A Study On Daily Use Product Marketing Strategy Of Small And Medium Cosmetic Enterprises

As the nation's market-oriented economy is getting mature day by day, and the economic integration pattern of global market is being formed, the competition of domestic cosmetic market is becoming intensive. For the current domestic cosmetic market, middle to high end is pretty much taken by either the foreign owned or jointed venture companies; only the low end market is shared among a couple thousands of small domestic Chinese enterprises. Therefore, to study the marketing strategy of those enterprises is essential for those companies to stay alive and grow.This article states that brands are the central concept of an enterprise to compete in the market. The future sales will lie in the war of brands, and that brand advantage will present enduring competitiveness. The strength of brands for any cosmetics companies is the sure bet of sales and profit. Meanwhile, the pioneering role corporate culture plays in the enterprise sales strategy is proposed, corporate culture is the ultimate concept and creed commonly held by its associates. In addition, corporate management is the decisive force leading corporate culture, and such force dictates the viability of the company as well as the lifespan of the products. Under the guidance of the right sales strategy and in combination with the current state of the nation's cosmetics market, advice is given in sales pattern, channel selection, channel building, attraction and innovation of investment, and discriminating market operation and end sales strategy, etc.. In particular, a lot of practical means on small scale end sales channel building and terminal sales strategy are provided for small and medium scale cosmetics companies. Finally, sales example of Beijing Beauty Cosmetics Limited Company further verifies the above theory.On the basis of my accumulated experience in the cosmetics line sales work in combination with qualitative and quantitative methods, and with reference to the latest sales ideas abroad, this article explores research on the sales strategies for our small and medium scale cosmetic companies and provides some market operating schemes on the theoretical foundation and built on practice. Such schemes provide reference for decision making personnel of our small and medium scale cosmetics companies, and provide valuable reference for cosmetics sales theory researchers in in-depth discussion of sales strategies in the country's cosmetics market.