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随单赠包为何这么香
Jing Ji Ri Bao· 2025-09-28 01:17
原标题:随单赠包为何这么香 赠品包袋还是商家"行走的广告牌"。赠品包袋融入消费者的日常生活,在不同场景中被使用、被看见, 可以为品牌带来高频次、生活化的口碑传播。一个设计在线、质量可靠的赠品包袋,不仅"长了腿"走向 大众生活,还"长了嘴"向人们无声地传达品牌的积极形象。独立书店帆布包是文艺青年的默契符号,高 端美妆品牌的化妆包是都市丽人的风格注脚。小小赠品包袋,成为消费者"不经意间"自我表达的媒介, 乃至一种社会互动中的"社交货币"。 赠品包袋,也是商家比拼品牌特质的"擂台"。在竞争日趋激烈的市场中,一款特色鲜明的赠品能为产品 打造独特的辨识度与记忆点,进而影响消费者的决策。好看的、有特色的赠品包袋,是品牌方区别于竞 品、彰显自身特质的好介质。 当然,即便是赠品包袋,也得精致实用,让消费者感到物超所值。赠品是为了促进销售,这一方式是否 奏效很大程度上取决于赠品本身的吸引力。当吸引力足够强时,消费者甚至会为了赠品而购买本不需要 的产品。劣质的赠品反而会损害品牌形象,不如不送。如果商家售卖的产品质量过硬,价格合理,再配 上精致实用的赠品包,就能实现销量与口碑的双赢。买家真心喜爱产品,也会欣然笑纳那只精美的赠品 包 ...
Natuzzi S.p.A(NTZ) - 2025 Q1 - Earnings Call Transcript
2025-07-03 15:02
Financial Data and Key Metrics Changes - The company reported a revenue of $78.1 million for the first quarter, a decrease of 7.6% compared to the previous year [8] - Gross margin fell to 34.1% from 36.9% in the previous quarter, attributed to a transition phase in production [8][10] - The company experienced an operating loss of €800,000 for the quarter, with net financial costs increasing to $2.9 million from $2.2 million due to currency volatility [10] Business Line Data and Key Metrics Changes - The transition of Natuzzi Edition production from China to Italy impacted gross margins, leading to a temporary decrease in profitability [9][10] - Significant investments of approximately $2 million were made primarily on factory improvements during the quarter [10] Market Data and Key Metrics Changes - Consumer confidence in the US has declined to levels not seen since early 2023, with European confidence down by 3.1 percentage points [11] - The market environment remains challenging, with consumers postponing durable purchases [12] Company Strategy and Development Direction - The company is focusing on enhancing its brand commercial strategy, integrating collection, marketing, and customer experience [16] - Natuzzi plans to strengthen its retail and wholesale channels, with a particular emphasis on the North American market [21] - The company is exploring sustainable production locations for Natuzzi Editions to mitigate tariff impacts [33] Management's Comments on Operating Environment and Future Outlook - Management acknowledged the difficult business environment, exacerbated by US trade duties and geopolitical tensions [16] - The company is committed to protecting margins and is actively reviewing pricing strategies in response to tariffs [33][36] - There is a focus on improving operational efficiency and brand strength to deliver sustainable value to stakeholders [24] Other Important Information - The company has returned to the Salon del Mobile Fair in Milan, unveiling new collections that reflect its evolution as a global lifestyle brand [17] - The introduction of a new software platform for retail performance assessment is showing early signs of improvement [45] Q&A Session Summary Question: Impact of production shift on gross margin - The production shift from China to Italy has caused disruptions, leading to a decrease in gross margin [31] Question: Future gross margin expectations - Management is reviewing pricing strategies and production allocations to protect margins, but specific guidance on future margins was not provided [36] Question: Sustainability of operating expenses - Operating expenses were reduced to $27.4 million, and management expressed confidence in maintaining this level with ongoing cost reviews [39] Question: Early signs of improvement in retail technology - The new performance assessment platform is enabling data-driven decisions and improving store performance [45] Question: Potential of the commercial division - The trade and contract division is seeing growth, with a focus on B2B relationships and bespoke solutions for hospitality and residential sectors [62]