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品牌运营如何快速提升自身技能
Sou Hu Cai Jing· 2025-10-10 21:50
品牌运营是塑造品牌 "灵魂与口碑" 的核心角色 —— 既要通过文案、视觉、活动传递品牌价值观,让用户 "记住品牌";又要通过用户互动、口碑管理维 护品牌形象,让用户 "信任品牌";最终还要通过数据复盘优化策略,让品牌 "持续成长"。但很多品牌运营新人容易陷入 "自嗨式运营":花大量时间做海 报、写文案,却没搞懂 "用户是否认可""对品牌增长是否有帮助"。想要快速突破,关键是从 "感性创意" 转向 "理性运营",抓住 "品牌认知 - 用户互动 - 数 据复盘" 的核心逻辑,按阶段补全技能。下面,我们将从 "核心技能拆解""分阶段成长路径""证书加持" 三个维度,给出可落地的提升方案,帮你从 "普通 执行者" 成长为 "能扛品牌结果的核心玩家"。 其中最推荐的是CDA数据分析师,这个证书适应了未来数字化经济和AI发展趋势,难度不高,行业认可度高。 二、证书加持:让综合技能 "有认证、有竞争力" CDA 数据分析师证书 最推荐运营人考取的 "黄金证书",在大数据与 AI 时代,它的价值远超其他证书。首先,它门槛友好,不限专业,0 基础也能学 —— 不需要你懂复杂编 程,就能学会用 Excel、Power BI、Py ...
独立演讲:全球视野,本地深耕:消费投资的“Glocal”之道|2025年36氪产业未来大会
3 6 Ke· 2025-09-22 10:25
Core Insights - The conference held in Xiamen, China, focused on five key sectors: artificial intelligence, low-altitude economy, advanced manufacturing, new energy, and consumer goods, aiming to discuss development paths and industry future [1] - The event emphasized the collaboration between government, capital, and industry to address pain points and bottlenecks in industrial development [1] Company Overview - The company, founded in 1989, is the largest investment institution focused on the consumer sector globally, managing approximately $37 billion across nine different investment strategies [4] - The company has invested in over 300 representative consumer brands over the past 30 years, emphasizing long-term partnerships with enterprises [4] Investment Strategy - The company adopts a "Glocal" approach, combining global methodologies and consumer insights with local market applications, particularly in China [5] - The focus is on building brands that convey emotional value and resonate deeply with consumers, leveraging China's strong supply chain capabilities and mature digital commerce [5] Market Focus - The company prioritizes investments in China and the United States, while also exploring opportunities in Japan, India, Australia, New Zealand, Europe, and South America [4] - The company identifies sustainable consumer behavior trends, such as "contactless" payments and the rise of "solo economy," to guide investment decisions [8] Brand Development - The company aims to assist local emerging brands in achieving dual upgrades in branding and distribution, helping them secure advantageous positions in broader markets [9] - The company emphasizes the importance of emotional value in branding, illustrated by successful collaborations like the partnership between Heytea and FENDI [10] Localization Strategy - The company recognizes the need for localized understanding in the Chinese market, tailoring strategies to different regional consumer preferences and characteristics [11] - The company integrates local capabilities with global experience to support the growth of outstanding Chinese brands into industry leaders on a global scale [11]
百洋医药(301015):2025 年中报点评:产品结构优化,创新转型提速
Orient Securities· 2025-09-19 10:34
Investment Rating - The report maintains a "Buy" rating for the company with a target price of 30.60 CNY, based on a 20x PE for 2026 [3][6]. Core Views - The company is focusing on optimizing its product structure and accelerating innovation transformation, particularly in the oncology and radiotherapy sectors, which is expected to enhance its clinical advantages and market expansion [11]. - The revenue forecast for 2025-2027 has been adjusted downwards, while gross margin and expense forecasts have been raised, leading to revised earnings per share estimates of 0.91, 1.53, and 1.96 CNY for 2025, 2026, and 2027 respectively [3][11]. Financial Performance Summary - The company reported a revenue of 8,256 million CNY in 2023, with a projected decline to 8,094 million CNY in 2024, followed by a recovery to 8,625 million CNY in 2025, representing a growth of 6.6% [4][13]. - The gross margin is expected to improve from 33.3% in 2023 to 36.3% in 2025, reflecting a strategic shift towards higher-margin products [4][13]. - The net profit attributable to the parent company is forecasted to decrease from 712 million CNY in 2023 to 477 million CNY in 2025, before rebounding to 1,028 million CNY in 2027 [4][13]. - The company’s operating profit is projected to decline significantly in 2025 to 714 million CNY, down from 978 million CNY in 2024, but is expected to recover to 1,171 million CNY in 2026 [4][13]. Business Strategy and Market Position - The company is increasing its investment in innovative drugs and high-value medical devices, with a focus on the oncology and radiotherapy markets, which is anticipated to drive future growth [11]. - The report highlights the successful launch of new products such as the Zap-X Mars Voyager, which has received regulatory approval in 24 countries, indicating a strong international market presence [11]. - The company is also pursuing a dual strategy of "investment incubation + commercialization" to transition into an innovative pharmaceutical enterprise, which includes strategic investments in other biotech firms [11].
