Study on the Campus O2O Business Model: “Meishi Meike” Anxin Beauty

The rapid development of the Internet and e-commerce has promoted the widespread application of the O2O (Online to Offline) business model in various fields. The campus market, as a special market with enormous consumption potential, has seen the beauty industry grow rapidly within it. College students’ demand for beauty products is increasing, as they not only pursue the practicality of products but also value the shopping experience and product quality. “Mei Shi Mei Ke” Trusted Beauty aims to build a campus O2O beauty mini-program service platform, themed “Inheriting Traditional Chinese Medicine Culture, Creating a New Fashion of Beauty.” By integrating online and offline channels—purchasing products online and providing offline customized services—it offers college students convenient and high-quality beauty products and services. This paper, through an in-depth study of “Mei Shi Mei Ke’s” O2O business model, proposes strategies such as strengthening marketing and brand building, enhancing consumers’ awareness and acceptance of Chinese medicine beauty products, with the aim of further promoting the development of the Chinese medicine beauty industry. Additionally, it seeks to explore the development path of the campus beauty market and provide references for the adoption of O2O business models in beauty and other industries within the campus market, thereby promoting the healthy development of the campus O2O model.