A Discussion on the Marketing Strategy of Chinese Local Brand of Manly Personal Care Industry: The Case of Make Sense

Abstract

Current research focused on the factors that motivate Chinese men to purchase grooming products and the marketing strategies of cosmetics and skincare brands in China. This study attempts to fill the research gap about the marketing strategy of Chinese local brands belonging to the manly personal care industry. This paper selects Make Sense, the market leader of the mentioned category above, as the research object. Utilizing the 4P theory to analyze the marketing strategy of Make Sense, this paper reveals that Make Sense has obvious drawbacks in product and place strategy. Lacking products with distinguished advantages, lacking customized products with solutions to problems belonging to diverse skin types, and lacking offline flagship stores are three major problems. This paper suggests that Make Sense can optimize its marketing strategy in the following three paths. Collaboration with more specialized doctors, construction of offline flagship stores, and a greater refinement of product categories are all significant.