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

Communication University of China, Nanjing, 211172, China

Keywords: High-End Cosmetics, Brand Positioning, Founder's Effect, Cultural Connotations, Domestic Brands.

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.

1 INTRODUCTION

In recent years, the competition in the Chinese

cosmetics market has become increasingly fierce.

Domestic brands urgently need to break through the

long-term monopoly of international brands through

differentiated strategies and achieve a breakthrough.

Most existing studies focus on brands in the mass

market (such as Florasis and Perfect Diary), and there

is insufficient discussion on the development path of

high-end domestic cosmetics brands. Domestic

cosmetics brands are faced with the dilemma of

clustering in the mid-range and obvious

homogenization. MAOGEPING cosmetics stands out

with its high pricing strategy, the professional

authority of the founder, and co-branding with

intangible cultural heritage, successfully entering the

high-end market. However, its brand management

mechanism has not been systematically analyzed.

This study takes the "dual-driven model of

professional authority + cultural scarcity" as the core,

mainly exploring how MAOGEPING cosmetics

achieves high-end positioning by combining high

pricing with cultural connotations, the process of

transforming the founder's effect into brand value,

and the inspiration of its strategy for the high-end

development of domestic cosmetics brands.

The purpose of this study is to fill the theoretical

gap and provide a replicable strategic framework for

domestic brands. At the practical level, it provides a

replicable strategic framework for other domestic

brands, helping domestic cosmetics brands to achieve

breakthrough and innovation in the high-end market

dominated by international brands, and promoting the

transformation of the industry towards

professionalism, high-end, and high added value.

Existing studies mainly focus on the social media

marketing (such as Xiaohongshu and Douyin) of

domestic brands, the analysis of consumer behavior

(the sense of identity of the young group), and the

internationalization path. However, there is

insufficient attention to the premium mechanism of

high-end brands. The research on cultural

connotations mostly stays on the surface, lacking an

in-depth discussion on the correlation between

intangible cultural heritage elements and brand value.

In addition, the research on the founder's effect is

scarce, especially how professional authority is

632

Xu, J.

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

DOI: 10.5220/0013851400004719

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 2nd International Conference on E-commerce and Modern Logistics (ICEML 2025), pages 632-638

ISBN: 978-989-758-775-7

transformed into brand assets has not been

systematically analyzed.

Based on David A. Aaker's brand equity theory,

brand value can be constructed through product

characteristics, user scenario associations, and

cultural storytelling (Aaker, 1991). MAOGEPING

cosmetics strengthens consumers' trust through the

professional authority created by the founder's IP,

and enhances the emotional value through

co-branding with intangible cultural heritage

elements. "Cultural memory empowers brand

emotional value" verifies the feasibility of the brand's

high-end development path in the dual dimensions of

"function + emotion". From the perspective of brand

symbol theory, MAOGEPING cosmetics uses the

brand of a professional makeup artist as an identifier,

sets the price by benchmarking international big

brands, actively constructs the association between

commodities and meanings, differentiates its target

customer groups from similar cosmetics brands, and

creates a differentiated identifier, fully reflecting the

role of brand symbol identification.

Under the theoretical framework of consumer

society, the brand serves as a communication tool

that links consumers' identity, which provides certain

ideas for this paper to explore the behavior of

MAOGEPING cosmetics in the high-end market

(Aaker, 1991). Based on the view of the symbiosis

between the brand and urban culture, the co-branding

strategy of MAOGEPING cosmetics and the

Forbidden City is of great value. This strategy

transforms regional culture into a brand's

differentiated advantage, showing a new direction for

brand development (Wei & Yu, 2022).

2 RESEARCH METHODS

2.1 Research Design

This study adopts a combination of questionnaire

surveys and case analysis methods, aiming to have a

more comprehensive understanding of brand

communication and consumer behavior.

