{"id":69848,"date":"2023-01-15T12:51:42","date_gmt":"2023-01-15T12:51:42","guid":{"rendered":"https:\/\/www.artefact.com\/?post_type=cases&#038;p=69848"},"modified":"2024-09-25T15:56:45","modified_gmt":"2024-09-25T14:56:45","slug":"van-de-velde-how-to-improve-sales-as-a-premium-brand-amidst-the-sale-madness","status":"publish","type":"cases","link":"https:\/\/www.artefact.com\/zh\/cases\/van-de-velde-how-to-improve-sales-as-a-premium-brand-amidst-the-sale-madness\/","title":{"rendered":"<span class=\"highlight\"> \u8303\u5fb7\u7ef4\u5c14\u5fb7 <\/span> \u4f5c\u4e3a\u9ad8\u7aef\u54c1\u724c\uff0c\u5982\u4f55\u5728\u75af\u72c2\u9500\u552e\u4e2d\u63d0\u9ad8\u9500\u552e\u989d"},"content":{"rendered":"<article class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling case-content\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-padding-right-medium:5%;--awb-padding-left-medium:5%;--awb-background-color:#ffffff;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-justify-content-space-between fusion-flex-content-wrap\" style=\"max-width:calc( 1440px + 20px );margin-left: calc(-20px \/ 2 );margin-right: calc(-20px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column text-image-block-video-content1\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:10px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:10px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:10px;--awb-spacing-left-medium:10px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:10px;--awb-spacing-left-small:10px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1\" style=\"--awb-font-size:20px;--awb-line-height:32px;--awb-text-color:#0a1128;--awb-text-font-family:&quot;PT Serif&quot;;--awb-text-font-style:normal;--awb-text-font-weight:400;\"><p><a href=\"https:\/\/www.vandevelde.eu\/\" target=\"_blank\" rel=\"noopener\">\u8303\u5fb7\u7ef4\u5fb7<\/a> \u662f\u4e00\u5bb6\u6210\u7acb\u4e8e 1919 \u5e74\u7684\u9ad8\u7ea7\u5185\u8863\u516c\u53f8\uff0c\u4f4d\u4e8e\u6bd4\u5229\u65f6\u3002\u76ee\u524d\uff0c\u4ed6\u4eec\u5df2\u6210\u529f\u6269\u5c55\u5230\u591a\u4e2a\u56fd\u5bb6\uff08\u6bd4\u5229\u65f6\u3001\u5fb7\u56fd\u3001\u6cd5\u56fd\u3001\u8377\u5170\u3001\u745e\u5178\u3001\u82f1\u56fd\u3001\u7f8e\u56fd\uff09\uff0c\u62e5\u6709\u591a\u4e2a\u54c1\u724c\uff08Marie Jo\u3001Prima Donna\u3001Andres Sarda\uff09\u4ee5\u53ca\u81ea\u5df1\u7684\u96f6\u552e\u5e97\u6982\u5ff5\uff08Lincherie\u3001Rigby &amp; Peller\uff09\u30022022 \u5e74\u521d\uff0cVan de Velde \u8054\u7cfb\u4e86 Artefact\uff0c\u56e0\u4e3a\u4ed6\u4eec\u5e0c\u671b\u5728\u4e0a\u8ff0\u56fd\u5bb6\u7684\u590f\u5b63\u4fc3\u9500\u671f\u95f4\u63d0\u9ad8 Marie Jo \u54c1\u724c\u7684\u9500\u552e\u989d\u3002.