Inkampu entsha yeZithambiso zeVenkile yoBuhle yongeza amandla kwiBrand-GLOSSIP

Kutshanje, kwinkampu yodidi lwezimonyo yevenkile ezintsha zokuqokelela ubuhle iHAYDON (umngxuma omnyama) kunye neWOW COLOUR, kukho olunye uphawu oluqinileyo lwezimonyo olunemvelaphi, kwaye olu phawu lubhengeze ngokusesikweni ngoJulayi ukuba luza kuphuma ngokukhawuleza emva kokuthengiswa. Luhlukile ngenxa yezakhi zalo zemfashini zase-Itali zaseMilan kunye nokubonisa ukubekwa kwezimonyo okuphezulu, ukusuka kumlilo wase-Itali ukuya kwi-brand yase-China ye-Milan ekhaphukhaphu ye-GLOSSIP.

Le brand yokuhombisa izimonyo iGLOSSIP yazalwa ngo-2012 eMilan, ikomkhulu lefashoni noyilo lwehlabathi. Ixhase iMilan Fashion Week kabini ngo-2016/2017, kwaye iye yaba yindawo yokuhombisa ekhethiweyo kwiimveliso zempahla ezidumileyo ezifana noMario Dice kunye no-Ettore Bilotta. Emva kokuthengwa yiCazilan Group, inkokheli yezimonyo zombala waseTshayina, yaseka inkampani yolawulo lweempawu zasekuhlaleni iGRUPPO GLOSSIP kunye nelebhu yaseMilan e-Itali. Emva kweminyaka engaphezu kwemine, iimveliso zaphinda zafakwa. Njengoko ifashoni yayiyeyona nto iphambili kwaye ichazwa njengeyona nto iqhelekileyo, ingcamango yokuhombisa yesigaba se-T yamkelwe. yafakwa kwimveliso.

I-GLOSSIP ithatha "ukudala umgangatho" njengemfuneko yomgangatho, kwaye ilungisa kwaye iphucule ngokweemfuno kunye neempawu zabasetyhini baseTshayina, kwaye ekugqibeleni idala iimveliso zokuthambisa ezikumgangatho ophezulu ukuhlangabezana neemfuno eziphambili zabathengi abangabasetyhini baseTshayina zokuthambisa. I-GLOSSIP entsha ekugqibeleni iqhakaza kwi-"China T-Taiwan" yayo. Olu phawu lukwalinyathelo elibalulekileyo kwiKazlan Group lokuphumeza isicwangciso seempawu ezininzi kunye nokuqhubekela phambili kwihlabathi liphela kunye nophuhliso oluzinzileyo. Ngeli xesha, uphawu lungene kwisitishi sevenkile entsha yokuqokelela ubuhle i-WOW COLOUR ngokubeka izimonyo ze-couture, oku kukuqala koyilo oluphumelelayo lwesicwangciso seempawu ezininzi zeCazlan Group.

Kwiminyaka yakutshanje, ukhuphiswano kwimarike yezimonyo yaseTshayina luye lwaqhubeka ngamandla. Xa kuthelekiswa nezinye iimveliso zezimonyo zamazwe ngamazwe kunye neemveliso zezimonyo zasekuhlaleni, kutheni i-GLOSSIP yaphuma kwisangqa? Kutheni yafumana ukuthandwa liqela leevenkile ezintsha zokuqokelela ubuhle? Kwimarike yezimonyo ekhuphisanayo kakhulu, i-GLOSSIP iya kuthatha njani indawo kwindawo yezimonyo? 

01: I-GLOSSIP izisa izimonyo ezikumgangatho ophezulu kubathengi baseTshayina

UGLOSSIP wazalelwa eMilan, e-Itali, ikomkhulu lefashoni kunye nobugcisa kwihlabathi liphela ngo-2012, kwaye ungoweqela le-cosmeceutical lase-Itali i-BOTTEGA VERDE COSMETIC GROUP.

I-GLOSSIP yasekwa eMilan, kwaye igama layo lithetha intliziyo yaseMilan, iziko lefashoni. “I-GLOSSIP, ukwanga okuvela eMilan”, njengoko kunokubonwa kwisiqubulo sophawu, i-GLOSSIP ibonisa ubugorha kunye nomdla wefashoni yaseMilan, kwaye itolika iijini zemfashini zaseMilan zeGLOSSIP.

