Research On The Marketing Strategy Of XY Company's Skin Care Products

At present,China has been the second largest cosmetics consumer market in the world,ranking only second to the United States.Statistics show,China's retail sales of cosmetics totalled RMB299.2 billion in 2019.With the rapid market expansion,domestic cosmetics manufacturers have also developed rapidly.Quite a lot of local enterprises and brands grow fast.Gradually,some national cosmetics brands that we are proud of have stood firm in the domestic market.China is a late starter in economic construction,and the same goes for its cosmetics industry.Domestic cosmetics manufacturers didn't have a high starting point,and are used to follow and imitate European and American reputed brands in marketing,management,etc.At the moment,90%of Chinese cosmetics manufacturers are small and medium-sized enterprises(SMEs)which are more deficient in marketing and management,compared with international large enterprises.The business capacity of such SMEs plays a critical role in the level and growth of the entire cosmetics industry.Skin care products occupy the largest market segment of the cosmetics industry.The case study object chosen in this paper is XY company,a cosmetics manufacturer located in southwest China,whose products are mainly skin care products.The author will introduce business problems of small and medium-sized skin care product enterprises in a point-to-area manner,and propose constructive improvement strategies,with a view to making a contribution to the sound growth and development of China's cosmetics industry.This paper combines a variety of basic marketing theories and analysis tools,based on the 4P marketing theory,with the background of the current marketing situation and existing problems of XY company.It USES the PEST analysis model to analyze the macro environment,and combines the micro environment analysis to make a comprehensive analysis of the current marketing environment of XY company.Then,SWOT analysis is used to sort out the company's current strengths and weaknesses,opportunities and challenges,and select the appropriate marketing strategy.Then,STP theory is applied to make a clear choice and positioning of the target market,and finally,targeted marketing strategy optimization and improvement plan suitable for the current development stage of the enterprise is proposed.Based on the research in this paper,the author believes that in terms of channels,enterprises need to clearly adapt to the development needs of the new industry situation,highlight thedevelopment advantages of XY company,take channel construction as the core,implement the differentiation channel strategy of online and offline integration,and the outlet of the breakthrough lies in online channels.On the basis of the maintenance of offline channels,the channel depth is further strengthened.The products should be adjusted and extended according to the channel strategy,and the product functions should be segmented according to the target market positioning,so as to reshape the image of plain,professional and cost-effective products.Adhere to the existing product value,variety,process,technology,and other basis,with continuous iteration,constantly make the upgrade,improve,perhaps only a small step each time,but adhere to this in the long run,there will be significant results,will make a remarkable customer value.