Analysis of Online and Offline Marketing Approaches in the Beauty Industry

Abstract

With the penetration of digital technology and changes in consumption patterns, the marketing direction of the beauty industry is transforming to the integration of online and offline omni-channel. This study focuses on the change of marketing mode in the beauty industry in the context of digital economy, with the purpose of exploring the status quo, problems, and optimisation paths of online and offline omni-channel marketing. Through the analysis, it is found that the main selection factors of customers in different marketing channels of online shopping platforms, live broadcasting rooms, and offline shops are the sense of shopping ceremony, service experience, discount strength, shopping gifts, and consumption atmosphere. Meanwhile, this paper combines some brand cases to sort out online and offline marketing methods such as social media e-commerce, platform flagship shops, traditional counters, and membership activities. Based on the questionnaire data, it reveals the dominant position of online channels, the value of offline experience, the consumption preference of young groups, the importance of consumer atmosphere, the importance of discounts and other characteristics. Aiming at the problems of "high marketing cost" and "the decrease of offline turnover leads to the decrease of counters", this study puts forward strategies of strengthening offline experience, optimising online precision marketing and deepening omni-channel linkage, which provide practical reference for beauty enterprises to balance the online and offline resources and enhance the marketing effectiveness. The study provides a practical reference for beauty enterprises to balance online and offline resources and improve marketing effectiveness.