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莎莎13年下不好内地这盘棋

来源: 南方日报网络版     时间: 2019年10月20日 11:22:48
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(莎)(莎)(位)(于)(内)(地)(的)(门)(店)(与)(香)(港)(大)(本)(营)(相)(比)(,在)(品)(牌)(选)(择)(和)(商)(品)(定)(价)(上)(似)(乎)(都)(缺)(乏)(吸)(引)(力)(。从)(商)(品)(价)(格)(上)(来)(看)(,北)(京)(商)(报)(记)(者)(在)(莎)(莎)(甘)(家)(口)(百)(货)(店)(看)(到)(,其)(大)(部)(分)(品)(牌)(的)(商)(品)(价)(格)(与)(其)(他)(零)(售)(渠)(道)(相)(比)(都)(没)(有)(优)(势)(。举)(例)(来)(看)(,目)(前)(在)(网)(络)(上)(颇)(受)(欢)(迎)(的)(一)(款)(春)(雨)(蜂)(蜜)(面)(膜)(在)(莎)(莎)(售)(价)(180元)(/10片)(,同)(款)(商)(品)(在)(屈)(臣)(氏)(售)(价)(99元)(,在)(网)(易)(考)(拉)(商)(城)(上)(的)(售)(价)(为)(88元)(。而)(在)(莎)(莎)(香)(港)(官)(网)(的)(标)(价)(为)(149元)(,打)(折)(后)(价)(格)(仅)(为)(79元)(,内)(地)(消)(费)(者)(目)(前)(通)(过)(莎)(莎)(香)(港)(官)(网)(购)(买)(商)(品)(满)(288元)(即)(可)(享)(受)(香)(港)(直)(邮)(。
在)(品)(牌)(选)(择)(方)(面)(,小)(众)(独)(家)(品)(牌)(是)(莎)(莎)(想)(要)(打)(造)(的)(特)(色)(之)(一)(,早)(在)(2014财)(年)(,莎)(莎)(集)(团)(的)(独)(家)(品)(牌)(销)(售)(就)(已)(经)(占)(集)(团)(总)(零)(售)(销)(售)(额)(的)(44.2%。不)(过)(如)(果)(品)(牌)(太)(过)(小)(众)(的)(话)(,在)(销)(量)(上)(似)(乎)(也)(难)(有)(保)(障)(。比)(如)(莎)(莎)(在)(11月)(海)(报)(上)(推)(荐)(的)(霓)(净)(思)(品)(牌)(,据)(北)(京)(商)(报)(记)(者)(了)(解)(,霓)(净)(思)(是)(台)(湾)(医)(美)(品)(牌)(,创)(立)(于)(2005年)(,但)(是)(在)(内)(地)(的)(知)(名)(度)(却)(远)(不)(如)(森)(田)(、DR.WU等)(。在)(天)(猫)(旗)(舰)(店)(上)(,霓)(净)(思)(销)(量)(最)(高)(的)(商)(品)(月)(销)(量)(也)(只)(有)(一)(千)(多)(,对)(比)(来)(看)(森)(田)(天)(猫)(旗)(舰)(店)(上)(销)(量)(最)(高)(的)(一)(款)(产)(品)(的)(月)(销)(量)(是)(霓)(净)(思)(的)(三)(四)(十)(倍)(,霓)(净)(思)(在)(京)(东)(旗)(舰)(店)(上)(销)(量)(最)(高)(的)(一)(款)(产)(品)(则)(只)(有)(10余)(条)(累)(计)(评)(价)(。
前)(路)(迷)(茫)(
知)(名)(度)(高)(的)(品)(牌)(商)(品)(在)(价)(格)(上)(没)(有)(优)(势)(,小)(众)(品)(牌)(又)(难)(以)(带)(来)(可)(观)(的)(销)(售)(,对)(于)(莎)(莎)(来)(说)(,进)(入)(内)(地)(市)(场)(13年)(似)(乎)(也)(没)(摸)(清)(该)(怎)(么)(打)(好)(这)(副)(牌)(。品)(牌)(营)(销)(专)(家)(姜)(晓)(峰)(表)(示)(,莎)(莎)(在)(过)(去)(知)(名)(度)(很)(高)(,大)(家)(都)(觉)(得)(同)(样)(的)(品)(牌)(在)(莎)(莎)(能)(以)(更)(低)(的)(价)(格)(买)(到)(,这)(种)(优)(势)(目)(前)(在)(香)(港)(市)(场)(还)(有)(所)(延)(续)(,但)(是)(在)(内)(地)(市)(场)(则)(有)(了)(截)(然)(不)(同)(的)(表)(现)(。