{"id":112,"date":"2021-10-23T08:41:37","date_gmt":"2021-10-23T01:41:37","guid":{"rendered":"https:\/\/egany.com\/ecommerce-cro\/?p=112"},"modified":"2022-02-14T09:32:10","modified_gmt":"2022-02-14T02:32:10","slug":"recap-a1-cafe-talk-case-pnj-dich-chuyen-chien-thuat-marketing-vuot-bao-covid-19","status":"publish","type":"post","link":"https:\/\/egany.com\/ecommerce-cro\/recap-a1-cafe-talk-case-pnj-dich-chuyen-chien-thuat-marketing-vuot-bao-covid-19\/","title":{"rendered":"[Recap] A1 Cafe Talk: Case PNJ – D\u1ecbch chuy\u1ec3n chi\u1ebfn thu\u1eadt Marketing v\u01b0\u1ee3t b\u00e3o Covid-19"},"content":{"rendered":"
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Covid \u1eadp t\u1edbi, ng\u00e0nh s\u1ea3n ph\u1ea9m kh\u00f4ng thi\u1ebft y\u1ebfu \u0111\u1ed1i m\u1eb7t v\u1edbi mu\u00f4n v\u00e0n kh\u00f3 kh\u0103n, trong \u0111\u00f3 c\u00f3 ng\u00e0nh trang s\u1ee9c (PNJ).<\/div>\n
Th\u1ecb tr\u01b0\u1eddng kh\u00f4ng c\u00f2n \u0111\u1ee3t s\u00f3ng v\u00e0ng l\u00ean xu\u1ed1ng, c\u00f4ng ty cho nh\u00e2n vi\u00ean ngh\u1ec9 ch\u1edd vi\u1ec7c, t\u1ea1m ho\u00e3n 80% d\u00e2y chuy\u1ec1n s\u1ea3n xu\u1ea5t, h\u00e0ng lo\u1ea1t c\u1eeda h\u00e0ng \u0111\u00f3ng c\u1eeda, tr\u1ea3 gi\u1ea5y ph\u00e9p.<\/div>\n
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  • PNJ nh\u1edd nhanh ch\u00f3ng th\u00edch nghi, chuy\u1ec3n \u0111\u1ed5i c\u00e1ch ti\u1ebfp c\u1eadn \u0111\u00e3 h\u1ea1n ch\u1ebf t\u1ed1i thi\u1ec3u s\u1ef1 t\u1ed5n th\u01b0\u01a1ng<\/li>\n
  • K\u1ebft qu\u1ea3: L\u0169y k\u1ebf 6 th\u00e1ng \u0111\u1ea7u n\u0103m ho\u00e0n th\u00e0nh h\u01a1n 60% k\u1ebf ho\u1ea1ch l\u1ee3i nhu\u1eadn, doanh thu k\u00eanh b\u00e1n l\u1ebb t\u0103ng 47% c\u00f9ng k\u1ef3.<\/li>\n<\/ul>\n
    N\u00e0y l\u00e0 \u0111o\u1ea1n tr\u00edch n\u1ed9i dung recap bu\u1ed5i chia s\u1ebb “Case PNJ – D\u1ecbch chuy\u1ec3n chi\u1ebfn thu\u1eadt Marketing v\u01b0\u1ee3t b\u00e3o Covid-19”, m\u1ecdi ng\u01b0\u1eddi xem th\u00eam b\u00ean d\u01b0\u1edbi nh\u00e9 \ud83d\udc47<\/div>\n<\/div>\n

    Gi\u1edbi thi\u1ec7u:<\/h2>\n
    Anh Tr\u1ea7n Nguy\u1ec5n Phi Long\u00a0<\/strong> – Head of Retail Marketing PNJ<\/div>\n
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    • B\u1eaft \u0111\u1ea7u s\u1ef1 nghi\u1ec7p v\u1edbi ng\u00e0nh TM\u0110T: \u1edf Nh\u00f3m mua v\u00e0 Lazada<\/li>\n
    • 2010: giai \u0111o\u1ea1n ch\u1edbm n\u1edf c\u1ee7a TM\u0110T. Th\u1eddi \u0111\u00f3 c\u00f3 t\u1ee9 tr\u1ee5: Nh\u00f3m mua – Hotdeal – Cungmua – Muachung. Nh\u00f3m mua b\u00e1n voucher.
      \nSau th\u1eddi gian l\u00e0m \u1edf \u0111\u00e2y gi\u00fap thay \u0111\u1ed5i quan \u0111i\u1ec3m: nh\u1eefng ng\u01b0\u1eddi mua voucher\/ mua deal l\u00e0 nh\u1eefng kh\u00e1ch kh\u00f4ng gi\u00e0u, t\u1ea7m th\u1ea5p ho\u1eb7c trung<\/em><\/li>\n
    • Chuy\u1ec3n qua Lazada, b\u00e1n A-Z, lu\u00e2n chuy\u1ec3n nhi\u1ec1u b\u1ed9 ph\u1eadn, h\u1ecdc h\u1ecfi \u0111\u01b0\u1ee3c nhi\u1ec1u th\u1ee9<\/li>\n
    • 2014 – 2015: Central Group mua l\u1ea1i Nguy\u1ec5n Kim, c\u1ea7n \u0111\u1ea9y m\u1ea1nh marketing.
