摘要：Analyzing the path for Chinese cosmetics brands to go global: High-quality product core, “Pan-Asian aesthetic” style, and the esta
中国化妆品品牌出海路径解析：优质产品内核+“泛亚洲美学”风格+建立“制度信任”。
Analyzing the path for Chinese cosmetics brands to go global: High-quality product core, “Pan-Asian aesthetic” style, and the establishment of “institutional trust.”
《中国化妆品》杂志 | 苏悦怡
导语
2024年9月，《中国化妆品》杂志社携手美国南加州大学安纳伯格传播与新闻学院（USC Annenberg），共同启动了学术项目《跨文化视角下的品牌声量构建：中美化妆品市场的品牌营销与传播策略比较研究》。这一项目旨在通过对中美市场化妆品行业的深入分析，探讨品牌如何在不同文化语境下塑造声量、拓展市场并实现可持续发展。经过数月的协作研究，该项目的中期汇报会于2024年12月15日在上海交通大学-南加州大学文化创意产业学院成功举办。
In September 2024, China Cosmetics Review and the USC Annenberg jointly launched an academic project titled "Building Brand Presence from a Cross-Cultural Perspective: A Comparative Study of Branding and communication Strategies in the Chinese and American Cosmetics Markets." This initiative aims to delve into how brands shape awareness, expand their market presence, and achieve sustainable developmentacross cultural contexts.Following months of collaborative research, the project’s mid-term report conference was successfully held on December 15, 2024, at the Shanghai Jiao Tong University-USC Institute of Cultural and Creative Industries.
在此次汇报会上，项目发起人、《中国化妆品》杂志社副社长陈木土带来生动的演讲，并就项目内容与学生展开了热烈讨论。而作为项目的重要学术负责人之一，美国南加州大学安纳伯格传播与新闻学院教授、传媒管理硕士联席负责人Ben Lee则接受了《中国化妆品》杂志的独家专访，分享了他关于中美化妆品市场比较研究的学术视角及全球化洞察。
At the event, Chen Mutu, Deputy Editor-in-Chief of China Cosmetics Review and one of the project initiators, delivered an engaging keynote speech and engaged in lively discussions with students on the project. Professor Ben Lee, a key academic leader of the project and a faculty member at USC Annenberg, granted China Cosmetics Review an exclusive interview to share his scholarly perspective on comparing the Chinese and U.S. cosmetics markets and his insights into globalization.
Ben Lee教授成长于新加坡，作为一名华裔学者，他从小学习中文，但真正让他加深对中国文化和社会理解的，是他在南加州大学传媒学领域的教学与研究经历。他在新加坡完成本科后，前往南加州大学攻读硕士及博士学位，并开启了长达数十年的教学生涯。
Professor Ben Lee, who grew up in Singapore, has a deep connection to Chinese culture. Although he learned Mandarin as a child, his deeper understanding of Chinese culture and society developed through his teaching and research in communication at USC. After completing his undergraduate studies in Singapore, he pursued his master's and Ph.D. at USC Annenberg and embarked on a teaching career spanning decades.
在这期间，他逐渐建立起与中国文化和学术界的紧密联系。他回忆道，自己最骄傲的职业成就之一便是与中国学生及高校的长期交流合作。在教学中，他通过具体案例研究，引导学生深入探讨中国文化在本土和国际市场上得以发扬光大的传播路径。
During this time, he built strong ties with Chinese culture and academia. He recalls that one of his proudest professional achievements is the long-term collaborations he has established with Chinese students and universities. Through case studies in his teaching, he has guided students in exploring pathways for Chinese culture to shine both locally and internationally.
Ben Lee教授坦言，与中国建立深厚纽带不仅是学术的机遇，更是他个人学术发展的重要里程碑。这种跨文化的研究与教学经历，让他对如何在全球化语境中理解和传播中国文化形成了独到的见解。
Professor Lee noted that forming close ties with China has been both an academic opportunity and a significant milestone in his career. This cross-cultural teaching and research experience has given him a unique perspective on understanding and promoting Chinese culture in the context of globalization.
