Three principles for boosting traffic: channels, brands and advertising

The essence of all business is traffic. For any project, not talking about traffic is just hooliganism.

The ability to acquire traffic determines the expansion of the business, the ability to convert traffic determines the revenue of the business, and the conversion cost of traffic determines the cost of the business... Grasping this point will reveal the essence of traffic.

The anxiety of the Internet lies in the fact that every company wants to compete for new traffic in its own pool. The problem is that the pool (traffic) is so small, and the Internet has already entered the second half, with growth slowing down, existing traffic being defended, and everyone fighting on their own.

Only by finding the essence of the problem can we find the key to solving it and solve it fundamentally.

The essence of traffic is how to find more cost-effective sources of potential customers. There are actually only three sources of potential customers: either from channels, from brands, or from advertising.

channel

Channels are constantly evolving. If you cannot keep up with the trend of channel evolution, you will actually be slowly eliminated.

From a single channel to multiple channels to channel fragmentation, this is the evolution process of channels.

New channels are emerging in an endless stream, such as social group buying, community group buying, short videos and live streaming by internet celebrities. Online consumption is developing rapidly. This new channel structure has not only improved the convenience of consumption, but also driven the expansion of consumption scale. In the first 10 months of 2021, online retail sales of physical goods increased by 14.6% year-on-year, accounting for 23.7% of the total retail sales of consumer goods.

Channels are constantly being diverted, and every time a new channel emerges, sales in the old channels are bound to decline. Business development requires embracing new channels, new tools, and new systems.

Offline channels: supermarkets (RT-Mart, CR Vanguard, Jiajiayue, Walmart, Carrefour, Lianhua), special channels (service areas, scenic spots, hospitals, schools, government canteens), circulation (first batch, second batch, distribution, husband-and-wife shops), chain convenience stores (EasyJet, Lawson, 7-11, Suning Store, JD Convenience Store, Meiyajia, Convenience Peak, Hongqi, Beiquan, Kunlun Hospitality, Tianfu, Xi'an Everyday, Suguo, FamilyMart), direct-operated (quasi-direct-operated) stores (Watsons, Uniqlo, Miniso), unmanned retail stores (Tmall unmanned retail, Rainbow unmanned convenience store, Bingo Box, Xiaomaipu)

Online channels: Tmall, JD.com, Pinduoduo, Vipshop, No.1 Store, Gome Online, Suning.com, Yunji Weidian, Dewu, Weidian, community group buying (Kuaituantuan, Qunjielong, Huachengnongfu), etc.

There are more than 29,000 supermarkets in China with an area of ​​more than 5,000 square meters. However, the brands with the highest single-store daily output in China are not well-known brands such as RT-Mart, China Resources, Yonghui Supermarket and Dennis. Therefore, in terms of channel structure, it is necessary to carry out multi-channel layout, try new channels, and stay at the forefront in order to be invincible.

Specific channel development principles:

“Concentrate resources and make core breakthroughs”

The primary principle in military campaigns is "concentrate superior forces to gain absolute advantage over the enemy in local areas." This is not only the key to military victory, but also the guideline for market operations. For enterprises, the success or failure of base market channel development lies in the first wave of attack. If the first wave is successful, the later stages may be unstoppable. If the first wave of attack fails, all personnel will lose confidence in the market, and the region will inevitably transform from a base market to a non-base market. Therefore, if an enterprise needs to build a base market, it must win the first battle. The key to victory is to concentrate limited resources and make breakthroughs from point to point first.

The most important thing to consider when choosing this point is its location. For example, the selection of the core store in the base market must be based on scientific basis, and scientific measurement and evaluation must be carried out based on data such as customer flow, consumption capacity of surrounding residents, historical sales data, and sales ratio of competing products. After confirming the breakthrough point, concentrate corporate resources, take the best location, make the most regular display, and even hire local salesmen as temporary promoters, etc., to form a comprehensive and overall breakthrough plan. In this way, once the campaign starts, it is guaranteed that consumers will become aware of the brand in the shortest possible time, thus stimulating their impulse to buy.

“In the base market, every inch of land must be fought for”

All markets are dynamic and have competitors. No matter how secretive and low-key you try to be in cultivating a market, it will always attract competitors to follow and react. This is bound to lead to close combat and face-to-face fighting in the local market. At this time, if the channel layout can hold on to the outlets it has already developed, it is halfway to success, because this market does not originally belong to it, and the actual sales volume that has been formed in the area is itself a breakthrough, and also the most important first wave of impact and market driving force for the channel.

