Social commerce is a recent evolution of e-commerce whose traditional strategies are also renewed allowing consumers to connect each other and products by using social network (Wang et al.,2012). Diffusion speed of social commerce usage in the world comes from creation of innovative and advanced business models in order to perform e-commerce (Turban et al., 2010). The main goal of the thesis is to show the influence of social commerce practices on the Chinese beauty and cosmetics market for Western companies. Aspects and characteristics of social commerce(s-commerce) will be given by presenting the findings regarding the behavior and culture of local consumers considering e-commerce, cross border, mobile commerce and social media perspective. It will also be presented the s-commerce evolution from its birth until today; its six dimensions, social psychology; and main objectives and values for companies’ point of view. In the light of these information, our study will present and detail the Chinese consumers behavior regarding s-commerce market specificities, indicating the country as a potential target market for those companies aiming to use digital sales tools to get access to China. Along, this process an overview regarding the m-commerce, social media, e-commerce (local and international) and social commerce will be introduced to understand how they are applied in the country presenting some examples of each one of them. After showing how the technology scenario of the country evolves and grows, the focus will be on showing how the technology changes the way of behaving and purchasing of Chinese consumers by considering their tendency to create and live in China based domestic digital world within their daily lives instead of accepting what comes from rest of the world. Aiming the main goals of this thesis, the Chinese beauty and cosmetics industry analysis is performed by means of applied cases within s-commerce concept in the industry based on top ten digital beauty and cosmetics brands in the country. Moreover, in order to show the important facts about the Chinese market for the beauty and cosmetics companies who are willingness to accomplish desirable business goals in the market, key success factors (KSF) are identified. After highlighting the importance of the digital world within the country and consumers’ nature and Chinese consumers’ propensity to use and purchase beauty and cosmetics products, L’Oréal and Feelunique cases are discussed. The goal of the cases is to show how two foreign based companies can adopt their strategy to the market by either being physically present or not in the country and still have success, demonstrating some possible marketing success actions they implemented. Besides of that, the study shows how China pushes these companies to localization in some part of their strategy. The final part of this thesis presents the conclusion obtained in the process, presenting limitations and recommendations for potential further research.
Il commercio sociale è una recente evoluzione dell'e-commerce, le cui strategie tradizionali sono state rinnovate consentendo ai consumatori di connettersi l'un l'altro e i prodotti utilizzando i social network (Wang et al., 2012). La velocità di diffusione dell'uso del social commerce nel mondo deriva dalla creazione di modelli di business innovativi e avanzati per l'e-commerce (Turban et al., 2010). L'obiettivo principale della tesi è mostrare l'influenza delle pratiche di social commerce sul mercato cinese della bellezza e della cosmetica per le aziende occidentali. Aspetti e caratteristiche del commercio sociale (s-commerce) saranno forniti presentando i risultati relativi al comportamento e alla cultura dei consumatori locali considerando la prospettiva dell'e-commerce, transfrontaliero, del mobile commerce e dei social media. Inoltre verrà presentata l'evoluzione del commercio elettronico dalla sua nascita fino ad oggi; le sue sei dimensioni, la psicologia sociale; e principali obiettivi e valori per il punto di vista delle aziende. Alla luce di queste informazioni, il nostro studio presenterà e illustrerà il comportamento dei consumatori cinesi in merito alle specificità del mercato s-commerce, indicando il paese come un potenziale mercato di riferimento per le aziende che intendono utilizzare gli strumenti di vendita digitali per ottenere l'accesso alla Cina. Insieme a questo processo verrà presentata una panoramica riguardante l'm-commerce, i social media, l'e-commerce (locale e internazionale) e il commercio sociale per capire come vengono applicati nel paese presentando alcuni esempi di ciascuno di essi. Dopo aver mostrato come lo scenario tecnologico del paese si evolve e si evolve, l'attenzione sarà rivolta a mostrare come la tecnologia cambia il modo di comportarsi e acquistare i consumatori cinesi considerando la loro tendenza a creare e vivere nel mondo digitale interno