名創優品(09896.HK)料海外重點市場會員銷售佔比至2028年可達35%
名創優品(09896.HK)(MNSO.US)副總裁兼首席營銷官劉曉彬表示,集團未來將堅持長期主義模式,培育現有及新顧客成為高價值、高忠誠度客戶,去年佔消費總人數36%的會員貢獻57%業績,當中佔消費總人數21%的私域用戶貢獻41%業績,因此計劃將會員及私域營運體系推展至更多海外市場,預測至2028年海外重點市場會員銷售佔比可提升至35%,屆時海外會員GMV貢獻將增長至約113億元人民幣。
他預期,今年全球內容營銷生態將進一步發展,擬通過更多高質量內容來帶動中國及海外直營市場曝光率增長,預計蓬勃發展的內容營銷生態將為集團節省營銷費用超過1億元人民幣。
劉曉彬指出,自去年啟動超級品牌升級,在內容管理方面搭建全域系統及智能化資產庫,側重於去中心化全域分發,以打通公私域壁壘,通過低成本精準觸達來提升客戶複購率。
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