A Study On LAB SERIES Brand Market Entry Strategy Of E-commerce Platform

LAB SERIES brand is the world's first professional men's skincare leading brand which is unique men's cosmetics brand of Estee Lauder's Group.It has got a certain degree of awareness and reputation with the effort of years in offline market since entering the Chinese market in 1999.However,the current sales channel of Chinese market is Sephora exclusive business mode only.It can not help the brand awareness improvement and market share expansion if always rely on a single sales channel.Therefore,the brand aimed at the rapid development of the e-commerce platform.The significance of this study is to find suitable marketing strategy for LAB SERIES brand to enter e-commerce platform after deep research and analysis.For the analysis of the external environment of the e-commerce platform,this study analyzes from the four factors about politics,economy,society and technology.With that analysis,we found that e-commerce industry has been paid close attention by all government departments which has published various laws and regulations to ensure that healthy and safe environment for sustained and rapid development.Rapid development is not only reflected in the growth rate of double-digit,but also in the contribution rate of more than one-fifth of GDP.Technology development,the abundance of goods in online market helped customers got convenient and free shopping habits,and this specific shopping habits also promote the further development of e-commerce market.There are a lot of competitors in the free and prosperous market.LAB SERIES brand is clear to find opportunities and threats in the external market through the analysis of the competitive environment.Based on the analysis of the internal environment of the brand,this study analyzes the quality of the brand through the brand management strategy,research and development capabilities,marketing capabilities and competitive advantages and disadvantages.Through the analysis,we clearly see the brand's own capabilities and strengths and weaknesses.LAB SERIES brand has a good brand background,marketing ability,and other advantages,but also has an obvious disadvantage.Through the SWOT model analysis the brand can take the advantages and opportunities,to eliminate and avoid the disadvantages and threats.Through market segmentation and market factors such as demographic conditions,consumer psychology and consumer shopping habits,we found the target market segments.Focus on the target market selection strategy,focusing on the target marketing strategy.With the market positioning method based on product differentiation,clear product positioning,and target customers.Through price,channel and promotion strategy,brand tried to attract more consumers so that to improve the brand awareness,expand market share and establish brand status.LAB SERIES brand should take international brand advantage and select the 35-50 years old white-collar elite as target customers,via celebrity endorsements,hot topics,brand image publicity and other means to improve customer awareness of the brand,and promotional gift to promote consumer behavior.And with good after-sales service and customer relationship maintenance,so that customers have a sense of belonging to the brand.Through marketing strategy,the brand provide an effective guarantee for entering the e-commerce platform with the sustained and steady development from the adjustment of the organization structure,human resources guarantee to ensure the brand in line.