After the “China-Chic”: The Circle Marketing Model of China’s Domestic Makeup Brands - Flower Knows

With the popularity of the “China-Chic”, Chinese people’s acceptance of domestic brands has increased. Many Chinese makeup brands have also attracted a large number of consumers through their own unique marketing and communication strategies, but Chinese cosmetics brands are still under the great competitive pressure of their counterparts at home and abroad. How to stand out from many brands is a difficult problem for the survival and development of Chinese brands. This paper selects the Chinese niche makeup brand Flower Knows as the main research object, through the case study process tracking method, the communication and marketing strategy of Chinese cosmetics brands was explored. Through the analysis of the brand marketing strategy known by Flower Knows, it was found that Flower Knows has gone viral from a niche makeup brand to a popular makeup brand in the two-dimensional circle with its unique circle marketing. The circle marketing strategy relies on personalized positioning, subdividing professional products, and improving the brand’s sales efficiency and brand loyalty, which helps to accelerate the popularity of the brand. At the same time, the circle marketing strategy also has certain limitations. Including data complexity, potential market neglect, changes in the market environment, and high competitive pressure at the circle. Flower Knows uses the brand strategy of circle marketing to successfully break the circle, which is of great guiding significance for solving and breaking through the survival and development problems of Chinese cosmetics brands in the context of the “China-Chic”.