在南京德基广场，奢侈品大牌与网红厕所正讲述着同一个商业故事。近日，法国护肤品牌欧舒丹将德基广场一处被称为"厕所界爱马仕"的网红洗手间，改 造为限时"南法手护美学空间"。这并非孤例——就在同一商场，去年梵克雅宝高级珠宝展在其艺术博物馆举办，当劳力士门店迁址后，原店铺随即变身为 江诗丹顿的巡展现场。这些看似毫不相干的品牌事件，共同揭示了以德基为代表的高端商业体正在进行一场深刻的场景革命：正将艺术馆、网红厕所乃至 每一个公共空间，系统性地转化为承载品牌叙事、促成消费转化的"高流量展位"。 从"引流景观"到"品牌展位"：网红厕所的商业新剧本 德基广场的厕所早已超越基础功能，成为南京旅游清单上的必打卡点，与夫子庙、红山动物园等景点并列。从被戏称为"迪拜风""KTV风"到"热带雨林 风"，这些造价不菲、风格各异的洗手间，共同构成了一个现象级的"厕所界的爱马仕"标签。 在社交平台上，"德基厕所"已成为一个独特的流量名词。旅游博主们乐于将其与南京博物院、红山动物园并列为"新南京旅行三件套"。这个现象的背后， 是德基广场对消费场景创新的极致探索。商场方面曾表示，这些改造旨在打造"具有卫生间功能的多功能厅"，赋予其鲜明的社交属性 ...

过去由国产新锐品牌主导的平替战场 又多一类玩家。 作者 | 贺哲馨 这是奥乐齐（ALDI）旗下自有美妆品牌 Lacura 最新推出的鱼子精华系列。2025年10月初悄然上市后，该系列迅速在社交平台引爆了声量：相关话题阅读 量短时间突破千万，部分指定门店一度售罄。12月25日补货后，"奥乐齐鱼子精华"至今仍是小红书上关于奥乐齐的第一个搜索联想词。 "我以前从来不会在超市买护肤品。"36 岁的上海白领 Felice 这样形容自己的转变。一次偶然，她买了奥乐齐超值系列的面膜和洗面奶，原本并未抱太高 期待，"但用下来发现，感觉居然还不错。"从那之后，她开始有意识地留意这家德国超市里那一排并不起眼的护肤品货架。 价格，当然是最直接的原因。Lacura 鱼子精华系列中，精粹露和洁面乳定价 19.9 元，精华液和面霜为 49.9 元，5 片装的鱼子精华免洗面膜只需 14.9 元。 即便将 7 件核心单品全部收入囊中，花费也不过 200 元出头。作为对照，被频繁提及的"外观和定位都极为相似"的莱伯妮（La Prairie），仅一罐面霜的 售价就接近 5000 元。 在 Felice 的梳妆台上，两者共存。"对我来说，它们没什 ...

Core Insights - The article emphasizes the importance of profit in business, highlighting that many companies are now realizing that profitability is crucial for attracting investors and sustaining growth [1] - It introduces L'Occitane as a case study of a brand that successfully transformed from a fast-moving consumer goods (FMCG) company to a luxury brand in China, achieving a consistent gross margin above 80% since its entry in 2005 [1][5] Group 1: Brand Strategy - L'Occitane's entry into the Chinese market was marked by a strategic positioning in high-end shopping districts, adjacent to luxury brands like LV and Gucci, which helped establish its premium image [6] - The brand utilized a narrative around Provence culture and natural ingredients, particularly shea butter, to create a compelling story that resonated with Chinese consumers [3][6] - L'Occitane's pricing strategy included high price points for its products, with hand creams starting at 200 RMB, reinforcing its luxury positioning [6] Group 2: Unique Sales Channels - The brand's success is attributed to its innovative use of "high-end special channels," which include partnerships with private banks, luxury hotels, and high-end gift markets, allowing it to reach affluent consumers without direct competition in traditional retail [22][24] - L'Occitane's products are integrated into various high-end settings, such as luxury hotels and banks, enhancing brand visibility and consumer perception of quality [22][23] - The brand has also ventured into unique markets, such as medical supplies, where its products are used in high-end medical equipment, showcasing its versatility and broad appeal [28] Group 3: Lessons for Other Brands - The article suggests that other brands can learn from L'Occitane's approach to building a high-end brand image through strategic channel selection and storytelling [29] - It highlights the importance of timing in entering high-end channels, advocating for early engagement to establish strong partnerships [30] - The concept of creating a "closed loop" between brand image and sales channels is emphasized, where every channel serves both branding and sales purposes [32]