Cosmetics is an industry with relatively low national investment and relatively light burden. At the same time, it creates high taxes and profits for the country and a large number of job opportunities. Below are the cosmetics marketing research papers I compiled for your reference. Cosmetics Marketing Research Paper Example 1: Research on Marketing Strategies of Domestic Cosmetics

[Abstract] Based on the investigation and analysis of the current marketing situation of the domestic cosmetics company Pechoin, combined with the product and marketing characteristics of cosmetics, this article analyzes the Pechoin Company’s The marketing strategy proposes improved countermeasures and suggestions.

[Keywords] Marketing strategy and countermeasures of domestic cosmetics Pechoin

1. Current status of domestic cosmetics market

1. Overview of cosmetics

According to 2007 According to the "Cosmetic Labeling Management Regulations" promulgated by the General Administration of Quality Supervision, Inspection and Quarantine on August 27, 2019, cosmetics refer to any part of the surface of the human body, such as skin, hair, fingernails, lips, teeth, etc., that is spread by smearing, spraying or other similar methods. Chemical industrial products or fine chemical products for the purpose of cleaning, maintaining, beautifying, modifying and changing appearance, or correcting human body odor and maintaining good condition.

Cosmetics in the domestic market can basically be divided into the following three forms: first, basic skin care products, such as skin cream, facial cleanser, etc.; second, washing products, such as laundry detergent, shower gel, etc. ; The third is makeup products, such as foundation, blush, BB cream, mascara and perfume, etc.

2. Domestic cosmetics consumption and market status

In recent years, with the rapid development of China's economy, the cosmetics industry has also maintained rapid growth. From 2001 to 2011, China's cosmetics retail scale increased five-fold, becoming one of the largest cosmetics consumer markets in the world, in which the market share of foreign-funded enterprises increased particularly significantly. In China's cosmetics market in 2009, P&G ranked first with sales of 13.232 billion and a share of 19.0%, and L'Oreal ranked second with sales of 8.178 billion and a share of 1.17%. Estee Lauder Group, its Chinese market grew nearly 30 times in 2009, and China has become one of its fastest-growing markets in the world. In 2010, the sales of the top ten cosmetics brands accounted for 38% of the entire cosmetics market, of which 80% were foreign brands. The only local Chinese brands were Chando and Herborist.

According to other data: the search index of the cosmetics industry in 2011 was 2.72 million, and the search index in the second half of 2011 increased by nearly 30% compared with the first half of the year. In 2011, among the searches related to beauty and skin care, searches for product-related content Accounting for the highest proportion, the attention reached 21.67. It can be seen from this that the market prospects of the cosmetics industry are very optimistic.

3. Consumption trends in the domestic cosmetics market

(1) Consumption is becoming increasingly rational

When consumers purchase cosmetics, they will give priority to the quality of the product. Then comprehensively balance the cost performance. This shows that people will make more rational choices when consuming cosmetics, and the efficacy of products will become a new engine for customers to purchase. Consumers will tend to choose cosmetics that suit their skin and purchase products with higher cost performance. People no longer blindly worship various advertisements, but pay more attention to the quality, efficacy and performance of products. At the same time, the consumption of cosmetics is also moving towards a higher level. If local cosmetics companies can develop high-end cosmetics with better quality, they will undoubtedly have an advantage in terms of cost performance.

(2) Product demand segmentation

Product demand segmentation is an obvious feature of my country’s cosmetics consumer market in recent years. Segmentation not only refers to brands, categories, varieties, functions and effects, it also includes consumer group consumption habits, as well as individual consumer consumption habits and personalized consumption trends. Since consumers are always looking for cosmetics that are more suitable for them, in-depth segmentation of products is the most direct way to obtain target customers.

2. Marketing characteristics of cosmetics

In the cosmetics industry, product (Product) quality, function, style, brand, packaging; price (Price) appropriate pricing; promotion (Promotion) Especially good advertising; distribution (Place) and establishing appropriate sales channels are all very important marketing tools.

