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美妆零售脱“实”向“虚”,奥洛菲以差异化打法应CS渠道万变

http://www.hopewx.com/ 2019/11/21 9:13:42 阅读数:112
​对BA出身,而今已担任奥洛菲品牌CS渠道营销总监的卢桂香来说,对实体零售和地面渠道正在面临的危机和剧变,她有着几近天然的敏感性。

红包游戏小说扬帆起航duibachushen,erjinyidanrenaoluofeipinpaicsqudaoyingxiaozongjiandeluguixianglaishuo,duishitilingshouhedimianqudaozhengzaimianlindeweijihejubian,tayouzhejijintianrandeminganxing。

11yue14ri,zaiyou《huazhuangpincaijingzaixian》zhuban、shanxishenghuazhuangpinxingyeshanghuixiebande“huazhuangpinzhuanyingdiandahuihuabeifenghui·taiyuanzhan”xianchang,jieheduidangqiancsqudaoshengtaizhuanbianguanjiancidejiedu,luguixiangjichulezijiyunyingpinpaishenkedeganshouyujianyi:jiaqianghexinjingzhengli,yibubianyingwanbian。“yongbaojubian,cainengyingjieweilai!”

01、美妆零售“脱实向虚”,风暴先刮向CS渠道

红包游戏小说扬帆起航“womenbuyuankandaodanquebudebuchengrendeyigexianshishi,chuantongdeshitilingshoushengyi,zhengbeiyuhouchunsunbanzhengxiankonghoumaochudedianshangheshejiaodianshangpingtaiqiangzou,lingshoudezhuyaochangjingyijingxunihua、wangluohua、jishihua、zhijiehua。”meiyouduoyudepudian,luguixiangyijingdengchangbiankaimenjianshan,zhibenzhuti。

红包游戏小说扬帆起航jinjiezhe,tafenxileyuzhixiangyingdediergelingshoujubian——nianqingrenquntongyangzaiwangluojishudetufeimengjinzhong,yuelaiyuexiguanbingquyuxunihua,yushitidiantuogui。

“erzheizhongjubiantoushedaohuazhuangpinxingye,bianshirujinchangguidehufuyijingyixianshangxiaoshouweizhuyaoxingshi,tebieshirichangdebaoshi、meibaileixiaofei。”luguixiangbuchongdao。xianran,wuxuzhuanyeanmoshoufaxuyaoshanglian,wuxuzhuanyechengfenzhishixuyaoxuexi,meiyou“sehao”nantidezunao,rangchangguihufupinchengwei“xianlunxiandezhendi”。

红包游戏小说扬帆起航chuantongmeiyelingshoutuoshixiangxu,jubian“fengbao”xianguaxiangdejiushicsqudao。

红包游戏小说扬帆起航duilingshoujufengdailaideyingxiang,luguixiangrushujiazhen:“womenzaicsqudaoganshouzhiguande,jiushizheiyangsandian:yi,shitidiankeliujijuxiahua,chengbenpansheng,lirunxiajiang,daozhijingyingzhedexinxinshoudaolejidacuican;er,changguidejichuhufuyijingwufamanzuputonggukedexuyao,yushichuxianlezhuruxiufu、qudou、tuomin、quban、jinzhi、xiaowen、jianjinghulidenggezhonggongxiaosuqiu;san,yushou、tiyan、dazhe、qianggou、shalong.....chuxianlegezhonggeyanghuayangfanduode‘taolu’,yinweichangguidexiaoshoumoshiyijingnanyidadonggukedefangxin。”

zhenduidimianqudaomianlindezhongzhongweiji,tagulizaichangjiabinfangqicongzhangyuanlaikan“sunrenbuliji”dedizhekou、dimaolide“jiagezhan”,tongguojiajie“qiandianhouyuan”defuwuyoushi,zhuiqiugenggaomaoli、gaopinzhiheyoubaozhengdekechixufazhan。

02、五大差异化打法,加强品牌核心竞争力

红包游戏小说扬帆起航zuoweiaoluofeipinpaizaicsqudaodeyingxiaozongjian,luguixiangshenzhiyongyouhexinjingzhengli,caishiyigepinpainengcongqianwanxingyedajunzhongtuoyingerchudeguanjian。jiehezishenzhangqiyuxiaofeizhedajiaodaodeshichangminganxing,yijizuoweinvxingduimeilifazibennengdekeqiu,taweipinpaitichuledutedechayixingdingwei——yanbukangshuai、xiuhu,yichayihuachuangzaoxincaifu。

“jiranxiaofeizhezhuiqiuxiaoguo,neiwomenjiujujiaopinlei。congyanbuchufa,wanpinlei,chuxiaoguo,yipinleicupinpai。”luguixiangbiaoshi。

红包游戏小说扬帆起航zaishijicaozuofangfadefenxiangzhong,tafenbiecongchanpinchuangxin、baopinzhanshu、fuwuzhisheng、kuajieyinliu、moshichuangxinwugefangmianjichulexiangxijieda。

红包游戏小说扬帆起航zaichanpinchuangxinhebaopinzhanshucengmian,tahetuanduitongguojiangpinpaichanpinzhengheweihexinpin+gongxiaobaopin+chaoliupinsandabankuai,jinengquanchujubeihexinyoushihejingzhenglide“ziliudi”,youtongguogongxiaobaopinhechaoliupinzheiliangda“xifenyinliu”deshashoujianzhaolangengduonianqingrendezhuyi。tongguozheizhong“yishouyigong”dezhanshu,chenggongrangpinpaiyikuanbiaojia298deyanshuangbudaoyinianjitupo“yiyuandaguan”。

tandaofuwuzhishengdeshihou,luguixiangfenxianglezijiqinshenjinglideyigexiaogushi:ouranyicijihui,tagenlaobanxuyaoqianwangriben,didamudedixiachedeshihoutafaxian,dangdisijizhengxiaoxinyiyidiguizhejianglvkedexinglixiangyidiandiannuochu。suiranzhishihenxiaodejudong,danzhengshizheizhong“gukezhishang”defuwuyishiheduixijiedeyongxin,rangtacongciduizheigedifangliuxialeshenshendehaogan。

红包游戏小说扬帆起航tayiaoluofeipinpaiweili,jieshaolepinpaimuqiantuichudechuangxinmoshi——guanlizhongxinfuwutixi,bingxiangxiliejulezhurubingliaoguanfu、meifusanpai、munaiyililiaodengxinxingdingzhitaocan。zaitakanlai,“chuangxintongxingyedexinmoshi,caishiyinbaocaifudexinfangfa”。

laiyuan:huazhuangpincaijingzaixian

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