      \nTh\u1eddi gian \u0111\u1ea7u l\u00e0m online \u2192 chuy\u1ec3n sang off l\u00e0 c\u01a1 duy\u00ean t\u1eeb \u0111\u00f3 chuy\u1ec3n sang Off b\u00e1n l\u1ebb<\/li>\n
    • Chuy\u1ec3n sang Pharmacity b\u00e1n d\u01b0\u1ee3c ph\u1ea9m, t\u1eeb 40 stores l\u00ean 300 stores, hi\u1ec7n nay th\u00ec h\u01a1n 600 stores<\/li>\n
    • \u0110\u1ebfn nay th\u00ec b\u00e1n v\u00e0ng, kim c\u01b0\u01a1ng \u1edf PNJ v\u1edbi h\u01a1n 400 stores<\/li>\n<\/ul>\n<\/div>\n
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      Quote: H\u1ecdc l\u00e0 \u0111\u1ec3 chia s\u1ebb, chia s\u1ebb \u0111\u1ec3 h\u1ecdc<\/div>\n<\/blockquote>\n
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      PNJ<\/strong><\/div>\n
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      • T\u1eadp \u0111o\u00e0n kim ho\u00e0n l\u1edbn nh\u1ea5t VN c\u00f3 h\u01a1n 33 n\u0103m kinh nghi\u1ec7m v\u1ec1 ch\u1ebf t\u00e1c v\u00e0 b\u00e1n l\u1ebb trang s\u1ee9c<\/li>\n
      • Join 2019, 7000 nh\u00e2n vi\u00ean, 400 c\u1eeda h\u00e0ng, 5 c\u00f4ng ty th\u00e0nh vi\u00ean: b\u00e1n \u0111\u1ed3ng h\u1ed3, trang s\u1ee9c, m\u1eaft k\u00ednh, ph\u1ee5 ki\u1ec7n, qu\u00e0 t\u1eb7ng<\/li>\n
      • 4 m\u1ea3ng: s\u1ea3n xu\u1ea5t, b\u00e1n l\u1ebb, xu\u1ea5t kh\u1ea9u, ki\u1ec3m \u0111\u1ecbnh -> Marketing b\u00e1n l\u1ebb. M\u1ea3ng xu\u1ea5t kh\u1ea9u th\u00ec 14 qu\u1ed1c gia v\u00e0 4 ch\u00e2u l\u1ee5c<\/li>\n
      • 5 cty th\u00e0nh vi\u00ean:\n
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        • PNJ group<\/li>\n
        • PNJ art: qu\u00e0 t\u1eb7ng doanh nghi\u1ec7p<\/li>\n
        • PNJ Lab: ki\u1ec3m \u0111\u1ecbnh kim c\u01b0\u01a1ng v\u00e0 \u0111\u00e1 qu\u00fd<\/li>\n
        • PNJ Production: 2 nh\u00e0 m\u00e1y sx trang s\u1ee9c G\u00f2 V\u1ea5p, Long H\u1eadu<\/li>\n
        • Cao fine jewelry: trang s\u1ee9c cao c\u1ea5p. \u201cCao\u201d xu\u1ea5t ph\u00e1t t\u1eeb h\u1ecd ng s\u00e1ng l\u1eadp Cao Th\u1ecb Ng\u1ecdc Dung<\/li>\n
        • Sub brand:<\/li>\n
        • PNJ silver: h\u00e0ng ch\u1ea5t li\u1ec7u b\u1ea1c, h\u1ee3p kim<\/li>\n
        • PNJ watch: b\u00e1n \u0111\u1ed3ng h\u1ed3, m\u1eaft k\u00ednh<\/li>\n
        • Style PNJ: m\u1edbi tung ra ph\u1ee5c v\u1ee5 cho gi\u1edbi tr\u1ebb<\/li>\n
        • 2 brand qu\u1ed1c t\u1ebf \u0111\u01b0\u1ee3c b\u00e1n trong PNJ: Disney v\u00e0 Pandora<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n

          B\u1ed1i C\u1ea3nh:<\/h2>\n

          T\u1ea1i sao ph\u1ea3i chuy\u1ec3n \u0111\u1ed5i, d\u1ecbch chuy\u1ec3n chi\u1ebfn thu\u1eadt?<\/h3>\n
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          • Th\u1ecb tr\u01b0\u1eddng thay \u0111\u1ed5i kh\u1eafc nghi\u1ec7t<\/li>\n
          • Ng\u00e0nh b\u00e1n l\u1ebb l\u00e0 cu\u1ed9c ch\u01a1i c\u00f3 s\u1ef1 \u0111\u00e0o th\u1ea3i, \u0111\u1ee3t covid v\u1eeba r\u1ed3i ch\u1ec9 l\u00e0 ch\u1ea5t x\u00fac t\u00e1c, gia t\u1ed1c th\u00eam cho s\u1ef1 \u0111\u00e0o th\u1ea3i di\u1ec5n ra nhanh h\u01a1n, kh\u1ed1c li\u1ec7t h\u01a1n<\/li>\n<\/ul>\n<\/div>\n
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            C\u00e2u chuy\u1ec7n ng\u00e0nh kim ho\u00e0n, trang s\u1ee9c<\/h3>\n
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            • Covid \u1eadp t\u1edbi, ng\u00e0nh s\u1ea3n ph\u1ea9m kh\u00f4ng thi\u1ebft y\u1ebfu \u0111\u1ed1i m\u1eb7t v\u1edbi mu\u00f4n v\u00e0n kh\u00f3 kh\u0103n, trong \u0111\u00f3 c\u00f3 ng\u00e0nh trang s\u1ee9c (PNJ)<\/li>\n
