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FILA是如何从“烫手山芋”变成“现金奶牛”的?

| | | | 2020-2-6 08:43

FILA,SHIYIGEDIDIDAODAODEGUOJI真人电子娱乐 ,LAIZIYIDALI,YOUYIBAIDUONIANDELISHI,DANZHIDAO2005NIANQIANHOUCAIJINRUZHONGGUOSHICHANG。2007NIAN,FILAZAIZHONGGUODEJINGYINGQUANBEIBAILIGUOJISHOUGOU,BUGUOQUELIANNIANKUISUN,2009NIAN,ANTAJIEGUOLEZHEIGETANGSHOUSHANYU。

2018NIAN,YIXINGUOCHAOZHIZIDENGSHANGNIUYUESHIZHUANGZHOU,JINGYANLEQUANQIUDEMUGUANG,BUDANQISHIZHIZAIYIZHOUNEIKUANGZENG15YI,ERQIE,MOUZHONGCHENGDUSHANG,LININGDEZHONGSHENGHAIDAILINGLEGUOCHAODEJUEQI。

事实上,李宁、安踏、特步等体育运动真人电子娱乐 在近期的港股市场表现可谓是十分抢眼,李宁、安踏近一年涨幅分别为193.7%及118.32%。

QIZHONG,ANTATIYUGUJIAZAI10NIANNEICONG5GANGYUANBIAOZHANGZHIJIN80GANGYUAN,2019NIAN,ANTASHIZHITUPO2000YIGANGYUAN,CHENGWEIXINGYEQIAOCHU,ZAIZHEIFENYAOYANDECHENGJIDANZHONG,CHULEZHU真人电子娱乐 ,ANTAYOUYIGEZHONGYAODEZENGZHANGYINQINGBUDEBUTI,NEIJIUSHISHOUGOUDEWAILAI真人电子娱乐 FILA。

FILA,SHIYIGEDIDIDAODAODEGUOJI真人电子娱乐 ,LAIZIYIDALI,YOUYIBAIDUONIANDELISHI,DANZHIDAO2005NIANQIANHOUCAIJINRUZHONGGUOSHICHANG。2007NIAN,FILAZAIZHONGGUODEJINGYINGQUANBEIBAILIGUOJISHOUGOU,BUGUOQUELIANNIANKUISUN,2009NIAN,ANTAJIEGUOLEZHEIGETANGSHOUSHANYU。

JINSHINIANDESHIJIANLI,FILADECUNZAIGANBINGBUQIANG,ZHIDAOJINJINIAN,FILACAIKAISHIZHUJIANZOUHONG,MUQIAN,KUAISUZOUHONGDE“FILA”SHIANTAQIXIAZENGSUZUIKUAIDE真人电子娱乐 ,CHENGLEYINGSHOUDEZHULIJUN。

真人官网娱乐WEISHENMEFILAZAIANTADESHOUZHONGNENGGOUQISIHUISHENG?ZAIFILABEISHOUNIANQINGRENZHUIPENGDEBEIHOU,YOUYOUNAXIENIANQINGHUADEMIJUEZHIDE真人电子娱乐 XUEXINI?

1、精准的真人电子娱乐 定位:走运动真人官网娱乐 路线

FILABEIANTASHOUGOUYIHOU,YIZHIBAOCHIZHEDULIDESHICHANGDINGWEI,FILAZHONGGUOJIBENYANXILEQIGAODUANYUNDONG真人官网娱乐 DINGWEI,ZHEIYANGDEDINGWEIJITIANBULEJINSHINIANNEISHICHANGSHANGZHONGGAODUANYUNDONG真人电子娱乐 DEKONGQUE,TONGSHIYEQIHELEQUANQIUDEYUNDONG真人官网娱乐 HUAFENGCHAO。

