A detailed analysis of Perfect Diary’s social media sales pitch

Perfect Diary was founded in 2016, but it only opened its Tmall flagship store in 2017. Then, in just 8 months, the company achieved a nearly 50-fold increase in sales, surpassing domestic peers such as Meikangfendaihuaxizi and overtaking international brands such as L'Oreal. Perfect Diary’s rapid growth mainly comes from two major strategies: external KOL placement and building private domain traffic in the WeChat ecosystem.

When everyone was still not aware of the trend of private domain traffic, Perfect Diary had already entered the market and accumulated millions of private domain fans through hundreds of WeChat accounts. These accounts are uniformly created as "Xiao Wanzi" - your personal beauty consultant, and conversions are completed through WeChat Moments + community promotion, live streaming + mini programs.

A few days ago, my friend recommended Perfect Diary’s social network to me, saying it’s really good, so I immediately tried it out.

In today’s article, we will review the Perfect Diary community’s one-day operation timeline to see how Perfect Diary achieves transactions through the community.

01Community traffic

In the past, Perfect Diary’s private domain was mainly used to accumulate and serve old customers and increase their repurchase rate. This can be seen from the process:

First, users need to purchase Perfect Diary products. A "traffic card" will be included in the package, inviting users to follow the official account and receive benefits. After following, users will be guided to add Xiao Wanzi's WeChat, and Xiao Wanzi will invite them to join the group. Retain customers through three major channels: official accounts, personal accounts, and communities.

Now, Perfect Diary has also expanded its private traffic pool. Users do not need to purchase products to add Xiao Wanzi and enter the community, and complete the cultivation and conversion of new customers through personal IP + community.

1) Offline store traffic diversion

It is said that Perfect Diary plans to open 200 stores in 2020 and 600 stores in 2022. The 200th store opened as early as September 2020, and Perfect Diary completed its 2020 store opening target three months ahead of schedule.

The huge traffic of offline stores will naturally not be wasted. Physical stores guide customers to add employees' corporate WeChat from entering the store to paying, such as: cashier cards, posters placed at the store entrance. When the store is relatively idle, the staff will also actively invite passers-by at the door to add WeChat and give away beauty eggs.

2) Online package card

After purchasing a product on an e-commerce platform, a card will be included in the package, directing the customer to the private domain.

3) WeChat public account

When you follow a WeChat official account for the first time, a small program, a picture and a picture-text link will be pushed. After you identify the QR code in the picture, the landing page will guide you to add Xiao Wanzi and list the benefits and services you can enjoy after adding Xiao Wanzi, such as first-order benefits, lucky draws, communities...

In the official account menu bar, there are also multiple touchpoints to guide users to add Xiao Wanzi:

02 Community Sales Process

After a few days of experience, I found that the Perfect Diary community is operated by two official accounts, Xiao Wanzi and Xiao Wanzi Assistant. They post products, event information, and pictures and texts in the group every day. Every time relevant products are sent out, there will be several fixed accounts that actively interact immediately.

Products sold in the community are converted through the "Wanzi Xinxuan" mini program, and the entire process of planting grass and placing orders can be completed in the community. At the same time, in addition to selling Perfect Diary’s own products, Wanzi Xinxuan also sells some cross-industry brands, such as: Chow Tai Seng Jewelry, SKG Massagers, NetEase Yanxuan, etc.

Today, we will focus on Perfect Diary’s one-day social content and see how Perfect Diary conducts social media sales.

1) Warm-up period: Release activity information

Usually Xiao Wanzi or his assistant will spoil the next day's event information on the social network one day in advance to arouse the curiosity of customers:

At 8:45 the next morning, Xiao Wanzi announced today’s main product in the group and gave a live broadcast preview. The push method is in the form of 3 long pictures + mini program + copywriting.

Use long pictures to display products from multiple aspects to stimulate customers' desire to buy; at the same time, use mini programs directly to complete transactions and reduce customer resistance in the purchasing process.

2) Warm-up period: guide old customers to receive benefits

After Xiao Wanzi sent out the product and event information, a group member asked: "Can I still receive the benefits after filling in the information?"

Xiao Wanzi also responded immediately, informing customers through pictures, texts and mini programs how to collect points and gift coupons. At the same time, a usage threshold was set for gift coupons (available for purchases over 68 yuan). In addition, there are enthusiastic group members who tell everyone how to use the points and post their orders for redeeming prizes.

By asking questions and interacting with customers to enter the mini program to complete their information, customers can experience the mini program, which facilitates subsequent orders and helps companies obtain more customer information. On the other hand, gifts can be given to encourage customers to place orders.

Because the unit price of the products sold that day reached three digits, customers basically met the threshold for using gift coupons as long as they placed an order. In addition to the purchased products and gifts, they can also easily take away extra points and gifts, which is also an incentive for customers.

