Marketing Strategies of Chinese Cosmetic Brands in Local Market
A Case Study of Florasis
These authors contributed equally.
- 10.2991/assehr.k.211209.513How to use a DOI?
- Florasis; marketing strategies; cosmetic products; Chinese brands; Chinese cosmetic market
The beauty market in China has a broad prospect with a growing market share. Among new brands rooted in China, Florasis witnessed a rapid increase in sales relying on the Chinese traditional culture. Therefore, it is of great importance to look into the ways Florasis has made this success through marketing strategies. On this purpose, we used three different methods including literature analysis, survey and in-depth interview to find Florasis’s performances and consumers’ feelings. An online questionnaire was used to collect information about Florasis. To evaluate the current marketing strategies of Florasis, we chose 4P theory (products and services, pricing, places and promotion). We found that Florasis has a clear position, filling the gap of mid-to-high-end domestic brands in season. Besides, it has deeply cooperated with some top KOLs to gain huge amount of exposure. Apart from this, some disadvantages are also found, e.g., insufficient qualities, distrust and annoyance from overdone promotion, absence of off-line stores etc. Corresponding suggestions are offered that one need to invest more on R&D, focus more on ordinary people’s real experiences and setting up off-line stores. These results shed light for Chinese cosmetic markets.
- © 2021 The Authors. Published by Atlantis Press International B.V.
- Open Access
- This is an open access article under the CC BY-NC license.
Cite this article
TY - CONF AU - Lan Yang AU - Wendi Meng AU - Yating Li PY - 2021 DA - 2021/12/15 TI - Marketing Strategies of Chinese Cosmetic Brands in Local Market BT - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021) PB - Atlantis Press SP - 3130 EP - 3138 SN - 2352-5428 UR - https://doi.org/10.2991/assehr.k.211209.513 DO - 10.2991/assehr.k.211209.513 ID - Yang2021 ER -