Analysis of New Media Marketing Strategies for Chinese Beauty Brand Proya

Amid radical shifts in the digital media ecosystem and the continued growth of China's beauty market new media marketing has turned into the most essential avenue of Chinese brands to trigger a growth breakthrough and establish a competitive base.This paper discusses Proya, which is a sample Chinese beauty brand, by exploring the implementation routes and the paths of optimization of its new media marketing strategy.The research examines the digital marketing status of Proya, its communication strategies, and effectiveness within the different new media platforms.The results show that the Proya developed a databased marketing closed loop focused on the components of "content seedinglive-stream conversion-private domain retention, which depicts high market flexibility.Nevertheless, as the brand expands at such a pace, it has structural issues such as vague positioning, harsh homogenization of the content, the inadequacy of user oriented operations and the absence of channels synergies.This paper attempts to offer some of the optimization solutions to these problems by proposing: tapping into local brand awareness to create understanding of the culture, streamlining the operations in the private domain to create fan affiliation and combining the multimedia channel initiatives through the perception of the user.The study, besides offering theoretical reference to the sustainable development of Proya concerning the new media environment, also gives a helpful perspective to other local beauty brands that aim to both polish their marketing skills and invest in viable innovations.