施華洛世奇水晶精品部中國區(qū)董事總經(jīng)理孫玨——125年閃...

1895年誕生于奧地利的施華洛世奇，以其精湛的仿水晶切割技術(shù)與璀璨的仿水晶產(chǎn)品聞名于世。從配飾、首飾到家居擺件，產(chǎn)品線延伸到了每一個能被仿水晶裝飾的角落。

施華洛世奇進(jìn)入中國數(shù)十載，一直深受消費(fèi)者喜愛。伴隨著國內(nèi)消費(fèi)市場的蓬勃與中產(chǎn)階級的崛起，中國市場表現(xiàn)一路走高，2016年正式超越北美市場，成為其全球最大的市場。

延續(xù)精湛工藝和卓越品質(zhì)，施華洛世奇不斷順應(yīng)、跟進(jìn)、引領(lǐng)中國時尚趨勢，創(chuàng)新產(chǎn)品、融合渠道，發(fā)力社交營銷，一系列煥新策略正重塑這個百年品牌的供應(yīng)鏈與價值鏈。今年年底，施華洛世奇即將迎來125周年誕辰之際，品牌在北京及上海揭幕了第四代新概念門店。

施華洛世奇水晶精品部中國區(qū)董事總經(jīng)理孫玨女士告訴《21CBR》記者，中國市場銷售連續(xù)多年保持兩位數(shù)增長，已然成為全球業(yè)績增長的重要引擎。

施華洛世奇在中國采取了“在中國，為中國”策略，保持國際化的品牌核心理念，又積極順應(yīng)中國市場的發(fā)展，滿足中國消費(fèi)者的需求，同時又創(chuàng)造潮流。

施華洛世奇水晶精品部中國區(qū)董事總經(jīng)理 孫玨女士

21CBR：施華洛世奇近年來爆款頻出，活力依舊，品牌125年始終保持生命力的關(guān)鍵是什么？

孫玨：品牌始終保持旺盛生命力的首要元素是品牌歷史和深厚的文化底蘊(yùn)。施華洛世奇作為一家奧地利家族企業(yè)，創(chuàng)新的內(nèi)涵和精神始終引領(lǐng)著我們的發(fā)展。在品牌DNA里，最關(guān)鍵的莫過于保留自身文化底蘊(yùn)，不斷創(chuàng)新求變，不斷滿足和適應(yīng)市場和消費(fèi)者的整體發(fā)展需求。

施華洛世奇2019 ICONIC SWAN中國專屬系列

施華洛世奇身處時尚領(lǐng)域，很難用單一品類來定義，除了有最家喻戶曉的首飾和擺件，還有B2B專業(yè)部門，以仿水晶切割工藝為諸多品牌提供增值服務(wù)。

其次，具體到市場表現(xiàn)來看，品牌要能適應(yīng)消費(fèi)者行為的改變和市場發(fā)展趨勢，主動推行自己內(nèi)部調(diào)整來滿足市場需求。

以中國本土市場為例，品牌進(jìn)駐中國數(shù)十載，與中國市場一起發(fā)展，見證了消費(fèi)者購買力、消費(fèi)習(xí)慣的形成，一邊適應(yīng)一邊創(chuàng)新。

近幾年，施華洛世奇針對中國市場對品牌進(jìn)行了長遠(yuǎn)規(guī)劃，致力于通過渠道、產(chǎn)品和溝通內(nèi)容的打造，使品牌更年輕化；加強(qiáng)數(shù)字化零售能力，打造全渠道購物場景；針對中國消費(fèi)者喜好，設(shè)計專屬產(chǎn)品等。

比如今年年初推出的紅天鵝系列，將品牌經(jīng)典的天鵝以中國紅元素進(jìn)行重塑，結(jié)合春節(jié)的節(jié)日氛圍，打造了爆款話題。

21CBR：中國市場的特性是怎樣的？

孫玨：今年，我們針對全球六個市場做了消費(fèi)者畫像調(diào)研，得到的結(jié)論與我們的市場觀察非常接近。

第一，消費(fèi)者年輕化。相較全球，中國市場整體消費(fèi)者年輕了10歲左右，這些年輕群體既有購買力又是時尚潮流引領(lǐng)者。

第二，偏好全渠道體驗。在數(shù)字化領(lǐng)域方面，中國的發(fā)展領(lǐng)先全球，幾乎所有年齡段的消費(fèi)者都有使用社交媒體和電商平臺的習(xí)慣，購買行為覆蓋全渠道場景。他們在網(wǎng)上或者線下進(jìn)行查詢或者購買，消費(fèi)者使用數(shù)字平臺的頻率遠(yuǎn)高于全球其他市場。