The main means in the later stage will rely on the organic combination of channel product layout and promotion and other means. Through the constant stirring of "monthly themes and weekly promotions", market sales will be driven to resist the counterattack of competitors. This stage is relatively cruel. Withstanding the attacks from competitors means establishing an unbreakable "momentum" in the minds of all business groups.

If they cannot bear it, it means that this place will become a "non-base" market for the enterprise. This is also the original intention of focusing resources and effectively concentrating them.

"Capture major customers and fully penetrate"

What a company fears most is wanting to have everything. There is no one-size-fits-all enterprise in this world. According to the 8020 rule, 80% of a company's profits in a region are created by 20% of its high-quality customers.

For enterprises, these customers are their big customers, regardless of whether they are really the largest local distributors or retailers. For enterprises, the ones who create the most profits for their own enterprises are the "VIPs" of the enterprise.

These customers are the foundation of the enterprise. Based on this, in the process of regional market channel layout, resource allocation should be tilted according to the actual situation of the regional market. Large corporate customers are the foundation, and targeted penetration should be carried out on other regional customers at the same time.

Be sure to set aside some of your money to try new channels

Platform e-commerce, social group buying, community group buying, even Wahaha CEO Zong Qinghou has begun to embrace and try new channels. What are you still hesitating about?

The competitive environment is changing, product demand is changing, consumer habits are changing, channels are diverting, the boss’s cognition has not changed, and the company’s marketing channel system has not been upgraded synchronously. If we don’t eliminate you, who will we eliminate?

brand

Branding: It’s better to do it than not to do it! It’s better to do it early than late!

Because this is an era where brands are supreme, the trend of brand concentration is becoming more and more obvious.

Big brands kill small brands, and strong brands kill weak brands.

When buying shoes, choose brands; when dining, choose brands; in all 360 aspects of life, brands are the priority.

You always choose brands when buying things, why don’t others?

Therefore, as a company, you must improve the visibility of your terminal products and persist in promotion. Only then can you become a brand. A brand is built over the years.

In an era where brands are king, if you don’t build a brand, you will be out sooner or later.

How to build a good brand, there are three major battles:

1. A good name is better than 10 million advertising fees

As a brand carrier, the brand name can convey a variety of information to consumers. It can imply the product's functions and effects, such as "Libai"; it can convey the brand's core value, such as "Guo Duo Mei"; it can express the good meaning that the brand and products bring to consumers, such as "Goldlion"...

Many sales and marketing personnel believe that excellent product quality is the key to brand success. To a certain extent, product quality can indeed form word-of-mouth and reputation, thereby achieving interpersonal communication. However, what is ultimately spread is still the brand name. If a brand name is difficult to remember and spread, it will eventually affect its reputation. Just as many brands use uncommon characters or even make up characters to name their brand in order to highlight their individuality, when nine out of ten of our consumers do not recognize this character, the communication effect will decrease.

So what elements should a good brand name have?

01 Positioning orientation

Positioning-guided brand naming requires that the name can directly reflect the category or product characteristics represented by the brand, and the brand product category and product attributes can be directly associated with the brand name. For example, "Orange with Fruit Pulp" makes people think of orange drink with fruit pulp, which is clear at a glance. Furthermore, "Jiujiu Ya" (ya) has the same pronunciation as "duck", which makes it easy for people to associate this with a brand that sells duck products.

Secondly, the positioning orientation of some specific brand names is to create exclusive circles and a sense of belonging for certain consumer groups. This naming positioning is particularly evident in electronic products. For example, the "Apple" circle, the "Xiaomi" enthusiasts, the "Hammer" sentiment, etc.

02 Cognitive orientation

Some words used in brand names will give consumers a specific perception. This cognitive orientation will become the key for consumers to remember the brand name. For example, "White Cat" gives people a cognitive orientation of whiteness, and as a detergent brand it can generate beautiful associations of cleanliness and brightness.

03 Communication orientation

Ultimately, a brand name needs to serve and spread in order to create value. In the Internet+ era, corporate and brand names will more or less carry the characteristics of the times, making it easier for them to stand out in the communication combination channels. As a typical Internet snack brand, "Huang Feihong" not only cleverly expresses the product attribute of spicy peanuts, but also its homophony with the well-known "Huang Feihong" undoubtedly lays a good foundation for its dissemination.

