Research On Brand Communication Strategy Of Cosmetics E-commerce Under The Background Of Consumer Upgradion

The popularization of internet technology has made China's e-commerce platform develop rapidly,and various industries targeted e-commerce platform successively.Moreover,the traditional marketing model is inadequate to meet the current market demand,due to the huge beauty industry market scale.Therefore,Many e-commerce platforms of cosmetics have emerged.However,with the fierce competition among cosmetics e-commerce brands,few brand could survive against it and achieve success.While encountering the third consumption upgrade trend,which brings the change of consumer awareness and a market where we have chances to turn challenges into opportunities,cosmetics e-commerce brand needs to adjust the existing communication strategies to cope with.Based on the AISAS model,this paper studies the brand communication strategy of cosmetic e-commerce from the perspective of consumers.Firstly,under the context of consumption upgrade,the development trend of cosmetic e-commerce brand and the status quo of cosmetic e-commerce brand market are analyzed,and the existing problems of cosmetic e-commerce brand in China are concluded.Furthermore,the brand communication strategy is studied in combination with Xiaohongshu which is more successful at present.The intention is to let the brand understand that it should formulate the communication strategy from the perspective of its own user group characteristics,and bring thinkings of new communication way for cosmetics e-commerce brands.Primarily,this study combines the third consumption upgrade with cosmetic e-commerce,which covers the shortage of the current domestic research.Secondly,based on the perspective of consumers,it analyses the brand communication strategy,grasps the changes of consumer characteristics under the third consumption upgrade,providing strategic support for brand communication,and “experience” link proposed outside the five links of AISAS model.The importance of "experience" link in the environment has a forward-looking guiding significance for the development of brand communication.At the same time,this study combines the "attention" link,"interest" link,"search" link,"action" link,"share" link with the existing cosmetics e-commerce brand,and concludes that when making communication strategy,cosmetics e-commerce brands should integrate the channel with the consumer as the center,complete the closed-loop of the whole consumer behavior on the premise of meeting consumer demand,so as to provide communication activities for the brand.The strategy support,and hope that cosmetics e-commerce brand could create a new brand communication path in the context of the third consumer upgrade.