真人官网娱乐JINGZHUNDE真人电子娱乐 DINGWEIYESHIDEFILANENGGOUYUANTATIYUQIXIAQITA真人电子娱乐 XINGCHENGLIANGXINGDECUOWEIJINGZHENG。

CIWAI,FILAZUOWEIANTAQIXIADULIDE真人电子娱乐 ,JINYIBUCAIYONGLEGENGJINGXIHUADESHICHANGBUJU,ZAIFILANEIBU,CHULEZHU真人电子娱乐 ,HAIXIFENWEIFILA Kids、FILA FUSION、FILA AthleticsSANGEZI真人电子娱乐 XILIE,FENBIEWEITONGZHUANG、NIANQINGRENXILIEHEZHUANYEYUNDONGXILIE。

真人官网娱乐ZUOWEIFILAZHONGYAODECHAOLIUZHIXIAN,FILA FUSIONDEDINGWEIGENGJIANIANQINGHECHAOLIU,CHANPIN、CHANGJINGTIYAN、XINGJIABIDENGGEFANGMIAN,DOUGENGJIATIEJINNIANQINGKEQUNDEXIAOFEIXIHAOHEXIAOFEIJIAZHIGUAN。

1、打造年轻人喜爱的潮流“爆款”和真人官网娱乐 单品

FILA FUSIONJIANGMUBIAOKEQUNDUIZHUN16-26SUIDE90HOU,ZHEIGENIANLINGDUANDEXIAOFEIZHEGENGJIAZHUIQIUGEXING、ZIWO,YINCIZAICHANPINDEDAZAOSHANG,FILA FUSIONJINGENNIANQINGDE“CHAOWENHUA”, ZHUAZHULEJINNIANLAIDE“YUNDONGFUGUCHAO”,PINGJIEQIMINRUIDE真人官网娱乐 XIUJUE,DAZAOLEBUSHAO“BAOKUAN”真人官网娱乐 DANPIN。

真人官网娱乐PIRUSHIJINIANQIANLIUXINGDEYOUCHABAOZHONGXINSHEJIHOU,JIARULEXIANDAIDE、NIANQINGDEYUANSU,ZAIJINGMINGXING“WANGYUAN”DEDAPEICHUJIE,BIANCHENGLEHUOJIYISHIDECHUJIEBIBEIDANPIN。

真人官网娱乐▲FILA Disruptor 2CHENGWEIBAOKUANZHIHOU,FILATUICHUYIXILIELAODIEXIEFENGGEDECHANPIN。

HOULAI,FILA FUSIONYOUXIANGJIDAZAOCHULEYUFUMAO、LAODIEXIEDENGBAOKUAN。QUNIAN618QIJIAN,JINYUFUMAOZAIYINTAIBAIHUOJIUMAICHULE1000DING。LAODIEXIEZEHEGucci、PradaDENG真人电子娱乐 DECHANPIN,YIQIJINRULENVXINGZUIXIAIDEDANPINPAIXINGBANG。

真人官网娱乐YOUXIEDANPINMAIDUANHUOHOU,XIAOFEIZHESICHUQIUDAIGOU,BUFENKUANSHIHAIYINLAILEDAPAIDEGENFENGHEXIAOFANG。

2、营造年轻化购物场景,统一真人官网娱乐 风格

FILA FUSIONCONGZHENGSHIFABU,ZAIBUDAOLIANGNIANDESHIJIANLI,QUANGUODEMENDIANSHULIANGYIJINGCHAOGUO200JIA。

真人官网娱乐FILA FUSIONDEXIANXIAKUOZHANGCELVE,TONGYANGJIANGMUBIAODUIZHUNBEISHANGGUANGSHENZHEIXIENIANQINGRENJUJIDEYIXIANCHENGSHI,TONGSHIZAIMENDIANJINZHUFANGMIAN,XUANZEHEXINSHANGQUANDEZHONGXINDIANPU,BIRUHEYINTAIBAIHUOSHENDUHEZUO,ZAITEDINGDEJIERIJINXINGDINGZHIHUAYINGXIAO,SHUANG12QIJIAN,FILA FUSIONHEYINTAIBAIHUOTONGGUOMIAOJIEJINGXIHUAYINGXIAOSHANGDEHEZUO,QUANYUXIAOSHOUTONGBIZENGZHANGJIN6BEI。

