我与企业导师的故事6 奢侈品帝国导师与创业“后浪”共话品牌成长之路

来源:法国里昂商学院时间:2022-08-12

法国里昂商学院职业发展中心致力于帮助学生在充满挑战和不断变化的环境中,实现长期职业目标和人生理想。指导学生提升可持续的就业能力,为学生搭建与校友和雇主沟通交流的平台,提供专业知识帮助学生适应快速变化的就业市场环境。

法国里昂商学院“企业导师项目”依托于法国里昂商学院致力于培养创客先锋的教育理念旨在帮助在校学生在职业化环境中健康快速成长。“导师项目”为学生搭建起在企业导师指导下学习、体验真实商界环境的平台,致力于帮助学生了解未来行业发展趋势、学习成功经验、获得职业发展指导并建立广泛人际关系网络。

Corporate Mentor

Jérémy CHAILLOT
LVMH Fragrance Brands
BU/Department Marketing development HQ

Mr. Jérémy graduated from emlyon business school in 2014 and joined L'Oréal with a passion for business and as a Product Manager. Among the many brands under L'Oréal, Jérémy has a unique insight into beauty, skincare and fragrances, so in the course of his subsequent career development, Jérémy chose cosmetics and fragrances as his main career path. With an appreciation and pursuit of beauty, Jérémy joined LVMH in 2018 and is the manager of the Kenzo Beauty Group. During his tenure at LVMH, Jérémy's focus has been on the fragrance division, a choice that reflects his love for fragrance and cosmetics from the beginning.

Mentee Sharing

Ziwei ZHAO
MSc in High-end Brand Management program 2021 Cohort

Hello everyone, my name is Ziwei Zhao. I am currently enrolled in emlyon business school’s High-end Brand Management program class of 2021. My high school years in the United States were my aesthetic initiation. I found myself fascinated by the design of fashion brands and the ideas that the brands themselves conveyed. To become more familiar with the process of creating a brand, I had created a high-end luxury brand goods collection studio, completed over a thousand orders per month and had a regular user base. After graduation, I decided to establish my own luxury brand, combining Chinese elements with clothing fashion and chose emlyon Msc in high-end brand management program to further study in this field.
大家好,我叫赵紫薇。我目前就读于里昂商学院高端品牌管理硕士项目。我在美国的高中时期是我美学启蒙的时期。我被时尚品牌的设计和品牌本身传达的理念所吸引。为了更加熟悉创建品牌的过程,我创建了一个高端奢侈品牌商品收藏工作室每月完成1000多个订单,拥有固定的用户群。大学毕业后,我决定建立自己的奢侈品品牌,将中国元素与服装时尚相结合,并选择了法国里昂商学院高端品牌管理硕士项目来深耕这一领域。

About Corporate Mentor Program

As one of the important expressions of emlyon business school's educational philosophy, the Corporate Mentorship Program not only helps master students in High-end Brand Management program to have a more detailed understanding of the current high-end luxury brand market, but also provides the best condition for students to fully apply their theoretical knowledge to practice. Through the corporate mentor program, students can not only solve their doubts and learn new knowledge with the help of mentors, but also broaden their horizons and learn more about the development of luxury brands, thus laying a solid foundation for their career development and naturalization.

作为里昂商学院培养理念的重要体现之一,企业导师计划不仅帮助高端品牌管理硕士项目的学生更详细地了解当前的高端奢侈品牌市场,而且为我们提供了将其理论知识充分应用于实践的最佳条件。通过“企业导师计划”,学生不仅可以在导师的帮助下解决疑问并学习新知识,还可以拓宽视野,更多地了解奢侈品牌的发展,从而为他们的职业发展和归化奠定坚实的基础。

A Program Encouraging Me To Discover My Potentials

First of all, during this mentorship program, I am very grateful to my mentor Jérémy for giving me a lot of encouragement, helping me to build my self-confidence and giving me the courage to discover my strengths through different designs and practices. At the same time, Jérémy was always very enthusiastic to answer my questions. He was also very patient in guiding me through all the questions I had about creating a brand. He was more willing to teach me how to solve a problem than to help me solve it directly, and then let me keep trying on my own. In my opinion, this approach not only improved my independent thinking and hands-on skills, but also expanded my horizons and allowed me to be exposed to a wider range of information.

在这次导师项目中,我非常感谢我的导师Jérémy给了我很多鼓励,并帮我塑造自信和勇气来发现自己在设计和商业实践方面的优势。同时,Jérémy总是非常热情地回答我的问题,非常耐心地指导我解决所有关于创建品牌的问题,比起直接帮助我解决问题,他更愿意教我解决问题的方法,然后让我自己继续尝试。在我看来,这种方法不仅提高了我的独立思考和动手能力,还扩大了我的视野,让我接触到更广泛的信息。

A Program Combining Theoretical Know-how With Business Practice

What I felt most during the project was that “practice makes perfect”, and that much of the theoretical knowledge I had learned in class needed to be applied more carefully and flexibly in the real world.  I am currently involved in a business negotiation with a brand. In the classroom, we have learned the basic negotiation skills, but in the actual practice process, how to avoid the two sides into the negotiation deadlock, how to effectively improve the efficiency of the negotiation, to achieve a win-win situation, only through practice to get the final answer. Therefore, only by applying the theoretical knowledge to practice can we identify problems and make progress. The know-how I gained in the course could not have been achieved without my corporate mentor's wise advice, whose guidance and training were the key to my ability to turn theoretical knowledge into professional competence.

