The Enlightenment of Florasis (Huaxizi) Market Behavior

Jinfei Liu; Yifan Liu; Lizheng Zhao

doi:10.54691/bcpbm.v20i.1102

Authors

Jinfei Liu
Yifan Liu
Lizheng Zhao

DOI:

https://doi.org/10.54691/bcpbm.v20i.1102

Keywords:

Huaxizi; Marketing; Analysis.

Abstract

Florasis (Huaxizi), a Chinese cosmetic brand born in 2017, has experienced 2-3 years of development. In 2020, its sales have exceeded 3 billion yuan, becoming a well-known cosmetic brand in China. Behind the phenomenal explosion of the Florasis brand is the close cooperation of its various production links, which reflects the ability to control the links of the industry chain from brand positioning, brand design, product design, product development and marketing methods. Based on the current situation of China's cosmetics market, this paper takes the emerging brand Florasis as an example, and analyses the reasons for its success and the challenges it faces through Florasis’ marketing strategy. Overall, these results shed light on offering marketing suggestions for similar corporations.

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