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Lesson3CosmeticMarketingStrategy

化妝品營(yíng)銷策略Task1CosmeticOnlineMarketingStrategy:CustomizationandPersonalization任務(wù)一:化妝品網(wǎng)絡(luò)營(yíng)銷策略定制化與個(gè)性化課前回顧與預(yù)習(xí)ThinkingandTalking:1.Howmanytypesofcosmeticmarketingstrategiesdoyouknow?2.WhichmarketingstrategydoyouthinkhasbeenmostlyusedinChina?Why?1Part1【BusinessModel】3Part3【TipsfortheSuccess】2Part2【FeatureAnalysis】4Part4

【RevenueModel】5Part5

【W(wǎng)hatisOnlinePersonalizationCosmetics?】6Part6

【FutureoftheCosmeticsIndustry】1PART1【BusinessModel】3Part3【TipsfortheSuccess】2Part2【FeatureAnalysis】4Part4

【RevenueModel】5Part5

【W(wǎng)hatisOnlinePersonalizationCosmetics?】6Part6

【FutureoftheCosmeticsIndustry】01CONTENT

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文章閱讀]Part1BusinessModel在快速消費(fèi)品(FMCG)和零售領(lǐng)域,化妝品行業(yè)正隨著潮流和消費(fèi)者行為而演變。在過(guò)去的幾年里,出現(xiàn)了一些趨勢(shì)來(lái)重新定義美麗的未來(lái)。Inthefastmovingconsumergoods(FMCG)andretailsector,thecosmeticsindustryisevolvingwithtrendsandconsumerbehavior.Overthelastfewyears,sometrendshaveemergedtoredefinethefutureofbeauty.“游戲規(guī)則改變者”該描述已被許多行業(yè)使用。技術(shù)正在改變整個(gè)行業(yè)的游戲規(guī)則,但化妝品行業(yè)已經(jīng)完全改變了傳統(tǒng)的形式,并演變?yōu)楦锩缘纳虡I(yè)模式創(chuàng)新。。Thedescriptor“Gamechanger”hasbeenusedbymanyindustries.Technologyiscontributinginmakinganindustrygamechangerbutcosmeticsindustryhascompletelyalteredthetraditionalformandhasevolvedasarevolutionarybusinessmodelinnovation.定制化化妝品是眾多趨勢(shì)之一,吸引了眾多消費(fèi)者的眼球,但對(duì)于創(chuàng)業(yè)者來(lái)說(shuō),這個(gè)行業(yè)還處于起步階段。Customizedcosmeticsbeingoneofthemanytrendshavebeencatchingtheeyes

ofmanycustomersbuttheindustryisinitsnascentstageforentrepreneurs.Thecustomizedcosmeticsindustryevolvedbyfindingaconnectionbetweenmicro-trendsandmacro-consumerneeds,whicharereadilyshifting.Sotherealquestionhere,isitjustifiedtoinvestinsomethingthathasbecomepopularduetotrend.Theindustryiscreatingmoremicro-trendswhicharerepresentingseriousopportunities.定制化化妝品行業(yè)的發(fā)展,是通過(guò)發(fā)現(xiàn)微觀趨勢(shì)和宏觀消費(fèi)者需求之間的聯(lián)系,而后者隨時(shí)都在變化。所以這里真正的問(wèn)題是,投資于那些由于趨勢(shì)而變得流行的東西是否合理。該行業(yè)正在創(chuàng)造更多的微觀趨勢(shì),這些趨勢(shì)代表著重大機(jī)遇。01CONTENT

2[KeyWords&Phrases重點(diǎn)單詞和短語(yǔ)]Part1BusinessModelcustomizevt.定做,按客戶具體要求制造customizedadj.定制的;用戶化的customn.習(xí)慣;風(fēng)俗;海關(guān)customizationn.定制;客制化服務(wù)customizableadj.可定制的tailoredcustomization量身定制例句:Youcancustomizethepageasyoulike.您可以根據(jù)自己的喜好來(lái)定制頁(yè)面。Itsupportstextchat,voicefunctions,andavatarcustomization.它支持文本聊天、語(yǔ)音功能和化身定制。evolvev.發(fā)展;進(jìn)化;使逐步形成evolveinto演化成evolutionn.演變;進(jìn)化論;進(jìn)展evolutionaryadj.進(jìn)化的;發(fā)展的;漸進(jìn)的evolutionismn.進(jìn)化論例句:Howdoyouthinkitshouldevolve?你認(rèn)為它應(yīng)該如何發(fā)展?Thecompanyhasevolvedintoamajorchemicalmanufacturer.這家公司已逐步發(fā)展成一個(gè)主要的化工廠。Thethreespeciesevolvedfromasingleancestor.這三種生物從同一祖先進(jìn)化而來(lái)。01CONTENT

