[건국대] 국제경영-남성 화장품 사업

목차

I. Introduction 1

II. Business model 1
(1) Mission, Values 1
(2) Founder 1
(3) Company 2
(4) Partners 2
(5) Market 2
(6) Expenses 3
(7) Price 3
(8) Problem 4
(9) Solution 4
(10) Direct competitors 4
(11) Indirect competitors 4
(12) Customer 4
(13) Differentiation 5
(14) Marketing 5
(15) Channels 5
(16) Pesrona 6

III. Conclusion 6

Ⅳ. References 7

본문내용

I. Introduction
As China's economy rapidly rises, interest in consumer goods is increasing. Women spend a lot of money on cosmetics that can decorate themselves based on their increased purchasing power. Men are also interested in cosmetics, which have been considered exclusively for women. Men are also interested in basic skin care, hair, and cosmetics recently.
Cosmetics consumption decreased in 2020 due to Covid-19. We had to wear a mask on a daily basis and didn't have to wear makeup. China has moved closer to daily life without masks through quick quarantine measures. Demand for cosmetics is expected to surge after the end of Covid-19. China has a well-equipped platform for selling cosmetics. However, there is not enough platform to gather ingredients of cosmetics and actual users' evaluation.
Based on the demand for cosmetics that will increase after the end of Corona 19, we plan to establish a men-only cosmetics information sharing platform. Women have different skin types from men, and cosmetics for men should have different characteristics. The platform will be named Nan-de, which means "man" in Chinese. Through this project, we have specified plans to create a cosmetics platform exclusively for men.

II. Business model
(1) Mission, Values
The company's mission is like below.
First, it presents beauty to men.
Second, all consumers share reviews honestly and transparently.
Third, it allows all consumers to use eco-friendly and fairly made cosmetics.
Value is a top priority for our company in running a business.

참고자료

· 양하오이(2019), 한·중 화장품무역 확대를 위한 중국 관광소비자의 한국화장품 구매행동 실증분석 연구. 가천대학교 박사학위논문.
· 삼정KPMG(2021). 코로나19에 따른 소비재산업 영향 분석
· 왕텐거(2021). 중국 남성의 화장품 인식과 구매결정요인에 따른 구매의도 및 행동에 관한 연구. 건국대학교 석사학위논문.
· 중앙일보, "남성도 아름다움 꿈꿔" 올해 중국에선 '이것' 뜬다, https://news.joins.com/article/23979008, 2021.01.26.
· 뷰티경제, 팬덤경제...옌즈경제...타경제(他经济)...'남성도 물광주사', http://www.thebk.co.kr/news/articleView.html?idxno=191695, 2020.11.25.
· 아주경제, ‘男 화장품 시장 주목’… 1년새 신생 브랜드만 3000여개, https://www.ajunews.com/view/20210330165230252, 2021.03.31
· 코트라, 중국 남성 소비자들이 선호하는 화장품은?, https://news.kotra.or.kr/user/globalBbs/kotranews/782/globalBbsDataView.do?setIdx=243&dataIdx=183523, 2020.07.20.
· 뷰티경제, 샤오홍슈, 화장품 유통 가치? ‘인스타그램+쇼핑몰=7천만명’, 2018.07.17. https://www.thebk.co.kr/news/articleView.html?idxno=185025