Secondly, the auditory application of the brand name in the communication process is also very critical. Especially in interpersonal communication and word-of-mouth communication, the application of hearing is crucial. If a brand name is ambiguous in the auditory application process, it will affect the brand name dissemination. For example, "Huang Taiji" may make people think it is "Huang Taiji" in auditory applications, and they cannot associate it with the brand product attributes of new Chinese fast food. However, names like "Huang Ji Huang" are undoubtedly unfriendly to some dialect areas that do not distinguish between H/F, and will also affect its dissemination.

Furthermore, some brand names use polyphones or uncommon characters in the naming process. If they are not specially marked, it will affect brand communication to a certain extent. For example, in the name "Northwest Oat Noodle House", since the word "oat" is not commonly used and is a relatively uncommon word, and coupled with the company's northwestern regional characteristics, many people will hesitate between "you" and "qiao".

04 Registration is available

The purpose of trademark registration is to protect the intangible assets of the brand. Many companies and brands neglect to protect themselves, and thus become victims of others, forcing them to change their names and start over. Therefore, it is very important to register and protect the trademark at the beginning of brand naming.

2. Build core competitiveness and achieve high brand premium

In today's increasingly fierce brand competition, only by possessing brand core competitiveness can one stand out in the huge market. It is a wise move to build brand core competitiveness through brand strategy.

The so-called core competitiveness of a brand is the deep-seated reason why a brand has greater market influence, higher market share, higher added value, and longer product and user life cycles than similar product brands. It is the unique ability of an enterprise's brand to differentiate and lead other competitors, to display the brand's inherent quality, technology, performance and perfect service in market competition, and to arouse consumers' brand associations and promote their purchasing behavior.

01 Find the core value of the brand

First find the core value of the brand, which is not easy. For example, I often see self-righteous and self-indulgent positioning.

Before Feihe milk powder was positioned as "milk powder more suitable for the physique of Chinese babies", it had always emphasized the functional positioning of the product and listed many advantages, but it failed to successfully let the brand's unique value enter the minds of consumers and failed to form a differentiated positioning with foreign milk powder brands. In reality, I often see many small and medium-sized enterprises make the mistake of using empty and false statements when declaring the core values ​​of their brands.

02 Spread the brand’s core values ​​through brand stories and scenarios

Philip Kotler once explained story marketing:

“Story marketing is to attract target consumers by telling a story that fits the brand concept. As consumers experience the storyline, the brand information is implanted in their minds subtly.”

"A story that is consistent with the brand concept" emphasizes the "core values ​​of the brand." Establishing the communication core of a brand story is the process of finding the brand’s core values.

Behind Chu Orange is Chu Shijian’s personal IP. As the former director of the Yunnan Yunnan Tobacco Factory, Chu Shijian created the number one brand in China’s tobacco industry - Hongtashan, and was hailed as the "Tobacco King of his generation". However, he was later thrown into prison and his life hit rock bottom. After being released from prison, Chu Shijian and his wife contracted a barren mountain. At the age of 75, he started a new business and turned ordinary oranges into "inspirational oranges."

As mentioned earlier, the core brand values ​​behind Chu Orange can actually be summed up in two words: inspirational. This is the core factor that distinguishes Chu Orange from ordinary oranges. Chu Orange condenses Chu Shijian's life experience and his unyielding spirit of rising from the trough.

This story is full of dramatic conflicts: the contrasts between the Tobacco King and the prisoner, the old man and the new era, and the loser and the entrepreneur are constantly explaining the word "inspirational", and giving Chu Orange too much personality endorsement, spiritual endorsement, and emotional endorsement.

By identifying the core values ​​of a brand, we can establish the brand’s theme, which may only require one or two words to summarize. The theme of the story behind Dove is "confession", the theme of the story behind Apple is "leading", the theme of the story behind Southern sesame paste is "nostalgia", and there are countless other stories, all of which are supported by an emotion or mood.

In addition, brand stories are not castles in the air, they require physical support and backing. Products often serve as the real support of a brand, presenting the brand concept conveyed by the brand story. Therefore, the brand story must be attached to the product, and the perceptibility of the brand story can be enhanced through the shaping of product packaging, product details, product selling points, product reputation and other aspects.

