Research On The Communication Strategy Of Domestic Cosmetics Brand Dou Yin Short Video Advertisement

Increased national income level has brought consumption upgrade,people pay more and more attention to health and beauty,and the cosmetics industry,known as the "beauty economy",is developing extremely rapidly.Since the reform and opening up,international brands have flooded into the Chinese market,firmly occupying my country's high-end market with their huge brand voice and excellent product quality.On the other hand,my country's domestic brands,due to insufficient product development and promotion capabilities,nearly 90%of cosmetics companies account for only about 20%of the market share,and domestic cosmetics are increasingly marginalized.The popularity of the Internet and mobile terminals has greatly increased the speed of information dissemination.New media platforms represented by Weibo,WeChat,Dou Yin,and Kuai Shou have become effective channels for users to obtain information and communicate.As a new media platform with the fastest increase in daily active users,short videos have attracted a large influx of capital.Major brands and companies have adjusted their advertising media placement strategies and deployed short videos.In this context,this study takes domestic cosmetics brands as the research object,analyzes their short video advertising communication strategies on the Douyin platform,and discusses how domestic cosmetics companies in my country can optimize their brand promotion and product marketing through short video advertising.It is a useful reference for domestic cosmetic brands to increase their market share.From a theoretical perspective,this research has enriched the research objects of short video advertising to a certain extent,and expanded the research dimension of domestic cosmetics brand communication;from a practical perspective,the analysis of the short video advertising problems of domestic cosmetics brands reveals the underlying implications The cultural phenomenon of China,and provides a useful reference for the short video advertising communication of domestic cosmetics brands.This article mainly uses content analysis,accompanied by text analysis,combining quantification and qualitative analysis.According to certain principles,select 8 representative domestic cosmetics brands and analyze their short video advertisements for a period of one year from November 1,2019 to October 31,2020.Complete descriptive content analysis by counting the number of brand homepage content and short video advertisements;analyzing advertising theme strategies,advertising creative strategies,and advertising audio-visual symbol strategies through text coding;evaluating advertising effects from three dimensions:likes,comments,and reposts.,it analyzes the current situation and problems of short video advertising of domestic cosmetics brands,and then proposes targeted optimization strategies.Research has found that domestic cosmetics brands' short video advertisements have too much emphasis on product promotion,ignoring brand image shaping,single advertising expressions,reliance on celebrity endorsements,poor quality of short videos,and lack of interactivity.Based on this,the fifth chapter of this article proposes an optimization strategy for domestic cosmetics brand short video advertising communication from three levels:advertising theme strategy,advertising creative strategy,and advertising audiovisual symbol strategy.