Research On The Optimization Of L’Oréal’S E-Commerce Live Streaming Marketing Strategy

In 2016,live streaming first appeared in the public.Several years later,with the developement of mobile Internet and 5G technology,live streaming has gradually become a boom.Especially during the covid-19 epidemic,the "contactless economy" was developed,people’s work,life and learning are shifted online.Enterprises have begun to develope Ecommerce selling through live streaming,turning it into a new channel for corporate publicity and sales.This not only increases traffics,but also brings considerable benefits.L’Oréal,the world’s largest cosmetics group,has always had a strong sensitivity to market trends.It quickly deployed in the early days of e-commerce live streaming and gradually formed a mature and fixed live streaming marketing system.However,in the past two years,under the circumstances of live streaming benefits,a large number of enterprises have rushed into the market.Consumers pay more attention to this,and the competition among live streaming has become more and more fierce.Under the situation of a hundred flowers,L’Oréal’s e-commerce live streaming marketing strategy seems to lack stamina,so L’Oréal urgently needs to adjust so that this strategy can better help the development of enterprises and brands.This paper first introduces the basic situation of L’Oréal e-commerce live streaming marketing,analyzes the macro environment of L’Oréal e-commerce live streaming marketing with PEST model,explores L’Oréal’s own competitiveness with SWOT analysis.L’Oréal has a strong economic strength and reputation,an early start and rapid development in e-commerce live streaming,and a mature staff training mechanism,so that it has more resources and experience than other brands/enterprises.The disadvantage and threat lies in the fact that now e-commerce live streaming is becoming more and more crowded,which increases the competitive pressure of L’Oreal.It is limited by the huge scale of the enterprise,which also makes L’Oréal more standardized and cautious in live streaming,and it is more difficult to make breakthroughs in transformation.Based on the SICAS model,this paper conducts a questionnaire survey on consumers’ perception,attractiveness,communication,purchase,sharing and other dimensions,and conducts quantitative analysis.It deeply discusses the five major problems of L’Oréal’s current e-commerce live streaming marketing——The publicity channels and forms are not rich enough;The atmosphere of the live broadcast room,the gameplay of the commodity mechanism,and the form of live broadcast are inadequate;Lack of warmth and skill in communication;The operation of the purchase process is complicated,there are many aftersales problems,and the form or strength of preferential treatment is not strong;Insufficient guidance and reward mechanisms for consumers to share feedback.Finally,an optimization scheme is proposed for the emerging problems: building a perception network that reaches consumers in an all-round way;Improving the attractiveness of L’Oréal e-commerce live streaming in multiple dimensions;Establishing two-way communication channels;Providing intimate and guaranteed purchase services;Optimizing the sharing mechanism and stimulating customers’ willingness to share,and continuously developing customers’ willingness to use.By studying L’Oréal’s e-commerce live streaming marketing,this paper theoretically combines the research of beauty companies with live streaming to further deepen the discussion of live streaming marketing in the beauty industry.In a practical sense,on the one hand,it aims to find a more suitable marketing plan for L’Oréal and help L’Oréal apply a better e-commerce live streaming strategy to daily marketing;On the other hand,it is hoped that it can provide reference for other beauty brands and enterprises,so that live streaming marketing can better serve it and help brands and enterprises develop rapidly.