A Study On The Entry Strategy Into Chinese Natural Cosmetic Market Of Korean Company

Since recently the well-being life has become new trend in Chinese consumer so ciety,there are growing needs of natural cosmetic in Chinese market.Up to now man y Korean cosmetic companies have entered to Chinese natural cosmetic market,but A more Pacific Group's natural cosmetic brand “Innisfree” is showing outstanding results above all.Therefore this study has focused on Innisfree's successful entry strategy to Chinese market and analyze its main success factors.The study is mainly divided into four parts.Firstly,analyze market situation and consumer expenditure patterns by mainly referring to academic essay and research rep orts.Secondly,conduct a study on few cases of companies which successfully entered to Chinese natural cosmetic market.Thirdly,by using SWOT analysis and analyzing S TP strategy and localization strategy,conduct a study on understanding of reasons wh y Innisfree made good results in Chinese market.Lastly,provide meaningful insights f or Korean companies by analyzing above all this strategies.By studying market situat ion,consumer analysis,competitor analysis and success case analysis of Innisfree,sev eral meaningful results are derived.When Korean firms enter to Chinese market,they should create differentiated brand image and consistently mange it;find niche market;develop a new distribution business;put a lot of effort into SNS marketing;and establ ish a long-term localization strategy.Hope that this study will provide basic information about Chinese natural cosmeti c market and be useful to establish effective entry strategies for Korean companies.A nd to conclude,this study will contribute for Korean firms to make successful results in Chinese market.