3[Structure

Parsing結(jié)構(gòu)解析]Part1BusinessModel1.Understandingthecustomer’srequirementthencreatingaproduct.了解客戶的需求,然后創(chuàng)造產(chǎn)品。2.Providingcustomerswithabaseproductandmakingminorchangesaccordingtocustomers為客戶提供基礎(chǔ)產(chǎn)品,并根據(jù)客戶需求進(jìn)行小的改動(dòng)1PART1【BusinessModel】3Part3【TipsfortheSuccess】2Part2【FeatureAnalysis】4Part4

【RevenueModel】5Part5

【W(wǎng)hatisOnlinePersonalizationCosmetics?】6Part6

【FutureoftheCosmeticsIndustry】02Part2FeatureAnalysisCONTENT1

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文章閱讀]Specificmotivepackages特定動(dòng)機(jī)的包裝Socialsharing社交分享E-commercesection電子商務(wù)部分Review評(píng)論Analgorithmtounderstandcustomerspreference一種了解客戶偏好的算法IntuitiveUI直觀的用戶界面intuitiveinterfaceusingfacedetectiontoknowthedetailssuchasskintone;thecustomerschoosethebestoptionsaccordingtotheirtraits.通過(guò)人臉檢測(cè)來(lái)了解細(xì)節(jié),如膚色;客戶根據(jù)他們的特點(diǎn)選擇最好的選項(xiàng)。Businesscanaddgamificationtotheirwebsitetoprovidethebestcustomerexperience.企業(yè)可以在其網(wǎng)站上添加游戲化,以提供最佳的客戶體驗(yàn)。eg.hairfallisacommonproblem,especiallyforfemales.Thewebsiteprovideapackageofshampoo,conditioner,mask,serumspecificallyforhairfall.例如,脫發(fā)是一個(gè)常見(jiàn)的問(wèn)題,尤其是對(duì)女性而言。該網(wǎng)站可以提供專門針對(duì)頭發(fā)掉落的洗發(fā)水、護(hù)發(fā)素、面膜、精華液的包裝。Customerssharetheircreatedproductswithfriendsorfamilyonsocialmedia.Thiswillincreasethecustomerexperienceandalsohelppromoteyourbusiness.客戶在社交媒體上與朋友或家人分享他們的產(chǎn)品。這將增加客戶體驗(yàn),也有助于促進(jìn)您的業(yè)務(wù)。Businessescanselltheirready-madecosmeticsonlineontheirwebsiteasnotallcustomerswanttocustomizetheircosmeticsfortheirskin.商家可以在他們的網(wǎng)站上出售現(xiàn)成的化妝品,因?yàn)椴⒉皇撬械念櫩投枷霝樽约旱钠つw定制化妝品。Reviewshelpbuildthetrustofnewcustomersandimproveconversions.Usehigh-resolutionproductimagestocomplementthetrust-buildingelementofthewebsite.評(píng)論有助于建立新客戶的信任并提高轉(zhuǎn)化率。使用高分辨率的產(chǎn)品圖片來(lái)補(bǔ)充網(wǎng)站建立信任的元素。02Part2FeatureAnalysisCONTENT1

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文章閱讀]Detailednavigation詳細(xì)的導(dǎo)航Subscriptionplans訂閱計(jì)劃FAQ常見(jiàn)問(wèn)題解答Giftingoptions禮物的選擇Howitworks“它是如何工作的”頁(yè)面Thewebsitemusthaveanoptiontoorderthecustomizedproductandalsohaveanoptionforgift-wrap.該網(wǎng)站必須有一個(gè)選項(xiàng)可以訂購(gòu)定制的產(chǎn)品,也可以進(jìn)行禮品包裝。A“howitworks”sectiononthewebsitehelppeoplehaveafairideaastohowtheyhavetocustomizetheproduct.網(wǎng)站上“它是如何工作的”頁(yè)面幫助人們對(duì)如何定制產(chǎn)品有一個(gè)清晰的想法。aneasyandwell-plannednavigation,Sothatpeoplecaneasilyfindtheproductundertheright

