Research On The Marketing Strategy Of X Company's Water Light Needle Product

With the evolution of consumption habits of medical cosmetology,consumers’ preference has gradually shifted from cosmetic surgery to anti-aging skin and micro-plastic injection.Accordingly,dermal and injectable cosmetic treatments have become more popular,driving the development of anti-aging skin and injectable micro-cosmetic treatments.As an "entry level" cosmetology and skin product,skin-booster has a very broad market prospect,and its sales scale is expected to exceed 20 billion RMB by 2025.With the continuous expansion of the terminal scale of skin-booster products,the industry has long existed more non-compliance phenomena.In view of the illicit market in the medical cosmetology industry,the national control policy is increasingly tightened.In March 2020,the National Medical Products Administration issued an announcement on part of the Catalogue of Medical Devices Classification: skin-booster products are clearly regulated according to the three categories of medical devices.It can be seen that the improvement of compliance is the core of medium-and long-term policy supervision of China’s medical cosmetology industry.According to the development layout of X Company,skin-booster products are the strategic priorities of the company,and as one of the main breakthroughs of business growth,the sales volume of the first half of 2022 is 208 million RMB,down 5.5% year-on-year.Meanwhile,the sales volume of H Company’s skin-booster products in the same period was 643 million RMB,with a year-on-year growth of 35.1%.In the face of the strengthening of national regulation,fierce market competition and changing consumer demand,how to expand the market share of X Company’s skin-booster products and the performance burst out new growth vitality,X company has high expectations for skin-booster products.Through the comprehensive application of STP,4C marketing theory,PEST analysis,Porter’s Five Forces Model analysis,SWOT analysis and the knowledge system of related fields,this paper analyzed the marketing strategy of X Company’s skin-booster products in the Chinese market,collected and analyzed key data.This paper would be put forward the valuable product marketing strategies applied for X Company’s skin-booster products,so as to improve marketing level and sales performance.