Research on the Opportunities for Chinese Domestic Cosmetics to Advance into High-end Products

Abstract

In recent years, with the rapid growth of China's economy, domestic cosmetics brands have emerged; With the improvement of domestic people's living standards and the improvement of market purchasing power, China has become the third largest luxury consumer in the world, after the United States and Japan. As the entry-level industry of luxury goods, high-end cosmetics still occupy the main market by European and American international brands. This paper will take China's domestic cosmetics brands as the research object. This paper will mainly use the methods of qualitative analysis, general analysis, and case analysis, and analyze the development status of the domestic cosmetics market from the overall market and individual manufacturers through data analysis and chart analysis. SWOT analysis was used to analyze the market environment of domestic cosmetics brands of the Revised Group from macro and micro market environment and summarized the advantages and disadvantages, opportunities and hidden dangers at the present stage. It focuses on analyzing how to position domestic cosmetics brands and discusses how to carry out brand marketing around the target market. Finally, it summarizes the main factors that promote the success of brand positioning. Brand development planning is the soul of a product, especially high-end cosmetics, which determines whether a brand can gain a competitive advantage in a complex environment to strive for a larger market share. In the face of fierce competition and continuous development of the cosmetics market, domestic cosmetics only take the brand road, shape the brand image, strengthen the brand characteristics, and establish a strong competitive advantage, enterprises can continue to develop.