Lyu Xin-IMC Plan(YSP 524 capstone professional project)

SCHOOL OF COMMUNICATION
UNIVERSITI SAINS MALAYSIA

YSP 524 – INTEGRATED MARKETING COMMUNICATION
CAPSTONE PROFESSIONAL PROJECT

Semester 2, Academic Session 2021/2022

Title: Florasis Brand IMC Plan

Supervisor:
Dr. Mahadevan Krishnan

Second-Reader:
Dr. Suriati Saad

Name Matrics No.
Lyu Xin P-KOM0138/21

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Table of contents

1.0 Executive summary .................................................................................................................................... 3
2.0 Brief background of the topic/company .....................................................................................................4
3.0 Problem statement/issue faced ................................................................................................................... 7
4.0 Research information- findings ................................................................................................................ 10
5.0 The proposed strategy ...............................................................................................................................12
6.0 The proposed plan .................................................................................................................................... 14
7.0 The proposed tactics ................................................................................................................................. 16
7.1 Organization ............................................................................................................................................. 16

7.1.1 Public Relations（CSR） ............................................................................................................. 17
7.1.2 Production plant ............................................................................................................................17
7.1.3 intellectual property ...................................................................................................................... 19
7.2 Business .................................................................................................................................................... 19
7.2.1 Market strategy ..............................................................................................................................19
7.2.2 Advertising strategy .......................................................................................................................20
7.2.3 Product strategy ............................................................................................................................ 21
7.3 Trade ......................................................................................................................................................... 22
7.3.1 Channel selection .......................................................................................................................... 23
7.3.2 Sales force management ................................................................................................................23
7.3.3 Community operating .................................................................................................................... 24
8.0 The implementation timeline ....................................................................................................................25
9.0 The projected results .................................................................................................................................27
Reference ........................................................................................................................................................ 28
Appendix .........................................................................................................................................................31
Data Visualization .......................................................................................................................................... 37

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1.0 Executive summary
At the JD 618 promotion in this year, there was fierce competition from international

cosmetics brands, but the promotion efforts of domestic cosmetics brands were lackluster.As
of June 3, the top five in the beauty list are international brands, the sixth Florasis turnover of
66 million yuan, Colorkey eighth, turnover of 55.75 million yuan, perfect diary tenth, sales of
47.67 million yuan, compared with the past often over 100 million GMV, up to now, there is
still no domestic cosmetics brand breakthrough 100 million yuan mark (The financial, 2022).

As mentioned in the previous example, we believe that it is a very necessary means to
improve the repurchase rate of Florasis under present conditions. Only when the repurchase
rate increases, can the sales volume be increased.

Therefore, given the high market share and huge sales profits of international cosmetics
brands, and the COVID-19 situation, Florasis cannot open offline physical stores in the short
term. It is necessary for us to carry out a feasible plan to integrate marketing and
communication, so as to improve the traffic conversion rate of Florasis consumers and
indirectly improve their repurchase decisions. We believe that strategies and tactics should be
carried out around improving the repurchase rate. Among them, strategies should include
transforming public domain traffic into private domain traffic, making marketing strategy
planning around young groups such as college students, maintaining effective promotion of
information, and maintaining good communication with customers. And the specific tactics
are, more emphasis on patent accumulation, from the past emphasis on appearance patents, to
the emphasis on core technology patents. Changing marketing methods, from relying on
platforms such as Taobao and Dou Yin to sell goods use live streaming in the past, to

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building a full-platform marketing and attaching importance to KOL and KOC marketing
methods. Changing the production mode of products, from OEM mode to self-built factories,
with emphasis on product quality, and so on.

We plan to carry out the marketing plan of Florasis from From Q3 2022 to the end of Q2
2023, the timeline is exactly one year. According to our forecast, after the implementation of
the Florasis integrated marketing plan for one year ,the Florasis purchase rate will greatly
improve, hot style item (powder) visibility and brand awareness will have obvious ascension
from a year ago, at the same time, the Florasis private traffic sources will be more precise, the
former we may focuses on the public traffic, and now we may combine the public traffic with
private traffic, and the private traffic has higher priority. Moreover, the product marketing
information of Florasis will be promoted accurately and effectively, which will able to reach
correct target audience. Thus, customer loyalty will be greatly improved, and the sales
volume of each Florasis product will also increase significantly.

