In marketing strategy, there are three key weapons that mirror the three core principles of our party: the united front, party building, and armed struggle. These strategies help brands not only capture market attention but also build long-term consumer loyalty.
The first weapon is the **united front**, which means mobilizing all possible forces to maximize product visibility. It's about uniting as many potential allies as possible, ensuring that advertisements reach as many consumers as possible. Successful brands like Wang Laoji have mastered this by placing their ads everywhere—covering the entire country. Similarly, Maoliangjiu has dominated the Yunnan market with its widespread presence. This strategy ensures high exposure and deep consumer engagement.
The second weapon is **party building**, which has two dimensions. On the internal level, it means building a strong and dedicated marketing team capable of driving success in the market. On the external level, it involves shaping the brand’s ideology and educating the market. Educating consumers effectively requires targeting three key groups: parents, teachers, and leaders. Parents influence through frequency, teachers through knowledge, and leaders through authority. To convert a product into a recognized brand, marketers must use these channels strategically.
The core of successful market education lies in combining three elements:
1. **Frequency** – Repeated exposure to create emotional connections with consumers.
2. **Knowledge** – Highlighting the technical and functional value of the product to build rational trust.
3. **Authority** – Leveraging endorsements from experts or influencers to gain consumer confidence.
The third weapon is **armed struggle**, which refers to using various marketing tactics and tools. This includes terminal interception, joint promotions, TV shopping, radio clinics, channel borrowing, store advertising, news coverage, and more. These methods allow brands to engage consumers directly and effectively.
One of the most well-known examples is **Shulei’s terminal interception strategy**, which includes several effective techniques:
- **Concentrated Fire**: Rapid response, consistent timing, especially during weekends and holidays. Ensure enough staff, managers, and brand leaders are present, dressed uniformly, and ready for action.
- **Multiple Attacks**: Target 3–5 stores before a local promotion to create maximum impact.
- **Prominent Publicity**: Clear and eye-catching reward information with a "head-to-head" title (e.g., "Happy Summer, Shulei Luxury Gift"). Use visuals, background setups, and POP displays to stand out.
- **Keep the Gate**: Place promotional points at entrances, passages, and other high-traffic areas to block competitors and conduct large-scale promotions.
- **Swimming Interception**: Station personnel outside the booth to distribute flyers and provide mobile presentations inside the store, creating a mix of outreach and direct engagement.
- **Prompt Gift**: At the entrance, use clear and loud announcements to attract attention, such as “Shulei Special Bargain Today – Gifts Are Rich, Don’t Miss Out!†Display gifts prominently and clearly.
- **Whisper Function**: At the point of purchase, explain the unique features and quality of the product, clarifying that discounts or gifts are not due to overstock or expiration.
- **Stick to the End**: Adversarial promotions require persistence. While competitors may change tactics, Shulei follows the principle: if they don’t promote, we do; if they do small promotions, we do big ones.
This comprehensive approach ensures that brands not only compete effectively but also build lasting relationships with consumers.
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