Research on the Export Competitiveness and Potential of Chinese Cosmetics in the Indonesian Market

Xin Jin; Jiancong Chang

doi:10.63313/EPP.9029

Authors

Xin Jin Shanghai Dianji University, Shanghai 200000, China Author
Jiancong Chang Shanghai Dianji University, Shanghai 200000, China Author

DOI:

https://doi.org/10.63313/EPP.9029

Keywords:

Chinese Cosmetics, Indonesian Market, Competitiveness Analysis, Brand Internationalization, Market Strategy

Abstract

This paper provides a systematic assessment of the competitiveness and growth prospects of Chinese cosmetics in Indonesia. Indonesia’s large population, youthful demographics, and rising incomes create substantial opportunities for Chinese beauty firms. By examining market conditions, product capability, brand influence, and channel development, the study finds Chinese firms hold advantages in supply-chain responsiveness and digital marketing, yet lag in brand equity and cultural localization. The paper proposes targeted measures across three pillars—product innovation, digital branding, and supply-chain optimization—stressing deeper localization, distinctive brand positioning, and cost-structure improvements. The findings offer theoretical insights and practical recommendations for Chinese cosmetics enterprises expanding into Indonesia.

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