Research On The Communication Effect Of Chinese Beauty Brand Based On Douyin Short Video

In recent years,the Chinese people’s awareness of the colorful Chinese folk culture has developed into a Chinese style trend,combining traditional Chinese elements with modern fashion,which has formed a popularity.The combination of traditional Chinese elements and modern fashion has become a popular trend,and the Chinese style elements have become an increasingly common material in brand and product design.The popularity of Chinese style elements is the application of natural and humanistic elements of traditional Chinese culture in modern design,which not only reinvents and redevelops our traditional culture,but also shows the richness of our traditional Chinese culture to other countries in the world.In this wave of the rise of the Chinese style,many national brands in their own product design,are integrated into some national culture,such as Florasis.With its unique style and brand concept,Florasis has quickly grown into a reputable local cosmetic company within just five years and has won the praise of many customers.The category of color cosmetics has been a trend-setting mainstay in the field of e-commerce and consumer products.Both major international brands such as L’Oreal and Estee Lauder,and local brands such as Flower Knows and Perfect Diary,have started to spread their brands and products through short videos on e-commerce platforms.Among the many e-commerce platforms,Douyin has undoubtedly become one of the best choices for major brands to step into the e-commerce field in recent years.For brands that want to use e-commerce platforms to achieve high growth,using Douyin,a traffic gathering place with a large user base,is the best way to go.Many figures show that the brand influence and products of Florasis are spreading and generating significant revenue on the Douyin platform.As a result,short videos released by Florasis on the Douyin platform have become the focus of brand communication.By constantly reaching out and gaining a deeper understanding of consumers,Florasis has gradually developed its unique Douyin short video content.These short videos have remarkable communication effects,not only have a relatively good depth and breadth of communication,and user feedback is very positive.This paper uses content analysis method and questionnaire survey method,based on the theoretical framework of communication effect theory,use and satisfaction theory,ELM model,etc.,and tries to build a standardized and reasonable standard to deeply analyze the communication performance of Florasis as a successful Chinese style brand on Douyin short videos.First,excavating the influence factors of the communication effect of the short video of Florasis in Douyin,and constructing a new system of influence factors of communication effect.With the help of ELM and other theoretical models,the author used a quantitative approach to find out the key factors influencing the communication effect of Florasis’ s Douyin short video content as the core of the subsequent study,effectively excluding other interfering factors.Then,using the questionnaire method,based on the theory of communication effect and the theory of use and satisfaction,I deeply studied the users’ feedback on the communication effect of Florasis Douyin short video,and studied the underlying logic of the high influence of Florasis Douyin short video from the audience’s perspective.At the same time,we deeply study the content related to Florasis’ s brand feature and explore the role played by the Chinese style element in the dissemination of Florasis’ s short videos and the feedback from viewers,so as to provide theoretical suggestions for other brands with similar style or needing to use Douyin short videos for rapid growth.