雲南白藥(000538.SZ):2023年雲南白藥牙膏國內市場份額24.6%
格隆匯7月4日丨雲南白藥(000538.SZ)在投資者調研會議上表示,口腔護理領域,2023年雲南白藥牙膏國內市場份額24.60%(數據來源:尼爾森零售研究數據YTD2312),繼續保持市場份額第一。2023年“雙11”期間,健康品事業羣實現多個榜單第一:其中雲南白藥天貓牙膏官方旗艦店實現突破性爆發,單店銷售業績首次破億,成為首個憑藉牙膏單品破億的旗艦店;在抖音也奪得牙膏爆款榜第一、抖音品牌牙刷爆款榜第一等全新戰績。公司通過線上線下“雙管齊下”,多維度提升品牌曝光度,夯實存量盤,做大增量盤。線上緊扣“618、雙11、雙12”等年度網購大促,與綜合電商平台天貓、京東、拼多多等強力合作、持續發力,在抖音等內容電商平台開展創意直播,積極拓展線上市場份額;同時通過“李健線上演唱會”“雲南白藥口腔健康&《花兒與少年·絲路季》旅綜遊學”IP內容營銷等提升品牌曝光度。線下通過“科學護口季”、CNY“龍騰迎新春,健康幸福年”等系列推廣活動統一終端活動形象,報吿期內各類線下推廣活動已累計超過1.47萬場,活動及物料共計覆蓋1465個城市(省市縣)。同時,不斷優化產品結構、迭代技術創新、帶動品類升級,2023年完成全線牙膏共153個產品備案包裝改版。
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