            • Th\u1ecb tr\u01b0\u1eddng kh\u00f4ng c\u00f2n \u0111\u1ee3t s\u00f3ng v\u00e0ng l\u00ean xu\u1ed1ng, c\u00f4ng ty cho nh\u00e2n vi\u00ean ngh\u1ec9 ch\u1edd vi\u1ec7c, t\u1ea1m ho\u00e3n 80% d\u00e2y chuy\u1ec1n s\u1ea3n xu\u1ea5t, h\u00e0ng lo\u1ea1t c\u1eeda h\u00e0ng \u0111\u00f3ng c\u1eeda, tr\u1ea3 gi\u1ea5y ph\u00e9p\n
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              • PNJ nh\u1edd nhanh ch\u00f3ng th\u00edch nghi, chuy\u1ec3n \u0111\u1ed5i c\u00e1ch ti\u1ebfp c\u1eadn \u0111\u00e3 h\u1ea1n ch\u1ebf t\u1ed1i thi\u1ec3u s\u1ef1 t\u1ed5n th\u01b0\u01a1ng<\/li>\n
              • K\u1ebft qu\u1ea3: L\u0169y k\u1ebf 6 th\u00e1ng \u0111\u1ea7u n\u0103m ho\u00e0n th\u00e0nh h\u01a1n 60% k\u1ebf ho\u1ea1ch l\u1ee3i nhu\u1eadn, doanh thu k\u00eanh b\u00e1n l\u1ebb t\u0103ng 47% c\u00f9ng k\u1ef3.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/div>\n
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                C\u00e1ch ti\u1ebfp c\u1eadn (trong 4 m\u00f9a d\u1ecbch)<\/h3>\n
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                • K\u1ebf ho\u1ea1ch v\u00e0 k\u1ecbch b\u1ea3n: K\u1ebf ho\u1ea1ch kinh doanh, marketing \u0111\u00e3 \u0111\u01b0\u1ee3c l\u00ean t\u1eeb th\u00e1ng 9 n\u0103m tr\u01b0\u1edbc, d\u1ecbch \u0111\u1ebfn m\u1ecdi k\u1ebf ho\u1ea1ch v\u00e0 k\u1ecbch b\u1ea3n tr\u01b0\u1edbc \u0111\u00f3 kh\u00f4ng c\u00f2n ph\u00f9 h\u1ee3p n\u1eefa, t\u01b0\u01a1ng lai ra sao l\u00e0 \u0111i\u1ec1u kh\u00f4ng th\u1ec3 d\u1ef1 \u0111o\u00e1n \u2192 c\u1ea7n chuy\u1ec3n k\u1ecbch b\u1ea3n m\u1edbi ngay l\u1eadp t\u1ee9c.<\/li>\n
                • T\u1ea5n c\u00f4ng – ph\u00f2ng th\u1ee7: B\u00f3ng ma covid (\u0111\u1ed1i th\u1ee7 v\u00f4 h\u00ecnh), \u0111\u1ec3 ch\u1ed1ng ch\u1ecdi th\u00ec kh\u1ea3 n\u0103ng t\u1ea5n c\u00f4ng – ph\u00f2ng th\u1ee7 v\u00f4 c\u00f9ng quan trong<\/li>\n
                • Th\u00edch nghi – ti\u1ebfn h\u00f3a: ph\u1ea3i xem m\u00ecnh nh\u01b0 t\u1eafc k\u00e8 hoa, t\u00ednh bi\u1ebfn h\u00f3a quy\u1ebft \u0111\u1ecbnh s\u1ef1 th\u00e0nh – b\u1ea1i.<\/li>\n<\/ul>\n<\/div>\n
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                  C\u00e1ch PNJ \u0110\u00e3 L\u00e0m<\/h2>\n

                  C\u00e2u chuy\u1ec7n Marketing:<\/h3>\n
                  C\u00f3 4 key factors (y\u1ebfu t\u1ed1) quy\u1ebft \u0111\u1ecbnh s\u1ef1 th\u00e0nh-b\u1ea1i 1 chi\u1ebfn d\u1ecbch Marketing:<\/div>\n
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                  1. M\u1ee5c ti\u00eau: s\u1eafc b\u00e9n, c\u1ee5 th\u1ec3, r\u00f5 r\u00e0ng.
                    \n“Qu\u00e1 nhi\u1ec1u m\u1ee5c ti\u00eau xem nh\u01b0 kh\u00f4ng c\u00f3 m\u1ee5c ti\u00eau n\u00e0o h\u1ebft.”<\/em>
                    \nN\u1ebfu d\u00e0n tr\u1ea3i th\u00ec l\u1ef1c l\u01b0\u1ee3ng s\u1ebd kh\u00f3 \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c.<\/li>\n
                  2. K\u1ebf ho\u1ea1ch v\u00e0 th\u1ef1c thi: ph\u1ea3i \u0111\u1ed3ng b\u1ed9 v\u1edbi nhau.
                    \nPh\u1ea3i c\u00f3 c\u00e1c checkpoint, s\u1ef1 ph\u1ed1i h\u1ee3p li\u00ean t\u1ee5c v\u00e0 kh\u1ea3 n\u0103ng huy \u0111\u1ed9ng c\u00e1c ngu\u1ed3n l\u1ef1c.<\/li>\n
                  3. T\u00ednh ph\u1ed1i h\u1ee3p:
                    \nC\u00f4ng ty nh\u1ecf th\u00ec d\u1ec5 linh \u0111\u1ed9ngc\u00f4ng ty c\u00e0ng l\u1edbn th\u00ec kho\u1ea3ng c\u00e1ch gi\u1eefa c\u00e1c ph\u00f2ng ban c\u00e0ng xa c\u00e1ch n\u00ean y\u1ebfu t\u1ed1 n\u00e0y c\u00e0ng quan tr\u1ecdng, l\u00e0 ch\u1ea5t keo k\u1ebft d\u00ednh, t\u1ea1o \u0111\u1ed9ng l\u1ef1c
                    \n\u2192 s\u1ef1 \u0111\u1ed3ng l\u00f2ng c\u1ee7a t\u1ed5 ch\u1ee9c.
