How can domestic brands market themselves out of the circle?

02 Use traditional festivals to carry out festival marketing activities

Nowadays, many brands like to use traditional festivals to carry out marketing activities. This is because my country's traditional festivals are diverse in form and rich in content. During traditional festivals, brands have more room to play. They can make full use of the significance of different festivals to carry out various theme promotion activities and use consumers' holiday consumption psychology to promote their products. Perfect Diary has done a great job in holiday marketing activities, which is worth learning from for other brands.

For example, during this year's Valentine's Day, Perfect Diary officially announced on Weibo the launch of a Valentine's Day exclusive gift box, and teamed up with JD.com to launch a large exclusive coupon of 100 yuan off for purchases over 199 yuan. At the same time, it also launched a Valentine's Day themed painting event on Weibo, randomly selecting products to give away from participants, which attracted a large wave of traffic and produced good publicity effects.

If a brand wants to continue to develop and advance, it must keep up with the trend of the times, be able to change with the situation, and always maintain its youthful vitality and brand characteristics. Perfect Diary has done this very well, which is why it has been noticed in just three years. It constantly breaks through itself and innovates.

In October 2018, Perfect Diary tried to collaborate with the British Museum for the first time and launched the Visionary 16-color eyeshadow palette. It is reported that this product was launched on the market for only half a month, and more than 100,000 units were sold out in the pre-sale of Double Eleven in 2018, with one unit sold every 11.5 seconds. This is enough to show the popularity of this product and the purchasing power of customers.

The British Museum, founded in 1753, is the world's oldest and largest comprehensive museum, famous for its extensive collection of ancient artifacts. The Majolica pottery plate is a masterpiece from the Renaissance period in the British Museum.

In the humanistic and artistic atmosphere at the time that advocated "breaking the constraints so that everyone can enjoy and express beauty", the glaze craftsmen pursued the concept of ultimate color and gloss, which was consistent with Perfect Diary's #BeautyWithoutLimits# and the ultimate pursuit of products. So, today’s #PerfectDiary×British Museum# collaboration came about. Cooperating with such a museum highlights Perfect Diary’s good brand heritage and humanistic atmosphere.

After tasting the benefits of collaboration, Perfect Diary subsequently launched joint collaborations with other brands, such as the Metropolitan Museum of Art, Discovery Channel, National Geographic China, director Shunji Iwai, and others. Similarly, once these co-branded products were launched, they attracted enthusiastic purchases from consumers, and everyone had one of Perfect Diary's co-branded products.

It is not difficult to find from Perfect Diary’s collaborations that Perfect Diary does not blindly choose popular stars, but seems to prefer cooperating with brands or figures with profound historical heritage and more literary and artistic style. This is consistent with Perfect Diary’s brand appeal of emphasizing product tone and pursuing texture.

Although choosing fast traffic can bring temporary popularity to the brand, it may not necessarily allow the brand to last long. Whether it is a joint venture or an endorsement, you must choose to cooperate with people or brands that are suitable for your brand positioning. Don't be too impatient. As the saying goes, you can't eat hot tofu in a hurry. Choose to explore high-depth cooperation that is suitable for the brand and let the brand maintain a good trend of upward development. Only in this way can a brand go long-term.

At the same time, Perfect Diary has also started collaborating with beauty bloggers on Weibo, who promote its products through methods such as color testing, product reviews, and sharing of good things. Through the down-to-earth sharing of these bloggers, consumers can increase their desire and determination to purchase products, thereby increasing product sales.