京东运营方案-2018年联合利华案例（ppt73页).pptx

China Cross-border E-comm Orientation 2018.03.07 1 AGENDA • UL CBEC Proposition and TA • 2018 Portfolio Overview • By Customer Latest Update • 2018 Content Marketing Working Plan Update 2 Conclusion: ‘global offering’ proposition There is not a lot of differentiation in overall category offerings - everyone offers everything. Consumers care most about where their products are coming from and why. 3 CBE C CONSUME R (S KIN CARE ) WHO ARE THEY ? 4 UL CBE C CONSUME R WHO ARE THEY ? 矛盾的综合体，无法用年龄和外表来定义她们的个性 中年少女、干物女神、朋克养生、佛系网红 萌似女汉子、佛系浪子、社交宅、绅女 5 UL CBE C CONSUME R THEIR SOCIAL IDENTITY DECIDE WHAT THEY WANT 美比天大的自我形象管理者 形象事大，要比美也要秀美。她们跑在追求美的第一线，从内至 外一点都不马虎，永远要在别人面前展现最有魅力的完美状态 颜 控 要品质更要性价比的精质主义 消费观念日益理性，从“外向型炫耀消费”转为“内向型自我享受的 消费”，追求更聪明的消费方式寻求通过海淘／购买高性价比进口好 货 质 控 追求新鲜感的感官动物 体 验 控 她们热衷于追求新奇有趣的体验，会为了心情买单。也乐于开发 探索一些国内未有的新产品／新技术 乐观富有激情的理想主义者 她们知道自己想要什么，并一直在自己的道路上坚持着。乐观且 充满激情，会不断充实自己、用行动来实现自己的目标 情 怀 控 6 Unilever Import Business’ part to play in their overall beauty routine: Internal Clean Makeup Removal Sunblock Facial Wash Facial Lotion Toner Hand Wash Hand Cream Serum Body Wash Body Lotion Essences Hair Wash Basic Care Conditioner Whitening / anti-aging Advanced Care Cosmetics Facial Masks Lipstick / External Foundation Perfume Manicure Hair styling Eye makeup 7 Young Beauty Explorers prioritize the most visible end of their beauty routine. This is perceived as the most glamorous and fun part of the beauty routine. Their obsession here is perpetuated by the media and social content that they consume. There’s not much love for the Cleansing and Basic end of the spectrum! Conclusion: Our focused product offering gives us a unique Point of View on our TA’s passion point. Personal Care is the foundation of all Personal Beauty. Our Point of View is that The Basics Matter. Unilever Import Business offers Young Beauty Explorers a Foundation for their Beauty, from around the world. 8 用全世界呵护你的美丽根本 联合利华 海外购 9 店铺风格调性 设计风格： - 年轻，时尚，清新，低饱和度 - 配合key elements，专业，干净 - 界面Mobile friendly 内容风格：