Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)

Marketing Strategies of Chinese Cosmetic Brands in Local Market

A Case Study of Florasis

Authors
Lan Yang1, *, , Wendi Meng2, , Yating Li3,
1Lan Yang Department of Chinese Language and Literature, Fudan University
2Wendi Meng School of Communication, East China Normal University
3Yating Li XiGuanPeiying Middle School

These authors contributed equally.

*Corresponding author email: 17300110033@fudan.edu.cn
Corresponding Author
Lan Yang
Available Online 15 December 2021.
DOI
10.2991/assehr.k.211209.513How to use a DOI?
Keywords
Florasis; marketing strategies; cosmetic products; Chinese brands; Chinese cosmetic 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.

Copyright
© 2021 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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Volume Title
Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
15 December 2021
ISBN
978-94-6239-483-4
ISSN
2352-5428
DOI
10.2991/assehr.k.211209.513How to use a DOI?
Copyright
© 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  -