2.0 Brief background of the topic/company
Florasis is a Chinese cosmetics brand registered in the State Trademark Administration

by Zhejiang Yige Enterprise Management Group Co., LTD.The main products of Florasis
brand include sunscreen, loose powder, air cushion, foundation liquid, makeup spray,
eyebrow pencil, eyeliner, mascara, eye shadow, lipstick, lip mask, makeup removing wipes
and so on (Baidu, 2022).

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Florasis, a niche boutique cosmetics brand, was born in the beautiful West lake of
Hangzhou. "Oriental makeup, with flowers to raise makeup" is the brand concept of Florasis.
Aiming at oriental women's skin characteristics and makeup needs, it explores the wisdom of
keeping the face of thousands years ancient Chinese prescription. In addition, they uesd
modern makeup manufacturing technology with flower essence and Chinese herbal medicine,
and developed a healthy, nourishing skin, suitable for Oriental women to use color makeup
products eventually.

"Florasis" (Chinese name is Hauxizi)brand name origin: Florasis in the "flower", refers
to "to raise makeup with flowers. Xi Zi refers to west Lake and Xi Shi. The word "West
Lake" is taken from a poem by Su Dongpo, "To compare the West Lake with the XiZi, light
and heavy make-up always appropriate". Xizi is also the title of Xishi, the top of the four
beauties in ancient China. Florasis brand hopes that Chinese women will be as beautiful as
the west, no matter with heavy makeup or light makeup. English name of Florasis is"
Florasis", is" Flora"+"Sis ", meaning "flower god", metaphorically refers to the women who
use Florasis products, and is as beautiful as The lotus goddess Xi Shi (Shangyun, 2019).

In terms of product selection, Florasis focuses on facial makeup and lip makeup.
Florasis did not choose the foundation concealer products with a large market scale, but
mainly focused on the air powder, which is a small but relatively blank subdivision field.
Superimposed with its explosive strategy, it can concentrate resources on the selected
products. In 2020, as the top1 single product of Florasis, air powder accounted for nearly
one-third of the sales volume (Tencent, 2022).

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Florasis's product ingredients are also developed to fit the skin and makeup features of
Oriental women, while adopting a more suitable brand name product research and
development method, which is combined with the Chinese traditional concept of skin care
and skin care, and meets the needs of users through the control of product ingredients. In
order to improve the continuity of the eastern impression, Florasis has launched "West Lake
impression", "Miao impression" and other traditional Chinese cultural characteristics of the
gift box.

Florasis also attaches great importance to the optimization and upgrading of products,
and iterates existing products many times through the feedback of consumers' needs. For
example, its star product "air honey powder" has been updated for four generations, and its
star product "eyebrow pencil" has been updated for seven generations. Through the positive
feedback of a large number of users, Florasis has enhanced users' sense of participation and
greatly enhanced consumers' loyalty to Florasis (The international online, 2022).

Since the birth of the Florasis brand, Florasis and head anchor Li Jiaqi deep binding.
Since Florasis appeared in Li Jiaqi's live broadcast in March 2019, its product sales have
maintained a rapid growth trend in Li Jiaqi's live broadcast. Such as the first appearance in Li
Jiaqi live broadcast Florasis products "air powder", then become the main flower xizi burst.

From then on, Li Jiaqi and Florasis sub-brand depth cooperation, became the chief
recommendation officer of Florasis sub-brand. Li Jiaqi participated in the supervision of
Florasis popular style heart lock lipstick, Florasis "Miao impression" series of products early
research and development process, Li Jiaqi personally went to Guizhou Miao Village, the
development of miao nationality high set series makeup.

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Go so far as to geographical distribution, the audience of flora brand is mainly
concentrated in the eastern coastal areas, and there are more potential customers in South
China and East China.

Regard to age distribution, the audience of Florasis brand is mainly concentrated in the
age group of 20-39 years old, with a wide audience.
From the perspective of gender analysis, the main audience of flora brand is women,
accounting for 50% - 60%, but men also account for a large proportion, more than 40%.
Compared with the early situation that most women paid attention to beauty and makeup,
men have become a customer group that can not be ignored.

In terms of user interest distribution, florisis brand users pay more attention to film and
television, music, consulting, education and training, medical care and software applications.
Most of them may be students, fans and white-collar workers (Yuewen World, 2021).