                    \n\u2192 Gi\u1ea3i ph\u00e1p: c\u01a1 ch\u1ebf khen th\u01b0\u1edfng, \u0111\u1ed9ng vi\u00ean, thi \u0111ua, \u0111\u1ec1 ra quy tr\u00ecnh ph\u1ed1i h\u1ee3p..<\/li>\n
                  4. K\u1ecbch b\u1ea3n d\u1ef1 ph\u00f2ng: tr\u01b0\u1edbc kia \u0111\u1ec1u b\u1ecb xem nh\u1eb9.
                    \nTrong covid m\u1edbi c\u00e0ng th\u1ea5y r\u00f5 s\u1ef1 quan tr\u1ecdng c\u1ee7a backup plan, c\u1ea7n s\u1ef1 nhanh, k\u1ecbp th\u1eddi<\/li>\n<\/ol>\n<\/div>\n
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                    C\u00e1c xu h\u01b0\u1edbng d\u1ecbch chuy\u1ec3n chi\u1ebfn thu\u1eadt Marketing<\/h3>\n
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                    1. D\u1ecbch chuy\u1ec3n chi\u1ebfn thu\u1eadt h\u00e0nh qu\u00e2n<\/strong>
                      \n\u25aa\ufe0f\u00a0Chuy\u1ec3n t\u1eeb chi\u1ebfn d\u1ecbch bom t\u1ea5n: 5-7 ch\u01b0\u01a1ng tr\u00ecnh l\u1edbn\/ n\u0103m, \u0111\u00e1nh mass
                      \n\u25aa\ufe0f Chuy\u1ec3n sang chi\u1ebfn d\u1ecbch b\u1eafn t\u1ec9a:
                      \n+ 1 th\u00e1ng ch\u1ea1y 3-4 ch\u01b0\u01a1ng tr\u00ecnh.
                      \n+ \u1ee8ng d\u1ee5ng c\u00f4ng ngh\u1ec7, digital \u0111\u1ec3 theo d\u00f5i kh\u00e1ch h\u00e0ng, c\u00e1 nh\u00e2n h\u00f3a th\u00f4ng \u0111i\u1ec7p truy\u1ec1n th\u00f4ng, nh\u1eafm r\u1ed3i m\u1edbi b\u1eafn
                      \n\u2192 t\u0103ng kh\u1ea3 n\u0103ng nh\u1eafm tr\u00fang + t\u1ed1i \u01b0u chi ph\u00ed.
                      \n\u25aa\ufe0f C\u00e2u h\u1ecfi: v\u1edbi t\u1ea7n su\u1ea5t d\u00e0y \u0111\u1eb7c nh\u01b0 v\u1eady, KH c\u00f3 b\u1ed9i th\u1ef1c kh\u00f4ng? \u0110\u1ed9i marketing ch\u1ecbu n\u1ed5i kh\u00f4ng?
                      \n\u2192 C\u00e1ch ch\u1ea1y ho\u00e0n to\u00e0n kh\u00e1c, ph\u00e2n r\u00e3 th\u00e0nh t\u1eebng nh\u00f3m, ch\u1ea1y t\u1eebng ch\u01b0\u01a1ng tr\u00ecnh kh\u00e1c nhau, t\u1eebng th\u1eddi \u0111i\u1ec3m kh\u00e1c nhau, d\u00f2ng h\u00e0ng, khu v\u1ef1c kh\u00e1c nhau<\/li>\n
                    2. D\u1ecbch chuy\u1ec3n chi\u1ebfm l\u1ea5y tr\u00e1i tim Kh\u00e1ch H\u00e0ng<\/strong>
                      \n\u25aa\ufe0f D\u1ecbch b\u1ec7nh, t\u00fai ti\u1ec1n KH b\u1ecb co l\u1ea1i, gi\u00e3n c\u00e1ch \u0111\u1ea9y KH l\u00ean m\u1ea1ng x\u00e3 h\u1ed9i nhi\u1ec1u h\u01a1n, ti\u1ebfp c\u1eadn nh\u1eefng tin t\u1ee9c ti\u00eau c\u1ef1c
                      \n\u2192 PNJ ch\u1ecdn truy\u1ec1n th\u00f4ng \u0111\u00e1nh v\u00e0o c\u1ea3m x\u00fac, nh\u1ea5n m\u1ea1nh v\u1ebb \u0111\u1eb9p con ng\u01b0\u1eddi l\u00e0 v\u0129nh c\u1eedu, t\u1eb7ng kh\u1ea9u trang, lan t\u1ecfa s\u1ef1 t\u00edch c\u1ef1c, y\u00eau th\u01b0\u01a1ng<\/li>\n
                    3. D\u1ecbch chuy\u1ec3n c\u00e1 nh\u00e2n h\u00f3a s\u1ea3n ph\u1ea9m<\/strong>
                      \n\u25aa\ufe0f Tr\u01b0\u1edbc kia, KH mua trang s\u1ee9c \u0111\u1ec3 \u0111i s\u1ef1 ki\u1ec7n, l\u1ec5 l\u1ed9c nh\u01b0 1 m\u00f3n \u0111\u1ed3 trang tr\u00ed.
