Through Regression Analysis of Mao Geping's Marketing Strategy: The Construction Path of China's High-End Beauty Brands Is Derived

Jingxuan Chen

2025

Abstract

The high-end beauty market in China has long been monopolized by international brands. The core challenge faced by domestic brands lies in the predicament of how to transform traditional cultural resources into market competitiveness and build sustainable brand authority. This study takes the Maogeping brand as a case study and, through a mixed research approach (text analysis, regression analysis and literature review of social media data), explores how it achieved a breakthrough from the professional circle to the mass market through the strategy of "founder's professional authority + Oriental cultural narrative + social media marketing". Through the research, three main findings were made. First, the "scarcity of skills" of founder MAO Geping is concrealized and disseminated through live streaming and short video teaching content, forming a cognitive closed loop of "professionalism is value". Secondly, the "Qi Yun Dongfang" series, which collaborated with the IP of the Forbidden City, has activated the young generation's recognition of traditional culture. Thirdly, social media UGC activities (such as the "National Makeup Challenge") promote the diffusion of brand influence from professional circles to a wide range of users by converting some technical terms into easy-to-understand words for dissemination and lowering the participation threshold. Finally, this study proposed a three-stage path of "anchoring value through the scarcity of skills", "reconstructing identity through cultural symbols", and "activating the market through participatory communication", providing a new perspective for brand theory in a non-Western context and offering practical inspiration for domestic high-end brands to break through international suppression.

Paper Citation

in Harvard Style

Chen J. (2025). Through Regression Analysis of Mao Geping's Marketing Strategy: The Construction Path of China's High-End Beauty Brands Is Derived. In Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML; ISBN 978-989-758-775-7, SciTePress, pages 622-626. DOI: 10.5220/0013851100004719

in Bibtex Style

@conference{iceml25,
author={Jingxuan Chen},
title={Through Regression Analysis of Mao Geping's Marketing Strategy: The Construction Path of China's High-End Beauty Brands Is Derived},
booktitle={Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML},
year={2025},
pages={622-626},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013851100004719},
isbn={978-989-758-775-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML
TI - Through Regression Analysis of Mao Geping's Marketing Strategy: The Construction Path of China's High-End Beauty Brands Is Derived
SN - 978-989-758-775-7
AU - Chen J.
PY - 2025
SP - 622
EP - 626
DO - 10.5220/0013851100004719
PB - SciTePress