在企业导师项目中,令我我感触最深的是“熟能生巧”。我在课堂上学到的大部分理论知识,最终还是需要在现实世界中更加审慎和灵活地应用。我目前正在与一个品牌进行商务谈判。在课堂上,我们学到了基本的谈判技巧,但在实际应用过程中,如何避免双方陷入谈判僵局,如何有效提高谈判效率,实现双赢,只有通过实践才能得到最终答案。因此,只有把理论知识运用到实践中去,才能发现问题,有所进步。如果没有企业导师的建议,我在课堂获得的经验难以在生活中得以实现,他的指导和培训是我将理论知识转化为专业能力的关键。

A Program Allows Me To Discuss With High-end Brand Expert

The Core Of Brand Operation Is Always About Quality and Attitude

For brand management, although I have learned the basic theoretical knowledge, but in the process of actual data collection and information query, I found that it is not as simple as I thought. Specifically, with the development of digital marketing, many brands have chosen to live-stream their products online to stimulate the development of color cosmetics products, and it is easy to see the importance of online marketing, so in my communication with my mentor, I suggested that “online marketing is the focus of brand operation in the future”, but Jeremy told me, “Whether it is the Internet or any technology, it is only a tool for brand operation, the real core of brand operation is always quality and attitude.”

我与导师也对品牌的运营的关键进行了讨论。在我的学习和创业过程中,我发现品牌运营并不像我想象的那样简单。随着数字营销的发展,很多品牌选择了线上直播带货的方式来刺激彩妆产品的发展。因此,我在与导师在关于品牌运营的交流中,我提出“线上营销是将来品牌运营的重点”,然而Jérémy却告诉我,“无论是互联网还是任何技术,都只是品牌运营的工具,品牌运营真正的核心,永远是品质与态度。”

Good Marketing Quality & Service Attitude Makes A Difference

Jérémy also asked me to analyze the brand operation process of Chanel and Perfect Diary in recent years. I found that although online marketing can promote brand awareness, however, the lack of quality marketing, only counterproductive. For example, Chanel, which was the first to develop a makeup line, suffered a huge blow to its brand reputation due to the comment by anchor Li Jiaqi during the live broadcast that “although the lipstick casing is elegant, the lipstick numbers are all the same”. In addition, good service attitude is also the key to brand operation, for example, Perfect Diary has set up 600 experience stores throughout China in order to let customers experience the products firsthand. According to the findings of the “Post-95 Makeup Consumption Behavior Data Report”, the proportion of offline store consumption is increasing, with nearly 40% of respondents buying beauty products online and offline at the same time, and nearly 50% of respondents saying that they will definitely or usually buy in offline stores.

Jérémy还让我对香奈儿和完美日记近些年来的品牌运营过程进行了分析。我发现虽然线上营销能够推广品牌知名度,然而缺乏品质的营销,只会适得其反,例如最早开发彩妆线的Chanel,由于主播李佳琪在直播间评价“虽然口红外壳优雅,但口红色号千篇一律”,因而品牌口碑遭受巨大打击。除此之外,良好的服务态度也是品牌运营的关键,例如完美日记为了让客户能够亲身体验产品,在全中国建立了600家体验店。根据《 95 后化妆消费行为数据报告》调研结果,线下门店消费占比渐涨,近四成受访者会同时在线上线下购买美妆产品,近50%受访者表示去线下门店一定或通常都会发生购买行为。

In this learning process, it is obvious that Jeremy did not directly tell me that my idea is wrong, but after pointing out the key, guide me to discover the truth through practice. This way of learning not only helped me to remember the theoretical knowledge of brand operation more deeply, but also enhanced my practical experience.

在这次学习过程中,Jérémy并没有直说我的想法是错的,而是在点明关键后,指引我通过实践去发现真理。这样的学习方法,不仅仅能够让我对品牌运营的理论知识更加记忆深刻,同时也能够增强我的实践经验。

用三个词定义企业导师项目

Inspiration

启迪

When faced with my questions, my mentor always guided me on how to find the answers instead of directly telling me the correct answers. This approach effectively trained my practical and hands-on skills, and deepened my memory of theories and techniques.

当面对我的问题时,我的导师总是指导我如何找到答案,而不是直接告诉我正确的答案。这种方法有效地训练了我的实践和动手技能,加深了我对理论和方法的印象。

Profession

专业

I was most impressed by my mentor's professionalism in the course of the mentorship program. No matter what questions I faced, my mentor was always comfortable and had great answers.

在导师计划的过程中,我的导师的专业精神给我留下了最深刻的印象。无论我遇到什么问题,我的导师总是宽以待人,有很好的答案。

Innovation

创新

By communicating with experienced seniors, the practice process was more innovative, efficient and creative.

通过与经验丰富的老前辈沟通,让我的实践过程更具创新性,效率和创造性。

关于法国里昂商学院职业发展中心

法国里昂商学院职业发展中心致力于帮助学生在充满挑战和不断变化的环境中,实现长期职业目标和人生理想。指导学生提升可持续的就业能力,为学生搭建与校友和雇主沟通交流的平台,提供专业知识帮助学生适应快速变化的就业市场环境。

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