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Marketing Strategy

20 articles · Page 1 of 1
Digital Planet
Digital Planet
Jun 18, 2026 · Industry Insights

How Yanjing Beer Turned Weakness into Strength with Full‑Scale Fan Sales

Facing a market share of just 10.3% in 2020 and a seven‑year sales decline, Yanjing Beer revived its fortunes by concentrating all resources on the U8 product, applying the three‑step opportunity‑identification framework, shifting performance metrics from volume to profit, and leveraging targeted pricing, celebrity endorsements, and digital fan‑engagement tactics to achieve a 63.7% profit jump and a 20%+ annual sales growth by 2025.

Brand RevitalizationFull‑Scale Fan SalesMarketing Strategy
0 likes · 22 min read
How Yanjing Beer Turned Weakness into Strength with Full‑Scale Fan Sales
Digital Planet
Digital Planet
Jun 12, 2026 · Industry Insights

How Jian Nan Chun Became the ‘Banquet King’ with Full‑Field Fan‑Based Marketing

Amid a historic downturn in China's white‑liquor market, Jian Nan Chun transformed its banquet‑centric sales by deploying a full‑field fan‑sales (全域粉销) model that links product, channel, scenario and communication forces, turning every banquet into a data‑driven relationship asset.

Banquet MarketingConsumer RelationshipFull‑field Fan Sales
0 likes · 31 min read
How Jian Nan Chun Became the ‘Banquet King’ with Full‑Field Fan‑Based Marketing
Digital Planet
Digital Planet
Jun 5, 2026 · Industry Insights

Baijiu: B2B Is a Red Sea, B2C Holds the Future

The Chinese baijiu market has long relied on a channel‑driven B2B model that inflates sales through stockpiling, but rising consumer demand for personalized experiences and the rise of digital tools make a shift to B2C the only viable path, with 2026 poised as the breakout year.

B2BB2CBaijiu
0 likes · 7 min read
Baijiu: B2B Is a Red Sea, B2C Holds the Future
Digital Planet
Digital Planet
May 31, 2026 · Industry Insights

Unlocking “Scene Power”: Why Modern Consumers Choose Experiences Over Products

The article explains how “scene power” reshapes consumer behavior in an era of abundant material goods, describing a three‑layer logic—attraction, immersion, and conversion—while showing how instant retail, space equalisation and competition‑boundary collapse turn everyday locations into compelling consumption scenes.

Consumer BehaviorMarketing Strategydigital transformation
0 likes · 12 min read
Unlocking “Scene Power”: Why Modern Consumers Choose Experiences Over Products
Digital Planet
Digital Planet
May 29, 2026 · Industry Insights

Nine Leading Chinese Liquor Brands Launch T9 50ml Mini Bottle to Kickstart Full‑Domain Fan‑Based Sales

The Chinese Liquor Association and Meituan Flash Purchase teamed up nine top brands to launch a 50ml "T9" mini bottle, shifting from deep‑distribution inventory sales to scenario‑driven instant retail and full‑domain fan selling that captures real‑time consumer data and re‑engages younger drinkers.

Chinese liquorData-DrivenMarketing Strategy
0 likes · 12 min read
Nine Leading Chinese Liquor Brands Launch T9 50ml Mini Bottle to Kickstart Full‑Domain Fan‑Based Sales
Digital Planet
Digital Planet
May 9, 2026 · Industry Insights

Wuliangye’s 139% Banquet Sales Surge vs 90% Industry Drop: Scenario‑Driven Demand Wins

During the 2026 May‑Day banquet season, Wuliangye achieved a 139% year‑over‑year sales increase while the overall industry saw a 90% decline, illustrating how a shift from traditional channel‑centric tactics to scenario‑driven demand creation and DTC acquisition can turn a shrinking market into a growth engine.

Brand ManagementDTCIndustry Analysis
0 likes · 11 min read
Wuliangye’s 139% Banquet Sales Surge vs 90% Industry Drop: Scenario‑Driven Demand Wins
Digital Planet
Digital Planet
May 7, 2026 · Industry Insights

How DTC Strategy and Full‑Scope Fan‑Sales Are Shaping the 2025 Beer Industry Winners

The 2025 Chinese beer industry report shows a 0.8% drop in total output but a 6.2% revenue rise and an 18.7% profit surge, driven by premium‑product breakthroughs and a shift to non‑on‑premise channels, while firms elevate DTC to a strategic pillar and build a three‑layer full‑scope fan‑sales system to convert user data into lasting brand assets.

Beer IndustryChannel ShiftConsumer data
0 likes · 19 min read
How DTC Strategy and Full‑Scope Fan‑Sales Are Shaping the 2025 Beer Industry Winners
Digital Planet
Digital Planet
Apr 26, 2026 · Industry Insights

Why Dongpeng’s 1‑Yuan Exchange Uses Two Redemption Modes to Fit Different Retail Terminals

Dongpeng Special Drink’s 1‑Yuan exchange program adopts both a direct‑scan‑verification mode and an unlock‑red‑packet mode to accommodate the varied cooperation levels, operational constraints, and digital‑transformation goals of small independent stores versus large chain retailers, thereby maximizing coverage and driving terminal digitization.

1 yuan exchangeMarketing Strategydigitalization
0 likes · 16 min read
Why Dongpeng’s 1‑Yuan Exchange Uses Two Redemption Modes to Fit Different Retail Terminals
Digital Planet
Digital Planet
Apr 25, 2026 · Industry Insights

From Deep Distribution to Full‑Domain Fan Sales: A Marketing Paradigm Shift for FMCG in the Shrinking‑Volume Era

The article analyzes how China’s fast‑moving consumer goods market has moved from an incremental growth phase to a stock‑competition phase, exposing the structural flaws of deep distribution and proposing a full‑domain fan‑sales model—centered on users, digital foundations, and ecosystem collaboration—to achieve sustainable growth.