ZHEIYANGZUODEHAOCHUSHI,JIJINYIBUSHULILEFILA FUSIONGAODUAN、CHAOLIUDESHICHANGDINGWEI,YOUTONGGUOTONGYIDEFENGGERANGXIAOFEIZHEXINGCHENGWENDINGDEXIAOFEILIANXIANGHEXIAOFEIFANSHE。ERQIE,ZHEIXIEDIDUANDEXIAOFEIRENQUNGOUMAILIGENGQIANG,JINDIANZHUANHUALVGENGGAO。

▲FILA FUSIONMENDIAN

LINGWAI,ZAIMENDIANDESHEJIHEGOUWUCHANGJINGDEDAZAOSHANG,FILA FUSIONJINXINGLEGAO真人官网娱乐 DUDEZHUANGXIU,BINGQIEGENGJIAZHUZHONGGEXINGHUA,BIRUCAIYONGLEYUNDONGPINLEIZHONGHANJIANDEBUXIUGANGYUANSU,TIANHUABANZEPEIBEILELEDDAPINGMU。

真人官网娱乐ZONGZHI,CONGLIDAOWAI,FILA FUSIONDOUZAIJIELIWEIXIAOFEIZHEYINGZAOYIGENIANQINGHUADEGOUWUCHANGJINGHEFENWEI,YIDADAN、GANWEIRENXIANDEGEXINGHUAYINGXIAOCONGYIZHONGYUNDONG真人电子娱乐 ZHONGTUCHUZHONGWEI,XINGCHENGLEZIJIDUSHUYIZHIDEDEFENGGE。

3、YINIANQINGOUXIANGWEIDAIYANREN,WEI真人电子娱乐 FASHENG

FILASUIRANSHIYUNDONG真人电子娱乐 ,QUEYIZHIZOUDESHIYUNDONG真人官网娱乐 LUXIAN。YINCI,ZAIDAIYANRENDEXUANZESHANG,FILA FUSIONZHUYAOYUWANGYUAN、MUCUNGUANGXIZHEIYANGYIPIYONGYOUPANGDANIANQINGFENSIJICHUDENIANQINGOUXIANGHEZUO。

真人官网娱乐QUNIAN,FILA FUSIONXUANBUMUCUNGUANGXIZUOWEI真人电子娱乐 DAIYANREN,SHENWEIRIBENCHAOJIJUXINGMUCUNTUOZAIDENVER,NIANJIN16SUIDETADAIHUONENGLIHEYINGXIANGLIDOUSHIFENQIANGDA。

真人官网娱乐ERZAITAZHIQIAN,FILAHAIQIANYUEWANGYUAN、HUANGJINGYU、MASICHUN、GAOYUANYUANWEIDAIYANREN,BUJINWEI真人电子娱乐 ZHURULEXIANHUOLILIANG,TONGSHIYEBIAOMING FILA ZAINIANQINGXIAOFEIZHESHICHANGDEQUANXINCHANGSHIYUYEXIN。

ZONGZHI,SUIZHEFILA FUSIONDEDANSHENG,FILA真人电子娱乐 JUZHENDEYIJINYIBUDUOYUANHUA,ZAIZHONGXIANJINGDIANDETONGSHICHUANGZAOJINGDIAN,ZAIDUXIANGXIAOFEIZHEQIANGDIAOFILADEHEXINDNA,ZHONGXINDINGYICHAOLIUWENHUA。

2、持续的年轻化迭代:以创新姿态走在潮流前沿

QISHI,FILAJINNIANLAIYIZHITONGGUOCHANPINGEXINHEYAOQINGCHAORENMINGXINGBEISHUZHUJIANZAISHICHANGSHANGZHANJUYIDINGYOUSHI,BINGQIETONGGUOCHIXUDEKUAJIE,BUDUANJINXING真人电子娱乐 DENIANQINGHUADIEDAI。

