Marketing Strategies of Chinese Cosmetic Brands in Local Market

Abstract

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.