Consumer TrendsFMCGFull‑Domain Fan Sales
0 likes · 42 min read
From Deep Distribution to Full‑Domain Fan Sales: A Marketing Paradigm Shift for FMCG in the Shrinking‑Volume Era
Digital Planet
Digital Planet
Apr 17, 2026 · Industry Insights

Why Direct‑to‑Consumer Is the Core Engine of Modern Omni‑Channel Marketing

The article analyzes how Direct‑to‑Consumer (DTC) has become the pivotal element of the new omni‑channel “fan‑centric” model, presenting market forecasts, three strategic benefits, the failure of traditional deep‑distribution, and a practical framework for organizations to rebuild data assets, operations, and value creation around DTC.

Customer DataDTCFMCG
0 likes · 16 min read
Why Direct‑to‑Consumer Is the Core Engine of Modern Omni‑Channel Marketing
Digital Planet
Digital Planet
Mar 30, 2026 · Industry Insights

How Scenario Marketing Wins: Roadmaps, Integrated Teams, and Saturated Attacks

The article explains how modern scenario marketing shifts from theory to practice by using a three‑dimensional model—scenario roadmap, step‑air‑special integrated organization, and saturated attack—to let data‑driven leadership, digital tools, and agile middle‑level coordination turn fragmented consumer decisions into focused, high‑impact campaigns.

Marketing Strategydigital transformationindustry insights
0 likes · 11 min read
How Scenario Marketing Wins: Roadmaps, Integrated Teams, and Saturated Attacks
Model Perspective
Model Perspective
Dec 11, 2024 · Product Management

Unlocking Product Value: The Three‑Fold Formula Behind Function, Emotion, and Asset

The article breaks down the core formulas from Liang Ning’s book “True Demand,” explaining how product value is built from functional, emotional, and asset components, how emotional value is driven by physiological arousal, cognitive cues, and mental accounting, and how change dynamics, brand positioning, and personal value assessment shape successful business strategies.

Business ModelsMarketing Strategyconsumer psychology
0 likes · 8 min read
Unlocking Product Value: The Three‑Fold Formula Behind Function, Emotion, and Asset
DataFunSummit
DataFunSummit
Nov 26, 2023 · Product Management

Building Systematic Growth Frameworks for B2B Products: Growth House and Brand House

The article presents a comprehensive B2B product growth methodology that introduces the concepts of a Growth House and Brand House, explains underlying growth logic, outlines various growth drivers and models, and illustrates the approach with real‑world case studies and practical recommendations for product managers.

B2B growthGrowth FrameworkMarketing Strategy
0 likes · 13 min read
Building Systematic Growth Frameworks for B2B Products: Growth House and Brand House
We-Design
We-Design
Jun 6, 2022 · Product Management

Why Do People Hate Brand Redesigns? Insights and Strategies

This article examines why consumers often reject brand redesigns, analyzing cases like Smuckers, Marriott, and Slack, and identifies two key factors—visual interference and identity—while offering practical recommendations for companies to redesign successfully without provoking negative backlash.

Brand ManagementMarketing Strategybrand redesign
0 likes · 12 min read
Why Do People Hate Brand Redesigns? Insights and Strategies
21CTO
21CTO
Oct 4, 2021 · Product Management

What Lessons Do China’s “Steve Jobs” Disciples Teach About Product Success?

The article examines how Chinese tech founders Lei Jun, Luo Yonghao and Jia Yueting idolized Steve Jobs, adopted his marketing, software‑first, and “reality‑distortion” tactics, achieved early breakthroughs, then faced dramatic setbacks, illustrating broader shifts in China’s product‑management landscape.

Chinese entrepreneurshipJia YuetingLei Jun
0 likes · 13 min read
What Lessons Do China’s “Steve Jobs” Disciples Teach About Product Success?
Suning Design
Suning Design
Feb 8, 2021 · Product Management

Boosting Paid Membership Value: A Design‑Driven Psychological Playbook

This article examines the evolution of the Super paid membership, dissects the current paid‑membership market, reconstructs Super's value hierarchy, and outlines psychological and design strategies to enhance user perception across acquisition, activation, renewal, and organic user‑driven promotion.

Marketing StrategyValue Perceptionmembership
0 likes · 10 min read
Boosting Paid Membership Value: A Design‑Driven Psychological Playbook
Full-Stack Internet Architecture
Full-Stack Internet Architecture
Mar 17, 2020 · Fundamentals

A Real‑Life Example of User Profiling to Boost Sales

This article uses a vivid kite‑selling story to illustrate how user profiling, data tagging, and recommendation tactics can be combined to increase transaction volume, improve average order value, and avoid common pitfalls such as unclear goals, poor data quality, and unvalidated tags.

Data QualityMarketing Strategydata analysis
0 likes · 9 min read
A Real‑Life Example of User Profiling to Boost Sales
Suning Design
Suning Design
Mar 6, 2014 · Product Management

Will Brands Die? How Digital Disruption Is Redefining Brand Strategy

The article argues that while traditional branding paths are being overturned by digital channels, brands are not dying but evolving, with companies like Google and Apple reshaping brand value through product experience, storytelling, and integration into the customer value chain.

Consumer BehaviorMarketing Strategybranding
0 likes · 7 min read
Will Brands Die? How Digital Disruption Is Redefining Brand Strategy