Standardized questionnaires are designed around the

core research questions, including consumers' basic

information (age, income, etc.), brand cognition

dimensions (channels of awareness, brand

impression), and purchase behavior indicators

(purchase frequency, decision-making influencing

factors). In the logical setting, "Have you heard of

this brand?" is used as a screening question, and only

respondents who are aware of the brand will be

shown the subsequent core questions, ensuring the

validity of the sample and the authenticity of the

data. This structured question design ensures that the

data is convenient for statistics and comparison, and

it is easy to analyze the differences in the views of

different groups on the brand through methods such

as percentages, providing an objective data basis for

the research. The "MAOGEPING" brand is selected

as the research object, and its market strategy,

product promotion activities, and brand development

history are carefully sorted out. By analyzing public

reports, brand activity materials, etc., the successful

experiences and challenges faced by the brand in

actual operation are summarized, so as to explain the

reasons behind consumer behavior. For example,

how the brand improves its popularity through

cross-border co-branding. The quantitative data of

the questionnaire survey and the interpretation of the

case analysis complement each other. The former

illustrates the phenomenon, and the latter explains

the reasons. The combination of the two makes the

research conclusions more persuasive and reliable.

2.2 Data Collection

The questionnaires are mainly distributed through

mainstream social media platforms such as Weibo,

Rednote, and Douyin. These channels are selected

based on the large scale and high activity of social

media users in China. The three platforms cover

different age and consumption level groups, which

can effectively reach the potential and existing

consumers of the MAOGEPING brand. In order to

improve the questionnaire response rate, incentive

measures such as lucky draws and small red

envelopes are set up in the study. Finally, 258

questionnaires are recovered. Through real-time

monitoring, 32 invalid questionnaires such as those

with too short answering time and contradictory

answers are eliminated, and 226 valid questionnaires

are determined. The sample screening process

strictly implements the screening mechanism in the

questionnaire design, ensuring that the target group

is all consumers with a cognitive understanding of

the MAOGEPING brand, providing a reliable basis

for subsequent data analysis.

3 PROJECT IMPLEMENTATION

3.1 Implementation Steps

In this survey, the questionnaire design work is

carried out first. A questionnaire containing 17 core

questions such as gender, age, income, and brand

Research on the High-End Market Positioning Strategy of MAOGEPING Cosmetics: The Brand Management Path of the Founder’s Brand

Effect and Cultural Connotations

633

cognition is carefully compiled to ensure that all the

required information can be comprehensively

obtained. After completing the questionnaire design,

it is selected to be distributed online through beauty

communities and social platforms. At the same time,

the method of red envelope incentives is adopted to

improve the enthusiasm of users to participate and

expand the coverage and recovery quantity of the

questionnaire. After the questionnaires are

recovered, the data screening work is carried out.

The invalid questionnaires with too short filling time

and logical contradictions are carefully screened and

eliminated to ensure the data quality. Finally, the

Questionnaire Star platform is used to process the

valid data. Through generating data charts, statistical

tests, data visualization, and correlation analysis are

realized, and the information and laws behind the

data are deeply mined.

3.2 Challenges and Solutions

In this study, challenges such as sample bias, data

accuracy, and regional limitations are faced. In terms

of sample bias, female respondents account for

72.57%, and the male data is obviously insufficient.

Although efforts have been made to broaden the

scope of questionnaire distribution, due to the high

proportion of female users on beauty community

platforms such as Xiaohongshu, and the platform's

push algorithm tends to favor female groups, and the

enthusiasm of male respondents to fill in the

questionnaire is relatively low, resulting in an

imbalance of data in the gender dimension. This may

limit the comprehensiveness of the analysis results

and make it difficult to fully understand the views

and behaviors of male consumers. To this end, in

future research, questionnaires can be targeted to be

put into the male group to improve the sample

structure.

In terms of data accuracy, all the samples in this

study are from online users, and there is randomness

in filling in online questionnaires. Some respondents

did not answer seriously, resulting in inconsistent

data quality. To solve this problem, offline data

collection can be supplemented in the follow-up, and

online and offline data can be combined to improve

the universality and reliability of the research data.

