Analysis of Marketing Strategies of Make-up Brands in Xiao Hong Shu in China

The pervasive influence of the Internet has profoundly shaped consumers behaviors. The application Xiao Hong Shu has emerged as one of the most prominent social-commerce platforms among Chinese people where users share opinions and make purchases. Since 70% of the demographic of Xiao Hong Shu are females, the application appears to be the very place to go for make-up brands. This essay aims to analyze the marketing strategies of the brands from the perspectives of The Marketing Theory of 4Cs, which is customer, cost, convenience, and communication, enabling the brands to comprehensively identify the pros and cons of the brands approaches and better adapt to the dynamic digital market. The essence of the marketing tactic of brands in Xiao Hong Shu lies in the findings. The user-generated reviews are greatly influencing customers purchasing behaviors, so companies are paying KOLs and KOCs for positive promotion. E-commerce reduced the cost of setting up the physical store for business owners, and coupons released from the application lower the price of the product for customers. The social-commerce platform empowers a convenient transition between social media and e-commerce. However, challenges persist, for example businesss payment did not gain the intended return, influencers spread inaccurate information to promote the products, and concerns over personal information security are vital.