Research On The Communication Of Domestic Cosmetic Brands On The Xiaohongshu Platform

As the leading social media platform in China,Little Red book has a huge flow pool of beauty content,gathering a large number of new consumer groups represented by Generation Z,and becoming an important position for the communication of domestic cosmetics brands.At present,most domestic cosmetics brands have low popularity and market share,so they need to find a way to break through new media and channels.Little Red book 's "decentralized" traffic distribution mechanism and real sharing mode greatly reduce the threshold of brand communication,even new or niche brands can obtain "long tail traffic" by relying on real and easy to use "planting grass" sharing.This paper takes domestic cosmetics brands as the research object and adopts participatory observation method and case analysis method to conduct research.First of all,the development of domestic cosmetics and brand communication are sorted out.Secondly,it analyzes the environment of brand communication from three aspects:platform,industry and audience.Thirdly,the paper combs the production subjects,theme types and presentation forms of brand communication content,and analyzes the communication strategies of domestic cosmetics brands from the aspects of advertising,word-of-mouth communication and brand public relations through the analysis of typical cases.Finally,based on the observation and user feedback,the problems in the communication process of domestic cosmetics brands are summarized and targeted suggestions for improvement are put forward.