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Li Lian Hua(李莲,花),Li Zhuo(李卓) 대한경영교육학회 2016 경영교육저널 Vol.27 No.1
With the increase of China's national income, people has changed the idea of "beauty" and increased the demand for cosmetics, China has overtaken Japan as the world's second largest cosmetics consumer. As the "Korean wave" isescalating, coupled with the south Korean cosmetics in high technical content, good quality, reasonable price, its share in China has been rising year by year, in 2015, South Korea has surpassed Japan and the United States, became the second largest exporter of cosmetics in China only after France. On December 20th, 2015, China and South Korea free trade agreement(FTA) took effect, it will promote more and more south Korean cosmetics to enter the Chinese market. Almost sixty percent of low and middle in come earners and 37million college students in China, will form the huge mid-range cosmetics consumer groups. As China's "Internet+" and the Wechat business development, China's cosmetics market environment is changing recently. In this background, this paper aims to grasp the new change and put forward some rationalization proposals for the South Korean mid-range cosmetics entering the Chinese market step by step. 随着中国国民收入的增加, 人们对'美'的观念发生了变化, 对化妆品的需求不断增加, 中国已超越日本成长为世界第二大化妆品消费国。随着'韩流'越演越烈, 再加上韩国化妆品技术含量高、品质好, 价格合理, 其在中国的占有率逐年攀升, 2015年, 韩国已超越日本和美国, 成为仅次于法国的第二大对华化妆品出口国。2015年12月20日, 中韩自由贸易协定(FTA)的正式生效, 这将会促进越来越多的韩国化妆品进入中国市场。中国有近六成的中低收入者和3700万的在校大学生, 会形成庞大的中低端化妆品消费群体。随着中国"互联网+"和微商的发展, 目前, 中国化妆品市场销售环境在变化。在这样的背景下, 本文力争把脉新变化, 为韩国中低端化妆品更有步骤的进军中国市场提出几点合理化的建议。
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