3) Comprehensive and in-depth promotion to enhance awareness

That morning, the group was very lively, with group members constantly interacting and discussing today's flash sale products. Rather than a discussion, it is more like an all-round promotion.

From the perspective of buyer shows:

From product material:

From the usage scenario :

Naturally introduce usage scenarios through question-and-answer dialogue.

Establish authority and build trust : further lower users’ psychological defenses through authority.

“All of them come with certificates and packaging.”

This combination of punches will boost users' motivation to place orders.

4) Price comparison, manufacturing value for money

The purchasing demand has been created, what is the final step to encourage users to place an order? It must be a very high cost-effectiveness!

"140 yuan cheaper than the official website promotion", and attached a screenshot of the price of the same product of a certain orange software. You see, with the introduction of many aspects of the product and the price comparison, the cost-effectiveness is immediately clear. Moreover, this enthusiastic netizen has thoughtfully calculated the savings of xx yuan, just to make customers intuitively feel the great value through numbers , and create a mentality of "this money is well spent!", thereby prompting customers to place an order immediately.

To be honest, it may not be credible for a seller to say that his product is of great value and cost-effective, but through consumers, the price-performance ratio will suddenly increase.

5) Create scarcity and promote conversion

Teacher Da Bing wrote in "Marketing Psychological Warfare" : We have to make customers feel the scarcity, so that people will feel the value of the product and be willing to pay for the scarce value. Ways to create scarcity include: limited time, limited quantity, limited conditions, etc.

Come and experience how Perfect Diary creates scarcity.

There are still 3 hours before the live broadcast starts. Xiaowanzi announced in the group that the purchase items are out of stock and reminded users to wait and grab them. “The bracelets and necklaces are sold out, wait and grab them”, “Because the discount is so good, the brand only gives a little bit of stock each time! You’ll earn money if you grab it!”

These words, especially when accompanied by various big red emoticons, invisibly create pressure and a sense of urgency for users.

6) Bandwagon effect

The bandwagon effect refers to the social psychological behavior of an individual who, under the influence of a group, is easily inclined to give up personal opinions and thoughts and remain consistent with everyone else.

Subconsciously, we often think, "Others do it this way, so if I do it this way, I won't make mistakes," or we think, "So many people have bought it this way, I'm too lazy to think, I have to buy it quickly too!"

In marketing, we can take advantage of customers' herd mentality, quickly build trust with them, and inspire them to follow suit and buy.

In social marketing, you can stimulate users' herd mentality by posting orders and reporting inventory in a timely manner .

7) Countdown to force order

When the product is officially on sale, you must create a sense of urgency through countdowns and inventory announcements in the community, stimulate customers' herd mentality and loss aversion, and encourage customers who are still on the sidelines to place orders immediately.

The entire process from seeding products to placing orders can be easily completed in the community.

In addition, Perfect Diary has these other routines for social media sales:

1) Make good combinations to increase the average order value

When making product recommendations, Xiao Wanzi will make good product combinations to help customers "place the order", reducing customer loss during the purchase process due to the complexity of placing an order and insufficient order size to get a discount, while also increasing the average order value.

2) Offer discounts strategically

There are promotions for different products in the community almost every day, and Perfect Diary is also very thoughtful when it comes to discounts.

Xiao Wanzi will not say that acne patches are 29.9/box and makeup remover oil is 39.9 per bottle. Instead, it will list detailed specifications, such as acne patches 75 pieces for 29.9, makeup remover oil 50ml for 39.9. By listing product specifications, it lowers consumers' price perception and creates great value.

The second item at 9.9 yuan is also Perfect Diary’s usual strategy. By charging 9.9 yuan for the second item, it can not only lower the average price of the goods, but also effectively satisfy customers’ desire to get a bargain. The second item is only 9.9, what else do you want? I bought more without realizing it.

3) Reduce purchase resistance

Whether it is social network sales or online or offline marketing, we use certain strategies to guide customers to complete their purchases step by step. The less resistance customers have in purchasing, the greater the chance of a deal.

Perfect Diary’s group buying activities will directly tell customers not to worry about not being able to form a group. As long as they place an order, they will definitely get it at the most favorable price. The system will automatically form a group, reducing customers’ purchasing resistance.

Summarize

When compiling and summarizing this article, we found that Perfect Diary’s social media sales processes and actions are not much different every day. The specific content of the release is adjusted according to the different products promoted each day, and the entire process has become very standardized.

Of course, community is only one part of Perfect Diary’s private domain, and its success in the private domain is by no means limited to community, but there are still many things worth learning and thinking about.

In daily operations, you need to plan the community's daily operations and content in advance and form your own SOP. What you need to do next is to execute and optimize continuously.