Abstract
In recent years, China's beauty market has developed rapidly, and with the blessing of short video marketing platforms, it is developing at an alarming rate. However, because Chinese local brands have lagged behind European, American, Japanese and Korean brands for many years, the Chinese beauty market is being dominated by European, American, Japanese and Korean brands. Under such market conditions, how will Chinese local brands stand out? How to find your own way amid the attacks of European, American, Japanese and Korean brands? This article will analyze the problems encountered by the current development of Chinese local brands and propose solutions.
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