咨询 Q&A

Q1. 兰轩为什么是中国唯一一家全能品牌专家?

兰轩供应链平台是中国唯一一家全权负责品牌建立、品牌管理和品牌孵化 “一条龙”的服务机构。我们拥有这三个阶段的关键资源。兰轩帮助品牌进入中国,负责品牌从零到一的成长与繁荣,与品牌深度合作,一起推进营销活动、品牌文化渗透、分销和销售等。我们与60万家实体零售店合作,同时与王府井集团、恒隆广场、万达广场等大型购物中心密切合作,也即将引入风险投资。兰轩与中国头部及管理规模最大的VC机构合作:高瓴资本(直投资金规模6000亿元RMB)、深创投(直投资金规模3300亿元RMB)、IDG资本(直投资金规模4000亿元RMB)、红杉资本中国(直投资金规模500亿元RMB)、君联资本(直投资金规模500亿元RMB),来扩大品牌在中国地区的规模与影响力、建立与品牌的长期深度合作关系。

 

在这20年的经验中,兰轩-茶花泽团队致力于媒体运营、内容营销和数字营销策划,以形成全面的整体品牌管理服务能力。我们为300多个国际品牌的各类项目提供了全面的线上、线下整合营销服务,成功地帮助大小品牌进入香港和中国市场。兰轩所有战略合作伙伴的总销售额超过300亿元。

 

以品牌运营和资源整合为纲,加快品牌的价值的传播和收益的增长,为品牌提供长期、深度、可持续的发展策略,兰轩无比专业。

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Q1. What makes LX the only all-round brand expert in China?

 

Lanxuan supply chain platform is the only service organization fully responsible for brand acquisition, brand management and brand incubation in China. We have the key resources for these three stages. Lanxuan helps the brand enter China, is responsible for the growth and prosperity of the brand from zero to one, and deeply cooperates with the brand on all core matters. LX promotes marketing activities, brand culture penetration, distribution and sales together. We cooperate with 600000 physical retail stores, and closely cooperate with Wangfujing group, Henglong Plaza, Wanda Plaza and other large shopping centers. We are also about to introduce venture capital. To expand the scale and influence of the brand in China and establish a long-term and in-depth cooperative relationship with the brand, Lanxuan cooperates with China's top and largest VC institutions: Hillhouse capital (direct investment capital scale of 600 billion yuan), Shenzhen Venture Capital (direct investment capital scale of 330 billion yuan), IDG capital (direct investment capital scale of 400 billion yuan), Sequoia Capital China (direct investment capital scale of 50 billion yuan), and Junlian capital (direct investment capital scale of 50 billion yuan).

 

In these 20 years of experience, LX-Chahuaze team has been committed to media operation, content marketing and digital marketing planning to form a comprehensive overall brand management service ability. We have provided comprehensive online and offline integrated marketing services for various projects to more than 300 international brands. We have successfully helped large and small brands enter the Hong Kong and Chinese markets. The total sales of all strategic partners of LX exceed 30 billion yuan.

 

LX uses brand operations and resource integration as a key link to spread a brand’s story, values and sales. We strive for long-term, in-depth, and sustainable development strategies for each brand. LX values professionalism and a close relationship to our brands.

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Q2.兰轩的核心成员何以不同于其他公司?

兰轩高管自己孵化过品牌、重视品牌价值而不是产品价值。

首先,国际视野、跨时空思维是我们的过人之处。与全球300+名品合作,与世界价值交流互通,以国际化的、预见性的发展眼光塑造与世界一体的发展格局。

其次,兰轩作为品牌拥有者,从心出发、用心做事的成长经验,让我们与合作品牌的初衷、文化、梦想产生共鸣与共同价值。我们重视、讲述与传播品牌价值,也看重商品营销的效果与收益。

Q2. How do the core members at Lanxuan differ from other companies?

 

Lanxuan executives have incubated their own brands and attach importance to brand value more than product value.

