Group 1 - The Chinese beauty products industry is accelerating its "going global" strategy, with exports of cosmetics and personal care products expected to reach 51.2 billion RMB in 2024, a year-on-year increase of 11.9% [1] - Incorporating Chinese culture into brand building is seen as an effective strategy for establishing brand recognition in overseas markets, with companies like Plant Doctor Group using traditional Chinese medicinal ingredients to attract consumers [1][2] - The rise of Chinese cultural influence is enhancing the appeal of domestic beauty brands in international markets, as brands that integrate cultural elements into their narratives can build unique recognition [2][3] Group 2 - Localized design strategies are crucial for Chinese beauty brands to succeed in diverse international markets, as consumer preferences vary significantly across regions [4][5] - Companies like Orange Group are focusing on understanding overseas market preferences and adapting their products accordingly, including developing new shades and formulations to meet local needs [4][5] - Establishing local teams and R&D centers abroad helps brands better align with market demands and regulatory standards, enhancing consumer trust and product freshness [5][6] Group 3 - Continuous investment in technological innovation is strengthening the competitive edge of Chinese beauty products in the global market, with companies developing proprietary technologies and establishing comprehensive supply chains [6][7] - The industry is witnessing a shift towards technology-driven growth, with brands increasingly focusing on R&D to create effective products that meet consumer needs [7][8] - The next 3 to 5 years are expected to see an intensified effort from Chinese beauty brands to expand internationally, particularly in emerging markets, facilitated by the growth of cross-border e-commerce [8]

午后的马来西亚雪兰莪州，阳光炽热。城市街角的一家蜜雪冰城门店里，热闹非凡。 如果说本土化经营是蜜雪冰城"破冰"的关键，那么品牌IP"雪王"的亲和力，则是拉近与消费者距离的重 要法宝。 在马来西亚，"雪王"不仅活跃于线下活动，还通过线上互动与社区课堂成为孩子们的"甜蜜伙伴"。每年 线上举办的"雪王绘画大赛"，吸引众多家庭参与；"柠檬课堂""奶茶课堂"更是充满了孩子们的欢声笑 语。 "这里的蜜雪冰城不仅是售卖饮品，更是在传递快乐。"在蜜雪冰城马来西亚分店人力资源部门工作的当 地人薇薇说，"'雪王'在这里，已成为朋友般的存在。" 一位顾客在收银台前犹豫片刻，忍不住问店员："你们这是在搞开业活动吗？怎么这么便宜？"得知冰淇 淋及茶饮价格就是店里的正常价格后，他颇感意外，随即离开。十几分钟后，这位顾客带着四个孩子重 回店里，买了几支冰淇淋后，五人围坐分享，欢声笑语回荡在小店里。 这样的场景，是蜜雪冰城在马来西亚日常运营的一个缩影。 诞生于河南的蜜雪冰城，自进入马来西亚市场以来，凭借"高质平价"的理念和鲜明的品牌特色，逐渐融 入当地百姓的生活，成为许多人街头小憩的选择，也让源自中原的甜蜜滋味香飘海外。 走进马来西亚的蜜雪 ...

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