本次与《中国化妆品》杂志社携手合作，为Ben Lee教授的研究领域开辟了新的视野，聚焦于化妆品行业的文化传播策略与国际市场拓展。Ben Lee教授指出，中国化妆品品牌在国际品牌形象的塑造过程中，可以从韩国美妆品牌的文化输出策略中汲取灵感，同时巧妙表达自身独特的文化精髓。他建议，中国品牌在国际舞台上应避免局限于“中式”标签，而应采纳更为宽泛的“亚洲文化”视角，利用“泛亚洲美学”风格吸引更广泛的国际消费群体。此外，构建“制度信任”是品牌立足当地市场、适应不同国情的关键所在，精准定位专业形象与专业领域，对于品牌成功打入并稳固国际市场至关重要。
His collaboration with China Cosmetics Review opened new avenues for his research, focusing on cultural communication strategies and market expansion in the cosmetics industry. He emphasized that Chinese cosmetics brands could draw inspiration from South Korean brands’ cultural export strategies while expressing their unique cultural essence. Professor Lee suggested that Chinese brands should adopt a broader “Asian cultural” perspective rather than limiting themselves to a “Chinese” label. Utilizing a “Pan-Asian aesthetic” could help attract a wider international consumer base. Furthermore, building “institutional trust” is crucial for brands to establish a foothold in local markets and adapt to different national contexts. Precisely positioning expert images and professional fields is essential for successfully entering and sustaining international markets.
Ben Lee教授凭借其深厚的学术积累和对全球化趋势的精准观察，为中国化妆品行业如何在全球化激烈的竞争中脱颖而出提供了独特而深刻的思考方向，同时，他的见解也为其与《中国化妆品》杂志社的合作研究提供了指导性意见，为即将于2025年3月在南加州大学安纳伯格传播与新闻学院举办的项目报告会奠定了坚实的基础。
Drawing on his deep academic background and sharp observations of globalization trends, Professor Ben Lee offered unique and profound perspectives on how Chinese cosmetics brands can stand out in a competitive global market. His insights have also provided valuable guidance for the joint research project with China Cosmetics Review and laid a solid foundation for the upcoming project report conference scheduled for March 2025 at the USC Annenberg.
以下是此次专访的实录。
The Exclusive Interview
CCR：
请您介绍下您的学术经历。您为什么会选择传播学作为自己的专业？又是怎样与中国结缘的？
Could you share your academic background and explain why you chose communication as your field of study? How did you develop a connection with China?
Ben Lee教授：我目前是USC Annenberg School的专职教授和项目负责人，负责传播管理硕士课程。这是学院历史最悠久的项目，已有50年历史，吸引了许多来自中国的学生。通过这些学生，我对中国文化和社会有了更深入的了解。
选择传播学专业这一专业对我来说有些偶然。当时我在申请新加坡国立大学时，刚好赶上新加坡首次开设了传播学专业，我便成为了这一专业的第一批学生。这是一个竞争激烈的学科，我很幸运遇到了一些优秀的老师，他们鼓励我继续深造。1995年，我来到南加州大学攻读博士学位，完成学业后便留校任教。作为专职教授，我的工作重点是教学和项目管理，而非传统的学术研究。
与中国结缘是我职业生涯的重要部分。从教学到研究，特别是与中国学生的互动，让我加深了对中国的理解，也让我有机会在跨文化传播领域建立自己的视角和经验。
Ben Lee:I am currently a Clinical Professor and Program Director at USC Annenberg, where I oversee the Master of Communication Management program. This program, the school’s most established, boasts a 50-year history and attracts students from around the globe, particularly from China. Through interactions with these Chinese students, I have gained deeper insights into Chinese culture and society.
My choice of communication as a field of study was somewhat serendipitous. When I applied to the National University of Singapore, the communication program had just been introduced, and I was among its first batch of students. It was a highly competitive discipline, and I was fortunate to have excellent mentors who encouraged me to pursue advanced studies. In 1995, I arrived at USC to pursue a Ph.D., and after completing my degree, I remained at USC as a faculty member. My focus has always been on teaching and program management rather than traditional academic research.
