Marketing research: Chando in China

21Nov2012

Chando is one of the core brands of International Beauty Group Garan. Chando received universal welcome in the market as a brand with professional attributes. And it was regarded as one of China’s few successful cosmetic brand since 2000.

Ever since it entered into the cosmetic industry in July 1997, Chando has developed into a big company group. It currently owns four production bases, four branches and four famous listed brands. The brands in total already have over 200 locations all over China, over 21,200 various alliance chain stores, and over 600 department store special counters. It has over 2,000 direct employees and 60,000 workers on the internet.

Chando: An influential brand in China

Chando now has three world famous female stars as endorsers: Chen Hao(陈好), Fan Bingbing(范冰冰) and Vivian Hsu(徐若瑄). These stars’ fame have played a big role in raising Chando’s popularity as it has become the leader in China’s domestic cosmetics industry.

Chando also pays attention to its TV advertising. Chando puts careful consideration into the time and channel that its displays its advertisements. For example, it chose the First Moment program on financial channel of CCTV. Such high-end TV programs naturally gives consumers the impression that this brand is high-end and elegant.

In addition to these direct forms of advertising and marketing, Chando puts great weight into building up its company image through indirect PR moves. By making charitable contributions to China’s Sichuan(四川) province after the Wenchuan(汶川) earthquake, Chando successfully built up its image of strong social responsibility. Today, more and more Chinese consumers are becoming concerned with the corporate social responsibility of the brands they buy. If company’s do not engage in charitable work or contribute to China’s growing pollution problem, they will often lose part of its potential customer base.

Chando: future world famous brand

In May 25, 2008, Chando held a news conference announcing its marketing strategy in the next ten years. In the first five years, 2009-2013, Chando planned to concentrate its efforts of the Asian market, bolstering its position as the leading domestic brand in China while also expanding into other Asian countries. In the second five years, 2014-2018, Chando planned to expand its influence into Europe and the United States.

In 2012, the year of the London(伦敦) Olympic, Chando found an opportunity to market towards Western consumers. Among many sporting events, Chando chose to advertise its product through the diving events. The China’s diving team has seen prominent success on the Olympic stage and is the pride of Chinese Olympic sports. Just like diving, Chando also makes an effort to display the beauty and confidence of China. Thus, Chando chose ‘Displaying Beauty in London ‘ as its marketing slogan and saw widespread success in its marketing strategy.

Daxue Consulting Marketing Research in China

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Picture Source：Headnews