Research On Marketing Strategy Of Huaxi Biological Products

In the past few decades,China’s economy has developed at a high speed,and the people’s living standards have gradually improved,People have begun to pursue high-level spiritual needs,including appearance.The Internet has also driven significant changes in people’s lifestyles and aesthetic concepts.Under the combined influence of all these factors,the attention of Chinese people to their own image has given birth to the world’s second largest cosmetics market,with a scale of hundreds of billions of yuan.However,compared to developed countries such as the United States,Japan,and South Korea,the consumption amount of China’s consumer group is still at a low level,with great room for improvement.In the domestic skincare market,the high-end market is dominated by international brands,while domestic brands are mainly concentrated in the low-end market.In recent years,with more and more beauty bloggers and KOLs(opinion leaders)popularizing effective skincare products on the internet,some consumer groups have shifted their preferences towards pursuing technological and professional skincare products.In recent years,local brands have utilized product structure and functionality to segment the market,continuously growing through marketing methods that are close to young people,and have begun to move from the low-end market to the mid to high-end market.A number of local skincare brands have emerged that can compete with foreign investment.The rapid rise of local skincare companies is worth studying and learning from.Huaxi Biotechnology is a rapidly rising biotechnology company in the functional skincare industry in recent years.Its hyaluronic acid industrialization level ranks first in the world,and its products include bioactive materials,medical terminal products,and consumer terminal products(functional skincare products and functional foods).In the fiercely competitive Chinese skincare market,as a full industry chain platform enterprise,it utilizes its own technological background and advantages,continuously develops and grows through diversified marketing,and occupies an undeniable position in the particularly competitive Chinese skincare market.This study selects domestic brand Huaxi Biological Functional Skincare Products as a case study,and uses relevant theories,including PEST analysis,Five Forces Model analysis,and SWOT advantage and disadvantage analysis.On the basis of understanding its marketing status in the domestic market,research and analysis were conducted on the existing problems in marketing,including inaccurate marketing strategies,poor brand cooperation and promotion effectiveness,excessive reliance on online promotion,and urgent need to improve after-sales service.Analyze the reasons behind the existing problems and propose more precise and targeted measures and marketing strategies,such as iteratively upgrading large items,building an integrated online and offline marketing network,and attracting young people through cross-border marketing.There are also specific guarantee measures required for the implementation of Huaxi Bio’s marketing strategy,including improving the quality assurance of Huaxi Bio’s products,ensuring talent development,and building a management system to ensure the smooth implementation of its marketing strategy under the new economic situation.A targeted and appropriate corporate marketing strategy will help the company stand out in competition,attract more consumers,and enhance the brand’s influence in the market.Based on the current situation and future development trends of the domestic skincare industry,an in-depth analysis of the marketing situation of Huaxi Biofunctional skincare products can provide reference for other local skincare brands to stand out in the fierce competitive environment in China.