新宝股份拓展小家电全球版图
Core Insights - The article highlights the transformation of Xinbao Co., Ltd. from a small workshop to a global leader in small home appliances, emphasizing its strategic shift from OEM to ODM and brand operation [1][2][6][7] Group 1: Company Growth and Strategy - Xinbao Co., Ltd. produces approximately 13% of China's export electric kettles and ranks first in several niche categories globally, with an expected annual overseas revenue exceeding 13 billion yuan in 2024 [1] - The company was founded in 1995, focusing on foreign trade from its inception, and has grown significantly since then, with sales increasing from 1 billion yuan in 2002 to 3 billion yuan in 2005 [4] - The establishment of its first overseas marketing agency in 1998 marked the beginning of its international expansion, initially taking on low-end orders that others avoided [3] Group 2: Technological and Operational Advancements - Xinbao has developed a self-sufficient production chain, achieving over 75% self-supply rate for key components like heating elements and packaging, which significantly reduces costs and enhances responsiveness [5] - The company has invested over 1 billion yuan in digitalization, streamlining manufacturing, research, and logistics processes, allowing for rapid adaptation to customer demands [5] Group 3: Brand Development and Market Positioning - Xinbao launched its own brand "Dongling" in 2003 but faced challenges in the domestic market; however, partnerships with international brands like Morphy Richards have led to successful localized product lines [6] - The shift from OEM to ODM has seen the proportion of ODM products rise from 15% to 50%, indicating a strong focus on brand operation and independent design [6] - The company is now entering a new phase of "capacity going abroad," with significant investments in overseas production facilities, such as the establishment of companies in Indonesia [7]
敢闯敢拼 迎难而上——三家粤琼企业的成长转型之道
Group 1: Company Overview - Xinbao Co., Ltd. is a leading manufacturer of small household appliances, producing approximately 13% of China's export electric kettles and holding the top sales position in several niche categories globally [6][10] - In 2024, Xinbao plans to export over 12 million small appliances monthly, with annual overseas revenue exceeding 13 billion yuan [6][10] Group 2: Historical Development - Founded in 1995, Xinbao initially focused on foreign trade, with its first export order for electric irons in 1992 marking a significant turning point [8][9] - The company expanded its operations by establishing overseas marketing agencies and gradually moved from low-end orders to higher-value contracts [9] Group 3: Strategic Evolution - Following China's accession to the WTO in 2001, Xinbao experienced explosive growth, with sales increasing from 1 billion yuan in 2002 to 3 billion yuan in 2005 [9] - The company began to build its own supply chain by establishing factories for molds, plastics, and metal components, achieving over 75% self-supply rate for its electric kettles [9][10] Group 4: Brand Development - Xinbao launched its own brand "Dongling" in 2003 but faced challenges in the domestic market, leading to a focus on partnerships with established brands like Morphy Richards in 2015 [11][12] - The company has transitioned from an Original Equipment Manufacturer (OEM) to an Original Design Manufacturer (ODM), with ODM products now accounting for 50% of its output [12] Group 5: International Expansion - Xinbao has established production capabilities in Indonesia, with plans to achieve sales of approximately 670 million yuan in 2024 [13] - The company emphasizes a strategy of "capacity going abroad," focusing on practical and innovative approaches to expand its international footprint [13] Group 6: Technological Innovation - Xinbao has invested over 1 billion yuan in digital manufacturing technologies, enhancing its production efficiency and responsiveness to customer demands [9][10] Group 7: Industry Context - The small household appliance industry is increasingly competitive, with a consensus among manufacturers that international expansion is essential for survival [7][9] Group 8: Company Overview (Hainan Huayan) - Hainan Huayan focuses on the deep processing of fish by-products, transforming them into high-value bioactive peptides through advanced production