与FILA合作过的真人电子娱乐 包括奢侈真人电子娱乐 FENDI、设计师真人电子娱乐 Jason Wu、潮牌Supreme、俄罗斯潮流先锋Gosha Rubchinskiy、日本潮牌AAPE,韩国“真人官网娱乐 解毒剂”D-ANTIDOTE及纽约街头真人电子娱乐 Staple等,每个联名都带有各国截然不同的风格,产品极具多样性。

真人官网娱乐TONGGUOLIANDONGQUANQIUXINRUISHEJISHIJIDINGJIAN真人电子娱乐 ,ZAIKUOZHANGFILA真人官网娱乐 BANTUDETONGSHI,YEYIBUDUANDIEDAIDENIANQINGHUAZITAIQIANGZHANXINSHENGDAISHICHANG。

真人官网娱乐FILABUJINTONGGUOKUAJIEHEZUO,TUICHU真人电子娱乐 LIANMINGXILIEDUIJIETOUYUNDONG真人官网娱乐 JINXINGLEQUANXINYANYI,ERQIEJIANG真人官网娱乐 BUFAMAIXIANGLEGENGDADEGUOJIWUTAI,2018NIAN,FILAZAIMILANSHIZHUANGZHOUSHANGJUBANSHIZHUANGXIU,XIYINLEQUANSHIJIEDEMUGUANG。

SHANGGEYUE,FILAYUSHEJISHI真人电子娱乐 3.1 Phillip LimTUICHULIANMINGXILIE,ZAISHANGHAIMINSHENGYISHUMATOUJUBAN2020CHUNXIAXILIESHIZHUANGXIU,DUIGAOJIYUNDONGSHIZHUANGDEMEILIJINXINGSHENDUTANSUO。

MINGHUANGSEHEBIEZHIJIANCAIXIANGHUHUYING,TUCHUYUNDONGCHANGHEJIEXIAN,JIANGQIANXIYIDAIDEJINGZHIFENGGEYUFUGUQINGHUAIWANMEIJIEHE,ZAIJIANJUGONGNENGDETONGSHIKAIQIGAOJIYUNDONGSHIZHUANGSHIDAI。

TONGSHI,FILAHAIYAOQINGXIAOZHANDENGLIULIANGMINGXINGJINXINGDAIHUOHEXUANCHUAN,JINYIBUTISHENGLEFILAZAIQIANXIYIDAIZHONGDEPUGUANGDU,CHUDALEGENGGUANGFANDESHOUZHONGQUANCENG。

FILAYOUYISHIDIYUCHAOLIU真人电子娱乐 HEGAOJI真人官网娱乐 JINXINGLIANJIE,BUJINRANG真人电子娱乐 SHIZHONGBAOYOUZIJIDE真人官网娱乐 JIYIN,ERQIENENGJIYUXIAOFEIXUQIUDERIXINYUEYI,BUDUANFENGFUCHANPINJUZHEN,TONGSHI,JIANG真人电子娱乐 BUDUANCHUANGXIN、ZOUZAICHAOLIUQIANYANDEXINGXIANGSHENSHENDEZHIRULENIANQINGQUNTIDEXINZHONG。

3、深谙社会化营销之道:多样化沟通策略俘获年轻粉丝

CHULEZAICHANPINDAZAOFANGMIANSHULILENIANQINGHUADE真人电子娱乐 XINGXIANG,FILAZAISHEHUIHUAYINGXIAODEDAOLUSHANGYETONGYANGDUILENIANQINGRENDEWEIKOU。

真人官网娱乐BIRU,JIESHIZHONGGUOXINNIANZHEIYIZHONGYAOYINGXIAOJIEDIAN,JIEHEFILACHAOLIUYUNDONGDAIYANRENMUCUNGUANGXI、LIHONGYI、FANGDANSHAONIANTUANDENGXIANGGUANMINGXINGHUATI,DAZAOLE#CHUANCHUXINNIANCHAOWEI#DENGSHUNIANZHUTIDEYIXILIESHEJIAOHUDONGHUATI,ZHONGRIHANYIZHONGDINGLIUMINGXINGKONGJIANG,DAPEISHUNIANXIANDINGKUAN真人电子娱乐 ZAOXING,YILIULIANGQIAODONGLIULIANG,TONGGUOJIJIYINLIU,XIYINLEZHONGDUOFENSIDEMUGUANG。

