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国货美妆护肤板块研究必修课:第一节 如何做消费者洞察和营销投放

  • 多资产类别
  • 消费领域
  • 中国大陆及香港
高级内容

Specialist

某企业管理咨询有限公司创始人

Agenda

  • 近三年美妆消费者的消费偏好变化
  • 高端美妆和大众美妆品牌消费需求变化
  • Z 世代 vs 25 岁以上美妆人群
  • 活跃男性 vs 普通男性美妆人群
  • 护肤 vs 彩妆人群
  • 下沉 vs 非下沉美妆人群
  • 不同电商平台美妆消费需求人群变化及活跃渗透
  • 美妆品牌在洞察不同城市、年龄、文化的用户的基础上,如何输出不同的营销内容、产品及消费者体
  • 品牌剖析
  • 各品牌的消费者、年龄段、城市
  • 获客成本、消费者粘性、复购率、利润构成、投放渠道的成本和效果评估

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