The Marketing Strategy Of Loreal In China

These days cosmetic has been one of fast developing market, with the tremendous potential market, multitudinous international famous makeup company have been attracted to enter into Chinese market. And domestic makeup companies have improved the investment for production and market, competition in domestic makeup market has been developing severely.With the moderate strategy, Loreal has purchased 3 brands of in Chinese marketMaybelne, yuesai, Mininurse successively, enriched its own production structure constantly, perfect its own brand strategy. Its sales amount has been increased by degrees and years, create new record successively, its sales growth ratio in China has been one of first level within global market.Its success due to two factors ,one is its accurate market strategy and the other is pushed by economic developing in China,Firstly, it took 20 years to enter Chinese market after investigating and studying Chinese market. In 1979 it established its subsidiary in HongKong, and began to study the market in China one year later. It established Chinese business construction to study Chinese market specially and timely in Paris. Through market analyse for ten years as well as , Chinese service department within subsidiary in Hongkong began to develop into China mainland. In 1996 it built its joint venture with Suzhou Hospital and new plant at industrial area in Suzhou. In 1997 it established its China branch in Shanghai. The new plant at Suzhou at Suzhou industrial area was completed and invested to launch two years later。 After groping for 20 years, it began producing and selling at local market in China.