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Senior Data Marketing Expert Wang Zeyun: What User Personas Teach Us
The following is a transcript of a presentation by renowned data marketing expert, best-selling author, and Ogilvy Group Data Marketing Director Wang Zeyun at the FDIC 2018 China FMCG Digital Innovation Conference, edited by New Distribution. She discusses why ineffective marketing occurs, which consumer data is most useful for improving marketing efficiency, and how to find target users.
王泽蕴Why Do Traditional Brands Lose to Underdog Companies in WeChat Business?
In recent years, WeChat business performance rankings often surface in moments, with listed companies' sales easily exceeding 1 billion yuan, and those below this figure are embarrassed to show their faces. The miracle creators are mostly underdog companies you've never heard of, just emerging recently (using 'underdog' here without any offense), while well-known traditional enterprises rarely make the list. Of course, there are also excellent offline-performing companies and brands entering WeChat business, such as Liby, Hanshu, and Hanhoo, which have entered the WeChat business field...
张兵武Is New Retail a Nightmare for Brand Owners? Yes, Retailers and Brand Owners Are Naturally Hedged
This article warns that new retail models, through vertical integration, user privatization, and C2F logic, may marginalize brand owners by shifting value to retailers or platforms. It argues that while new retail can be a nightmare, brand owners can counter by adopting new marketing strategies to connect directly with consumers.
刘春雄In the Era of Industrial Internet, How Can B2B Truly Empower FMCG Brands?
Dr. Rui Yun points out that retail has entered a new era, where the core of all retail revolutions is efficiency, specifically improving brand operational efficiency and consumer lifestyle efficiency. B2B is the winning weapon to connect factories to endpoints in the new maritime era of FMCG.
芮赟Deep Marketing: Open One Market at a Time, Work One Township at a Time, Run One Event at a Time!
There is a model that has been successfully marketed in China for nearly 20 years, and companies that execute it well essentially have no rivals. This is the deep marketing model, which is particularly suited to China's market conditions: first, the urban-rural and regional differences are large, the population is dense, and the market has many levels, with relatively asymmetric consumer information and highly fragmented channels, so no brand can unify the market by planting its flag from first-tier directly into third- and fourth-tier markets. Second, the population is very dense, market integration is poor, but regional market consumption density is relatively high, making it ideal to first dominate a region and then expand progressively.
New DistributionNestlé Launches 'Acti-V' New Product, Targeting China's Ambient Yogurt Market!
Ambient yogurt, a hot category in recent years, is favored by consumers. In terms of industry landscape, ambient yogurt is a major business for China's top three dairy companies (Bright Dairy, Yili, and Mengniu), and competition is fierce. However, the 'three-way battle' may soon be broken, because Nestlé is here! The development of ambient yogurt: As a nutritious and healthy food, yogurt accounts for over 50% of the liquid milk market in some developed countries and regions. (Data source: China Business Intelligence Network) In recent years, with the enhancement of Chinese residents' health awareness, dairy...
New DistributionThe 'Nine Swords of Solitude' for Digital Transformation of FMCG Brands
Ren Xiaodong believes that FMCG brands currently face the problem of old products not selling and new products not moving, the essence of which is that brands solve problems with a 'grabbing red envelopes' mindset rather than a 'giving red envelopes' mindset. The solution lies in refining existing stock, expanding increment, and redefining product portfolios, while firmly grasping traffic, aggregating multi-channel resources, and achieving the integration of three networks: e-commerce, human, and ground networks. This content is from the speech delivered by Ren Xiaodong, Secretary-General of the E-Commerce Association's FMCG Branch and partner of New Distribution, at the 'Brand Innovation Growth Forum' on the afternoon of the 22nd at the FDIC 2018 China FMCG Digital Innovation Conference.
任小东After 3 Years of R&D, Creating 8 Industry Firsts, This Liquor Aims to Be the No.1 Happy Baijiu Brand. What Do You Think?
This article introduces the new baijiu brand 'Wei Xiaozui' (唯小醉), which after three years of development claims eight industry firsts. It positions itself as the 'Happy Baijiu No.1 Brand' by leveraging the ultimate value of joy in the baijiu industry and the 'small drunk' culture. The brand employs entertainment marketing with eight interactive features including QR code red packets, social text and image sharing, Douyin influencer collaboration, free doodling, drinking games, and physical bottle combinations.
