During the Cultural Revolution, a lesbian was sentenced for having sexual relations with several male comrades. Before she went to prison, she said calmly: "Look, it will not prove how long it will prove that I am not guilty." After several decades, the facts are verified. Her prophecy. Many times, history is always absurd at some point, but no one laughs. In the ancient country of China, some deep-rooted systems will always be inadvertently changed and destroyed.

Although the Chinese business world 30 years ago is still in chaos, some rules have been rewritten in the haze, but some spirits will be kept. In 1978, the 60-year-old veteran salesman and model Zhang Binggui of the model laboratories summarized the spirit of sales service as "a spirit of fire". Although this is more of a "revolutionary spirit", his sales "one grasps the standard", the account "one clear", the service "a kind of" and the "five strengths" concept is based on the previous enlightenment of the Chinese Marketing awareness, so that for a long time, it has become a higher commercial standard, even now, these ideas are not out of date.

Unlike the model worker Zhang Binggui, more entrepreneurs speculate on every drum in history and expect to get a bigger turn in every change in the country. Business is for them, more of a cautious gambler game. Speculations and hoardings have long been commonplace in foreign countries, but they were once considered illegal in China. In the shortage of goods, the product has become the core keyword. The so-called sales are just the trading behavior of “buy and sell” labels, which are not valued by people. As of the early 1980s, some companies gradually realized that "good wine is also afraid of the deep alley" and began to use advertising to speak for products that are excellent. Since then, advertising has been regarded by some Chinese companies as a more powerful weapon to open the market. The rapid success of a number of “kings” has made “advertising as the king” become the strong voice of the Chinese marketing industry during that period.

In the 1990s, it was an era of advertising, defeating and advertising. The fall of Qinchi, Aiduo and other "kings" made Chinese companies have to think systematically about the meaning of marketing. At the same time, the 4P marketing theory of the master Philip Kotler began to ferment in China, which has been surging, and evolved into a trend of thought. The channels and promotions in 4P are valued by more and more enterprises, and some companies that are brave to innovate have begun to use 4P tools to make a splash in the market. Silk supermarket's supermarket promotion, three people's sea tactics, Wahaha's joint sales, etc. based on the good use of a certain element of marketing, these new companies fly at a rocket speed.

The supply and marketing cooperatives withdrew from the historical stage and left behind a large number of bad debts. Some star companies were therefore devastated and even dragged down. The flattening of channels has given enterprises more choices. The large supermarkets represented by Wal-Mart have settled in China, which has changed the channel model of many enterprises. Affected by it, the retail enterprises with advanced consciousness began the attempt of the theme store. Gome and Suning grew from germination to rapid growth, and only experienced a few years.

"Terminal is king" to replace "advertising as king" has become a new trend, along with this trend is the strength of hypermarkets, some companies are unbearable burdens of admission fees, store fees, etc., and instead build their own stores. Those home appliances and clothing brands that are determined to be long-term have taken to the streets from shopping malls and explored the chain monopoly from scratch. Faced with increasingly demanding customers and increasingly expensive store costs, these companies have to invest more in branding, service, and design to get a higher premium, and some of them simply smashed the manufacturing process, except marketing. Everything else is outsourced. After the OEM manufacturing company at the other end of the value chain expands to a certain scale, it intends to gain more benefits from the brand. In this situation, the 4P that has been popular for many years has become 4C.

In China after the millennium, marketing is no longer an era of “one move”, and the diversification of marketing inevitably becomes the mainstream trend of China in the new century. The Internet has disrupted everything, and little-known Internet gadgets such as viral marketing, online stores, and online advertising have become the new marketing tools for emerging “fast companies”. Some of the emerging marketing concepts in foreign countries were also introduced to China in an instant, some of which were introduced in original flavors, such as Dell-style direct sales; others were copied and mutated into a marketing model with Chinese characteristics, such as Amway-style direct sales.

The endless stream of marketing revolutions and the revamping of marketing concepts have left many companies confused. The reliance on new models and brands has caused some companies to lose their insistence on products and lead to a quality crisis. A group of companies that have “fire-fighting companies” came into being, and public relations has become a lively emerging industry. The increasingly open industrial atmosphere allows more powerful foreign companies and domestic companies to participate in the competition. They seize market share, divide profits, and make consumers immune. In this situation, naturally, some people think of detachment from competition or even escape from competition, so "horizontal marketing", "blue ocean strategy" and "long tail theory" are released.

Despite the variety of marketing, for some small and medium-sized enterprises, it is more practical to participate in trade fairs to find buyers. Those advanced theories and fancy moves seem to be very virtual and far away for them. In their view, finding the market is the last word. In this sense, whether it is a large enterprise or a small company, following the basic law of supply and demand, and based on this, designing a marketing strategy and strategy that suits you is a more effective marketing backbone. Those fashionable theories and tools are just Branches and vines.