Building ties with China has been a crucial aspect of my career. From teaching to research, my interactions with Chinese students have deepened my understanding of the country and allowed me to develop a unique perspective and expertise in cross-cultural communication.
CCR：
您是基于怎样的契机或考虑，关注到了我们双方共同合作的这一聚焦于化妆品行业的研究课题？同时，您如何理解和评价这一课题所承载的价值与意义？
What prompted or inspired you to focus on this collaborative research topic centered on the cosmetics industry? How do you perceive and evaluate the value and significance this topic carries?
Bee Lee教授：在我的教学中，保持对行业变化的敏感和适应能力至关重要。这可能也是我的教学特点之一——善于观察趋势并对精准定位热门话题与领域。每年，我都会鼓励学生探索不同的主题，这让我不断拓展自己的认知，并以创新的方式进行教学。我始终关注几个核心主题，其中之一便是探索中国的经验与视角，并有效地将这些价值观传达给全球观众。作为一名出生在新加坡的华裔，在美国的传统环境中学习、培训并工作的经历，促使我不断思考和反思关于身份、市场成功和跨文化理解的问题。
当前的历史时期独具特色。作为一个研究中国文化及其软实力的学者，我认为这一时期是中国在全球格局中转型的关键节点。中国经济的快速发展对多个市场带来了巨大压力，例如利润率缩小，但这只是中国在全球化进程中漫长叙事的一部分。正是在这样的背景下，化妆品行业的动态研究显得尤为引人注目。
化妆品行业本身是一个有趣且独特的领域——它并非生活必需品，却直指人类对美的追求这一核心愿望。例如，“口红经济”被频繁提及，尽管口红并非必需品，但其市场表现反映了消费者心理和经济趋势。在我的教学中，90%的学生是女性，这也让我对化妆品行业产生了浓厚的兴趣。我认为这不仅是个人兴趣的自然延续，更是学术研究和教学实践的结合。
这项研究的最终目标在于为中国化妆品品牌提供国际市场洞察，帮助它们在是否拓展海外市场，尤其是进入美国市场时，做出更加明智的战略决策。美国是全球最大的美妆市场，规模广阔、层次丰富，同时高度创新。在研究美国市场的过程中，我们能学到许多宝贵经验。然而，我也注意到，许多中国品牌在国际化过程中犹豫不决，主要原因在于对这些市场缺乏深入理解。
尽管存在挑战，我认为中国品牌需要走出边界、突破舒适区。一个很典型的例子是，中国的基础设施建设在国际上遥遥领先，像中国建筑集团在全球范围内建立了良好的声誉，完成了许多跨国项目，说明国际化对任何有抱负的品牌都具有巨大潜力。归根结底，国际市场的成功取决于企业的资质和准备。虽然扩展海外市场的道路充满挑战，但对于那些准备充分的品牌而言，回报是非常可观的。
Ben Lee: In my teaching, it is crucial to remain sensitive and adaptable to industry changes. This is perhaps one of my teaching hallmarks— observing trends and identifying trending topics and fields. Every year, I encourage my students to explore various themes, which continuously expands my own understanding and enables me to teach innovatively. I consistently focus on several core themes, one of which is exploring China's experiences and perspectives and effectively communicating these values to a global audience. As an ethnic Chinese born in Singapore, who then studied, trained and now work in the American tradition and environment, my experiences have prompted constant questions and reflection about identity, market success, and cross-cultural understanding.
This historical moment is unique. As a researcher of Chinese culture and its soft power, I see this period as a pivotal juncture in China's transformation within the global landscape. The rapid development of China’s economy has exerted significant pressure on various markets, such as narrowing profit margins, yet this is only part of China's long narrative in the globalization process. Against this backdrop, the dynamic research of the cosmetics industry becomes particularly intriguing.
