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.

Research on the Development of Beauty Brand Marketing Based on SWOT Analysis: Taking Florasis as an Example

“…In 2019, China's cosmetics market reached nearly 60 billion yuan, the highest annual growth rate. Sales through online and offline channels are approaching $90 billion [7]. So, online channels have become an important sales channel for cosmetics.…”

The Case Study of Marketing Strategies by Fan Economy

“…In spite of the fact that Perfect Diary has increased its marketing investment, when compared to its revenue statement for 2022, the revenue has not increased by a substantial amount. Further, according to a consumer survey conducted by Perfect Diary, the majority of consumers believe that the marketing of the product has a greater impact on consumer satisfaction than the quality of the product itself [13].…”

Influencer Marketing

“…It's just that compared with the traditional marketing era, under influencer marketing, consumers' requirements for the product itself are also constantly improving. Take Florasis, a Chinese cosmetics brand as an example, Florasis offers a wide range of products, including facial makeup, eye makeup, lip makeup, and makeup tools, covering the entire process of putting on makeup (Yang et al, 2021). However, this local Chinese brand is suddenly in the hot sale in the United States precisely because of the quality of the product itself and the video promotion of Jeffery Star, who is a famous Youtuber focusing on the cosmetic industry.…”

“…For example, the loose powder is based on plant formula and has a longlasting oil control effect; each lipstick paste has exquisite Chinese classical carving patterns. And this brand is also the only one in the Chinese market with an etched pattern (Yang et al, 2021). The product itself first needs to ensure the bottom line of high quality.…”