How Do Wechat Affect Consumer Purchasing Behaviour On Beauty Products

Since the Bulletin Board System there has been hundreds, and counting, of social networks created: most notably Twitter, Facebook, Kik, Snapchat, and Instagram. Today there are just over 3 billion active Internet users (45% of the world’s internet users), 2.1 billion of those people have social media accounts (Jeffbullas.com). People use social media for many numerous reasons. Most use social media to stay close to relatives and maintain social ties. Some of people’s most essential daily needs are accounted for by social media: whether it be interacting with friends or coworkers, following politics, or following the latest fashion trend set by the Kardashian

When marketing their brand Yue Sai should keep in mind that China is not one single unified market, but is actually divided into many individual sub markets. The tastes of people are different according to the regions they live in. Yue Sai must acknowledge these regional differences in order to cater to all the markets. The more remote, smaller regions that have less access to beauty brands could be a huge potential market for Yue Sai to capitalize on. The second and third tier cities are growing at a faster rate than the overall growth in China and are predicted to continue this positive growth in the future (Koehler, 2013).

“In our generation, internet users are connecting with family, friends and meet people using social media app/websites.

Luxury is uniqueness, attitude and ethnicity. Internet is purely a medium of communication for Luxury brands. The industry has been showing less dedication towards integrating complex technologies and its associated interactive and digital tools in marketing and overall commerce strategies. There is also a push to be present on the internet to evolve consumer needs and expectations. The initiation of internet as a universal supply channel provided an unparalleled medium by which to boost brand awareness and recover market share. This proposal provides an outline for exploratory research in sustaining the luxury brands online. The study overlaps research findings on internet marketing and consumer behavior for luxury brands.

Social media has taken over the world. Many people use social media accounts to communicate with family and friends. Social media has grown popular each year, as each year comes around social media upgrades and get even better. Have you ever thought how people used to communicate back in the days? We wouldn’t know because we could just communicate through social media accounts such as Facebook, Twitter and more fancy accounts. Bruce Schneier is the author of “The Internet is a surveillance state”. Many people will tell you that they use social media every day to make their day better. If some people don’t have access to social media, they could have a bad day. That just shows how people use the internet daily.

When consumers are buying makeup they want to know the value of the product. A consumer knows that when buying a product from a drugstore it is cheaper so this way all the products are each under twenty dollars. However , they might be cheaper but the fragrance might not always smell the best. Not only is the fragrance not the best, but the packaging is not always pretty. On the contrary, consumers also know that buying from a higher end brand and store the prices are dramatically higher but know it is worth it. Unlike drugstore makeup, the fragrance and packaging smell and look elegant. For people who love makeup, most agree that paying for “luxury beauty items” are willing to pay extra money because they know it’ll be worth it .Due to this obvious fact, most of the consumers do not care for how much it is as long as they know the value of the product is very high in satisfaction, they will invest in the product.

Online communication has become a very popular trend in recent years due to advancements in technology. These days almost everyone uses some form of social networking to post photos, search job opportunities, share information or keep in touch with their family and friends. Social networking sites such as Facebook, Twitter, and Instagram are very easy to navigate and allow users to communicate with each another in real time from virtually anywhere in the world.

Technology advancements have recently been on a hasty rise. Similarly, the developments and influence of social media have also been rapidly progressing. Social media is described by Martin and Cazarré (2016) as ‘any communication platform, used by Internet-based technologies and for any hardware platforms that enable their users to exchange information at any given time and place’. Some of the most

Consumers consider price, brand, time of delivery, and the quality of the product in making choices on which products to use in the market place, hence the reason it is important to focus on fulfilling the elements in marketing products to consumers. In moving a product from the American market to the Chinese market, similar considerations are necessary since similarities and differences exists in the response of consumers on the use of different marketing mix tools in promoting products in the two countries. Due to the complexity in marketing luxury products in China, it is advisable for marketers to analyze the market in China in order to identify the critical elements for consideration in marketing prior to introducing the commodity

In the world we live in today, people have the opportunity to interact with one another due to the advancement in technology. For many years people relied on the traditional ways of communications, for example pay phones, send letters, a house phone, in person and they even used web cam’s. Presently, people rely on modern day methods of communication such as sending text messages, emails or even messaging via social. The development of the internet has made it so much easier for people to communicate that Social Media has become the place where people interact more than ever in a mere second.

“The Estée Lauder brand has recorded a whopping 40 percent growth in China in the fourth quarter of the 2017 fiscal year,” which was accomplished due to their ability to identify foreign consumer needs and consequently fulfilling them.[28] In order to fulfill foreign consumer needs, they delved into research and development to innovate appealing products for consumers. Additionally, Estée Lauder hired influential celebrities like Yang Mi to increase their relevance in China. Estée Lauder used this marketing technique to leverage “local celebrities [...] who have huge fan bases and influence among this demographic, to be its brand ambassadors.”[28] Yang Mi’s endorsement introduced younger consumers (who are also her followers) to Estée Lauder’s products. In addition to marketing, Estée Lauder featured its products through “its comprehensive online sales channels, including Tmall

The results are interesting. For those frequent luxury brands buyers, they got information from every possible resource, including office websites, notifications from the stores, online advertisements, emails, Magazines, texts, social medias as well as word-of-mouths. However, the rest of type of respondents for purchasing luxury branding goods online rarely, is only fed new information

A good labeled with luxury brand, of which is also known as superior brand, opposites to those goods labeled for everyday purpose. And in the meanwhile, it is always associated with fashion factor, as a common sense, when people talk about luxury goods. Apparently, luxury brand is treated as a social indicator in some extends since it becomes one of the most important symbols for social status and life style in worldwide nowadays. In the meanwhile, online shopping continues to a robust growth, with a result of online retail sales contributing to 4.9% of total sales in the first quarter of year 2012, under the phenomena of economic crisis(Bureau, 2012). However, if luxury brand performs a good show for online shopping adoption, especially in China. It is known to us that after year 1978 for the Chinese economic reform, China has occurred an explosive economic increase, having a total number population of 13 million people. With a better life standard, Chinese people are hard to get contented by daily necessities. Instead, they want to show off their social status to some extent with spare money. Therefore, luxury branding goods are one of their choice. Also, it is meaningful to get insights from Chinese local people to better understand their online behaviors towards luxury branding goods, as China is a growing market for international business(Brennan and Wilson, 2012).

The age is firstly included. Though the target respondents are Chinese young consumers, the researcher still want to have a further look at the difference between different age intervals of the young group. The gender is expected to be recorded because male consumers may have different attitudes towards luxury digital branding with female consumers. Also, the region of living is included since the economy conditions as well as the engagement of digital technologies are different in cities of different tiers. In addition, the education level will be specified the five general degree which are high school, college degree, Bachelor’s, Master, and Doctoral degree, which may affect their understanding in digital branding. Finally, the frequency of luxury consumption is included as one of the measurements of consumers’ involvement in digital fashion branding.

Nowadays social network is more and more popular around the world, especially lots of successful applications come up, such as FaceBook, Instagram and Twitter. People spend amount of time surfing on website or using mobile application. Social networks make us communicate with others conveniently. We can’t image that if we live without social networks. With the development of social network, the styles of life have changed. Lots of people post their information on the website, they also show their locations via social network to tell their friends where they are. The rapid increase in participation in very recent years produces