Analysis of Blank ME Brand Marketing Strategy

Abstract

In March 2021, The State Council issued the Outline of the 14th Five-Year Plan for National Economic and Social Development and the 2035 Vision Goal, which mentioned creating a Chinese brand creation action, protecting and developing the time-honored Chinese brands. Chinese will enhance the influence and competitiveness of the local brands and take the lead in cultivating a number of high-end brands in the field of cosmetics and other consumer goods. Blank ME specializes in base makeup, which is a category less focused on the layout of Chinese color makeup brands. In 2021, it became the TOP1 of the base makeup brand in China on Tmall, with a year-on-year growth of 446%. The research topic of this paper is the marketing strategy of Black Me from a small audience to an explosion and the reasons. The research methods are the content analysis method and literature research method. This research summarizes the brand marketing content published by Blank ME on various platforms and social networking sites and summarizes its marketing. Secondly, based on a large number of literature related to the promotion of brand value and brand image, literature, network information, and data related to the development of a brand-perfect diary at the same time are consulted to provide a basis for case analysis. The research finds that content marketing has become an important part of brand marketing, and consumers' loyalty to brands needs continuous content marketing that can arouse resonance to maintain.