3.0 Problem statement/issue faced
Since its inception, Florasis has been subject to controversy. Its brand founders and

marketing team, well versed in the logic of internet marketing and digital marketing, have
built Florasis into a cosmetic brand ranked second in China in just four years. In the four
years of its rapid development, it has also revealed more and more problems. As early as two
years ago, Florasis has already gained huge traffic dividends by virtue of its deep binding and
marketing with Li Jiaqi's live broadcast, and in addition to Li Jiaqi, Florasis has also engaged
a large number of celebrities, waist experts and grassroots users to carry out comprehensive
promotion and grassroots, which has made Florasis leap into the new Chinese beauty market

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(Ju, 2021).
It is reported that Florasis is very willing to spend money on marketing investment,

although there is no official marketing investment data released. But according to relevant
media reports, in the early stage of brand development, Florasis can reach a monthly
marketing investment of 20 million RMB on live broadcast cooperation alone, plus the high
commission given when deeply bound with Li Jiaqi, which really reflects their serious
attitude towards market investment.

The emphasis on marketing and promotion has made Florasis a "model" in the Chinese
make-up sector, and no one can fault its achievements in recent years. According to the
statistics, from 2019 onwards, as the brand "came out of the woodwork", Florasis has seen its
sales soar. Its annual sales in 2019 increased more than twenty-fold year-on-year to RMB
1.13 billion and will continue to grow rapidly in 2020, with sales exceeding RMB 3 billion.
However, with the rapid growth in size and volume, this over-reliance on brand marketing is
showing some potential problems (Ju, 2021).

On the one hand, as we mentioned earlier, as the marketing action is more and more
frequent, the consumers to spend on the brand with the freshness of the product gradually
cool, some users reputation level itself is negative, indicating that flower west are facing
some pitfalls in the product appeal to build, it must make their products more accepted by
consumers.

On the other hand, the long-term investment in brand marketing may bring the
company's capital and financial problems to the fore, and as a company that has not yet gone
public and has not made any financing moves so far in 2017, it is a big question whether it

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has enough "ammunition" to push itself to continue this model of heavy marketing
investment.

In addition to these issues, the production model of Florasis is also facing concerns. It
has always relied on the OEM model to produce its products. Such a development model of
holding the marketing of the brand in its hands but not the core products in its hands could
easily cause it to suffer from product quality problems, and also make many people question
the product creation of Flowery West not keeping up with its marketing image.

Finally, at the market level, unlike the early days of the brand when it was unanimously
praised, with the brand's 'filter' becoming weaker and weaker, we can now see a lot of
negative comments about Florasis products on the internet. More and more consumers are
complaining about the quality and experience of Florasis products, despite their beauty, and
there are even cases on the internet where consumers appreciate the packaging of Florasis
products more than the products themselves.

This situation also corresponds to the focus of the development of Florasis. It is reported
that most of the patents under Florasis are related to product appearance, etc., and very few
patents are related to the beauty products themselves, so such a situation will make
consumers question more and more about the product power of Florasis (Sina, 2021).

In view of a series of problems exposed by Florasis in recent years, we believe that it is
meaningful to discuss the problems affecting consumers' re-purchase of Florasis brand at
present. At the same time, it will also bring some positive thinking for other researchers or
Florasis brand change.

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4.0 Research information- findings
Based on Findings, we note that, with the growth of domestic cosmetics, more and more

men are purchasing domestic cosmetics in recent years. About 23.63% of male customers had
participated in the survey, and they are loyal users of Florasis brands. So, If we do strategic
planning, we should also focus on male consumers.

Fig.1：The gender of consumers repurchase Florasis in the questionnaire
Fig.2 shows consumers who had participated in the questionnaire survey and their
choice of brands when buying cosmetics. It can be seen that foreign big-brand cosmetics still
occupy consumers' minds and influence their purchase decisions. But at the same time,
domestic cosmetics are also slowly improving, for example, Florasis has been ranked eighth.
It shows that consumers' recognition of domestic cosmetics and willingness to buy back are
also slowly improving.

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Fig.2：Cosmetics brands purchased by consumers
The following figure shows the questionnaire filling of a certain scale topic. According
to the questionnaire results, we notice that in several questions about social value, most
consumers' evaluation scores are 4 or 5, respectively representing approval and strong
approval. In other words, most consumers agree that buying Florasis will affect their social
evaluation, and agree with the brand culture of Florasis, so that they will develop towards
positive evaluation.In the following brand strategy planning, we should pay attention to the
brand culture construction of Florasis, and create a unique cultural core that is different from
its cosmetics.