The cosmetics industry is fascinating and unique—it is not a necessity, yet it directly addresses humanity's core desire for beauty. For instance, the “lipstick economy” is frequently mentioned. While lipstick is not a necessity, its market performance reflects consumer psychology and economic trends. In my teaching, 90% of my students are women, which has further deepened my interest in the cosmetics industry. I see this interest not only as a natural extension of personal curiosity but also as a combination of academic research and teaching practice.
The ultimate goal of this research is to provide international market insights for Chinese cosmetic brands, helping them make more informed strategic decisions about whether to expand into overseas markets, especially the U.S. market. The United States is the world’s largest beauty market, vast in scale, rich in diversity, and highly innovative. By studying the U.S. market, we can gain invaluable lessons. However, I’ve noticed that many Chinese brands hesitate during the internationalization process, primarily due to a lack of deep understanding of these markets.
Despite the challenges, I believe Chinese brands must venture beyond their borders and step out of their comfort zones. A prime example is China’s infrastructure construction, which leads globally. Companies like China State Construction have established a strong reputation worldwide by completing numerous international projects, proving that globalization holds immense potential for any ambitious brand. Ultimately, success in international markets depends on a company’s qualifications and preparedness. Although the path to expanding overseas is fraught with challenges, the rewards can be substantial for well-prepared brands.
CCR：
从传播学的角度，您如何看待当前全球市场在信息传播、媒介使用以及消费者互动上的主要变化？
From a communication perspective, how do you view the major changes in global markets regarding information dissemination, media usage, and consumer interaction?
Ben Lee教授：我认为，“平台经济”的崛起和消费者行为的碎片化优先级，为全球市场提供了重要的观察视角。
首先来看“平台经济”。我们正处于社交媒体主导地位的后期阶段。在过去20年间，社交媒体平台的崛起彻底改变了信息传播的方式，如今“数字”与“社交”已完全融为一体。社交媒体的普及使得任何营销活动都无法忽视它的存在。同时，传统媒体逐渐衰落。在美国，有线电视几乎步入了衰落期，那些巨头媒体公司也不得不接受这一现实。
当前，全球的媒体格局无疑由平台主导。在这一方面，中国表现尤为突出。中国的社交媒体平台在某些领域比全球其他平台领先3至5年，尤其是在电子商务和支付方式上。在这一方面，我深入研究了抖音和其国际版TikTok的比较研究案例。尽管它们共享某些相似性，但因政策和文化背景不同，在内容管理和创作者表现上存在显著差异。通过深入研究这些平台，我发现政策环境以及更广泛的文化背景直接影响了用户体验和内容呈现方式。
在中国市场，我们见证了一些极具优势的领域，比如腾讯在游戏行业的领先地位、Shein的高性价比市场定位，以及天猫构建的繁荣商业生态。这些平台不仅彰显了中国在数字经济领域的领先地位，同时也折射出平台经济的强大延展性和多元化潜力。此外，中国在美妆、奢侈品等其他行业也取得了长足进步，进一步证明了平台经济模式的广泛适用性和深厚底蕴。
从消费者行为的角度来看，其复杂性在全球范围内日益凸显，尤其是在中产阶级和中高收入阶层群体中。“是否物有所值？”成为主导其购买决策的重要因素，且伴随更多心理权衡。
一个有趣的现象是消费者的“碎片化优先级”。比如我在之前的工作中曾接触到一些高端客户，他们会在Costco（美国大型平价连锁超市）购买生活日用品并选择价格较低的加油站加油，但同时佩戴百达翡丽或爱彼等奢侈手表，驾驶奔驰等豪华汽车。
这反映了消费者在不同商品上的重视程度差异。对于日用品，他们倾向于选择高性价比选项，如在沃尔玛或Costco购物；而在能够展现个人身份的领域，如服饰、香水、住所或车辆，他们则往往愿意投入更多，选择更高端或奢侈的产品。这种对比清晰地揭示了消费者在不同消费场景中的价值判断与优先级取舍。
Ben Lee: I believe the rise of the “platform economy” and the prioritization of fragmented consumer behaviors offer significant insights into global markets.
