4000 words to analyze Perfect Diary's social media tactics

Recently, I was surfing the Internet and found a netizen saying that she spent more than 10,000 yuan in Perfect Diary ’s community?

What? Having spent more than 10,000 yuan, is Perfect Diary so ruthless in its social media operations ?

Out of professional instinct, I went to learn about Perfect Diary's private domain, and found that it had quietly entered the market long before everyone was aware of the private domain trend. In less than two years, its total sales exceeded 4 billion, a 50-fold increase. It not only surpassed its peers, but also surpassed international brands such as YSL and SK-2.

Image source: Growth Black Box

As for the social communities that drive people to shop like crazy, they are the focus of Perfect Diary’s private domain operations.

A colleague in the group said that once you enter the group, you can’t hide your wallet at all, because even though you know it’s a trap, you still can’t help but take the bait.

In this article, we will take a professional look at how Perfect Diary uses rhetoric to get people to open their wallets willingly...

Momentum: Create a relaxed community atmosphere

Different from communities with a strong sales style (advertisements are posted every day and there is almost no interaction among users in the group), "Chibi Maruko-chan Research Institute" is more like a friend group where everyone jokes with each other and creates a relaxed atmosphere.

How is this done?

After observation, I found that there are often a few fixed group members in the group who interact with Xiaowanzi (you know what I mean), and this kind of interaction usually occurs when new members join the group.

For example, when a new person joins the group, there will be a "regular group member" @小丸子, asking her to send a big red envelope to express her gratitude, and Xiao丸子 will send a "big red envelope" to interact...

This not only weakens the selling atmosphere, but also reduces users' vigilance, which helps users calm down.

Cultivation: rhythmically penetrate the user's mind

It is very important for community operation to bring users from the novice stage to the mature stage through rhythmic in-group push.

As a result, Perfect Diary’s community has formed a rhythm in which Chibi Maruko is responsible for strong output, “fixed group members” are responsible for infiltrating users and ultimately guiding users to place orders.

You ask me where these regular group members come from?

In addition, I found that although the products promoted in the group every day are different, their rhythm is similar.

1) Initially establish cognition: users gain goodwill through “real feedback”

The group leader Xiaowanzi will post discount links for the main products of the day every morning, and group members will often follow suit and give feedback on their "user experience".

For example, the main products released by Xiaomaruko a few days ago were cleansing mud mask and glacier water lotion.

Then, I found that a user commented in the group with "sincere feelings":

I received a new mud mask yesterday after filling out the questionnaire.

I tried it and it had a light tea fragrance.

Although it looks like toothpaste

But it doesn’t dry out the face, and I feel that some whiteheads are coming out, but the cleansing power is pretty good! !

Tsk tsk tsk, this is a rhetoric, please appreciate it:

First, they state their identity as users right from the start; second, they enhance their credibility by using statements that are close to ordinary users, such as "it smells like tea" and "it looks like toothpaste"; finally, they endorse the product from a user's perspective - "it doesn't dry out the skin and it has very good cleaning power."

In this way, users are given the first impression that the product is indeed useful.

The primacy effect tells us that although the first impression may not always be correct, it is the most vivid and solid. As long as the product leaves a good first impression on users, the possibility of users purchasing it will increase.

2) Continue to deepen understanding: use question-and-answer format to introduce other selling points

After guiding users to establish the perception that the product is "easy to use", Chibi Maruko will continue to introduce other selling points through interactions with "regular group members".

For example, when someone asked "Does the new mud mask have 60g more than the old one?", Xiaowanzi replied like this:

Yes baby, the new formula mud mask contains 20% more than the old one! ! The function is upgraded, and the quality is also upgraded! The initial price is 119.8 and it also comes with a facial mask brush, a portable mud mask and a mesh bag. Go for it!

You see, in this way, we can complete the interaction within the group, introduce other selling points (increase quantity and upgrade without price increase), and avoid excessive publicity that may cause user disgust.

In addition, someone asked Xiaomaruko whether the old green mud mask ingredients did not contain acne-removing ingredients such as salicylic acid, fruit acid and witch hazel? Can this mud mask be used by pregnant women?

Chibi Maruko answered all these questions one by one and provided purchase links.

Have you noticed that none of the questions they asked were “invalid questions”? Almost all of them were designed to bring out other selling points of the product (technological upgrades and safety without burden), and to further make users perceive the product as “high quality and low price”.

3) Daily science: Creating consumer demand

After users have a comprehensive understanding of the product, it is also necessary to create consumption demand for users, make them aware of the necessity of purchasing the product, and thus generate a strong desire to shop.

So, I found that every afternoon, Xiaomaruko was disseminating skin care knowledge in the group, and this knowledge was often closely related to the products recommended that day.

For example, if the recommended product for the day is mud mask, Xiaomaruko will share some science tips related to facial cleansing in the group in the afternoon.

Blackheads are formed when oil deposits are oxidized by air. Mud mask can mainly clean the oil on the skin and the dirt in the pores, allowing the pores to breathe freely! ! Keep your pores clean to prevent blackheads from forming.

If you insist on using mud mask to cleanse in the summer, your makeup will not get stuck.

These skin care tips not only create consumer demand for users, increase their purchasing desire and order rate, but also establish a professional image and enhance user trust.

In addition, these interactions under the small popular science also have profound meanings:

For example, some users will immediately ask:

I use facial cleanser every day, isn’t that clean enough? Why use mud mask?

Do I need to moisturize after applying the mud mask?

Did you notice that these “valid questions” appeared again, and they all hit the nail on the head?

