Research On Brand Internationalization Strategy Of HERBORIST

Under the background of economic globalization, barriers between international market and domestic market are disappearing; the brand internationalization has become an important choice for companies’ brand development. However, the process of brand internationalization of local cosmetics brand is slow. In the circumstance that foreign skincare brands have a strong development, local skincare brand HERBORIST broke through barriers of cultural differences, became China’s first skincare brand which developed into the international market and brought experiences for national skincare brands of the future development.In this paper, we make HERBORIST as a case, analyze the key success factors of brand internationalization strategy of HERBORIST. Firstly, we analyze the current status of international development of HERBORIST. Then we research the brand positioning strategy, brand communication strategy and brand channel construction strategy of HERBORIST. Thirdly, from two perspectives of extrnal circumstances and the brand itself,we sum up problems which HERBORIST still facing in the process of internationalization, and make some recommendations for the further development of HERBORIST. Lastly, we summarize some successful experiences in brand construction and brand internationalization of HERBORIST.We hope this case could provide brand internationalization experience for more China’s local skin care brands. Through this study we found that, in order to promote brand internationalization process, HERBORIST need to improve the brand system, deepen the channel constrution, strengthen brand recognition system and communication with foreign consumer, and truly achieve international brand output. Local cosmetics companies should learn from HERBORIST, pay more attention to brand building, highlight the national culture, improve the channel construction, strengthen their technological strength to create strong brands.China should also enhance the national brand image to expand the influence of Chinese skincare brand.