Empirical Analysis of Chinese Women’s Korean Cosmetics Purchase Behavior Change

Abstract

This study empirically analyzed Korean cosmetics purchase behavior among Chinese women and provides data needed to develop effective marketing strategies toward the goal of K-beauty becoming more influential in the Chinese market. The study targeted to make a contribution to the prosperity of the Korean cosmetics industry. For this, a survey was conducted among Chinese female tourists in Jeju-do and Chinese female employees at PricewaterhouseCoopers (PwC) in Shanghai, and the results found the following: Many Chinese women started to show a high interest in Korean cosmetics after watching Korean TV series. When asked what made them choose Korean cosmetics, ‘quality excellence’ was most responded. In terms of the most important factor in buying Korean cosmetics, ‘skin compatibility’ was the highest. In terms of an information source, ‘internet search’ was the highest. When asked where they usually buy Korean cosmetics, ‘duty-free shop’ was most responded, followed by ‘online channel’. When asked what made them buy Korean cosmetics, ‘Korean Wave’ was most responded. It is critical for Korean companies to closely monitor these changes in Chinese female consumers’ purchase behavior to penetrate into the Chinese market. The Korean industry must continue to observe such changes and reflect them in their business strategies. In the cosmetics industry, personal preference is crucial. Therefore, Korean cosmetics can continue to grow in the Chinese market if Chinese consumers’ needs and wants are understood and reflected in both distribution and advertising strategies in a well-organized manner.