3. Hot-selling products to capture consumers’ minds

Today, to build a brand, we must first find differentiated brand value, establish our own brand value in the minds of a small number of consumers, and even let consumers actively spread word-of-mouth publicity, so that subsequent brand promotion will be more effective.

However, this is far from enough, because whether it is an online e-commerce channel or an offline supermarket distribution, whether it can be scaled up depends on the sales rate, and the factors that determine the sales rate are product price, product quality, product marketing power, brand influence, etc. Among them, the ones that can maximize the efficiency of linking all channels are the hot-selling products. Hot-selling products can not only help brands win in channels, but also link supply chains, channel scenarios, users, and media, and are the most efficient productivity in enhancing brand influence.

Hot products need to meet four major characteristics:

01 Quality that makes consumers scream

This is easy to understand. A product that has been carefully polished and has a deep understanding of customer needs will make customers feel comfortable and convenient to use. In addition, the unique highlights will definitely make customers scream in their hearts!

02 High cost performance

Performance ➗ Price = Cost-effectiveness From this we can see that when the performance is optimal, the lower the price, the higher the cost-effectiveness! Improving cost-effectiveness while ensuring profits can quickly seize the market! Gained a large number of fans!

03 Possessing the main functions that lead the times

This is actually the advanced nature of the product! Just like Alipay, it has changed people's perception of consumption; just like Lao Gan Ma, it has changed the way people consume condiments; and Meituan Takeout has changed the entire food delivery landscape! Such examples are everywhere in this era of Internet explosion!

04 Satisfy consumers’ individual needs

Another "Double 11" has come to an end. Keywords such as domestic products and national trends have frequently appeared on the screen during "Double 11". "Intangible Cultural Heritage" and "Time-honored Brands" have become popular products. A product that makes customers scream must not only meet their needs, but also give customers a unique experience. This experience actually meets the specific needs of some customers! Gree Air Conditioner has done a great job in this regard! Each type of air conditioner is designed according to the different needs of different customers and also takes into account the unique needs that these customers may have! Customers not only feel comfortable using the product but also feel it is considerate!

advertise

Without advertising and marketing, the world would come to a standstill.

Many people think that advertising is for promotion, but sales cannot be seen immediately through advertising. The biggest role of advertising is to suppress competitors.

Especially when there is differentiated value, being the first to capture the user's mind and blocking the possibility of entry by homogeneous competitors will form a mental threshold.

The demand remains, but the medium changes.

With the rapid rise of new media, consumers' attention has shifted from being centered on television to being centered on mobile phones. Any model has a time limit and can only promote the development of a company at a certain stage.

The core of advertising is: where people's attention is, where the communication is, and where the money should be invested.

Who are the competitors of television, newspapers and magazines today?

Obviously, they are: official accounts, Weibo, Douyin, Toutiao, Xiaohongshu, Volcano, live broadcast, high-speed rail, radio, etc.

I categorize advertising into:

1. Online Advertising

01 Search channels:

Take Baidu as an example, and the same can be said for other examples. Baidu Pinzhuan, Baidu Huabiao, Baidu Zhixin, Baidu Aladdin, Baidu Keywords, Baidu Union, Baidu DSP, Baidu Showcase, etc.

Note: The volume is huge and keyword bidding is extremely difficult. If you have a professional team, the effect will be very good.

02 Affiliate Advertising:

Baidu Union, Sogou Union, 360 Union, Google Union, etc.

Note: large quantity, cheap network alliance, average effect, three elements: material, targeting, bidding

03 Super Advertising Platform:

Guangdiantong, Sina Fuyi, Toutiao, Momo, NetEase Youdao, etc.

Note: Large volume, especially Guangdiantong, medium effect, also three elements

T-type display ads: Tencent, Sina, NetEase, Phoenix, etc.

Note: Large quantity means high price, and the effect depends on the specific situation.

2. Media Advertising

01 TV Commercials:

CCTV and satellite TV can be hard advertising, interviews, exclusive sponsorship, or public welfare placement

Note: Depending on the type, there are certain brand endorsement and reputation building effects. The more expensive the price, the greater the traffic; the cheaper ones are often for content endorsement. The effect is either heavenly or underground.