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Fig.3：Social value questionnaire answers
Through integrated approach to marketing communication, companies "talk to with one
voice" and the impact of messages sent is one maximum (Mihaela, 2015). With IMC, the
touch point is increased, so that the interface between the company and the consumer is
ubiquitous. Passive marketing becomes active, and consumers become more engaged. In
addition, IMC can make marketing more precise, reducing the cost of communication and
activating potential audiences. At the same time, IMC will increase the stickiness of
customers, who will then become consumers, and brand awareness will be greatly enhanced.

5.0 The proposed strategy
In order to deal with the dilemma on several fronts, in terms of strategy, we will make

every effort to reverse the declining performance of Florasis based on three aspects:
organization, business and trading. A strategy that can be executed revolves around the
5W1H, as follows:

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Fig.4:Florasis IMC strategies and tactics
Why:Firstly, Covid-19 has changed the consumption trend of the beauty industry. The home
quarantine of the epidemic has restricted offline activities, and brand owners have shifted
their marketing activities to online, which has accelerated the online marketing of brands and
made them more dependent on content communities, short videos and live streaming to sales
goods. Secondly, the epidemic has given rise to "mask makeup", the beauty loving girls use
their eyes to radiate glory, eye makeup to take advantage of the new growth opportunities.
Eye shadow, eyeliner, and eyeliner became the fastest growing items during the epidemic.
Thirdly, in recent years, more than 52% of beauty consumers are young Female aged 18-22,
most of whom are from the sink market (small town youth below the second tier cities).
Meanwhile, compared to female, male beauty content consumers are more inclined to high

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tier cities and those around 25 years old, slightly showing a trend of radiation to younger and
lower tier cities. Male's preference is mainly skincare, supplemented by color cosmetics, but
the concern for personal care and perfume has risen most significantly.
What: The strategy's plan is to improve Florasis across the board at the organizational,
operational, and transactional levels, and to increase reorder rates.
Where: The strategy will be placed near university towns in cities below Tier 2 in China, and
several brand image stores will be established in several Tier 1 cities.
Who: The target audience of the strategy is mainly young female consumers around the age
of 18, with college students accounting for a larger proportion of consumers.
When: It will run for one year from Q3 2022 to close in Q2 2023. prospective consumers are
predicted to repurchase Florasis in several large promotions over the course of the year.
How: Leverage social media to establish effective communication, enhance brand image and
develop the company's CSR program.

6.0 The proposed plan
Strategic objectives/focus: To cope with the competition of foreign cosmetics and the impact
of domestic cosmetics at the same level. To adjust the competitive track of Florasis to tilt
resources towards young female and the sinking market. Fully exploiting the consumption
potential of the 18-year-old student consumer group and laying out in advance the
ever-younger cosmetics market.

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Target customer: Based on the data we have collected, and taking into account the consumer
behaviour and habits of Generation Z, we conclude that the age of the cosmetics consumer
group will tend to be younger. Therefore, in our next strategy, the 18 year old student group
should be given greater priority to develop consumer awareness and invest in advertising
campaigns.

Deliverable: At the end of the strategy, the consumer base of Florasis is younger and further
than before, and expands its market share among consumers around 18 years old, the
consumers' willingness to repurchase Florasis is strongly enhanced. In addition, the male
consumer group will also be elevated. Florasis' main selling products will be expanded from
the original loose powder, lipstick to single products such as eye shadow, eyeliner and
eyeliner and so on.

Scope: To ensure successful project implementation, effective communication is required
throughout the beginning and end of the project.The loyal users and private traffic
accumulated by Florasis will be put to use, the ineffective and imprecise marketing will be
abandoned.

Budget: To execute this strategy, combined with data from previous years, our preliminary
forecast is that the entire project will cost more than 700 million RMB, with expenses
including advertising, image store construction, daily operation, new sales channel
development, sales team management, new product development, and CSR expenses.

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Tasks and Responsibilities: The new strategy will be under the full responsibility of the
company's CEO, Cheng-Long Wu; product development will be carried out mainly by chief
technology officer, Huiliang Li; and financial expenditure will be implemented mainly by the
company's CFO, Xin-Peng Fan. At the same time, the company will send a marketing general
manager to be in charge of the marketing strategy of the Florasis subsidiary.