First, let’s examine the “platform economy.” We are currently in the late stages of social media dominance. Over the past two decades, the rise of social media platforms has completely transformed how information is disseminated. Today, “digital” and “social” have become inseparable. The ubiquity of social media means no marketing campaign can ignore its existence. Meanwhile, traditional media is gradually declining. In the U.S., cable TV is nearing obsolescence, and even the media giants have had to come to terms with this reality.
Globally, the media landscape is undoubtedly platform-driven. In this regard, China stands out. Chinese social media platforms are 3 to 5 years ahead of their global counterparts in certain areas, particularly in e-commerce and payment methods. For instance, I have conducted comparative case studies on Douyin and its international version, TikTok. Despite some similarities, significant differences exist in content management and creator performance due to varying policy environments and cultural contexts. Through in-depth research on these platforms, I’ve found that policy environments and broader cultural backgrounds directly influence user experiences and content presentation.
In the Chinese market, we’ve witnessed remarkable advantages in areas such as Tencent’s leadership in gaming, Shein’s cost-effective market positioning, and Tmall’s thriving commercial ecosystem. These platforms highlight China’s leading role in the digital economy and underscore the robust scalability and diversity of the platform economy. Furthermore, China has made significant strides in industries like beauty and luxury goods, further demonstrating the broad applicability and deep foundations of the platform economy model.
From a consumer behavior perspective, its complexity is increasingly evident globally, especially among middle and upper-middle-class groups. The question, “Is it worth it?” has become a crucial factor in their purchasing decisions, accompanied by more psychological considerations.
An interesting phenomenon is the “fragmented prioritization” of consumer behavior. For example, in my previous work with high-end clients, I observed that they might shop for daily necessities at Costco and choose low-cost gas stations but wear luxury watches like Patek Philippe or Audemars Piguet and drive premium cars like Mercedes-Benz.
This reflects the varying levels of importance consumers attach to different categories of goods. For daily necessities, they prefer cost-effective options, such as shopping at Walmart or Costco. However, in areas where personal identity can be expressed, such as fashion, fragrance, home, or vehicles, they are often willing to invest more in higher-end or luxury products. This contrast clearly highlights consumers' value judgments and priority trade-offs in different consumption contexts.
CCR：
那么，像美妆产品这样的类别，比如像毛戈平这样的高端中国美妆品牌，在进入美国市场时是否会面临更多挑战？
Do you think high-end Chinese brands like Mao Geping will face more challenges when entering the U.S. market?
Ben Lee教授：这是一个非常好的问题。我认为，中国高端美妆品牌如毛戈平在进入美国市场时，面临着多方面的挑战。首先，尽管这些品牌拥有精英级的专业能力和巨大的市场潜力，但美国主流消费者文化对亚洲品牌的认知仍然存在差距。
主流的美国消费者，尤其是白人，通常将英国和欧洲视为文化上的“优越者”，这种观念在一定程度上影响了他们对亚洲品牌的接受度。因此，亚洲品牌在美国市场中往往会遭遇一种“自动折扣”的待遇，这种待遇源于根深蒂固的文化偏见。对于毛戈平等中国美妆品牌来说，如何打破这种偏见，建立自己在美国市场的品牌形象，是一个亟待解决的问题。
Ben Lee: That’s a good question. I believe high-end Chinese beauty brands such as Mao Geping face multifaceted challenges when entering the U.S. market. Although these brands possess elite professional capabilities and immense market potential, mainstream American consumer culture still harbors gaps in its perception of Asian brands.
Mainstream American consumers, especially white Americans, often perceive British and European brands as culturally “superior.” This perception somewhat influences their acceptance of Asian brands. As a result, Asian brands often encounter an “automatic discount” in the U.S. market, stemming from deeply rooted cultural biases. For Chinese beauty brands like Mao Geping, breaking this bias and establishing a strong brand image in the U.S. market is an urgent challenge.
