A Study On Strategic Choices Selection For George Jensen's Household Products Entering The Mainland Market

George Jensen home products,which belongs to an important category developed in Recent years under the George Jensen brand,which have also achieved good results in the Mainstream market like Europe.whether in the design or functionality have been Greatly recognized by customers.The Chinese market,as a huge market for high-end household products,has a large Number of middle-class consumers,and George Jensen naturally will not pass up the Opportunity to develop the Chinese market.George Jensen's headquarter has also given Great resources to the house ware business in China.Household products firstly entered to China market through franchisers at the year of 2010,and then around 2015 Georg Jensen Has set up professional sales companies and supply chain management companies in China.In order to develop and expand the Chinese market,George Jensen sales company In China has adopted a series of traditional marketing strategies,such as traditional Advertising and the establishment of a customer experience center,in view of the Characteristics of household products.In the core of the first-tier cities to set up flagship Stores,etc,but in China,the situation has not been improved,market share and brand Awareness has not been expected to significantly improve,the company's investment in the Chinese market and production output do not match.We analyzed a series of promotional actions of George Jensen's household products in The Chinese market.and using the business model canvas tool to analyze the problems Existing in the elements of the current business model and tries to sum up the reasons for The arrested development in the Chinese market.In response to these questions,and in Order to reverse the adverse situation of George Jensen's household products in the Chinese market,so as to achieve an increase in sales in the Chinese market,so we have Worked out some optimized marketing strategies which Mainly includes firstly,in the Brand promotion,we should not only rely on traditional Advertising,but also pay more Attention to the use of new media tools to promote the brand from different aspects;Secondly,from the sales channel,Efforts should be made to establish a new retail system With an organic combination of online sales and offline retail,with different sales Channels supporting and transforming with each other;lastly,product development and Design strategy should be closer to the actual needs and using habits of Chinese Consumers.