Research on the Optimization Measures for Live Marketing of Domestic Beauty Brands-Taking Huaxizi as an Example

Abstract

The online celebrity live streaming marketing model is a new marketing model. This paper takes Huaxizi as an example to analyze the main problems in the online celebrity live streaming marketing of domestic beauty brands, and propose effective optimization strategies. Research has found that there are four issues with online celebrity live streaming marketing: a lack of reasonable planning, a single online celebrity live streaming method that is prone to aesthetic fatigue, exaggeration of product functions to induce consumers to purchase, and a serious low feasibility of commercialization of online celebrity live streaming content. And specific suggestions and countermeasures were given for these four issues: make a good live broadcast plan in advance and remind the broadcast to start in a timely manner; increase the marketing content and methods of online celebrity live streaming, and innovate through innovation; remind consumers to consume reasonably and ensure product quality; and online celebrity live streaming needs to maintain a balance between content and business. Finally, it is expected that this article can provide reference case inspiration for the research on the online celebrity live streaming marketing model of domestic beauty industry brands, and bring certain reference value to relevant enterprises in the industry.