CCR：
中国美妆品牌应如何克服在美国市场的认知挑战，并提升品牌影响力？
How should Chinese beauty brands overcome recognition challenges in the U.S. market and enhance their brand influence?
Ben Lee教授：为了克服在美国市场的认知挑战并提升品牌影响力，中国美妆品牌需要采取多种策略。首先，品牌可以借鉴德国品牌的成功经验，通过持续的高质量和创新来扭转消费者对亚洲品牌的偏见。然而，这需要长时间的积累和努力，对于急于进入美国市场的中国美妆品牌来说，可能并不现实。因此，品牌还可以考虑将自己的品牌定位“差异化”，向美国市场提供虽然陌生但却独特的产品，比如中国古老的草本成分等元素，以吸引消费者的注意力。不过，这种策略需要谨慎使用，以避免加剧种族刻板印象和负面认知。
另一种可能的策略是将产品定位为“艺术品”，采用“博物馆藏品”策略，强调高端和精英化定位。这种策略可以突出品牌的独特性和精致感，提升品牌形象和影响力。
此外，中国美妆品牌还可以借鉴韩国美妆品牌的“泛亚洲风格”，呈现种族模糊的身份，以吸引更广泛的国际受众。
Ben Lee: To overcome recognition challenges and enhance brand influence in the U.S. market, Chinese beauty brands need to adopt various strategies. Firstly, brands can learn from the successful experiences of German brands, which have built trust through consistent high quality and innovation. However, this requires long-term investment and effort, which may not be practical for Chinese beauty brands eager to enter the U.S. market. Therefore, positioning the brand differently can be a feasible approach, offering products that, while unfamiliar, are unique — such as those incorporating ancient Chinese herbal ingredients. This can attract consumer attention but must be done cautiously to avoid reinforcing racial stereotypes or negative perceptions.
Another potential strategy is to position products as "art pieces," using a "museum collection" strategy to emphasize a high-end and elite brand image. This approach can highlight the uniqueness and sophistication of the brand, elevating its influence.
Additionally, Chinese beauty brands can draw inspiration from Korean brands’ "pan-Asian style" approach, presenting a racially ambiguous identity to appeal to a broader international audience.
CCR：
在美国的华人群体对中国品牌扩展国际市场有何影响？是否可以作为有利因素？
How do the Chinese community in the U.S. impact the international expansion of Chinese brands? Can they be considered a beneficial factor?
Ben Lee教授：在美国的华人群体对中国品牌扩展国际市场确实有一定的影响，但并不能简单地将其视为有利因素。首先，从人口规模来看，美国的华人群体虽然数量不少，但相对于中国庞大的市场规模来说，其市场规模仍然有限。因此，将这一人群作为品牌的主要目标市场并不明智。
其次，中国品牌在进入美国市场时往往被归类为“亚洲品牌”，而非单纯的“中国品牌”。这种身份转变可能会对品牌产生一定的挑战，因为美国消费者对亚洲品牌的认知可能存在偏见和误解。因此，中国品牌或许不应显得过于“中国化”，而是更好地融入“泛亚洲风格”这一更广泛的概念中。通过强调亚洲文化的多样性和包容性，中国品牌可以更容易地获得美国消费者的认可和接受。
Ben Lee: The Chinese community in the U.S. does have a positive impact on the international expansion of Chinese brands, but it cannot simply be regarded as a straightforward advantage. Firstly, in terms of population size, while the Chinese community in the U.S. is substantial, it remains limited compared to China's vast domestic market. Therefore, it is unwise to view this group as the primary target market for brand expansion.
Secondly, Chinese brands entering the U.S. market are often classified as "Asian brands" rather than exclusively "Chinese brands." This shift in identity can present challenges, as American consumers may harbor biases or misunderstandings about Asian brands. Consequently, Chinese brands should avoid appearing overly "Chinese" and instead integrate into the broader concept of "pan-Asian style." By emphasizing the diversity and inclusiveness of Asian culture, Chinese brands can gain broader acceptance and recognition among U.S. consumers.