                      \n\u25aa\ufe0f Nay h\u01b0\u1edbng t\u1edbi s\u1ef1 \u0111\u00e1nh d\u1ea5u c\u1ed9t m\u1ed1c, k\u1ef7 ni\u1ec7m, c\u00e1 nh\u00e2n h\u00f3a
                      \n\u2192 PNJ cho kh\u1eafc t\u00ean, c\u00e1 nh\u00e2n h\u00f3a th\u00f4ng \u0111i\u1ec7p, n\u1ed9i dung l\u00ean s\u1ea3n ph\u1ea9m, khuy\u1ebfn kh\u00edch KH s\u1eed d\u1ee5ng website
                      \n\u2192 \u0110\u00e2y ch\u00ednh l\u00e0 P – Product trong 7P marketing mix<\/li>\n
                    4. D\u1ecbch chuy\u1ec3n t\u1ed1i \u01b0u hi\u1ec7u qu\u1ea3 ng\u00e2n s\u00e1ch marketing<\/strong>
                      \n\u25aa\ufe0f \u0110\u1ed9 l\u1edbn c\u1ee7a ng\u00e2n s\u00e1ch kh\u00f4ng b\u1eb1ng \u0111\u1ed9 s\u1eafc s\u1ea3o trong vi\u1ec7c quy\u1ebft \u0111\u1ecbnh s\u1ed1 ti\u1ec1n \u0111\u00f3 d\u00f9ng \u0111\u1ec3 l\u00e0m g\u00ec
                      \n\u2192 PNJ kh\u00f4ng ch\u1ee7 tr\u01b0\u01a1ng c\u1eaft gi\u1ea3m ng\u00e2n s\u00e1ch m\u00e0 t\u00ecm c\u00e1ch t\u1ed1i \u01b0u hi\u1ec7u qu\u1ea3, \u0111\u1ec3 c\u00e2n \u0111\u1ed1i gi\u1eefa B\u00e1n h\u00e0ng v\u00e0 Brand<\/li>\n
                    5. D\u1ecbch chuy\u1ec3n th\u00f4ng \u0111i\u1ec7p truy\u1ec1n th\u00f4ng<\/strong>
                      \n\u25aa\ufe0f Khi covid x\u1ea3y ra m\u1ecdi k\u1ebf ho\u1ea1ch \u0111\u00e3 ch\u1ed1t t\u1eeb n\u0103m tr\u01b0\u1edbc ph\u1ea3i b\u1ecf \u0111i \u0111\u1ec3 l\u00e0m l\u1ea1i.
                      \n\u25aa\ufe0f C\u00e1c Th\u00f4ng \u0111i\u1ec7p m\u1edbi h\u01b0\u1edbng t\u1edbi vi\u1ec7c lan t\u1ecfa t\u00ecnh y\u00eau th\u01b0\u01a1ng b\u1ea5t ch\u1ea5p virus
                      \n\u25aa\ufe0f Chi\u00eau: c\u1ea5y virus l\u00e2y lan th\u00f4ng \u0111i\u1ec7p truy\u1ec1n th\u00f4ng, \u0111\u1ec3 th\u00f4ng \u0111i\u1ec7p \u0111\u00f3 t\u1ef1 lan t\u1ecfa kh\u00f4ng c\u1ea7n b\u1ecf ti\u1ec1n
                      \n\u2192 Ch\u1ed1t: n\u00ean \u0111\u1ea7u t\u01b0 ch\u1ea5t l\u01b0\u1ee3ng content, k\u1ebf ho\u1ea1ch.
                      \nTh\u00e0 \u0111\u1ed5 m\u1ed3 h\u00f4i tr\u00ean thao tr\u01b0\u1eddng (l\u00e0m k\u1ebf ho\u1ea1ch th\u1eadt k\u1ef9) h\u01a1n l\u00e0 \u0111\u1ed5 m\u00e1u tr\u00ean chi\u1ebfn tr\u01b0\u1eddng (b\u1ecb \u0111\u1ed1i th\u1ee7, KH th\u1ecb tr\u01b0\u1eddng d\u1eadp do k\u1ebf ho\u1ea1ch ch\u01b0a chu\u1ea9n b\u1ecb t\u1edbi ch\u1ed1n)<\/li>\n
                    6. D\u1ecbch chuy\u1ec3n c\u00e1ch d\u00e0n tr\u1eadn<\/strong>
                      \n\u25aa\ufe0f PNJ Next: th\u1eddi ch\u01b0a covid, ng\u00e0y th\u1ea7n t\u00e0i c\u1eeda h\u00e0ng \u0111\u00f4ng \u0111\u1ebfn n\u1ed7i ph\u1ea3i d\u00e0n l\u1ea1i layout c\u1eeda h\u00e0ng
                      \n\u25aa\ufe0f Covid: hi\u1ec3u insight ai c\u0169ng mu\u1ed1n mua v\u00e0ng v\u00e0o ng\u00e0y th\u1ea7n t\u00e0i, s\u1ee3 \u0111\u00f4ng, c\u1ed9ng th\u00eam quy \u0111\u1ecbnh t\u1ed1i \u0111a s\u1ed1 ng\u01b0\u1eddi trong store
                      \n\u2192 Cho \u0111\u1eb7t h\u00e0ng tr\u01b0\u1edbc r\u1ed3i giao h\u00e0ng \u0111\u00fang ng\u00e0y th\u1ea7n t\u00e0i ho\u1eb7c mua r\u1ed3i g\u1eedi l\u1ea1i \u0111\u1ec3 \u0111\u1ebfn ng\u00e0y ra c\u1eeda h\u00e0ng l\u1ea5y<\/li>\n
                    7. D\u1ecbch chuy\u1ec3n online<\/strong>
                      \n\u25aa\ufe0f Team onl th\u00e0nh l\u1ef1c l\u01b0\u1ee3ng ti\u1ec1n tuy\u1ebfn
                      \n\u25aa\ufe0f PNJ l\u00e0 ng\u00e0nh h\u00e0ng k thi\u1ebft y\u1ebfu – l\u00e0 1 c\u1ea3n tr\u1edf onl khi t\u00fai ti\u1ec1n c\u1ee7a KH b\u1ecb \u1ea3nh h\u01b0\u1edfng kh\u00e1 nhi\u1ec1u do d\u1ecbch
                      \n\u25aa\ufe0f T\u1ea1o c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh k\u00edch mua onl, adding value: shipper to\u00e0n qu\u1ed1c, giao nhanh 3 gi\u1edd n\u1ed9i th\u00e0nh, b\u1ea3o \u0111\u1ea3m 5K.