techniques [22][23] - The company has invested nearly 200 million yuan in a production base capable of producing 4,500 tons of fish collagen peptides annually [29] Group 9: Research and Development - Hainan Huayan allocates 8% to 10% of its annual revenue to research and development, collaborating with multiple research institutions to enhance its product offerings [26][27] - The company has developed over 120 patents and established a comprehensive product system, achieving quality parity with international competitors [27] Group 10: Market Strategy - Hainan Huayan aims to leverage the advantages of the Hainan Free Trade Port to expand its international market presence, with overseas sales increasing by nearly 100% in the first half of the year [31]
科达制造分析师会议-20250912
Dong Jian Yan Bao· 2025-09-12 13:18
Report Summary 1. Report Industry Investment Rating No information provided. 2. Core View of the Report The report focuses on the in - depth analysis of Keda Manufacturing through an institutional research. The company's performance in the first half of 2025 is remarkable, with significant growth in revenue and net profit, mainly driven by overseas building materials business. The company will continue to focus on its main business, and is expected to achieve further development through business expansion, cost optimization, and product - service synergy [23][24]. 3. Summary by Directory 3.1 Research Basic Situation - The research object is Keda Manufacturing, belonging to the special equipment industry. The reception time was September 12, 2025. The listed company's reception staff included the chairman, general manager, independent director, vice - president and financial controller, and board secretary [16]. 3.2 Detailed Research Institutions - The reception objects were all investors who participated in the company's 2025 semi - annual performance briefing online [19]. 3.3 Research Institution Proportion No information provided. 3.4 Main Content Data - **Asset Impairment Plan**: In the first half of this year, the company accrued 116 million yuan in asset impairment provisions, mainly from accounts receivable impairment in the building materials machinery segment, inventory impairment in the overseas building materials segment, and goodwill impairment of the previously acquired Italian F.D.S. Ettmar company. Future F.D.S. Ettmar goodwill will not have new impairments [23]. - **H2 Business Outlook**: Overseas building materials projects in Cote d'Ivoire and Kenya were put into production in mid - to - late June, which will contribute to the business scale in the second half. The ceramic machinery business received more orders in Q2, which is expected to support H2 performance. The lithium battery materials and new energy equipment businesses also showed good development trends in H1 [23]. - **Reasons for Net Profit Growth in H1 2025**: The company's revenue in H1 2025 was 8.188 billion yuan, and the net profit attributable to the parent was 745 million yuan, with year - on - year increases of 49.04% and 63.95% respectively. The main growth came from the overseas building materials business, which achieved 3.771 billion yuan in revenue, a year - on - year increase of about 90%, and its net profit accounted for about 42% of the company's current net profit attributable to the parent [23][24][25]. - **Accessories and Consumables Business**: In H1, the accessories and consumables business grew compared with the same period last year, and its proportion in the ceramic machinery business revenue increased. The ink business grew well. With the commissioning of the Turkish KAMI ink factory this year and the company's global expansion and local layout of accessories and consumables services, this business is expected to continue growing [25]. - **Overseas Building Materials Business Capacity**: As of now, the overseas building materials business has 11 production bases in 7 African countries, operating 21 building ceramic production lines, 2 glass production lines, and 2 sanitary ware production lines, with an annual production capacity of over 200 million square meters of building ceramics, 2.6 million pieces of sanitary ware, and 400,000 tons of building glass. In H1 2025, the joint - venture company produced about 98 million square meters of tiles, over 17 tons of glass, and over 1.4 million pieces of