Research on the Development Strategy of China’s Domestic Beauty Brands in Transnational Markets

-- Mao Geping as an Example

Abstract

This article outlines that with the development of economic globalization, domestic beauty products have emerged one after another. However, with the late start of domestic beauty makeup and a weak foundation, how should Chinese makeup brands develop in the international market? Taking the old makeup brand Mao Geping as an example, it combines case analysis and literature research methods. After examining the sales, market, and brand status of domestic makeup, it summarizes the reasons for the rise of domestic makeup and the future development trend. At the same time, problems such as the limitations of brand products, the asymmetry between price and R&D, the incompatibility between marketing strategies and the trend of the times, and the mismatch between promotion methods and the market were also found. And formulate solutions in line with the current era and brand background. This article also hopes to inspire and help the future development of domestic makeup.