[국제경영] 로레알 중국시장 마케팅전략(영문)
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- 2010.08.31 / 2019.12.24
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추천 연관자료
- 목차
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I. Introduction : L’Oréal
II. Overview of the cosmetics market in China
1. Huge market potential
2. Principal market drivers
2-1. Strong economic growth and growing awareness of personal well-being
2-2. The fast expanding rural market
2-3. The rise of the middle-class
3. Increasing brand awareness
4. Market players
4-1. Foreign players
4-2. Domestic players
III. Case Analysis - L’Oréal china’s marketing strategy
1. Cultural orientations and Marketing strategies
2. 4P analysis
2-1. Product
2-2. Price and Place
2-3. Promotion
3. Pyramid Brand Structure
4. Localization of L’Oréal China
4-1. Local Product
4-2. L'Oréal Pudong R&D Center
4-3. Chinese employees
4-4. Smart Human Resources
4-5. Social Responsibility
4-6. Local acquisitions
5. The Acquisitions
5-1. Why acquisition?
5-2. Mininurse
5-3. Yue-sai Kan
6. Distribution
6-1. Distribution Outsorcing
6-2. Department store
6-3. Independent Boutiques
6-4. Different number of shops according to the class of brands
Ⅳ. Discussuion
Ⅴ. Appendix
- 본문내용
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Mainland people are now better-educated, better-paid and they attach more attention to fashion and their personal image. They not only focus on improving basic living conditions, but are also keen to enhance their overall quality of life. Their increasing awareness of health, hygiene and appearance has made cosmetic products one of the consumption hotspots.
In fact, the pursuit of beauty and health is no longer confined to young women only. Cosmetic products are gaining popularity among men, children and the elder people. The cosmetics market is getting bigger and bigger embracing consumers from all ages and from all walks of life.
2-2. The fast expanding rural market
Currently, rural income remains low and the cosmetics market growth is mainly led by urban consumption. With 62% of the national population, the rural residents made up only 34.1% of the total retail sales of consumer goods in 2004. Boosting rural economic development and consumption have always been the Central Government’s main concerns. To raise farmers’ income and to accelerate agricultural development, several measures and polices, such as reducing or abolishing agricultural tax and granting more subsidies to farmers for crop production, have been implemented in recent years.
It is expected that, in the coming future, significant improvements will be made in respect of farmers’ income and distribution efficiency, which will encourage rural consumption and unleash the huge potential of the vast rural market.
2-3. The rise of the middle-class
A rapidly growing middle class has emerged. According to the National Bureau of Statistic of PRC (NBS), middle class refers to those with annual household income of 60,000 yuan (USD 7,230) to 500,000 yuan (USD 60,240). This group of people has stable income, can afford private-owned houses and cars, and have extra money to spend on beauty goods, holiday and education. They have higher expectations than other consumer groups and pursue a life with “style and taste”. Generally speaking, they demand a better shopping environment and higher product quality. They are also brand-conscious and less price-sensitive. Many of them are employees of multinational firms.
3. Increasing brand awareness
After decades of robust economic development and market opening, cosmetics market in China has undergone tremendous changes. It has evolved from an underdeveloped market to a market in which consumers have strong brand preference. Nowadays, decades after the reform program was first implemented, Mainland consumers, with increasing product knowledge and surging purchasing power, are more sophisticated and value-oriented. Instead of looking solely for low prices, they place strong emphasis on product quality, functions and branding. Branded products, having an up- market image in terms of style, product quality and safety, have become priority choices for consumers.
4. Market players
4-1. Foreign players
Multinational enterprise cashing in and dominating premium market
The lucrative cosmetics market in China has been attracting many multinational enterprises. At present, most major multinational brands are available in major cities. These enterprises mainly target at the most developed cities and have been dominating the premium market. Owing to the relatively high pricing, higher operation costs, and lack of local knowledge of the highly fragmented Mainland market, foreign players have yet established significant presence in the mass market and in second- and third-tier cities.
Sources of products
Foreign cosmetic products sold on the Mainland can be basically classified into three types: imported, self-manufactured by foreign brand owners and produced by local OEM factories. The imported goods are mostly premium products of famous international brand
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