Research On Innovative Design Strategies Of Classic Chinese Cosmetics Brand Activation

In the social background of the rise of classic Chinese goods,a few classic Chinese cosmetics brands have successfully transformed.For example,Pechoin,leading all the way.However,there are still some old-fashioned national makeup brands such as Xiefuchun that are not well-known and lack brand influence.In the context of growing information and consumption upgrades.How to promote the sustainable development of the cultural and commercial value of classic Chinese cosmetics brands,As a designer has the responsibility and obligation to provide innovative design strategies for the classic Chinese cosmetics brand activation,Better assist old brands rekindling "young" charm.This topic uses multidisciplinary theories to cross-probing the key directions of the activation of classic Chinese cosmetics brand.Innovative combination of brand activation matrix and brand-driven innovation design method.The key points for extracting activation elements,activation directions,and activating innovative designs from a theoretical perspective.And focus on the classic Chinese cosmetics brand.Taking Yangzhou Xiefuchun as the Case Study Object,Value Mining for Designing Brand Culture in Its Activation Elements,Analyze the design semantics of the elements of social culture and brand image separately.Then compare the domestic and foreign cosmetics brand innovation cases and summarize the innovative methods,And guess the innovative path of the classic Chinese cosmetics brand Xiefuchun.Combining the conjecture with the research part of the design research using qualitative and quantitative research methods to conduct a field visit and interview with the brand's market conditions,impression perception,consumer brand emotional memory,brand store contacts,and stakeholders.Insight into the problems and needs of the brand.Inductive analysis leads to demand points and design opportunities.From the height of brand strategic thinking to propose the design strategy of activation and innovation for Xiefuchun brand's current problems and demand value points.The theoretical research of this article shows that the key direction of the activation of the classic Chinese cosmetics brand is to have the human-oriented brand strategic thinking,the innovative development of the brand culture,and the brand contact optimization based on different stages of the consumer purchase experience.From the survey,we found that Xie Yuchun's brand has the cultural consumption needs of young ethnic groups,but also co-existing consumers have unclear about their brand culture,their brand positioning is ambiguous,and the traditional product and modern product style are not uniform.The narrow scope of communication and low-efficiency content,the narrow physical access to offline channels,and the ineffectiveness of brand interaction are the real issues in communication.Focusing on the activation theory and finishing the analysis of the survey results.This article proposes the following brand-activated innovative design strategies: reshaping a brand strategy that uses cultural emotions as a touch point of experience,product redesign in the spirit of activating brand temperament,focusing on accurate content distribution paths,expanding consumer brand cultural experience channels,and consolidating media Social sharing is a value of community relations.This topic in the case of Xiefuchun as a classic Chinese cosmetics brand case study,but also the current overall classical Chinese cosmetics brand development thinking.By standing on the perspective of the user to promote the value of the brand experience,the core value of the classic Chinese goods brand culture is a problem that companies should pay attention to.At the same time,this article also provides some reference and guidance for enterprises to develop research on young people's consumption patterns.