Research On The Marketing Strategy Of J Cosmetics Chain Company’s Own Brand Products

Cosmetics,as an indispensable daily product for women,have become the most important part of China’s consumer economy.With the deepening of reform and opening up,China’s economy continues to develop,with a significant increase in per capita national income.With the rise of domestic brands brought about by national confidence and cultural confidence,China’s cosmetics market has ushered in broad development space,and domestic cosmetics brands have also accelerated their development.According to data from the National Bureau of Statistics,the total retail sales of cosmetics in China in 2021 were 402.6 billion yuan,a cumulative year-on-year increase of 14%.Private brand,as an important way for modern retail enterprises to create differentiated products,form core competitive advantages,and enhance consumer loyalty,is also rapidly growing.Domestic retail enterprises are increasingly attaching importance to the development and development of their own brands,and hope to increase market share and promote the transformation and upgrading of the retail industry through the development of their own brands.However,in the face of increasingly personalized and diversified consumer demands,how to develop and develop their own brands has also become an urgent problem that retail enterprises need to solve.This article applies relevant theoretical knowledge of marketing to analyze the current situation of J Cosmetics Chain Company,the largest domestic cosmetics retail chain,in terms of its own brand.It also studies the marketing strategies of its own brand products,points out the marketing strategy problems of J Cosmetics Chain Company’s own brand products,and proposes reasonable and effective improvement suggestions.After analysis,it is found that in terms of marketing strategies,there are problems such as insufficient research and development capabilities for core products,unclear price advantages,a lack of online channels,and a lack of up-to-date promotion methods.It is recommended to develop new products with core competitiveness,enrich product lines,strengthen price advantages for private brands,diversify channel layout,and conduct comprehensive promotion and promotion by introducing new products.Resources should be integrated in a timely manner,and training and management should be strengthened Enhance the degree of specialization in the service process,while implementing guarantee measures from production,quality,and other aspects to cope with fierce market competition,so that private brands can take on the responsibility of rising local brands.I hope that the above improvement strategies can substantially help J Cosmetics Chain Company develop its own brand,enhance its brand awareness,create core competitiveness of its own brand,increase market share of its own brand products,and provide assistance and reference for other local retail enterprises when formulating their own brand product marketing strategies.