SHS Web Conf.
Volume 165, 2023The 2nd International Conference on Creative Industries and Knowledge Economy (CIKE 2023)
|Number of page(s)||4|
|Section||E-commerce and Economic and Trade Marketing|
|Published online||03 May 2023|
Analysis of Barbie Dolls’ Low Sales Volume in China
Hebei Normal University of Science & Technology, Qinhuangdao, 066000, China
Barbie dolls are popular in many countries, and this toy brand has made a lot of profits for Mattel, the world’s largest toy company that owns a large number of well-known toy brands including Barbie. The USA is the largest market for Barbie dolls, and the sales of Barbie dolls in the USA market account for 56.52% of the total. However, in China, Barbie dolls’ sales volume does not live up to expectations. In this paper, by using Hofstede’s five dimensions, the author analyzed the cultural differences between China and the USA, which indicates that the cultural diversity between China and the USA, such as power distance and individualism/collectivism, can influence Barbie dolls’ sales volume. Based on this analysis, the author suggested that Mattel should change its strategies in localization and advertising, so as to improve the sales volume of Barbie dolls in China’s market.
© The Authors, published by EDP Sciences, 2023
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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