Changing from 188bet sports betting app download to the CGO era

In keynote，Wang Shubai cuts through Coca-Cola’s new personnel appointments，Explains the advent of the era of 188bet sports betting app download change。

March 23 this year，Coca-Cola announced a key personnel appointment on its official website: With Coca-Cola’s current CMO (Chief 188bet sports betting app download Officer) Marcos de Quinto retiring in May this year，The consumer goods giant will no longer create a CMO position，Instead, the newly established CGO (Chief Growth Officer) will lead and integrate global 188bet sports betting app download、User experience、Big moves in business operations and company strategy。

Wang Shubai said，Coca-Cola has established the CMO position since 1993，Almost 24 years now。Cancel CMO、Establish CGO，Indicates that Coca-Cola is serving users、Business Leadership Strategy、Healthy product innovation、Brand 188bet sports betting app download communication and digital 188bet sports betting app download transformation。As the "originator" of industry 188bet sports betting app download，Coca-Cola’s move，Far-reaching influence。

Except Coca-Cola，Big players in global 188bet sports betting app download such as Colgate-Palmolive、Mondelēz International、Coty、Kellogg's、Hersey and other companies have established CGO positions。

Former McKinsey partner、Thomas Barta, author of "12 Weapons of 188bet sports betting app download Masters", in 188bet sports betting app download Week.com pointed out，As long as CMOs still position themselves as experts in advertising and 188bet sports betting app download，Rather than a driver of company growth，More CMO positions will disappear in the future。

Modern business has shown rapid changes from 188bet sports betting app download to the CGO era。

CMO 188bet sports betting app download shortcomings: separation of product and sales

Wang Shubai said，"Is it a brand or a sales operation?"？This is actually a false proposition that will harm the brand。As the ‘father of modern 188bet sports betting app download’ Philip Kotler said – the ultimate goal of 188bet sports betting app download is sales，188bet sports betting app download behavior that does not generate sales is not real 188bet sports betting app download。”The era of “brand is king” led by CMO，When enterprises conduct traditional 188bet sports betting app download，Several common misunderstandings，These misunderstandings may cause the defect of separation of brand and sales，Thus unable to bring growth to the enterprise。

"In the state of product and sales separation，It is easy to cause the following 188bet sports betting app download crises: No. 1，Under the guidance of ‘Brand is King’，It is easy for 188bet sports betting app download to fall into the self-entertainment of self-entertainment，Only bragging about the advantages of products and services，But ignores the real needs of users and the nature of sales，It is easy to cause a disconnect between brand and sales；Second，Excessive packaging，Weak content，Channels and brand exposure that lead to spending money cannot form a continuation to sales；Third，(Brand) Where to hit (Sales) Where to refer。188bet sports betting app download that can truly achieve growth should target (sales) wherever (brand) is directed，If you only pursue user participation and exposure in activities when communicating your corporate brand，The product itself cannot meet the needs of consumer upgrades，It cannot effectively transform users’ consumption thinking to promote purchase；Fourth，It is easy to cause the misunderstanding that ‘branding is advertising’，188bet sports betting app download costs a lot of money，Increased brand awareness，But throughout the 188bet sports betting app download process，No one is responsible for the company’s sales。"Wang Shubai said，“This is an extensive and barbaric 188bet sports betting app download，Brand and sales are separated，Unable to form effective linkage。188bet sports betting app download that does not bring sales is a failure，Only sales is the lifeblood of enterprise production and development。”

In his opinion，Coca-Cola’s organizational structure adjustment，Returning to the essential issues of 188bet sports betting app download，188bet sports betting app download strategy is growth strategy。“From CMO to CGO，It’s not just the job title that has changed，Instead, it conforms to the 188bet sports betting app download ideas of the new retail era - user-centered、Growth-oriented，Better realization of corporate value。”

In the CGO era, "integration of product and 188bet sports betting app download" and "three points in one" are the basic gameplay

“The transition from the CMO era to the CGO era，It is actually a change from ‘separation of product and sales’ to ‘integration of product and sales’。In this process，188bet sports betting app download must achieve three unifications: the unification of user needs and product efficacy；Unification of communication content and product selling points；Unification of communication channels and sales channels。"Wang Shubai said，“Three Unifications” are famous in the CMO era、Awareness、Added desirability based on credibility、Participation、Experience and other brand attention dimensions，Working together through these dimensions at the same time，Improved customer satisfaction with the company and products、Loyalty and reputation。When the company seeks new growth，We need to work hard in four directions at the same time: First, lock in existing products and markets，Promote performance growth by highlighting cost and price advantages；The second is to create new markets by targeting customer groups that are not served by existing products，Thus bringing performance growth；The third is to highlight the functional features of new products，Use the stickiness of old customers to bring repeat consumption to promote business growth；The fourth is to open up new markets through new products to bring performance growth。

Wang Shubai thinks，In the CGO era，188bet sports betting app download includes brand、PR、Technology、Data and many other aspects，How to do this "addition"，This is a problem facing all marketers。Enterprises need to use big data to obtain user portraits，Also by brand、PR、Planning and other means to establish effective links with users，Ultimately meet the user’s consumption upgrade needs and achieve the purpose of sales，Promote business growth。

“Behind the 188bet sports betting app download strategy of product-sales integration，Is the enterprise 'customer-centric'、Presentation of ‘people-oriented’ values。The new business format represented by this kind of value is to retain customers through high-experience products、Form repurchase，Enterprises can obtain higher profits in this way。Thus different from the "lower price" represented by the "shopping-centered" value，Traditional business format with good service。”In speech，Wang Shubai introduced Tuniu and the bank to the guests、Excellent case of "integration of products and consumption" combining FMCG industry and charity，“We gradually summarized what cases can be successful in many activities。Today I would also like to share with you the core experience of our “three points in one” 188bet sports betting app download cooperation activity，‘Three points’ are the points that advertisements must remember、The product must have a selling point、Activities must have conversion points；‘Unity’ means that communication channels and sales channels must be integrated。”

In these excellent cases，The "Hello Sanya" campaign jointly launched by Youtuniu and Nanjing Bank's "Hi Bank" APP；Youtuniu and China Green Coarse Grain King customize Tuniu Coarse Grain King joint packaging to form a unique IP，And use external packaging media to interact with consumers、Let consumers participate in the lottery；Youtuniu and China Welfare Lottery jointly launched the "Dream for Everyone - The Most Influential Public Welfare Project" award-winning selection，Activities to customize Tuniu public welfare travel routes based on projects。These cooperative activities，Not only promotes the recruitment of partners and Tuniu’s own brand promotion，Combined with instant discount promotion、The distribution of discount gift packs effectively increases the conversion rate，Enable Tuniu to achieve good 188bet sports betting app download results。

“The ‘Product and Sales Integration’ strategy is user-centered、Growth-oriented，Better realization of corporate value also conforms to the following criteria: Choose the right thing，Do the right thing，Finally got it right。Tuniu will make more attempts in 188bet sports betting app download，Further enhance customer satisfaction、Loyalty and brand reputation，Income through word of mouth、User repurchase promotes long-term corporate growth，And drive the advancement of 188bet sports betting app download methods in the entire industry。"Wang Shubai said。