1. Product strategy: Cosmetics are different from other consumer products. The functions of cosmetics cannot be seen only from their appearance and packaging. When people choose cosmetics, they are more based on the appeal of the product's external packaging or its brand image. Therefore, the packaging and brand image of cosmetics are particularly important when the quality of the product cannot be seen at a glance. Directly affects people's understanding and feeling of the brand, thereby affecting people's attitudes and purchasing behavior.

2. In terms of promotion strategy: The use effect of cosmetics products has a lag. Since they are not immediate consumer goods, the effect of the products is displayed slowly. With the growth of people's skin care knowledge, people also realize that the so-called "whitewash" or "whitening" and other products with obvious whitening effect are usually caused by excessive mercury and lead in the products. Therefore, for cosmetics Exaggerated promotion of the efficacy will arouse people's suspicion. Therefore, an advertisement that can directly touch people's hearts and make consumers believe in the efficacy and be willing to buy the product is an important means in cosmetics marketing.

3. Distribution strategy: The current main distribution strategy for cosmetics is counter marketing. Open your own brand counters in large shopping malls, or directly open specialty stores for sales. Counterfeit cosmetics are pervasive, and it is difficult for most consumers to distinguish whether they are genuine products. From this point of view, the products in counters and specialty stores are the most reassuring for consumers.

3. Analysis of Shanghai Pechoin Company and its existing marketing strategies

1. Company profile

p>

Shanghai Peiqueling Daily Chemical Co., Ltd. (English abbreviation: SPDC) is a professional cosmetics manufacturer with a history of more than 70 years that integrates research, development, production, and sales services. The company owns well-known brands such as: Pechoin, Phoenix, and Pechoin mainly produce high-quality products such as skin care products, hair care products, personal cleaning products, toilet water, and beauty cosmetics.

At present, foreign brands dominate China. Dominant in the cosmetics market, the mid-to-high-end market is basically occupied by foreign-funded joint ventures. The market share of foreign-funded or joint ventures has reached nearly 80%. Several international giants such as L'Oreal, P&G, Shiseido, and Estee Lauder have formed an oligopoly competition among mid-to-high-end brands. The cosmetics market is almost completely dominated by foreign brands, and almost 40% of the market for state-owned brands is limited to some low-end daily chemical products. As for Pechoin cosmetics, consumers have a low level of understanding of it, and they have only heard of it. The brand has been brilliant and has a certain proportion of consumers, but this brand has a small market share.

At present, Pechoin Group’s main competitors in China are also international famous brand cosmetics, mainly Estee Lauder. eLander), P&G Company's Olay (Oilamp; Ulan), Nivea (Nivea), Shiseido (Shiseido), etc. In addition to the domestic melee of world brands, the Pechoin Group is also facing attacks and attacks from other domestic domestic brands.

2. The company’s marketing status and effects

(1) It is in the initial stage of market segmentation, and the product line has expanded both horizontally and vertically, but for In the special industry of cosmetics, Pechoin's current market segmentation and positioning are still not accurate.

(2) The spokesperson of the advertisement is Mok Wenwei, which adds a sense of fashion to the brand, but its advertising intensity is obvious. Insufficient, it did not leave a deep impression on consumers, and it was also slightly insufficient in promoting product features.

(3) With the improvement in product variety and packaging, the price has increased significantly, and it is at the upper-middle level among domestic brands. However, its occupancy rate in major shopping malls is still low. (4) The main brand of the products is Pechoin. The company has increased its efforts in product research and development, and the quality of the products has improved. The survey found that there are currently two attitudes among consumers towards Pechoin: one is influenced by the early brand and price, and the current price has increased, and products with innovative packaging are doubtful about their quality and effect; the other is the use of Customers who have used the product said that the product will not cause adverse reactions, but the specific effect is not obvious.

IV. Countermeasures and suggestions for improving the marketing strategy of Pechoin Company

1. Product strategy

(1) It should focus on the quality of the product and the external design of the product and The functional aspect of the product reflects the differentiation of the product. We must strengthen research and development and improve core competitiveness. At a time when many international brands are experiencing quality crises, and when the public is advocating for nature, Shanghai Pechoin uses the oriental skin care concept of safe skin care to create natural, gentle and high-quality skin care products for consumers, which is an opportunity for them.