這對于時尚首飾品牌而言，亦是非常重要的市場趨勢。品牌必須與消費(fèi)者形成全渠道的觸點(diǎn)，并在此基礎(chǔ)上設(shè)法與消費(fèi)者直接溝通，以此更好地了解用戶購買喜好、提高轉(zhuǎn)化率、優(yōu)化會員體系。

2018年，施華洛世奇針對中國市場制定了五年計劃，其中打造全渠道場景是至關(guān)重要的一步。

若干年前，施華洛世奇在天貓、京東開設(shè)了自營旗艦店。它們現(xiàn)在是品牌在中國占比最大的線上渠道。如今品牌的市場營銷更側(cè)重數(shù)字化，包括數(shù)字媒體與社交網(wǎng)絡(luò)的投放，如小紅書、抖音、微信朋友圈等，也已經(jīng)建立起了CRM會員體系，為消費(fèi)者提供更便捷的全渠道服務(wù)。

第三，注重產(chǎn)品設(shè)計。中國消費(fèi)者除了在意品牌價值，對產(chǎn)品設(shè)計也有要求。從很多消費(fèi)行為中可以觀察到，現(xiàn)在年輕消費(fèi)者，更加注重產(chǎn)品本身的設(shè)計性、話題性、可戴性以及性價比。

施華洛世奇2019情人節(jié)LIFELONG BOW系列

2019年的情人節(jié)，品牌推出了一款項鏈“LIFELONG BOW”，在小紅書上被消費(fèi)者取名“仙女鏈”，受到熱捧并造成了全球斷貨。這種基于UGC內(nèi)容形成的傳播方式和傳統(tǒng)品牌傳播不同，品牌不再單向?qū)οM(fèi)者進(jìn)行輸出，而是與消費(fèi)者形成了一對一平等的溝通關(guān)系。

同時，數(shù)字媒體發(fā)達(dá)，消費(fèi)者獲得信息的渠道豐富多樣，他們會形成個人對時尚的見解，品牌如何與消費(fèi)者成為朋友，依賴于更實時、碎片化、全渠道的溝通方式，這對品牌來說是很大的挑戰(zhàn)。

內(nèi)部如何數(shù)據(jù)化導(dǎo)向，如何觸及目標(biāo)群體，如何保持線上線下銷售渠道與價格體系的統(tǒng)一性，對企業(yè)而言都是新課題。

21CBR：2019年11月，施華洛世奇迎來了上海和北京兩家新概念門店，能否介紹具體“新”在何處？

孫玨：品牌傳統(tǒng)店鋪對消費(fèi)者來說，多數(shù)像是一個高冷有距離感的朋友，未來的零售形象則會是一個平易近人的朋友。在新零售店鋪形象設(shè)計中，我們有兩大突破和變化：

第一，店鋪陳列更開放，色調(diào)更溫暖。打破傳統(tǒng)立柜店鋪，新店鋪中有全新空間，叫做“Sparkle Bar”，這個區(qū)域的梳妝鏡可供消費(fèi)者試戴和體驗。這里不僅有首飾，還陳列有家居擺件。店內(nèi)也有數(shù)碼裝置，方便拍照上傳社交媒體，同時也能看到在社交媒體上發(fā)布的品牌信息。

施華洛世奇北京新概念店Crystal Studio

門店色彩上，從冷色系變成了以粉紅色、藍(lán)色為主色調(diào)的暖色系。今年9月，全球首家新概念門店在米蘭開業(yè)。從首月表現(xiàn)看，消費(fèi)者在店鋪內(nèi)停留時間明顯變長，并且更樂于嘗試、探索不同造型。

第二，增加了電子化展示方式。新概念店里，我們基本擯棄了傳統(tǒng)燈箱的宣傳方式，由LED 屏播放當(dāng)季主推產(chǎn)品，與全球市場同步最新的品牌和產(chǎn)品信息。

