Research on Competitiveness of Chinese Cosmetics in Indonesian Market

Abstract

This study systematically analyzed the current competitive status and development path of Chinese cosmetics in the Indonesian market. Research shows that the Indonesian market, with its large population base, young demographic structure and continuously growing economic level, offers significant development opportunities for Chinese cosmetics enterprises. Through the analysis of dimensions such as the market competition environment, product power, brand influence and channel construction, this paper finds that Chinese cosmetics have comparative advantages in supply chain efficiency and digital marketing, but there are still deficiencies in brand building and cultural adaptation. The research further proposes targeted strategies from three aspects: product innovation, digital marketing, and supply chain optimization, emphasizing the importance of deepening localization practices, building unique brand images, and optimizing cost structures. This research provides theoretical references and practical guidance for Chinese cosmetics enterprises to explore the Indonesian market.