Regional limitations cannot be ignored either.

Since the data is mainly collected through online

channels, there are limitations in the geographical

distribution and occupational structure of the

samples, making it difficult to completely present the

views and behavior patterns of people from different

regions and occupations on MAOGEPING

cosmetics. In subsequent research, the data

collection method should be further optimized, and

the sample coverage should be expanded to

minimize the impact of regional and sample

structure biases on the data results.

4 RESULTS AND ANALYSIS

4.1 Consumer Portrait and Brand

Cognition

The results and analysis of this survey show that the

consumer portrait of MAOGEPING cosmetics is

characterized by mainly young women. Among the

samples, 72.57% are women, 48.67% are aged

between 18 and 25, and 34.51% have a monthly

income of less than 3,000 yuan, revealing a

misalignment between the "brand tone and users'

payment ability". In terms of brand cognition,

78.76% of the respondents are aware of the

MAOGEPING brand, and 70% recognize its

professional makeup artist image, which is

significantly higher than other brand image labels

(such as high-end luxury goods, cost-effective

domestic products). It can be seen that the brand has

a strong basic cognition, and the professionalism as

the core image is deeply rooted in the hearts of the

people. In terms of communication channels,

94.57% of the respondents came into contact with

the brand through social media, while the offline

penetration rate is less than 40%.

Based on the brand symbol theory that "the brand

is the active construction of the association between

commodities and meanings", MAOGEPING has

successfully benchmarked international big brands

through the symbolized label of "the brand of a

professional makeup artist" (recognized by 70% of

users) (Aaker, 1991). The demand of young female

users for professional authority (such as the courses

of the makeup artist academy) forms a strong

association with the brand symbol, verifying the

mechanism of "identification drives identity" in the

symbol theory. However, due to the limitations of

sample bias, future research should focus on the

acceptance of professional cosmetics by men.

Considerations can be given to launching neutral

packaging or men's skin care lines to expand the

coverage of the brand symbol.

Further analysis shows that there is a positive

correlation between price recognition and

professional image cognition: among the group that

believes that the price "is very consistent with the

value", the professional image recognition rate is as

ICEML 2025 - International Conference on E-commerce and Modern Logistics

634

high as 83.33%, while the proportion of the group

that does not recognize the price drops to 63.64%.

Mr. MAO Geiping, the founder, as a professional

makeup artist, his professional image and personal

brand effect are one of the core competitiveness of

the brand. 70% of the respondents position it as a

"professional makeup artist brand", and there is a

positive correlation between price recognition and

professional image cognition. This shows that the

founder's authority as a professional makeup artist

provides a trust guarantee for the brand's high-end

positioning, and consumers are willing to pay a

premium for the "professional value". In addition,

the establishment of the MAO Geping Makeup

Artist Academy (40% of the respondents learned

about the brand through related activities) further

strengthens the brand's industry influence, extending

the founder's IP from the individual level to the

corporate level, forming a closed loop of

"professional education + product service".

The brand's practice of corporate social

responsibility by advocating the maintenance of a

fair and good order or the protection of cultural

inheritance is a key part of constructing the meaning

of commodities (Wang, 2021). The construction of

the meaning of the MAOGEPING brand closely

revolves around the needs of the consumer group. In

terms of strategy implementation, on the one hand,

MAOGEPING launches co-branded products, and

on the other hand, it actively participates in social

welfare activities and focuses on women's issues. As

a high-end positioning cosmetics brand, the main

consumers of MAOGEPING are mostly women.

