bpmpcc jasfinal守護(hù)健康加油夢想

1、守護(hù)健康，加油夢想!Safeguard your health, TF your dreams!截止2月，F(xiàn)YT Feb SFG成為線上份額第一品牌！es online share No.1 brand!JD 178Tmall Flagship Store 147Tanner FYTD 158 IYA +24pts leading growth!Tmall Super 183YHD 126長期促銷裝生意貢獻(xiàn)從7% 躍升至 19%！FYTD ECOM on-going pack contribution is from 7% to 19%財年至今FY1617個人清潔品類目標(biāo)FY1617 PCC

2、categoryTop10SeValueShare+1.6ptsNOS160arch Share+10pts品牌不夠 high？Lack of brand news?鮮肉時代PCC的男神在哪里？Where is PCCs cerity?爆款不夠 爆？Lack of BAO SKU productivity?持續(xù)的爆款設(shè)計 Continuity BAO SKU design1.2.爆款價值感知 Sizing impresand value perception多芬 720ml X31.5L X2體驗不夠 爽？Opportunity in shopexperience頁面/產(chǎn)品頁設(shè)計E-conte

3、nt包裝破損漏液Leaking開箱體驗1.5MOTFY1617 個人清潔品類FY1617 PCC Ecom Annual strategy生意策略NOS 160品牌建設(shè)/ITT/基礎(chǔ)工作Brand building/ITT/Fundamental優(yōu)化購物體驗Improve shop experience爆款產(chǎn)出Enhance BAO SKU productivity做大節(jié)慶/窗口izen/bigwindow做大節(jié)慶/窗口izen/big window全新代言人：加油男孩TFboys！rity: TFboys！SFG new ceTFBoys 有多 High-流量How hot is Tfboy

4、s-traffic”搜索量2.8倍增長秒58 mins, 58萬次瀏覽量0.58MM view in 58 mins“Baidu search index 2.8x growthTFBoys 有多 High-轉(zhuǎn)化率/客單How hot is Tfboys-traffic7-9月市場計劃1:JAS big idea-1: SFG& TFboys Great Wall planxTFboys 健康公益計劃官微/大號發(fā)起并KOL Creat buzz希望小學(xué)洗手池捐助Donate hand washing facility線下活動&Event& mediax TFboys 健康SFG& TFboys

5、 Great Wall plan: ECOM Plan公益計劃-站內(nèi)計劃1.官網(wǎng)/活動頁Traffic to Ecom platform and/n page2. 每賣出買1套Tfboys 禮盒，幫你的為希望工程捐出1元錢Donate 1 RMB packter/mv/ticket3.買禮盒贈限量版愛心明信片、海報；獨家MV 花絮；抽見面會門票Buy get站內(nèi)設(shè)計配合Banner design周邊贈品Relevant premiumnks so much for your sd fu d gupport to our SFGan yPut down your ink beside m ine

6、,lets make a promise to sa feguardx TFboys 健康公益計劃-站內(nèi)形象禮盒SFG& TFboys Great Wallequity pack純白720ml+蘆薈720ml+純白115g*3+蘆薈115g*3+白茶225ml櫻花225ml青蘋果225ml69.9 RMBJD69.9 RMBAli720ml+115g*3+69.9 RMBYHD& other tannerx TFboys電子商務(wù)SFG& Tfboys ECOM customize supporting m:客戶化支持：JD/AliTfboys Co-randnTop 4 BannerTfboy

7、s buy-get/Brandn7-9月市場計劃2-火熱夏季，運動“佳”伴JAS big idea-2: SFG summer sportsn7-9月市場計劃2-火熱夏季，運動“佳”伴JAS big idea-2: SFG summer sportsn運動系列折扣券-4元/8元/12元檔運動打卡推送/累計里程換禮-每累計10km，立減4元，12元封頂-e.g. 咕咚/悅跑/小米7-9月個人清潔品類外媒投入JAS16 PCC external media investment3186萬138Index15億爆款產(chǎn)出Enhance BAO SKU productivity競爭品牌線上重點單品-價格

8、策略分析Online key BW competitor pricing strategyysis1.多芬/力士：JD主推1L裝；旗艦店主推小樣；貓超主推單瓶ottleDove/Lux: JD drive ECOM pack; Tmall FS drive bundling; Tmall Super drive sing2.資生堂：JD 主推虛擬；旗艦店單瓶價格形象；貓超單瓶直降拉動銷量Kuyura: JD drive VB; Tmall FS keep pricing image with singottle; Tmall Super drive sales via singottle di

9、sountData source:JD/Tmall FS/Tmall Super search page in JFM16FY1617個人清潔品類-爆款優(yōu)化策略：FY1617 PCC BAO SKU improvement:3.贈品&試用裝升級Trial/Premium size upgrade1.持續(xù)性/客戶化爆款設(shè)計Consistant/differentiate BAO SKU design長期促銷裝優(yōu)化Ecom on-going pack upgrade2.SFG 50mlSFG 100mlOlay 100mlFY1617個人清潔品類-Online key BW competitor

10、pricing strategyysis長期促銷裝：SFG LHSOlay BWSFG 700ml*3SFG 1.5LNew!優(yōu)化購物體驗Improve shopexperience優(yōu)化購物體驗-個人清潔品類E-SBD 1.0PCBD 1.0 upgrade優(yōu)化Econtent：1)簡化布局 2）增強圖像視覺性3）場景化設(shè)計Improve Econtent with: 1)Simplify layout 2) Visual Driven 3) Relevant copy to engage shopperSBD 1.0 購物路徑全局優(yōu)化Holistic Upgrade tight consumers in whole path to purchaseafterFutureBeforeDouble 12 window test in JD: CTR 2X優(yōu)化購物體驗-更新產(chǎn)品圖設(shè)計：Upgrade e-content design優(yōu)化設(shè)計：12小時長效抑菌Improve design: 12 hours long-lasting protection全線換新PCCPCC family full-line upgrade優(yōu)化購物體驗-減少泵裝漏液率從9%到1%Win Shopexperience-Leaking solution:解決方案：1.多瓶裝產(chǎn)品增加底座和覆膜Add