Abstract: Since 2014, as a Korea manufacturer of anti-hair loss preparations and hair growth solution, NDM Company have been faced with a pincer attack from both domestic market and global market, which resulted in a rapid decline in the domestic market share, lost the power of sustainable development in global market. Faced with many harsh challenges, Korean small and medium-sized businesses dispersed to explore new markets, many of them consider the Chinese market the market with infinite development potential and speed. Many companies establish a global strategy to target the Chinese market. NDM Company also began to explore into the Chinese market strategies. in short term, the company need to make sure that their products can inspire motivation from purchase of Chinese consumers, along with the core competitiveness of their products in the Chinese market. A More importantly, in a long term, it is crucially important to the company that it can do both: build up brand image and make various productions in lower costs. This case, from the perspective of resource and funds limited small and medium sized business, how to combine the traditional market entry strategies and new B2C cross-border electronic commerce mode, analyzing and discussing about entry Chicness market strategy and focuses on small and medium sized business how to find out the most appropriate internationalization path.
Keywords: Entry foreign market strategy; B2C e-commerce; Online marketing; Strategy decision