Based on this, the brand actively advocates the

concept of "her power" in the product concept

communication. Taking the intangible cultural

heritage co-branding cooperation of "Oriental

Garden, Symbiotic by Love" as an example,

MAOGEPING has always adhered to the position of

striving for a broader development space for women

and actively voiced its opinions. According to the

analysis of the "price sensitivity adjustment effect"

in the research on feminist advertising, low-income

groups pay more attention to the functional value of

products (such as long-lasting wear and

cost-effectiveness) than cultural premiums, while

high-income users (with a monthly income of more

than 10,000 yuan) are more likely to pay a premium

for "professional endorsement + cultural scarcity"

(73.33% price acceptance) (Li, 2024; Zeng, He &

Liu, 2022). MAOGEPING cosmetics integrates

feminist values into the narrative of "her power",

which coincides with the mechanism of

"self-cognition drives purchase intention" in the

research on feminist advertising (Li, 2024; Zeng et

al., 2022). This series of measures not only reflects

the successful practice paradigm of the brand

fulfilling its social responsibility while pursuing its

own development. Through establishing a deep

meaning connection with the connotation of

feminism, MAOGEPING has successfully created a

unique brand symbol, built a differentiated brand

image in the market competition, and stood out

among domestic cosmetics brands and entered the

high-end market.

The data also reflects that the social media

communication of the brand is better than the offline

communication. The digital marketing of

MAOGEPING cosmetics has achieved remarkable

results. Social media recommendations have become

the primary driving force for purchase decisions

(78.28%), but the offline channel penetration rate is

insufficient (only 40% learned about the brand

through counters). Although online traffic brings

high exposure to the brand, the lack of offline

experience leads to insufficient in-depth interaction

with users. For example, only 13.12% of consumers

came into contact with the brand through friends'

recommendations, reflecting the shortcoming of

interpersonal communication. It is recommended

that the brand rely on the founder's IP to create an

"experiential consumption scene" - such as opening

intangible cultural heritage-themed pop-up stores

and holding makeup master classes, converting

online traffic into offline loyal users, and at the same

time enhancing the brand's storytelling and sense of

ritual.

4.2 Cultural Empowerment and

Professional Image Driving

In terms of cultural empowerment and professional

image driving, MAOGEPING cosmetics shows a

unique development path and remarkable results.

The survey data shows that the co-branding projects

with the Forbidden City (63.8%) and the

mother-of-pearl inlay intangible cultural heritage

(62.9%) have a relatively high recognition rate.

Intangible cultural heritage elements (71.49%),

social media recommendations (78.28%), and

product quality (72.85%) constitute the core

purchase driving forces. Pearson correlation analysis

shows that there is a highly significant positive

correlation between consumers' price recognition

and the brand's professional image and cultural

connotations, verifying the synergistic effect of

cultural empowerment and professional image on the

brand's premium ability (Zong & Liu, 2022).

Research on the High-End Market Positioning Strategy of MAOGEPING Cosmetics: The Brand Management Path of the Founder’s Brand

Effect and Cultural Connotations

635

MAOGEPING skillfully combines "professional

authority (the founder's IP)" with "cultural scarcity

(co-branding with intangible cultural heritage)" to

construct brand assets. Relying on the founder's

professional image to lay a trust foundation for the

brand, such as strengthening user education through

the makeup artist academy; using cultural scarcity to

enhance the emotional value of products, such as

integrating the patterns and color schemes of the

Forbidden City into product design, endowing

products with artistry, thus forming a

dual-dimensional premium ability of "function +

emotion".

From the perspective of the symbiosis between

the brand and urban culture, the co-branding strategy

of MAOGEPING and the Forbidden City has

pioneering value. As an iconic symbol carrying

Chinese traditional culture and the urban memory of

Beijing, the Forbidden City contains architectural

aesthetics, imperial culture, and historical heritage,

which are deeply integrated with the product design

of MAOGEPING cosmetics, transforming regional

cultural capital into the brand's differentiated

competitive advantage (Wei & Yu, 2022). This

symbiotic model is not only reflected in the concrete

presentation of the colors and patterns of the

Forbidden City in the product appearance, but also

through various forms such as co-branding activities

and cultural exhibitions, a deep interaction between

the brand and the urban cultural space is constructed.

