Abstract: With the ambitious dream of building a Chinese brand as prestigious as Estee Lauder, MIT graduated Biochemistry Doctor Ye Han built the brand Hanlin. Combines cutting edge technology in cosmetics industry with high-quality organic ingredient imported, Halin wins universal recognition and positive reviews from its users. However, after a year since it has gone to market, Hanlin’s market expansion went into trouble with poor sales figures. The customer perception of unclear brand core values and lack of brand identify and unique features, along with marketing input in miscalculated directions, poses challenges and obstacles to both brand building and market expansion. In order to achieve a turnaround, founder Ye Han need to reevaluate the situation, make choices and establish a clear brand position for Hanlin, and subsequently outline the focal points of marketing tactics for the future.
Keywords: New Brand; Marketing; Brand Positioning; Cosmetic
