Research on Chinese Beauty Brands’ Marketing Strategies based on the Comparison of International Beauty Brands and Chinese Beauty Brands

Abstract

Unlike other industries, the beauty brands market is a strong industry even after the pandemic because everyone has the desire to pursue beauty. According to the findings, there are no Chinese beauty brands in the top 10 beauty brands in the world. How could Chinese beauty brands go international is the question the brands need to consider. So the research uses content analysis and comparative analysis to compare the differences or disadvantages of Chinese beauty brands. After discovering these problems, the research provides some marketing strategies as solutions. Based on different consumers, brands need to come up with different products. For example, more male consumers enter the market, so the brand needs to release more products with functions that men would want. Of course, Chinese beauty brands should not do the same things. Instead, combining the domestic situation and the trend would be more practical for Chinese brands to improve. However, keeping up with the products’ solid quality and ensuring the consumer has a good time shopping in the company are always strengths in the market.