Research on Marketing Strategy and Improvement Plan of China’s Beauty Industry——Take Perfect Diary as an Example

Abstract

China’s beauty industry is in a period of rapid development, and the excessive speed of development is bound to generate problems. This paper sets out to identify and propose solutions to typical problems in the Chinese beauty industry and apply the solutions to individual cases. Perfect Diary occupies a significant share of the Chinese beauty market, is the local industry leader, and the problems it faces are very representative. Therefore, this paper selects Perfect Diary as the case study. This paper uses case studies and survey research and combines the 4P and STP models to conduct the study. This paper analyzes the current development and trends of the Chinese beauty industry, the industry and Perfect Diary’s consumer behavior characteristics and identifies many marketing strategies problems. In addition, this paper concludes that Perfect Diary and the Chinese beauty industry should improve product quality, focus on product differentiation and expand overseas markets appropriately. At the same time, moderate marketing and attention to product development should promote the brand’s sustainable development and the industry. The authors hope that the research in this paper will bring a theoretical basis for local beauty brands in China.