Research on the High-End Market Positioning Strategy of MAOGEPING Cosmetics: The Brand Management Path of the Founder's Brand Effect and Cultural Connotations

Jiayu Xu

2025

Abstract

This paper focuses on the positioning strategy of MAOGEPING cosmetics (MGPIN) in the high-end market, and explores how it achieves differentiated competition through the founder's brand effect and cultural connotations. Based on the data of 226 valid questionnaires and the case analysis method, the study finds that MAOGEPING cosmetics combines the professional authority of the founder (70% of the respondents recognize the professional image) with intangible cultural heritage elements (71.49% of consumers make purchases due to cultural co-branding) to create scarcity, forming a "professional + cultural" dual-driven model. However, the brand faces challenges such as a misalignment between the income structure and the high-end positioning (34.51% are from low-income groups), a shortfall in the recognition of brand ambassadors (84.16% are unaware), and an imbalance in the product line (the cosmetics line accounts for 87.33%). This research provides practical insights such as stratified marketing, innovative cultural storytelling, and experiential communication for domestic brands, filling the theoretical gap in the field of brand management of high-end domestic cosmetics brands.

Paper Citation

in Harvard Style

Xu J. (2025). Research on the High-End Market Positioning Strategy of MAOGEPING Cosmetics: The Brand Management Path of the Founder's Brand Effect and Cultural Connotations. In Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML; ISBN 978-989-758-775-7, SciTePress, pages 632-638. DOI: 10.5220/0013851400004719

in Bibtex Style

@conference{iceml25,
author={Jiayu Xu},
title={Research on the High-End Market Positioning Strategy of MAOGEPING Cosmetics: The Brand Management Path of the Founder's Brand Effect and Cultural Connotations},
booktitle={Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML},
year={2025},
pages={632-638},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013851400004719},
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 - Research on the High-End Market Positioning Strategy of MAOGEPING Cosmetics: The Brand Management Path of the Founder's Brand Effect and Cultural Connotations
SN - 978-989-758-775-7
AU - Xu J.
PY - 2025
SP - 632
EP - 638
DO - 10.5220/0013851400004719
PB - SciTePress