Timetables and Milestones: Beginning in the third quarter of 2022 and ending at the end of
the second quarter of 2023. At the time of the Double 11 promotion in 2022, consumers of
Florasis are more younger, reaching an average age of around 22-25 years old. By the time of
the Valentine's Day promotion in 2023, the group of consumers who repurchase Florasis is
more diversified in terms of purchase channels and repurchased products. By the time of the
618 Sales promotion in 2023, the average age of Florasis's consumer base reaches around
18-20 years old, with repeat consumers mainly coming from young female college students in
the sink market, while the proportion of male consumers increases by 1.5 times compared to
the original.

7.0 The proposed tactics
As mentioned earlier, a strategy focused on the organization, business and trade levels

will be implemented, and after careful research and study, we have selected three specific
tactics in each area that can be implemented.
7.1 Organization

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7.1.1 Public Relations（CSR）
In recent years, the European continent has arguably combined business and social

philanthropy better, a combination that is, in other words, corporate social responsibility. In
recent years, the European cosmetics industry has shown a concern for corporate social
responsibility, which has become one of the most important factors in their commercial
success. These companies, which have beauty as their business goal, invariably talk about
sustainability, reducing greenhouse gas emissions and fair trade, and put these issues on the
same level as their own profits and losses in their financial statements. Influenced by this,
Chinese cosmetic companies are also increasingly concerned about corporate social
responsibility (Baidu Wenku, 2022). However, Florasis, as a 5-year-old company, has been
focusing on the role of marketing in corporate development in its previous strategy,
neglecting the CSR that should be undertaken. Therefore, In the recent IMC Plan, we believe
that Florasis should do the following three things: Selecting safe and sustainable raw
materials, Cooperate with scientific research institutions, Carry out Educational charity
activities.

7.1.2 Production plant
China is the largest manufacturing country in the world and has the most complete

industrial production system in the world, covering the high, medium and low end of the
industrial chain, with very adequate experience and production technology. As we know,
Chinese cosmetics foundries produce almost every major brand of cosmetic products in the
world. At present, the foundries that Florasis works with are a few factories in Shanghai,

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which mainly OEM for domestic cosmetics, and Florasis' production model is mainly an
OEM model. with the development of big data, AI smart technology, 5G, IoT and other high
technology, changes in the cosmetics industry are inevitable. We believe that Florasis should
continue to maintain its cooperation with 3 foundries that only help Florasis to produce
products. Based on this, we believe that, firstly, Florasis should accelerate the establishment
of its own Al private custom skin care system to provide personalised, precise customisation
and testing for consumers, fusing technology with make-up to provide high added value to its
products. Secondly, Florasis should strengthen the conceptual design of its products; we
know that domestic cosmetics have already reached or surpassed the efficacy of major
international brands, but they have never been able to surpass them. cheap knock-off products
can replace intuitive effects, but they can never replace abstract rituals. When a product can
create a beautiful experience and a sense of ritual for consumers and inspire a beautiful
meeting, it is no longer simply a product itself, but a carrier of beauty. And make-up is one
such category with strong ritualistic attributes, satisfying both functional and spiritual needs.
Florasis must therefore strengthen its conceptual and storytelling capabilities. Thirdly,
Florasis should change its current visual identity design, which gives a very cheap and flashy
appearance and never has the strong impact that a major international brand brings. To sum
up, we believe Florasis should maintain three OEMs and establish one factory of its own,
specialising in concept design, visual identity design and product quality control, to change
the past situation of relying entirely on OEMs and to change the stereotype of Florasis as a
miscellaneous cosmetic brand in the minds of consumers.

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7.1.3 intellectual property
In recent years, more and more Chinese companies have come to value the protection of

and respect for intellectual property, which plays a huge role in various industries by creating
and supporting High-Paying Jobs, Drives Economic Growth and Competitiveness, Protect
Consumers and Families, Helps Generate Breakthrough Solutions to Global Challenges,
Encourage Innovation and Reward Entrepreneurs. Last year, Florasis was caught in the
crossfire when a Japanese cosmetics company copied its product design. The Japanese
company, TEAMJOY, denied that it had copied the product and claimed that its design was
inspired by a Chinese animation. This not only provoked the resentment of the majority of
Chinese consumers (Jintai research, 2022). Through this incident, it reflects that Chinese
companies do not yet pay enough attention to intellectual property rights, but also profoundly
reflects that Chinese domestic brands are just as capable of creating good inspiration and
products. We argue that, if Florasis wants to go further, it must increase its protection in terms
of packaging, product formulation and production technology, using the law as a weapon on
the one hand, and doing a good job of public handling on the other, turning crises into
opportunities and preventing itself from being put in an unfavourable situation.