一)(方)(面)(,内)(地)(消)(费)(者)(接)(触)(化)(妆)(品)(的)(渠)(道)(在)(以)(几)(何)(级)(的)(速)(度)(增)(长)(,除)(了)(门)(店)(数)(量)(更)(多)(的)(屈)(臣)(氏)(、万)(宁)(的)(实)(体)(竞)(争)(者)(外)(,还)(有)(各)(种)(电)(商)(渠)(道)(,而)(且)(消)(费)(者)(去)(国)(外)(的)(机)(会)(也)(在)(增)(多)(,莎)(莎)(的)(顾)(客)(自)(然)(也)(会)(被)(分)(流)(。
另)(一)(方)(面)(,从)(货)(品)(供)(应)(方)(面)(来)(看)(,姜)(晓)(峰)(认)(为)(,“莎)(莎)(的)(商)(品)(价)(格)(在)(内)(地)(没)(有)(办)(法)(保)(持)(香)(港)(优)(势)(,因)(此)(只)(能)(在)(选)(品)(的)(差)(异)(化)(上)(下)(功)(夫)(,于)(是)(我)(们)(看)(到)(莎)(莎)(引)(进)(了)(很)(多)(国)(外)(小)(众)(品)(牌)(,但)(是)(国)(内)(消)(费)(者)(则)(在)(化)(妆)(品)(消)(费)(上)(总)(体)(还)(是)(很)(看)(中)(品)(牌)(的)(,如)(果)(这)(些)(小)(众)(品)(牌)(缺)(乏)(广)(告)(营)(销)(的)(话)(,只)(靠)(小)(众)(粉)(丝)(和)(门)(店)(自)(然)(销)(售)(的)(销)(量)(也)(会)(十)(分)(有)(限)(。尤)(其)(是)(在)(门)(店)(数)(量)(十)(分)(有)(限)(的)(情)(况)(下)(,消)(费)(者)(的)(进)(店)(量)(本)(身)(就)(很)(少)(,又)(何)(谈)(购)(买)(。
进)(入)(内)(地)(后)(,莎)(莎)(的)(竞)(争)(对)(手)(不)(仅)(是)(屈)(臣)(氏)(、万)(宁)(等)(实)(体)(门)(店)(,来)(自)(电)(商)(的)(冲)(击)(则)(更)(为)(致)(命)(。莎)(莎)(主)(打)(“物)(美)(价)(廉)(”,但)(是)(电)(商)(平)(台)(本)(身)(就)(是)(以)(低)(价)(冲)(市)(场)(起)(家)(。在)(姜)(晓)(峰)(看)(来)(,如)(果)(莎)(莎)(继)(续)(沿)(用)(原)(来)(的)(品)(牌)(定)(位)(,面)(对)(的)(竞)(争)(会)(很)(激)(烈)(,实)(体)(店)(的)(高)(租)(金)(、运)(营)(成)(本)(也)(会)(带)(来)(很)(大)(压)(力)(。如)(果)(向)(高)(端)(、专)(业)(、体)(验)(化)(转)(型)(,则)(可)(能)(还)(有)(一)(定)(发)(展)(空)(间)(。北)(京)(商)(业)(经)(济)(学)(会)(秘)(书)(长)(赖)(阳)(也)(认)(为)(,随)(着)(品)(牌)(同)(质)(化)(、渠)(道)(竞)(争)(愈)(发)(激)(烈)(,如)(何)(为)(消)(费)(者)(带)(来)(更)(优)(质)(、贴)(心)(的)(服)(务)(将)(为)(化)(妆)(品)(零)(售)(店)(争)(取)(更)(多)(市)(场)(的)(出)(路)(。对)(于)(实)(体)(化)(妆)(品)(店)(来)(说)(,可)(以)(发)(挥)(本)(身)(的)(渠)(道)(优)(势)(,增)(加)(更)(具)(有)(现)(场)(感)(的)(体)(验)(性)(服)(务)(,比)(如)(扩)(大)(试)(妆)(空)(间)(、增)(加)(定)(制)(服)(务)(等)(。
北)(京)(商)(报)(记)(者)(王)(晓)(然)(徐)(天)(悦)(返)(回)(搜)(狐)(,查)(看)(更)(多)(
责)(任)(编)(辑)(:
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