Digital Transformation of Marketing Strategy of Western Firms in Chinese Cosmetic Market

Пономарева, Е. Г.; Nozdrenko, Elena A.

doi:10.1007/978-3-030-58267-8_17

Cited by 3 publications

(1 citation statement)

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“…The Chinese cosmetic market increases fast in the last five years because of the greater customers who prefer consuming more on cosmetic products for charming appearance [1][2][3]. China is the second-largest cosmetics market with aspects of both supply and demand after the United States.…”

Section: Introductionmentioning

confidence: 99%

Indicator Analysis for Cosmetics Companies: Evidence from L’Oréal, Shiseido and Estée Lauder

Zhong¹

2023

HBEM

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The Chinese cosmetic market increases dramatically in the last five years, which may correspond with the worldwide consuming and investing trend. This paper refers to the profitability performance of three multinational cosmetics companies, i.e., L’Oréal, Shiseido, and Estée Lauder. The best way to illustrate their aspects is ratio analysis combined with visualizations. To be specific, profitability, liquidity as well as working capital indicators are utilized. As for profitability indicator, it includes net profit margin, return on capital employed. Liquidity indicators include current ratio or quick ratio while working capital indicators include inventory turnover period and cash flow. According to the analysis, P&G and L’Oréal are the best seller in the current market because their market proportion are over 50%. Then, the selling of Shiseido and Etsee lauder are ranked after L’Oréal. The strategy these companies chose is significant to get high sales volume, which includes online or offline sales modes etc. The reflection of the ratio also represents some shortage of their operating. These results shed light on guiding further exploration of the profitability and investment performance.

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Section: Introductionmentioning

confidence: 99%

Indicator Analysis for Cosmetics Companies: Evidence from L’Oréal, Shiseido and Estée Lauder

Zhong¹

2023

HBEM

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How do leading Japanese cosmetic brands use consumer culture positioning strategies in China? Investigating six Japanese brands’ advertisements on Weibo

Zhang

2024

Media Asia

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Factores determinantes para la adopción del marketing digital en pymes: un estudio exploratorio

2022

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La consolidación del marketing digital como un medio efectivo de comunicación ha promovido la integración de tecnologías en la recopilación de datos masivos de los clientes valiosos para las organizaciones en la toma de decisiones. Este trabajo tiene como objetivo explorar los factores que influyen en la aceptación del marketing digital en las pymes de Medellín, Colombia. La metodología plantea un ejercicio de tipo no experimental, transversal, con un alcance descriptivo y un enfoque cuantitativo mediante la aplicación de un cuestionario a ciento viente pymes pertenecientes al sector industrial y de servicio. Los hallazgos indican que los factores que influyen en la aceptación del marketing digital en pymes son las ventajas percibidas frente al uso de marketing digital, aceptación de este como medio de comunicación con el cliente y la experiencia de uso percibida. También se identificó que este segmento empresarial utiliza mayoritariamente las redes sociales y el marketing por correo electrónico como herramientas de marketing digital para tener un acercamiento con sus clientes.

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Digital Transformation of Marketing Strategy of Western Firms in Chinese Cosmetic Market

Cited by 3 publications

References 1 publication

Indicator Analysis for Cosmetics Companies: Evidence from L’Oréal, Shiseido and Estée Lauder

Indicator Analysis for Cosmetics Companies: Evidence from L’Oréal, Shiseido and Estée Lauder

How do leading Japanese cosmetic brands use consumer culture positioning strategies in China? Investigating six Japanese brands’ advertisements on Weibo

Factores determinantes para la adopción del marketing digital en pymes: un estudio exploratorio

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