02 Newspaper Advertisement:

Authoritative print media such as People's Daily, Southern Weekend, and Southern Metropolis Daily

Note: It can cover the mainstream population and has certain brand benefits

03 Magazine Advertisement:

Automobile, finance, and travel magazines

Note: Same as newspaper advertisement

04 Radio Advertising:

City FM/Music FM

3. Outdoor Advertising

01 Screen casting advertisement:

Focus Media, Xinchao Media

Note: Focus Media has strong exposure, so it is necessary to spend money

02 Subway Advertising:

Branded trains, branded direct trains, and various display booths

Note: The exposure is strong. There are LCD screens in some subways, and the display effect is excellent.

03 Bus Advertising:

Bus body advertising, bus stop signs

Note: Good exposure

04 Others:

Railway stations, airports, cinemas, highway signs, square LCD screens, etc.

Note: Both have strong exposure and good segmentation effect. For example, airports are the best choice for covering high-end people.

4. Social Advertising

01 WeChat:

Deep cooperation with public accounts, Moments, and WeChat

Note: Recently, advertisements for Jiedaibao will appear after WeChat payment. I believe that after Moments, other WeChat functions will also try advertising cooperation one after another.

02 Weibo:

Weibo accounts, fan pages, and topic rankings

Note: Creativity is important

03 Community:

Various community organizations

5. Short video live streaming channels

Douyin short video + live broadcast, Kuaishou short video + live broadcast advertising, one of the most popular brand advertising methods at present

6. BD Alliance

Association Alliance: Various Associations

Note: It is best to have an official relationship

Campus Alliance: Student Union, various associations

Note: Must be used for ground promotion

Industry Alliance

Cross-industry alliance

Media Alliance

Community Alliance

7. Self-media advertising channels

01 Official channels

Functions: 1. Cold start; 2. Content marketing, using videos, pictures, and texts to explain corporate philosophy and product features and connect with users from multiple angles; 3. Market communication, using WeChat, Weibo, and official channels to maintain the company's voice in the market, and planning various events to create hot spots.

(1) On-site: advertising space on the website and APP, SMS channels, in-site messages, pop-up windows, etc.

Note: The official internal channels are also good promotional locations and should be used reasonably.

(2) SEO: official website ranking, Baidu Encyclopedia, Zhidao, Tieba, news source

Note: This area is very suitable for cold start. If you have the ability, form a professional team, do site group ranking, news source ranking, enterprise knowledge, forum, work hard in the early stage and reap the rewards in the later stage. Key point: Understand the rules of the search system.

(3) Official media: service accounts, subscription accounts, official Weibo accounts, official blogs, official communities

Note: Service accounts should be treated as products to capture users’ product needs; subscription accounts should be treated as communications to capture users’ information needs. WeChat and Weibo can form a matrix; blogs have declined; communities are extremely difficult to create, but the results are very good when they are established.

(4) News We-media: Huxiu, 36Kr, Baidu Baike, Toutiao, Sohu, NetEase, Tencent, Sina We-media

Note: Cold start is required

(5) Video self-media: Bilibili, Youku, Sohu, Sina Video

Note: Same as above

(6) Others: such as customer service, sales, stores, agents, etc.

Note: It is very important to rationally integrate official internal resources. A salesperson visited 100 users and ultimately failed to close a deal, but it did generate substantial publicity benefits for the company. Now, using offline resources to obtain APP downloads and real users is effective. The store’s promotional effects can also be integrated.

02 Social Channels

Function: soft marketing. This is a treasure land, the core battlefield of soft advertising. Apple, Samsung, and UBER all like to do this, carrying out various pre-launch activities and content marketing before the product goes online. When you see a lot of people discussing Apple’s new products on the forum, please don’t believe that this is all spontaneous. There are a lot of internet trolls and bloggers involved. In fact, UBER has maintained in-depth cooperative relationships with bloggers in various comprehensive and vertical fields in China. It is a common phenomenon to carry out social media marketing for automobiles, beauty products, maternal and child products, and electronic products.

(1) Comprehensive: QQ Zone, Renren, Douban, Zhihu, Tianya

Note: Zhihu has a high weight, and QQ Space has many users

(2) Vertical: Ctrip.com, Mafengwo.com; Autohome.com, Bitauto.com; Soufang.com, Anjuke.com; Lamama.com, Babytree.com

Note: The user quality of vertical communities is often extremely high and the marketing value is huge, but the community’s crackdown on marketing is very severe. A better way is to find KOLs to conduct embedded marketing. Alternatively, you can also find writers to shoot original videos and pictures, write copy, and then carry out high-quality content marketing.