<\/p>\n<\/div><div class=\"fusion-title title fusion-title-1 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-text-color:#ff0066;--awb-margin-top:40px;--awb-margin-bottom:20px;--awb-margin-bottom-small:8px;--awb-font-size:30px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;PT Serif&quot;;font-style:normal;font-weight:700;margin:0;font-size:1em;--fontSize:30;line-height:1.33;\">\u6218\u7565<\/h2><\/div><div class=\"fusion-text fusion-text-2\" style=\"--awb-font-size:20px;--awb-line-height:32px;--awb-text-color:#0a1128;--awb-text-font-family:&quot;PT Serif&quot;;--awb-text-font-style:normal;--awb-text-font-weight:400;\"><p>\u6211\u4eec\u7684\u76ee\u6807\u662f\u5728 2022 \u5e74\u590f\u5b63\u4fc3\u9500\u671f\u95f4\u5b9e\u73b0\u739b\u4e3d\u4e54\u9500\u552e\u989d 20% \u7684\u589e\u957f\u3002\u4e3a\u4e86\u5b9e\u73b0\u8fd9\u4e00\u76ee\u6807\uff0c\u6211\u4eec\u5236\u5b9a\u4e86\u4e00\u9879\u65b0\u7684\u9500\u552e\u6218\u7565\uff0c\u8be5\u6218\u7565\u57fa\u4e8e\u4e09\u4e2a\u4e3b\u9898\u3002.<\/p>\n<\/div><div class=\"fusion-title title fusion-title-2 fusion-sep-none fusion-title-text fusion-title-size-three\" style=\"--awb-text-color:#ff0066;--awb-margin-top:40px;--awb-margin-bottom:20px;--awb-margin-bottom-small:8px;--awb-font-size:30px;\"><h3 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;PT Serif&quot;;font-style:normal;font-weight:700;margin:0;font-size:1em;--fontSize:30;line-height:1.33;\">\u5e7f\u544a\u5b9e\u65bd<\/h3><\/div><div class=\"fusion-text fusion-text-3\" style=\"--awb-font-size:20px;--awb-line-height:32px;--awb-text-color:#0a1128;--awb-text-font-family:&quot;PT Serif&quot;;--awb-text-font-style:normal;--awb-text-font-weight:400;\"><p>\u9996\u5148\uff0c\u739b\u4e3d\u4e54\u5728\u4e00\u5e74\u4e2d\u6709\u4e24\u6b21\u5927\u578b\u9500\u552e\u6d3b\u52a8\uff0c\u6bcf\u6b21\u90fd\u6709\u4e24\u6ce2\u9700\u8981\u4fee\u6539\u5e7f\u544a\u6587\u6848\u7684\u6d3b\u52a8\u3002\u5728\u4ee5\u524d\u7684\u9500\u552e\u7b56\u7565\u4e2d\uff0c\u8fd9\u4e9b\u5e7f\u544a\u90fd\u662f\u4eba\u5de5\u6279\u91cf\u4e0a\u4f20\u7684\u3002\u6bcf\u4e00\u6b21\u9500\u552e\u548c\u6bcf\u4e00\u6ce2\u9500\u552e\u90fd\u4f1a\u521b\u5efa\u65b0\u7684\u5e7f\u544a\u3002\u8fd9\u5c31\u9020\u6210\u4e86\u4e00\u4e2a\u7fa4\u96c6\u8d26\u6237\uff0cdata \u5206\u6563\u5728\u5404\u4e2a\u5e7f\u544a\u4e2d\u3002\u5728\u65b0\u7b56\u7565\u4e2d\uff0c\u6211\u4eec\u4f7f\u7528\u4e86\u5e7f\u544a\u5b9a\u5236\u5668\u3002\u8fd9\u6837\uff0c\u6240\u6709\u7684 data \u5728\u591a\u4e2a\u6ce2\u6b21\u548c\u9500\u552e\u671f\u95f4\u90fd\u4fdd\u6301\u5728\u540c\u4e00\u7ec4\u9500\u552e\u5e7f\u544a\u4e2d\u3002\u6b64\u5916\uff0c\u8be5\u7b56\u7565\u8fd8\u4e3a\u672a\u6765\u7684\u9500\u552e\u8282\u7701\u4e86\u5b9e\u65bd\u65f6\u95f4\u3002.