Marketing Communication for Chinese Cosmetics Promotion on the TikTok Application
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Abstract
Background and Aim: (1) To explore the current situation of Chinese cosmetics marketing on the TikTok application, which is a platform gaining significant popularity in the online world, especially among consumers interested in cosmetics and beauty products. (2) To study the marketing communication strategies of Chinese cosmetics on the TikTok application. This study will analyze the marketing communication strategies employed by Chinese cosmetics brands on the TikTok application. It will focus on using data from surveys and interviews to examine how strategies such as the use of KOLs (Key Opinion Leaders) or live streaming on the platform influence consumer purchasing behavior. (3) To propose a model for using marketing communication to promote Chinese cosmetics on the TikTok application. The study will propose a TikTok Marketing Communication (TMC) Model suitable for promoting Chinese cosmetics on TikTok. It will explain various strategies, such as AI-driven marketing, user engagement, and other relevant approaches that enhance the effectiveness of marketing on the platform.
Materials and Methods: This research adopted a mixed-methods research approach, combining qualitative and quantitative methods. Qualitative data were collected through in-depth interviews with five groups of key informants, including marketing communication stakeholders, executives from Chinese cosmetics companies, Douyin software developers, marketing communication scholars, and Chinese cosmetics consumers. A total of 15 experts were selected through purposive sampling. Quantitative data were collected through a structured questionnaire survey of 400 Douyin users who engaged with beauty and cosmetics content.
Results: (1) Current Market Trends: The TikTok platform has transformed the marketing landscape for Chinese cosmetics. Short video promotions, influencer marketing, and live-streaming commerce have played a significant role in influencing consumer behavior. (2) Effectiveness of Strategies: Marketing communication strategies such as short video storytelling, collaboration with KOLs (Key Opinion Leaders), algorithm-driven content recommendations, and interactive brand challenges have significantly increased consumer engagement and brand awareness. (3) Proposed Model and Strategic Guidelines: This study proposes the TikTok Marketing Communication (TMC) Model to guide the promotion of Chinese cosmetics on TikTok. The model encompasses four key strategies: utilizing AI-driven personalization to target content, integrating social commerce features to boost sales conversions, enhancing brand storytelling through UGC (User-Generated Content) and KOL (Key Opinion Leader) collaboration, and ensuring regulatory compliance for sustainable growth. The data were analyzed using statistical methods through the SPSS program to calculate frequencies and percentages of the collected data, which were then interpreted to derive the study’s findings.
Conclusion: This study explores the effectiveness of TikTok in promoting Chinese cosmetics, highlighting the platform’s impact on consumer behavior. It identifies key strategies, including influencer engagement, live streaming, and price sensitivity. The proposed TikTok Marketing Communication (TMC) model offers a strategic framework for brands to optimize their presence and reach on TikTok.
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