Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 7th International Conference on Economic Management and Green Development
Series Vol. 29 , 10 November 2023
Open
Access | Article
Analyzing Proya’s Online Competition Strategy on Douyin
* Author to whom correspondence should be addressed.
Abstract
With the rapid advancement of science and technology and the increasing popularity of the Internet, traditional offline sales have failed to satisfy the needs of consumers. This trend has caused concern and competitiveness in the cosmetics industry. In the second and third-tier markets, Proya is a fast-growing brand that has undergone three stages of development: establishing the brand, exploring external expansion, and strategic upgrading. To cope with fierce market competition, Proya needs to seize the Internet development trend, strengthen brand building, transform and upgrade from a channel brand to a consumer brand, and enhance online sales channels for strategic upgrading. Proya has successfully rebuilt its brand image, expanded its consumer base, and captured market share for its future development by expanding Douyin's e-commerce business and launching the low-cost Ruby Essence. To become a century-old brand, Proya must adhere to high-quality products and services and strengthen communication with consumers.
Keywords
online competition strategy, Proya, Douyin
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 7th International Conference on Economic Management and Green Development
- ISBN (Print)
- 978-1-83558-079-0
- ISBN (Online)
- 978-1-83558-080-6
- Published Date
- 10 November 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/29/20231355
- Copyright
- 10 November 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited