Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)

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.211209.269How 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.

Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

Download article (PDF)

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
978-94-6239-483-4
ISSN
2352-5428
DOI
10.2991/assehr.k.211209.269How to use a DOI?
Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

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  -