The US valuable lotus through great writer's advertisement investment and the upscale market's special counter construction, causes the spokesman who oneself become the fashionable tidal current Compared in the Chinese cosmetics market attacks the high-end skill to be insufficient, takes the populace route to flow in the popular goods domestically produced brand, the US valuable lotus has obtained the unification in the contradiction 2003 year mid-December, the US valuable lotus has held a activity in New York, celebrates its Chinese Branch to start the profit This distance US valuable lotus enters Chinese market already in the recent 8 years But the Chinese market's profit, looks like in the US valuable lotus, is a successful matter At the same time, possesses the Multinational corporation which develops in China to be the same likely, US valuable lotus most recent several years management, what are more is pays great attention the market development and the channel construction, but is not take gains as the first goal; On the other hand, along with to the Chinese market understanding's gradual deepening, the US valuable lotus has located itself, no matter in recent years were the brand management or the channel construction, more and more tallied with the Chinese national condition In the populace cosmetics market, today's US valuable lotus already occupied the market absolute initiative in the Chinese home, covers Paulo according to Oulaiya China company chairman “the Pyramid type strategy”, the US valuable lotus is continued to locate for the populace consumable The US valuable lotus had a slogan “to let each Chinese women have a US valuable lotus's product at least” In order to serve this purpose, the US valuable lotus formulated had the affinity price to the Chinese ordinary consumers US valuable lotus lipstick's price basic superior in 30-60 Yuan this sector But Shiseido's similar products price above 100 Yuan, looks like SK mostly Ⅱ Such brand, Similar products' price is US valuable lotus's 10 times nearly Along with the SARS time's reduction behavior, the US valuable lotus's product more and more can expend in the price for the populace, in theirs promotion, the individual type's lipstick price even already lowered to 10 Yuan, must be lower than the majority of domestically produced brand's price, this stimulated greatly to the price has been sensitive, but had the pursue name brand trend low end consumer the US valuable lotus is take the female as the goal expense community's brand, but when purchases the cosmetics, what the female most pays attention is the product brand, its proportion relative high Therefore, although is the price not high popularity product, but the US valuable lotus actually pays attention sets up own brand image the advertisement takes enhances the brand popularity and the loyalty method effectively, is valued cosmetics enterprise's But the cosmetics