The purpose of this website is to be a place for learning and discussion. The website and each tutorial topics do not encourage anyone to participate in trading or investment of any kind.
Any information shown in any part of this website do not promise any movement, gains, or profit for any trader or non-trader.

.

Author Topic: 雅芳中国一季度收入增加20%,老牌直销企业转型之路初见成效  (Read 1005 times)

LeandraLin

  • Sr. Member
  • ****
  • Posts: 316
    • View Profile
雅芳中国一季度收入增加20%,老牌直销企业转型之路初见成效

2019.05.18
          文/界面广东 蔡洛冰

近日,雅芳发布一季度财报,期内收入11.869亿美元,同比下跌14.8%,净亏损3270万美元,较去年同期加剧了50%。全局情况虽不容乐观,但亚太地区却表现不俗。雅芳亚太市场营收增长3%至1.15亿美元,平均订单量也增长了19%。受益于线上渠道的开拓,雅芳的中国市场收入上涨20%,天猫旗舰店成最大功臣。


雅芳产品


近几年对雅芳来说,可谓是一波未平一波又起。中国市场的变化和各种渠道的升级让雅芳这个“老外”显得束手束脚,此外,内部人事的频繁变动和品牌老化等原因,也让雅芳名与利都受到影响。不仅多次被“退出”中国市场,还被曲解“卖身”出售广州工厂。老牌直销企业的转型之路道阻且长,好在雅芳在中国市场抓住了改革的机遇,借广东美业的转型契机,开始力挽狂澜,扭转局势。

早前,雅芳CEO Jan Zijderveld曾对界面广东表示,加强电商和数字化转型是雅芳的重要工作。亚太区副总裁威廉姆 · 拉恩也曾表示,雅芳看好中国市场的潜力,内部已经确立了“中国优先”的政策,从投资优先、沟通优先、授权优先等方面给予本土团队充分支持。可见,雅芳在中国市场之所以喜人的成绩主要是内部管理营销战略的调整。

线上渠道开拓成为雅芳在中国市场改革踏出的重要一步,天猫旗舰店和微信公众号为其重点发力的电商平台。其实雅芳天猫旗舰店早在2012年就开设,但直到2018年,雅芳才开始在此线上渠道上深耕。目前,雅芳天猫旗舰店运营状况良好,三项评分均在同行之上。


雅芳天猫旗舰店截图


据了解,目前雅芳已成为天猫KA(关键)客户,天猫正在推动雅芳加入阿里88VIP频道,以让雅芳沉淀更多高消费能力与高忠诚度的消费者。与天猫的合作让雅芳已迅速适应中国市场的调性,过上“中国节”。去年双十一,雅芳天猫旗舰店表现不俗,收到的付款金额是2017年的5倍。“520礼遇季”、“天猫618”即将到来,雅芳已提前在各社交平台进行产品的内容营销,有望冲刺第二季度业绩增长。

除了天猫旗舰店,雅芳还依托微信公众号打造的客户关系管理体系,通过全渠道、全会员、全数据打通获得海量消费者数据,利用内容营销和精准推送,使购买转化率突破200%。 

虽然雅芳电商渠道开拓得较晚,但其营销战略调整后反应迅速,在新零售走红的新环境下,得益于“电商+美容专卖店+化妆品专营店/商超”的全渠道布局,雅芳将利用数据、技术进一步推进产品和服务的融会相连。

此外,据路透社发布调查报告《2019,中国美妆新面孔》显示,全国一线城市86%的化妆品消费者更喜欢沉浸式的亲身购物体验。线下渠道注重产品跟服务,而雅芳总部位于广东,有优良的美业发展背景,雅芳作为老牌直销企业在此领域占有先天优势。此前菲诗小铺收购雅芳在中国广州的美妆个护生产工厂、广州雅芳制造有限公司,并不是传闻中的“卖身”,而只是雅芳提高资源利用率的举措。近年来广东花都区、白云区等地大力发展美业,力求变贴牌代工为自主原创,这些新进品牌的崛起和国民老牌的东山再起,对雅芳这个驻粤多年的“老外”来说既是机遇,更是挑战。期待雅芳在中国市场开拓更多元化的渠道,扭转局势、实现转型升级。



 
                  
       
        (永久域名) https://feedx.co (临时域名)

Source: 雅芳中国一季度收入增加20%,老牌直销企业转型之路初见成效



 

-

Discussion Forum / 论坛 / منتدى للنقاش/ Diễn đàn thảo luận/

-
Disclaimer : The purpose of this website is to be a place for learning and discussion. The website and each tutorial topics do not encourage anyone to participate in trading or investment of any kind. Any information shown in any part of this website do not promise any movement, gains, or profit for any trader or non-trader.

By viewing any material or using the information within this site, you agree that it is general educational material whether it is about learning trading online or not and you will not hold anybody responsible for loss or damages resulting from the content provided here. It doesn't matter if this website contain a materials related to any trading. Investing in financial product is subject to market risk. Financial products, such as stock, forex, commodity, and cryptocurrency, are known to be very speculative and any investment or something related in them should done carefully, desirably with a good personal risk management.

Prices movement in the past and past performance of certain traders are by no means an assurance of future performance or any stock, forex, commodity, or cryptocurrency market movement. This website is for informative and discussion purpose in this website only. Whether newbie in trading, part-time traders, or full time traders. No one here can makes no warranties or guarantees in respect of the content, whether it is about the trading or not. Discussion content reflects the views of individual people only. The website bears no responsibility for the accuracy of forum member’s comments whether about learning forex online or not and will bear no responsibility or legal liability for discussion postings.

Any tutorial, opinions and comments presented on this website do not represent the opinions on who should buy, sell or hold particular investments, stock, forex currency pairs, commodity, or any products or courses. Everyone should conduct their own independent research before making any decision.

The publications herein do not take into account the investment objectives, financial situation or particular needs of any particular person. You should obtain individual trading advice based on your own particular circumstances before making an investment decision on the basis of information about trading and other matter on this website.

As a user, you should agree, through acceptance of these terms and conditions, that you should not use this forum to post any content which is abusive, vulgar, hateful, and harassing to any traders and non-traders.