明月鏡片(301101.SZ):1H23的銷售費用率18.4%
格隆匯8月15日丨有投資者嚮明月鏡片(301101.SZ)提問:近期輕鬆控的品牌宣傳發力,後續營銷規劃和銷售費用率展望如何?
明月鏡片回覆:公司加大品牌和輕鬆控系列產品的推廣,瞄準暑期推出了一系列ToB和ToC的動作,包括各地機場、火車站的大屏宣傳,還有小紅書、抖音、B站以及網易新聞、丁香醫生等多種類型線上媒體營銷,以專業平台背書組合的方式進行推廣。上週開始我們在央視一套黃金時間(新聞聯播以及晚間新聞之前)開始投放輕鬆控的廣吿。輕鬆控今年肯定是要堅定投放,尤其是在暑期會加大力度。
1H23的銷售費用率18.4%,同比增長1.8%,銷售費用絕對額是6,719萬,同比增長了將近2,000萬元,增長幅度超過40%。Q3是廣吿重點投放階段,Q4會有持續的市場品牌活動推廣。全年銷售費用的投入堅持動態調整的原則,優化投入產出比,確保銷售費用率在合理可控水平,在全面預算管控下公司有一個合理的預期。
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