consumer is also easiest is about the advertisement institute community Therefore, in 1999 until now, cosmetics advertisement continuously by its strong delivery tendency hold advertisement market front row Compares with its competitor, the US valuable lotus feminine launches a psychological attack to the present age to fight is more overbearing and is swift and fierce Opens a fashionable publication casually and turns on the television, may see the US valuable lotus the advertisement It is reported that the US valuable lotus's once occupied the Chinese overall cosmetics advertisement investment in advertisement investment 1/2 to adapt Chinese's esthetic taste, the US valuable lotus invited inland star Zhang Ziyi in April, 2001 to take the post of its Asian vivid spokesman, attempted by her health contour, the fresh makings, the enchanting charm to deduct the US valuable lotus to be compatible, fashion, vigor, vitality brand image although US valuable lotus in price and channel aspect more and more popular, but because its brand image maintains quite well, the consumer has not reduced to its brand fine reputation and the loyalty Moreover, because has the formidable brand image support, the US valuable lotus product produces goods rate has been high, can provide the stable repayment to the dealer, even if therefore yields profit for the dealer is lower than the competitor far, various dealers are willing to cooperate with them has the formidable rallying point brand, to proliferate the price which each corner the sales network, the majority of consumers can accept, the low cost of operation, the US valuable lotus's in domestic market start profit is merely “the start
The transnational brand has entered the Chinese marketplace with great majority different along top grade route , L'Oreal has led whose masses brand "Maybelline " in overseas into China, and the price having affinity with more and more convenient purchase channel, Yue Lai Yue has continued whose masses brand route The channel convenient and the price affinity do not damage the Maybelline brand image , build by the fact that the big spending advertisement throws into the special counter composing in reply luxury stores, Maybelline makes self become fad , the tidal current spokesman Compare in the lack attacking high-end skill on Chinese color stage makeup and costume marketplace, walk the domestic brand that the masses route stream in the staple goods, Maybelline has asked for an unification in contradiction Different from other transnational cosmetics Corp, that L'Oreal adopts is an all-direction brand and product tactics Therefore, behind buying Maybelline, L'Oreal has continued its popular allocation , has made but its brand image again according to this original brand characteristic General headquarter of buy before long in the day afer tomorrow , beautiful precious lotus is moved towards move to metropolis New York