"Perfect Diary" brand marketing strategy

Even straight men may be familiar with the four words "Perfect Diary" .

During this period, after Zhou Xun, a talented Chinese actress, endorsed Perfect Diary, internationally renowned singer-songwriter Troye Sivan became the brand ambassador, and the news that its parent company Yatsen E-Commerce went to the United States to knock on the door of an IPO and would become the first Chinese beauty group to be listed on the U.S. stock market has been flooding the entire social media network...

During the 2019 Tmall Double Eleven Shopping Festival, Perfect Diary became the first domestic brand to top the Tmall cosmetics list in the 11 years since the establishment of Double Eleven. As of August 2020, the brand has more than 27 million fans across the entire network. After the first wave of Tmall Double Eleven was launched on November 1, Perfect Diary left behind international brands such as Armani, Lancome, Estee Lauder, etc. and rushed to the top of the list.

Perfect Diary has become the advanced routine of the "Light of Marketing" and is also regarded as a model in the marketing industry. In the past four years, platforms such as Xiaohongshu, Weibo, and Douyin have been promoting the product crazily, and Li Jiaqi's live broadcast room has frequently sold products.

This article will reveal the secret of why Perfect Diary has become so popular on the Internet and created a sales legend in the domestic beauty industry every year:

1. Accurate Target Group Positioning

Christy (one of the partners of Perfect Diary) once said: "The post-95s generation who pursue individuality are the main battlefield for brands."

Generation Z (people born between 1995 and 2009, also known as the Network Generation or the Internet Generation), who pursue fast consumption, prefer to choose the consumption model of online shopping and ordering; they pursue international brands, but they are expensive; before buying, they like to read various big V reviews on apps such as Xiaohongshu and Zhihu before "buying".

Perfect Diary sees these consumer characteristics as market opportunities and brand development opportunities. Accurately identify the brand's target group, leverage the characteristics of the consumer group, and position cosmetics with high cost-effectiveness.

2. The whole network is attracting traffic: tens of thousands of Internet celebrities have become Perfect Diary review check-in machines

Although Perfect Diary has been "favored" by bigwigs in the capital world since its establishment, it did not look for a number of big-name celebrities to endorse it from the beginning like other domestic cosmetics brands. Instead, it invited internet celebrities of all sizes on various platforms to engage in fan economy, with Xiaohongshu as the first drainage platform.

These KOLs of all sizes collaborate with Perfect Diary to recreate the basic content of the product, form their own content style, and drive their own fan circles to complete consumption.

When there are enough bloggers on the platform to conduct reviews and share, some ordinary users will be attracted to spontaneously purchase and post their orders.

3. Private Domain Traffic Increases Conversion and Repeat Purchases

For fast-moving consumer goods, retention and conversion need to be paid more attention. There are three main modes of growth in Perfect Diary’s private domain traffic.

The first type is a card that comes with an online product : after consumers place an order, they will find a "red envelope card" in the package, which includes a QR code and a scratch-off layer. By scratching the layer, they can get a special password and receive a 1-2 yuan red envelope.

The entire traffic generation process is as follows: customers follow Perfect Diary’s official public account by scanning the QR code, obtain the personal WeChat account in the automatic push message, and then fill in the special password through the mini program pushed by the personal account to obtain rewards.

The second is the offline store guidance model : first attract offline stores through some kind of benefits, and customers need to add "Xiao Wanzi" WeChat account to become friends before receiving the benefits after arriving at the store. Xiao Wanzi will send you an offline store community message 24 hours after your purchase, and rotate various welfare messages every day.

The third way is to attract traffic from the Tmall flagship store : after you place an order, Xiao Wanzi customer service will add you on WeChat, and then you will receive a group chat invitation uniformly named "Xiao Wanzi Play Beauty Research Institute".

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Author: Wang Da's Operation Notes

Source: Wang Da's Operation Notes