First of all, we bring an international perspective and mode of thinking that goes beyond one company. This is what lets us cooperate with over 300+ of the most well-known brands around the world. With an international and future-focused development perspective, we work to bring the world together.

 

Second, for more than ten years, we have been exploring and improving on our own products, such as in the organic facial masks industry. We do things with heart. This helps us resonate and find common values with brands.

Q3. 兰轩重视合作伙伴的哪些特质?

兰轩希望的合作方看重自己的品牌价值、注重过程和结果、拥有可持续发展理念的品牌,是和兰轩志同道合的好伙伴。在这样的共鸣之下,兰轩会竭尽所能,用心经营并传播好珍贵的品牌文化价值。兰轩将品牌运营和资源整合作为传播品牌价值和收入的关键环节。我们致力于为每个品牌制定长期、深入和可持续的发展战略,我们看重专业精神、品牌与我兰轩的密切关系。

Q3. What qualities of the partners does Lanxuan attach importance to?

 

Lanxuan hopes that its partners value their own brand story, pay attention to process and results, and have a brand with the concept of sustainable development. Under such resonance, Lanxuan will do its best to manage and spread the precious brand cultural value. Lanxuan regards brand operation and resource integration as the key link to spread brand value and revenue. We are committed to formulating long-term, in-depth and sustainable development strategies for each brand. We value professionalism and the close relationship between the brand and Lanxuan.

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Q4. 兰轩有哪些核心资源和技术?

经过十多年的筹备工作,我们拥有一支在中国消费品行业具有丰富经验的团队,特别是零售和分销专业人才;

与500多家新闻媒体合作,接触所有传统的高流量平台;

拥有丰富KOL资源,形成完整的营销阵容,以帮助品牌触及消费者的内心;

拥有超过400万的真实用户,满足各种市场调研需求和消费者洞察需求。我们基于消费者分析和市场研究数据,优化产品定价,以制定更好的投资回报率;

拥有中国最精确的数据库和标签管理系统,并整合了受众数据通过网络更有效地到达目标受众。每天有6亿多台活跃的设备,每天分析和处理120亿多个请求。

兰轩牵手国家队——中国检验认证集团CCIC,提供国字头检定证书。业界权威鉴定团队坐镇,超过10年鉴定经验,数十万件奢侈品实物经手。

 

我们合作有60万家实体零售店,同时与王府井集团、恒隆广场、万达广场等大型购物中心密切合作

 

我们合作中国头部及管理规模最大的VC机构:高瓴资本(直投资金规模6000亿元RMB)、深创投(直投资金规模3300亿元RMB)、IDG资本(直投资金规模4000亿元RMB)、红杉资本中国(直投资金规模500亿元RMB)、君联资本(直投资金规模500亿元RMB)

Q4. What core resources and technologies does Lanxuan posess?

 

Through more than ten years of preparation, we have a team with rich expertise in China's consumer goods industry, particularly with retail and distribution expertise. This gives us a mature distribution channel matrix.

 

We cooperate with 500+ news media platforms, and are thus exposed to all traditional high traffic platforms.

We have abundant KOL resources,making a complete marketing lineup to help brands reach the minds of their consumers.

We reach 4 million + real users, a high-value group of individuals, meeting the various market research and consumer insight needs. We make decisions backed by consumer analysis and market research data, and from there optimize product pricing to formulate better ROI.

We have the most accurate database and tag management system in China that integrates audience data throughout the network to reach target audiences more effectively. Daily, there are an active 600 million + devices, with daily analysis and processing of 12 billion + requests.

We cooperate with China Inspection and Certification Group (CCIC) to provide national verification certificates for luxury goods. With more than 10 years of appraisal experience, hundreds of thousands of luxury goods have been handled by the industry authoritative appraisal team.

We cooperate with 600000 physical retail stores and work closely with Wangfujing group, Henglong Plaza, Wanda Plaza and other large shopping centers

We have cooperated with China's top and largest VC institutions: Hillhouse capital (direct investment capital scale of 600 billion yuan), Shenzhen Venture Capital (direct investment capital scale of 330 billion yuan), IDG capital (direct investment capital scale of 400 billion yuan), Sequoia Capital China (direct investment capital scale of 50 billion yuan), and Junlian capital (direct investment capital scale of 50 billion yuan)

Q5. 疫情后的中国市场是什么样的?