真人官网娱乐ZAIXUANBUMUCUNGUANGXIZUOWEIDAIYANRENDETONGSHI,ZAIWEIBODENGSHEJIAOQUDAODAZAOLE#XIANGGUANGERXING#DENGZHUANSHUHUATI,TONGSHITONGGUOKOLTOUSONG,JINYIBUFANGDA真人电子娱乐 SHIJIANDECHUANBOXIAOYING。

RUJIN,ZAIWEIBOSOUSUOFILA,TIAOCHUDELIANDONGGUANJIANCICHULECHANPINBAOKUANLAODIEXIE、MAOZHUAXIEDENG,GENGDUODESHIXIAOZHAN、FANGDAN、BTSDENGFENSIMENXIWENLEJIANDESHEJIAOHUDONGHUATI,PINGJIEMINGXINGQIANGDADEDAIHUONENGLI,BUJINQINGSONGSHIXIANLECHANPINDEZHONGCAOHE真人电子娱乐 DEANLI,ERQIETONGGUOMINGXINGLIANDONGZHEIYIGENGJIAFUHEXIANDAIHUAYUJINGDEGOUTONGCELVE,FILAJINYIBULAJINLEYUNIANQINGXIAOFEIZHEDEJULI。

真人官网娱乐CIWAI,CHULEMINGXINGLIANDONG,FILAHAIJINXINGLEYIXILIEDINGZHIHUAYINGXIAOHUODONG,BIRUWEIPEIHEXINPINSHANGSHI,TONGGUO真人官网娱乐 DARENDEDIYISHIJIAOPAISHEVlog,XUANQUWEIBO、BZHAN、DOUYIN、XIAOHONGSHUDENGDUOYANGHUAPINGTAI,DUOFANGWEIJINGZHUNMIAOZHUNMUBIAOXIAOFEIZHE,WEIYONGHUJIANLICHANPINRENZHIDETONGSHI,JINYIBUTISHENGLE真人电子娱乐 DESHENGLIANG,JIANLILELIANGHAODEKOUBEI。

-总结-

ZONGZHI,CONGZHENGTIDESHICHANGDINGWEI,DAOJUTIDECHANPINDAZAO,FILAYIZHIZAITUXIANZIJINIANQINGHUADE真人电子娱乐 XINGXIANG。

TONGGUOCHIXUDEKUAJIEHEZUO,FILAZHONGSULEKUHECHAODENGNIANQINGRENREZHONGTANSUODEYONGHENGMINGTI,WEIZIJIZAI真人官网娱乐 JIEDEHUAYUQUANYINGDELEYIXIZHIDI,DAPOLEYUNDONGHE真人官网娱乐 DEJIEXIAN,MANZULENIANQINGXIAOFEIZHEZHUIQIUGEXING、DUTEDEXIAOFEISUQIU。

TONGSHI,FILABUDUANYINIANQINGHUAZITAIJINXING真人电子娱乐 DIEDAI,YIFENGFUDECHANPINJUZHEN、CHUANGXINCHAOLIUDE真人电子娱乐 LINIAN、DUOYANGHUADESHEJIAOWANFAYINGDELENIANQINGRENDEXIAI。

ZAIFILADEZHULIXIA,ANTATIYUDESHIZHIMENGZHANG,YIJINGCHENGZHANGWEIKEYIHE、adidasYIJIAOGAOXIADEYUNDONGJUTOU。

ERZAIFILADESHENSHANG,WOMENYEKEYIKANDAO,SHEIZHUAZHULEQIANXIYIDAIHEZSHIDAIXIAOFEIZHEDEXIAI,SHEICAINENGZAICANKUDESHICHANGJINGZHENGZHONGLIYUBUBAIZHIDI。

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