JL Group MS Brand Positioning

With the deepening of China's reform and opening up,companies are facing fierce competition if they want to gain competitive advantages in the Chinese market.For a long time,the concept of branding has not received enough attention from Chinese companies.When consumers purchase products,they believe that product quality is the first one.Enterprises based on this tendency of consumers to buy,strive to build product quality,that as long as the quality is excellent.Consumers will pay for it.In fact,the brand not only explains the quality of the product but also guarantees the credibility of the company.Brands play a crucial role in guiding consumer purchasing behavior.Cosmetics have also become part of people's important expenses.According to national statistics,China has become one of the largest cosmetic markets in the world.However,in the face of high demand for cosmetic products,a large number of domestically-made cosmetics companies are facing embarrassing situations of high investment,low profits,and low consumer brand recognition.Traditional cosmetics companies want to continue to grow and expand.occupy more shares and advantages in the fierce market competition,not only in the new environment,according to market demand,consumer preferences and other factors for business model transformation,but also more Pay attention to the scientific positioning of its own brand and reasonable promotion.This article takes the MS brand of JL Group as the main research object.Firstly,it reviews the related theories of brand positioning,consumer behavior related theories,and provides the theoretical basis for analyzing the following consumer questionnaires by sorting out related documents;secondly.we introduce the JL Group and The overview of the MS brand analyzes the history.current status and trends of domestic skin care products.The purpose is to understand the market status of consumer demand and analyze the issues faced by the MS brand through relevant environmental factors.The fourth part is based on the MS brand's own products and consumption.The behaviors and major competitive products were investigated in three aspects.The SPSS statistical software was used to describe the descriptive analysis and cluster analysis of the survey results.In combination with SWOT analysis,the MS brand's strengths,weaknesses,opportunities,and threats were defined.The fifth part is based on the STP theory and research results of the MS brand market segmentation,combined with the analysis of consumer characteristics,based on the company's product selection of the target market.Finally,on the basis of understanding the major competitive brands,the MS cosmetics were specifically proposed in several aspects such as the differentiation of MS brands,customer differentiation,product differentiation,price differentiation,and channel differentiation.Brand new brand positioning.