Chapter 3: Analysis of Company X's Marketing Strategy for Men's Skincare Products

3.1 X Company Profile

3.1.1 Introduction to the background of the company

Company X is a medium-sized enterprise engaged in the cosmetics industry, with a certain reputation and market share. Company X mainly focuses on women's cosmetics, and plans to enter the men's cosmetics market in recent years, and its main products are men's skin care products.

3.1.2 X enterprise is now promoting products

A Couple's Four Seasons Set, specifically for men's black tea series (clean cleansing balm 100g + moisturizing milk 80g), women's camellia series (rejuvenating purifying milk 100g + rejuvenating fresh milk 100g).

b Men's Cleansing Set, specifically Men's Cleanser 120g + Men's Lotion 120g.

c. Suitable herbal black tea men's oil control mud mask.

d. Suitable herbal black tea men's oil control and purifying mask.

3.1.3 X enterprise marketing objectives

X enterprise marketing goal three-step strategy:

aThrough a series of publicity and promotion strategies, enhance the reputation and popularity of the X product brand in Liaoning University, establish its more professional beauty and skin care image, improve the competitiveness of the X product brand in men's cosmetics on the campus of Liaoning University, and promote business growth.

While maintaining its own image and ensuring sales, it gradually expanded its target market to other colleges and universities, and gradually became the preferred cosmetics brand in the minds of college students.

When college students become dependent on consumption, they will also affect more people around them after entering the society, and the company will also launch more attractive marketing plans in a timely manner to achieve full coverage from colleges and universities to society.

Currently, the enterprise is in its first phase.

3.1.4 X enterprise reality line of network marketing strategy

A combination of online and offline, has its own online operation team, including planners, customer service personnel, etc., and has also set up after-sales service points on the campus of Liaoning University.

B has its own WeChat public account, online store, and website, and has a certain amount of customer flow.

c. Filmed a relevant sitcom on the campus of Liaoning University and put it on a related platform for product promotion.

dIn the campus of Liaoning University, through online voting and other methods, the campus image ambassador selection competition was carried out, and the campus image ambassador was selected as the brand spokesperson of the marketing site of Liaoning University.

3.1.5 The current marketing results of the Liaoda site of X enterprise

The average monthly sales volume of the four packages is about 500 sets. Looking at the sales of the old campus alone, the number of units sold in the first month was about 100, and the sales volume has been declining since then. Based on the site's various research data and tracking surveys, the probability of users who have purchased is 90% willing to repurchase.

3.2 Problems and suggestions of X enterprise network marketing strategy

3.2.1 Unreasonable use of existing platforms

The overall click-through rate of the company's website and online store is acceptable, but there are very few visits from Liaoda. The click rate of the advertorial pushed by the WeChat official account promoted on the Liaoda site is low, the number of friends in the WeChat personal account is small, and the Circle of Friends messages sent by the WeChat account are not cared for.

In the initial stage, you can borrow existing platforms for promotion. For example, with the help of the QQ account of "Liaoda White Wall" for the promotion of the couple's package, etc., with the help of the "Liaoda Water Station" WeChat account for the promotion of the package. These accounts have a large number of friends of Liao University, or out of need, or out of love, the messages sent by these accounts will not be blocked, and the publicity effect is much better and lower than that of scanning the code to pay attention to gifts and other activities. When you have a certain number of stable customers, you can focus on building your own platform.

3.2.2 Inaccurate positioning

The package is aimed at different groups of people, and when promoting the product, there is no distinction between the people, but no discrimination.

Segment the target market, and different packages have different ways and channels of promotion. For package A, you can choose the well-known "Golden Boy and Jade Girl" combination within the school to endorse, or choose the "Liaoda Confession White Wall" QQ number for publicity; Plan B is suitable for a wide range of people, and can be used regardless of the target. The latter two packages are functional and can be promoted using "celebrity utility" or "influencer".

3.2.3 Insufficient publicity

The site was filmed at Liaoning University, and the time cost of self-filmed sitcoms was extremely high, but they did not fully utilize. The sitcom integrates the brand concept, while telling the beautiful love of a couple in the past and present lives, it also leads to a product, integrating fantasy, romance and humor, and receives a lot of feedback on WeChat public accounts, websites, online stores and other platforms, and it is also one with the highest click rate. Limited by the limitations of its own platform, the role of the video has not been fully utilized.

The site of Liaoning University should widely forward the sitcom to arouse the attention and discussion of students, and relevant personnel should do a good job of "event marketing", so that people can remember the sitcom and also remember the X brand, so that the X brand is deeply implanted in the hearts of the people.