                      \n\u25aa\ufe0f Kh\u00f3 kh\u0103n:
                      \n+ Tr\u01b0\u1edbc gi\u1edd ch\u01b0a bao gi\u1edd cam k\u1ebft th\u1eddi gian giao h\u00e0ng, b\u00e2y gi\u1edd kh\u00f4ng ch\u1ec9 cam k\u1ebft theo ng\u00e0y m\u00e0 ch\u1ec9 c\u00f2n t\u1eeb 6 \u2192 4 \u2192 3g v\u00e0 \u0111ang t\u1ed1i \u01b0u th\u00eam
                      \n+ Giao h\u00e0ng ph\u1ea3i do \u0111\u1ed9i shipper inhouse, v\u00ec c\u00e1c \u0111\u01a1n v\u1ecb v\u1eadn chuy\u1ec3n kh\u00f4ng nh\u1eadn v\u00ec m\u1eb7t h\u00e0ng gi\u00e1 tr\u1ecb cao.
                      \n–> d\u1ecbch chuy\u1ec3n \u0111\u00f2i h\u1ecfi adding value v\u00e0 chuy\u1ec3n m\u00ecnh nhanh<\/li>\n
                    8. D\u1ecbch chuy\u1ec3n livestream:<\/strong>
                      \n\u25aa\ufe0f Store v\u1eadt l\u00fd b\u1ecb \u0111\u00f3ng c\u1eeda, thay v\u00ec \u0111\u1ec3 KH th\u1ea5y s\u1ef1 hoang t\u00e0n, tr\u01a1 tr\u1ee5i, PNJ s\u01a1n l\u00ean nh\u1eefng c\u00e1nh c\u1eeda nh\u1eefng th\u00f4ng \u0111i\u1ec7p, gi\u1eef t\u01b0\u01a1ng t\u00e1c, giao ti\u1ebfp v\u1edbi KH.
                      \n\u25aa\ufe0f Sau c\u00e1nh c\u1eeda l\u00e0 team th\u1ef1c hi\u1ec7n b\u00e1n h\u00e0ng livestream
                      \n–> D\u1ecbch chuy\u1ec3n sang m\u1eadt tr\u1eadn m\u1edbi, kh\u00f4ng fai l\u1ee3i th\u1ebf, \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o c\u00e2u chuy\u1ec7n doanh thu, doanh s\u1ed1<\/li>\n
                    9. D\u1ecbch chuy\u1ec3n trong truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9<\/strong>
                      \n\u25aa\ufe0f T\u1eeb kh\u00f3a xuy\u00ean su\u1ed1t, g\u00f3p ph\u1ea7n gi\u00fap PNJ v\u01b0\u1ee3t qua giai \u0111o\u1ea1n d\u1ecbch l\u00e0 S\u1ef1 \u0111\u1ed3ng l\u00f2ng, si\u1ebft ch\u1eb7t tay nhau c\u00f9ng qua covid. C\u1ed1 g\u1eafng gi\u1eef nguy\u00ean l\u1ef1c l\u01b0\u1ee3ng lao \u0111\u1ed9ng v\u1edbi m\u1ee9c thu nh\u1eadp hi\u1ec7n t\u1ea1i.
                      \n\u25aa\ufe0f Th\u1ec3 hi\u1ec7n qua 4 kh\u00eda c\u1ea1nh:
                      \n+ M\u1ee5c ti\u00eau k\u00e9p: v\u1eeba b\u1ea3o v\u1ec7 s\u1ee9c kh\u1ecfe nh\u00e2n vi\u00ean, v\u1eeba \u0111\u1ea3m b\u1ea3o ho\u1ea1t \u0111\u1ed9ng kinh doanh.
                      \n+ T\u1ed1i \u01b0u h\u00f3a v\u1eadn h\u00e0nh: thay v\u00ec ch\u1ecdn th\u1ea3 l\u1ecfng, s\u1ed1ng ch\u1eadm, \u0111\u1ecdc s\u00e1ch b\u00e1o , \u0111\u1ecdc truy\u1ec7n.
                      \nNg\u01b0\u1ee3c l\u1ea1i, PNJ xem \u0111\u00e2y l\u00e0 c\u01a1 h\u1ed9i v\u00e0ng \u0111\u1ec3 t\u1ed1i \u01b0u v\u1eadn h\u00e0nh, s\u1eeda ch\u1eefa khi\u1ebfm khuy\u1ebft, x\u00e2y d\u1ef1ng v\u0103n h\u00f3a \u0111\u00e0o t\u1ea1o (n\u00e2ng c\u00e1o n\u0103ng l\u1ef1c t\u01b0 v\u1ea5n vi\u00ean, c\u1eeda h\u00e0ng tr\u01b0\u1eddng) \u2192 Nh\u1eefng vi\u1ec7c kh\u00f3 c\u00f3 c\u01a1 h\u1ed9i l\u00e0m trong giai \u0111o\u1ea1n cao \u0111i\u1ec3m tr\u01b0\u1edbc kia
                      \n+ \u0110\u1ea3m b\u1ea3o thu nh\u1eadp nh\u00e2n vi\u00ean: c\u00f4ng tyc\u1ed1 g\u1eafng “g\u1ed3ng” \u0111\u1ec3 \u0111\u1ee3t 3,4 l\u01b0\u01a1ng nh\u00e2n vi\u00ean kh\u00f4ng b\u1ecb gi\u1ea3m.