For example, the accurate reproduction of the

architectural colors of the Forbidden City in the

co-branded products makes the cosmetics a flowing

carrier of urban culture; the immersive experience

activities carried out by the brand with the help of

the IP of the Forbidden City further strengthen

consumers' sense of identity with the brand's cultural

value. This practice of injecting urban cultural genes

into the brand development strategy provides a new

paradigm for the beauty industry to explore the path

of cultural empowerment, showing an innovative

direction of mutual promotion and coordinated

development between the brand and regional culture.

MAOGEPING launched the project of "Oriental

Garden, Symbiotic by Love", combined with the

public welfare activity of "Show What She

Embroidered" (Official Website of MAOGEPING

Cosmetics, 2023). Inspired by ethnic embroideries

such as Qiang embroidery and Zhuang embroidery,

it launched the limited "Red Rhyme" series of

products. This not only injects storytelling into the

products, enhancing the emotional resonance with

users, but also integrates ethnic themes into the

makeup creation, deepening the connection between

consumers and the brand's values. MAOGEPING

cosmetics deeply integrates cultural genes with color

narratives. Taking "Chinese colors" as the core, it

combines traditional color aesthetics with modern

cosmetics technology to construct a unique cultural

logo. The research shows that 71.49% of consumers

make purchase decisions due to the co-branding with

intangible cultural heritages, which confirms the

mechanism of "cultural memory empowers

emotional value" in the national trend culture. For

example, "lapis lazuli blue" is taken from the

mineral pigments of Dunhuang, and "cinnabar red"

is derived from the lacquerware of the Forbidden

City. These colors are not only visual symbols but

also carry profound historical narratives and national

aesthetic identities. Through the "Oriental Garden"

series, the brand closely links colors with regional

cultures, making the products carriers of the living

inheritance of traditional culture, echoing the trend

of "cultural confidence drives consumption" in the

national trend economy (Huangpu, 2022; Huang,

Feng, Cai, Li, 2022; Zhang, 2023; iiMedia Research,

2024). This strategy is in line with the logic of

"symbolic social interaction" of national trend

fashion brands. Consumers complete their identity

expression and group belonging through sharing on

social media while using specific color shades,

forming a consumption ecology where "colors are

social currency", further enhancing the brand's

cultural influence and market competitiveness

(Wang, 2021; Huangpu, 2022; iiMedia Research,

2024).

At the same time, MAOGEPING held the

exhibition of "The Light of the Nation, Shining in

Paris" in Paris and launched the "Splendid Color

Light" series of products (Offical Website of

MAOGEPING Cosmetics, 2024). The design

skillfully integrates Eastern and Western elements,

not only highlighting profound cultural connotations

and innovative design concepts but also

demonstrating unique competitiveness in the global

market. Inspired by Eastern and Western

architectures, this series takes the French Art Deco

style as the core, integrating the urban cultures of

China and France, the spirit of competition, and the

images of athletes, while also incorporating

traditional Eastern designs such as Chinese

auspicious clouds and sea cliff patterns. It not only

presents a unique commemoration for the 60th

anniversary of the establishment of diplomatic

relations between China and France but also realizes

in-depth dialogue and integration between Eastern

and Western cultures. While inheriting traditional

Chinese culture, it shows tolerance and innovation

ICEML 2025 - International Conference on E-commerce and Modern Logistics

636

towards diverse cultures, greatly enhancing the

brand's international image and cultural value. This

design concept breaks the boundaries of traditional

aesthetics, meets the diverse needs of consumers

from different cultural backgrounds, endows the

products with both Western fashion sense and

Eastern charm, and effectively expands the audience.

This innovative practice provides valuable

experience for domestic cosmetics brands, proving

that by exploring their own cultural characteristics,

combining with international popular elements,

accurately positioning around specific themes, and

injecting cultural connotations, products with unique

charm can be created. In terms of opening up the

world market, MAOGEPING makes full use of its

status as the official beauty service provider for the

Chinese national team, relies on international events

such as the Paris Olympics to bring its products to

the global stage. At the same time, it conducts

cultural exchange activities and grand beauty art

styling shows to convey the concept of Eastern

aesthetics and enhance the cultural identity of

international consumers. In addition, it actively

expands cooperation with international retailers and

e-commerce platforms, sets up overseas counters and

experience stores, and constructs a global sales

network, promoting the brand's global development

from multiple dimensions and setting a successful

example for other domestic cosmetics brands to

enter the international market, confirming the

concept of "cross-cultural communication requires

two-way efforts" (Cultural Proficiency).