中国消费市场规模达到45万亿元左右。中国人口不断增加,人民的收入水平也随之不断提高。未来,中国的消费市场将继续增长。中国是世界第二大消费国。基本上,每个省份的经济和效益远远超过许多国家。中国有很大的潜力,但它是一个由文化和消费者组成的大生态系统。故此,你需要经验丰富、可靠的合作伙伴来推动你的品牌业务。兰轩为此而生。

Q5. What is the Chinese market like after the Covid-19 epidemic?

 

In 2021, the scale of Chinas consumer market reached around 45 trillion yuan despite the COVID-19 epidemic. China's population is constantly increasing, and the income level of Chinese people is rising with it. In the future, China's consumer market will continue to grow. China is the second largest consumer country in the world. Basically, the economy and benefits of each province far exceed that of many countries. There is great potential in China but it is a large ecosystem of cultures and consumers, so you need experienced and reliable partners to drive your brand business. Lanxuan is here to help.

Q6.在中国建立起品牌需要做好哪些心理准备?

1.中国是一个消费大国,也是一个将品牌发展到新高度的地方。

2.在中国建立品牌需要长期的持续经营和管理。

3.在品牌建设、分销和其他领域的基本投资非常重要。

4.品牌开始发展后,产品需求数量会大幅增加。品牌要具备高效的产能来保证产量。

Q6. What views should be understood to establish a brand in China?

 

The following three views are conducive to the common development of a brand and sustainable long-term cooperation in China.

1. China is a big consumer country, and a place to develop a brand to new heights.

2. Building a brand in China requires continuous operation and management over time.

3. Basic investments in brand building, distribution and other fields are important.

4. After the brand begins to develop, the demand for products will increase significantly. Brands should have efficient production capacity to ensure output.

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Q7.兰轩服务的品类有哪些?

我们主要的服务领域包括:奢侈时尚类、快速消费品(FMCG)类。同时我们极大程度地重视可持续发展的商业实践活动和绿色创业,并满足现代经济的快节奏需求。

Q7. What are the categories of Lanxuan service?

We serve in key sectors like luxury fashion, fast moving consumer goods (FMCG). We value sustainable business practices and green entrepreneurship, while still meeting the fast-paced demands of the modern economy.

Q8.兰轩提供的营销策略多久见效?

所有与我们合作的品牌通常在三个月内就开始有良好的销售业绩和品牌影响力。

Q8. How long does the marketing strategy provided by Lanxuan take to bear fruit?

All brands that cooperate with us usually start to have good sales performance and brand influence within three months.

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Q9. 兰轩有哪些基本的渠道?

60万家实体零售店

国免免税店

王府井集团、恒隆广场、万达广场百货商超

京东平台每月活跃用户4.7亿。 我们与80多家京东门店合作,拥有690万以上的精准粉丝

Koala拥有超过879万的月活跃用户。 我们与100多家考拉商店合作,拥有35.6万的精准粉丝

阿里巴巴天猫平台每月活跃用户7.2亿。我们与阿里巴巴合作,进入天猫超过260家国际旗舰店,拥有5900万以上的精准粉丝。

苏宁平台有6亿+用户,我们合作150多家商店,拥有390万以上的精准粉丝。

Tiktok拥有5亿+活跃用户。 我们与200多家Tiktok商店合作,吸引了4000多万精准客户。

Q9. What are the basic channels of Lanxuan?

 

600000 physical retail stores

National duty free shop

Department store supermarkets of Wangfujing group, Henglong Plaza and Wanda Plaza

DTC Wholesale retail

JD platform has 470 million active users per month. We cooperate with more than 80 JD stores and have more than 6.9 million accurate fans

Koala has more than 8.79 million monthly active users. We cooperate with more than 100 koala stores and have 356000 accurate fans

Alibaba tmall platform has 720 million active users per month. In cooperation with Alibaba, we have entered more than 260 international flagship stores of tmall and have more than 59 million accurate fans.

