Case-Herboris Analysis

1:

Advantages:

a: As a high-end Chinese personal care brand, herborist has a long-term brand image and good brand story, very well-known in China.

b: The brand is unique and different from other western personal care brand. Herorist integrates ingredients and principals from traditional chinese medicines.

C: Thanks to the economic growth of China in recent years. The whole world are interested in Chinese history and culture meanwhile. The bargain power of this famous brand is more than before.

Challenges

a: Outside mainland China, customers are not familiar with this brand and chinese medicine.

b: The competition in personal care category is fierce, and many giant companies are already in the high-end cosmetics market.

2:

apparently Hongkong as a saturated market is not a good choice for herborist to enter the global market. Alternative area would be somewhere herborist can find a good channel and partners, such as France with Sephora’s support.

3:

For hongkong’s failure, the first important reason is not the good timing. Because at that time, herborist’s market share in Mainland China is not as solid as in three years later. Secondly, herborist was not confident enough to convey a very Chinese message. It misled the consumers that herborist was a second or third tier western brand.

For paris trial success, herorist leverage the best distributor Sephora’s retail network in France.

herborist took the presentation of the brand’s image to European customers seriously. It spend a lot on engaging the professionals to handle the packaging, retail display and advertising of its product line.

4： According to the data provided in the material, country market size by retail value, we could witness the fast growth in asia-pacific market, especially in emerging market like in Indonesia and phillipines….

My suggestion is to enter to these new emerging market which the high-end personal care brand competition is not serious, in of going to European...