文档介绍：China Cross-border E-comm
Orientation
1
AGENDA
• UL CBEC Proposition and TA
• 2018 Portfolio Overview
• By Customer Latest Update
• 2018 Content Marketing Working Plan Update
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Conclusion: ‘global offering’ proposition
There is not a lot of differentiation in overall category offerings - everyone offers everything.
Consumers care most about where their products are coming from and why.
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CBE C CONSUME R (S KIN CARE )
WHO ARE THEY ?
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UL CBE C CONSUME R
WHO ARE THEY ?
矛盾的综合体，无法用年龄和外表来定义她们的个性
中年少女、干物女神、朋克养生、佛系网红 萌似女汉子、佛系浪子、社交宅、绅女
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UL CBE C CONSUME R
THEIR SOCIAL IDENTITY DECIDE WHAT THEY WANT
美比天大的自我形象管理者
形象事大，要比美也要秀美。她们跑在追求美的第一线，从内至
外一点都不马虎，永远要在别人面前展现最有魅力的完美状态
颜
控
要品质更要性价比的精质主义
消费观念日益理性，从“外向型炫耀消费”转为“内向型自我享受的
消费”，追求更聪明的消费方式寻求通过海淘／购买高性价比进口好
货
质
控
追求新鲜感的感官动物
体
验
控
她们热衷于追求新奇有趣的体验，会为了心情买单。也乐于开发
探索一些国内未有的新产品／新技术
乐观富有***的理想主义者
她们知道自己想要什么，并一直在自己的道路上坚持着。乐观且
充满***，会不断充实自己、用行动来实现自己的目标
情
怀
控
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Unilever Import Business’ part to play in their overall beauty routine:
Internal
Clean
Makeup Removal
Sunblock
Facial Wash
Facial Lotion
Toner
Hand Wash
Hand Cream
Serum
Body Wash
Body Lotion
Essences
Hair Wash
Basic Care
Conditioner
Whitening /
anti-aging
Advanced Care
Cosmetics
Facial Masks
Lipstick /
External
Foundation
Perfume
Manicure
Hair styling
Eye makeup
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Young Beauty Explorers prioritize the most visible end of their beauty routine.
This is perceived as the most glamorous and fun part of the beauty routine.
Their obsession here is perpetuated by the media and social content that they consume.
There’s not much love for the Cleansing and Basic end of the spectrum!
Conclusion: Our focused product offering gives us a unique Point of View on our TA’s passion point.
Personal Care is the foundation of all Personal Beauty.
Our Point of View is that The Basics Matter.
Unilever Import Business offers Young Beauty Explorers a Foundation for their Beauty, from around the world.
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用全世界呵护你的美丽