Analysis of New Media Marketing Strategies for Chinese Beauty Brand Proya

DOI

10.2991/978-94-6239-801-6_111How to use a DOI?

Keywords

Proya; New Media Marketing; Chinese Beauty Brands; Private Domain Operations; Omnichannel Integration

Abstract

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 data-based marketing closed loop focused on the components of “content seeding -live-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.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yuqing Fan
PY  - 2026
DA  - 2026/10/23
TI  - Analysis of New Media Marketing Strategies for Chinese Beauty Brand Proya
BT  - Proceedings of the 2026 2nd International Conference on Financial Innovation and Marketing Management (FIMM 2026)
PB  - Atlantis Press
SP  - 1065
EP  - 1078
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-801-6_111
DO  - 10.2991/978-94-6239-801-6_111
ID  - Fan2026
ER  -