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

Ching Ying Chong * 1 , Zhongqi Song 2
1 Jinan University
2 Nanchang University

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 29, 88-91
Published 10 November 2023. © 2023 The Author(s). Published by EWA Publishing
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.
Citation Ching Ying Chong, Zhongqi Song. Analyzing Proya’s Online Competition Strategy on Douyin. AEMPS (2023) Vol. 29: 88-91. DOI: 10.54254/2754-1169/29/20231355.

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

References

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3. Karray, S., & Sigué, S. P.: Offline retailers expanding online to compete with manufacturers: Strategies and channel power. Industrial Marketing Management 71, 203-214 (2018).

4. Dinner, I. M., Heerde Van, H. J., Neslin, S. A.: Driving online and offline sales: The cross-channel effects of traditional, online display, and paid search advertising. Journal of marketing research 51(5), 527-545 (2014).

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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
© 2023 The Author(s)
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

Copyright © 2023 EWA Publishing. Unless Otherwise Stated