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一个数字化生态系统的构建包括卓越的视频、图像制作能力、讲故事的能力、线上线下渠道营销和信息传播的一致性及连贯性,以及与此对应的社群(消费者)体验的一致性,信息才能转换成销售力。天猫从来不会寂寞。先是9月初COACH关闭天猫旗舰店,接着出身路威酩轩集团(LVMH)的美妆品牌娇兰登陆天猫,仅杨洋参与开业的一小时直播,天猫就为娇兰斩获5万年轻新客,加上400万人次的互动,口碑和口袋诚意满满。迎来送往间,天猫上的奢侈品牌物种越来越丰富,博柏利、海蓝之谜、菲拉格慕、哈雷、捷豹路虎、玛莎拉蒂等都已进驻。
The construction of a digital ecosystem includes excellent video, image-making capabilities, story-telling capabilities, consistency and coherence of online and offline channel marketing and information dissemination, and coherence with the corresponding community (consumers) experience , Information can be converted into sales force. Lynx never lonely. First COACH early in September to close Lynx flagship store, followed by LVMH (LVMH) beauty brand Guerlain landing Lynx, only Yang Yang participated in the opening hours of the broadcast, Lynx Guerlain gains 50,000 young new customers, Coupled with 400 million people’s interaction, word of mouth and pocket full of sincerity. Usher in the room, Lynx increasingly rich in luxury brand species, Burberry, sea blue mystery, Ferragamo, Harley, Jaguar Land Rover, Maserati and so have been stationed.