Transformation Strategy of Domestic Cosmetics in China within the Context of Digitalization -- Take Flower Knows As an Example

Nowadays, the rapid development of digitalization, including e-commerce, social media, as well as data analysis, has made significant influence on cosmetic industry in China (Hereinafter referred to as China’s domestic cosmetic). Most of cosmetic companies in China are implementing different transformation strategies to adapt to the digital trend and improve industry competitiveness. Based on the analysis of the development of cosmetics industry in China, such as Florasis and Proya, this article will focus on concrete transformative strategy of a China’s brand called “Flower Knows” in the digital environment. By analyzing its existing marketing tools and remaining problems, the article can contribute to a deeper understanding of China’s cosmetic industry within the context of digitalization. Also, valuable guidance about transformation strategies for other China’s domestic brands will be provided through the analysis of remaining marketing issues and practical advice for “Flower Knows”. Overall, in the trend of digitalization, challenges and opportunities coexist, putting forward higher requirements for the transformation and upgrading of the cosmetic industry.