Strategic analysis of consumer trust and market positioning for winona in Thailand's skincare industry

Abstract

The Thai skincare market is highly competitive, attracting both local and international brands. This paper explores the entry of Winona, a Chinese skincare brand specializing in sensitive skin, into this challenging environment. Using qualitative research methods, including interviews, observations, and secondary data, the study analyzes Winona’s strategies to overcome consumer skepticism and intense competition. The findings show that Winona’s focus on dermatologically tested products and scientific innovation meets consumer demand for effective skincare. However, challenges such as price sensitivity and perceptions of Chinese products persist. By applying the 4Ps marketing mix and the marketing funnel, Winona relies on influencer marketing, KOL collaborations, and multi-channel distribution to build trust and increase brand awareness. This study provides practical strategies for Chinese skincare brands to gain trust, differentiate through innovation, and appeal to Thai consumer preferences in a saturated market.