Joocyee: Listening to consumers

In modern times, brand development should not only rely on the decisions of business managers, but should also focus on consumer preferences. Brands should develop and optimize their products to meet the needs of their users.

As a Chinese brand, if Joocyee wants to successfully enter the French market, it need to understand what French women want from their beauty products, while maintaining the brand philosophy. Based on this starting point, I did a survey. The target group of my survey was women aged 24-34 who regularly use cosmetics, which matches the target audience of Joocyee. These women approved of the products, the price and the packaging of Joocyee. However, with regard to the development in France, 50% of them think that Joocyee needs to do more publicity work, and 45.5% think that Joocyee's products are not well adapted to French women.

For these reasons, I consider that for Joocyee to successfully enter the French market, it needs to:

• Conduct adequate market and product research to understand the real needs of French women.

As there are differences in skin color and bones between eastern and western women, some of Joocyee's existing products may not be very suitable for western women, Joocyee should stick to its own strengths, fully understand the real needs of French women for cosmetics, and design products suitable for them, so as to increase the recognition of the brand by French female consumers.

• Enhancing the communication to let French women know and understand Joocyee

Joocyee is very good at co-branding campaigns using a culture that matches their philosophy. Therefore, my opinion is that the brand can look for co-branding with characters that French women are familiar with, in order to convey their brand culture and philosophy. Then, through a combination of online and offline channels, the brand can enhance consumers' familiarity with the brand and their experience of it.