I-GLOSSIP, eyazalelwa yaza yakhulela eMilan, ixhase iMilan Fashion Week izihlandlo ezininzi kwaye iye yaba yinto ekhethiweyo kaMarioDice kunye no-EttoreBilotta. 

Ukulandela iijini zefashoni zase-Itali kunye nokuthatha imfashini njengeyona nto iphambili, i-GLOSSIP idibanisa ingcamango yokwenza i-runway makeup kwiimveliso zayo. Ke ngoko, "ivela eMilan" kunye "ne-show couture" ziye zaba yimpawu ephambili yophawu. Olu lukwa "luphawu lophawu" oluhlula i-GLOSSIP kwiimpawu ezininzi ezintsha zokuthambisa zasekhaya nezaseYurophu nezaseMelika. 

Kubikwa ukuba ngoJuni kulo nyaka, uphawu lweGLOSSIP lusayine ngokusesikweni isivumelwano noMichele Burke, owaziwa ngokuba “ngomnye wabaculi be-makeup abanobuchule kakhulu kushishino lwe-makeup lwehlabathi namhlanje”, kwaye uMichele Burke waba yingcali yemibala yeGLOSSIP. Njengophumelele i-Academy Award kabini kwiBest Makeup, uMichele Burke unengqiqo ekhethekileyo malunga nokudibanisa nokusebenzisa umbala. Nokuba yingcamango yophawu olukhuthaza abafazi ukuba babe nesibindi kwaye bazithembe, okanye ukuphishekela rhoqo ukubeka imveliso kunye nencasa yefashoni, iGLOSSIP ihambelana noMichele Burke, ozimisele ukwenza i-makeup entle yeGLOSSIP. Kwixesha elizayo, iGLOSSIP iya kudibana noMichele Burke ukuze bahlole amathuba angenamkhawulo emibala ye-makeup. 

Ngeli xesha, uGLOSSIP uza kuzisa iijini zakhe zefashoni kunye nombala ukuze azise izithambiso zobuso ezivela eMilan kubathengi baseTshayina.

02: Ukulinganisa imigangatho yeshishini lezinto zokuthambisa lamazwe ngamazwe ukuze kwenziwe izinto zokuthambisa ezikumgangatho ophezulu 

Ukususela e-Itali ukuya eTshayina, ukusuka kwi-R&D ukuya kwimveliso, yonke imveliso ye-GLOSSIP ilandela umgangatho ophezulu wase-Itali.“Imveliso elungileyo ngumlinganiswa olungileyo,” uTang Xilong, usihlalo kunye nomongameli weKazilan Group, unezona mfuno zingqongqo kwiimveliso ezikuphawu lweGLOSSIP. 

I-GLOSSIP isoloko ilinganisa imigangatho yeshishini lezinto zokuthambisa ezinemibala yamazwe ngamazwe, kwaye isebenzisa indlela yokusebenzisana yokungenisa iimveliso ezigqityiweyo zangaphandle kunye nee-OEM zasekhaya. Iimveliso zayo ziphuhliswe ngobuchwephesha yilabhoratri yaseMilan, kwaye ii-OEM ezibekwe phakathi kwezi-3 eziphezulu e-Itali zikhethwa njengamaqabane anzulu ukuqinisekisa "imigangatho yamazwe ngamazwe + imigangatho yasekhaya".

Ekukhetheni izinto eziluhlaza, i-GLOSSIP ikwalandela imigangatho engqongqo. Izithako kunye nezinto eziluhlaza zilinganiswa ngokweempawu zamazwe ngamazwe, kwaye izinto ezinqabileyo ezifana nomgubo wesafire oxabisekileyo kunye netruffle emhlophe zikhethwa kwihlabathi liphela. Abathengi babonisa izimonyo ezintle kakhulu. 

Emva kophando oluqinileyo lwemveliso nophuhliso, i-GLOSSIP igxininisa ekusebenziseni amava kuqala kwaye isebenzisa inkqubo yokugqibela yokususa. Kubikwa ukuba i-GLOSSIP iqwalasele nzulu umgangatho wolusu lwabasetyhini baseAsia, kwaye iimveliso zavavanywa yi-arhente yovavanyo enegunya i-CTI China Testing, eyathatha phantse iintsuku ezili-150 kwaye yenza uphando kunye novavanyo lwemveliso oluphantse lube liwaka. Ekugqibeleni, ngokuchongwa, uhlalutyo kunye nokukhutshwa kweengxelo zedatha ziingcali ezinegunya, iimveliso ezibalaseleyo ze-GLOSSIP ziqaliswa emva kokudibanisa idatha yemilinganiselo eyahlukeneyo. 

