Birchbox is a monthly subscription-based service that offers a box with cosmetic samples to its customers. With it looking at global expansion in China, the company will face both threats and opportunities presented by this market. First, the company will need a lot of influence in the Chinese market. Due to the already saturated market with similar cosmetic ideas such as 1p1g, Glamabox and Glossybox, Birchbox would have a hard time influencing to the Chinese market. While searching for Birchbox, I found tons of other beauty boxes. Some of the more popular ones are Glossybox and Glamabox. Both beauty boxes are already established in China unlike Birchbox. Such competition can pose a threat to Birchbox if they do not innovate anything new to
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First and foremost, the company needs to understand the needs of the Chinese women. Most of the popular products used by the West such as colored face-powders, highlighter, blush, along colored eye powders are not favored in China. According to my Chinese friend, Alissa, products that add color to your face are not popular among Chinese women, Chinese women actually whiten their skin tone to be ‘beautiful’. In addition, some Chinese women prefer local brands instead of big brand cosmetics because they contain traditional botanical products. These products are considered to be more environmentally safe and better to use. Thus, some of the samples Birchbox would need to include would be plant-based product without any chemicals. In turn, this adjustment will diversify its product along with hitting the environmentally conscious consumers. However, most of Chinese consumers tend to trust big name cosmetics brands instead of the not so famous brands due to the fear of the product to be harmful. Even from personal experience, I would always go for the big name products because they are ‘guaranteed’ to produce a great result. This is where Birchbox encounters another dilemma, the Chinese consumers are more inclined to trust the name brand cosmetics than the no brand products. Birchbox offers marketing for not so known independent brands unlike its rival 1p1g, which offers …show more content…
Perhaps this is one of the most challenging adaptations to make due to the difficulty of the Chinese language. Many of the Chinese people are not proficient in English, which creates a communication barrier with the consumer. All of the Birchboxes come with an instruction pamphlet along with other useful make up tips in the English language. A translated set of instruction would need to be implemented for the new market. According to forbes.com on How To Crack The Chinese Market, it states that they key to entering the Chinese market is to break through the language barriers. Therefore, the company needs to put a lot of effort into communicating with consumer the right way, by adopting the culture and the native
First and foremost, the company needs to understand the needs of the Chinese women. Most of the popular products used by the West such as colored face-powders, highlighter, blush, along colored eye powders are not favored in China. According to my Chinese friend, Alissa, products that add color to your face are not popular among Chinese women, Chinese women actually whiten their skin tone to be ‘beautiful’. In addition, some Chinese women prefer local brands instead of big brand cosmetics because they contain traditional botanical products. These products are considered to be more environmentally safe and better to use. Thus, some of the samples Birchbox would need to include would be plant-based product without any chemicals. In turn, this adjustment will diversify its product along with hitting the environmentally conscious consumers. However, most of Chinese consumers tend to trust big name cosmetics brands instead of the not so famous brands due to the fear of the product to be harmful. Even from personal experience, I would always go for the big name products because they are ‘guaranteed’ to produce a great result. This is where Birchbox encounters another dilemma, the Chinese consumers are more inclined to trust the name brand cosmetics than the no brand products. Birchbox offers marketing for not so known independent brands unlike its rival 1p1g, which offers …show more content…
Perhaps this is one of the most challenging adaptations to make due to the difficulty of the Chinese language. Many of the Chinese people are not proficient in English, which creates a communication barrier with the consumer. All of the Birchboxes come with an instruction pamphlet along with other useful make up tips in the English language. A translated set of instruction would need to be implemented for the new market. According to forbes.com on How To Crack The Chinese Market, it states that they key to entering the Chinese market is to break through the language barriers. Therefore, the company needs to put a lot of effort into communicating with consumer the right way, by adopting the culture and the native