Chapter 4 Conclusion

According to the actual development of the industry and the enterprise, choose the appropriate network marketing strategy. If the products and services provided by some small and medium-sized enterprises are geographically restricted and not suitable for large-scale promotion and sales, they can pay more attention to word-of-mouth marketing and brand marketing on the Internet, and can also display the reviews of purchased customers on their own websites, so as to enhance the confidence of potential consumers in consumption; Some small and medium-sized enterprises have flexible product sales, and they can take a multi-pronged approach in network marketing, such as using "Internet celebrities" to explain and recommend their own products to expand the market and better develop and grow.

First of all, enterprises should pay attention to network marketing and remain vigilant and advanced. In terms of vigilance, decision-makers should always be vigilant, be prepared for danger in times of peace, and be good at discovering problems in their own strategies and making timely adjustments. In terms of advancement, decision-makers should pay attention to the trend and changes in consumer demand, attach importance to network marketing, gradually build and improve the corresponding network marketing strategy and tactics, introduce relevant talents, build a professional network marketing team, make good use of their own third-party platform, and give full play to its role.

Second, make good use of the "Internet celebrity economy" or "celebrity effect". The so-called influencer economy refers to the use of influencers on some large-scale livestreaming platforms as representatives of products, and allows influencers to promote their products in live broadcasts through their own language and operations or other forms [3]. Correspondingly, the site of Liaoning University can select some influential "campus celebrities" for trial and publicity, and should make full use of the "herd mentality" of students to implant product brands.

Finally, large and medium-sized enterprises should seize the opportunity of China's implementation of the "Belt and Road" strategy to comprehensively improve the business environment for small and medium-sized enterprises, aim at customer needs, and further develop on the basis of reliable products or excellent services, with appropriate marketing strategies.

Due to the limitations of enterprise scale, capital, concept, etc., small and medium-sized enterprises lack enthusiasm for the introduction of professionals in network marketing, and the construction of relevant teams is not perfect.

In China, nearly ninety percent of small and medium-sized enterprises do not have specialized network marketing personnel, but only arrange more experienced traditional marketers or related technical personnel to make cameos, which will inevitably lead to the stagnation of the enterprise's network marketing work, and the staff is helpless in the field of network marketing due to the lack of corresponding concepts and thinking patterns, which in turn affects the implementation of the marketing strategy of the entire enterprise [1].

2.2.3 The utilization efficiency of the platform is low

On the one hand, with the popularization of the Internet, a considerable number of small and medium-sized enterprises have kept up with the pace and established their own websites. However, many enterprise websites have a variety of problems, such as long website update cycle, outdated information, corporate image is not prominent, poor user experience, etc. The problem is that the number of clicks is poor and the visibility is not high, which makes the website useless and plays a small role.

On the other hand, some companies rely on B2B platforms, and with the help of well-known B2B platforms, certain results can be achieved in the short term, however, over-reliance and lack of progress will limit the further development of enterprises. Enterprises need to plan their network marketing strategies and tactics with a long-term vision, gradually form their own unique brand image, and have their own channels and customer groups, so as to stand out from the competition.

2.2.4 The positioning is not accurate enough

In the era of the Internet, which focuses on innovation and personalization, the way and thinking of network marketing have changed dramatically.

Many small and medium-sized enterprises still follow the traditional marketing concept, lack of innovation in marketing models and channels, and insufficient market demand research for the products they sell, resulting in many small and medium-sized enterprises only paying attention to the appearance of market changes and temporary prosperity, and ignoring the in-depth exploration of market demand [2]. Ignoring the needs of users will lead to problems such as overstocking and customer churn.

2.3 SWOT analysis of network marketing carried out by small and medium-sized enterprises

Now it is analyzed from four aspects: advantages (S), disadvantages (W), opportunities (O) and challenges (T), and the corresponding combination strategies are given.

Advantages: small and medium-sized enterprises are not large, the organizational structure is flat, easier to manage, and the team awareness and management ability are strong; Small and medium-sized enterprises are more sensitive to cost and risk awareness, and are strongly interest-driven, and under the incentive market competition, small and medium-sized enterprises must be good at seizing opportunities, developing flexibly and adapting to the market; And after years of development, China's small and medium-sized enterprises have made great progress in small-scale production experience and management technology, and the product quality has been significantly improved.

Disadvantages: A considerable number of small and medium-sized enterprises in China have outdated marketing concepts and inaccurate positioning; Enterprises lack the corresponding network marketing talents, and network marketing plays a negligible role; Its own strength is weak and its level is limited.

Opportunities: The network facilities are relatively complete and the coverage rate is high; The masses are gradually forming online consumption habits, and online shopping has become "popular"; There has been a boom in the purchase of "domestic products" in China; The implementation of the "One Belt, One Road" strategy has provided greater development space and market for small enterprises under the central management.

Challenge: SMEs are highly competitive, both to compete with SMEs in the same field