Analysis of Marketing Strategy and Sales Model in the Chinese Cosmetics Industry

Abstract

The purpose of this research was to study the sales model in the Chinese cosmetics industry. The following research questions guided the study; How does domestic makeup innovate under the solid and constant pressure from the international competitors’ brand influences? What marketing strategy the domestic makeup apply to turn crisis into opportunity? What experience and inspiration can be absorbed and used in other businesses or industries? To analyze the rise of domestic cosmetics brands, this study first introduce the research background including the preliminary introduction of domestic and global cosmetics and the reasons for lagged domestic cosmetics. This study use the case study method in this research and Florasis as a typical domestic cosmetics brand growing fast is the object of study. By discussing its practices in the cosmetics market including branding and marketing, this study acquired some inspiration for developing other domestic cosmetics brands. The research is ended with the recommendations for Florasis’ sustainability and other domestic brands’ development, in addition to the conclusion which will cover the research significance, as well as the problems cannot solve in this research.