Research On Brand Strategy Of Cosmetic Brand FR In European E-commerce Market

In recent years, with the raises of the RMB’s exchange rates, raw materials’ domestic prices and domestic labor costs, among other factors, the international price advantages that Chinese manufacturers had continues to weaken, resulting the transformation of small and medium manufacturers to find a new way out. To bring additional value to their products, many manufacturers are beginning to create their own brands. While the Internet, which is developing at a high speed, provides those manufacturers with possibilities of branding operations multinationally.FR is exactly such a typical brand founded in this environment. The problem is, for small and medium brands like FR, there’s a lack of experiences and theories in administrations they can learn from at the initial stage of the brands. Consequently, FR was faced with bottleneck in development5years after it’s established.Based on customer survey data, this essay is to find out what are behind this bottleneck in FR’s brand development, by analyzing FR’s branding process macro and micro environment-especially by analyzing the brand elements.More importantly, FR needs to rebuild its brand strategies, definite its brand position, and reconstruct its image, so as to come up with the corresponding tactics in brand expansion, targeting consumer group’s characteristics.This will finally get FR out of the problems it’s facing and lead it to another level, that is, the success of implementation in smooth continuous branding strategies.Another theme for this essay is to set up brand management and maintenance for FR, as well as guiding it to brand extension in a new way.FR started early enough to collect sufficient data information and experience for reference about multinational brand’s network operations. According to its own administration process, FR also managed to sort out, sum up and introduce to people the network propagation channels it developed and built up on.This article hereby will present some of the mistakes starters committed the most during their initial operation stages. With all the helpful experience, people can avoid that and will be able to develop their brands easier in the first running.