Study On Private-brand’s Development Strategy Of JMEI

The cosmetics industry is one of the most fierce consumption in China. now ithas already shifted from luxury to thenecessities.The explosive growth of the E-business accerlated the cosmetics competition.Forits clear characteristics suitable for online sales:the shorter supply chain, the youngercostomers, brand influence, high repeat purchase rate. But the pricing right lies inthe hands of foreign brand. For the more profits,and to obtain price makingrights, e-platform will actively develop private brand and put it on the strategicposition.JMEI，which was the cosmetics vertical platform leader,had put the privatebrand as the core of the future.This paper attempts to apply themodern brand management theories to its private brand development practice, in orderto found the way how to improve the competitiveness of private brand commetics.The first part say the Chinese cosmetics market especially the status anddevelopment trend of private brand e-business;The second part introduced theories:Private Brand theoriey,Big data theoriey, Potter’s five forces model, SWOT analysisand IFE and EFE matrix method;The third part analysed the competitiveness ofJMEI’s private brand through the research of Potter’s five forces model;The forth partput forward the JMEI brand competition strategy though SWOT;The fifthpart through IFE and EFE matrix analysis, judged the SO strategy is the beststrategy of private brand to enhance the competitiveness of the JMEI;The sixthstep, put forward JMEI3final solutions to enhance the competitiveness of itsprivate brand though the decomposition of SO strategy;The seventh partsummarizedthe papaer and put forward the future.This paper focused on the combanation of mordern brand management theorisand modernown cosmetics brand management of e-business.And in the era ofe-commerce, found a suitable way of private brand cosmetics ofe-business development and provided the sustainable development pattern.