Suning platform has 600 million + users. We cooperate with more than 150 stores and have more than 3.9 million fans.

Tiktok has 500 million + active users. We have cooperated with more than 200 tiktok stores and attracted more than 40 million precision customers.

Q10.电商是什么意思?

类似于亚马孙的平台,我们合作很多电商店铺。

DTC Wholesale retail

京东平台每月活跃用户4.7亿。 我们与80多家京东门店合作,拥有690万以上的精准粉丝

Koala拥有超过879万的月活跃用户。 我们与100多家考拉商店合作,拥有35.6万的精准粉丝

阿里巴巴天猫平台每月活跃用户7.2亿。我们与阿里巴巴合作,进入天猫超过260家国际旗舰店,拥有5900万以上的精准粉丝。

苏宁平台有6亿+用户,我们合作150多家商店,拥有390万以上的精准粉丝。

Tiktok拥有5亿+活跃用户。 我们与200多家Tiktok商店合作,吸引了4000多万精准客户。

Q10. What does e-commerce channel mean?

Similar to Amazon's platform, we cooperate with many e-commerce stores.

JD platform has 470 million active users per month. We cooperate with more than 80 JD stores and have more than 6.9 million accurate fans

Koala has more than 8.79 million monthly active users. We cooperate with more than 100 koala stores and have 356000 accurate fans

Alibaba tmall platform has 720 million active users per month. In cooperation with Alibaba, we have entered more than 260 international flagship stores of tmall and have more than 59 million accurate fans.

Suning platform has 600 million + users. We cooperate with more than 150 stores and have more than 3.9 million accurate fans.

Tiktok has 500 million + active users. We have cooperated with more than 200 tiktok stores and attracted more than 40 million precision customers.

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Q11.零售是什么意思?

 

面向终端客户的实体店铺

我们帮助品牌在购物中心开设直销店。

王府井集团战略合作购物中心,A股股票编号:600859(全国有50多家王府井百货公司、30多家王府井购物中心、10家王府井超市和13家王府井门店),每个购物中心都在二线知名商业区的热门地点开业,流量巨大。

兰轩与中国免税店进行战略合作,帮助品牌占领线下市场。由于王府井购物中心拥有大量的流量,对品牌质量有一定的要求,需要品牌在上一季度拥有良好的声誉和良好的销售业绩。

Q11. What does retail channel mean?

 

Retail means physical stores for C-end.

We open direct-sale stores in shopping malls(for terminal crowds)Our strategic cooperation shopping mall, Wangfujing Group, A-share stock number: 600859(there are more than 50 Wangfujing department stores, more than 30 Wangfujing shoppingmalls, 10 Wangfujing supermarkets, and 13 Wangfujing Outlet shopping malls in the country), ineach Shopping malls are opened in popular locations in second-tier well-known businessdistricts, and the traffic is huge. Now, we have physical retail stores.

Q12.分销是什么意思?

 

A:B2B,分销批发。

兰轩帮助品牌参加国家级的国际交易会。长期合作的全国性展览每年举办两次,分别在每年的3月至4月和8月至9月举行。每届世博会的最低专业分布人群为15万人,最高为50万人,每次参展品牌方一场能收获500+分销商,订单额在200-1500万之间。

 

Q12. What does distribution channel mean?

 

 B2B, distribution and wholesale.

Lanxuan helps brands participate in national international fairs. National exhibitions with long-term cooperation are held twice a year, from March to April and from August to September. The minimum professional distribution population of each World Expo is 150000, and the maximum is 500000. Each exhibition brand can harvest 500 + distributors, and the order amount is between 2-15 million.

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Q13. 兰轩怎么让消费者看到我的品牌?

