神话配资炒股

天猫鞋类销量第一, 一度“失血”八成的百丽是靠什么翻盘?

发布时间 2020年07月01日 09:56    编辑:fashion    来源:本站

JINNIANLAI,QUDAOHECHANPINCHUANGXINYIJIPINPAIXINGXIANGSHENGJIHUANXIN,BAILIYOUKAISHIZHONGXIANHUIHUANG。JINNIAN618ZHANJILIANGYAN,XIANSHANGXIAOSHOUE1XIAOSHIPOYI,ZUIZHONGYI8.4YISHOUGUAN,TONGBIZENGZHANG45%。NANDEDESHI,BAILIXIANXIAQUDAOXIAOSHOUEYETONGBIZENGZHANG10.5%。ZAITIANMAONANNVXIEXINGYEPAIXINGBANGTOP10ZHONG,BAILIZHANLEYIBAN,WENJUBANGSHOU。

神话配资炒股TIDAOBAILI,XIANGBIDAJIADOUBUMOSHENG,HAOBUKUAZHANGDISHUO,ZHONGGUOJUEDABUFENNVRENDEXIEJULIQIMADOUYOUGUOYISHUANGBAILIXIE。

BAILISHIYIJIACHENGLIYU1978DELAOPAISHISHANGPINPAI,CENGPINGJIEQIANGDADEQUDAO、GONGYINGLIANHEYUNYINGNENGLI,CHENGWEI“YIDAIXIEWANG”,BINGZAIHENZHANGSHIQINEIZHANJUBAIHUOSHANGCHANGDEDABANJIANGSHAN。

ZHISHI,JINGLIGUOXUANLANYANHUOHOU,2015NIANYEJIKAISHIJIANGHERIXIA,LUXUDAFUDUGUANDIAN,BUDAOLIANGNIANSHIJIAN,LUXUGUANBIQIQIANDUOJIA,BINGZUIZHONGYU2017NIANTUISHILUOMOSHOUCHANG。

神话配资炒股JINNIANLAI,QUDAOHECHANPINCHUANGXINYIJIPINPAIXINGXIANGSHENGJIHUANXIN,BAILIYOUKAISHIZHONGXIANHUIHUANG。JINNIAN618ZHANJILIANGYAN,XIANSHANGXIAOSHOUE1XIAOSHIPOYI,ZUIZHONGYI8.4YISHOUGUAN,TONGBIZENGZHANG45%。NANDEDESHI,BAILIXIANXIAQUDAOXIAOSHOUEYETONGBIZENGZHANG10.5%。ZAITIANMAONANNVXIEXINGYEPAIXINGBANGTOP10ZHONG,BAILIZHANLEYIBAN,WENJUBANGSHOU。

神话配资炒股KUNJING,MEIYOUBIANCHENGJUEJING,YIDU“SHIXUE”BACHENGDEBAILI,SHIKAOSHENMENIFENGFANPAN?

1

创新技术增强产品力

洞察用户体验,找准品牌差异化

神话配资炒股WULUNSHIMASILUODENAYICENGXUQIU,CHANPINLIDOUSHIYONGHUXUQIUDETIXIAN。

“CHANPINSHIDAO,YINGXIAOSHISHU”,ZAIMEIYOUGENJUYONGHUTONGDIANDONGCHA,DAMOHAOCHANPINZHIQIAN,DAGUIMODEHUAYANGYINGXIAOZUIHOUDOUSHISIJU。

BAILIXIANRANDONGDECHANPINLIDEZHONGYAOXING,YINCISHOUXIANJUJIAOYUCHANPINCHUANGXIN。

DONGCHADAOJINNIANLAILIUXINGDELAODIEXIEDEYONGHUTONGDIAN,JISHEJIFANFU,TIJIYONGZHONG,ERQIEXIEDIJIAOHOU、PIANYING,ZAOCHENGCHUANZHEBUSHUFU、ZOULULEI、BUQINGBIANDENG,JIDADIXIANZHILELAODIEXIEDERICHANGSHIYONGCHANGJING。

BAILICONGXIEDICAILIAOJINXINGJISHUTUPO,CAIYONGGAOWENGAOYAXIAJUNYUNPENGZHANGXINGCHENGGAODANFENZIKELIELAST-LSE,XINGCHENGDUYOUDEQUANZHANGGAODANZHONGDI,DAPEIFUHERENTIGONGXUESHEJI,SHIDEJINGYUXIEJUYOUGAODANZHONGDI、HUIDANKUAISUDENGTEXING,FUYUCHUANZHEZHERUTONGHAIZHONGJINGYUCHANGYOUBANDECHUANZHETIYAN。

