Research on International Marketing of Chinese Beauty Brands Based on the 4I Theory <br/>—Taking Perfect Diary’s Trip to Japan as an Example

Abstract

With the development of the economy and the improvement of people’s living standards, the cosmetics industry is booming. Chinese beauty brands are rapidly emerging using Internet marketing, and competition is gradually becoming fierce. In this context, Chinese beauty brands have entered into the internationalization process, but in the process of going abroad, they also face various problems. In this paper, we analyze the current marketing situation of Perfect Diary based on the 4I theory, find out the marketing problems and analyze the reasons, and finally provide some suggestions for optimization based on the Japanese environment, hoping to provide some reference for the international marketing of Chinese beauty brands.