Ikamu Entsha Yokwenza Isitolo Sobuhle Yengeza Amandla ku-Brand-GLOSSIP

Muva nje, ekamu lesigaba sezimonyo seqoqo elisha lobuhle ezitolo i-HAYDON (umgodi omnyama) kanye ne-WOW COLOUR, kunolunye uhlobo lwe-makeup oluqinile olunesizinda, futhi uphawu lwamemezela ngokusemthethweni ngoJulayi ukuthi luzophuma ngokushesha embuthanweni ngemva ukudayiswa.Ihlukile ngenxa yezinhlobo zayo zofuzo zemfashini zase-Italian Milan kanye nencazelo ephezulu yokuma kombukiso, kusukela emlilweni wase-Italy kuya e-China yase-Milan yohlobo lwezimonyo olunethezeka lwe-GLOSSIP.

Imikhiqizo yezimonyo yezinga lokubonisa i-GLOSSIP yazalwa ngo-2012 eMilan, inhloko-dolobha yomhlaba yemfashini nemiklamo.Uxhase i-Milan Fashion Week kabili ngo-2016/2017, futhi usephenduke izimonyo eziqokiwe zemikhiqizo yezimpahla ezisezingeni eliphezulu ezinjengoMario Dice no-Ettore Bilotta.Ngemva kokutholwa umholi wezimonyo zemibala yaseShayina i-Cazilan Group, yasungula inkampani yendawo yokuphatha umkhiqizo i-GRUPPO GLOSSIP kanye nelabhorethri yaseMilan e-Italy.Ngemva kweminyaka engaphezu kwemine, imikhiqizo yaphinde yafukanyelwa.Ngemfashini njengenothi eyisihluthulelo kanye nencazelo ephezulu njengendinganiso, umqondo we-T-stage makeup wamukelwa.kuhlanganiswe emkhiqizweni.

I-GLOSSIP ithatha "ukudala ikhwalithi" njengemfuneko yekhwalithi, futhi ilungisa futhi ithuthuke ngokuvumelana nezidingo nezici zabesifazane baseShayina, futhi ekugcineni idale imikhiqizo yezimonyo yezinga eliphezulu lombukiso ukuze ihlangabezane nezidingo ezithuthukisiwe zabathengi besifazane baseShayina ukuze benze izimonyo.I-GLOSSIP entsha ekugcineni iyaqhakaza ku-"China T-Taiwan" yayo.Lo mkhiqizo futhi uyisinyathelo esibalulekile se-Kazlan Group sokuqalisa isu lemikhiqizo eminingi futhi siqhubekele ekuhwebeni kwamazwe ngamazwe kanye nentuthuko esimeme.Ngalesi sikhathi, uhlobo lungene emgodini omnyama kanye nesiteshi esisha sesitolo seqoqo lobuhle WOW COLOR ngokubeka izimonyo ze-couture, okuyisiqalo sokuhlelwa okuyimpumelelo kwesu lemikhiqizo eminingi ye-Cazlan Group.

Eminyakeni yakamuva, ukuncintisana emakethe yezimonyo yaseChina ubulokhu uthuthuka ngokugcwele.Uma kuqhathaniswa nemikhiqizo yezimonyo yamazwe ngamazwe kanye nemikhiqizo yendawo yezimonyo, kungani i-GLOSSIP iphume embuthanweni?Kungani izuze umusa weqembu lezitolo ezintsha zokuqoqa ubuhle?Emakethe yezimonyo eqhudelana kakhulu, i-GLOSSIP izoba kanjani indawo enkundleni yezimonyo? 

01: I-GLOSIP iletha izimonyo zezinga lokubonisa kubathengi baseShayina

U-GLOSSIP wazalelwa eMilan, e-Italy, inhloko-dolobha yezemfashini nezobuciko emhlabeni wonke ngo-2012, futhi uyingxenye yeqembu le-cosmeceutical elisezingeni likazwelonke lase-Italy i-BOTTEGA VERDE COSMETIC GROUP.

IGLOSSIP yasungulwa eMilan, futhi igama layo lisho inhliziyo yeMilan, isikhungo semfashini.“I-GLOSSIP, ukuqabula okuvela eMilan”, njengoba kungabonwa esiqubulweni somkhiqizo, I-GLOSSIP ibonisa isibindi nomdlandla wemfashini yaseMilanese, futhi ihumusha izakhi zofuzo zemfashini ze-GLOSSIP ezizalwa nemfashini yaseMilanese.