<\/p>\n<\/div><div class=\"fusion-title title fusion-title-3 fusion-sep-none fusion-title-text fusion-title-size-three\" style=\"--awb-text-color:#ff0066;--awb-margin-top:40px;--awb-margin-bottom:20px;--awb-margin-bottom-small:8px;--awb-font-size:30px;\"><h3 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;PT Serif&quot;;font-style:normal;font-weight:700;margin:0;font-size:1em;--fontSize:30;line-height:1.33;\">\u54c1\u724c\u8bc6\u522b<\/h3><\/div><div class=\"fusion-text fusion-text-4\" style=\"--awb-font-size:20px;--awb-line-height:32px;--awb-text-color:#0a1128;--awb-text-font-family:&quot;PT Serif&quot;;--awb-text-font-style:normal;--awb-text-font-weight:400;\"><p>\u5176\u6b21\uff0cMarie Jo \u662f\u4e00\u4e2a\u9ad8\u7aef\u54c1\u724c\uff0c\u4ea7\u54c1\u4ef7\u4f4d\u8f83\u9ad8\u3002\u56e0\u6b64\uff0c\u4e0e\u4e00\u4e9b\u7ade\u4e89\u5bf9\u624b\u4e0d\u540c\u7684\u662f\uff0c\u4ed6\u4eec\u5728\u9500\u552e\u65f6\u53ea\u5bf9 Marie Jo \u76ee\u5f55\u4e2d\u7684\u6709\u9650\u4ea7\u54c1\u6253\u6298\u3002\u56e0\u6b64\uff0c\u7a81\u51fa\u54c1\u724c\u7279\u6027\u548c\u72ec\u7279\u5b9a\u4f4d\u975e\u5e38\u91cd\u8981\u3002\u4e3a\u6b64\uff0c\u6211\u4eec\u5236\u4f5c\u4e86 (RSA) \u5e7f\u544a\uff0c\u5176\u4e2d\u5305\u542b\u6570\u91cf\u6709\u9650\u7684\u6807\u9898\u548c\u9500\u552e\u4fe1\u606f\u63cf\u8ff0\u3002\u5176\u4f59\u7684\u6807\u9898\u548c\u63cf\u8ff0\u5219\u4f7f\u7528\u975e\u9500\u552e\u65f6\u6bb5\u4e5f\u4f1a\u4f7f\u7528\u7684\u5e7f\u544a\u6587\u6848\u3002\u8fd9\u5c31\u786e\u4fdd\u4e86\u54c1\u724c\u58f0\u97f3\u3001USP \u548c\u53e3\u53f7\uff08\u4e5f\u51fa\u73b0\u5728\u6211\u4eec\u7684 \u2018\u5e38\u5f00 \u2019\u5e7f\u544a\u4e2d\uff09\u80fd\u591f\u88ab\u6d88\u8d39\u8005\u8bc6\u522b\u3002.<\/p>\n<\/div><div class=\"fusion-title title fusion-title-4 fusion-sep-none fusion-title-text fusion-title-size-three\" style=\"--awb-text-color:#ff0066;--awb-margin-top:40px;--awb-margin-bottom:20px;--awb-margin-bottom-small:8px;--awb-font-size:30px;\"><h3 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;PT Serif&quot;;font-style:normal;font-weight:700;margin:0;font-size:1em;--fontSize:30;line-height:1.33;\">\u9500\u552e\u75b2\u52b3<\/h3><\/div><div class=\"fusion-text fusion-text-5\" style=\"--awb-font-size:20px;--awb-line-height:32px;--awb-text-color:#0a1128;--awb-text-font-family:&quot;PT