• Brand Management and Marketing Maneuvering in the China Market: Fashion Guide’s Innovative Way of Utilizing Integrated Marketing Communication

Abstract

Fashion Guide (FG), the well-known cosmetic discussion community in Taiwan, had been implementing the same business model in China for a while. However, the degrees of user commitment and brand popularity derived from China market were not as higher as those acquired from Taiwan. Such phenomena forced the manager of FG to think deeply and repeatedly the appropriateness of Taiwan FG model in China. By carefully evaluating the cosmetic market and consumer differences between the above two places, it is evident that the exclusive way to be “the best consulting expert for fashion and cosmetic” for FG brand value and touch consumers’ hearts is to cooperate with cosmetic professionals in several ways. Though FG advanced a new path for China market, the non-duplicable cosmetic know-how and the nimble way for virtual integration and media arrangement had formed a flash new marketing strategy and it made FG to generate its new brand value and popularity in a relative short period successfully. By possessing greater brand popularity supported by Chinese consumers, FG helps upper-stream suppliers, disseminates their products to diverse retailing channels in China, and promotes great sales revenues from them, thereby integrating the whole cosmetic supply chain closely and lucratively.

Keywords: Branding, Integrated Marketing Communication, Strategic Alliance, Online Social Network Community, Certification Mark of Cosmetics