京东运营方案

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1、ChinaCross-borderE-commOrientation2018.03.07AGENDA•ULCBECPropositionandTA•2018PortfolioOverview•ByCustomerLatestUpdate•2018ContentMarketingWorkingPlanUpdateConclusion:‘globaloffering’propositionThereisnotalotofdifferentiationinoverallcategoryofferings-ever

2、yoneofferseverything.Consumerscaremostaboutwheretheirproductsarecomingfromandwhy.CBECCONSUMER(SKINCARE)WHOARETHEY?ULCBECCONSUMERWHOARETHEY?矛盾的综合体，无法用年龄和外表来定义她们的个性中年少女、干物女神、朋克养生、佛系网红萌似女汉子、佛系浪子、社交宅、绅女ULCBECCONSUMERTHEIRSOCIALIDENTITYDECIDEWHATTHEYWANT美比天大的自我

3、形象管理者形象事大，要比美也要秀美。她们跑在追求美的第一线，从内至外一点都不马虎，永远要在别人面前展现最有魅力的完美状态颜控要品质更要性价比的精质主义消费观念日益理性，从“外向型炫耀消费”转为“内向型自我享受的消费”，追求更聪明的消费方式寻求通过海淘／购买高性价比进口好货质控追求新鲜感的感官动物体验控她们热衷于追求新奇有趣的体验，会为了心情买单。也乐于开发探索一些国内未有的新产品／新技术乐观富有激情的理想主义者她们知道自己想要什么，并一直在自己的道路上坚持着。乐观且充满激情，会不断充实自己、用行动来实现自己

4、的目标情怀控UnileverImportBusiness’parttoplayintheiroverallbeautyroutine:InternalCleanMakeupRemovalSunblockFacialWashFacialLotionTonerHandWashHandCreamSerumBodyWashBodyLotionEssencesHairWashBasicCareConditionerWhitening/anti-agingAdvancedCareCosmeticsFacialMasks

5、Lipstick/ExternalFoundationPerfumeManicureHairstylingEyemakeupYoungBeautyExplorersprioritizethemostvisibleendoftheirbeautyroutine.Thisisperceivedasthemostglamorousandfunpartofthebeautyroutine.Theirobsessionhereisperpetuatedbythemediaandsocialcontentthatthe

6、yconsume.There’snotmuchlovefortheCleansingandBasicendofthespectrum!Conclusion:OurfocusedproductofferinggivesusauniquePointofViewonourTA’spassionpoint.PersonalCareisthefoundationofallPersonalBeauty.OurPointofViewisthatTheBasicsMatter.UnileverImportBusinesso

7、ffersYoungBeautyExplorersaFoundationfortheirBeauty,fromaroundtheworld.用全世界呵护你的美丽根本联合利华海外购店铺风格调性设计风格：-年轻，时尚，清新，低饱和度-配合keyelements，专业，干净-界面Mobilefriendly内容风格：-年轻化，洞察力强，场景化-Lifestylephoto/videocontentAGENDA•ULCBECProposition•2018PortfolioOverview•ByCustomerLa

8、testUpdate•2018ContentMarketingWorkingPlanUpdate2018OVERALLCBECPORTOFOLIOMAP125SKUFaceCleansingMake-upRemoverCosmeticBody&HandCare2018OVERALLCBECPORTOFOLIOMAP125SKUHairPWKids/BabyHomeCare/Oral2018INNOVATION&R