Research On Optimization Marketing Strategy Of PMPM Brand

As China’s national economy develops faster and faster,the cosmetics industry,as an important FMCG industry,has been maintaining a rapid development trend.Also with the economic growth,a large number of foreign cosmetics enterprises entered China,they with advanced technology,abundant capital,advanced management and mature marketing model quickly occupied the majority of Chinese cosmetics market share,the traditional domestic brands gradually declined.But in recent years,with the rise of Internet technology,new domestic brands have emerged.The PMPM brand studied in this paper is a new sharp cosmetics brand established at the end of 2019,launched in early 2020,and whose annual sales volume will exceed one billion in 2021.In the early stage of development,PMPM brand can fully segment the market,accurately select the market,stage-of-peak competition,and quickly occupy a position in the market.Its development and growth are worth learning and drawing lessons from other cosmetics brands.However,despite the rapid development of PMPM brand,a careful analysis of its details reveals that there are still many shortcomings,such as its marketing methods still have room for improvement,lack of brand construction,etc.This paper studies the marketing strategy of PMPM brand.Firstly,it describes the marketing theory used in this paper,analyzes the PMPM brand company marketing strategy,this paper expatiates on its marketing strategy,sums up some problems in the process of marketing and shortcomings.Then analyzed the overall environment,development status and trend of China’s cosmetics industry,as well as the current market environment of PMPM brand,puts forward the suggestions to solve these problem,namely the complete product line and strengthen the offline channel layout:high-end product development,enhance brand image,improve the product line series,increasing body line products;Improve r&d and innovation capabilities,strengthen the efficacy of differentiated ingredients,so that consumers have a sense of new ingredients explored globally;In terms of channels,entering emerging beauty collection stores and opening brand image stores can enhance direct contact with consumers and promote brand spirit.In terms of promotion methods,new social media should be used to reach consumers,and high-tech such as virtual anchors should be used to interact with consumers,so that consumers can be personally involved and their understanding of the brand can be deepened.