sanitary ware [25]. - **Brand Operation in Africa**: In the tile segment, the "Tefu" brand has wide recognition in parts of sub - Saharan Africa, and the high - end brand "Micasso" is being cultivated. In the sanitary ware segment, the "Frencia" brand is used to expand the East and West African markets. The glass business uses the "Tefu" brand for brand synergy [26]. - **Overseas Building Materials Debt Situation**: In H1, the joint - venture company repaid some euro loans and supplemented RMB loans, optimizing the financing structure. As of the end of June 2025, the joint - venture company's debt ratio decreased compared with the end of last year, and the overall financing interest rate also decreased. In the future, the joint - venture company will balance debt scale and business expansion, and control the debt ratio and foreign - currency debt scale [27]. - **Prospect of Ceramic Machinery Equipment Growth**: As the downstream customer investment demand in the overseas market is expected to recover, the company, as a leading ceramic machinery enterprise, will expand overseas business, promote the coordinated development of accessories and consumables services and ceramic machinery equipment, and carry out cross - industry applications to increase business volume [29]. - **Layout of Other Tracks**: The company will focus on its main business and will not consider entering new industries in the short - to - medium - term. But it will consider opportunities for industrial chain extension, product category expansion, and general application of ceramic machinery equipment within the main business [29]. - **Bluecore Lithium Industry Cost**: Although the domestic lithium carbonate market price was low in H1, Bluecore Lithium Industry's production cost was at a low level in the market and decreased quarter - on - quarter. In H1 2025, it had a net profit margin of 31% [29][30]. - **Price Outlook of Overseas Building Materials Products**: The average price of tiles in H1 increased compared with the same period last year and is expected to continue rising. The glass product price is at a good level. The company will optimize the sales structure and take cost - reduction measures to improve profitability [30][32].
若羽臣(003010):自有品牌绽家延续高增,品牌运营能力持续凸显
Investment Rating - The report assigns an "Accumulate" rating for the company, indicating an expected relative increase in stock price compared to the CSI 300 index within the next six months [1][15]. Core Views - The company has demonstrated strong growth in its proprietary brand "Zhenjia," with significant revenue increases and effective brand management capabilities [1][4]. - The company is positioned as a leading player in the domestic agency operation sector, capitalizing on the high-growth markets of household cleaning and health products [6]. Financial Performance - In H1 2025, the company achieved total revenue of 1.319 billion yuan, representing a year-on-year increase of 67.55%, and a net profit attributable to shareholders of 72 million yuan, up 85.60% year-on-year [3][4]. - For Q2 2025, total revenue reached 745 million yuan, with a year-on-year growth of 79.57%, and a net profit of 45 million yuan, reflecting a 71.72% increase year-on-year [3][4]. Business Segmentation - Revenue from proprietary brands, agency operations, and brand management for H1 2025 was 600 million yuan, 380 million yuan, and 340 million yuan respectively, with year-on-year growth rates of 242.4%, -2.8%, and 52.5% [4]. - The "Zhenjia" brand alone saw a revenue increase of 157.11% to 440 million yuan in H1 2025, with significant online sales growth during promotional events [4]. Profitability Metrics - The company's gross margins for H1 2025 and Q2 2025 were 56.9% and 59.2%, respectively, with year-on-year changes of +11.4 and -5.1 percentage points [5]. - The net profit margins for H1 2025 and Q2 2025 were 5.5% and 6.0%, showing year-on-year increases of +0.5 and -0.3 percentage points [5]. Future Projections - The company is expected to achieve revenues of 2.88 billion yuan, 3.80 billion yuan, and 4.69 billion yuan for the years 2025, 2026, and 2027, with respective year-on-year growth rates of 63%, 32%, and 24% [6][8]. - Projected net profits for the same years are 180 million yuan, 250 million yuan, and 310 million yuan, with year-on-year growth rates of 66%, 41%, and 26% [6][8].
