Research On The Application Of Beauty Brand Communication Channels In The New Media Era

China has entered the era of digital economy.Digital technologies represented by the Internet,big data,and cloud computing are deeply integrated into various fields of economy and society.In the context of chinese consumption upgrade,the original cosmetics consumption being only the choice of some consumers gradually becomes the daily consumption.The scale of the beauty industry continues to grow rapidly.Affected by factors such as the late start of the industry,rapid development,and complex consumer groups,chinese beauty industry has low concentration and significant long-tail effects.Relying on historical accumulation and brand advantages,international brands still occupy a major position in chinese high-end beauty market.However,with the revival of domestic old brands and the rise of new brands,the popular beauty market has entered a stage where brands no longer look at the brand's history and origin.Based on the development of beauty brands in the Internet era,this article studies various channel strategies used by domestic and foreign beauty brands from the perspective of channel strategies.After explaining the research background,research significance and research status,the current channel strategy of domestic and foreign beauty products is analyzed using case analysis method,comparative analysis method and in-depth interview method.The analysis found that under the background of the rapid development of our country,the demand for beauty products from the Chinese audience is increasing;at the same time,the international status of our country is rising,the people's cultural confidence in our country is gradually established,and their recognition of domestic beauty brands is also convert quietly.The former dominance of international beauty brands has gradually become a situation where domestic and foreign brands are contending.Among them,the communication channel strategy used by each brand is worthy of attention.Among them,social channels and e-commerce channels are two channels that are more concerned and used flexibly by beauty brands.In addition,the emphasis of offline channels also affects brand strategy.This makes brands at various stages of development need to seek different channel strategies.The channel strategy of beauty brands is an indispensable part of the overall strategy of the brand,and it also has reference significance for other brands.However,in the process of channel selection,the current strategy still has some shortcomings.For example,the channel selection leads to fragmentation of information,the overall entertainment tendency of the channel,the difference between different channels,and the dependence on channels makes the brand itself lack of product prices.Even the leading power of the brand's own communication,etc.This article proposes corresponding suggestions for the deficiencies of the above-mentioned channel strategies,such as the integration of various channel resources by the brand,the self-channelized operation of the brand's private domain social channels,and the supervision of content rectification and reform by the brand in cooperation with channels,etc.,to help beauty brands and the beauty industry Able to develop healthier and seek more effective ways of brand communication.