Wazalelwa futhi wakhulela eMilan, i-GLOSIP iye yaxhasa iMilan Fashion Week izikhathi eziningana futhi isiphenduke ukwakheka okuqokiwe kukaMarioDice kanye no-EttoreBilotta. 

Ilandela izakhi zofuzo zemfashini yase-Italy nokuthatha imfashini njengokhiye, i-GLOSSIP ihlanganisa umqondo wokwakheka komgwaqo emikhiqizweni yayo.Ngakho-ke, "okusuka eMilan" kanye "nombukiso we-couture" sekube yimprinta eyinhloko yomkhiqizo.Lona futhi "uphawu lomkhiqizo" oluhlukanisa i-GLOSSIP kumikhiqizo yezimonyo eminingi yasekhaya neyaseYurophu neyaseMelika. 

Kubikwa ukuthi ngoJuni kulo nyaka, uhlobo lwe-GLOSSIP lusayine ngokusemthethweni inkontileka noMichele Burke, owaziwa ngokuthi "omunye wabaculi be-makeup abaguquguquka kakhulu embonini yezimonyo yomhlaba wonke namuhla", futhi uMichele Burke waba yinkosi yemibala ye-GLOSSIP.Njengomklomelo we-Academy Award we-Best Makeup, u-Michele Burke unemininingwane eyingqayizivele yenhlanganisela nokusetshenziswa kombala.Kungakhathaliseki ukuthi umqondo womkhiqizo okhuthaza abesifazane ukuthi babe nesibindi futhi babe nokuzethemba, noma ukuphishekela njalo ukuma komkhiqizo nokunambitha kwemfashini, I-GLOSSIP iqondana no-Michele Burke, ozibophezele ekwenzeni izimonyo ezinhle ze-GLOSSIP.Ngokuzayo, i-GLOSSIP izohlanganyela no-Michele Burke ukuhlola amathuba angenamkhawulo wemibala yezimonyo. 

Kulokhu, i-GLOSSIP izomphathela izakhi zofuzo zemfashini kanye nokukhanga kombala ukuze ilethe izimonyo zezinga lombukiso zisuka eMilan ziye kubathengi baseShayina.

02: Ukulinganisa amazinga emboni yezimonyo yamazwe ngamazwe ukuze udale izimonyo zekhwalithi ephezulu 

Ukusuka e-Italy kuya e-China, kusukela ku-R&D kuya ekukhiqizweni, yonke imikhiqizo ye-GLOSSIP iphishekela ikhwalithi ephezulu yesi-Italian."Umkhiqizo omuhle ungumlingiswa omuhle", u-Tang Xilong, usihlalo kanye nomongameli we-Kazilan Group, unezidingo eziqinile zemikhiqizo yomkhiqizo we-GLOSSIP. 

I-GLOSSIP ihlale iwuphawu oluphikisana nezindinganiso zemboni yezimonyo zemibala yamazwe ngamazwe, futhi yamukela imodi yokubambisana yokungenisa imikhiqizo ephelile yangaphandle kanye nama-OEM asekhaya.Imikhiqizo yayo ithuthukiswe ngokomsebenzi ilabhorethri yaseMilan, futhi ama-OEM akleliswe kwabangu-3 abahamba phambili e-Italy akhethwa njengabalingani abajulile ukuze kuqinisekiswe “amazinga omhlaba + amazinga asekhaya” ukuhlola kabili.

Ekukhetheni izinto zokusetshenziswa, i-GLOSSIP iphinde ihambisane nezindinganiso eziqinile.Izithako nezinto zokusetshenziswa kulinganiswa nemikhiqizo yomugqa wokuqala wamazwe ngamazwe, futhi izinto ezingavamile njengempushana yesafire eyigugu ne-truffle emhlophe zikhethwa emhlabeni wonke.Abathengi bethula izimonyo ezisezingeni eliphezulu. 

Ngemuva kocwaningo oluqinile lokukhiqiza nokuthuthukiswa, i-GLOSSIP iphikelela ekusebenziseni ulwazi kuqala bese isebenzisa uhlelo lokugcina lokuqeda.Kubikwa ukuthi i-GLOSSIP icubungule ngokujulile izinga lesikhumba sabesifazane base-Asia, futhi imikhiqizo yahlolwa yisikhungo esigunyaziwe sokuhlola i-CTI China Testing, eyathatha cishe izinsuku eziyi-150 futhi yenza ucwaningo nokuhlolwa kwemikhiqizo ecishe ibe yinkulungwane.Okokugcina, ngokutholwa, ukuhlaziya kanye nokuphuma kwemibiko yedatha ngochwepheshe abagunyaziwe, imikhiqizo yenkanyezi ye-GLOSSIP yethulwa ngemva kokuhlanganiswa kwedatha yobukhulu obuhlukahlukene. 

