Research On The Strategy For Brand Internationalization Of Chinese Cosmetics

With the development of the world economy and the progress of technology,people's life level gradually improves and consumer habits are changing.Therefore,the pursuit of diversification,personalization and fashion has become a trend.Consumers prefer to seek what they need from a unique brand.Therefore,in the market,the brand plays a more and more important role.Today,with the increasingly fierce competition at home and abroad,more kinds of products emerge and homogenization phenomenon become serious.The only way to survive in competition is establishing a unique brand and accumulating brand value.The ability of the company to build an international brand image has become an important criterion for the establishment of the brand's sustainable advantage.Since Chinese reform and opening up policy,with foreign brand invasion into Chinese market,Chinese cosmetics brand struggle in the fierce competition in the market environment.Although there were some well-known brands,most of these brands failed to escape the fate of the acquisition by foreign enterprises.On the other hand,most cosmetics brand in our country are in the low-end market with little share.Despite some brands have relied on advertising temporarily became a whoop and a holler brand,these brands did not long survive.The main reason of Chinese cosmetics business failure is not aware of the importance of the brand and the brand strategy errors.Herborist Cosmetics Co.Ltd.Shanghai Jahwa as a wholly owned subsidiary of Abt Associates Inc,since 1998,is one of the extremely fantastic developed national brands.It was bought to Hong Kong and Europe and stand firmly in Hong Kong and the European cosmetics market.Its brand internationalization road is quite bumpy while it made some achievements.Therefore,Herborist's brand internationalization strategy has an advantaged inspiration to the development of our national makeup brand.This paper,firstly,analyzed and summarized the development status of Herborist and its Brand internationalization strategy;then combing the overall development trends of the current international cosmetics market,especially European market,done the SWOT analysis according to external opportunities and challenges of Herborist's internal strengths and weaknesses and suggested the development strategies to maintain and enhance the international status of the brand either;finally,summarized some enlightenment of the internationalization of Herborist's development strategy of Chinese cosmetics brand.