我们整合KOL资源,形成完整的营销阵容,以帮助品牌触及消费者的内心。

我们拥有超过400万的真实用户,满足各种市场调研需求和消费者洞察需求。我们基于消费者分析和市场研究数据,优化产品定价,以制定更好的投资回报率。

茶花泽拥有中国最精确的数据库和标签管理系统,并整合了受众数据通过网络更有效地到达目标受众。每天,有6亿多台活跃的设备,每天分析和处理120亿多个请求。

我们可以:

-分析手机的使用、用户洞察、广告归属、运营效果、优化应用程序和网页界面。

-实现更好的操作并改进用户交互

-优化媒体广告效果

-分析未来的购买习惯

-产品放到60万家实体店铺,打造超强曝光率。

Q13. How can Lanxuan let consumers see my brand?

 

We have abundant KOL resources,making a complete marketing lineup to help brands reach the minds of their consumers.

We reach 4 million + real users, a high-value group of individuals, and meet the various market research and consumer insight needs. We based on consumer analysis and market research data and optimize product pricing to formulate better ROI.

We have the most accurate database and tag management system in China and integrates audience data throughout the network to reach target audiences more effectively. Daily, there are an active 600 million + devices, with daily analysis and processing of 12 billion + requests.

We can

-Analyse usage, user insight, advertising attribution, operation effect, and interface optimization of mobile apps and web pages.

- Realize better operations and improve user interaction and retention

- Optimize the effect of media advertising

- Analyse the habit of future purchasing habits

-Place products in 600000 physical stores to create high exposure.

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Q14. 兰轩提供哪些具体的品牌管理服务?

我们提供一站式的公共关系和营销服务、品牌线下活动解决方案以及商业地产的开放。

服务包括:

-社交媒体创意文案

-社交媒体营销推广

-KOL营销推广

-传统媒体出版与网络媒体邀请

-开幕日活动的规划和实施

-POP策划执行

-分销管理

Q14. What specific brand management services does Lanxuan provide?

 

We provide one-stop public relations and marketing solutions for offline activities of luxury brands as well as
the opening of commercial real estate.

Services include:
- Social media creative copywriting
- Media PR drafts
- Social media marketing promotion
- KOL marketing promotion
- Traditional media publication and online media
invitation
- Planning and implementation of opening day
activities
- Serving customers through Greenland real estate
(Top 500 enterprise in China)
Done for brands like Coach, MK, and Dior......
The participant of each show reaches 10,000+

-Pop planning and Implementation

-Distribution management

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Q15. 兰轩的专业服务有什么?

 

1.媒体曝光和精准营销:

我们通过RED、微博、百度SEO和TK KOL Live等平台在中国提供内部媒体曝光和精准营销活动。这是建立品牌知名度和产生投资回报的关键。

2.BI和咨询:

我们使用最先进的数据分析为客户提供特定于行业的见解,让他们在应对行业未来时充满信心和知识

3.产品备案和清关:

中国有自己独特的风俗习惯。我们为您提供品牌产品的产品备案服务,为您提供便利。这使我们能够开始在中国各地销售贵品牌的产品。

4.分销:

我们的分销遍布全国,通过多种渠道进行。值得注意的是,我们可以通过在中国政府和商业相关展会上介绍产品来扩大您的品牌影响力,帮助我们招募代理来处理运输事宜。

Q15. What are lanxuan's professional services?

1. Media Exposure and Precision Marketing:

We provide internal media exposure and precision marketing campaigns in China through platforms including RED, Weibo, Baidu SEO, and TK KOL Live. This is key to build brand awareness and generate ROI. 

 

2. BI and Consulting:

We use state of the art data analysis to give industry-specific insights to our customers, giving them confidence and knowledge when tackling the future of their industry

 

3. Product Filing and Custom’s Clearance:

China has its own unique custom’s process. We make it easier for you by assisting in the product filing of your brands products for you. This allows us to begin selling your brand’s product across China.

 

4. Distribution:

Our distribution is country wide and executed through a variety of channels. Notably, we can extend your brand’s impact through introducing products at Chinese government and business-related exhibitions, helping us recruit agents to handle shipping.