【可分享版】宜家中国陈丽卿-数字时代重新定义家居生活的黄金法则.pdf

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1、Trista Chen 宜家整合营销总监重新定义家居生活的黄金法则人生有多少天在家中找东西？How many days we spend looking for misplaced items during a lifetime?How many days we spend looking for misplaced items during a lifetime?消费者在家中囤积的卫生纸有多少？How much toilet paper that Chinese consumers stock in homeHow much toilet paper that Chinese consume

2、rs stock in home？家中餐桌上可以放多少种物品？How many types of groceries on the dinning table in home?How many types of groceries on the dinning table in home?难找东西Not easy to find thingsNot easy to find things东西多空间少Too many things,not enough spaceToo many things,not enough space开放空间收纳难Hard to organize open spaceH

3、ard to organize open space61.2%47%38.7%消费者洞察驱动的个性化家居解决方案与中国大众一起创造美好生活的多种价值和无限可能Make home happen through new smart valueMake home happen through new smart value产品沟通体验彰显个性的有意义的全渠道丝滑的消费者洞察驱动的个性化家居解决方案与中国大众一起创造美好生活的多种价值和无限可能Make home happen through new smart valueMake home happen through new smart value

4、产品沟通体验彰显个性的有意义的全渠道丝滑的消费者洞察驱动的个性化家居解决方案与中国大众一起创造美好生活的多种价值和无限可能Make home happen through new smart valueMake home happen through new smart value家居生活灵感HF inspirationHF inspiration超值好物Value for moneyValue for money健益身心Healthy livingHealthy living物超所值的储物盒Affordable BoxesAffordable BoxesPANSARTAX 潘萨塔附盖储物盒

5、透明16.5x16.5x16.5 cm39.99NOJIG 诺伊格收纳盒 塑料/米黄色10 x20 x5 厘米灵活搭配个性化收纳体验Best Friends of Storage FurnitureBest Friends of Storage Furniturepersonalized storage experiencepersonalized storage experience消费者洞察驱动的个性化家居解决方案与中国大众一起创造美好生活的多种价值和无限可能Make home happen through new smart valueMake home happen through n

6、ew smart value产品沟通体验彰显个性的有意义的全渠道丝滑的品牌人群装修刚需人群家居爱好者宜家目标人群拓展算法人群聚焦扩大增加新的媒体触点赛马优化 提升效率人群x内容赛马灵活测试 效果优先充分利用算法模型有温度的沟通=人群 x 场景 x 解决方案 x 算法 +激发灵感的勾起购买欲的治愈的内容千人千面的沟通 宜家家居APP为2千万+用户提供个性化推荐 123高效的沟通 AIGC 大幅提升内容创作效率消费者洞察驱动的个性化家居解决方案与中国大众一起创造美好生活的多种价值和无限可能Make home happe