Local Brands Use Traditional Ethnic Culture to Shape Consumer Stickiness: Taking Huaxizi Brand as an Example

Abstract

In modern society, domestic consumption is constantly upgrading. After experiencing the climax of the development of foreign culture, national cultural self-confidence begins to awaken, and "national tide fever" comes into being. In this social environment, research on how major domestic beauty brands stand out in the tide of the "national trend". This article takes the domestic beauty brand Huaxizi as the research object and uses literature analysis to identify the main reasons for the success of Huaxizi brand. Huaxizi's brand's reference to traditional culture is not a mechanical collaboration. It simply replicates traditional culture and deeply explores the excellent traditional culture that gradually disappears from the public's perspective. Then, starting from the nature and function of its own products, using modern craftsmanship and production technology, it cleverly integrates traditional culture into its own products and creates its own cultural symbol. Hua Xizi chose a brand recommendation officer in marketing, launched brand songs, and created unique Chinese style makeup. Through various cross-border marketing, she ultimately became a leader in the domestic beauty industry. Huaxizi has not formed its own user pool, and its sales methods are only limited to online sales. In order to achieve greater benefits, it is recommended to create its own exclusive app, establish a physical portal, and choose a marketing method closer to traditional culture.