(2) Brand promotion strategy: Featured brands seize the market. It is necessary to improve and enhance various factors that affect the brand, and increase brand awareness and reputation through various forms of publicity. Consumers have a low level of understanding of Pechoin products, and have even heard of it. Although this brand has had a glorious past, it now feels like a cheap old product. Therefore, the first step is to dispel this notion.

(3) Multi-brand strategy: Multi-brand strategy was pioneered by Procter & Gamble, and P&G is also a successful example of using multi-brand strategy. A variety of different brands can attract more consumers and increase market share. Pechoin can adopt a multi-brand strategy for different target markets based on market segmentation.

2. Price strategy

Judging from the past consumption pattern of Pechoin, consumer prices need to be reformed to break through the style of low-end brands. The Pechoin brand can first be launched in China and break through the old brands. Low-end prices, open up the domestic market, set up counters in the country, improve the grade, increase the price, and comprehensively innovate the brand's packaging.

3. Promotion strategy

The most important thing in cosmetics promotion is advertising. Advertisements for brands such as L'Oreal Paris, Olay, and Maybelline can be seen everywhere, and the product concepts they promote have been deeply rooted in people's hearts. When it comes to choosing product spokespersons, they are all celebrities with fashion appeal. Shanghai Xiangyi Herborist, also a domestic brand, is worth learning from whether it uses different styles of celebrity endorsements for different product series or the intensity of advertising in major media. Therefore, Pechoin can deepen its efforts in advertising design and placement.

4. Use STP marketing to segment the market and achieve precise positioning.

First segment the entire market, then select the target market, and finally determine the market positioning. Know who your customers are. To classify customers, I want to sell products to everyone. This is a wrong marketing concept. You must position your own customer groups well. Find the customer's needs and position the selling points of the product. The selling point of the product must be unique. If someone sells a cosmetic to you and says it can "cure all diseases", no one will dare to buy it. Therefore, strategic marketing must also consider what customers consider when purchasing: (1) Can it solve my problem; (2) Can it bring benefits; (3) Can it create value.

References:

[1] Wang Guoqing. Brand Concept War: Chinese Marketing [M]. Nanjing University Press, 2007.6

[2]( United States) Philip Kotler, Kevin Lane Keller. Marketing Management (12th Edition) [M]. Shanghai People's Publishing House 2007.6

[3] Yan Bihua. Domestic beauty and skin care products are in urgent need Rebuilding consumer confidence China United Business News [J].2009.16

[4] Li Qin. On global cosmetic packaging and brand marketing strategies, productivity research [J].2009.5

[5] Zhang Jianmin, Zhang Xiaodong. Research on brand promotion strategies of local cosmetics, Daily Chemical Science [J]. 2008.9

[6] Zhou Jun. Research on female cosmetics consumption psychology and marketing strategies, China Collective Economy[J].2009.1

[7]Mark Godfrey. China Market Report[J].SPCChina, 2010(3):8-9.

[8]Guo Jun. Recovery, innovation, and transcendence[J]. China Cosmetics, 2010(2): 36-47.

[9] Wang Bingdong. China Cosmetics Market Inventory[J]..China Cosmetics, 2010(2) ：60-65 Cosmetics Marketing Research Paper Example 2: A Brief Discussion on the Marketing Strategy of my country’s Cosmetics

Abstract: The cosmetics industry is an industry that has developed relatively rapidly since the reform and opening up in my country. At the same time, it has relatively little national investment and burden. It is a relatively light industry that creates high taxes and profits for the country and a large number of job opportunities. After several years of cultivation and development, our country has become the second largest cosmetics market in Asia and the eighth largest in the world, and an industry brand competition pattern has been formed. This article first analyzes the current situation of China's cosmetics market and the marketing strategies that domestic cosmetics companies should adopt in terms of marketing.

