A Study on Factors Affecting the Export Promotion Strategies and Distribution Channel Design Strategies for the Korean Cosmetics and Toiletries in China

The Chinese cosmetics market is showing rapid growth. This study analyzed causal relationship between Korean cosmetics exports and China’s macroeconomic facilitation factors. After analyzing Chinese cosmetics market and challenges for Korean cosmetics companies, this paper suggests an effective distribution channel selection and management strategies for Korean cosmetics companies. Indirect distribution, optimum route plan for small and medium-sized cities from metropolises, utilization of electronic commerce, differentiation between premium brands and diffusion brands and strategic quanxi orientation shall be required for most of the Korean cosmetics companies. The limitations of this study are as follows: analysis of export promotion factors of Korean cosmetics export in Chinese market are limited to a few variables and that this paper does not cover Chinese regional market segment’s characteristics. However, this paper has significant implications for understanding on the distribution channel strategies for Korean cosmetics export in China and suggests some strategic solutions.