Research on Brand Remodeling and Marketing Strategy Optimization of Chinese Domestic Cosmetics in Post-pandemic Era

Lening Dong; Hanfei Liu; Yi Tao

doi:10.2991/assehr.k.211209.269

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Research on Brand Remodeling and Marketing Strategy Optimization of Chinese Domestic Cosmetics in Post-pandemic Era

Authors

Lening Dong¹^{, †}, Hanfei Liu²^{, †}, Yi Tao³^{, *}^{, †}

¹Guangdong University of Foreign Studies, Guangdong, P.R.China.

²Changzhou No.1 High School, Changzhou, Jiangsu, P.R.China.

³Beijing Normal University- Hong Kong Baptist University United International College, Guangdong, P.R.China.

^†

These authors contributed equally.

^*Corresponding author. Email: n830031172@mail.uic.edu.cn

Corresponding Author

Yi Tao

Available Online 15 December 2021.

DOI: 10.2991/assehr.k.211209.269 How to use a DOI?
Keywords: Post-pandemic era; Chinese cosmetics; Brand remodeling; Marketing strategy
Abstract: The Covid-19 pandemic has dramatically attacked the Chinese cosmetics industry, impeding its development by reducing consumption, which is an urgent problem that needs to be addressed as cosmetics have already become daily necessities for many people. Such a lag phase has negatively influenced many people as they stop work and earn less money than before, changing their consumption concept from luxuries to goods at lower prices, such as domestic cosmetics products. Most importantly, with the rise of social media, Chinese cosmetics brands must develop further in this field. This paper will respectively take advantage of case study, comparative study, and literature review analysis to analyze our topic. By these means, we find out two potential problems that current Chinese cosmetics brands have: unstable market influence and the lack of professional and technical personnel. To solve these problems, we develop some solutions for brands: focusing on R&D and improving brand innovation awareness; seizing the market demand and creating brand differentiation points; endowing domestic cosmetics with cultural connotation, and expanding brand awareness. We hope this paper will offer Chinese cosmetics brands some theoretical and practical ideas to improve their marketing strategies during the post-pandemic era and help them successfully get through the COVID-19 crisis. Also, we expect that our research will enlighten more people to explore ways of brand remodeling, regarding targeted audiences as a standard for quantifying results.
Open Access: This is an open access article under the CC BY-NC license.

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Volume Title: Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
Series: Advances in Economics, Business and Management Research
Publication Date: 15 December 2021
ISBN: 10.2991/assehr.k.211209.269
ISSN: 2352-5428
DOI: 10.2991/assehr.k.211209.269 How to use a DOI?
Open Access: This is an open access article under the CC BY-NC license.

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ris enw bib

TY  - CONF
AU  - Lening Dong
AU  - Hanfei Liu
AU  - Yi Tao
PY  - 2021
DA  - 2021/12/15
TI  - Research on Brand Remodeling and Marketing Strategy Optimization of Chinese Domestic Cosmetics in Post-pandemic Era
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 1672
EP  - 1678
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.269
DO  - 10.2991/assehr.k.211209.269
ID  - Dong2021
ER  -

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