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

Research Article
Open access

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

Qi Zhao 1*
  • 1 Zhejiang Yuexiu University    
  • *corresponding author 1084323048@qq.com
Published on 13 September 2023 | https://doi.org/10.54254/2754-1169/21/20230243
AEMPS Vol.21
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-915371-85-0
ISBN (Online): 978-1-915371-86-7

Abstract

With the rapid development of the domestic economy, China's cosmetics industry has maintained a steady growth momentum, and domestic beauty brands such as Florasis have been loved by a large number of consumer groups. This paper conducts a SWOT analysis on Florasis's current situation and target consumers, so as to specifically analyze Florasis's current marketing strategy. It can be concluded that, with unique brand positioning and safe product ingredients, Florasis is good at using the advantages of network marketing and promotion to make up for its disadvantages in operation and management. By grasping the blank market of oriental classical beauty makeup and using the marketing strategy of online and offline simultaneous promotion such as star effect, IP joint name, and KOL promotion, Florasis enhances its brand awareness and will open up overseas markets in the future.

Keywords:

Florasis, SWOT analysis, marketing

Zhao,Q. (2023). Research on the Development of Beauty Brand Marketing Based on SWOT Analysis: Taking Florasis as an Example. Advances in Economics, Management and Political Sciences,21,123-129.
Export citation

References

[1]. Li, B.: Research on Marketing Strategy of Chinese Domestic Cosmetics Based on Female College Students’ Consumption Characteristics. In 2021 6th International Conference on Social Sciences and Economic Development. Atlantis Press, 421-425 (2021).

[2]. Duan, Y.: Developing Strategies of Chinese Cosmetics Industry. In 2022 7th International Conference on Financial Innovation and Economic Development. Atlantis Press, 1062-1067 (2022).

[3]. Liu, J., Liu, Y., Zhao, L.: The Enlightenment of Florasis (Huaxizi) Market Behavior.

[4]. Ye, Z.: Analysis of Marketing Strategy and Sales Model in the Chinese Cosmetics Industry. Highlights in Business, Economics and Management 2, 164-168 (2022).

[5]. Muchardie, B.G., Yudiana, N.H., Gunawan, A.: Effect of social media marketing on customer engagement and its impact on brand loyalty in caring colours cosmetics, Martha Tilaar. Binus Business Review 7(1), 83-87 (2016).

[6]. Mohammed, N.B.A., Medina, I.G., Romo, Z.G.: The effect of cosmetics packaging design on consumers' purchase decisions. Indian Journal of Marketing 48(12), 50-61 (2018).

[7]. Yang, L., Meng, W., Li, Y.: Marketing Strategies of Chinese Cosmetic Brands in Local Market. In 2021 3rd International Conference on Economic Management and Cultural Industry. Atlantis Press, 3130-3138 (2021).

[8]. Marjerison, R.K., et al.: The impact of social media influencers on purchase intention towards cosmetic products in China. Journal of Behavioral Studies in Business (2020).

[9]. Bao, Q., Ran, X.: Marketing Strategies of Short Beauty Videos on Douyin. In 2022 5th International Conference on Humanities Education and Social Sciences. Atlantis Press, 3160-3169 (2022).

[10]. Wu, Y.: Key Opinion Leader Marketing Used by Chinese Makeup Brands. In 2022 8th International Conference on Humanities and Social Science Research. Atlantis Press, 1783-1789 (2022).

Cite this article

Zhao,Q. (2023). Research on the Development of Beauty Brand Marketing Based on SWOT Analysis: Taking Florasis as an Example. Advances in Economics, Management and Political Sciences,21,123-129.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

Disclaimer/Publisher's Note

The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of EWA Publishing and/or the editor(s). EWA Publishing and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.

About volume

Volume title: Proceedings of the 2023 International Conference on Management Research and Economic Development

ISBN：978-1-915371-85-0(Print) / 978-1-915371-86-7(Online)
Editor：Canh Thien Dang, Javier Cifuentes-Faura
Conference website: https://2023.icmred.org/
Conference date: 28 April 2023
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.21
ISSN：2754-1169(Print) / 2754-1177(Online)

© 2024 by the author(s). Licensee EWA Publishing, Oxford, UK. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license. Authors who publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See Open access policy for details).

References

[1]. Li, B.: Research on Marketing Strategy of Chinese Domestic Cosmetics Based on Female College Students’ Consumption Characteristics. In 2021 6th International Conference on Social Sciences and Economic Development. Atlantis Press, 421-425 (2021).

[2]. Duan, Y.: Developing Strategies of Chinese Cosmetics Industry. In 2022 7th International Conference on Financial Innovation and Economic Development. Atlantis Press, 1062-1067 (2022).

[3]. Liu, J., Liu, Y., Zhao, L.: The Enlightenment of Florasis (Huaxizi) Market Behavior.

[4]. Ye, Z.: Analysis of Marketing Strategy and Sales Model in the Chinese Cosmetics Industry. Highlights in Business, Economics and Management 2, 164-168 (2022).

[5]. Muchardie, B.G., Yudiana, N.H., Gunawan, A.: Effect of social media marketing on customer engagement and its impact on brand loyalty in caring colours cosmetics, Martha Tilaar. Binus Business Review 7(1), 83-87 (2016).

[6]. Mohammed, N.B.A., Medina, I.G., Romo, Z.G.: The effect of cosmetics packaging design on consumers' purchase decisions. Indian Journal of Marketing 48(12), 50-61 (2018).

[7]. Yang, L., Meng, W., Li, Y.: Marketing Strategies of Chinese Cosmetic Brands in Local Market. In 2021 3rd International Conference on Economic Management and Cultural Industry. Atlantis Press, 3130-3138 (2021).

[8]. Marjerison, R.K., et al.: The impact of social media influencers on purchase intention towards cosmetic products in China. Journal of Behavioral Studies in Business (2020).

[9]. Bao, Q., Ran, X.: Marketing Strategies of Short Beauty Videos on Douyin. In 2022 5th International Conference on Humanities Education and Social Sciences. Atlantis Press, 3160-3169 (2022).

[10]. Wu, Y.: Key Opinion Leader Marketing Used by Chinese Makeup Brands. In 2022 8th International Conference on Humanities and Social Science Research. Atlantis Press, 1783-1789 (2022).

For authors
Guide for authors Policies for authors Aims and scope Subscription Open access policy
For editors
Policies for editors Editorial board
For reviewers
Policies for reviewers Privacy policy

Cookies are used by this site.
Copyright © 2024 EWA Publishing, its licensors, and contributors. All rights reserved, including text and data mining, AI training, and similar technologies.