How To Expand Business Of Korean Cosmetic Company In Shanghai-Analysis Cosmetic Cusume Habbit Of Shanghai Women-

Cosmetic industry in China has gone through20-year development, and currently, China ranks2nd in Asia,8th in the whole world. There are about5,000cosmetic manufacturers and25,000kinds of cosmetic products in the country, and the sales figure has increased by about200times compared with that in1982, the initial period of China’s reform and opening. Currently, a cosmetic market for the old and for children, and markets in farming areas are undeveloped, and especially, basic cosmetics market with medium brands has quite large potential in China, where there are800millions of farmers.This study aims to analyze the current situation of Chinese cosmetics, to suggest a plan for Korean cosmetic companies to expand their fields in China and to seek for a strategy for entering into Chinese market.This study surveyed the real condition of Chinese women’s purchasing behavior and use of cosmetics who live in Shanghai. The study result can be summarized as follows.1. When purchasing basic cosmetics, Chinese women usually use a brand shop and they select a brand recommended by a salesperson as for make-up products. They usually spend100～300yuan on purchasing cosmetics per month and they use the purchased products for average5～6months. Also, they consider skin suitability the most when purchasing basic cosmetics, while they consider the quality the most when purchasing make-up products. They get information on cosmetics from newspapers and magazines the most and usually purchase cosmetics at department stores.2. Most Chinese women use only basic cosmetics, take good care of eye make-up, and do not have much interest in popular colors or new make-up methods.3. More than half of Chinese women use imported cosmetics. The biggest reason for using those products is the quality, and the biggest exporting country is France. They prefer Shiseido the most among all kinds of imported cosmetics.4. Chinese women having experience in using Korean cosmetics accounts for26.1percent, quite low. But those who have experience in using Korean products showed relatively high satisfaction. The biggest reason for not using Korean products is lack of PR activities or advertisements.