Ingcamango yokuphefumlelwa kweemveliso zeenkwenkwezi zeGLOSSIP ikwavela kwiMilan fashion runway. Umzekelo, i-runway lipstick (igama lemveliso: Zhi Ai Lu Dumb Lipstick) isebenzisa ii-supermodels zamazwe ngamazwe njenge-museum yokuphefumlelwa, kwaye ikhetha isitayile esifanayo ngokulandelela imiboniso yembali yee-supermodels ezininzi zehlabathi. Imibala ithiywe ngobuntu kunye nesimo sengqondo se-supermodel, ukuze imibala emininzi edumileyo iqhubeke nokuba yimfashini kwaye ibe yeklasikhi ngo-2022, kwaye itolike umbala omtsha wemilebe.

Ingcamango yemveliso enye ebalaseleyo, isiseko solwelo esifuna ukukhanya, iphefumlelwe zizithambiso zodidi oluphezulu ezenziwe ngasemva kweqonga, kwaye izithako zayo ezikhethekileyo ezikhazimlayo zinokwenza izithambiso ezibonakalayo nezikhazimlayo.

Kwangaxeshanye, i-glaze yemilebe ecacileyo ephezulu (i-Fuyu velvet lip glaze), ukuhlukaniswa kombala (i-zhencai color isolation cream), i-filter makeup pre-gel (i-soft focus filter makeup pre-gel), i-secret disc (i-secret phantom four-color eye shadow) kunye nezinye iimveliso nazo zizinto ezahluke kakhulu. 

Umphathi webhrendi yeGLOSSIP uHuang Jinwen uthe olu phawu luza kumamela izimvo neemfuno zabathengi emva kokuthengiswa, kwaye luphucule kwaye luphucule indlela ngokweempendulo zabathengi, ngethemba lokuba luya kuhambelana ngcono neemfuno kunye nolindelo lwabathengi baseTshayina ukuze benze izimonyo ezintle. 

Uhlobo lweGLOSSIP, olukumgangatho ophezulu e-Itali, olwenziwe eTshayina kwaye lunamandla apheleleyo emveliso, aluzange luzuze uthando lwabathengi kuphela, kodwa lukwaluphawu oludumileyo kwiindlela ezininzi ezinokubakho okuphezulu nezikhula ngokukhawuleza.

03: Ndizinze kuhlobo olutsha lwevenkile yokuqokelela ubuhle, uxhotyiso oluvela macala omabini ngokuchasene nesiphelo sendlela 

Kwiminyaka yakutshanje, uhlobo olutsha lwesitishi sevenkile yokuqokelela ubuhle, oludibanisa izibonelelo ezininzi ezifana nenkangeleko, inkonzo, indawo, kunye neempahla, ngokungathandabuzekiyo yenye yezona ndlela zidumileyo zomzimba kubathengi abancinci namhlanje, kwaye ikwayindawo ephambili ekugxilwe kuyo kwiimveliso ezininzi zobuhle. Ngokwedatha yophando lwe-iResearch, phantse ama-70% abathengi bakhetha ukuthenga iimveliso zokulungisa ngaphandle kweintanethi, ikakhulu kuba bafuna ukuzizama kwindawo. Ngokweendidi, ngaphezulu kwama-90% abathengi bazimisele ukuthenga iimveliso zokulungisa ngaphandle kweintanethi.

Ngokwembono yesakhiwo semveliso, uphando lubonisa ukuba umlinganiselo wezithambiso kwiivenkile ezintsha zokuqokelela ubuhle ngokubanzi ungaphezulu kwe-30%, kwaye umlinganiselo wezithambiso kwezinye iivenkile ezintsha zokuqokelela ubuhle ufikelele kwi-60%-70%. Xa kufikwa ekukhetheni iimpawu zokukhetha ubuhle, iivenkile ezintsha zokuqokelela ubuhle nazo zikhetha ngakumbi iimpawu ezikhethekileyo ezinemvelaphi yamazwe ngamazwe kunye nezakhono zokusebenza eziqinileyo zasekuhlaleni.