                      \n\u2192 Nh\u1eefng h\u00e0nh \u0111\u1ed9ng nh\u00e2n v\u0103n, thi\u1ebft th\u1ef1c:
                      \n+ Tr\u1ea3 tr\u01b0\u1edbc \u00bd l\u01b0\u01a1ng th\u00e1ng 13.
                      \nChi tr\u1ea3 l\u01b0\u01a1ng s\u1edbm h\u01a1n: b\u00ecnh th\u01b0\u1eddng chi l\u01b0\u01a1ng v\u00e0o cu\u1ed1i th\u00e1ng. Nh\u01b0ng n\u1ebfu t\u1ec9nh th\u00e0nh n\u00e0o c\u00f3 l\u1ec7nh m\u1edf gi\u00e3n c\u00e1ch, l\u00e0 ng\u00e0y h\u00f4m tr\u01b0\u1edbc \u0111\u00e3 chuy\u1ec3n l\u01b0\u01a1ng \u0111\u1ec3 nh\u00e2n vi\u00ean mua l\u01b0\u01a1ng th\u1ef1c, ti\u00eau d\u00f9ng thi\u1ebft y\u1ebfu
                      \n+ T\u00e0i tr\u1ee3 hi\u1ec7n v\u1eadt hi\u1ec7n kim cho c\u1ed9ng \u0111\u1ed3ng, x\u00e3 h\u1ed9i. Trong \u0111\u1ee3t 4, c\u00f3 chi\u1ebfn d\u1ecbch si\u00eau th\u1ecb 0\u0111
                      \n\u2192 T\u00ednh bi\u1ebfn h\u00f3a li\u00ean t\u1ee5c, th\u00edch \u1ee9ng v\u1edbi s\u1ef1 thay \u0111\u1ed5i<\/li>\n
                    10. D\u1ecbch chuy\u1ec3n sau gi\u00e3n c\u00e1ch x\u00e3 h\u1ed9i<\/strong>
                      \n\u25aa\ufe0f Gi\u00e3n c\u00e1ch th\u1eddi gian d\u00e0i t\u1ea1o n\u00ean “\u0110\u1ed9 n\u00e9n nhu c\u1ea7u”
                      \n\u2192 khi \u0111\u01b0\u1ee3c m\u1edf c\u1eeda, PNJ tung nh\u1eefng ch\u01b0\u01a1ng tr\u00ecnh k\u00edch c\u1ea7u \u201cTr\u1edf l\u1ea1i m\u00f9a \u0111\u1eb9p\u201d<\/li>\n<\/ol>\n<\/div>\n
                      \n

                      Q&A:<\/h2>\n

                      \"\ud83d\udcac\" <\/span>H\u1ecfi 1:<\/h3>\n
                      M\u00f9a d\u1ecbch, th\u1ebf m\u1ea1ng offline ph\u1ea3i chuy\u1ec3n sang online, doanh s\u1ed1 gi\u1ea3m, nh\u00e2n vi\u00ean c\u0103ng th\u1eb3ng v\u1ec1 KPI. L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 gi\u00fap nh\u00e2n vi\u00ean v\u01b0\u1ee3t qua?<\/div>\n
                      \u0110\u00e1p:<\/strong><\/div>\n
                      \u0110\u1eb1ng sau c\u00f3 nhi\u1ec1u \u00e1p l\u1ef1c v\u1ec1 m\u1eb7t t\u0103ng tr\u01b0\u1edfng, l\u00e0m nh\u1eefng th\u1ee9 ch\u01b0a t\u1eebng l\u00e0m:<\/div>\n
                      V\u00ed d\u1ee5 marketing tr\u01b0\u1edbc l\u00e0m cho to\u00e0n qu\u1ed1c, gi\u1edd x\u00e9 nh\u1ecf ra chia l\u00e0m 6 chi\u1ebfn d\u1ecbch cho 6 khu v\u1ef1c.<\/div>\n
                      V\u1eadn h\u00e0nh t\u0103ng l\u00ean 6 l\u1ea7n. Kh\u1ed1i l\u01b0\u1ee3ng c\u00f4ng vi\u1ec7c qu\u00e1 t\u1ea3i (ng\u01b0\u1eddi th\u00ec kh\u00f4ng th\u1ec3 t\u0103ng)<\/div>\n
                      \u1ede v\u1ecb tr\u00ed Qu\u1ea3n l\u00fd, Long c\u0169ng ph\u1ea3i n\u1ed7 l\u1ef1c, \u0111\u1ed3ng th\u1eddi \u0111\u1ed9ng vi\u00ean tinh th\u1ea7n, \u0111\u1ea3m b\u1ea3o thu nh\u1eadp cho nh\u00e2n vi\u00ean d\u00f9 c\u00f4ng ty b\u1ecb l\u1ed7.<\/div>\n
                      C\u00e1ch l\u00e0m marketing c\u0169ng ph\u1ea3i thay \u0111\u1ed5i. c\u00e1ch ti\u1ebfp c\u1eadn: k\u1ebf ho\u1ea1ch t\u1eeb 3-5 n\u0103m \u2192 ph\u1ea3i \u0111\u1ed5i theo th\u00e1ng, tu\u1ea7n<\/div>\n
                      \u2192 Nhanh, linh ho\u1ea1t, th\u00edch \u1ee9ng k\u1ecbp th\u1eddi, s\u00e1ng t\u1ea1o \u0111\u00e3 gi\u00fap c\u00f4ng tyv\u01b0\u1ee3t qua.<\/div>\n<\/div>\n
