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3215 articles · Page 76 of 134
Traditional Marketing vs. New Marketing: Where Lies the New Underlying Logic?
The article contrasts traditional and new marketing, highlighting shifts in traffic logic, rising communication costs with declining efficiency, and market fragmentation. It outlines four transformations (product, marketing, channel, organization) and four stages (perception, delight, reach, service) for adapting to the new marketing era.
赵波P&G's Performance Continues to Face Pressure: Expanding Brands Again, but Multi-Brand Strategy Encounters Awkwardness
P&G, which has cut nearly 80% of its brands, is once again in acquisition mode amid ongoing performance pressure. The company recently announced the acquisition of health and beauty company Walker & Company, aiming to expand its diversified business. Despite previously slashing its brand count from over 300 to 65 to boost performance, the results have been lackluster.
刘洋 白杨"No Middleman to Earn the Difference" Is the Biggest Marketing Lie (Continued)
Although "the consensus of fools" is also consensus, it quickly collapses once the trend passes. In recent years, various industries have been swept by a trend of "disintermediation." This trend demonizes middlemen and distorts business laws. Many people, under the banner of "removing middlemen," become middlemen themselves, claiming not to earn the difference while profiting from both sides. Many manufacturers, who actually operate B2B2C businesses, are misled into directly selling to consumers, only to find themselves doing more work for less profit.
苗庆显Jiangxiaobai Founder: My 10 Insights on Industry and Growth
Please read this article with the following thought-provoking questions in mind. Since 2000, the new liquor brands that have successfully achieved national expansion include Shui Jing Fang, Shede, Guo Jiao 1573, and Yanghe Blue Classic, each with its own characteristics and strengths, all worthy of study. However, in the 15 years since 2003, only Jiangxiaobai has managed to successfully go national and establish a firm foothold as a strong player. Why? Growth and success are designed. Amid predictions that it wouldn't last a year, Jiangxiaobai has become a mainstream Chinese liquor enterprise, building a full industry chain, large farms, and large distilleries, already a powerhouse in the industry.
品叔Xiang Piao Piao's Dilemma: How to Break Through with Single Product and Marketing Struggles?
Xiang Piao Piao faces a dilemma between advertising and profit. Since 2017, the company has launched liquid milk tea and juice products to mitigate seasonal risks, but the associated marketing expenses have created a predicament. The company's main product is solid cup milk tea, leading to seasonal revenue fluctuations due to product singularity. Industry insiders suggest that Xiang Piao Piao may be dominated by huge advertising costs in the future.
New Distribution2019, the Douyin Operation Guide You Need as a Brand
Every day, over 150 million people browse Douyin, with monthly active users exceeding 300 million and daily video views surpassing 10 billion. Douyin users spend an average of over 80 minutes per day on the app, launching it about 6 times daily, making short videos a new communication channel after Weibo and WeChat. Data source: Haima Big Data. Unlike WeChat and Weibo, Douyin feels warmer, allowing us to feel the emotions of performers through lively videos, whether resonating, captivating, or making us laugh.
新经销JackYang Shanshan, Vice President of P&G Greater China Brand Management: How P&G Wins the Hearts of the Post-00s?
This article is a sharing by Yang Shanshan, Vice President of Brand Management at P&G Greater China, on P&G's insights into post-00s consumers. In her speech titled "New P&G, Heart Marketing," she discussed that although P&G has been in the Chinese market for 30 years, it still considers itself a young company. She said, "I don't want to talk about the post-90s; I want to talk about the post-00s, and CQY with these 147 million post-00s." The following is the transcript of her speech (organized by Morketing).
MorketingDeep Dive: The Communication Logic for Brands Has Fundamentally Changed!
Years ago, when I first heard the term 'brand-effect integration,' I was repulsed by it. I believed that if you wanted a brand, you shouldn't consider short-term results, and if you wanted results, you could just offer red envelopes, lucky draws, or discounts. I always thought brand and effect were opposites, like the poles of a magnet, unable to be integrated. However, given the current economic environment, internet communication landscape, and consumer cognition, which have undergone disruptive improvements, we need to adopt a new mindset toward 'brand-effect integration.' I believe it is now achievable. Note: the brand-effect integration I'm referring to is not about adding promotional information or QR codes to creative ads, but rather a more abstract approach that may yield higher conversion rates.
杨不坏From Zong Qinghou to Zong Fuli: Can Wahaha Rise from the Ashes?
Recently, Zong Fuli was appointed as the head of Wahaha Group's Public Relations and Brand Department, which is interpreted by the industry as a prelude to her full takeover of Wahaha. For over a decade, the Wahaha scepter has been held by Zong Qinghou on one end and his daughter Zong Fuli on the other. Meanwhile, the joint distribution model that once made Zong Qinghou proud is now facing challenges from the internet in the information age. How can Wahaha achieve rebirth and find a way out?
邓大洪First Look! Can Wahaha's 10 New Products Turn the Tide?
Wahaha recently held its 2019 sales work conference and new product launch in Hengdian, themed 'Co-creating the Power of All Drinks', gathering distributors, suppliers, and sales staff nationwide. At the meeting, Zong Qinghou stated that in 2018, with the efforts of all distributors and sales personnel, the company resumed growth, and despite the impact of industrial restructuring, opportunities outweigh challenges for Wahaha. As a leading beverage company, Wahaha's new products are highly anticipated each year.
New DistributionA Brief History of Marketing: A Century of Marketing in One Article
To explain marketing, we start with pig slaughtering. In the era of mass production, the Ford Model T, introduced in 1908, revolutionized manufacturing with assembly line techniques, leading to unprecedented efficiency and low costs. This article traces the evolution of marketing through the product era, user era, competition era, and the modern era of openness and return to human values.