神话配资炒股TONGSHI,ZAICHANPINWAIGUANSHEJIFANGMIAN,JINGYUXIECAIYONGLELIUZHONGBUTONGPEISE,NENGGOUQIEHUANBUTONGCHUANDASHIYONGXUQIU,TUOZHANLEYONGHUGENGDUODESHENGHUOSHIYONGCHANGJING。

KEYISHUO,KEJIJISHUDECHUANGXINJINBU,SHIDEBAILICHUANGXINXIEZIDESHIYONGTIYAN,ZENGQIANGLECHANPINLI,JIEJUELEYONGHUDESHIYONGTONGDIAN。

BIJING,XINXIAOFEISHIDAIXIA,RENMENBUJINZHUIQIUSHISHANG, TONGSHIYEGENGZHUZHONGSHUFUDU。CHUNCUIJIYUSHIDAISHENMEIDESHISHANG,JIANGBINGBUZHANGJIU,ERSHISHANGDEBEIHOUKEXUEJISHUDETUPO,CAISHIBAOCHIZENGQIANGCHANPINLIDEWUQI。

神话配资炒股SHIJISHANG,ZAIKUAISHISHANGXINGYE,BUJINSHIBAILI,YOUYIKUYAOLIRONG、HEATTECHDENGKEJITUPO,lululemonDEEverluxGONGNENGXINGMIANLIAODOUWEIPINPAIDAILAIZHANGJIUDEJINGZHENGLI。

2

品牌年轻化营销

视觉形象升级+全渠道营销传播

DUIYULAOPINPAIZHONGXINDARUSHICHANG,PINPAINIANQINGHUASHIBIXUYAOZOUDEYIBU。

BAILIZHISUOYICENGJING“SHIXUE“BACHENG,ANRANTUISHI,SHIJISHANGHEPINPAILAOHUAXINGXIANGTUOBULEGANXI。JINLIANGNIAN,CENGJINGTUISHIDEXIEWANG“BAILI”XIEPINPAINIANQINGHUASHENGJIZHONGXINGUILAI。

1. 全新视觉设计升级,输出品牌新形象

CONG2019NIANKAISHI,BAILIZHENGSHIQIDONGLEDUIWAIDEPINPAIHUANXINJIHUA,TUIJINPINPAIQUANQUDAOSHIJUEXINGXIANGDESHENGJIYUZHUANXING。

神话配资炒股QUANXINSHEJIDELOGO,DAPOLEYUANBENLOGODEYONGJIGAN,QUDIAOLEDUOYUDEDAXIAOXIEHUNHEHELIANBIZITIDEBIAOXIANXINGSHI,JIANGYINGWEN“BELLE”YIHEITIZIWEIYUANXINGZHONGXINSHEJI,BINGJIANGYUANBENDESHENZISEYEHUANCHENGJIANDANDEHEISE。

神话配资炒股GENGZHIDEYITIDESHI,JIANGLOGOZHONGDEBZIMUTIQUCHULAI,ZUOWEIPINPAIDECHAOJICHUANGYIFUHAO,YINGYONGZAICHANPINSHEJIHEYINGXIAOCHUANBOZAITIZHONG,SHIJUESHANGQIANGDIAOGENGJIAJIANJIEYIYUFENBIAN,BIANYUYONGHUKUAISUJIZHUPINPAI。

TONGSHI,BAILIDEGUANGGAOYUYECONG“BAIBIAN,SUOYIMEILI”BIANCHENGLE“KUYABAIBIAN,BUZHIYIMIAN”,GENGJIAJUJIAODANGXIANIANQINGRENDUIXIEZIDETAIDU:KUSHUAIHEDUOBIAN。

QUANXINLOGOHEGUANGGAOYUYINGYONGZAIXIANXIAXIANSHANGQUANQUDAO,WEIPINPAISHULIQUANXINDENIANQINGHUAXINGXIANG。XIANXIAMENDIANDEXINXINGXIANGNENGGOUYOUXIAODICIJIXIAOSHOUDETISHENG,JULEJIE,SHENZHENGOUWUZHONGXINYIGESHIDIANQIJIANDIANSHENGJIWEIDIQIDAIXINXINGXIANGHOU,YEJITONGBITISHENG71%。