Serif&quot;;--awb-text-font-style:normal;--awb-text-font-weight:400;\"><p>\u6700\u540e\uff0c\u987e\u5ba2\u9762\u5bf9\u8fc7\u591a\u7684\u7279\u4ef7\u5546\u54c1\uff0c\u5bfc\u81f4\u4e24\u5468\u540e\u5174\u8da3\u548c\u9500\u552e\u989d\u4e0b\u964d\uff08\u7279\u4ef7\u75b2\u52b3\uff09\u3002\u4e3a\u4e86\u5e94\u5bf9\u8fd9\u4e00\u6311\u6218\uff0c\u6211\u4eec\u521b\u5efa\u4e86\u4e00\u4e2a\u6539\u8fdb\u7684\u767b\u9646\u9875\u9762\uff0c\u5176\u4e2d\u4e0d\u4ec5\u5305\u542b\u7279\u4ef7\u5546\u54c1\uff0c\u8fd8\u5305\u62ec\u5168\u4ef7\u5546\u54c1\u3002\u5728\u5b9e\u65bd\u6539\u8fdb\u7684\u767b\u9646\u9875\u9762\u4e4b\u524d\uff0c\u5ba2\u6237\u88ab\u5f15\u5bfc\u5230\u4e00\u4e2a\u4ec5\u5305\u542b\u7279\u4ef7\u5546\u54c1\u7684\u9875\u9762\u3002Marie Jo \u5c06\u5168\u4ef7\u5546\u54c1\u4e5f\u5305\u62ec\u5728\u5185\uff0c\u4e0d\u4ec5\u51cf\u5c11\u4e86\u987e\u5ba2\u7684\u9500\u552e\u75b2\u52b3\u611f\uff0c\u8fd8\u4fdd\u6301\u4e86\u5176\u9ad8\u7aef\u54c1\u724c\u5f62\u8c61\u3002\u6240\u6709\u6e20\u9053\u90fd\u53d7\u76ca\u4e8e\u8fd9\u79cd\u65b9\u6cd5\u3002.<\/p>\n<p>\u5728\u5236\u5b9a\u8fd9\u4e00\u6218\u7565\u65f6\uff0c\u6211\u4eec\u8003\u8651\u4e86\u7528\u6237\u4f53\u9a8c\u3001\u9500\u552e\u4e1a\u7ee9\u3001\u54c1\u724c\u4f53\u9a8c\u548c\u6574\u4f53\u8425\u9500\u6d3b\u52a8\u4e1a\u7ee9\u7b49\u6bcf\u4e00\u4e2a\u73af\u8282\u3002\u6211\u4eec\u8003\u8651\u5230\u4e86\u6240\u6709\u56e0\u7d20\uff0c\u4e0d\u4ec5\u5e94\u7528\u4e86\u57fa\u672c\u7684 SEA \u4f18\u5316\uff0c\u8fd8\u5927\u80c6\u91c7\u7528\u4e86\u5168\u4ef7\u5546\u54c1\uff0c\u4ee5\u6ee1\u8db3\u6574\u4e2a audience \u76ee\u6807\u7fa4\u4f53\u7684\u9700\u6c42\u3002\u901a\u8fc7\u514b\u670d\u9500\u552e\u75b2\u52b3\u3001\u4fdd\u6301\u54c1\u724c\u5f62\u8c61\uff0c\u540c\u65f6\u5c55\u793a\u548c\u4fc3\u8fdb\u9500\u552e\uff0c\u6211\u4eec\u91c7\u7528\u4e86\u4e00\u79cd\u7701\u65f6\u9ad8\u6548\u3001\u6280\u672f\u7cbe\u6e5b\u7684\u65b9\u5f0f\u6765\u521b\u9020\u66f4\u591a\u9500\u552e\u989d\u3002.<\/p>\n<\/div><div class=\"fusion-title title fusion-title-5 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-text-color:#ff0066;--awb-margin-top:40px;--awb-margin-bottom:20px;--awb-margin-bottom-small:8px;--awb-font-size:30px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;PT Serif&quot;;font-style:normal;font-weight:700;margin:0;font-size:1em;--fontSize:30;line-height:1.33;\">\u6210\u679c<\/h2><\/div><div class=\"fusion-text fusion-text-6\" style=\"--awb-font-size:20px;--awb-line-height:32px;--awb-text-color:#0a1128;--awb-text-font-family:&quot;PT Serif&quot;;--awb-text-font-style:normal;--awb-text-font-weight:400;\"><p>\u7ed3\u679c\u8d85\u51fa\u4e86\u6211\u4eec\u6700\u521d\u7684\u9884\u671f\u3002.<\/p>\n<\/div><ul style=\"--awb-line-height:27.2px;--awb-icon-width:27.2px;--awb-icon-height:27.2px;--awb-icon-margin:11.2px;--awb-content-margin:38.4px;\" class=\"fusion-checklist fusion-checklist-1 fusion-checklist-default type-icons\"><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon awb-icon-check\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p>CTR \u589e\u52a0\u4e86 &gt;25%\uff0c\u800c\u4e0d\u662f\u9884\u671f\u7684 10%\u3002.