According to a recent report by Nihon Keizai Shimbun, with the rise of Chinese domestic beauty brands, Korean cosmetics, which has maintained a growth momentum in the Chinese market, has ushered in drastic changes in the competitive environment. Now, Chinese young people have a strong tendency to choose products according to the recommendations of popular beauty bloggers. Many domestic cosmetics brands have also continuously improved product quality and robbed many consumers. Japanese television news network previously reported that Chinese made cosmetics were very popular with consumers. A major weapon of these domestic brands is to communicate and interact with consumers online. They publish a large number of promotional videos on the short video platform and answer various questions and requirements one by one in the comment area. Based on meticulous customer service and rapid grasp of market demand, some Chinese domestic cosmetics brands have developed rapidly. 　　 According to the data of China's National Bureau of statistics, the total retail sales of cosmetics in China in 2021 was 402.6 billion yuan, with a cumulative year-on-year increase of 14%. China's cosmetics market has great potential. Some domestic cosmetics are more and more loved by Chinese consumers and gradually form a certain competitive advantage. On the whole, the popularity of "domestic products" in the cosmetics market is mainly based on the following favorable conditions: First, use new media sales channels to expand new consumer groups. In recent years, new sales models such as live delivery, content e-commerce and social groups have emerged. These new media sales channels have good user stickiness. Sellers share the actual use experience of cosmetics and tap the social attributes of relevant products, so as to guide users to consume. With the help of this more grounded and diversified sales model, domestic cosmetics continue to increase market share. Second, accelerate the integration of industry, University and research in product R & D. By strengthening cooperation with pharmaceutical R & D institutions, some domestic cosmetics manufacturers have gradually extended to the medical and beauty skin care industry and paid more attention to the health experience of consumers; Focus on product optimization according to the characteristics of users, and constantly launch new products and new skin care concepts to meet the diversified needs of consumers; In terms of product technology, more and more attention is paid to exclusive raw materials and core formulas, and the technical advantages of domestic products are gradually established. Third, promote flat management and respond flexibly to market changes. At present, some domestic cosmetics enterprises have introduced horse racing mechanism, flexible KPI assessment, equity incentive, excess profit sharing and other means to optimize internal management, reduce internal levels, make the enterprise operation mode more flexible, and can respond to the changing user needs of the cosmetics market faster and better. Fourth, with the rise of national tide, domestic cosmetics have become the light of new domestic goods. In recent years, China's domestic consumption trend has gradually moved closer to domestic products. Consumers' feelings of domestic products are becoming stronger and stronger, which has become a booster for the sales of domestic cosmetics. Domestic cosmetics are increasingly favored by consumers, which is a vivid epitome of the rise of "domestic products". It should be noted that domestic cosmetics are facing not only development opportunities, but also many challenges. First, sales are still unstable. From the sales list of domestic cosmetics released by e-commerce platform, the competition has become more intense in recent years, and the listed brands have been constantly replaced. Second, the cosmetics market is concentrated, and international brands still occupy a high market share. Third, offline physical stores are facing development difficulties. After the outbreak of novel coronavirus pneumonia, the sales performance of offline stores is affected. Under the impact of online sales mode, it is more and more difficult to expand offline channel business. Fourth, export is still in its infancy. Although the export volume of domestic cosmetics has made some progress, the overall level is not high. China's cosmetics industry has a large import and export deficit, and the globalization and internationalization of domestic cosmetics have a long way to go. With the help of the huge consumer demand in the Chinese market and the rising awareness of domestic goods, domestic cosmetics not only pay attention to repairing their internal skills, the industrial chain is gradually mature, and the R & D management has made great progress, but also pay attention to borrowing external forces, pay close attention to the development trend of digital economy, catch the e-commerce express, and promote the growth of sales. The prospect is promising. Looking forward to the future, domestic cosmetics should adhere to the road of innovation and development. On the one hand, product quality is the key for domestic cosmetics to enter the world market. We should face the challenges, adhere to promoting development through innovation, invest more efforts and resources in R & D, and develop more effective new products according to the changing needs of users. On the other hand, domestic cosmetics need to pay more attention to brand building, and should actively learn from the globalization development ideas of some multinational brands to build their own brand reputation. At the same time, we can also learn from the successful sales experience in the domestic market, strengthen brand publicity through foreign social media, and further enhance the brand influence in the international market. (outlook new era)