On the one hand, Chibi Maruko further reinforced the necessity of using mud masks by answering the question "Why do you need to do mud mask cleansing when you wash your face every day"; on the other hand, the concept of "you need to moisturize after applying a facial mask" was also successfully linked to the recommended product of the day - the Glacier Water and Lotion Set.

4) Help with decision-making: "Thoughtfully" reveal discounts

In the last part of the daily group push, Xiaowanzi summarizes the good things of the day, provides a reference for users to place orders, and also reveals the preferential policies for the next day. The purpose of this is to let users have a clear idea, while also planting a hook in the user's mind.

For example, Xiaowanzi announced the following day’s promotions the night before 520:

For a single purchase of 149 or more, you will get a 15ml makeup remover + 1 makeup remover wipe. For a single purchase of 209 or more, you will get a makeup remover cream and a facial cleanser sample. For a single purchase of 279 or more, you will get a mobile phone holder, a makeup remover cream sample, a facial cleanser sample and 10 cotton wipes. For a single purchase of 399 or more, you will get a customized makeup case from Maru Home, cotton wipes and 2 essence masks.

In order to make it easier for users to place orders, some "enthusiastic group members" have already made clear arrangements for everyone in advance!

If you spend 399 tomorrow, you can get a free makeup box!

Mud mask 119.8 for two + glacier water lotion 149.9 for one set + ampoule 129.9 for five boxes = 399.6!

Just right!

You see, the first thing they say is “If you spend 399 tomorrow you can get a makeup box for free!” This emphasizes the most attractive item of the event – ​​the makeup box, and attracts users’ attention.

Secondly, they also help users calculate clearly how to add the most cost-effective items to the order. Not only are all these products useful, but the price is just over 399, not a dollar more or less.

In this way, users will instantly have the illusion that they have "made a profit", and their motivation to place an order will instantly increase!

Conversion: Lowering the threshold for users to place orders

Whether it is creating momentum or cultivating, the ultimate goal is to increase conversion, that is, to get users to consume as much as possible.

1) Create a hot-selling atmosphere through concreteness

I found that Chibi Maruko is particularly good at using sales pitch to make users feel that the product is a hot seller.

For pre-sale products, Xiaowanzi will say this in the group:

The product purchase volume has exceeded the inventory by 5 times! ! Be sure to grab the coupons first, grab them at 11am this morning!

Go ahead~ Ready to start grabbing ×× sets of boxes have the least quantity~ Now the purchase of sets of boxes has exceeded the inventory by about 10 times~

By comparing the numbers of added cart items and inventory, users can immediately feel how popular the product is, thus stimulating their "herd mentality."

In addition, for products whose promotions have ended, there will be "group members" who will constantly ask Xiaowanzi when the products will be restocked, creating an atmosphere that the product is not only hot-selling but also has a high repurchase rate, warming up and paving the way for the next event.

Ahhhhh! This is really useful. When will it be restocked? I want to stock up a few boxes!

When will the stock be restocked? ? ? To be honest, it’s not enough to stock up six boxes of this mask at a time…

2) Repeatedly emphasize the price to facilitate users to place orders

When it comes to introducing product prices, Chibi Maruko also has her own unique way.

First, when introducing discounts, they will not directly say how much discount the original price of the product is, but will use a price ladder to constantly surprise users and stimulate them to place orders:

Perfect Diary Explorer Eyeshadow Palette, original price 148, now the second one is only 1 yuan!

MaruZhiJia’s lightweight sunscreen, get 10 off when you buy 1, get 40 off when you buy 2!

This not only maximizes the discount strength of the event, but also increases the average order value of each user.

Secondly, when guiding users to place an order, Xiaomaruko will also list the price of each product and how many pieces they need to buy, so that users can see it clearly.

Finally, Xiaowanzi will repeatedly emphasize how to buy the most cost-effective:

4 Best Deals4 Best Deals! !

4 Best Deals4 Best Deals! !

The backstage products are all purchased in bulk at a minimum of 4 pieces! !

In this way, Maruko will often be posted several times in the group, which will minimize the user's order threshold and increase the transaction rate.

3) Create tension and induce impulse buying

With the hot-selling atmosphere and preferential prices, what Chibi Maruko needs to do is to induce users to place orders quickly.

First of all, at the beginning of the welfare activity, Chibi Maruko will reveal in the group: "Stock is running out! Those who haven't added the product to the cart should place the order first. If you can't use the coupon, you can get a refund later. Be quick or you'll miss out!!!" to create a sense of tension between supply and demand.

Secondly, during the event, in order to reduce users' hesitation time and stimulate them to place orders without thinking, Chibi Maruko will also update in real time which colors or categories have been sold out, so users can only hope to refresh and pick up bargains.

It is worth noting that every sentence of his is accompanied by a striking red exclamation mark, which stimulates the user's adrenaline from time to time.

Finally, before the event is about to end, Chibi Maruko will count down for 1 hour, 30 minutes, 10 minutes... In each time period, she will emphasize that there are still xxx items in stock, but the remaining stock is less than xxx, and they will not be replenished if they are sold out.

In this way, users can be guided to directly place orders for available products, lowering the purchase threshold; the sense of tension can also be enhanced, stimulating users' impulse purchases.

Conclusion

After reading so much, we can summarize Perfect Diary’s social operations:

Of course, Perfect Diary’s huge success is not just due to the social network. Its forward-looking actions and early entry timing are difficult to be fully replicated by a second company.

However, Perfect Diary’s investment and operations in the private domain are still worth learning from.

After all, as the private economy becomes increasingly popular, no one can predict who will be the next "Perfect Diary" to build a 4 billion beauty empire...