雅诗兰黛现在是一个市值50亿美元、拥有17个品牌、业务遍布世界各地100多个国家和地区的公司,化妆品供应商是百货业最大的供应商之一,而我们的销售额在百货店的化妆品部名列前茅。在日本雅诗兰黛的销售额占所处部门的30%多,在英国、美国和加拿大这个数字分别是30%、60%和40～50%。而我们公司商务中的70%来自百货业,我们与全世界的百货店利益相联,所以我们要做一个长跑运动员而不是短跑健将。做长跑运动员是创立品牌的唯一方法,因为品牌的质量与它的短期赢利额相比前者更为重要,任何短期利润都不能以牺牲长远目标为代价。创立品牌需要我们联系客户的情感,不等同于卖产品,它是给客户一个购买理由,同时也给他们一个更深层次的意义来对品牌产生感情。那么如何建立品牌呢?首先要建立一种联系,其次要持续不断地提供高质量的产品。如果情感有了,但没有产品就不可能有可持续的发展。此外任何与客户接触的环节都必须保证高质量,无论是生产、营销或者是品牌推广人。如果公司员工都没有理解这种品牌的感情,又如何将这种感情嫁接到客户呢?在这方面百货业可以助一臂之力,而沃尔玛这样的业态就勉为其难了。我们认为限量发售是一个建立品牌的基石,它能创造一个卓越的品 Estee Lauder is now a $ 5 billion market with 17 brands and businesses in more than 100 countries and regions around the world. Cosmetics suppliers are one of the largest providers in the department store, and our sales in department store cosmetics Ministry of the top. In Japan Estee Lauder sales accounted for more than 30% of the department in the United Kingdom, the United States and Canada, the figures were 30%, 60% and 40% to 50%. And 70% of our business comes from department stores, and we have an interest in department stores around the world, so we need to be a long distance runner rather than a sprinter. Being a long distance runner is the only way to create a brand because the quality of a brand is more important than the short-term profitability of the brand, and any short-term profit can not come at the expense of long-term goals. Creating a brand requires us to contact the customer’s emotions, is not the same as selling products, it is to give customers a reason to buy, but also give them a deeper meaning to the brand feelings. So how to build a brand? First of all to establish a link, and secondly to continue to provide high-quality products. If there is emotion, but no product can not be sustainable development. In addition, any contact with customers must ensure high quality, whether it be production, marketing or branding. If the company employees do not understand the feelings of this brand, and how this feeling will be grafted to the customer? In this area can help the department store industry, and Wal-Mart such a format reluctantly. We think the limited sale is a cornerstone of brand building, it can create a superior product