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wu zhigang, a well-known marketing expert, analyzed that "international brands have treated china as a 'harvest land' in the past few years and have not carried out effective construction." they have not integrated their products and marketing strategies with local culture, resulting in the inability to meet the changing needs of consumers, and ultimately facing backlash. many brands have tried to expand the market through e-commerce channels, but the experience brought by e-commerce is weak and it is difficult to make up for the lack of high-end brand charm.

tang xiaotang, a senior industry analyst, said, "the growth of the high-end beauty industry is not linear and fluctuates greatly due to the impact of the economic environment." although it faces challenges in the short term, in the long run, high-end beauty still has strong development potential.

how should international brands move forward in the future? offline experience and content marketing are the key. the rapid development of online channels needs to be combined with the integration of offline scenarios to truly enhance consumer experience and realize the release of brand value. the logo of an offline store is not just a piece of paper, it represents the brand's cultural heritage and unique charm, allowing consumers to feel the power of the brand.

however, international brands also face some challenges in expanding offline experience. for example, first- and second-tier cities have a large demand for offline channels, but third- and fourth-tier cities have increased their spending power and market demand is growing rapidly.

"international brands need to seize this change and actively explore new development directions." wu zhigang pointed out that in the future, the strategies of high-end beauty brands will be clearer, focusing on core and potential brands, maintaining their unique positioning, while paying attention to the integration of online and offline to meet the ever-changing needs of consumers.

as consumption growth slows, international brands need to keep up with the needs of chinese consumers and develop high-quality products that meet their high standards. at the same time, they need to leverage their advantages in design, packaging and brand image building to enhance brand appeal. this will be the future development direction of high-end beauty brands.