for Young people : Ceci, Vogue girl, Elle girl, Nylon, Dazed & confused
Overseas expansion of Korean magazine
CECI CHINA
Publishing first issue in Korea in 1994
Launching CECI CHINA in 2008
Catchphrase : ‘FROM KOREA TO ASIA’
- Becoming popular in China market
- Delivering Korean fashion and
beauty and Korean stars
- Leaping to Asian Trend magazine
The Korean consumers prefer to have a SIMPLE and QUICK process
2. Collectivism plays an important role in Korean society
3. The Korean companies are on rising tendency at
foreign countries. -Lots of OVERSEA BRANCHES
4. Every consumer prefers to buy cheap product than expensive product.
5. Korean consumers show sensitive reaction to pe
III. Overseas Chinese Capital in East Asian Region
1. Hong Kong
The population of Hong Kong is about 6.3 million and 98% of it is Chinese with 90% of them are from Guangdong province. The external structure of large corporates in Hong Kong seems to be westernized but the internal look shows rather family-oriented management system. Until 1988, ten family-owned companies dominated about 54
Korean market. They note that Korean customers tend to prefer foreign brands so they can convey a sense of having a high social status.
2. Analysis of ZARA
1) Introduction of ZARA
① The history of ZARA
1963~1974 Foundation of Amancio Ortega Gaona INTITEX
1975 Open the first ZARA store in Spain
1976~1984 Spreading the ZARA store in the main cuties of Spain
1985 Overseas expansion
Korean and Thailand.
5)a present condition of cosmetics market
-The condition of market in Korea
Because of relaxation of regulations like an allowance for foreign cosmetic and complete opening of market, the major brand-name manufacturers have invaded into the Korean market. They are focusing on the overseas marketing. Mainly, they have made efforts of Mapanding their market to the Asian r