from Memphis Herefrom, host following the example of L'Oreal in overseas market, has been striking method of work of product "Paris- L'Oreal " , Maybelline has been increasing by two "New York" characters at the brand back , the purpose that such makes has been to tell a consumer definitely , this has been the product coming from New York , it certainly has been representing sex appeal , internationalization and up to the minute fad Fad , feasible Maybelline of popular allocation have a great vogue in fields such as Japan , Europe In 2002, it has occupied the whole world 19%'s marketplace portion That this several years visit Maybelline in the field of the channel is with other entirely different foreign capital brand road , that it chooses is the strongest supermarket of permeation and convenient store of chain Because of Maybelline is fixed position in masses brand , to this kind of brand , except price,convenient buying is also that consumer's importance considers a factor The large-scale market , department store have bigger effect, but the deficiency because of permeation though in the field of lifting brand image , popular brand of unable satisfied distant Maybelline need lets a consumer can can purchase its product in any place And, brand special counter in large-scale market , department store easily more than 100,000 yuan of investment , expensive renting and administration cost, the operating cost having increased a brand's, pulls the distant product and consumer's distance That the supermarket and other sell approach has been different , the characteristic all over each corners has increased the convenient no comment that the consumer buys, from time to time have discount being able to make the product the popular brand road leaking have affinity more on price
很多人会问，为什么很多企业对“品类第一股”这个头衔有必争之意？其实答案很简单：它一定能够在短时间内获得来自资本市场最多的关注及机遇，创造更多的曝光度及声量。
线下零售业在遭受疫情冲击后缓慢复苏，各家企业也开始打起精神，使出浑身解数重新俘消费者芳心。在其他家争得头破血流时，名创优品却异常地冷静。作为“价值零售第一股”，虽然关于上市的消息从很早前就开始传出，但整体的IPO计划依旧用了整整三年时间进行筹备和酝酿。从第一家门店开业到现在，七年时间里，名创优品这家年轻的综合零售商向外界交出了成绩单：进驻超80个国家和地区，开设超4200家门店，拥有8000个核心SKU，合作超600个供应商和17个知名IP。
除此之外，名创优品以27亿美元（约合190亿人民币）的GMV获得52%的市场占有率。被Frost&Sullivan称为“全球规模最大的自有品牌综合零售商”。
在生活家居赛道一路飞驰的名创优品，获得了高瓴和腾讯的青睐，也借此良机昂首走进了纽交所的大门。
北京时间10月15日，自有品牌价值零售商名创优品正式登陆纽交所，股票代码“MNSO”，定价2000美元，高于此前的发行区间上限，总发行 3040万股ADS，连同超额配售权发行股份，市值达6992亿美元。
一家公司的定价如果能突破上限，很可能与其获得投资者超额认购有关。投资者火热投资的背后，则源于名创优品对价值的全新理解。
外界对名创优品的关注一直持续不断。正如名创优品创始人叶国富发布公司上市后的首封公开信所说，在最近三个月路演，见了近500多个投资经理，华尔街精英问他最多的问题是：“名创优品的核心竞争力在哪里？”、“如果哪一天名创优品这个企业不行了，你认为问题出在哪里？”、“把名创优品开到全世界80多个国家和地区，超过4200家店铺，你面对困难时怎么解决？”
如何定义自己的核心竞争力？面对可能遇到的困难如何去解决？叶国富给出的答案是：极致的性价比、持续的高频上新和全球化开店。
线下新零售的思考
店内简洁明亮，招牌醒目而不张扬，你一定在很多地方见过它。名创优品一直坚持带给顾客愉悦的购物体验，无论是刚进到店里的感觉，还是结帐时的心情，都能保持轻松惬意的状态，而不是买到物美价廉货品的沾沾自喜。
名创优品门店（来源：Franchiseindia）
这种独特的运营理念和服务意识，来自于创始人叶国富的“意外”发现。
叶国富2012年在日本旅游时，突然发现日本有很多的百货店和精品店，也卖着一些便宜但是质量不错的小商品。
在他感慨以日本的消费之高，卖这些小东西居然还能赚钱的时候，另一个发现让他觉得更不可思议：这些商品，很多都印着“made in china”。
