Chinese cosmetics companies and social commerce: Florasis and Perfect Diary cases

Abstract

This thesis is aimed at analyzing the dynamic intersection of Chinese cosmetics companies and the evolving landscape of social commerce, while providing the cases of two prominent brands: Florasis and Perfect Diary. The research unfolds across three pivotal chapters, each contributing to a holistic understanding of the subject. The first chapter introduces the developmental trajectory of the Chinese cosmetics industry, spotlighting the emergence of the guochao phenomenon and the impact of Chinese consumer ethnocentrism. An in-depth analysis of the Chinese beauty social commerce ecosystem is also presented. The second chapter builds a comprehensive theoretical and legal framework for Chinese social commerce, as to better comprehend the intricate dynamics within the wanghong economy, and to highlight the fundamental role played by Key Opinion Leaders and Key Opinion Consumers in the industry. This chapter examines the distinctive features that define the influence and reach of these digital personalities, as well as their approach towards livestreaming selling. Furthermore, the third chapter pivots towards a practical approach, presenting detailed case studies of Florasis and Perfect Diary. The objective is to unravel the marketing strategies employed by these Chinese cosmetics companies on social commerce platforms. The synthesis of historical analysis, theoretical frameworks, and practical case studies offers a comprehensive exploration of the symbiotic relationship between Chinese cosmetics companies and social commerce. This research contributes to previous academic research and serves as a valuable resource for brands seeking to navigate the dynamic landscape of social commerce within the Chinese beauty sector.