消費(fèi)者在Crystal Studio內(nèi)體驗數(shù)字化互動裝置

實際上，零售的本質(zhì)不會改變，不論全渠道還是新零售，就是讓消費(fèi)者在任何時間、地點(diǎn)用喜歡的方式買到產(chǎn)品。

就首飾品類而言，線下體驗不可或缺，在門店能得到的服務(wù)、試戴和搭配，是線上不能得到的，我們不能偏頗任何一個渠道的發(fā)展。新概念店的布局，實則就是回到生意和消費(fèi)行為的本質(zhì)。

21CBR：近年品牌在中國二三線城市的布局速度在加快，未來計劃是什么？

孫玨：我們堅信中國市場的消費(fèi)力和整體成長空間是不可限量的，首飾行業(yè)會是繼吃穿住行之后，消費(fèi)升級的新一輪風(fēng)口，這種追求美麗帶動的消費(fèi)趨勢，正從一線城市向下沉城市輻射、發(fā)展。所以，在中國市場，我們會持續(xù)進(jìn)行店鋪覆蓋與渠道滲透。

截至2019年底，品牌將會有接近400家門店，包括直營和經(jīng)銷商門店。2019年至2022年三年間，我們會加強(qiáng)維護(hù)和提升品牌現(xiàn)有城市的市場占有率，并進(jìn)一步覆蓋空白市場，在衡量城市的GDP、購買力和收入水平后，選擇合適的時間點(diǎn)進(jìn)入新城市。

施華洛世奇上海新概念店Crystal Studio

截止目前，施華洛世奇門店已覆蓋中國100多座城市，三年后，計劃再新增30座城市，拓展中國新興城市市場。施華洛世奇的產(chǎn)品品類，還是需要消費(fèi)者線下觸達(dá)與直觀感受，體驗零售環(huán)境與服務(wù)。

同時，分銷一定是質(zhì)量與數(shù)量并行，并將會由內(nèi)外部數(shù)據(jù)出發(fā)，評估、判斷和決定進(jìn)入市場的時間點(diǎn)與分銷規(guī)劃。

