Research on Cosmetics Consumer Behavior Analysis and Marketing Strategy Optimization on E-Commerce Platform “Xiaohongshu”

Based on consumer behavior, marketing strategies, and related theories, this article takes the “Xiaohongshu” e-commerce platform as the research object. Through questionnaire surveys, literature research, and data analytics, it studies the consumer behavior and marketing strategies of China’s cross-border e-commerce platforms, and proposes targeted improvement suggestions from product, price, service, and website visibility, to provide reference for the development of “Xiaohongshu” and other cross-border e-commerce platforms.