                      \n

                      \"\ud83d\udcac\" <\/span>H\u1ecfi 2:<\/h3>\n
                      Long nh\u1eadn \u0111\u1ecbnh v\u1ec1 k\u00eanh online nh\u01b0 th\u1ebf n\u00e0o? H\u00e0nh vi mua h\u00e0ng online sau gi\u00e3n c\u00e1ch?<\/div>\n
                      \u0110\u1ee3t d\u1ecbch do ho\u00e0n c\u1ea3nh b\u1eaft bu\u1ed9c KH ph\u1ea3i mua online, PNJ v\u00e0o th\u1ebf ph\u1ea3i \u0111\u1ea9y m\u1ea1nh online. Sau d\u1ecbch, theo Long h\u00e0nh vi mua trang s\u1ee9c online c\u00f2n nh\u01b0 trong d\u1ecbch n\u1eefa kh\u00f4ng?<\/div>\n
                      \u0110\u00e1p:<\/strong><\/div>\n
                      \n
                      Online \u0111\u00e3 \u0111\u01b0\u1ee3c PNJ chu\u1ea9n b\u1ecb t\u1eeb 3 n\u0103m tr\u01b0\u1edbc, khi Covid x\u1ea3y ra th\u00ec r\u1ea5t ch\u1ee7 \u0111\u1ed9ng \u0111\u1ec3 \u0111\u00f3n c\u01a1 h\u1ed9i m\u1edbi.<\/div>\n
                      C\u1ea3m \u01a1n covid l\u00e0 ch\u1ea5t x\u00fac t\u00e1c t\u0103ng k\u00eanh onl l\u00ean r\u1ea5t nhi\u1ec1u, khi off k ho\u1ea1t \u0111\u1ed9ng \u0111c.<\/div>\n
                      Nh\u1eadn \u0111\u1ecbnh v\u00e0 theo d\u00f5i doanh thu: Sau d\u1ecbch doanh s\u1ed1 online v\u1eabn t\u0103ng v\u00e0 ti\u1ebfp t\u1ee5c gi\u1eef vai tr\u00f2 quan tr\u1ecdng<\/div>\n<\/div>\n<\/div>\n
                      \n

                      \"\ud83d\udcac\"<\/span> H\u1ecfi 3:<\/h3>\n
                      PNJ l\u00e0 sp gi\u00e1 tr\u1ecb cao, c\u1ea1nh tranh c\u00f3 s\u00e0n v\u1edbi nh\u1eefng trang s\u1ee9c r\u1ebb ti\u1ec1n \u2192 PNJ c\u00f3 b\u1ecb \u1ea3nh h\u01b0\u1edfng kh\u00f4ng v\u00e0 l\u00e0m sao \u0111\u1ec3 kh\u00f4ng b\u1ecb \u1ea3nh h\u01b0\u1edfng?<\/div>\n
                      \u0110\u00e1p:<\/strong><\/div>\n
                      \n
                      PNJ c\u0169ng th\u1ea5y s\u1ef1 c\u1ea1nh tranh v\u1edbi c\u00e1c d\u00f2ng s\u1ea3n ph\u1ea9m trang s\u1ee9c gi\u00e1 r\u1ebb \u0111ang b\u00e1n nhan nh\u1ea3n tr\u00ean s\u00e0n TM\u0110T<\/div>\n
                      Sp c\u1ee7a \u0111\u1ed1i th\u1ee7 gi\u00e1 r\u1ebb l\u00e0 \u0111\u00e1nh v\u00e0o KH tr\u1ebb. Style PNJ ra \u0111\u1eddi nh\u1eafm v\u00e0o KH tr\u1ebb, ch\u1ea5t li\u1ec7u b\u1ea1c, h\u1ee3p kim, gi\u00e1 r\u1ebb h\u01a1n \u2192 \u0111\u1ec3 kh\u00f4ng b\u1ecb m\u1ea5t th\u1ecb ph\u1ea7n trong nh\u00f3m KH \u0111\u00f3.<\/div>\n
                      (Trc \u0111\u00f3 c\u00f3 PNJ silver – ph\u00e2n lo\u1ea1i theo nguy\u00ean li\u1ec7u, gi\u00e1 r\u1ebb nh\u01b0ng gi\u1edd k c\u00f2n ph\u00f9 h\u1ecdp n\u1eefa)<\/div>\n
                      L\u00ean s\u00e0n th\u00ec kh\u00f4ng l\u00ean mass, ch\u1ec9 ch\u1ecdn nh\u1eefng s\u1ea3n ph\u1ea9m kh\u00e1c v\u1edbi web \u0111\u1ec3 kh\u00f4ng t\u1ef1 gi\u1ebft m\u00ecnh<\/div>\n<\/div>\n<\/div>\n
                      \n

                      \"\ud83d\udcac\"<\/span> H\u1ecfi 4:<\/h3>\n
                      C\u00e2u chuy\u1ec7n Omni-channel \u1edf PNJ?<\/div>\n
                      \u0110\u00e1p:<\/strong><\/div>\n
                      \n
                      \n
                      C\u00f3 3 th\u00e1ch th\u1ee9c:<\/div>\n