중국 전통화장품 브랜드 ‘화시즈’의 마케팅 전략 연구- 한·중·일 MZ세대의 전통화장품 선호도를 중심으로 -

Abstract

Modern cosmetics packages play a role in strengthening the brand image. The MZ generation is easily familiar with various cultures due to their low resistance to the country and race. As part of strengthening traditional brands, this study analyzes the characteristics of traditional cosmetics packages in Korean·Chinese·Japanese and proposes marketing strategies for the traditional Chinese brand Huaxizi. The scope of the study focuses on the consumption trend of the MZ generation, and is the traditional Korean·Chinese·Japanese cosmetics brand “Huaxizi”. The research method establishes the theoretical background of traditional Korean·Chinese·Japanese packages through literature research, and conducts a case study on the design of Korean·Chinese·Japanese cosmetics packages with traditional elements. In addition, based on the perception of the tradition of the MZ generation, the consumption trend of the “Huaxizi" brand is analyzed as statistics and expert analysis is conducted to propose the MZ generation marketing strategy of the modern Chinese traditional cosmetics brand “Huaxizi". As a result of the study, modern traditional cosmetics packages, including ”Huaxizi," emphasize traditional and advanced images mainly for the elderly, which differed from the preference of the MZ generation, which was found to value individuality. As a result of investigating the preferences of the MZ generation and establishing a marketing strategy, it is important to expand consumer experience values through the convergence of traditional culture and new technologies, and package design strategies that value fun and uniqueness are applied to the MZ generation's "Huaxizi" brand intimacy and brand identity.