| With the rapid development of Chinese cosmetics industry and the growing demand for luxury goods,a large number of cosmetics luxury brands have been attracted to the active market in China.In the digital age,the innovation of information technology has lowered the communication threshold for the brand,promoted the cultural exchange and media communication in the world,and also changed people's consumption concept and began to pursue higher quality of life style.The fact that more and more consumers demand for self-development has provided a favorable market environment for brand communication.At the same time,the unique brand features make cosmetics luxury brands to be able to distinguish with other brands,taking the initiative in the Chinese market.Since entering the Chinese market in the 1980s,cosmetic luxury brands and audiences have been constantly changing.Consumer groups are becoming younger,diversified and digitalized.Consumption psychology changes from conspicuous consumption of symbolic worship to hedonistic consumption of quality pursuit.Under these circumstances,the brand communication activities are also more and more in line with the local characteristics of the Chinese market.The content of communication mainly includes the brand name of the Chinese translation which in line with the traditional culture and aesthetic habits,the artistic Chinese elements of the product packaging,the spokesman of the brand image following the fashion trend,and the brand culture based on a long history and founders legend.The distribution channels mainly consist of advertising channels integrating new media resources such as video websites,Weibo,WeChat and digital magazines.Sales channels that are in Iine with the simultaneous development of online shopping and offline retail.And brand building through exhibitions,sponsorships and public welfare activities Image of the public relations channels.Effective communication strategy laid the foundation for the successful establishment of the brand.However,the development of the cosmetics luxury brand in our country still faces many problems,such as homogeneous competition,differential pricing and the proliferation of counterfeit goods.In the future of brand communication,enterprises should cultivate consumers'brand loyalty by providing personalized service,promote the sales volume of products by adjusting price strategy,and further combat counterfeiting and selling off by strengthening the coordination with consumers and the government.That can maintain a good market order and brands can also achieve self-development. |