New DistributionWang Jinghua, Founder of Miduo Big Data: The Underlying Logic Behind 10x Growth for FMCG Brands in the DT Era!
This article is a transcript of Wang Jinghua's speech at the FDIC 2018 China FMCG Digital Innovation Conference, where he discusses the underlying logic behind 10x growth for FMCG brands in the DT era. He emphasizes the shift from product-centric to user-centric approaches, the importance of user data asset privatization, and the role of One Product One Code in building user account systems.
首席增长官Can New Retail Save a Traditional Manufacturer?
The marketing situation for manufacturers is dire, with few exceptions. Many bosses are unaware of their brand's WeChat Index, and industry conferences are dominated by New Retail topics. However, New Retail alone cannot save manufacturers; they need New Marketing to gain independent traffic and avoid being at the mercy of retail platforms.
刘春雄Can Xiangpiaopiao Still Circle the Earth Several Times? The Helmsman Says: I Feel Wronged
Xiangpiaopiao, known for selling 1.2 billion cups a year and circling the earth four times, released its first earnings report after listing, showing revenue growth but a net loss of 54.586 million yuan. Chairman Jiang Jianqi expressed frustration that the market focused only on the net loss, not the revenue increase, as the company faces growth challenges after more than a decade.
郑淯心 可杨Liu Chunxiong: Brands focus on 'broadcasting' to reinforce memory; IP emphasizes 'transmission' for social sharing
Liu Chunxiong, a renowned marketing expert, argues that while traditional brand-driven marketing relies on 'broadcasting' to reinforce memory, the new IP-driven approach emphasizes 'transmission'—making people like you so much that they willingly share your message without payment. He explains how leveraging social media and community connections can maximize marketing efficiency in the digital age.
刘春雄Mengniu's Transformation: What Are the Odds for an Ambient Milk Giant Venturing into Pasteurized Milk?
Pasteurized milk is expected to become the main battlefield of China's dairy industry in the 'new decade.' As market competition intensifies, the dynamics between the two major liquid milk camps are subtly shifting. It is reported that profits for ordinary ambient milk have dropped to near 'dumping' levels, prompting dairy companies to focus on high-end markets and the rapidly growing pasteurized milk segment. Mengniu and Yili have repeatedly denied rumors of entering the pasteurized milk market, but in early this year, Mengniu quietly launched three fresh milk sub-brands in Hangzhou, officially entering the fray.
叶碧华 詹戈萌Industry Leaders Gather: A Regional Distributor Development Alliance Event Just Beginning!
The FDIC2018 China FMCG Digital Innovation Conference, hosted by New Distribution and co-organized by the China E-Commerce Association FMCG Industry Branch, was held grandly at the Shanghai Baohua Marriott Hotel Conference Center from August 22 to 24. It attracted over a thousand distributors, manufacturers, and internet companies from across the country, with a full house and unprecedented scale. On the afternoon of August 22, four parallel forums were held: the New Distributor Forum, the Deconstructing New Marketing Forum, the Brand Innovation Growth Forum, and the Interpreting Regional Dominance Forum. The following content is an excerpt from the 'Interpreting Regional Dominance Forum' hosted by Zhongke Shangruan and New Distribution.
New DistributionLiu Chunxiong: New Marketing, Rebuilding Marketing Driving Force
At the FDIC 2018 China FMCG Digital Innovation Conference, marketing expert Liu Chunxiong shared his insights on new marketing, emphasizing the shift from traditional brand and channel driving forces to IP and community-driven approaches in the internet era.
刘春雄Niu Enkun: Dispelling the Fog of Marketing
Niu Enkun, chairman of Liangjian Consulting and an expert in internet community marketing, shares insights from two years of studying new marketing cases, emphasizing the need to understand underlying logic and causal patterns to see through marketing illusions and achieve sustained success.
New DistributionWhy Do Traditional Brands Lose to Underdog Companies in WeChat Business?
