| In the context of the "appearance economy" and "face-seeing era",with the increase of per capita disposable income,the concept of professional and refined skin care is deeply rooted in the hearts of the people,and the domestic cosmetics consumption is rapidly rising.In 2020,the total retail sales of my country’s cosmetics market will be 340 billion yuan,making it the second largest cosmetics consumer in the world.In the past two years,under the background of the Internet + economic model and the epidemic situation,domestic cosmetics have ushered in opportunities,and the development momentum of my country’s domestic cosmetics has improved.At present,there are more than 5400 licensed cosmetic manufacturers in my country.Yunnan Botanee Biotechnology Group Co,Ltd.was established in 2010,mainly engaged in the research and development,production and sales of sensitive skin care products,make-up products and medical device products.It has a recognized national high-tech enterprise and an innovation team of the Ministry of Education,and has strong independent research and development capabilities.The effectiveness and safety of the products are widely recognized by consumers and dermatology professionals.The author believes that Botanee is a representative company among domestic cosmetic companies.It started late and developed rapidly.Its Winona brand has won the Tmall Golden Makeup Award for three consecutive years from 2018 to 2020,and has great potential for development.Compared with foreign cosmetic brands,my country’s domestic cosmetics have less long-term investment in research and development,lack of competitive advantages,and have a weak ability to seize the high-end market,emerging brands start late,enter the market for a short time,and have low consumer recognition.Botanee needs to find her own problems and deficiencies,and make up the gap with well-known cosmetics at home and abroad,in order to truly become the "light of domestic products".This paper takes Botanee Company as the research object,uses the literature research method to consult a large number of literature materials,and analyzes the domestic and foreign marketing strategy theory and cosmetics research status.The relevant data of Botanee and other representative companies in the cosmetics industry were collected and analyzed for comparative analysis.Use PEST theory to analyze the macro environment of Yunnan Botanee,use Porter’s five forces model to analyze the cosmetics industry environment,and use SIVA theory to analyze the development status of Botanee from four aspects: solution,information,value,and approach,pointed out that Botanee has problems such as incomplete product line,insufficient packaging innovation,rich consumer education content,lack of customized solutions,inhumane search interface,limited attractiveness of incentive measures,and excessive reliance on online channels.Cause Analysis.On this basis,use SIVA theory to formulate marketing strategy optimization countermeasures.The specific optimization strategy is: to form differentiated advantages by enriching product categories,and to differentiate product packaging,to provide consumers with customized solutions,to integrate consumers’ online information contact points,to actively divert traffic to increase private traffic,to take member incentives,and to improve customer service.The relationship between customers,increase customer loyalty,and finally follow the "5A" path to combine online and offline to create an omni-channel operation model to achieve the purpose of improving consumer shopping experience and expanding brand influence. |
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