悦诗风吟中国上市计划.ppt

COG批发/其他COG 25% 兰芝% 销售 -demosal+通讯-磁性+其他销售 梦妆%NS 梦妆%,+10%/yr 营销 Laneige%,+15%/yr Promo -分期偿还- 柜台 RMB200k/3yrs 间接的 affiliate%,less0.1%/yr 5 年 PL 假设 Channel 2012 2013 2014 2015 2016 TotalSales Counter New TotalSales Counter New TotalSales Counter New TotalSales Counter New TotalSales Counter New DS 15,000 20 20 73,800 60 40 173,070 120 60 322,047 200 80 527,582 300 100 FSS 5,000 5 5 24,600 15 10 75,690 45 30 161,024 75 30 254,791 105 30 E-Com - - - - - - - - - 30,000 100 100 90,000 200 100 RetailTotal 2,000 1 1 4,800 1 - 12,000 1 - 16,800 1 - 24,000 1 - NetSales 22,000 26 26 103,200 76 50 260,760 166 90 529,871 376 210 896,373 606 230 Channel 13,162 59,097 149,324 303,430 513,308 Channel 2012 2013 2014 2015 2016 TotalSales Counter New TotalSales Counter New TotalSales Counter New TotalSales Counter New TotalSales Counter New DS 11,250 15 15 56,700 45 30 143,010 95 50 272,601 145 50 431,630 200 55 FSS 3,500 2 2 12,600 6 4 30,780 12 6 53,916 16 4 76,277 20 4 E-Com 2,500 1 1 6,000 1 - 9,000 1 - 12,000 1 - 15,000 1 - RetailTotal 17,250 18 18 75,300 52 34 182,790 108 56 338,517 162 54 522,907 221 59 NetSales 10,321 45,051 104,675 193,852 299,442 5 年PL假设 innisfree China (草稿) Topline Sales (Retail/Net) estimation based on Assumptions RMB in currency, 30% DS margin, 33% for LSP margin, VAT @17% K RMB Scenario 1 - Low Risk Slow Build Scenario 2 - High Risk Fast Build OPEX Assumption will be worked out based on the marketing supporting strategy. Team Structure For Launch Mar. 2012 (Based on the organization structure of innisfree Korea) 2012年3月上市的团队建设 （以韩国Innisfree的构造为基础） July 2011 China Launch Strategy Overview 中国上市策略概要 AGENDA 1. GOALS STRATEGIES目标策略 2. BRAND PRODUCT STRATEGY品牌产品策略 3. GO-TO-MARKET STRATEGY PLAN营销策略与计划 4. ORGANIZATION, TIMELINE, RR组织、时间表、RR 策略 全球 发展蓝图 目标 如何盈利 e§ 通过不断创新来增加客户的忠诚度 e§重视公关关系、通过背书来增加品牌 可信度和 WOM e§ 和客户建立更好的沟通 e§ 提供独特的店铺体验(VMD) e§完善财政投资 e§ 加强塑造品牌的组织建设来确保更高 的成功机会 2010 2011 2013 2020 ? 开始全球化 的发展蓝图 ?新加坡旗舰店