| Summary: | 碩士 === 國立中央大學 === 管理學院高階主管企管碩士班 === 99 === Following real estate, automobile, electronic telecommunications, and travelling industries, the beauty industry has become the fifth largest consumer industry in China. According to a China beauty market analysis, the total revenue generated by the beauty industry reached RMB350 billion in 2008, representing a 30% growth year-on-year. According to a China beauty industry report, there were more than 3,200 cosmetics manufacturers in 2007, and their revenues had been doubling year by year. The profit margin of the beauty industry is as high as 60% while the average net profit is 37.9% - the highest numbers among all industries in China. With the expansion of the market scale, it is anticipated that China’s “Beauty Economy” is drawing closer.
When it comes to the average individual demand, it is anticipated that the beauty industry has the potential to grow by 15 to 18 times. As one of the most fashionable and popular industries, the beauty industry also has its difficulties and challenges in issues such as employee quality and integrity and the professionalism of the supply chain.
The study will discuss the current status of China’s beauty industry based on industry analysis, crucial winning factors, and future trends. Using a famous SPA center in Shanghai as an example, the study will discuss the trend of the beauty industry, and how should this company create its marketing strategy, product positioning and strategy, and adjust its organization structure in response to the market development in order to offer the necessary resources and set up a complete product sale process for its strategic goals in different growth phases. Attending these goals will enable the company to thrive under market changes and competitions while satisfying the requirement of target customers and creating its competitive advantages.
An advantage of the company is it is an early entrant into the market. The company has taken measures to integrate its supply chain and improve its internal process in order to enhance its competitiveness. Based on the analysis of its corporate strength, it has established short-, medium, and long-term plans and has completed its targets in all phases, making it a leading company in the market.
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