福瑞達(600223.SH):公司化粧品實施“4+N”品牌發展戰略佈局
格隆匯8月7日丨福瑞達(600223.SH)近期在接待機構投資者調研時表示,公司化粧品實施“4+N”品牌發展戰略佈局,主要佈局玻尿酸+、微生態護膚、精準護膚以及精油護膚四個賽道,4涉及頤蓮、璦爾博士、伊帕爾汗、善顏等品牌,N涉及詮潤、貝潤、UMT等品牌。
璦爾博士品牌定位“專研微生態科學護膚”,目標人羣以都市白領、新婚女性、新晉媽媽等為主;頤蓮品牌定位“專研玻尿酸保濕修護”,目標人羣以學生黨、新職白領、小鎮青年等為主;善顏品牌定位“精準護膚,靶向抗衰”,目標人羣以精緻媽媽、精英女性等為主;伊帕爾汗品牌定位“以油養膚,以香養心”,目標人羣以有品位的中產、精英高管等為主。
渠道方面,公司化粧品業務主要分為線上銷售和線下銷售。線上銷售方面,公司積極拓展電子商務以及社交媒體等新型零售渠道,在天貓、淘寶、京東、有贊等電商平台開設多家旗艦店,並與抖音、快手、微信、微博、小紅書等新型短視頻及社交平台進行深度合作,主打品牌均已開設天貓旗艦店,且在小紅書、抖音等短視頻平台開設線上店鋪。線下銷售方面,公司主要是依靠化粧品專賣店、商超渠道和經銷商渠道,目前已入駐屈臣氏、銀泰百貨等傳統商超,KKV、調色師等新零售渠道,以及化粧品連鎖專營店等渠道。
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