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報喜鳥(002154.SZ):公司成功實施多品牌戰略 建立良好的多品牌矩陣
格隆匯 07-10 09:13

格隆匯7月10日丨報喜鳥(002154.SZ)近期在接待機構調研時表示,公司成功實施多品牌戰略,建立良好的多品牌矩陣,成熟品牌哈吉斯和寶鳥實現快速發展,報喜鳥品牌成功實現年輕化轉型,穩健發展,且三大成熟品牌發展較為均衡;成功培育樂飛葉、愷米切為成長品牌,進入快速發展;各品牌根據品牌發展階段分別實施相應的經營策略,不斷加強產品力、渠道力、品牌力、運營力的提升,夯實各品牌市場基礎,實現了穩健發展、增速行業領先。

其次,公司堅持平台+品牌組織結構的優勢,品牌端做產品研發、品牌推廣、供應鏈管理和後台支持等工作,銷售平台通過線下店鋪、電商、新零售等渠道進行渠道拓展管理和產品銷售,扁平化組織管理架構有效提高運營效率。堅持線上線下全渠道、公域私域有機結合的渠道策略,線下推行大店計劃+渠道下沉策略,線上結合多元化模式建立電商+新零售+直播多平台矩陣,保持線下渠道為核心渠道的基礎上,順應線上新興渠道的發展並實現快速適應和良好發展;團購品牌堅持直營為主,代理商、大客户為輔,三駕馬車均衡發展,並持續加大集團大客户的開拓,較大訂單數量佔比提升。

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