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谁在麦麦岛门口大排长队?
36氪未来消费· 2025-08-23 12:26
未来消费 提前看到消费的未来 K K KAKKEK KEKKEKKE NEKEKE FFFFFFF 3eKV YICBONALDLANE 一次"向上"的营销活动。 作者 | 兰杰 编辑 | 乔芊 如果你在8月走进过北京的朝阳公园地铁站,就可以看见颜色饱和度极高、色彩对比强烈,且美术形象复古的大幅海报,恍若重回20多年前,这是8月麦当劳推出的全国性夏日主题活动 麦麦岛的宣传海报。 地铁中麦麦岛的宣传海报 此次活动是麦当劳通过限定美食、沉静式场景以及跨界合作打造的一场大型营销活动,期间推出了位于北京、上海、深圳等地的13家麦麦岛旗舰店,同时让全国范围内超7100家麦当劳 餐厅参与主题活动,进行麦麦岛式改造。 活动还与中国邮政、万豪旅享家以及滴滴出行达成跨界合作,推出了相关的主题客房和车辆,进一步在日常生活场景中强化麦麦岛的存在感。 以北京朝阳公园处的麦麦岛为例,别称麦当劳朝阳公园南路店,是于8月13日新开的门店,相较于网友对麦当劳变成中年人的调侃, 这一门店 更像是一个大型的麦当劳IP"痛岛" ("痛"指的是爱好者把动漫、游戏等相关元素大量装饰在物品和空间上,以此表达热爱)。 and . - 1997 10: 3 ...
李宁(02331.HK):流水低单位数增长 库存保持健康水平
Ge Long Hui· 2025-07-17 19:24
Core Viewpoint - Company reported a low single-digit year-on-year growth in retail sales for Q2 2025, continuing the trend from Q1 2025 [1] Group 1: Operational Performance - For Q2 2025, retail sales (excluding Li Ning YOUNG) showed low single-digit year-on-year growth, consistent with Q1 performance [1] - Offline channel sales experienced a low single-digit year-on-year decline, with direct sales down in the mid-single digits and wholesale channel sales up in the low single digits [1] - E-commerce channel sales grew in the mid-single digits, outperforming offline retail growth [1] - The running and fitness categories continued to lead market performance, with expected high single-digit year-on-year growth in sales [1] - Basketball category remains under pressure, while sports lifestyle category sales were flat year-on-year; smaller categories like outdoor and badminton showed rapid growth [1] Group 2: Channel and Store Strategy - As of June 30, the number of sales points (excluding Li Ning YOUNG) decreased by 18 to 6099, with a net increase of 11 from Q1 [2] - Li Ning YOUNG sales points decreased by 33 to 1435, with a net decrease of 18 from Q1 [2] - Company maintains a steady store strategy focused on optimizing individual stores amid a fluctuating consumer environment [2] - The company expects to see stable store expansion throughout the year, entering a peak opening season in the second half [2] Group 3: Marketing and Future Outlook - Company plans to focus marketing efforts around themes of Yang Hansheng and the Olympics, leveraging his NBA selection for promotional activities [2] - The company has resumed its role as the official sportswear partner for the Chinese Olympic Committee and the Chinese sports delegation, with a marketing focus on "Olympics + Technology" in the second half [2] - Company forecasts revenue growth of 1.7%/5.3%/4.5% for 2025-2027, reaching 29.15/30.69/32.07 billion yuan, with net profit projections of -12.6%/+6.6%/+6.1% to 2.63/2.81/2.98 billion yuan [3] - The company maintains a "buy" rating with corresponding valuations of 15/14/13 times for the years 2025-2027 [3]
嘉曼服饰(301276) - 2025年6月5日投资者关系活动记录表
2025-06-05 10:28
Group 1: Pricing Strategy - The company maintains a relatively firm pricing strategy across its brands, with slight adjustments based on market sales and promotional activities [2][3] - Each brand under the company has a slightly different pricing strategy, focusing on establishing brand positioning [2] Group 2: E-commerce Performance - The 618 shopping festival is expected to have a stable performance compared to previous years, with a shift in focus towards daily sales quality due to plateauing online traffic [3] - Different e-commerce platforms will be targeted based on their unique strengths, such as brand image display or single product promotion [3] Group 3: Marketing and Sales Expenses - Sales expenses are projected to increase this year due to the addition of men's and women's clothing lines, necessitating more marketing efforts [3] - The company plans to engage in various marketing activities, including outdoor advertising and promotions, especially for the 30th anniversary of the Water Child brand in 2025 [3] Group 4: Product Development and Feedback - Feedback from franchisees regarding the 2025 autumn/winter collection of Hush Puppies is positive, highlighting a focus on classic casual styles and functional materials [3] - The design and sales teams for Hush Puppies are structured with a mix of core company personnel and new recruits, ensuring a blend of experience and fresh ideas [3]