互联网+时代下“花西子”品牌营销策略分析
Analysis of “Florasis” Brand Marketing Strategy in the Internet+ Era

“花西子”作为新晋国产彩妆品牌，仅用短短2~3年时间就突破了10亿元的年销售额阈值，2020年销售额更是达到了40亿+，其背后的品牌营销策略值得分析学习。本文分别从产品策略、价格策略、渠道策略、促销策略四个方面分析了花西子的营销活动，进而总结其先进经验，为国产美妆品牌发展提出了切实可行的几点建议，以助其在此竞争激烈的赛道上异军突起。
As a new domestic cosmetics brand, “Florasis” broke through the annual sales threshold of 1 billion Yuan in just 2~3 years, and the sales reached more than 4 billion Yuan in 2020. The brand market-ing strategy behind it is worth analyzing and learning. This paper analyzes Florasis’s marketing activities from four aspects: product strategy, price strategy, channel strategy and promotion strategy, then, summarizes its advanced experience, and puts forward some practical suggestions for the development of domestic beauty brands, so as to help them emerge on this highly competitive track.