7.2 Business
7.2.1 Market strategy

According to the data available on the official website of Baidu Index, Florasis'
demographic profile, on 8 July 2022, the search population was 60% female and 40% male.
45% of the 20-29 year olds occupied the first place. In second place is the 30-39 year old

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group at 35%, and notably, the younger than 19 year old searcher group reaches 15% for third
place. We believe that Florasis should focus on the 18-ish age group. The younger consumer
group of the brand is mainly students, a segment driven by small town youth in small cities
who prefer cosmetics such as lip gloss, eye shadow and eye makeup. In addition, the male
consumer group is also a Potentially powerful group that cannot be ignored. In addition to
buying cosmetics for themselves, male may also buy for their lovers and the opposite sex.
The "male economy" corresponding to the "female economy" has also emerged, especially in
the post-90s and post-00s. 2018 is also known as the first year of men's skincare makeup,
according to Sina Weibo's 2018 cosmetics industry white paper In 2018, it is also known as
the first year of men's skincare makeup (36ke, 2019). Of course, we cannot exclude another
category of consumers who are more self-pleasers than utility-seeking consumers, who are
hedonistic and whose motivation for buying is mostly to make themselves happy. In short,
these changes in consumer trends should be taken into account by Florasis. Therefore,
Florasis should expand into lower-tier markets to capture more 18-year-olds and become
number one in the region.

7.2.2 Advertising strategy
While developing and producing products, an increasing number of production firms

have started to launch advertising campaigns to enhance the competitiveness and market
demand of their products (Yan et al.,2021). And he argued that A production firm’s decision
to integrate the key attribute of their product development and the focus of their advertising
strategy may have a mutual promotion effect. In other words, advertisement increases the

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advantage of the major attribute of a product relative to others, and in turn, the high
competitiveness of a product attribute enhances the role of advertising.Brand co-branding is a
popular marketing technique nowadays, and some co-branded models can bring a lot of value
to the brand by both spreading the word and innovating the product. We believe that good
brand co-branding must bring new value to consumers, who are more interested in what they
want. Florasis can be appropriately co-branded with animation and film products to further
expand its brand awareness among young consumers, and thus influence their mindset.In
recent years, Chinese cosmetics have piled on to sponsor variety shows, but j have been
successful, and according to statistics, those that have since burst onto the scene have all
sponsored variety shows to one degree or another. There are a wide variety of variety shows
in China for cosmetic brands to choose from, so Florasis could well take a leaf out of
previous success stories and choose to sponsor a variety show that fits in with its own,
exploring more about the fun and imagination of brand development. In addition to this,
Florasis could also choose to advertise recessively in popular TV shows and anime, both of
which, we believe that there will always be an overlap in the consumer demographic between
these two categories of users.

7.2.3 Product strategy
Building out a product strategy before we begin development is necessary because it

serves three valuable business purposes, which contains provides clarity for the company,help
us prioritize your product road map, and also improves our team’s tactical decisions (Newell,
2021). Compared with Perfect Diary, Florasis has few stock keeping units (sku). Florasis'

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best-selling products are powder, eyebrow pencil and air cushion, and other products are not
attractive enough to consumers. Therefore, in the next tactics, Florasis should gain insight
into consumer trends, increase the development of new products, and maintain Florasis'
product popularity by constantly launching new products. In addition, moderate promotional
activities can also convey brand information to consumers, stimulate consumer demand,
stimulate the desire to buy, and achieve the purpose of expanding sales. 2022 618 Jingdong
Grand Sale saw unprecedented promotions and offers from major international cosmetic
brands, while domestic cosmetics, represented by Perfect Diary and Florasis, only In order to
maintain brand loyalty and a sense of product value, domestic cosmetics brands such as
Perfect Diary and Florasis only carried out a small number of promotional activities. We
believe that Florasis could offer some special offers on several important holidays, such as
Valentine's Day, the 618 promotion, and the Double 11 promotion. After years of
development, the cosmetic industry has shifted from brand hegemony to the era of consumer
sovereignty, and the products have shifted from functional to emotional appeals (sohu, 2019).
At this stage, Florasis has limited funds and is not suitable to open too many offline physical
stores. We believe that Florasis can choose to open a few brand image stores in several
first-tier cities in China, selling only its own products and displaying concept products to be
launched in the future, so as to enhance its own image and meet the demands of loyal
consumers' experience.

