培训概述   Overview

随着中国经济全面进入“新常态”,消费对宏观经济增长比例的贡献越发突出,消费人群正在改变,中产阶级开始崛起,80、90后逐渐成为消费主力人群,消费结构从生存型消费向享受型、发展型消费升级。由此引发三大变革:消费者更追求性价比,带来服务升级,消费需求更加细分。对于以日化行业为例的消费品行业来说,消费升级将带来品类、品牌和渠道的挑战与机会。互联网时代下,无论是CEO,还是CMO或CIO都需要以全新的视角看待这些变化,充分利用VR/AR、物联网、大数据等技术,以数字化方式全方位接触消费者,对话消费者,贯穿消费者购买旅程。本次培训将围绕消费升级带来的新的消费者洞察和营销方式策略转变展开。

As Chinese economy fully entered into ‘New Normal’, Consumption has playing a more prominent role in the contribution of macro-economic growth. With the change of Chinese consumer group and the emergence of middle class, the 80s and 90s grow to be the major consumer groups that lead to the transformation of consumption model from living type consumption to enjoying type and developmental type consumption. Therefore, there’re three revolutions: Consumers care more about cost performance, the demand of service upgrading, clearer segmentation of consumer demand. As for consumption goods industry, take daily chemical industry as an example, consumption upgrading will bring about both challenges and opportunities in category, brand and channel. In the Internet era, no matter CEO, CMO or CIO need to take a fresh perspective view on these changes, to make full use of technologies including VR/AR, IoT and big data, approach consumers in digital way, interact with consumers, thus, penetrate the customer journey. This workshop will focus on two topics: new customer insights brought by consumption upgrading and transition of marketing strategy.

目标   Goal

 话题池   Topic Pool

培训议程   Agenda

*议程会随时更新*

参会嘉宾 日化行业CEO、CMO、CIO、数字营销相关负责人
Daily Chemical Industry CEO, CMO, CIO, digital leaders
活动时间 2017年3月17日
March 17, 2017
活动地点 上海
Shanghai
活动议程
8:00~8:50 签到
Registration
9:00~10:00 新常态下消费升级背景下,消费者新洞察分析
New consumer insight analysis in the New Normal and consumption upgrading
  • 快消市场宏观分析
    Overall FMCG market trends for Macro understanding
  • 美妆市场趋势和变革聚焦
    Focus on beauty market trend & evolution
  • 美妆行业的未来和机遇数字营销建议
    Future/opportunity for beauty, inc. digital marketing suggestion.
  • 李嵘,中国区商务总监,凯度消费者指数(WPP旗下)
    Rachel Lee,Commercial Director,Kantar Worldpanel China (WPP)
10:00~10:30 360营销立方 - 日化行业营销升级
360 Marketing Cube - Marketing Upgrading in Daily Chemical Industry
  • 尚慧鑫,360商业策划高级总监, 360推广
    Shang Huixin, Sr. Director, Business Planning, 360 AD Network
10:30~10:45 茶歇
Tea Break
10:45~11:15 四位一体——日化行业营销体系面面观
Four Dimensional Marketing Insight on Daily Chemical Industry
  • 谢心宇,华北区总经理,国双
    Xinyu Xie,GM of North China,Gridsum
11:15~12:15 互动讨论:
快消零售行业如何应对消费者洞察变化,以及如何调整营销策略?
Interactive Discussion:
How FMCG & Retail companies react to the consumer insight change and adjust marketing strategy accordingly?
  • 品牌年轻化
    Brand rejuvenation
  • 会员制
    Membership system
  • 社群运营
    Community operation
  • 王岩,IT总监,相宜本草
    Wang Yan, CIO, Inoherb Cosmetics Co., Ltd.
    Cindy Chiu, 商务拓展总监,乐高中国
    Cindy Chiu, Business Development Director, LEGO China
    吴晓聆,董事总经理,BBDO暨Proximity上海
    Sharlene Wu, Managing Director, BBDO & PROXIMITY SHANGHAI
12:15~13:45 午餐
Luncheon
13:45~14:30 营销改变护肤行为
Changing Skin Care Behavior with Marketin
  • 营销的最终目标是改变行为。然而,媒体与科技环境发生的广泛而深远的变化导致 一些营销人士将制造媒体效果,包括“口耳相传”,“讨论”,制造“品牌粉丝” 作为他们的营销目标。本演讲将以一些妮维雅的案例来展示营销如何直接改变消费 者行为,而非注重“态度改变到行为改变”的传统手段。
    The ultimate role of marketing is to create behavior. However, large and far reaching changes to the media and technology environment has lead to some marketers focus on creating media effects including ‘buzz’, ‘discussion’ and creating ‘brand fans’ as their marketing objective. Using several Nivea case studies, this presentation will show how marketing can change consumer behavior directly, rather than the traditional approach of focusing on changing attitudes to lead to changes in behaviour.
  • 钟桥轩, 大中华区首席执行官,FCB(IPG)
    Edward Bell, CEO, FCB (IPG)
14:30~15:00 全场互动讨论:日化品牌数字营销思考
Thinking on daily chemical industry digital marketing
  • 如何真正开启社交媒体与移动端的威力
    How to truly unlock the power of social media and mobile?
  • 如何成功打造线上与线下实体店的闭环
    How to close the loop successfully with online/offline stores?
  • 什么是全渠道?如何充分实现全渠道的潜能
    What is Omni-channel? How to fully realize the potential of Omni-channel?
  • 如何与BAT合作充分实现数字营销的潜能(营销+电商)
    How to partner with BAT to realize the full digital marketing potential (marketing + ecommerce)?
  • Cindy Chiu, 商务拓展总监,乐高中国(主持人)
    Cindy Chiu, Business Development Director, LEGO China(moderator)
15:00~15:15 茶歇
Tea Break
15:15~15:50 如新移动营销案例
Case Studies on Nu Skin Mobile Marketing
  • 营销目标制定
    Campain target set up
  • 整合营销与数字营销整体策略
    Overall strategy in integrated marketing & digital marketing
  • 执行计划(技术,平台选择,人力资源等)
    Execution plan(Technology, platform selection, talent, etc.)
  • 案例中的问题与解决方案
    Problems & solutions in the case studies
  • Tim Chang,前VP,BPS,如新(中国)日用保健品有限公司
    Tim Chang, Former VP, BPS, Nu Skin
15:50~16:30 互动讨论:
把握社交场景消费机会,全方位精准定位客户
Interactive Discussion:
Grasp social context consumption opportunity, 360°target customers precisely
  • SCRM
    SCRM
  • 营销KPI制定和数字营销ROI测量
    KPI Formulation and ROI evaluation on digital marketing
  • Sandra Weng,魅可市场总监,雅诗兰黛(主持人)
    Sandra Weng, Marketing Director, MAC Cosmetics, Estee Lauder(moderator)
    张磊,中国总经理,法国伊夫黎雪
    Zhang Lei, China GM, Yves Rocher
    王启旻,数字营销总监,丸美集团
    Kevin Wang, Digital Marketing Director, MARUBI
    马跃,品牌管理中心总监,万邦国际集团
    Marc Ma, Director, Brand & Marketing, Shantou Wanbang Cosmetics Co., Ltd.

 合作媒体   Media Partner