Abstract： After the reform and opening up, the cosmetics industry in China develops relatively fast; at the same time, its investment is relatively small, and it is high profit and the resource of state revenue and creates substantial employment opportunities. After several years of cultivation and development, China has become the second largest industry in Asia, and the eighth largest cosmetics market in the world. Industry competition pattern has been formed. Firstly, it analyzes the status quo of China's cosmetics market; second, it the marketing strategy that domestic cosmetics enterprises should take. analysis

Key words: market current situation; problems; strategies

Key words: market current situation; problems; strategies

p>

CLC classification number: F713.3 Document identification code: A Article number: 1006-4311(2013)12-0165-02

1 Current status of my country’s cosmetics market

Avon is one of the representatives of China's domestic cosmetics brands with better development. During the development process, my country restricted the development of direct sales, and Avon decisively decided to transform to channel marketing. After several years of development, Avon has established a large number of brand counters and specialty stores across the country. The construction of these counters and specialty stores has allowed Avon to quickly form a huge sales network and enhance its brand influence. This has been the case for Avon for many years. One of the main reasons why it has maintained an important market share in the past.

L'Oreal acquired Little Nurse and Yue Sai successively, occupying the top position in the cosmetics market, forming a pyramid structure in the Chinese cosmetics market. In fact, when L'Oreal entered China, it had been studying and testing the future prospects of the Chinese market. In 2003, it began to make efforts. By 2005, L'Oreal fully launched a full-scale attack on the Chinese market. As the world's leading cosmetics brand, L'Oreal's goal in China is to compete for the top position in China's cosmetics market with its full coverage of high, low and mid-range products.

The advantages of cleaning companies lie in advertising advantages and brand advantages, as well as terminal construction plans and sales. The cleaning company has done a good job in seizing advantageous resources, thereby reducing its competitors and exerting great power on other domestic brands. However, we must also see that the current stability of the cleaning market is still It's a cautious attitude.

Cosmetics are currently one of the most active daily consumer goods in China. In recent years, the output value of my country's cosmetics industry has grown at an annual growth rate of around 18%.

As more and more well-known foreign cosmetics brands enter the Chinese market, competition in my country's cosmetics market becomes more intense. While enhancing their competitiveness, major cosmetics companies also need to pay attention to their own market share in a timely manner. Once the market is discovered, If there are changes, it will quickly adjust its development strategy. According to recent market survey data, Avon is the most commonly used brand in my country's cosmetics market, followed by global brands L'Oreal, Procter & Gamble, Unilever, Shiseido, etc., while there is still a big gap between some other brands and these brands. .

2. There are problems with cosmetics marketing in my country

At present, one of the main activities of the majority of beauty-loving women in China is to go to shopping malls to buy cosmetics. However, in recent years, with the rapid development of international brands, Expansion, it is difficult to see domestic brands in large shopping malls. Under the squeeze of these foreign brands, the development prospects of domestic cosmetics are worrying. Minister Li, the external publicity director of Yumeijing Group Co., Ltd., said: Although our products have some price advantages in rural areas, foreign brands are also eyeing this last market. ?The subsequent development can be imagined, and fierce competition will continue.

2.1 Foreign brands monopolize high-end products. According to a survey by an authoritative organization, in the ranking of countries in world cosmetics sales in 2007, China surpassed France and Germany and became the third largest cosmetics market in the world. Moreover, China also Has huge market potential. At the same time, among the sales data of cosmetics, cosmetics counters in mid-to-high-end shopping malls account for the overwhelming majority. The sales volume of these shopping mall counters is not large, but they account for a large part of the entire cosmetics sales. Foreign-funded enterprises and joint ventures currently account for about 30% of the total number of domestic cosmetics companies, but their cosmetics sales volume and sales account for about 60% and 40% of domestic cosmetics sales volume respectively.

　2.2 The low-end market will also not be guaranteed. As foreign brands enter the Chinese market, competition in the domestic cosmetics market is becoming increasingly fierce. The market space for domestic cosmetics companies is getting smaller and smaller, and it is only limited to the mid- to low-end market. market to compete.

　3 my country’s cosmetics marketing strategy

Based on the current status of my country’s cosmetics industry, the following strategies are proposed:

　3.1 Target marketing strategy Target marketing is mainly aimed at Specific consumer groups, through psychological research on this group of consumers, develop special marketing strategies. Therefore, in target marketing strategies, it is very important to study women’s consumer psychology.