本篇报告着眼于护肤条线的延拓,以中国最大的高端美妆品牌兰蔻为例,从产品体系、价盘等维度,探寻高端美妆品牌在护肤条线上的布局策略,为毛戈平的成长提供一定路径参考。兰蔻中国:精细化产品组合,年轻化成就高端第一兰蔻品牌于1993 年进入中国,历经多年发展,当前已成为中国第一大高端美妆品牌。我们认为,兰蔻品牌在中国能够实现规模扩张,核心原因有三:价格/品类/功效全面的产品组合及明星单品,客群年轻化,以及...
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