people's health awareness by at least a decade, leading to a surge in demand for health products and services, especially functional bottled water. As the market for mid-to-high-end water explodes, Xipin Tiancheng's 'Buxi Water' aims to partner with distributors to tap into the vast selenium-supplement market, offering a rare natural mineral water source from China's selenium-rich Qinba valley.
New DistributionNongfu Spring and Uni-President's Supplier Files for IPO: Why Is the Tea Industry So Eager for a 'First Stock'?
On July 3, the China Securities Regulatory Commission (CSRC) published the prospectus of China Tea Co., Ltd. (hereinafter 'China Tea'). A subsidiary of COFCO, China Tea is one of the tea suppliers to beverage companies such as Nongfu Spring and Uni-President. The company had submitted its materials on June 18, 2020, and they were accepted on June 24. For a long time, the A-share market has lacked a true tea stock. Although China Tea attempted to list nearly 20 years ago, it failed for various reasons. Will this attempt succeed?
New DistributionThe New White Battlefield: Dairy Growth Goes Beyond Miaokelanduo
Once overlooked, 'nutrition' has become the decisive factor. Consumption upgrading can be considered from two dimensions: concept and quality. In the dairy industry, it mainly means recognizing the health value of dairy products. Objectively, domestic companies have been slow in this regard. To meet the demand of 'letting all Chinese people drink milk,' early operations and marketing focused more on brand building than on better products, gradually deviating from the core value of 'nutrition.' As consumption upgrading accelerates, consumers are shifting from brand focus to product focus, with increasing demands for nutrition.
元气酱Juneyao Health IPO Approved, but Why Did the Issuance Review Committee Question the Number of Distributors?
The CSRC website recently published the results of the 97th meeting of the 18th Issuance Review Committee in 2020, showing that Hubei Juneyao Health Beverage Co., Ltd. ("Juneyao Health"), which had previously suspended its IPO process due to its capital verification firm being involved in the Kangdexin financial fraud case, passed the review. However, during the review, the committee raised questions about changes in the number of distributors and the high proportion of OEM production.
New DistributionInterview with Yihai Kerry's Chen Bo: From Zero to 100 Billion, What Has Arawana and China's Grain and Oil Industry Experienced?
Chen Bo, Managing Director of Yihai Kerry Food Marketing Co., Ltd. and Director of the Consumer Products Division of Yihai Kerry Group, shares his 24-year journey from an industry outsider to a seasoned professional, witnessing two revolutions in China's edible oil industry and the rapid development of the FMCG sector.
味觉大师In 2020, Digitalization Is Becoming the Top Priority for All FMCG Manufacturers
In 2020, had the pandemic not occurred, all industries would have continued along the plans designed the previous year. However, the sudden outbreak made every enterprise realize the 'blind spots' in their business operations. Digitalization, a topic often discussed in recent years, has been mentioned in meetings of every enterprise to varying degrees. Whether it is promoted this year or next, or gradually introduced through a specific project, the timing, importance, and methods differ in each enterprise's operational priorities.
New DistributionIce Cream Internet Celebrity Battle: Why Do We Only Remember Zhong Xue Gao and Zhongjie 1946?
With the development of internet commerce and upgraded consumption levels, a larger ice cream market is gradually opening up. More and more ice creams like Zhong Xue Gao, Double Yolk, Coconut Ash, and Zhongjie 1946 have emerged with high appearance and new flavors, becoming new favorites among consumers. So why is it that among internet-famous ice creams, some only make us remember the product, while Zhongjie 1946 and Zhong Xue Gao make us remember the brand? Facing severe market homogenization, what changes have occurred in the 'underlying logic' of creating an internet-famous ice cream?
陈文Children's Snacks Usher in a New Era: Can Leading Brands Open Up a 100-Billion-Yuan Market?
In the consumer market, it's often said that women and children's money is the easiest to earn. Data confirms this: with China's consumer base reaching 1 billion, there's immense potential for all consumer goods to be reinvented. However, the current attention to children's consumption is insufficient, with few leading brands and uneven quality, making the children's economy a vast blue ocean full of opportunities.
澄韵Live Streaming Determines How Much You Sell, Brand Determines How Much You Earn
Live streaming is undeniably the hottest marketing method in 2020, with many advertisers shifting brand marketing budgets to it. While it can quickly boost sales and clarify ROI, the question arises: is branding still necessary? After the boom, rationality returns, and reflections on live streaming are increasing, with the biggest concern being that brands lose their way in it. The article argues that live streaming is just a marketing tactic and most live streams do not enhance brand equity, emphasizing the distinction between marketing and branding.
寻空2009Reversal: Laoganma's Latest Response, 'No Cooperation with Tencent at All!'
In response to Tencent's lawsuit, Laoganma has responded, saying 'Tencent was deceived, and there has been no cooperation with Tencent at all,' and issued a related statement. Tencent sued Laoganma for unpaid advertising fees, while Laoganma strongly denied any commercial cooperation, leading to a heated dispute. The truth behind the incident is now under police investigation.
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