回国之后，他开始进行市场的调研，查阅了大量中国线下零售行业的资料，并重新思考了行业的痛点和未来发展方向，并于次年在广州开张了第一家名创优品门店。时至今日，名创优品旗下门店已经超过4200家。
行业通病的“新疗法”
辉煌的成绩单只是表面，真正驱动名创优品能有如此杰出表现的，还是公司全新的经营模式。而名创优品的成功，一定程度上是消费升级的表现。
名创优品做的是日用品连锁零售，截至目前为止，公司拥有8,000+核心SKU（单品），涵盖生活家居、电子电器、纺织品、包袋配饰、美妆工具、玩具系列、彩妆、护肤洗护、休闲食品、香水香氛、文具礼品等11 个品类。
坦率地说，名创优品零售的商品本身并不少见，你在别的店不难找到相似的替代品。既然如此，它成功的核心是什么？
我们都知道，传统零售产业总是价格虚高是因为存在了大量的中间商，层层环节导致商品价格上涨，到手利润却下降了。最后商品到店了，零售价格却高昂到卖不动，上下游都苦不堪言。
为了改变这个情况，名创优品选择定制化规模直采——没有中间商赚差价，此举可谓是“撕掉了零售终端价格虚高这最后一层纸”。庞大的线下零售网络赋予名创优品强大的规模化采购优势，每次下单都是以“万件”计。同时，许多供应商都是以OEM/ODM的形式买断式地为名创优品定制设计、生产产品。这种模式避免了竞争，保证了产品供应的低成本。
此外，名创优品通过快速结算进一步提升议价能力。2013年创立至今，名创优品从未拖延供应商一分钱、一分钟，保证在次月30号前结算当月的所有货款。中国市场是买方市场，因此供应商出于对回款的担忧，会在报价上有所保留。但是与名创优品合作，供应商无后顾之忧，会给其提供最低报价。
为了保持消费者的新颖感，并在每次进入商店时为他们带来新的惊喜，名创优品每隔7天会从10000个产品创意里挑出100个产品进行更新。这个更新过程既叫做“711理念”，也称之为“百里挑一 ”情怀。要达到这样的周转速度，与工厂定制产品并向供应商直接采购是最好的方案。
而在供应商的选择上，名创优品的甄选标准更全面及严格，包括质量、产能、行业声誉和地位。
目前名创优品有超过 600 家供应商，其中大多是上市公司与一线品牌，也不乏一些为国际大牌代工的供应商。
譬如，名创优品的香水来自奇华顿。奇华顿是一家上百年的欧洲最顶级的香精制造商，同时是爱马仕、香奈儿等经典香水的供应商。名创优品的眉笔10元一支，2年销售超过1亿支，其供应商是迪奥、美宝莲的供应商。名创优品的手机充电线供应商是立讯，它也是苹果的供应商。
据统计，名创优品国内门店消费者购买率超过30%
当然，庞大的供应商体系也面临着如何高效管理并创造更高价值的棘手难题，名创优品在经历过一番摸索之后，设计了一套数字化运营系统。
设计师、产品经理、供应商和终端门店都参与其中，每一个环节都是数字化管理，以提升存货管理效率，缩短订单时间。
在早期产品设计阶段，产品经理将初步产品设计发给供应商征求意见；当确定产品可以生产上市后，系统向供应商下单，供应商依单生产；产品生产完成后，供应商根据名创优品要求的时间地点，用系统管理从工厂到仓库的物流；而通过这个系统，供应商也可以获得终端的实时销售数据，动态优化生产计划，避免盲目生产导致的滞销。
而且，这套数字化运营系统有自动补货功能，可以调节门店畅销品库存的补货流程，也可以计算门店滞销商品，并作出实时调整。
值得一提的是，数字化运营系统还包括一个在线质量控制模块，以便名创优品与供应商、零售合作伙伴检测和纠正质量问题。
总结下来，就是名创优品总是贯彻着三高和三低。
在三高中：
一是高颜值，重视设计。坚持统一的生活美学理念，高薪聘请专业设计师，搭建设计师平台，签约优质的IP获得图形素材为产品设计提供保障；二是高品质，从供应商筛选、产品设计、原材料检测、样品检测、货品检测，到推出产品后的门店抽检等各个环节，名创优品都建立了严格的品控措施，从内部环节保证产品的高质量；三是高频率，以“711理念”为核心，快速迭代产品方案并推向市场。
而三低中：
一是低成本。通过大规模厂家直采，实现规模效应和减少中转；二是低加价。保证产品低价高质，让利消费者；三是低价格。国内门店超95%的产品价格不高于50元。
自2016年以来，名创优品与Hello Kitty、漫威、迪士尼等17个全球知名IP都展开了合作。如果你在其他地方看到这些IP商品，会下意识地觉得要价不菲。但是在名创优品，凭借其科学合理的数字化运营体系，这些国际IP也能在保证质量的情况下，以合理的价格带给消费者愉悦的购物体验和满足感。
名创优品美国好莱坞星光大道门店发售漫威联名产品
创新的C2M模式
峰瑞资本李丰曾说道，一个消费品牌，短期内销量能起来，靠的是流量；起量以后，要想办法把效率提高；提高效率的本质，就是看谁能控制或者创造最好的供应链。
对于名创优品而言，目前他们只是因先手在市场上占据了一席之地。实质上，所有消费者都希望以便宜的价格获得简单而优质的产品。而结盟以及合作将产生的巨大能量则是在价格和质量上针对消费者需求的另一种方式。
因为名创优品对供应链强大的控制能力，所以他们创新性的加盟方式，也和其他加盟品牌不同。门店加盟商无需负责进货和门店运营，只负责租金、装修及人工水电费用等。
而名创优品，则负责产品从设计到销售的全部环节。
招股书显示，截至2020年6月30日，名创优品中国区员工为2047名。其中299%负责产品研发和供应链管理，超过48%负责管理和运营。
从某种意义上说，名创优品实际上是借助外部渠道，直接连接了供应商和消费者。
这其实是一种创新的C2M（用户直连制造）模式。它的核心价值是全面迎合消费者需求，以销量定产量。在用户端，可以为用户带来更低价更优质的产品；在工厂端 ，则赋予了工厂按需生产的能力，减少了库存风险，以实现双赢。
万事俱备之后，当然不难理解为什么顾客到店的购买率高达30%了。
今年受全球疫情的影响，线下的实体店受到的伤害应该最大的。但是据招股书显示，名创优品2020财年毛利润为2732亿人民币，相比2019财年2511亿人民币增长88%；2019财年毛利率为267%，2020财年增至304%，最后2020财年调整后净利润为971亿，同比增长117%，不但没有下降，反而上涨了。
毫无疑问，这证明了名创优品的商业模式是行之有效的。
立足本土，走向世界
中国社科院此前就有报告就指出，电商平台通过创立工厂直购等活动，既满足消费者追求超高性价比的诉求，又能帮助外销型制造企业以薄利多销打造爆款，快速打开国内市场。
接下来名创优品要做的，就是上市集资加速国际化进程。正如招股书中所说，此次赴美上市的募集资金将主要用于扩张全球门店和零售网络，升级仓储和物流网络、进一步提升数字化运营系统等。
名创优品在纽约街头的户外广告
也许在不远的将来，名创优品在给他国消费者提供低价高质商品的同时也能给在外旅行出差的国人以及华人们带来更多的便利和温暖。而这一切的依托，就是我们引以为傲的Made in China。
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