Creating Superior Value in the Times of Abundance
WHY: Consumers have more choices than ever, making it harder for brands to compete on products or price alone.
WHAT: Explores the future of marketing, covering customer-centricity, differentiation, emotional value, AI, communities, CLV, content marketing, and the role of KOLs, KOCs, and KOSs.
HOW: Brands can drive sustainable growth by building long-term relationships, leveraging AI, fostering communities, and delivering differentiated customer experiences.
What confuses marketers most today? It is not that technology is iterating too fast, nor that consumers are too elusive, but that many enterprises have strayed from the right path in marketing—either indulging in price involution or equating communication with marketing, forgetting the fundamental purpose of marketing.
Mr. Philip Kotler, now 96 years old, still delivers speeches and writes new books, and his latest work, "Marketing 8.0", is about to be launched. This marketing guru has emphasized a core point throughout his life: "The ultimate mission of all enterprises is only one—to create customers." Even today, this sentence remains the most underlying logic of marketing and has never been outdated.
We are in an abundant era, which is the premise for understanding future marketing. What is the abundant era? Simply put, consumers are no longer short of products with good functions and reliable quality, and most categories are in a state of oversupply. In the past, an enterprise could gain a firm foothold with a good product, but now it is impossible—any product you can make can be quickly imitated by competitors,
