Chapter 23 introduction

The 30 years of reform and opening up have brought about a major change in Chinese enterprises. They have shifted from having no marketing and despising marketing to focusing on marketing and focusing on marketing. They even think that we have entered an era of marketing.However, while marketing is popular, many phenomena in reality have caused us a lot of confusion and worry: from the fall of the CCTV advertisement "Biaowang" several times, to false advertisements flying all over the sky; Today, the cost of luxurious packaging has far exceeded the cost of the mooncake itself; and in the home appliance industry, there have been such weird and puzzling promotions as "selling air conditioners by the catty".It should be admitted that many of our companies have made great efforts in marketing innovation. However, various marketing techniques that emerge in endlessly and refurbished often do not allow companies to obtain the expected recognition and satisfaction of consumers. On the contrary, consumers Trapped in the sea of ​​marketing, there is a growing feeling of dizziness, suffocation and disgust.This may be an unexpected result.

Where is the marketing innovation path for Chinese enterprises? Suning, in 20 years, has developed from a small air-conditioned store of 200 square meters to a leading enterprise in China's retail industry.In the past 20 years, Suning has not only won the satisfaction of customers and promoted the growth of the enterprise through successful marketing innovations, but also changed the development pattern and model of the industry, leading and promoting the rapid and healthy growth of the entire Chinese household appliance industry. . Why is Suning's marketing innovation successful?

Through the differences in industries and forms, we will find that "returning to the essence of marketing and innovating from the essence of marketing" is an important experience for Suning's marketing success.In Suning, the content, form, and means of marketing can change from time to time, but what remains unchanged is "serve upstream suppliers, serve downstream consumers, and create real value for them." What is the essence of marketing? Where do ideas for marketing innovation come from? How can innovative ideas, means and methods be harmonized? How to avoid the misunderstanding of marketing innovation?

How to realize smart retail? It is believed that these problems are plaguing many enterprises. There must be a reason for success, and there must be a method for success.Let us conduct in-depth observation and analysis along Suning's 20-year marketing innovation road, and we will surely find something worth learning.