7.3 Trade

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At the trade level, we chose three tactics, namely Channel Selection, Sales Force
Management and Community Operating.
7.3.1 Channel selection

At present, the sales channels of domestic cosmetics are mainly offline channels and
offline channels. Offline channels are divided into department store channels, Cosmetic shop
channels, Key Account channels, Shopping mall channels, OTC channels, professional line
channels, and direct sales channels. Online channels are mainly divided into traditional
e-commerce platforms (e.g. Taobao, Tmall, Jingdong), social e-commerce platforms (e.g.
DouYin, WeChat) and TV shopping platforms (Yuanda, 2020). Florasis can choose several
sales channels suitable for itself. In our opinion, Florasis online channels can choose Tmall,
DiuYin and small red book. Tmall, as a traditional e-commerce platform, has significant
advantages. As DouYin and small red book are social e-commerce platform emerging in
recent years, Bytedance is increasing resources investment in DouYin e-commerce. small red
book has developed into a trusted source of advice and references for other users and
like-minded people, and it has successfully created a thriving community of user
interaction/participation, real information sharing. As for the selection of offline channels,
Florasis can choose Shopping mall. Although COVID-19 has destroyed the advantage of
department stores in terms of people flow, it can still increase the advantage of brand contact
points. It is generally believed that the goods in Shopping mall are high-end and reliable.

7.3.2 Sales force management

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Florasis marketers are almost the company's live streamers and spontaneous sharing
users or consumers gathered on small Red books, as well as kols purchased by Florasis to
help Florasis influence consumers' purchasing decisions. In our opinion, Florasis
over-marketed in Small Red Books, and the marketing messages did not really reach the
target audience, and many irrelevant Internet celebrities' fans and Florasis did not coincide.
Based on this, we suggest that Florasis can increase the management of KOC and loyal users,
if they are college students, Florasis can focus on cultivating and communicating with them,
and hold regular offline activities so that marketing personnel of these college students can
help Florasis overcome communication barriers in the consumer market of 18-year-old
college students, so that sales can be hidden in invisible marketing (Zhao, 2015).

7.3.3 Community operating
In the past, brands have lost customers by not concentrating buyers and loyal users into

their communities. The traditional way to increase the contact point is TV advertising,
promotional activities and spontaneous sharing by users. The cost of potential consumers to
obtain brand information is high and the channels are limited. Now, the limit is being broken.
Public traffic can bring huge traffic to enterprises and continuously acquire new users.
However, companies that want to acquire users from Public Traffic usually have to pay a
significant cost. In Public Traffic, users are not in the hands of enterprises but in the hands of
platforms (Netease, 2022 ). However, private Traffic allows direct access to users at any time
and at any frequency, free of charge. It is precisely because private traffic is one's own, not
everyone's, that it is maliciously and repeatedly used. Private traffic solves the problem of

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acquiring customers and can reduce costs. We believe that Florasis can establish its own
wechat group and wechat public account to keep the data of consumers and loyal users in its
own hands, which facilitates precise marketing and reduces ineffective marketing. At the
same time, it can also reduce operating costs and reduce the aversion of various users on the
public Traffic platform to Florasis. In addition, Generation Z grew up in favorable economic
conditions and rich material life background, was surrounded by the Internet, instant
messaging, smart phones and other products. Therefore, they have independent thinking and
critical thinking, distinct personalities and pay more attention to consumer experience (Alpha,
2022). On the one hand, Florasis should create a perfect social shopping experience for
Generation Z, and make more exploration in enhancing their self-awareness and self-pleasing
consumption. On the other hand, Florasis should be ready to go online and explore how to
use communities for precision marketing.

8.0 The implementation timeline
To bring about new change, we plan to start this new strategy in the third quarter of 2022,

and the project will last for one year until the end of the second quarter of 2023. During this
period, there will be a Double 11 promotion, a Double 12 promotion, a New Year's Day
promotion, a New Year's Eve promotion, a Valentine's Day promotion, and the most
important event of 2023, the 618 event. We will check Florasis' sales and sales trends after
each promotion and make small adjustments in time.

