A Study of selling Thai cosmetic products to Chinese market through the Chinese online influencer

Abstract

There are more and more Internet users in China, and more and more people use the Internet and smartphones. With the growth of short video platform users, Chinese consumers have developed a strong interest in short video platforms. The Internet celebrity on those short video platforms have become an emerging economic force. This article will introduce the development history of Internet celebrity, and analyze the impact of the Internet celebrity economy on consumer attitudes during this period, and how to effectively combine it with E-commerce marketing, finally make some suggestions. In this paper, the research objects are the Chinese influencers who sell Thai products online, especially beauty products and their fans. Based on the theory of Internet celebrity economy, the "SICAS model," and the ABC consumption attitude theory, There are different influencing factors are constructed, on the basis of the existing research results, through face-to-face in-depth interviews, found four main influencing factors: (B) Characteristics of influencer, (C)product characteristics, (D) recommendation content, (E) fans ’follow. After the results of the pre-investigation appeared, the influence relationship was first corrected. Based on the above four factors, 12 factors were tested. Using SPSS21.0, the reliability and validity of the survey data were tested, and the empirical results were analyzed, which provided a reference for the development of Internet celebrity. The AHP analysis results of this study show that after watching the short videos, Chinese consumers tend to consider the uniqueness of Thai products when purchasing Thai products. And there are four influencing sub-factors: (B1) Great appearance, (D1) Content interesting and updated daily (E2) Trust from fans and (C1) low price, those sub-factors show that Chinese people prefer influencers with good looks and products with low price, In addition, other factors need to be considered. Finally, the conclusion of this paper is: Given the development trend of Internet celebrity, the construction of Internet celebrity IP, professional team operation, and intentional interaction can effectively improve user stickiness; it is recommended to take corresponding countermeasures, such as focusing on platforms.