【正文】 tem: the market price, Tmall price, activity price, and clearance price. 3, Improve brand awareness, attention to user, user experience and the public reputation, via the promotion of brand marketing. 1, Give a clear proposition at the core advantage, strive for more Tmall support. 2, Cooperate with the International Department. 3, Tmall activity. 4, Enter our name for Tmall promotion. 5, Pay attention to the public relations crisis. 1, Differential marketing. 2, Marketing strategy. 3, Theme activities. 4, Visual presentation. 5, Data analysis. 6, Member management. Essilor Emerce Operation Core Ideal Product Planning New Brand Product Low Familiarity Reebok or Others Brand Product Have a certain visibility, Suitable for largescale activities. Essilor Emerce Product Hot sale Item/Exclusive Item Enhance the price against performance of product and promote in a big scale to bee hot sales or star item, attract more user and increase SKU. Take part in Tmall promotion activity to attract more users and transform into sales is important way to raise the sales. Essilior offer low discount or no discount usually, meanwhile provide Emerce exclusive model to raise sales, which get ready to Tmall activity. Due to the particularity of glasses product sell in Emerce platform, the shop will sell functional glasses mainly, and provide seasonal product. For example, in summer – tinted/wear glasses, in school season – antifatigue/antibulelight. Essilor Emerce Operation Strategy Customer Oriented Seen from some users of RayBan, they pay more attention to the quality of the products, the design, cheap fakes or genuine products, etc.. Secondly, they concern about the price, discount, gifts and other activities, which is Tmall users usually care about. Thirdly, packaging is very important for such products, which always give people the most important first impression. Finally, users also think of the seller customer service, and logistics etc.. Users39。 evaluation can easily affect other users to select and purchase desire, so the description of the product should pay attention to the customer demand and the problem they are most concerned about。 Also, We need to make our official voice, ensure product quality and customer service. Essilor Emerce Operation Strategy Make the Best Selling The best selling product of RayBan is a Sunglasses for 882RMB, which sales 4,361 pieces total。 We also need to make the costeffective products, such as use various channels, Tmall activities and other sales promotion means to promote, to make it bee the star and the best selling product, then promote the effect of our brand and products. The picture shows Lee39。s activity page, which our shop also needs in the future. We can make theme promotions, holiday promotions, store marketing activities, Tmall activities, Tmall promotions, etc., to sale our products, make the unfamiliar users into consumers. Essilor Emerce Operation Strategy Activity For example, Joywell costumed for Lee “How to maintained Jeans to popularize the knowledge of maintaining Jeans, which is widely liked by people. In future, Essilor no only sell glasses product, but also help customer to understand the design concept, popularize glasses knowledge, to bee private fashion consulter. Integrate the brand value, municate deeply, Increase customer retention, provide effective valueadd service as more as possible. Essilor Emerce Operation Strategy Valueadded Services 一 Buy and share picture with good ment, upgrade Essilor members or offer related encouragement. Set exclusive activity for members and related policy, also valid for offline customer. For example, discount from customer Old customer bee Taobao Ke. Encouragre every user to publicize the reputation. Accumulate data Communicate customer deeply. Essilor Emerce Operation Strategy Membership Management Our Point of View Integrated interactive marketing and continuous user munication are the core of brand emerce operation. All effective munication is customer relationship management. Better user experience is the core of CRM. 「心無界，視無界」 Essilor Integrated Marketing Strategy Regular Operation As one theme to carry out all of the year, and match subtopic and monthly activity. 2 Resource Integration Cooperate with Tmall platform, juhuasuan, brand promotion sales, and integrate the resources and activities. 3 Tmall Promotion Join Tmall’s big promotion activities. 4 Upgrade Experience Mobile inter， APP, mutate deeply with users. Members valueadd service and CRM system, enhance shopping experience. Essilor Tmall Operation Stage Mar Jun Apr May Jul Oct Aug Sep Nov Feb Dec Jan Tmall Activities, Promote and Take More Customers Tmall Pace 4 Sales Promotion Open and Trial Operation Optimize Our Store Promotion In The Coming New Year Store Daily Operation Promote and Take More Customers Regular Operation As one theme to carry out all of the year, and match subtopic and monthly activity. Essilor 2021 Annual Marketing Plan Month Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Stage Goal Improve System Improve User Experience Promotion Sustained Marketing StageTheme Trial Operation Make The Best Selling Product Emotion Marketing CRM Management Stage Task Open The Shop Brand Promotion Sale Products Member Management Open the new shop, increase brand and product exposure, and let users to cognitive our brand39。s culture, pay more attention to quality, experience, so we can gather lots of users. Manage the customers and members, and look for the high quality users. Then we need to stimulate them to pursue high quality life, and let them to understand and