Cao Hu: What Is The Future Of Marketing?

Born in the 70s of the last century, Cao Hu was "very young", but the background was quite dazzling. He was a Bachelor of Biochemistry, MBA, a doctor of consumer behavior, and President of Kotler Consulting Group, China.

It seems almost a "Scholar" model, but this young man also has the career experience of Asia Pacific Department Manager of Fortune 500 company and senior consultant of international famous strategy consulting firms.

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Like P, who was born in 70s, Cao Hu grew and matured along with China's reform and opening up.

If we take the age of 25 as the watershed, then Cao Cao is only a hazy desire for marketing and business, and only a mottled fragment of Chinese marketing. Then, the relationship between Kotler brothers and Kotler Consulting Group has suddenly opened up a huge space for his life. In the past more than 10 years, the tireless work in the Chinese market has made him an integrated practitioner between the East and the west, theory and practice, knowledge and commerce, and this integration and practice is urgently needed by the Chinese enterprises that have entered the deep water area and become increasingly ambitious and ambitious.

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< p > < strong > shopping will become "entertainment behavior" < /strong > /p >

< < p > < < a href= > //www.sjfzxm.com/news/list.aspx > Classid=103115 > > marketing > /a > is also the best point for Cao Hu to be good at and interested in. Generally speaking, he will analyze with time.

"The original intention of the Internet is not to become a huge marketing platform, but today it is evolving in this direction.

The Internet has a great impact on the profit structure of the industry. "

Cao Hu believes that in the last century, junior high school in 90s, laptop computers and communication equipment were very expensive, and there was no real business like virtual office or outsourcing.

Now, the development of technology has made fundamental changes in people's office and life, resulting in changes in consumer demand, motivation, behavior and lifestyle.

With the advent of the Internet era, these changes will be more subversive.

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< p > it is not difficult to find that in the late 80s and early 90s of last century, domestic enterprises were production oriented. Because of the scarcity of products, the production of products did not need to consider how to sell at all, so at that time, "marketing" was basically developed.

But with the development of society and the liberalization of the market, the scale of production is also expanding, and the market has quickly entered the era of sellers with abundant products and scarce customers.

"Marketing only occurs when products are abundant, and its fundamental purpose is to choose our products when consumers are faced with many choices.

At this time, the creation of product differentiation is the fundamental goal of marketing.

Cao Hu said.

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< p > with the increase of wealth, consumers have more disposable income, and consumer psychology and behavior have undergone great changes.

Cao Hu gave an example. In the past, when people earn very little, buying behavior is basically economic behavior. The emphasis is on Economicalvalue. People buy refrigerators and televisions, and they have to repeatedly compare their performance to price ratio.

When the disposable income increases, the behavior of consumers has changed. Besides product function, the other products are more valued to meet their higher level needs, such as identity and status.

Disposable income has increased and shopping has become a form of entertainment.

These will have a profound impact on marketing.

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< p > < strong > Internet era stimulate the "cock wire economy" < /strong > /p >

Like P marketing strategy, the overall strategy of enterprises is also facing more and more severe challenges.

In the 90s of last century, a product could sell well for 5 or 10 years.

It is twenty-first Century, and the life cycle of products is rapidly compressed.

Twenty-first Century is the era of Internet, which puts forward very high requirements for the marketing efficiency, marketing accuracy and marketing investment efficiency of enterprises.

This requires that the marketing behavior of enterprises should be combined with technology, so as to improve the efficiency and effectiveness of marketing.

"It is precisely because of the changes in this era that the mature enterprises have encountered bottlenecks, and the spoiler are always outsiders."

Cao Hu believes that the charm of the Internet age is very easy to achieve "cross-border", even ordinary people, as long as there are opportunities, there will be opportunities to subvert giants.

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< p > Why are the spoiler often outsiders? There is no doubt that the Internet era is the "cock wire economy", which is the bottom economy of Pyramid as a whole social economy.

Through the Internet means, laymen can easily seize this opportunity to earn the next two levels of money in Pyramid.

"I think < a href=" http://sjfzxm.com/business/list.aspx Classid=101103123 "> market < /a > is always a two level demand. There are always a group of people who need high-end, personalized and customized products, and there are always a group of people who need standardized and low price products.

The market is always there. Enterprise marketing must identify a location and bring customers differentiation.

Cao Hu said.

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< p > in the Internet era, specific marketing promotion methods and strategies have diversified development with the development of science and technology.

"In the past, large area advertising and hard sell, now the crowd is more and more subdivided, many social organizations began to use Web2.0 to 3.

The final result of using Web3.0 is the unprecedented increase of people's freedom and the ever-changing demand. Accordingly, enterprises must sell goods to consumers through more precise and personalized channels, and let consumers understand product information through more contact media. "

Therefore, according to Cao Hu's theory, marketing has also undergone great changes in channels and media, and channels are becoming more and more diversified.

At this stage, market segmentation, tight matching between customer preferences and distribution channels will be the marketing secrets of many successful businesses.

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< p > < strong > "emotional brand" is becoming more and more important. < /strong > /p >

< p > "original shopping events from" specialized "things to" fragmentation "of the time consumption.

Cao analyzed that the shopping process has changed because shopping process has completely integrated into people's life.

Indeed, in the past, consumer behavior was hard to follow. In the field of e-commerce, we could fully grasp the behavior of consumers and make predictions by analyzing the data with a little bit of data.

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< p > in the future, the specific scope of marketing will also change greatly, which is related to the development track of Chinese enterprises.

In the past, Chinese enterprises either did international trade or do regional trade. Now more and more Chinese enterprises begin to go out and really participate in global competition, instead of simply making OEM orders.

"Actually, this is not marketing, but sales."

Cao Hu believes that enterprises should launch different products in different markets, create brands and establish global marketing organizations.

For Chinese enterprises, the breadth and depth of such marketing are unprecedented.

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< p > in the future, the marketing professional ability of < a href= "http://sjfzxm.com/business/" > Enterprise < /a > will continue to improve. Because enterprises make marketing decisions, they need to grasp facts and data and conduct scientific analysis to make them the basis for decision-making.

At the same time, enterprises also need creativity, because the end of logical analysis must be creativity.

At the same time, the marketing personnel of a company must have strong logical thinking ability and social observation ability to observe social changes and create new products.

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< p > "I think from the strategic point of view, the two abilities of enterprises are more and more strengthened, one is marketing emotion, and the other is marketing strategy". "Two.

Cao Hu, who focuses on consumer behavior, believes that the boundaries of marketing will disappear when enterprises are concerned about brand building based on emotion.

"The change of consumer behavior in the future, especially the psychological changes, is getting bigger and bigger. Many cases that have not appeared before, such as homosexual marriage, seldom existed before, and now more and more."

Indeed, in the society, < /p >

In the rapid change of P, enterprises need to dig deep into the life of consumers, maintain social observation and be curious about everything.

It is impossible for enterprises to catch market opportunities if they are not sensitive to life.

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< p > as Philip Kotler said, "our marketing personnel need more level thinking, use right brain thinking and create new needs with creativity."

In the future, Cao Hu believes that marketers must cultivate their very strong level of thinking.

"Now enterprises are faced with differentiated competition, no differentiation, no marketing.

How do you carry out differentiation competition? When there is no difference in price and function, how do you differentiate? It depends on the level of thinking, the new series of products and the new way of use.

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