basato sulla Cina nella loro vita quotidiana invece di accettare ciò che viene dal resto del mondo. Mirando agli obiettivi principali di questa tesi, l'analisi dell'industria cinese della bellezza e della cosmetica viene eseguita per mezzo di casi applicativi nell'ambito del concetto di s-commerce nel settore basato sui dieci migliori marchi di cosmetici e cosmetici del paese. Inoltre, al fine di mostrare i fatti importanti sul mercato cinese per le aziende di bellezza e cosmetici che sono disposte a raggiungere gli obiettivi aziendali desiderabili nel mercato, vengono identificati i fattori chiave di successo (KSF). Dopo aver evidenziato l'importanza del mondo digitale all'interno del paese e la natura dei consumatori e la propensione dei consumatori cinesi a utilizzare e acquistare prodotti di bellezza e cosmetici, vengono discussi i casi L'Oréal e Feelunique. L'obiettivo dei casi è mostrare come due società con sede all'estero possono adottare la loro strategia sul mercato sia fisicamente presenti che non nel paese e hanno ancora successo, dimostrando alcune possibili azioni di successo di marketing che hanno implementato. Inoltre, lo studio mostra come la Cina spinga queste aziende alla localizzazione in una parte della loro strategia. La parte finale di questa tesi presenta le conclusioni ottenute nel processo, presentando limitazioni e raccomandazioni per potenziali ulteriori ricerche.
How western beauty and cosmetics brands leverage social commerce in China
AKKAYA, SINEM;TANRIVER, ASLIHAN FATMA
2018/2019
Abstract
Social commerce is a recent evolution of e-commerce whose traditional strategies are also renewed allowing consumers to connect each other and products by using social network (Wang et al.,2012). Diffusion speed of social commerce usage in the world comes from creation of innovative and advanced business models in order to perform e-commerce (Turban et al., 2010). The main goal of the thesis is to show the influence of social commerce practices on the Chinese beauty and cosmetics market for Western companies. Aspects and characteristics of social commerce(s-commerce) will be given by presenting the findings regarding the behavior and culture of local consumers considering e-commerce, cross border, mobile commerce and social media perspective. It will also be presented the s-commerce evolution from its birth until today; its six dimensions, social psychology; and main objectives and values for companies’ point of view. In the light of these information, our study will present and detail the Chinese consumers behavior regarding s-commerce market specificities, indicating the country as a potential target market for those companies aiming to use digital sales tools to get access to China. Along, this process an overview regarding the m-commerce, social media, e-commerce (local and international) and social commerce will be introduced to understand how they are applied in the country presenting some examples of each one of them. After showing how the technology scenario of the country evolves and grows, the focus will be on showing how the technology changes the way of behaving and purchasing of Chinese consumers by considering their tendency to create and live in China based domestic digital world within their daily lives instead of accepting what comes from rest of the world. Aiming the main goals of this thesis, the Chinese beauty and cosmetics industry analysis is performed by means of applied cases within s-commerce concept in the industry based on top ten digital beauty and cosmetics brands in the country. Moreover, in order to show the important facts about the Chinese market for the beauty and cosmetics companies who are willingness to accomplish desirable business goals in the market, key success factors (KSF) are identified. After highlighting the importance of the digital world within the country and consumers’ nature and Chinese consumers’ propensity to use and purchase beauty and cosmetics products, L’Oréal and Feelunique cases are discussed. The goal of the cases is to show how two foreign based companies can adopt their strategy to the market by either being physically present or not in the country and still have success, demonstrating some possible marketing success actions they implemented. Besides of that, the study shows how China pushes these companies to localization in some part of their strategy. The final part of this thesis presents the conclusion obtained in the process, presenting limitations and recommendations for potential further research.| File | Dimensione | Formato | |
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How Western Beauty and Cosmetics Brands Leverage Social Commerce in China .pdf
Open Access dal 12/04/2020
Descrizione: Thesis Text
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2.83 MB
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https://hdl.handle.net/10589/145829