4.3 Contradictions in Market

Positioning and Strategy

Optimization

MAOGEPING faces multiple contradictions and

challenges in market positioning. Currently,

although the brand positions itself as high-end, the

survey data shows a significant contradiction in the

income structure of its core consumers: the group

with a monthly average income of less than 3,000

yuan accounts for 34.51%, among which 41.67%

hold negative opinions about the price-value match.

The high proportion of low-income groups and the

high-end positioning have a potential contradiction,

which may affect the brand's premium ability and

long-term market development. This phenomenon

may be related to the brand's social media-dominated

strategy (with a reach rate of 94.57%) - the

cost-effective content attracts price-sensitive users,

but their consumption ability conflicts with the

high-end positioning. In contrast, the high-income

group (with a monthly income of over 10,000 yuan)

accounts for only 18.58%, but their recognition of

the professional image (83.33%) and price

acceptance (73.33%) are significantly higher.

Based on the social stratification theory that

"stratification determines brand operation

strategies", this income mismatch reflects the

necessity of market stratification. A stepped strategy

can be adopted, launching limited co-branded

products such as the Forbidden City Collection

series to maintain the brand's tone, and at the same

time, developing mini-sets such as the "Student

Starter Gift Box" to expand the lower-tier market,

obtaining more consumer groups while avoiding

diluting the brand value (Aaker, 1991).

In addition, judging from the survey data, the

promotion effect of brand ambassadors is not ideal,

and there are dilemmas in the awareness and

conversion of the ambassador strategy. Market

research shows that 84.16% of consumers are not

aware of the brand ambassadors, which means that

the ambassadors have not fully played their role in

enhancing the brand's popularity and influence.

However, 60.63% of consumers believe that brand

ambassadors have a certain influence on their

purchase decisions. This contradiction highlights the

limitations of the current ambassador strategy:

although there is potential influence, the lack of

awareness restricts actual conversion. It is worth

noting that the sensitivity of the group concerned

about intangible cultural heritage to brand

ambassadors (63.29%) is higher than the average,

suggesting that the brand can appoint brand

ambassadors who possess both cultural temperament

and fashion influence (such as ambassadors for

promoting traditional culture), and strengthen the

brand narrative through public welfare actions (such

as intangible cultural heritage protection projects) to

achieve the dual empowerment of "culture +

celebrity" (Wang, 2021; Huang et al., 2022).

In terms of the product line layout, the cosmetics

line stands out with a high popularity rate of 87.33%,

while the development of other product lines is

relatively lagging behind. This unbalanced product

structure not only limits the brand's diversified

development but also makes it difficult to meet the

diverse beauty needs of consumers. It is necessary to

accurately adjust the market strategy to resolve the

contradictions and achieve the brand's sustainable

development.

"The brand should be as natural as brushing

teeth", enabling consumers to develop usage habits.

MAOGEPING cultivates user habits by updating

short videos daily on social platforms (such as

Research on the High-End Market Positioning Strategy of MAOGEPING Cosmetics: The Brand Management Path of the Founder’s Brand

Effect and Cultural Connotations

637

"makeup tutorials" and "creative makeup looks"),

combined with the activity of getting trial products

by checking in. It transforms low-frequency

consumption into high-frequency interaction,

improving the repurchase rate and user stickiness,

thus optimizing the market strategy.

