Research on the Marketing Strategy of Girlcult National Beauty Brand

Abstract

Generation Z is characterized by the consumption habits of pursuing quality of life and personalized expression. The consumption concept has gradually transitioned from focusing on product functions, cost performance and following Western trends to pursuing the spiritual attributes, aesthetics and cultural pride of products. " As soon as the concept of "national trend" appeared, it quickly occupied every corner of the market. National trend beauty brands with Generation Z as the main consumer target group are full of vitality by taking advantage of this consumer trend. As one of many Chinese fashion beauty brands, Girlcult is the first to create a personalized Chinese fashion girl beauty brand positioning of "weird, romantic and adventurous". Open the market quickly. The purpose of this article is to study the marketing strategy of Girlcult, a national fashion cosmetics brand, to explore ways of reference for the development of the national fashion cosmetics brand market, and to promote its rapid and healthy development.