Research Of Online Store Decoration And High-end Brand Image Shaping

Taobao,Jingdong as the representative of the continuous rise of e-commerce platforms and continue to set new highs in 618,double 11 and other promotional festivals turnover,indicating that the e-commerce channel is increasingly becoming the focus of consumer shopping scene.In this context,brands’ sales channel focus and sales strategy are also being shifted towards e-commerce platforms.Simply opening Taobao and Tmall stores and generating links to one product after another have become the basis for the platforms to compete in the market,while what allows brands to stand out in the competitive market is well-designed stores and product detail pages,in which brand image plays an important role.Since Estee Lauder Group entered the China market in 1993,China has gradually become the second largest development base of Estee Lauder Group after the United States in just a few years.At the same time,Estée Lauder Group has kept pace with the development of China’s e-commerce platform,and since opening its official flagship store on Taobao Tmall in 2014,it has continued to make its presence felt on Taobao,and became the first global top fashion and beauty brand to enter the "1 billion yuan club" on Taobao’s Double 11 online shopping carnival in 2020.The study will examine overseas high-end skin care brands.This study takes Estée Lauder’s Tmall online store,an overseas high-end skincare brand,as a case study,and analyzes the text messages,visual messages,buyer shows and interactive advertisements of Estée Lauder’s official flagship store to explore the path of Estée Lauder’s brand image building through the Tmall online store as a marketing+sales channel.To explore the path of Estée Lauder’s brand image through Tmall online store as a marketing and sales channel.In addition,to explore the unique features of Estee Lauder’s online store decoration and brand image construction,the study chose to compare the brand Lanc(?)me with Estee Lauder.The analysis reveals that store text content,visual content and interactive advertising play an important role in the process of brand image building.First,from the perspective of textual content,information about products,promotions,brands,and marketing holidays appear in stores,and the frequency of appearance and the specific words and phrases used play different roles in shaping Estee Lauder’s high-end skincare brand image.Secondly,from the perspective of visual content,the use of visual content such as colors,products and spokespeople will also help the brand go about shaping different image features.Thirdly,the buyer’s show is the real evaluation of the brand and products by consumers.With the perspective of consumers,Estee Lauder’s high-end brand image is shaped and recognized.Lastly,interactive advertising plays a role in enhancing the interaction between the brand and consumers and improving the quality of brand services during the store decoration process,further strengthening the high-end brand image through high-quality service features.Through the study of Estee Lauder’s Tmall online store,it will better provide ideas for Chinese brands to shape their high-end brand image and high-end style online store,which will also be the significance of this study.