回首頁：中瑞商業(yè)評論 - 記錄 建設(shè) 深耕

您好，登錄網(wǎng)站更精彩，請 登錄 | 沒有賬號？ 請 注冊

canadian viagra paypal

Williamtuh ??? 2023-2-23 18:02
canadian viagra paypal

Avoid aqu.gwkr.zrbr.com.cn.upk.io bathe indented endocarditis; metoclopramide metoclopramide to buy cialis light pack 60 in usa cialis light pack 60 cheap cipro best price usa buy fertigyn online canada viagra cost tofranil buy in canada india pharmacy asthafen viagra betnesol lasix generic canada buy molenzavir online canada molenzavir from mexico pharmacy buy prednisone 20 mg inderal la best price canada inderal la pharmacy capsules propecia prescription tamoxifen no prescription imodium maxaquin md serophene 50mg pas cher buy generic prednisone cialis 5 mg coupon retin a generic cadflo online generic cadflo online erectafil betapro retin a generic cheap tadalista pills herbal max gun power ecosprin on line super viagra super viagra tadagra canada tadagra epivir prices epivir online pharmacy no prescription kamagra oral jelly vol 2 without prescription buying cresar h (micardis hct) online prices for ritonavir certified canadian pharmacy tadalafil generic propecia cialis online uk online generic liv.52 drops price of liv.52 drops estrace viagra-ca vendita on line in italia panadol canada order prednisone online where to buy lanzol online where to buy campicillin cheep viagra-soft-tabs therapy: <a href="https://inthefieldblog.com/item/metoclopramide/">cheap metoclopramide online</a> <a href="https://racelineonline.com/item/cialis-light-pack-60/">lowest price cialis light pack 60</a> buy cialis light pack 60 online cheap <a href="https://cafeorestaurant.com/pill/cipro/">cipro 250mg price</a> <a href="https://racelineonline.com/item/fertigyn/">fertigyn coupons</a> <a href="https://beauviva.com/viagra-brand/">cheap viagra online</a> <a href="https://newyorksecuritylicense.com/tofranil/">best online tofranil</a> <a href="https://mychik.com/pill/asthafen/">asthafen</a> <a href="https://cafeorestaurant.com/viagra/">best price viagra</a> <a href="https://adailymiscellany.com/betnesol/">betnesol</a> <a href="https://oliveogrill.com/buy-lasix/">lasix</a> <a href="https://sadlerland.com/item/molenzavir/">buy molenzavir online canada</a> low cost molenzavir <a href="https://johncavaletto.org/drug/prednisone-20mg/">prednisone</a> <a href="https://yourdirectpt.com/pill/inderal-la/">buy cheap inderal la</a> inderal la <a href="https://frankfortamerican.com/product/pharmacy/">canadian pharmacy</a> <a href="https://livinlifepc.com/product/propecia/">propecia without prescription</a> <a href="https://autopawnohio.com/tamoxifen/">www.tamoxifen.com</a> <a href="https://ad-visorads.com/item/imodium/">imodium</a> <a href="https://colon-rectal.com/maxaquin/">maxaquin 400 mg in canada prices</a> <a href="https://flowerpopular.com/item/serophene/">serophene online cheapest</a> <a href="https://marcagloballlc.com/item/price-of-prednisone/">prednisone best price usa</a> <a href="https://a1sewcraft.com/cialis-20mg-price/">discount cialis</a> <a href="https://alliedentinc.com/item/retin-a/">generic retin-a us</a> <a href="https://teenabortionissues.com/pill/cadflo/">cadflo</a> <a href="https://cafeorestaurant.com/pill/erectafil/">buying erectafil</a> <a href="https://racelineonline.com/item/betapro/">betapro capsules for sale</a> <a href="https://newyorksecuritylicense.com/item/retin-a/">retin a no prescription</a> <a href="https://1488familymedicinegroup.com/tadalista/">tadalista tab. 5</a> <a href="https://tonysflowerstucson.com/herbal-max-gun-power/">buy herbal max gun power no prescription</a> <a href="https://petralovecoach.com/product/ecosprin/">ecosprin</a> <a href="https://tonysflowerstucson.com/pill/super-viagra/">super viagra</a> <a href="https://adailymiscellany.com/tadagra/">tadagra generic 20 price</a> buying tadagra <a href="https://ucnewark.com/drugs/epivir/">epivir</a> <a href="https://a1sewcraft.com/sky-pharmacy/">cialis canadian pharmacy</a> <a href="https://weddingadviceuk.com/drug/kamagra-oral-jelly-vol-2/">generic kamagra oral jelly vol 2 lowest price</a> <a href="https://flowerpopular.com/pill/cresar-h-micardis-hct-/">cresar h (micardis hct)</a> buying cresar h (micardis hct) online <a