Research On Southeast Asia Marketing Strategy Of Yuwell Home Care Medical Equipment

Since the outbreak of COVID-19 in early 2020,the sales volume of Yuwell Medical Equipment Co.,LTD.(hereinafter referred to as Yuwell)in Southeast Asia increased from 100 million RMB in 2019 to 285 million RMB in 2020.As of December 31,2022,the order amount was 435 million RMB.Over the past two years,the sales of Yuwell products have grown rapidly in Southeast Asia.As the most valuable enterprise in the domestic family medical sector,the domestic sales of Yuwell have achieved steady growth in the past few years.With the outbreak of the novel coronavirus epidemic,Yuwell’s overseas business sales have also increased rapidly,and its brand awareness has also risen rapidly.Yuwell needs to take this opportunity to complete the expansion of products overseas.Southeast Asia region as the forefront of the overseas expansion of Yuwell,Yuwell needs to compete with the international first-line brand Omron,Philips,Roche and other international wellknown brands in Southeast Asia.Yuwell needs to explore and develop a complete set of sales strategies,precise segmentation and positioning of the market,innovative sales strategies,enhance the brand influence of Yuwell in overseas.In this research background,this paper takes the Yuwell market in Southeast Asia as the research object,first introduces the current status of Yuwell market in Southeast Asia.Secondly,the macro environment of Yuwell in Southeast Asia is analyzed from four aspects through PEST theory,and the competitiveness of Yuwell is analyzed from the internal environment.Porter’s five forces model is used to analyze the company’s industry competitive environment,and SWOT theory is used to analyze the threats,opportunities,advantages and disadvantages in Southeast Asia market.Finally,the STP target market theory was used to analyze the market segments of Yuwell in Southeast Asia,positioning the target market of the product,and achieving the purpose of increasing sales.This paper is based on the sales status of Yuwell in Southeast Asia,starting from the current environment of Yuwell,combined with 6P theory,from the product,price,channel,promotion,public relations,political rights six aspects of the analysis of the existing problems and causes,combined with the actual situation of Yuwell in Southeast Asia to put forward the optimization strategy.To develop feasible sales strategies for the home medical environment in Southeast Asia,the purpose is to make the marketing strategy implementable and practice the theory with practical actions.From the marketing promotion to the customer after the purchase of after-sales protection,so as to realize the brand value improvement and scale expansion,so that Yuwell brand in Southeast Asia deeply rooted in the hearts of the people.It is hoped that this paper can effectively solve the marketing problems existing in the market of Yuwell in Southeast Asia,improve the sales of Yuwell in the market of Southeast Asia,and also hope that this paper can provide reference for other manufacturers in China.