Ugqozi lomqondo wemikhiqizo yenkanyezi ye-GLOSSIP nayo ivela kumzila wemfashini waseMilan.Isibonelo, i-lipstick ye-runway (igama lomkhiqizo: Zhi Ai Lu Dumb Lipstick) isebenzisa amamodeli aphezulu wamazwe ngamazwe njengemyuziyamu yokukhuthaza, futhi ikhetha isitayela esifanayo ngokubuyisela izigcawu zomlando zamamodeli amaningi omhlaba.Imibala iqanjwe ngobuntu nesimo sengqondo se-supermodel, ukuze imibala eminingi edumile izoqhubeka nokuba yimfashini futhi yakudala ngo-2022, futhi ihumushe umbala omusha wezindebe.

Umqondo womunye umkhiqizo wenkanyezi eyodwa, isisekelo soketshezi esifuna ukukhanya, ugqugquzelwe izimonyo zezinga lochwepheshe ezenziwe ngemuva kwesiteji, futhi izithako zakhona ezikhazimulayo ezihlukile zingakha izimonyo ezibonisa ngale futhi ezikhazimulayo.

Ngasikhathi sinye, i-high-definition lip glaze (i-Fuyu velvet lip glaze), ukuhlukaniswa kombala (i-zhencai color isolation cream), izimonyo zokuhlunga i-pre-gel (i-soft focus filter makeup pre-gel), i-disc eyimfihlo (imfihlo ye-phantom yeso elinemibala emine shadow) ) neminye imikhiqizo iphinde ibe nobuntu obuhluke kakhulu. 

Umphathi womkhiqizo we-GLOSSIP u-Huang Jinwen uthe umkhiqizo uzolalela impendulo nezidingo zabathengi ngemuva kokudayiswa, futhi uthuthukise futhi uthuthukise ifomula ngokwempendulo yabathengi, ngethemba lokufanisa kangcono izidingo nokulindelwe ngabathengi baseShayina ukuze uthole izimonyo ezinhle. 

Umkhiqizo we-GLOSSIP, osezingeni eliphezulu e-Italy, owenziwe e-China futhi unamandla aphelele womkhiqizo, awuphumelelanga nje kuphela uthando lwabathengi, kodwa futhi uphawu oludumile eziteshini eziningi ezingaba namandla nezinga eliphezulu.

03:Izinze ohlotsheni olusha lwesitolo seqoqo lobuhle, ukunikezwa amandla okubili ngokumelene netheminali 

Eminyakeni yamuva nje, uhlobo olusha lwesiteshi sesitolo seqoqo lobuhle, oluhlanganisa izinzuzo eziningi ezifana nokubukeka, isevisi, indawo, nezimpahla, ngokungangabazeki ngesinye seziteshi ezingokoqobo ezithandwa kakhulu kubathengi abasha namuhla, futhi futhi izinga eliphezulu. ukugxila kwemikhiqizo eminingi yobuhle.enye yeziteshi zokukhula.Ngokwedatha yenhlolovo ye-iResearch, cishe u-70% wabathengi bakhetha ukuthenga imikhiqizo yezimonyo ungaxhunyiwe ku-inthanethi, ikakhulukazi ngoba bafuna ukuyizama esizeni.Ngokwezigaba, abathengi abangaphezu kuka-90% bazimisele ukuthenga imikhiqizo yezimonyo ungaxhunyiwe ku-inthanethi.

Ngokombono wesakhiwo somkhiqizo, inhlolovo ibonisa ukuthi ingxenye yezimonyo ezitolo ezintsha zokuqoqa ubuhle ngokuvamile ingaphezu kuka-30%, kanti ingxenye yezimonyo kwezinye izitolo ezintsha zokuqoqa ubuhle isifinyelele ku-60% -70%.Uma kukhulunywa ngokukhethwa kwemikhiqizo yezimonyo, izitolo zohlobo olusha zokuqoqwa kobuhle nazo zithambekele kakhulu ekukhetheni ama-niche brand anezizinda zamazwe ngamazwe namandla okusebenza asendaweni aqinile.