2. 线上+线下全渠道,整合营销传播

神话配资炒股ZUOWEILAOPAIXIELEISHISHANGPINPAI,BAILIJIANGSHEJIAOWANFAHEKOLZHONGCAOWANDEFENGSHENGSHUIQI。

ZHENDUIXIANSHANGQUDAO,BAILIYAOQINGZHONGDUOSHISHANGKOLJINXINGSHEJIAOHUAFENXIANGCHUANBO,ZAINIANQINGQUNTIZHONGZHIZAOHUATIREDUJITAOLUNNEIRONG,CONGERDAIDONGKOCJIDAZHONGYONGHUJINXINGZHONGCAOYINGXIAO。

YUCITONGSHI,TONGGUOXIANSHANGXIANXIADEZHENGHECHUANBO,YUNIANQINGYONGHUJINXINGPINPAIHUDONG,ZENGJIAZISHENDESHISHANGHAOGANDU。

YIJINGYUXIEDEXINPINSHANGSHIYINGXIAODONGZUOWEILI,ZAI6YUE1RISHOUFARI,TUICHUHUATI#BAILIJINGYUXIE GAODANCAIHAOWAN#HUATIYUEDULIANGDA2YI,QUANWANGZONGPUGUANGDA2.3YI;XIANXIAZEYU6YUE4RIZHI27RIZAI11ZUOCHENGSHIFENBIEDAZAO12CHANGBAILIJINGXIKUAISHANDIAN,DUOCHENGLIANDONGBINGJIANGXIANXIALIULIANGZHUANHUAWEIXIANSHANGREDU,CIJIYONGHUUGCNEIRONGCHUANBOJIZHIJIEXIADANZHUANHUA。

GENJUBAILIGONGBUDESHUJU,618QIJIANBAILITIANMAOQUDAOXIAOSHOUTONGBIZENGZHANG62%、XIANSHANGQUDAOFENSIZENGZHANG120WAN,XIANSHANGXIANXIADELIANDONGCHUANBO,RANGBAILIJINGYUXIEXUNSUPOQUAN。

神话配资炒股ZHIDEYITIDESHI,UGCNEIRONGWANFADADONGZUO,TUIDONGPEIYANGLECHUIZHILINGYUDESHENDUWAJUE,CHENGWEILEBAILIDEGUANJIANPOJUDIAN。

3. 深度绑定品牌代言人,释放品牌态度

FENSIJINGJISHIPINPAIYINGXIAOBUGUOSHIDEREDIAN,YOUFENSIJINGJIQUDONGDE“FANQUAN”,ZUOYONGCHAOJILIULIANGQIEHUAYUQUANBUDUANPANSHENG,YINCI,XUANYONGMINGXINGDAIYANRENYECHENGWEILEPINPAIYINGXIAOZHANLVEZHONGDEZHONGYAOYIBU。

BUGUO,ZAIGEDAPINPAIDOUZAIQIANGMINGXINGDAIYANDETONGSHI,RUHEWANCHUCHAYIHUAYINGXIAO,SHIPINPAIZHEZHONGSIKAODIAN。

JINNIAN4YUE,BAILISHENDUBANGDINGPINPAIDAIYANRENLIYUCHUN,ZHAOZHUNLEPINPAIDAIYANRENHEPINPAIDINGWEIDEQIHEDUJI“KUSHUAI”,RANGBAILICHENGXIANCHULEYUGUOWANGBUTONGDEPINPAIQIZHI,YEJIANGSHISHANGQUANSHIDEGENGJIADUOYUANHUA。

SHIXIANCHONGFENFAHUIMINGXINGIPDEZIDAILIULIANGSHUXING,TISHENGKOUBEIDETONGSHI,QIANGHUALEYONGHUNIANXING。

BINGQIE,TONGGUOWEIBOFABUYIXILIESHIPIN、HAIBAOWULIAO,DATOUBAILIPINPAIDAIYANRENYULEYINGXIAO,CHENGGONGTISHENGLEZHUANXINGQIDEPINPAISHENGLIANG,DAZAOLEPINPAINIANQINGCHAOKU、ZHENGNENGLIANGDEXINXINGXIANG。

4. 反网红性质,直播中加更多创新玩法

ZAIWANWUJIEKEZHIBODEZHIBOBAIREHUADESHIDAI,GetDAOLEYONGHUYANGDIANDEHAOHUO,ZHIBOKANCHENGZHIZAOBAOPINDEFANGDAQI。

神话配资炒股XIANWEIRENZHIDESHI,BAILIZAOZAI2016NIANJIUQIDONGZHIBOSHIYAN,ERDAOLE2018NIAN,BAILIGENGSHIJIANGZHIBODANGZUOZHANLVEXINGYEWU。

