化妝品網(wǎng)絡(luò)營銷策略

Lesson3CosmeticMarketingStrategy

化妝品營銷策略Task1CosmeticOnlineMarketingStrategy：CustomizationandPersonalization任務(wù)一：化妝品網(wǎng)絡(luò)營銷策略定制化與個性化課前回顧與預(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。在過去的幾年里，出現(xiàn)了一些趨勢來重新定義美麗的未來。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之一，吸引了眾多消費(fèi)者的眼球，但對于創(chuàng)業(yè)者來說，這個行業(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，是通過發(fā)現(xiàn)微觀趨勢和宏觀消費(fèi)者需求之間的聯(lián)系，而后者隨時都在變化。所以這里真正的問題是，投資于那些由于趨勢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，這些趨勢代表著重大機(jī)遇。01CONTENT

2[KeyWords&Phrases重點(diǎn)單詞和短語]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)自己的喜好來定制頁面。Itsupportstextchat,voicefunctions,andavatarcustomization.它支持文本聊天、語音功能和化身定制。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)展成一個主要的化工廠。Thethreespeciesevolvedfromasingleancestor.這三種生物從同一祖先進(jìn)化而來。01CONTENT

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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特定動機(jī)的包裝Socialsharing社交分享E-commercesection電子商務(wù)部分Review評論Analgorithmtounderstandcustomerspreference一種了解客戶偏好的算法IntuitiveUI直觀的用戶界面intuitiveinterfaceusingfacedetectiontoknowthedetailssuchasskintone;thecustomerschoosethebestoptionsaccordingtotheirtraits.通過人臉檢測來了解細(xì)節(jié)，如膚色;客戶根據(jù)他們的特點(diǎn)選擇最好的選項。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。eg.hairfallisacommonproblem,especiallyforfemales.Thewebsiteprovideapackageofshampoo,conditioner,mask,serumspecificallyforhairfall.例如，脫發(fā)是一個常見的問題，尤其是對女性而言。該網(wǎng)站可以提供專門針對頭發(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，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，因為并不是所有的顧客都想為自己的皮膚定制化妝品。Reviewshelpbuildthetrustofnewcustomersandimproveconversions.Usehigh-resolutionproductimagestocomplementthetrust-buildingelementofthewebsite.評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訂閱計劃FAQ常見問題解答Giftingoptions禮物的選擇Howitworks“它是如何工作的”頁面Thewebsitemusthaveanoptiontoorderthecustomizedproductandalsohaveanoptionforgift-wrap.該網(wǎng)站必須有一個選項可以訂購定制的產(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”頁面幫助人們對如何定制產(chǎn)品有一個清晰的想法。aneasyandwell-plannednavigation,Sothatpeoplecaneasilyfindtheproductundertheright

categories.一個簡單和精心設(shè)計的導(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)引入訂閱計劃。引導(dǎo)人們定期購買化妝品，可能是每月、每季或每年一次。publishalistoffrequentlyaskedquestions(FAQ)tohelpusersfindsolutions.egIfIhaveoilyskinshouldmymoisturizerhavealoevera?Whatingredientsshouldbeintheshampootoreducehairfall?IamafaircomplexiongirlwhattoneoffoundationshouldIbuy?發(fā)布一系列常見問題(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)該有哪些成分來減少頭發(fā)脫落?\我是一個膚色白皙的女孩，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美元的價格訂購時，他們將會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)站上填寫有關(guān)自己皮膚的詳細(xì)信息，專家會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)市場分析，2017年全球化妝品市場價值為5324.3億美元，預(yù)計到2023年將達(dá)到8056.1億美元的市場價值，2018-2023年的年復(fù)合增長率為7.14%。該報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)家可以通過在網(wǎng)站上為沒有競爭力的企業(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，顧客會希望在一段時間后重新訂購。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，請瀏覽我們?yōu)槟腥撕团嗽O(shè)計的博客文章訂閱框。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，他們必須擁抱個性化，因為沒有兩張臉是相似的。知名品牌正在認(rèn)識到這一需求并實施個性化。有了化妝品，人們會有一種麻痹的感覺，他們有很多選擇。當(dāng)給他們很多選擇的時候，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。這就是美容品牌開始使用個性化的原因。05Part5WhatisOnlinePersonalizationCosmetics?CONTENT

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Parsing結(jié)構(gòu)解析]VisualArtistisafeaturewithintheSephoraapp,afeaturethatcombinesfacialrecognitionandaugmentedreality.Itallowsconsumersto“tryon”differentproducts.視覺藝術(shù)家是絲芙蘭應(yīng)用程序的一個功能，它結(jié)合了面部識別和增強(qiáng)現(xiàn)實。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)可以通過一張照片判斷出一個人的皮膚紋理、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