I-GLOSSIP ingeyokuqala ukungena esitolo esisha sokuqoqwa kobuhle.Ngokombono wesizinda nezici zamazwe ngamazwe zomkhiqizo, kuphinde kuhambisane nesu lokukhetha umkhiqizo wesitolo esisha sokuqoqwa kobuhle.

Ihlukile ezinkampanini eziningi zokuzilungisa, i-GLOSSIP inendawo ehlukile yokwenza izimonyo lapho nje isizinza e-Black Hole Trendy Store.I-GLOSSIP ilwela ukuhlinzeka abathengi ngezinsizakalo zokuzilungisa ezikhethekile nezichwepheshile.Esitolo semfashini ye-black hole, i-GLOSSIP iwukuphela komkhiqizo omusha ojabulela lokhu “kwelashwa” kuphela. 

Le “mpatho ekhethekile” ngokungangabazeki iwukubonakaliswa okuphelele kwesizinda samazwe ngamazwe se-GLOSSIP, amandla omkhiqizo, amandla omkhiqizo kanye nenani lomkhiqizo.Ngesikhathi sokukhishwa kokuqala, indawo ye-GLOSSIP yokwenza ngokwezifiso indawo yayigcwele izimonyo nezimonyo, okuheha ama-blogger amaningi wobuhle be-KOL nabathengi ukuthi bavakashele isitolo ukuze bahlole. 

Yiqiniso, i-GLOSSIP, ejabulela ukuphathwa okukhethekile, ihlukile kuyo yonke "imikhiqizo yethrafikhi" ezitolo ezintsha zokuqoqwa kobuhle, ngaphezu kwezakhi zayo zofuzo zemfashini, imikhiqizo yekhwalithi ephezulu, kanye nezici zokubonisa izimonyo.I-GLOSSIP, njengomkhiqizo wekhwalithi ephezulu okungeyona yethrafikhi, Iphinde isize ekuthuthukiseni umuzwa wabathengi wokwenza izimonyo futhi ithuthukise ubungcweti bokuthengiswa kwezimonyo ezitolo.

Kubikwa ukuthi i-GLOSSIP inenani eliphelele lama-SKU angu-130+ emikhiqizo kuwo wonke ulayini, hhayi kuphela imikhiqizo enebanga lentengo elifanelekile ukuhlangabezana nezidingo zokukhetha zembobo emnyama yezitolo ezintsha eziqondise ukuma okuphezulu, kodwa futhi ifanele abathengi zinezidingo zekhwalithi ephezulu zezimonyo ezinemibala eziteshini ezithandwayo njenge-WOWCOLOUR. 

Okwesitolo seqoqo lemfashini yembobo emnyama, ummeleli wezitolo zobuhle ezisezingeni eliphezulu, isisekelo samakhasimende ayo sinokuqaphela kobuhle kwezinga eliphezulu futhi sinaka kakhulu impilo yekhwalithi.Lokhu kuhambisana ne-tonality ye-makeup yokukhanya okunethezeka i-GLOSSIP ngokwayo.Ukuba khona akukwazi nje ukuqinisa ukuma kanye nombono wemikhiqizo yokuthengisa yobuhle ephezulu esiteshini, kodwa futhi kusiza isitolo ukwethula inani elikhulu lamakhasimende ahlosiwe aphezulu. 

Njengomkhiqizo we-haute couture wentengo ephakathi ukuya kwephezulu, i-GLOSSIP iphinda igcwalise igebe engxenyeni yomkhiqizo enenani eliphakeme + le-niche yamashaneli afana ne-WOWCOLOUR.Kubikwa ukuthi esikhathini esizayo, i-GLOSSIP izophinde ikhiphe kancane kancane isiteshi sesitolo somnyango nezinye iziteshi ezifanelana nezwi lomkhiqizo. 

Ngezakhi zayo zofuzo zemfashini, usizo lomdwebi wezimonyo oyindilinga uMichele Burke, kanye nesakhiwo sesiteshi sesitolo esisha sokuqoqwa kobuhle, i-GLOSSIP, esazalelwa futhi sahlala emakethe yaseShayina “ngokhiye wegolide”, kuzosethwa nakanjani. off a "high-definition show" ithrendi yokwenza izimonyo emakethe yezimonyo yaseShayina., ifaka i-booster emakethe yezimonyo zemibala yaseShayina.