Developing Strategies of Chinese Cosmetics Industry

Case of Florasis

DOI

10.2991/aebmr.k.220307.175How to use a DOI?

Keywords

Developing Strategies; Florasis Brand; Cosmetics; Marketing Methods; Chinese Elements

Abstract

Chinese cosmetics high-end consumers and more than 60% of the market share are occupied by foreign brands. Chinese cosmetic brands have great space for development in the domestic market. The present study aims to explore the potential developing strategies of the Chinese cosmetics industry to expand the influence of domestic brands and improve the ability to compete for the high-end markets with international brands. Florasis is a domestic brand recognized by many Chinese consumers with make-up products. Based on enterprise quarterly and annual reports of Florasis and other network data, the present situation and existing problems of the Florasis brand are revealed by performing a marketing segmentation, customer analysis, and user research. The successful experience of the Florasis brand is summarized. On this basis, the strategy of developing the Florasis brand is put forward. In order to improve the Florasis brand, investing in R&D in other areas and brand acquisition based on customer segmentation, developing products in different price tiers according to customer value measure, and broadening sale channels are suggested.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Yifei Duan
PY  - 2022
DA  - 2022/03/26
TI  - Developing Strategies of Chinese Cosmetics Industry
BT  - Proceedings of the 2022 7th International Conference on Financial Innovation and Economic Development (ICFIED 2022)
PB  - Atlantis Press
SP  - 1062
EP  - 1067
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220307.175
DO  - 10.2991/aebmr.k.220307.175
ID  - Duan2022
ER  -