1. KoreanWave Phenomenon
The KoreanWave is a phenomenon sweeping through Southeast Asia and China. Intensified by the sudden surge in Korea's national image brought on by the 2002 FIFA World Cup, the KoreanWave started with the rising popularity of Korean pop stars such as Ahn Jae-wook. More recently it extended to a boom in Korean-made TV dramas such as Winter Sonata and Autumn in My Heart,
Thus, our team decided to study about cosmetic market in China. We found that foreign companies like L’Oreal, Procter & Gamble Co and Shiseido have large portion of the China’s cosmetics market share while Korean companies have little portion of that. However, Korean beauty products also have high quality and Chinese people are favorable to Korean products. In other words, it is hard to under
2. Introduction of ‘The Face Shop’
1) Introduction
The Face Shop is one of the successful domestic cosmetic brands which had accomplished the top sales in cosmetic department with the main marketing concept of the “nature” not artificial. As we are all aware of, the catchphrase of The Face Shop is “Natural Story.” They supply their natural plant extract products as reasonable pr
market, 2009 80%, Europe and the United States imported brand, such as seizure.
-A representative of foreign brand AUPRES, LOREAL, CLINIQUE, LANCOME, SHISEIDO, DIOR, etc.
-Tint cosmetics is the foreign brand and Koran brands each have seized by halves. Cleansing products, rather than Chinese brand.
(2) Korean low cost brand popularity, price and high quality satisfaction
- China consume
market segment into groups according to Country-based classification. Considering all the rice-culture countries in East Asia, China, Japan, Vietnam, Taiwan, and so on, we came to a conclusion that China is the most attractive market with huge potential due to its increasing middle class population, the influence of the Koreanwave and the increasing awareness of the people on well-being and diet