神话配资炒股YUDADUOSHUPINPAIDEZHIBOWANFABUTONG,BAILIDEZHIBO,DAIYOUFANWANGHONGDEXINGZHI,NEIJIUSHIGENGZHUZHONGQIANYIMOHUADEZHANGQILIUCUN、CHENDIAN。

JUTILAISHUO,CHULEYUTOUBUZHUBOWEIYA、XUELIHEZUOZHIBO,SHIXIANMAICHONGSHIZENGZHANG,BAILIGENGZHONGYAODESHIDAJIANYITAOZIYOUZHIBOTIXI,SHIXIANCHANGTAIHUADAIHUO。YIFANGMIAN,PINPAIXIANGGUANFUZERENZAIZHIBOZHONG“MAIMENG”WAI,TONGSHI,BAILIGENGSHIZAIZHIBOZHONGJIARULEGENGDUOCHUANGXINWANFA。

神话配资炒股BIRU,YU《MEILIQIAOJIARENLIVE》ZHANGQIHEZUO,ZOU“ZHUANYEHUALUXIAN”,ZHUBOZAIZHIBOJIANCHULEJIESHAOXIEZI,YEHUIBIANSHENTTAIMOTEZOUXIU,JIESHAOLIUXINGQUSHIHECHUANDAFAZE;HAIBAZHIBOJIANBANJINGONGCHANG,JIANGSHUXIEZIBEIHOUDEGUSHIDENGDENG。

ZOUZHUANYEHUALUXIANDEBAILIZHIBO,WUYI,XIYIN、LIUCUNDEDESHIDUISHISHANGGANXINGQUDEQIANZAIKEHU,ERHOUSIJIZHUANHUAWEIZHANGQISIYULIULIANG,ERFEIQIANGDIJIAZHANBIANYIDEYICIXINGYANGMAODANG。

3

洞察C端需求的供应链

渠道融合和数字化升级

CHULECHANPINHEYINGXIAOCHUANBOCENGMIAN,BAILIHAIZHEZHONGBUJUQIYEHOUDUANQUDAORONGHEJISHUZIHUAZHENGHESHENGJI,TONGGUODASHUJUJINXINGHUOPINGUANLI、DIAODU、SHENGCHAN。

神话配资炒股BAILIDATONG300GECHENG、61GECANG,SHIXIANQUANGUOYIPANHUO,JIANGHUOWUDIAOPEIXIAOLVTIAOBODAOZUIKUAI,SHIDEHUOPINZAIYIQINGQIJIANDEDAOLINGHUODIAOPEI,ZUIKUAISUDUDIDAXIAOFEIZHESHOUZHONG。

LINGWAI,FENGMIDEZHIBO,YESHIDUIGONGYINGLIANDEJIZHIKAOYAN。

神话配资炒股TEBIESHIDUIYUYUSHOULAIJIANG,RUGUOYIKUANXINXIEHAOPINGBAOPENG,XUKUAISUBUDANSHANGHUO,JIANGKOUBEIZHUANHUAWEIXIAOLIANG,FOUZEJIUYIWEIZHEDALIANGQIANZAIKEHUDELIUSHI。

YINCI,DIKUCUNYEYAOPIPEIGAOXIAODECHUHUOHEBUDANJIZHI,ERXIEBAOXINGYETONGYONGDESHIQIHUOMOSHI,YICIWANCHENGSUOYOUDINGHUO,YIDANYUCESHIZHUN,JIANGSHIMANPANJIESHU。

神话配资炒股ERBAILIKAICHUANGLE“DONGTAIDINGBUDIE”MOSHI,PAOQIJINGYANSHICHANPINXIAOSHOUYUCE,ERSHIJIYUDASHUJUHEXIAOFEIZHEDONGCHA,XIANYONGDIYU50%DESHICHANGTOUFANGLIANGCEKUAN,GENJUSHICHANGFANYING,CHIXUWANSHANBUDAN。

神话配资炒股ZHEIZHONGKECHENGDESHANGSHIWANMEIGONGYINGLIANDEJIZHIZHUANGTAI,YEJIUSHITONGGUODONGCHACDUANXUQIULAISHIXIANROUXINGHUADINGZHISHENGCHAN。

