중국시장에서 한국화장품의 유통 및 성공요인에 관한 연구

Abstract

Based on the sales situation of Korean cosmetics in China, this paper tried to analyze the problems of the distribution and circulation and prospection of the future development of Korean cosmetics in the Chinese market. As a result of Korean cultural impaction on the Chinese people which makes the Chinese people have a good impression for the Korean-made cosmetics. So, in recent years the Chinese people are keen to buy Korean cosmetics. The popularity of Korean cosmetics in China has also driven a large number of Chinese students to do part-time job to earn living expenses. Chinese people call this behavior is called “Daigo”, BBC called it FSC(Freelance Shopping Consultant). In fact, chinese students “Daigo” in Korea is an illegal act, but because of the high income from that, almost 80% of the students have had “Daigo” experience or ongoing “Daigo”. Why the illegal “Daigo” behavior is continuously done in Korea? The reason is that the duty-free shops in Korea are selling black-box operations in violation of customs regulations for sales. And they sell a large number of duty-free cosmetic products to some local Korean travel agencies for sales purposes. The cosmetics illegal purchasing and cosmetics illicit circulation problem not only harmed the interests of Korean consumers, but also damaged to the image of the Korean cosmetics as a negative impact. Another problem for restricting the sales and development of Korean cosmetics is that the cottage cosmetics are very rampant in China. China's cosmetics fraud is very common and very high degree of simulation, if you have never used the Korean cosmetics, then it is almost impossible to distinguish between true and false cosmetics. So in this paper, it proposed to South Korean cosmetics companies which should develop and take genuine identification technology, or directly tell consumers to buy genuine cosmetics channels of view. We-Chat, the most important mobile phone software, has now become the Chinese people's daily life, travel, consumption and communication. As of 2016, about 700 million people in the use of We-Chat and through it to reach the scale of living consumption of 1.76 billion US dollars. Therefore, the We-Chat circle of friends, which promote the function of goods trading, is now the very popular marketing tool in China. We-Chat successfully gathered a lot of people here for the sale of cosmetics or other products, and get the trust relationship with the micro-faith circle of friends publicity, and often using this feature to shopping. So I think the future of Korean cosmetics companies is not bright. When they fail to make good use of this methods including We-Chat the online market, they would be eliminated from the Chinese market. Finally, the rise of China's cosmetics business for the impact of Korean cosmetics. Although the market share of China's domestic cosmetics still lost some of the big foreign companies, but yet no lack of their loyal supporters.

The huge consumer market in china, it is an opportunity and also a challenge period whether chinese or the Korean cosmetic companies. For surviving in this market, they must have a real skills and adaption to the development of the products and produce really suitable good cosmetics for the Chinese people. Only in this way, we can expect the long-term Korean cosmetics in the Chinese market and continue to expand the Chinese market share.