categories.一個(gè)簡(jiǎn)單和精心設(shè)計(jì)的導(dǎo)航。這樣人們就可以很容易地在正確的類別下找到產(chǎn)品。Businessescanintroducesubscriptionplans.Peoplebuycosmeticsonaregularbasis,itmaybemonthly,quarterlyoryearly.企業(yè)引入訂閱計(jì)劃。引導(dǎo)人們定期購(gòu)買化妝品,可能是每月、每季或每年一次。publishalistoffrequentlyaskedquestions(FAQ)tohelpusersfindsolutions.egIfIhaveoilyskinshouldmymoisturizerhavealoevera?Whatingredientsshouldbeintheshampootoreducehairfall?IamafaircomplexiongirlwhattoneoffoundationshouldIbuy?發(fā)布一系列常見(jiàn)問(wèn)題(FAQ),幫助用戶找到解決方案。如:如果我是油性皮膚,我的保濕霜應(yīng)該含有蘆薈嗎?\洗發(fā)水中應(yīng)該有哪些成分來(lái)減少頭發(fā)脫落?\我是一個(gè)膚色白皙的女孩,我該買什么色調(diào)的粉底呢?1PART1【BusinessModel】3Part3【TipsfortheSuccess】2Part2【FeatureAnalysis】4Part4

【RevenueModel】5Part5

【W(wǎng)hatisOnlinePersonalizationCosmetics?】6Part6

【FutureoftheCosmeticsIndustry】ThebusinessmustmentiontheUSPoftheircustomizedproductonthewebsite.eg.parabenfree,chemicalfree,etc.企業(yè)必須在網(wǎng)站上提及其定制產(chǎn)品的USP。如,不含苯甲酸酯,不含化學(xué)物質(zhì)等。03Part3TipsfortheSuccessCONTENT1

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文章閱讀]USP獨(dú)特的銷售主張whenacustomerbuysashampoo,he/shealsowantstobuyconditionerorserum.當(dāng)顧客買了洗發(fā)水,他/她還想買護(hù)發(fā)素或精華液。Upselling追加銷售providesamplesorfreeproductswithaminimumorder.eg.whenacustomerorderfor$300,theywillreceivefreeproductswiththeorder.提供樣品或免費(fèi)產(chǎn)品的最低訂單。例:當(dāng)客戶以300美元的價(jià)格訂購(gòu)時(shí),他們將會(huì)收到訂單附帶的免費(fèi)產(chǎn)品。

Samplesavailablewithaminimumorder最低訂單樣品Thewebsitecanhaveanoptionwherecustomerscanfillinthedetailsabouttheirskinandexpertsadvisethemonwhichproducttochoose.消費(fèi)者可以在網(wǎng)站上填寫(xiě)有關(guān)自己皮膚的詳細(xì)信息,專家會(huì)建議他們選擇哪種產(chǎn)品。Consultationfromexperts專家咨詢1PART1【BusinessModel】3Part3【TipsfortheSuccess】2Part2【FeatureAnalysis】4Part4

【RevenueModel】5Part5

【W(wǎng)hatisOnlinePersonalizationCosmetics?】6Part6

【FutureoftheCosmeticsIndustry】04Part4RevenueModelCONTENT1

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文章閱讀]Accordingtoa

marketanalysis,itwasanalyzedthattheglobalcosmeticproductsmarketwasvaluedatUSD532.43billionin2017andisexpectedtoreachamarketvalueofUSD805.61billionby2023,registeringaCAGRof7.14%during2018-2023.Thescopeofthereportislimitedtovariousproducts,likehaircare,skincare,oralcare,colorcosmetics,fragrances,soapsandshowergels,andsuncareproducts.根據(jù)市場(chǎng)分析,2017年全球化妝品市場(chǎng)價(jià)值為5324.3億美元,預(yù)計(jì)到2023年將達(dá)到8056.1億美元的市場(chǎng)價(jià)值,2018-2023年的年復(fù)合增長(zhǎng)率為7.14%。該報(bào)告的范圍僅限于各種產(chǎn)品,如頭發(fā)護(hù)理、皮膚護(hù)理、口腔護(hù)理、彩妝、香水、肥皂和沐浴露,以及防曬護(hù)理產(chǎn)品。04Part4RevenueModelCONTENT1

