化妆品直播带货的策略探析

Analysis on the strategy of live commerce of cosmetics

以化妆品直播带货为研究对象,在综合分析直播带货时代主要依赖于网红经济、得益于注意力经济、重点为粉丝经济三大特征的基础条件下,重点讨论了化妆品直播带货的具体的策略,包括重新定位直播营销策略、提高用户品牌感知、促进用户购买转化,可从某种程度上提高化妆品直播带货的综合水平,可为我国化妆品直播带货领域提供一定的理论参考意见。

Taking cosmetics live streaming as a research object,featured internet celebrity economy,attention economy,fan economy in the e-commerce live streaming era,strategies of cosmetics live streaming with goods were discussed,such as repositioning of the live marketing strategy,improving the user's perception of the brand,and promoting the user to buy,which could improve the cosmetics live with goods to a certain extent.Therefore,theoretical reference opinions for China’s cosmetic live banding field were provided.