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上海家化(600315.SH):雙十一期間全品牌線上GMV同比增長約17%
格隆匯 11-15 16:34

格隆匯11月15日丨上海家化(600315.SH)在互動平台表示,2024年雙十一期間,公司通過品牌重塑,實現穩健增長,全品牌線上GMV同比增長約17%。 其中:玉澤增長約10%;佰草集增長約27%;六神增長約16%;美加淨增長約4%;雙妹增長約228%。 在線上主要平台的表現(自營口徑)為:天貓增長10%以上;抖音增長80%以上;京東增長8%以上;拼多多增長20%以上。 (注:以上數據對應時間維度為10月9日至11月11日,系去退貨去購物金GMV口徑) 今年5月公司管理層發生變更後,公司確立了新的企業願景:通過經典專業的品牌、高品質的產品為消費者創造美麗和健康的生活,成為立足國內、輻射海外的一流日用化粧品公司; 同時堅定推進戰略轉型,進行四個聚焦:聚焦核心品牌、聚焦品牌建設、聚焦線上、聚焦效率,並高效進行組織架構調整,升級原有人才體系。 品牌策略上,公司分梯隊梳理品牌發展的優先級並聚焦資源,重新定義品牌的使命和願景,其中第一梯隊品牌六神、玉澤,將努力打造成為細分行業中的領跑品牌;第二梯隊品牌佰草集、美加淨,將力求打造規模賽道中的“質價比”品牌。 線上渠道策略方面,公司將重點突破興趣電商,發展新興電商,穩固平台電商,重點打造以內容為中心的線上運營能力。

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