This article explores why traditional brands often underperform compared to new, unknown 'underdog' companies in the WeChat business (micro-commerce) sector. It attributes this to factors such as traditional brands' need to balance existing channel relationships, regulatory caution, and lack of aggressive recruitment tactics, while highlighting the revolutionary advantages of micro-commerce itself, including low barriers, high efficiency, and its nature as a sharing economy.
张兵武Ten Practical Guides for Salespeople to Become a Million-Dollar Marketing General Manager! (Essential Reading for Marketing Professionals)
Every salesperson aspires to become a marketing general manager for higher returns, and every marketing general manager started as a salesperson. To achieve this, mastering the following ten essential guides will surely bring rewards: training ability, planning ability, foresight, control, distribution, execution, learning, tracking, service, and thinking.
赵正强Red Bull China Trademark Dispute Progresses: Joint Venture Withdraws Lawsuit Against Thai Tiansi Over Trademark Ownership
Red Bull Vitamin Drink Co., Ltd. ("Red Bull Vitamin") withdrew its lawsuit against Thai Tiansi Pharmaceutical & Health Products Co., Ltd. ("Thai Tiansi") over the ownership of the Red Bull trademark on August 14, just before the scheduled hearing on August 16. Industry experts believe the withdrawal indicates a lack of strong legal grounds, and the ongoing dispute may harm the brand's market position.
李振兴No First-Tier Brands, No Logistics Fees—How Did He Achieve Annual Sales Over 100 Million and Profits Over 10 Million?
In the FMCG distribution sector, dealers have generally gone through three generations: 1.0 era, before reform and opening up, dominated by department stores and supply and marketing cooperatives, mostly 'official merchants'. 2.0 era, after reform and opening up, some left the state-owned system and formed wholesale markets, known as 'sitting merchants'. 3.0 era, as competition intensified, some 'sitting merchants' began to go out, doing delivery, business visits, and terminal execution, known as 'traveling merchants'. However, Li Xintao believes that today's 'traveling merchants' are essentially still doing what 'sitting merchants' do, just delivering goods to stores instead of waiting for orders. He argues that a true 'traveling merchant' is one who has the ability to promote new products and operate the market. As a dealer focusing on non-first-tier brands, he outsourced warehousing and distribution to focus on sales promotion, and also invested in over 120 vending machines in Zhengzhou, all profitable.
袁来A Grand Event in the FMCG Sector: Countdown to Day 5!
The FDIC 2018 China FMCG Innovation Conference, organized by New Distribution and guided by the FMCG Branch of China E-Commerce Association, will gather leading FMCG brands like Coca-Cola, Mengniu, Uni-President, Bright Dairy, Tsingtao Beer, P&G, Nestlé, Unilever, Lai Yifen, and RIO, along with thousands of distributors, to explore digital transformation and growth strategies. The conference features expert sessions on digital marketing, channel innovation, and supply chain efficiency, offering practical insights for brand owners and distributors.
FDIC2018Is the 4P Marketing Mix Outdated?
Liu Chunxiong, a professor at Zhengzhou University and founder of the New Marketing system, argues that the traditional 4P framework should be reimagined as '4P all communication,' where every marketing activity is designed to be communicative. He explains how product, channel, promotion, and price can each be leveraged to generate independent traffic and drive brand growth in the digital age.
刘春雄Coca-Cola Splashes Cash, Buying Up Brands
According to foreign media reports, Coca-Cola is about to become the second-largest investor in sports drink brand BodyArmor. This move is expected to give the beverage giant ownership of the second and third largest brands in the U.S. sports drink market, challenging Gatorade's dominance.
New DistributionExclusive | Following Mengniu and Wahaha, Dali Group Officially Enters WeChat Business, Aiming to Seize the Short-Shelf-Life Snack Market!
New Distribution has exclusively learned that Dali Group's WeChat business project, the new brand 'Frota', has entered platform internal testing. The first phase of testing began on August 13, 2018, and the first product, 'Fuxiaoxian Cake', is set to launch online on August 18. This move follows other major FMCG brands like Mengniu and Wahaha into social e-commerce, as Dali aims to capture the growing short-shelf-life snack market.
袁来