(3) Social: WeChat group, QQ group, Douban group

Note: The labels of social groups are very clear, making it easy to find target users, but there is also strong resistance to advertising. You can build a good relationship with the group owner and carry out marketing; if the official wants to set up a group matrix, it is recommended to guide active people to spontaneously create groups. For example, most travel websites have user-created communication groups across the country.

For corporate marketing, self-media channels can be used for both offense and defense. Official channels can help companies establish a good image and maintain a reasonable voice in the market; social channels can help companies conduct cluster bombardment on core target user groups, create hot spots, and form phenomenal events.

I advocate using self-media to continuously output content, combining the relationship between enterprises, products, and users, using videos, pictures, and text to explain from different angles, to enhance the relationship between enterprises and users, and to shape the image and reputation of the enterprise.

Paid channels increase awareness, while self-media and word-of-mouth channels build reputation. Enterprises have different promotion strategy combinations in different regions, times, competitive positioning, etc. CCTV advertising, subway advertising, cinema advertising, video advertising, bus advertising, Baidu advertising, online alliances, celebrity endorsements, press conferences, large-scale roadshows, theme promotions, etc. do not exist independently, they are all part of a company's marketing strategy combination. Only by developing a reasonable combination of promotion channels can the attention, repetition and complementary effects of advertising communication be maximized.

8. Word-of-mouth advertising channels

When celebrities, opinion leaders, independent observers, and independent users mention products and give positive reviews on social platforms, blogs, forums, and news websites, they can quickly gain a lot of exposure and greatly increase the conversion rate of products. The key points that influence word-of-mouth channels are content and gatekeepers. On the one hand, people only like to share interesting and fun content, and on the other hand, gatekeepers determine the scope of information dissemination and the final content.

01 Celebrity Channel

(1) Celebrity endorsements: TYBOYS, AB... (I don’t follow celebrities, so you can use your imagination to make up the rest)

Note: A must-have for wealthy gamers, celebrity endorsements have strong credibility and can also be used to convert the celebrity's huge fan base. So the key point lies in whether the brand tone is consistent with the celebrity’s brand image. In addition, if you hire a celebrity as your spokesperson, you must get the product published in major media. Otherwise, it would be like writing a rare and bizarre story but not publishing it.

(2) Celebrities: successful or professional people in the general public and vertical fields, such as Jack Ma and Tu Youyou

Note: It is a once in a lifetime opportunity to be praised by a celebrity, product strength is very important.

(3) Opinion leaders: Internet celebrities, grassroots bloggers, writers, lawyers, scholars, etc.

02 Media channels

(1) Independent journalists: well-known journalists from major media outlets

Note: Invite a reporter to write a report on the company. Excellent reporters can write from a unique perspective and use relatively fair language. What is finally presented to readers is like a piece of news, which has strong credibility and word-of-mouth communication effect. Of course, if the content launched by the company's own media is interesting and arouses their interest, and is published in the media after being reviewed by them, the effect will be better.

(2) Well-known media: People's Daily, Southern Weekend, Southern Metropolis Daily

Note: The core of event marketing is to attract media attention and coverage, which is quite difficult. Some companies use the public welfare approach of public welfare marketing to gain more media attention and coverage.

9. Fan Advertising Channel

01 Official:

Official forums, communities, blogs, public accounts, official microblogs

Note: Maintain good fan channels and increase fan activity. Fan meetings and theme activities are held from time to time.

02 Community:

Douban groups, QQ groups, WeChat groups, comprehensive forums, vertical forums (see the second article of this series for details)

Note: The community needs to be well maintained, find some key people, and form good cooperative relationships.

03 Personal Moments, WeChat, Weibo

Note: In the era of mobile Internet, everyone is a word-of-mouth medium, such as real-life friends circle

Word-of-mouth channels are accelerators of corporate communication. When self-media outputs valuable content, word-of-mouth channels are further amplified.

Make rational use of paid channels, self-media channels, and word-of-mouth channels to achieve the effect of 1+1+1>3.

Author: Zhu Yanhui

Source: Zhu Yanhui