부산대학교 도서관

Since the liberalization in 1978, China has rapidly developed its cosmetic market, which is now known as the “beautiful economy.”The Chinese cosmetic market is one of the world largest emerging market. For 20 years, the Chinese cosmetic industry has developed from small to large scale, from weak to strong power, and from simple extensive to leading technology and group management. The industry has formed an industrial army with a certain scale and high vitality. Cosmetics firmsin China have sprung up more and more. Numerous cosmetic brands have been endlessly emerging, thereby intensifying the competition. Nonetheless, multinational brands have accounted for most domestic high- and middle-ends cosmetic markets. The majority in the low-end market are local brands, with limited profits. Compared with multinational brands, domestic cosmetic firms are inferior in terms of production combination, capital strength, brand impact, and research and development. The over-simplified product combination, repeated market position, serious homogenization, and single marketing methods are important factors that restrain the development of many domestic cosmetic firms. With the increasing pursuit for health and the rapid development of dermatology, medical skin care products with high safety and efficiency have been an irresistible trend. As more women start to pay attention to the quality and safety of skin care products, professional staff should do deeper research and have more recognition on the structure and physiological effect of skin and its appendant organs. Therefore, studies on cosmetics should be more professional. As for the current situation of the Chinese cosmetic market, companies with local brands should utilize differentiation strategy, create markets or market segments and/or do branding. In this regard, the presentstudy starts from the brand internationalization, analyzes the current situation of domestic cosmetic products, and then predicts the future development. Based on certain understanding of domestic cosmetic development environments, the current study analyzes the existing problems in the process of brand internationalization. Specifically, the brand histories of Avene and Inoherb have been illustrated with the combination of case studies. The development strategies of their brand internationalization have been compared, analyzed, and studied to seek the places which can be influenced and learned from. Finally, based on the case studies, the process of brand internationalization has been put forward. The current study recommends Chinese cosmetic firms to strengthen brand consciousness, to strengthen technological and manpower investment, to pay attention to diversified marketing, and to create Chinese characteristics. This has certain practical significance to the domestic cosmetic industry in China.