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作为资生堂旗下最高端的化妆品牌,cle de Peau Beaut肌肤之钥(CPB)早在2001年就进入了中国市场,由于很少进行市场推广,多年来一直处于默默无闻状态。近年来日本自由行的持续火爆和社交网络上美妆达人们的传播,CPB获得关注及增长,今年上半年CPB全球销售增速高达60%,中国市场贡献了15%的增长。一向对品牌营销态度保守的资生堂,是如何让CPB终于在中国市场上火起来的?
As the most high-end makeup brand under Shiseido, cle de Peau Beaut Key to the Skin (CPB) entered the Chinese market as early as 2001, with little marketing, has been in obscurity for many years. In recent years, the continued popularity of Japan’s free exercise and the spread of beauty products on social networks have given CPB attention and growth. In the first half of this year, the global sales growth rate of CPB was as high as 60% and the Chinese market contributed 15% growth. Shiseido has always been a conservative attitude toward brand marketing, is how CPB finally fire up in the Chinese market?