href="https://beauviva.com/ritonavir/">ritonavir</a> <a href="https://solepost.com/tadalafil-buy/">tadalafil delivered in ontario canada</a> <a href="https://center4family.com/generic-propecia/">propecia 5mg</a> <a href="https://cafeorestaurant.com/cialis-online-pharmacy/">cialis online pharmacy</a> <a href="https://carolinahealthclub.com/liv-52-drops/">liv.52 drops</a> <a href="https://autopawnohio.com/estrace/">generic estrace online</a> <a href="https://tonysflowerstucson.com/pill/viagra-ca/">generic viagra ca in canada</a> <a href="https://vowsbridalandformals.com/panadol/">where to buy panadol online</a> <a href="https://eatliveandlove.com/product/prednisone/">prednisone</a> generic prednisone at walmart <a href="https://yourdirectpt.com/lanzol/">lanzol best suppliers</a> <a href="https://midsouthprc.org/item/campicillin/">non prescription campicillin</a> <a href="https://ad-visorads.com/item/viagra-soft-tabs/">sublingual viagra-soft-tabs no prescription</a> zidovudine; haggard https://inthefieldblog.com/item/metoclopramide/ metoclopramide https://racelineonline.com/item/cialis-light-pack-60/ cialis light pack 60 https://cafeorestaurant.com/pill/cipro/ walmart pharmacy cipro cost https://racelineonline.com/item/fertigyn/ fertigyn coupon https://beauviva.com/viagra-brand/ viagra without dr prescription https://newyorksecuritylicense.com/tofranil/ walmart tofranil price https://mychik.com/pill/asthafen/ www.asthafen.com https://cafeorestaurant.com/viagra/ generic for viagra https://adailymiscellany.com/betnesol/ betnesol https://oliveogrill.com/buy-lasix/ canada lasix https://sadlerland.com/item/molenzavir/ lowest price on generic molenzavir https://johncavaletto.org/drug/prednisone-20mg/ prednisone online no script prednisone https://yourdirectpt.com/pill/inderal-la/ buy cheap inderal la https://frankfortamerican.com/product/pharmacy/ non prescription pharmacy https://livinlifepc.com/product/propecia/ propecia uk https://autopawnohio.com/tamoxifen/ tamoxifen en paraguay https://ad-visorads.com/item/imodium/ imodium without prescription https://colon-rectal.com/maxaquin/ maxaquin generic maxaquin pharmland https://flowerpopular.com/item/serophene/ serophene https://marcagloballlc.com/item/price-of-prednisone/ purchase prednisone online https://a1sewcraft.com/cialis-20mg-price/ cialis 20 mg lowest price https://alliedentinc.com/item/retin-a/ retin a cheap https://teenabortionissues.com/pill/cadflo/ generic cadflo at walmart https://cafeorestaurant.com/pill/erectafil/ easy erectafil on line https://racelineonline.com/item/betapro/ betapro buy betapro on line https://newyorksecuritylicense.com/item/retin-a/ retin a en ligne https://1488familymedicinegroup.com/tadalista/ tadalista tablets tadalista drug 20mg canada https://tonysflowerstucson.com/herbal-max-gun-power/ herbal max gun power on line herbal max gun power online uk https://petralovecoach.com/product/ecosprin/ ecosprin best price https://tonysflowerstucson.com/pill/super-viagra/ super viagra for sale overnight https://adailymiscellany.com/tadagra/ buying tadagra https://ucnewark.com/drugs/epivir/ epivir to buy https://a1sewcraft.com/sky-pharmacy/ online pharmacy no prescription https://weddingadviceuk.com/drug/kamagra-oral-jelly-vol-2/ generic kamagra oral jelly vol 2 lowest price https://flowerpopular.com/pill/cresar-h-micardis-hct-/ cresar h (micardis hct) online uk cresar h (micardis hct) buy online https://beauviva.com/ritonavir/ buy ritonavir w not prescription https://solepost.com/tadalafil-buy/ tadalafil equivalente https://center4family.com/generic-propecia/ propecia 5mg https://cafeorestaurant.com/cialis-online-pharmacy/ generic cialis at walmart https://carolinahealthclub.com/liv-52-drops/ liv.52 drops liv.52 drops https://autopawnohio.com/estrace/ estrace https://tonysflowerstucson.com/pill/viagra-ca/ where to buy viagra ca https://vowsbridalandformals.com/panadol/ panadol without an rx https://eatliveandlove.com/product/prednisone/ generic prednisone at walmart https://yourdirectpt.com/lanzol/ pharmacy prices for lanzol https://midsouthprc.org/item/campicillin/ where to buy campicillin https://ad-visorads.com/item/viagra-soft-tabs/ viagra-soft-tabs online europe worms; inexperienced.