<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon awb-icon-check\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p>\u5728\u4fdd\u6301\u539f\u6709 ROAS \u7684\u60c5\u51b5\u4e0b\uff0c\u8f6c\u6362\u7387\u63d0\u9ad8\u4e86 65%\uff0c\u800c\u4e0d\u662f\u9884\u671f\u7684 20%\u3002.<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon awb-icon-check\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p>\u8f6c\u6362\u7387\u63d0\u9ad8 &gt;10%\u3002.<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon awb-icon-check\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p>\u6700\u540e\uff0c\u5168\u4ef7\u6536\u5165\u4efd\u989d\u589e\u52a0 &gt;10%\u3002.<\/p>\n<\/div><\/li><\/ul><div class=\"fusion-text fusion-text-7\" style=\"--awb-font-size:20px;--awb-line-height:32px;--awb-text-color:#0a1128;--awb-text-font-family:&quot;PT Serif&quot;;--awb-text-font-style:normal;--awb-text-font-weight:400;\"><p>\u5982\u679c\u60a8\u60f3\u8054\u7cfb\u6211\u4eec\u4e86\u89e3\u66f4\u591a\u4fe1\u606f\uff0c\u8bf7\u53d1\u9001\u7535\u5b50\u90ae\u4ef6\u81f3\uff1ahello-benelux@artefact.com\uff0c\u6216\u586b\u5199\u6211\u4eec\u7684 <a href=\"https:\/\/www.artefact.com\/zh\/contact-us\/\">\u8054\u7cfb\u8868<\/a>.<\/p>\n<\/div><\/div><\/div><\/div><\/article>","protected":false},"excerpt":{"rendered":"<p>\u4e86\u89e3\u8303\u5fb7\u7ef4\u5c14\u5fb7\uff08Van de Velde\uff09\u5982\u4f55\u5728\u590f\u5b63\u4fc3\u9500\u671f\u95f4\uff0c\u901a\u8fc7\u5176\u65d7\u4e0b\u54c1\u724c\u739b\u4e3d\u00b7\u4e54\uff08Marie Jo\uff09\u7684\u8f6c\u5316\u7387\u63d0\u5347\uff0c\u4ee5&gt;65%\u7684\u6210\u7ee9\u8d85\u51fa\u4e86\u6211\u4eec\u7684\u9884\u671f\u3002. <\/p>","protected":false},"featured_media":69850,"parent":0,"template":"","meta":{"_acf_changed":false,"ep_exclude_from_search":false},"categories":[2832,56,91],"class_list":["post-69848","cases","type-cases","status-publish","has-post-thumbnail","hentry","category-digital-marketing","category-luxury","category-retail"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/cases\/69848","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/cases"}],"about":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/types\/cases"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/media\/69850"}],"wp:attachment":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/media?parent=69848"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/categories?post=69848"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}