NEW DISTRIBUTION RESEARCH TOPIC
How can brands grow beyond price competition?
Evidence and cases on product strategy, category innovation, marketing, and channel coordination in China’s consumer market.
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4701 articles · Page 188 of 196
7 Days to Master Micro-Marketing ➏
This is the sixth in a seven-part series on micro-marketing using WeChat. It covers how to conduct simple market research via WeChat Moments, segment friends into groups, and use different scenarios and scripts to add customers, illustrated through a dialogue between mentor Ling Yi and apprentice Xiao Bai.
零一7 Days to Master Micro-Marketing ➎
This article is the fifth in a series on micro-marketing via WeChat. It emphasizes that to make money, you must first build an audience, and explains how to match products with target audiences by understanding their needs and creating value through packaging and touchpoints.
零一7 Days to Master Micro-Marketing ➍
This article is the fourth in a seven-part series on micro-marketing via WeChat, emphasizing the importance of building personal credibility before engaging in soft marketing. It advises against direct advertising, advocating for subtle, content-integrated marketing, and provides practical tips on account nurturing, personal image, private chats, and managing Moments.
New Distribution7 Days to Master Micro-Marketing ➌
This article is the third in a seven-part series on WeChat micro-marketing, focusing on techniques for gaining followers. It emphasizes the importance of profile optimization, content quality, and targeted follower acquisition over sheer quantity, offering eleven specific methods.
New DistributionNew to the Industry: Where to Start?
This article offers guidance for newcomers to marketing, emphasizing the importance of understanding the industry, building relationships, mastering operational processes, aligning with corporate culture, and improving marketing skills.
陈志平7 Days to Master Micro-Marketing ➋
This article is the second in a seven-part series on micro-marketing using WeChat. It covers basic WeChat knowledge, including personal accounts, subscription accounts, service accounts, and enterprise accounts, with practical tips on setting up profiles for marketing purposes.
New Distribution7 Days to Master Micro-Marketing ➊
This article is the first in a seven-part series on micro-marketing using WeChat, starting from zero. It emphasizes the importance of mindset, product quality, and reputation, and provides practical advice for grassroots entrepreneurs.
零一The Deep Reasons Behind Wahaha's First-Ever Sales Decline in 2014
Large and medium-sized food enterprises in China are hitting growth ceilings, with new product sales underperforming due to shallow parent brands. The core issue is the failure to upgrade from a shallow brand to a deep brand, which requires emotional and cultural value to enable brand extension and drive growth.
翁向东Strategies and Techniques for Developing the Campus Channel
According to relevant data, there are 18.488 million college students and 227 million primary and secondary school students in China, aged 6 to 28, who are the backbone of beverage consumption. Taking college students as an example, excluding tuition and fees, their average annual expenditure is 4,000 yuan per person, representing an 80 billion yuan market. Therefore, it is said that 'those who win the campus win the future, and those who win the future win the world.'
李庆华Development and Management of the Baijiu Market in Townships and Rural Areas
This article discusses the development and management of the baijiu market in township and rural areas, focusing on channel setup, customer selection, channel management, and business operations. It emphasizes the importance of understanding local consumption characteristics, building a distribution network, and maintaining price stability.
New DistributionAnatomy of Promotion: Four Essentials and Three Taboos
Promotions are often seen as a cure-all, but they can yield three outcomes: success, break-even, or loss. To succeed, promotions must have suitable products, right timing, good methods, and a proper degree. Avoid changing strategies, extending time indefinitely, and offering defective products.
李作亚The FUN Principle for Selecting Promotional Items
Promotional items are like salt in the 4P marketing mix: seemingly insignificant but crucial for the right flavor. Choosing them wisely, based on market conditions, can yield outsized results. The FUN principle—Funny, Unique, Necessary—guides effective selection to drive sales and engage consumers.
王磊Practical Tips: 6 Useful Consumer Psychology Principles
Are consumers really fools? This needs to be viewed from two sides. Sometimes they are foolish beyond reason, sometimes they are shrewd beyond measure. Fools are the happiest people in the world, but there aren't that many fools; it's just that their intelligence goes dormant at certain times. When it goes dormant depends entirely on the consumer's psychology. So we have invented various marketing strategies, and the essence of marketing is a psychological game with consumers. Consumers typically have the following psychological traits...
始稷The Eight-Step Guide to Special Price Promotions
Special price promotions are one of the most direct and effective ways to stimulate consumer purchases, but they can be a double-edged sword. This article outlines eight key aspects of executing successful special price promotions, including market timing, forms, side effects, suitable products, operational techniques, precautions, specific implementation, and strategies to counter competitors' promotions.
张汉文Weak Regional Markets Need a 'Crazy' Marketing Team
This article discusses the challenges of managing a weak regional market and proposes building a 'crazy' marketing team to turn it around. It outlines strategies for team environment, morale, leadership, goals, personnel management, execution, systems, and learning.
朱朝阳Three Ways to Make Money with Short-Term Products
Many companies mistakenly expect short-term products to pave the way for profitable long-term products, but often end up with short-term products in high demand and long-term products ignored. This article outlines three effective strategies for making money from short-term products: leveraging scale for profit, using product structure for profit, and operating short-term products with a long-term approach.
崔自三Business is Tough, Where Have Consumers Gone?
Consumption is declining, but where have consumers gone? While the amount and frequency of consumption haven't decreased, the demand for food products has, indicating a shift in consumer demand. This shift can be categorized into four directions: brand switching, channel switching, category switching, and upward migration. Understanding these shifts is crucial for reversing sales declines.
牛奔Diary of a Marketing Director [8 Entries]
This article presents eight reflective entries from a marketing director's diary, covering topics such as challenging conventional rules, changing communication environments, the importance of communication, management methods, persistence, strategy, process versus results, and not complaining after making choices.
崔迎10-Year Marketing Director's 100 'Straight Talk' Quotes on Marketing
A seasoned marketing director shares 100 candid insights on career, management, and life in the FMCG industry, emphasizing the importance of self-motivation, practical wisdom, and navigating corporate politics.
盛斌子Strategies and Techniques for Beverage Companies to Develop the Foodservice Channel
This article discusses the importance of the foodservice channel for beverage brands, offering strategies for distribution, shelf placement, and consumer engagement to drive sales and brand loyalty.
李庆华Before 30, Don't Expect to Earn Much Money!
This article advises that before age 30, career positioning and planning are more important than earning money. It outlines five key steps: analyzing hobbies, personality, and strengths; choosing the right industry; specializing in a career path; selecting the right company; and creating a career plan for the years before 30.
New DistributionThe Historical Evolution of Marketing Theory!
This article traces the evolution of marketing theory from the classic 4P framework to the more customer-centric 4C, 4S, 4R, and 4V models, explaining their core concepts and applications in modern business strategy.
New DistributionRegional Manager – If Your Market Isn't Performing, It's Because You Don't Know How to 'Hatch Eggs'!
A competent regional manager knows that market success hinges on resource integration, but market expenses are not handed out by the boss—they must be earned. This article explains why some regional managers fail, likening them to chickens that don't hatch eggs, and offers strategies for allocating and leveraging market expenses effectively.
刘连喜How Salespeople Can Use Marketing Black Holes to Become Millionaires?
This article discusses various marketing black holes that salespeople exploit to enrich themselves, such as taking kickbacks, falsifying reports, and embezzling funds, while also highlighting the need for companies to tighten management.
胡逢春