Respiratory score, assumptions, discount altruline buy acirovec online from canada aromasin for sale what's a good online pharmacy for algifor? alloprim 300mg airmax.com lowest price aldactazine without a doctor aldactazine without dr prescription cephalexin amifen medicamentos purchase propecia clomid clomid generic triamterene in canada alfoxan information alfoxan 500mg cheap ametrex online propecia without prescription lotrisone generic lotrisone online cheap viagra pack cheap viagra pack adracon bisacodyl 5mg generic hydroxychloroquine online orders cialis 20 mg price anacin uk ambroxol suppliers buy brand-xalacom online ambigel pharmacie du canada cialis canadian pharmacy cyclophosphamide buy new york albiotin dostinex generic amblosin from india nationwide <a href="https://comicshopservices.com/altruline/">altruline 50mg</a> <a href="https://miaseilern.com/acirovec/">lowest price acirovec</a> <a href="https://cassandraplummer.com/drugs/aromasin/">aromasin without dr prescription</a> <a href="https://fairbusinessgoodwillappraisal.com/drug/algifor/">algifor walgreens price</a> <a href="https://1488familymedicinegroup.com/alloprim/">cheap alloprim pills</a> <a href="https://allwallsmn.com/airmax/">on line airmax</a> <a href="https://comicshopservices.com/aldactazine/">aldactazine without dr prescription</a> <a href="https://petermillerfineart.com/drug/alexcef/">alexcef</a> <a href="https://karachigo.com/amifen/">spanish amifen</a> <a href="https://pureelegance-decor.com/propecia/">propecia online no script</a> propecia <a href="https://alliedentinc.com/product/clomid/">order clomid</a> <a href="https://driverstestingmi.com/pill/triamterene/">triamterene without prescription</a> <a href="https://petermillerfineart.com/drug/alfoxan/">alfoxan information</a> alfoxan <a href="https://myhealthincheck.com/product/ametrex/">site ametrex</a> <a href="https://fountainheadapartmentsma.com/product/propecia/">generic propecia online</a> propecia without prescription <a href="https://miaseilern.com/item/lotrisone/">buy lotrisone without prescription</a> <a href="https://cassandraplummer.com/drugs/viagra-pack/">cheap viagra pack online</a> lowest viagra pack prices <a href="https://tonysflowerstucson.com/adracon/">adracon best price</a> <a href="https://youngdental.net/drug/bisacodyl/">bisacodyl</a> <a href="https://johncavaletto.org/hydroxychloroquine/">hydroxychloroquine</a> <a href="https://center4family.com/cialis-20-mg-price/">cheap tadalafil</a> <a href="https://1488familymedicinegroup.com/acetamol/">anacin</a> <a href="https://successsummaries.net/drugs/ambroxol/">generic ambroxol tablets</a> <a href="https://cassandraplummer.com/brand-xalacom/">buy brand-xalacom online</a> <a href="https://fairbusinessgoodwillappraisal.com/drug/ambigel/">buy ambigel pill</a> <a href="https://frankfortamerican.com/cialis-com/">cialis without prescription</a> <a href="https://mrindiagrocers.com/item/cyclophosphamide/">cyclophosphamide non generic</a> <a href="https://petermillerfineart.com/albiotin/">free albiotin no prescription</a> <a href="https://umichicago.com/drugs/dostinex/">dostinex lowest price</a> <a href="https://allwallsmn.com/amblosin/">generic amblosin cheap from canada</a> reported use, textual https://comicshopservices.com/altruline/ https://miaseilern.com/acirovec/ https://cassandraplummer.com/drugs/aromasin/ https://fairbusinessgoodwillappraisal.com/drug/algifor/ https://1488familymedicinegroup.com/alloprim/ https://allwallsmn.com/airmax/ https://comicshopservices.com/aldactazine/ https://petermillerfineart.com/drug/alexcef/ https://karachigo.com/amifen/ https://pureelegance-decor.com/propecia/ https://alliedentinc.com/product/clomid/ https://driverstestingmi.com/pill/triamterene/ where to buy triamterene https://petermillerfineart.com/drug/alfoxan/ https://myhealthincheck.com/product/ametrex/ https://fountainheadapartmentsma.com/product/propecia/ https://miaseilern.com/item/lotrisone/ https://cassandraplummer.com/drugs/viagra-pack/ https://tonysflowerstucson.com/adracon/ https://youngdental.net/drug/bisacodyl/ https://johncavaletto.org/hydroxychloroquine/ where can i buy hydroxychloroquine on line https://center4family.com/cialis-20-mg-price/ cialis https://1488familymedicinegroup.com/acetamol/ https://successsummaries.net/drugs/ambroxol/ https://cassandraplummer.com/brand-xalacom/ https://fairbusinessgoodwillappraisal.com/drug/ambigel/ https://frankfortamerican.com/cialis-com/ https://mrindiagrocers.com/item/cyclophosphamide/ https://petermillerfineart.com/albiotin/ https://umichicago.com/drugs/dostinex/ https://allwallsmn.com/amblosin/ rough metal clinical air-leak.

<a href=http://crystalroleplay.listbb.ru/viewtopic.php?f=14&t=3070>диплом в тольятти купить</a>