5 CONCLUSION

MAOGEPING cosmetics verifies the applicability of

Aaker's brand equity theory in the high-end

development of domestic brands through the

"dual-driven model of professional authority +

cultural scarcity". The linkage between cultural

co-branding (such as with the Forbidden City and

lacquer mother-of-pearl inlay) and the founder's IP

(the personal influence of MAOGEPING, the

founder of the brand, and the makeup artist

academy) successfully constructs a differentiated

competitive barrier. However, the income mismatch

and the imbalance of communication channels need

to be solved through stratified strategies (luxury +

lower-tier products) and experience upgrades

(intangible cultural heritage pop-up stores). This

research fills the theoretical gap in the field of brand

management of high-end domestic cosmetics brands,

revealing the linkage mechanism between the

founder's brand effect and cultural connotations:

professional authority provides a trust foundation for

the brand, and cultural storytelling enhances the

premium ability through emotional value.

The practical experience of MAOGEPING

cosmetics provides systematic inspiration for

domestic cosmetics brands: brands can deepen

consumers' trust by strengthening the combination of

the founder's IP and the professional education

system; deeply integrate intangible cultural heritage

elements into product design and experience

scenarios to enhance the appeal of cultural

storytelling; launch differentiated product lines to

balance high-end positioning and market coverage,

achieving a dual improvement in brand tone and

audience scale; and at the same time, innovate the

ambassador strategy, selecting partners with high

recognition to strengthen brand memory points. In

addition, constructing the "dual-driven model of

professional authority + cultural scarcity" can

effectively shape a high-end brand image - the

integration of intangible cultural heritage and the

brand positioning of professional makeup artists can

strengthen consumers' associations with product

features, usage scenarios, and brand images, thereby

enhancing the perception and evaluation of product

and service quality, providing strong support for

brand pricing and communication.

Future research can be expanded to the analysis

of the male market and the balance of product lines

to comprehensively evaluate the brand's high-end

development path. It provides a transformation path

for domestic brands from "price competition" to

"value competition".

REFERENCES

Aaker, D. A., 1991. Managing Brand Equity. Free Press.

Huang, W. Y., Feng, X. J., Cai, W. M., & Li, M. Y., 2022.

Exploration of the Development Strategies of

Domestic Brands under the "National Trend"

Culture—Based on the Consumption Behavior and

Purchase Decisions of the Public. Statistics &

Management, 37(06): 116-121.

Huangfu, X. T., 2022. From Chinese Elements to Chinese

Trendy Products: The Evolution of the Creative

Concept of "National Trend". Media, (02): 27-29.

iiMedia Research, 2024. Report on the Development

Status and Consumption Behavior of China's National

Trend Economy in 2024.

(2024-03-20). https://xueqiu.com/9582690951/282740

156.

Li, Z. Y., 2024. The Integration of Attitude and Emotional

Information: Research on the Influencing Factors of

Users' Purchase Intention in Feminist Advertising.

Shanghai International Studies University. DOI:

10.27316/d.cnki.gswyu.2024.001380.

MAOGEPING Cosmetics, 2023. Introduction to Brand

Culture and Product

Line. https://www.maogepingbeauty.com.

Wang, X. H., 2021. Research on the Social Media

Marketing Strategy of Domestic Beauty Brands.

Marketing Herald.

Wei, B. Y., & Yu, Z. H., 2022. Research on the Path to

Enhance the Cultural Connotations of New Domestic

Brands. Theoretic Observation, (03): 128-130.

Zeng, X. Q., He, M., & Liu, Y., 2022. Research on the

Advertising Effect of Feminism in the Context of

Weibo Comments. Journal of Journalism and

Communication Review, (03): 64-83.

Zhang, X. J., 2023. Research on the Influence of "National

Trend" Brand Association on Consumers' Purchase

Intention. South China University of Technology.

DOI: 10.27151/d.cnki.ghnlu.2023.004364.

Zong, Z. P., & Liu, X. Y., 2022. The Consumption Identity

and Value Scale of the "National Trend". Journal of

Shenzhen University (Humanities and Social

Sciences), 39(04): 56-63.

ICEML 2025 - International Conference on E-commerce and Modern Logistics

638