CCR：
中国美妆品牌在国际扩展过程中应如何建立和利用“制度信任”（institutional trust），以提升产品可信度和吸引力？
How should Chinese beauty brands establish and leverage "institutional trust" during international expansion to enhance product credibility and appeal?
Ben Lee教授：在市场营销和品牌建设领域，“制度信任”是指消费者对某个品牌背后的制度、标准或监管体系的信任，这种信任往往能够增强消费者对品牌的信心和忠诚度。中国美妆品牌在国际扩展过程中，建立和利用“制度信任”是提升产品可信度和吸引力的关键。
在西方或美国的语境下，化妆品品牌的“制度信任”往往来自皮肤科医生、药房品牌等权威机构或代言人。这些机构或代言人的推荐可以为特定产品增添可信度，从而提高其对消费者的吸引力。对于中国美妆品牌来说，可以通过与这些权威机构合作，建立自己的“制度信任”。例如，与皮肤科医生合作进行产品研发和推广，或者与药房品牌合作销售产品等。
此外，品牌还需要在培训方面投入巨大，不仅注重技术和产品质量，还要强调在本地市场如何有效定位产品，并根据不同文化背景调整沟通策略。通过培训员工了解当地市场的消费者需求和偏好，以及如何在不同文化背景下进行有效的沟通和营销，可以提升品牌的市场适应能力和竞争力。
同时，清晰的价值传递也是建立“制度信任”的关键。品牌需要明确和直白地传达自身的独特价值主张和品牌形象，以吸引消费者的关注和认可。
总体来说，对于想要出海，进入国际市场的中国品牌而言，成功的关键并不在于简单复制他人的成功案例，而是在于基于这些经验进行创新性发展，并清晰地认识及有效传递自身独特的价值主张。明确的价值传递是品牌成功的核心要素。信息越明确、越直白，就越能触动消费者的心弦，建立起品牌与消费者之间的情感纽带。反之，如果信息模糊或自相矛盾，品牌就很难在竞争激烈的市场中脱颖而出，赢得消费者的青睐。因此，我经常向学生们强调这一点，并期望这些建议能为中国美妆品牌精准定位自身品牌、制定有效策略提供有益的参考。
Ben Lee: In marketing and brand building, "institutional trust" refers to consumers' trust in the systems, standards, or regulatory frameworks behind a brand. This trust is often a key factor in boosting consumer confidence and loyalty. Establishing and leveraging institutional trust is essential for Chinese beauty brands seeking international expansion.
In Western or U.S. contexts, institutional trust for beauty brands often comes from endorsements by dermatologists, pharmacy brands, or other authoritative institutions or individuals. These endorsements can lend credibility to specific products, thereby increasing their appeal to consumers. For Chinese beauty brands, collaborating with these authoritative entities can help establish institutional trust. Examples include partnering with dermatologists for product development and promotion or collaborating with pharmacy brands to sell products.
Moreover, brands need to invest heavily in training, not only focusing on technology and product quality but also emphasizing effective market positioning in local markets and adapting communication strategies to different cultural contexts. By training employees to understand local consumer needs and preferences and to engage in effective communication and marketing in different cultural environments, brands can enhance their adaptability and competitiveness in the market.
Clear value proposition communication is also critical to building institutional trust. Brands must convey their unique value propositions and brand image clearly and directly to capture consumer attention and recognition.
Overall, for Chinese brands looking to expand internationally, success lies not in merely replicating others' success stories but in innovating based on these experiences while clearly recognizing and effectively communicating their unique value propositions. Clear and straightforward messaging is key to touching consumers' hearts and establishing emotional connections between brands and consumers. Conversely, if the message is vague or inconsistent, brands may struggle to stand out in a competitive market and win consumer favor. This is why I frequently emphasize this point to my students and hope these suggestions can serve as valuable references for Chinese beauty brands in positioning themselves accurately and formulating effective strategies.
来源：中国化妆品杂志