Study On Marketing Strategy Of Cosmetic Products For INT Company

In recent years,with the rapid growth of China's economy,China cosmetics consumption has risen rapidly.From 2009 to 2018,the annual growth rate achieved 9.9%.In 2018,the overall market size of China's cosmetics is 410.2 billion yuan.The prosperity of cosmetics consumption has driven the rapid development of relevant cosmetics manufacturing enterprises,by end of 2018,there are 4456 enterprises which has been award cosmetics production licenses,including more than 2000 OEM / ODM cosmetic enterprises,and the output value of the whole industry was nearly 50 billion Yuan.Meanwhile being with the rapid development of Internet E-commerce in China,like Tmall,JD etc,E-commerce online channels starts to replace traditional offline channels.The emerging Internet marketing mode ask for higher requirements for OEM /ODM enterprise,such as production and manufacturing,innovation and marketing.INT Company is one of the few wholly foreign-owned cosmetics OEM enterprises in China and one of the largest cosmetics OEM enterprises in the world.It has been long-term cooperate with the top 30 cosmetics brands in the world.However,in recent years,with the rapid development of domestic OEM / ODM cosmetics industry and the rapid rise of E-commerce,the consumer market goes deeper,the new generation accept the domestic brands which ask for higher requirements for the R & D,manufacturing and innovation capabilities of the whole domestic cosmetics industry.The gap between foreign OEM / ODM cosmetics enterprises and domestic enterprises is gradually decreasing,and even has been exceed foreign enterprises in some specific fields,however,INT China failed to make timely adjustments due to various conditions,which directly impact to the sales growth since 2018,which is far below the average level of competitors and the whole industry.At the same time,loss some KA client.Firstly we define cosmetics,introduce the theoretical basis of marketing strategy,and explain the general situation of INT Company,and then adopt STP and 4Ps to analysis the current marketing condition of the company.Through the detailed analysis of the marketing environment of the company and the explanation of the marketing dilemma the company is facing,proposed the optimization suggestions of marketing strategy and combination strategy and the corresponding regulations and measures,this study will help the regional management team of INT company to make an accurate judgment on the current difficulties condition,propose practical solutions,ensure the achievement of strategic objectives,and also provide reference for other domestic OEM / ODM enterprises to make decisions.With the continuous development and upgrading of Internet technology,the large-scale application of 5G technology and the rise of webcast,how to adjust our marketing strategy to meet the needs of the market and clients.