This week’s podcast is about how to think tactics that generate short-term growth and results. And we see these coming out of China all the time. In particular, I talk about how Pop Mart used blind boxes. How Joy Spreader and Ruhnn Holding used influencer marketing. And how everyone is using community group buying.
Here is the CBS talk with Li Lu.
Three questions for when you are thinking about tactics resulting in high-growth:
- Will this short-term tactic or growth hack lose strength? When?
- Is it a required new capability?
- Is it a structural advantage?
Here is my competition pyramid:
Some blind boxes in Shanghai
Some slides on how influencer marketing activates the consumer digital network.
From the Concept Library, concepts for this article are:
- Community Group Buying
- Influencers and KOLs
- Virality and Word of Mouth
- Chinese Digital Consumer Network (CDCN)
From the Company Library, companies for this article are:
- Joy Spreader
- Pop Mart
I write, speak and consult about how to win (and not lose) in digital strategy and transformation.
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