I-GLOSSIP yeyokuqala ukungena kwivenkile entsha yokuqokelela ubuhle. Ngokwembono yemvelaphi kunye neempawu zalo mkhiqizo kwihlabathi liphela, ikwahambelana necebo lokukhetha imveliso yevenkile entsha yokuqokelela ubuhle.

Ngokungafaniyo nezinye iintlobo ezininzi ze-makeup, i-GLOSSIP inendawo eyahlukileyo yamava e-makeup kwangoko nje ukuba ifikelele kwiVenkile yeBlack Hole Trendy. I-GLOSSIP izama ukubonelela abathengi ngeenkonzo ezikhethekileyo nezingobuchwephesha ze-makeup. Kwivenkile yefashoni ye-black hole, i-GLOSSIP lolona phawu lutsha kuphela olunandipha olu "nyango" kuphela. 

Olu "nyango lukhethekileyo" ngokungathandabuzekiyo lubonakalisa ngokupheleleyo imvelaphi ye-GLOSSIP yamazwe ngamazwe, amandla ebhrendi, amandla emveliso kunye nexabiso lebhrendi. Ngexesha lokukhutshwa kokuqala, indawo yamava okwenza ngokwezifiso i-GLOSSIP yayigcwele i-makeup kunye ne-makeup, nto leyo eyatsala ii-bloggers ezininzi zobuhle be-KOL kunye nabathengi ukuba batyelele ivenkile ukuze babhalise. 

Kakade ke, i-GLOSSIP, efumana unyango olukhethekileyo, yahlukile kuzo zonke "iimveliso zetrafikhi" ezikwiivenkile ezintsha zokuqokelela ubuhle, ukongeza kwiijini zayo zefashoni, iimveliso ezikumgangatho ophezulu, kunye neempawu ze-show makeup. I-GLOSSIP, njengophawu olukumgangatho ophezulu olungenatrafikhi, ikwanceda ukuphucula amava abathengi malunga ne-makeup kunye nokuphucula ubuchule bokuthengisa i-makeup evenkileni.

Kubikwa ukuba i-GLOSSIP ineemveliso ezingaphezu kwe-130 zee-SKU kulo lonke uluhlu, kungekuphela nje iimveliso ezinexabiso elifanelekileyo ukuhlangabezana neemfuno zokukhetha ze-black hole yeevenkile ezintsha ezijolise ekubekweni okuphezulu, kodwa zikwafanelekile kubathengi abaneemfuno ezisemgangathweni ophezulu zezithambiso zemibala kwiindlela zemfashini ezifana ne-WOWCOLOUR. 

Kwivenkile yokuqokelela iifashoni ezimnyama, emele ivenkile yobuhle ekumgangatho ophezulu, abathengi bayo banombono ophezulu wobuhle kwaye banikela ingqalelo ngakumbi kubomi obusemgangathweni. Oku kuhambelana nobukhulu be-GLOSSIP yokuhombisa ekhanyayo. Ubukho abunakuqinisa kuphela indawo kunye nombono weemveliso zobuhle ezikumgangatho ophezulu kwisitishi, kodwa bukwanceda ivenkile ukuba yazise inani elikhulu labathengi abakumgangatho ophezulu. 

Njengophawu lwe-haute couture oluphakathi ukuya phezulu, i-GLOSSIP ikwazalisa umsantsa kwicandelo leetshaneli ze-haute couture ezibiza kakhulu nezincinci ezifana ne-WOWCOLOUR.Kubikwa ukuba kwixesha elizayo, i-GLOSSIP iza kusebenzisa kancinci kancinci itshaneli yevenkile enkulu kunye nezinye iindlela ezihambelana nethoni yophawu. 

Ngoncedo lwayo lwezemfashini, uncedo lomculi wezinto zokuthambisa uMichele Burke, kunye noyilo lwejelo levenkile entsha yokuqokelela izinto zobuhle, iGLOSSIP, eyazalelwa yaza yafika kwimarike yaseTshayina ene "golden key", ngokuqinisekileyo kuya kuqalisa umkhwa "womboniso ophezulu" wokuthambisa kwimarike yezithambisa zaseTshayina, ofaka i-booster kwimarike yezithambisa zombala waseTshayina.