Research on Brand Remodeling and Marketing Strategy Optimization of Chinese Domestic Cosmetics in Post-pandemic Era

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.