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Based on the conceptual design of seismic resistance in buildings, this study aims to put forward a new construction structure energy-saving block structure with invisible multiribbed frame.

The structure is composed of energy-saving block wall panels with invisible multiribbed frames, lightweight partition wall plates and cast-in-place reinforced concrete floor slabs. The structure design is simple and the construction is convenient and fast. The comprehensive economic index of the structure is better than that of brick-and-concrete composite construction. The self-weight of the energy-saving blocks that make up the wall is only about 25% of that of solid clay bricks. The thermal insulation and energy-saving effects of the structure can meet the national energy-saving requirements of buildings.

This new structure meets the requirements of national technology and economy, wall deformation, thermal insulation and energy-saving, and can be used mainly for multistory and mid- to high-rise residential buildings. For the core components of the new structure energy-saving block and invisible multiribbed frame composite wall, as the axial compression ratio increases in the test parameters range, the peak bearing capacity and ductility of the wall increase and the initial stiffness of the wall decreases. The axial compression ratio has a significant effect on the energy dissipation capacity of the wall. The displacement ductility coefficients ν are all greater than 2, indicating the optimal seismic performance of the wall.

This structure is a new, economical, lightweight, energy-saving, seismic resistant, multistory and mid- to high-rise structure that fully conforms to national conditions.

This case study is designed to enable students to understand the reasons behind the launch of a beauty brand grounded on traditions and culture, understand the strategies adopted by Florasis to establish its presence in the C-beauty space and emerge successful, analyze the positioning of a C-beauty brand in a highly competitive beauty market, identify the issues and challenges faced by a C-beauty brand in its efforts to disrupt the C-beauty space and suggest strategies that Florasis can adopt to emerge as a market leader in the global beauty industry.

Set in 2021, the case study discusses about the emerging C-beauty brand Florasis innovative strategies to promote the brand. Florasis was founded in 2017 with a vision to become a century old national makeup brand of China. Florasis was successful in getting on board a story-telling experience that featured traditional Chinese culture, aesthetics and heritage. It sold cosmetic products with retro packaging, concepts derived from traditional Chinese style, promoting a sense of national pride and nostalgia. The case study highlights the innovative strategies Florasis adopted like influencer marketing through key opinion leaders and key opinion customers, celebrity endorsements, user co-creation programs, social content and network marketing, brand crossovers and collaborations, etc. In April 2021, Florasis became the No. 1 cosmetic company in China with a gross merchandise value of 218m yuan and further the total sales for second quarter of 2021 reached 830m yuan, endorsing its supremacy over other global and local beauty brands in China. However, with success came along a set of challenges. Some analysts pointed that the brand was slow in innovating its product line-up, it focused more on promotions and advertisements and the brand positioning with a single sales channel, the cost performance and quality of the products and excessive marketing campaigns targeting a niche segment. Going forward, what should Florasis do to conquer the global beauty space? Can Florasis aspire to become a digitally empowered global beauty brand? Has it got the momentum? Will its direct-to-consumer model and unprecedented marketing and promotion gimmicks, help it achieve the lead in the global beauty space?

This case study is suitable for students of the graduate and undergraduate programs in management.

Teaching notes are available for educators only.

CSS 8: Marketing.