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文章閱讀]AdvertisementTheentrepreneurcanearnextrarevenuebyadvertisingnon-competitivebusinessesonthewebsite.Ifthewebsitehasadvertisementsforsalonservices,clothingwebsite,andmore,theycanearnsomeextrarevenue.企業(yè)家可以通過(guò)在網(wǎng)站上為沒(méi)有競(jìng)爭(zhēng)力的企業(yè)做廣告賺取額外收入。如果該網(wǎng)站有沙龍服務(wù)、服裝網(wǎng)站等廣告,他們可以賺取一些額外的收入。SubscriptionAscosmeticsisaconsumableproduct,thecustomerwouldwanttore-orderafterasetperiodoftime.Toearncontinuousrevenue,entrepreneurscanintroduceasubscriptionmodelontheirwebsite.Knowmoreonthistopicbygoingthroughourblogposton

subscriptionboxformen&women.由于化妝品是一種消耗品,顧客會(huì)希望在一段時(shí)間后重新訂購(gòu)。為了獲得持續(xù)的收入,企業(yè)家可以在他們的網(wǎng)站上引入訂閱模式。了解更多這方面的話題,請(qǐng)瀏覽我們?yōu)槟腥撕团嗽O(shè)計(jì)的博客文章訂閱框。1PART1【BusinessModel】3Part3【TipsfortheSuccess】2Part2【FeatureAnalysis】4Part4

【RevenueModel】5Part5

【W(wǎng)hatisOnlinePersonalizationCosmetics?】6Part6

【FutureoftheCosmeticsIndustry】05Part5WhatisOnlinePersonalizationCosmetics?CONTENT1

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文章閱讀]Thebeautyindustryhasunderstoodthattheyhavetoembracepersonalizationasnotwofacesaresimilar.Famousbrandsarerecognizingthisneedandimplementingpersonalization.Withcosmetics,peoplearefeelingasenseofparalysisandtheyhavealotofoptionstochoosefrom.Whengivenalotofoptionstheyarelesslikelytopurchaseanythingorbehappywiththeproducttheyhavebought.Thisisthereasonbeautybrandshavestartedusingpersonalization.美容業(yè)已經(jīng)明白,他們必須擁抱個(gè)性化,因?yàn)闆](méi)有兩張臉是相似的。知名品牌正在認(rèn)識(shí)到這一需求并實(shí)施個(gè)性化。有了化妝品,人們會(huì)有一種麻痹的感覺(jué),他們有很多選擇。當(dāng)給他們很多選擇的時(shí)候,他們不太可能買任何東西或?qū)λ麄冑I的產(chǎn)品感到滿意。這就是美容品牌開(kāi)始使用個(gè)性化的原因。05Part5WhatisOnlinePersonalizationCosmetics?CONTENT

2

[Structure

Parsing結(jié)構(gòu)解析]VisualArtistisafeaturewithintheSephoraapp,afeaturethatcombinesfacialrecognitionandaugmentedreality.Itallowsconsumersto“tryon”differentproducts.視覺(jué)藝術(shù)家是絲芙蘭應(yīng)用程序的一個(gè)功能,它結(jié)合了面部識(shí)別和增強(qiáng)現(xiàn)實(shí)。它允許消費(fèi)者“嘗試”不同的產(chǎn)品。SephoraShiseidohasaskincaresystemthatcandeterminesomeone’sskintexture,poresandmoisturecontentwithaphoto.Iteventakesintoconsiderationvariablessuchastemperatureandhumidity.資生堂的護(hù)膚系統(tǒng)可以通過(guò)一張照片判斷出一個(gè)人的皮膚紋理、毛孔和水分含量。它甚至將溫度和濕度等變量考慮在內(nèi)。ShiseidoBrandswhopersonalizecosmeticsCoverGirllaunchedanapp,CustomBlend,thatanalyzespeople’sskintone,intensity,andundertone,generatinganumericindicatorthatmatchesthemwiththerightproducts.Peoplecanselectfontsandlabelcolors,andevenincludetheirnameonthebottle.CoverGirl推出了一款名為CustomBlend的應(yīng)用,它可以分析人們的膚色、膚色強(qiáng)度和底色,生成一個(gè)數(shù)字指示,讓它們與正確的產(chǎn)品相匹配。人們可以選擇字體和標(biāo)簽的顏色,甚至包括他們的名字在瓶子上。1PART1【BusinessModel】3Part3【TipsfortheSuccess】2Part2【FeatureAnalysis】4Part4

【RevenueModel】5Part5

【W(wǎng)hatisOnlinePersonalizationCosmetics?】6Part6

【FutureoftheCosmeticsIndustry】06Part6FutureoftheCosmeticsIndustryCONTENT1

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文章閱讀]Thefutureofthecosmeticindustryhastakencustomizationonestepforward.Firstpeoplehadtofillinthedetailsandpreferencestocustomizetheirproduct.Nowtherearedeviceswhichwillcreatetheproductforthecustomersathome.Usingwaterandencapsulatedrawmaterials,rangingfromskincaretohygieneandhairproducts.Inthepastfewdecades,thebeautyindustryhasbe

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