In terms of media planning, we have decided to launch Florasis ads on multiple digital
platforms and a digital media placement strategy in the third quarter of 2022.

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Florasis Background of digital data Call to action Post engagement
Small red Date of establishment:n/a Video:Share product Each video or image has
Company category:Limited Liability Company information. 20-150 comments, 30
book Followers:196.5K Graphics context: collects, and 100 likes.
Notes:1412 Introduce products and
The average comments:23 share product photos

Dou Yin Date of establishment:n/a Sell goods through More than 2K people
Followers:8.5 million livestreaming. watch the live stream
Sina The total number of work:1240 Video:Share product simultaneously online
Weibo Number of works released in the last 30 information. every day.
days:129
WeChat Female fans:88.35% Graphics context: Lots of user comments and
Official 18-23 year old fans:8.22% Introduce products and likes
Account The three provinces with the largest number of share product photos.
subscribers: Gaugndong, Jiangsu,Henan A small number of fans
Date of establishment:n/a Graphics context: participated in the
Followers:358.6K Introduce products and interaction
Total number of tweets on Weibo:2444 share product photos.
Number of posts per month: no more than 30 Links to shop
Time of each micro-blog Posting: irregular
Active followers:259,724
Tweets:162
Average likes: 30

Fig.5:Social Media Communication Audit

platform target ad placements Content strategy time of duration
Small red book market/audience
Female ages 18 to Metro ads Users are instructed to share 08.27-09.07
22;University photos of their photography 2022
Students after using Florasis

Dou Yin Male and female who Video ads Carry out a video challenge 09.28-10.07
likes make-up activity about the big contrast 2022
between girls before and after
making up

Sina Weibo Young female who Splash ads Lead participation in Florasis 02.07-02.14
WeChat like to eat, drink and
dress brand co-branding topics 2023
Young people with
smart phones WeChat moments Launch the video about We 06.12-06.18
have the right of beauty at 18 2023

Fig.6:media plan timeline

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9.0 The projected results
One year after the implementation of the project, the consumer profile of Florasis has

increased significantly to 20% of the 18-22 age group, and the awareness of the Florasis
brand among the Generation Z group has increased significantly compared to last year. With
respect of patent portfolio, Florasis' patents are more on product formulas, which has changed
the embarrassing situation of having only appearance patents in the past. At the same time,
more attention was paid to the use of the law to defend their legal rights, and the fight against
plagiarists was intensified. As for brand image, it has changed the stereotypical perception of
consumers, who rate Florasis as more youthful, friendly, innovative, energetic, Chinese in
style and with a sense of corporate responsibility. As a result of comprehensive, precise and
integrated marketing communications over the past year, Florasis' repeat purchase rate has
also increased compared to the previous year, which has been the key to Florasis' growing
performance. Overall, we believe that Florasis has met its projections and has been a success.

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Appendix

Wechat official account Advertising

Appendix 1

Dou Yin Integrated planning

Appendix 2

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Weibo Advertising

Appendix 3

Florasis Co-branded With Canvas bag

Appendix 4

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Florasis Co-branded with animation

(This is the most popular animation in China)
Appendix 5

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Florasis Co-branded with bubble tea(called Chayan yuese)

(This is the freshest and best Bubble tea in China in recent years)
Appendix 6

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Florasis Outdoor advertising & Metre advertising

Appendix 7

Appendix 8

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Florasis Creative video materials
Link: https://youtu.be/GPs5lZNj0a4
Copywriting:

In China, all 18 year old girls are the same
Do not allowed to fall in love or wear short skirts
Even the hair has to be tied in a braid
Not to mention, wearing nice eye shadow and choosing a favourite lipstick
Students in school uniforms can be seen everywhere in the campus
"What's the point of dressing up, studying is the most important thing, when you get to university, you'll be
allowed to dress up"
Anyway, that's what parents and teachers say
Youth is only a few years, and the epidemic has accounted for three years
What girl doesn't want to see herself in a different light
Teenage, punk, romantic, fashionable
Don't care what others think of me, just do what i want to do
The right to be 18 years old
It starts with the freedom to wear make-up

Florasis Brand image store concept drawing

Appendix 9

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Data Visualization
We collected data of Taobao and DouYin from Fei Gua Data (DouYin), Ali Data Bank,

Business Staff and other third-party data platforms respectively, and used Jupyter Lab
software to visualize these data.

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