ZHEIZHONGMOSHIBUJINTIXIANZAIXIANSHANG,HAITIXIANZAIXIANXIA。

YEJIUSHISHUO,CHULEDUIZHIBO、WANGDIAN、XIAOCHENGXUDENGXIANSHANGQUDAODESHUJUDONGCHAWAI,XIANXIAYESHIBAILISHIXIANC2MMOSHIDEDAPAN。BIRU,TONGGUOPEIBEIYOURFIDXINPIANDEXIEZI,JILUGUKEDESHICHUANPINCI、SHIJIANDENGSHUJU,ERHOUFANKUIDAOSHANGYOUDESHENGCHANHUANJIE。

CIWAI,BAILITONGGUOFANGQUANDAODIANYUAN,SHIXINGQUANYUANJITIAll-inSHUZIHUAZHUANXING,DIANYUANMENLIYONGGEZHONGSHUZIHUAGONGJU,DAZAODUOGEBUTONGZHUTIDESHEQUN,YIJIZUZHIXIANSHANGXIANXIAHUODONGDENG。

TONGGUOLIXIAOFEIZHEZUIJINDEDIANYUANYINGXIAO,LADONGQUANQUDAOCHANPINXIAOLIANG。

4

百丽品牌焕新案例

给行业其他品牌带来的启示

BAILIPINPAIDEZHUANXING,HUANXINYIJIJINHUA,WUYISHIKUAISHISHANGLINGYUQUZHIKESHUDECHENGGONGANLI。MIANDUIXINXIAOFEISHENGJIDEXUQIU、XINXINGDEMEIJIECHUANBOHUANJING,BAILIKUAISUSHIPEIDIAOZHENG,BUJINSHIBAILIQISIHUISHENG,ERQIEYONGYOUGENGQIANGDEQUDONGYEWUZENGZHANGDELILIANG。

神话配资炒股JIUQIYUANYIN,CONGYINGXIAOJIAODUSHANGLAIJIANG,ZUIZHONGYAODEYIDIAN,JIUSHIPINPAINIANQINGHUAYINGXIAO,ZHEIWUYIJIQITAPINPAIDAILAIYINGXIAOQISHI。

神话配资炒股SHOUXIAN,PINPAIHUANXINLIBUKAICHANPINDEDAMOHECHUANGXIN,ERCHANPINJINGZHENGLI,RANGPINPAIZAIYINGXIAOQUDAOSHANG,YONGYOUHUAYUQUAN,JINERZHONGSUPINPAIDEHEXINJINGZHENGLI。

神话配资炒股BAILILIYONGCHUANGXINJISHUTUOKUANLEKEJISHISHANGDEPINLEIXIANGXIANGLI,SHIJINGYUXIEXINPINKUAISUZOUHONG,TONGSHIDIANDINGLEBAILIZAIKEJISHISHANGLINGYUDEZHANWEIYOUSHI。

ZHEIYEYIWEIZHE,WULUNSHIBAILIHAISHIZHENGGESHISHANGCHANYE,GAOKEJIYUSHISHANGDEJIAORONGJIANGHUICHENGWEIWEILAIDEYIDAKANDIAN。

TONGSHI,XUYAOCAIYONGXINDESHIJUESHEJIHEPINPAIDAIYANREN,WEIQUANXINPINPAIXINGXIANGSHUCHUTAIDU,TISHENGXIAOFEIZHEXINZHONGDERENZHI,YESHIPINPAINIANQINGHUADEZHONGYAODONGZUO。

神话配资炒股LINGWAI,QUANQUDAODEZHENGHEYINGXIAOCHUANBO,JIANGSHIYIGEFANGXIANG,BIJINGDANWEIDUDEYINGXIAOXIAOYINGYOUXIAN,ZHIYOUJUHEYINGXIAOLILIANG,CAINENGDADAZENGJIAPINPAIHUODONGSHENGLIANG。YIJILIYONGXINMEIJIEDEYINGXIAOWANFA,JIANGSHEJIAOWANFAHEZHONGCAOYINGXIAOFAHUIDAOJIZHI,BUJINKUODAPINPAIDECHUDAFANWEI,ERQIEQIANGZHANYONGHUXINZHI。

CIWAI,YIQINGQIJIANDELINGSHOUHUANGMOLI,BAILINENGZAISHUZIHUA“LVZHOU”LIHUIXUESHENGXI,ZHONGHUIZENGZHANGTONGDAO,GUIGENJIEDI,YAOYANGZHANGYUSHENMOUYUANLVDESHUZIHUASHIYAN。

神话配资炒股YEJIUSHISHUO,YINGXIAOZHIWAI,QUDAOZHENGHEHESHUZIHUASHENGJI,GENGSHIZHONGZHONGZHIZHONG。

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