An Exploration Of The Way To Top Grade Products Of Domestic Cosmetic Brands

After the reform and opening up of China in 1978, with the rapid development of economy, science and technology and the great elevation of living standards of Chinese people, Chinese cosmestic industry has also made great progress. The fast development of the national economy brings much higher income and consumption level which creates broad market prospect for the top grade cosmetic products in China. However, since the 1980s, international cosmetic giants have gradually occupied the Chinese daily product market, capturing the whole market share top grade of cosmetic products through high-price policy and pervading the second and third market by buying companies and building joint ventures. Therefore, it's imperative for China to build its own cosmetic top grade brands.This paper includes four parts. The first part introduces and analyzes the development process, current situation and developing trend of Chinese cosmetic and the psychological analysis of Chinese top grade cosmetic consumers The second part analyzes the necessity of establishing top grade brands and through SWOT analysis , puts forward the feasibility of it. The third part brings forward five strategies for building top grade brands on the basis of the above analysis. The last part studies the prospects of Chinese enterprises'top grade brands.