Analyzing the Influential Factors on Overseas Consumers' Purchase Intention

Abstract

Florasis, a leading and great domestic brand in China, has ventured out of the country and produced excellent achievements in a short period of time, despite the fact that all Chinese brands have a strong willingness to move overseas. The purpose of this paper was to investigate the impact of marketing strategy on the purchase intentions of international consumers. This study examines the Florasis case by integrating Marketing Mix Theory and Florasis's overseas sales statistics. Finally, it was discovered that it performs exceptionally well in three areas: product design, numerous distribution channels, and promotion. Based on the Florasis brand's current strengths, this report makes three recommendations for its future development: improve product quality, improve brand service, and send distinct messages to different audiences. The case study of Florasis in this research has important implications for other Chinese firms expanding internationally. Chinese brands will go global more efficiently if they learn from their triumphs and improve on their flaws.