空手Lolo Loses Favor
Chengde Lolo, which holds 90% of the almond milk market, has seen declining sales for years as younger consumers turn away. Despite a 'Buddhist' management style and a focus on dividends over reinvestment, the company is now attempting to rejuvenate its brand with new products and marketing efforts.
有趣有料的The Second Half for Marketers
Despite the prevailing gloom, the author firmly believes that the golden age of China's marketing industry is approaching. As the Chinese economy transitions from filling market gaps to building brands, marketing will become crucial, and Chinese marketers are poised to lead the next global marketing system.
杨不坏Cross-Industry Marketing: What Exactly Are We Crossing?
Young people now dominate the domestic consumer market, prompting brands to resort to cross-industry marketing to capture attention. However, successful cross-industry collaboration requires aligning with core brand objectives, not just creating buzz, as illustrated by four types of cross-industry marketing: brand, user, scenario, and product benefit.
西蒙书生What You Know About WeChat Business Might All Be Wrong: Understanding WeChat Business Here
To understand WeChat business, we must start with the entire business ecosystem. The logic of traditional offline 'store commerce' (Wanda, Suning) and PC-era 'e-commerce' (Taobao, JD) is the same: no foot traffic for stores, no traffic for e-commerce, both are water without a source. The essence of WeChat business is turning people into touchpoints, reducing distribution channels, and turning Moments into a touchpoint between people to sell products. Its advantage lies in its 'self-expanding' incentive mechanism, but this is also its biggest weakness, as it can easily cross boundaries and lead to illegal activities. The future of WeChat business lies in models like Yunji, which provide centralized procurement and platform support, potentially becoming the fourth pole of Chinese e-commerce.
刘润Three Criteria to Determine a Good Product
Marketing begins before production! Instead of producing a product and then figuring out how to market it, you should design a product that sells well before production. Only by truly understanding this can you plan products effectively. This article proposes three criteria for a good product: visible, perceptible, and provable.
王宏君Chinese Consumers Have Completely Changed
Chinese consumers have fundamentally changed, driven by shifts across seven dimensions including age, education, income, housing prices, consumption attitudes, consumer confidence, and urban generational differences. These changes, combined with economic transitions, have made it impossible to appeal to consumers with a one-size-fits-all approach, as evidenced by data from Vipshop showing rational spending and the rise of domestic brands.
沈帅波Inventory: Are Major Brands Accelerating Their Layout in Unmanned Retail, a Prediction of the Market or a Defense of Their Brands?
According to Kantar Retail, when per capita GDP reaches $10,000, consumer demand for vending machines will explode. AC Nielsen also predicts that in the coming years, the Chinese market will add 50,000 to 100,000 vending machines annually, and 350 million people in coastal cities will use them regularly. A research report by China Investment Securities last October showed that the number of vending machines in China grew from 62,000 in 2006 to about 200,000 in 2016. If the growth rate of vending machine ownership in China is 25% from 2017 to 2020, the number is expected to reach 1.54 million by 2020, with a market space of 51 billion yuan from 2017 to 2020. Among these, the rapid development of brand-specific vending machines by FMCG brands has provided strong impetus for the industry's explosion.
张卓The Predicament of "Traditional" Marketing "Veterans"!
Marketing personnel form a vast force in the FMCG industry, with the backbone being veterans with years of experience. Facing the rapidly changing industry landscape, these veterans feel increasing pressure and confusion about the future, manifested in six aspects: difficulty in maintaining performance, difficulty in transformation, difficulty in changing careers, difficulty in entrepreneurship, difficulty in balancing family and work, and difficulty in career development.
戈军珍Deep Distribution Fails, Advertising Ineffective: How Can Brand Owners Build a New Marketing Operations System in the Post-Deep Distribution Era?
The Chinese market is vast and deep. Before the internet, brand owners used a model of large single products, mass production, extensive channels, and retail to reach consumers. However, as market growth slows and consumer behavior changes, the traditional deep distribution model is failing, prompting the need for a new marketing system that combines deep distribution with precision distribution.
赵波IDG Capital's Yan Yisheng in Conversation with Jiangxiaobai's Tao Shiquan: A Toast to Youth?
As a disruptor in the baijiu industry, Jiangxiaobai spent nearly seven years exploring and secured half a ticket to becoming a national brand—covering about 50% of urban markets—and reached the scale of a national brand. In fact, it took just over a year to expand from Chongqing to the national market. In this dialogue with founder Tao Shiquan, we discuss new brands, category rejuvenation, consumption upgrading, user value, going global, marketing, and brand building.
IDG君Why Will Giants Gradually Eliminate Marketing Departments?
As social media companies become the new marketing firms, traditional marketing companies and departments face an uncertain future. In the digital marketing era, the traditional marketing funnel theory is losing effectiveness, and the explosion of social media has turned every consumer into both a touchpoint and a communication node, shifting market power to consumers.
米尔顿·科特勒What Key Work Points Should a Regional Manager Include in Their 19-Year Marketing Plan?
Regional managers are the backbone of a company's sales team and play a crucial role in achieving sales targets. A well-crafted annual marketing plan is essential for their success, as it guides their daily work. This article outlines the four main lines of a regional annual marketing plan and the key contents it must include.
戈军珍Deep Distribution: Why It Became the Best Chinese Marketing Practice of the Past Fifteen Years
Deep distribution, as the best Chinese marketing practice in the FMCG industry over the past fifteen years, is a fact. Its essence, according to Shi Wei, is 'staying close to customers,' which in practice meant 'staying close to terminals' because terminals are close to customers. This article explains the logic behind this phenomenon, emphasizing the 'trinity' of cognition, transaction, and relationship at the terminal level, and why it has been so effective in China.
刘春雄