从普通小职员到董事长,这个女企业家带领的羊绒品牌年产值突破2亿元
Sou Hu Cai Jing· 2025-08-28 07:04
Core Viewpoint - The article highlights the entrepreneurial journey of Sun Xuejin, who transformed the struggling brand "Tu Huang" into a successful cash-generating company, demonstrating resilience and innovation in the fashion industry [2][8][12]. Company Overview - Tu Huang Cashmere Co., Ltd. is a comprehensive cashmere product company involved in product research and development, production, sales, and brand operation [4]. - The company was acquired by Sun Xuejin in 2011 for over 70 million yuan, marking a significant investment in a brand that was facing severe challenges [4][8]. Entrepreneurial Journey - Sun Xuejin has over 20 years of experience in the woolen garment industry, starting from a sewing shop to becoming a skilled worker and eventually a business owner [4][6]. - After establishing her first company, Zhejiang Fujijia Industrial Co., Ltd., in 2003, she achieved an annual output value exceeding 100 million yuan within five years [6][8]. Brand Transformation - Upon taking over "Tu Huang," Sun faced the challenge of revitalizing a brand that was on the brink of collapse, requiring her to learn about brand development and market strategies [8][10]. - Within two years, she successfully turned "Tu Huang" profitable again, with sales exceeding 100 million yuan in 2013 [12]. Market Expansion and Innovation - The company expanded its market presence by entering major cities like Shanghai and Beijing, establishing branches, and enhancing its brand image [10][12]. - Sun implemented innovative strategies, including forming a design team and integrating modern fashion elements into the product line, which helped rejuvenate the brand [10][12]. Community Engagement - As the president of the Tongxiang Women Entrepreneurs Association, Sun is committed to supporting female entrepreneurs through mentorship and community initiatives [14][16]. - The association has over 140 members and actively participates in charitable activities, contributing over 5 million yuan to various causes [16].
潮宏基:8月22日接受机构调研,包括知名机构彤源投资,星石投资的多家机构参与
Sou Hu Cai Jing· 2025-08-26 09:20
证券之星消息,2025年8月26日潮宏基(002345)发布公告称公司于2025年8月22日接受机构调研,中信证 券、华泰证券、POLYMER、上海和谐汇资管、东吴基金、路博迈基金、工银瑞信、光大保德信基金、新 华基金、Point72、创金合信基金、汇添富基金、华源证券、长江证券、浙商证券、华西证券、天风证 券、财通证券、山西证券、国联民生证券、中泰证券、开源证券、广发证券、申万证券、平安证券、招商 证券、甬兴证券、国信证券、国盛证券、光大证券、中金公司、国泰海通、信达证券、海通国际、兴业证 券、东方财富证券、东北证券、国泰君安、中邮证券、天治基金、沣沛投资、国富人寿、上海衍进私募、 华福证券、云富投资、深圳华强集团、方正资管、星石投资、盛宇投资、银河基金、浙商资管、嘉实基 金、中金资管、华安基金、华创证券、摩根大通、东方资管、海富通基金、中欧基金、长江养老保险、中 银基金、国彤创丰私募基金、同犇投资、阳光资管、友邦人寿、中信建投、民生加银、金信基金、兴亿投 资、璟恒投资、大家资管、三井住友资管、涌金资本、民生加银基金、汇华理财、名禹资管、方正证券、 涌津投资、长安基金、金鹰基金、华泰资管、慎知资管、格林基金 ...
突发,资生堂代理的“美国毛戈平”退出日本
3 6 Ke· 2025-08-26 00:21
Core Insights - Shiseido ranks 8th among international beauty giants, but its sales have declined by 7.6% compared to the same period last year [1] - Shiseido is more adept at incubating its own brands, while its capabilities in brand acquisition and management are relatively weak [1][26] - Laura Mercier, a brand previously under Shiseido, is set to exit the Japanese market, raising questions about Shiseido's operational capabilities with acquired brands [1][26] Brand Performance - Laura Mercier was acquired by Shiseido in 2016 for $260 million (approximately 1.86 billion RMB) as part of a strategy to expand into the North American market [11] - The brand's sales in 2015 were $160 million (approximately 1.15 billion RMB), but it has struggled in recent years, with a 28% sales decline in 2020 [12][11] - Shiseido's overall performance has been declining, with revenue growth slowing from 2019 to 2024, including an 18.6% drop in 2020 [15][21] Market Dynamics - The Japanese beauty market is facing challenges, with Shiseido's sales in Japan declining by 0.6% in the first half of 2023, despite a slight recovery in previous years [21] - Other brands, such as Too Faced under Estée Lauder, have also exited the Japanese market, indicating a broader trend of difficulties in this region [33] - Shiseido's strategy includes focusing on core brands and increasing the proportion of skincare sales, which has led to the decision to terminate the partnership with Laura Mercier [26][24]