Analysis of Short Video Marketing Strategy of Domestic Beauty Brands-Taking Flower Knows as an Example

Abstract

Given the sustained growth of the socio-economic sector and the steady improvement in consumption levels, the cosmetics industry has gradually become one of the hot spots in the current consumption field. With the intensification of industrial competition and the continuous advancement of market transformation in the Internet era, beauty and makeup brand marketing is facing an urgent need for transformation and upgrading. To adapt to the Internet era and explore new and suitable marketing strategies, it has become a key issue that needs to be addressed urgently. In order to better market “Flower Knows”, this paper proposes the following marketing strategies: highlighting the brand characteristics of Flower Knows; increasing the use of short video presentation techniques; standardizing sales channels; and expanding market channels. Although Flower Knows, an emerging beauty and makeup brand in China, has been established for a relatively short period of time, it has stood out in the fierce market competition and achieved remarkable results. Therefore, the short video marketing and communication field of this brand is of great significance for discussion.