Tmall-Estee Lauder Strawman精选.ppt

Category Certified Efficacy Brand Certified IWOM Efficacy Promotion For example: For example: NALA娜拉 / Purchasing agent Style:1,890 Sales amount: Jun:10,926,210RMB Jul :11,494,942RMB 首页及产品页都包含了消费者的6大消费动机。 Category Efficacy Certified IWOM Promotion Promotion Brand 【猪哼少】 护肤彩妆： Style:2,259 Sales amount: Jun:25,619,665RMB Jul :27,838,051RMB 首页及产品页都包含了消费者的6大消费动机。 For example: Purchasing agent For example:【猪哼少】 护肤彩妆 Category Efficacy Certified IWOM Brand Promotion P Romot I on Category Efficacy Efficacy 美货满仓： Style:734 Sales amount: Jun:2,141,076RMB Jul :2,294,566RMB 首页及产品页都包含了消费者的6大消费动机。 For example: Purchasing agent For example:美货满仓 / Category Certified Category IWOM IWOM Brand Promotion Efficacy Efficacy Efficacy USA SHOP： Style:369 Sales amount: Jun:3,675,116RMB Jul :3,366,597RMB 首页及产品页都包含了消费者的6大消费动机。 For example: Purchasing agent For example: USA Shop / Category Brand Efficacy IWOM Category Efficacy Brand Promotion Certified Efficacy Efficacy IWOM Promotion 薹北美肌馆： Style:3715 Sales amount: Jun:952,436RMB Jul :1,838,331RMB 首页及产品页都包含了消费者的6大消费动机。 For example: Purchasing agent For example: 薹北美肌馆 / Category Efficacy Brand Certified IWOM Promotion Certified IWOM 小也官方旗舰店： Style:936 Sales amount: Jun:2,655,001RMB Jul :3,488,214 RMB 首页及产品页都包含了消费者的6大消费动机。 For example: Tmall For example:小也官方旗舰店 / CHINA = of the luxury market in 2015 20% RMB212B in 2010; ~60% spent outside the Mainland Total China luxury spend (RMB B) 100% 156 Overseas (Rest of world) 38 212 Overseas (Rest of world) 52 CAGR (09-10) 36% 38% 80 HK Macau 50 HK Macau 72 45% 60 40 20 Mainland 68 Mainland 87 27% 0 2009 2010 Source: Bain Survey of Luxury Goods Consumers in Mainland China 2011 (n=1,959) Luxury brands upping their games to get ahead Many brands upgrading existing stores and building larger ones to improve shopping experien