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中国电商行业 2021 年 H1 回顾——美妆品类的销售趋势与营销投放策略

  • 多资产类别
  • 科技媒体通讯
  • 中国大陆及香港
高级内容

Specialist

某化妆品股份有限公司运营总监

Agenda

  • 2021 年 H1 国内美妆品类大盘表现,美妆品类在不同电商平台的 GMV 同比增长, 背后的原因
  • 反垄断取缔二选一后,品牌商和电商平台的合作模式、商家对于抖音等新流量平台的投入布局
  • 美妆类商家今年 618 在天猫、抖音等平台的玩法解读——方案沟通与营销规则、选品与定价策略、流 量与曝光支持、销量目标与结果、利润空间
  • 美妆商家在不同平台佣金与营销预算支出与分配、各平台细分营销工具的分配、各平台营销工具投放 效果对比
  • 商家的获客与用户运营策略、与去年玩法的对比,对手淘改版评价

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