Perfect Diary’s secret to live streaming on Tik Tok!

Tik Tok has always been an important platform for marketing and promotion of domestic beauty brands.

According to the "2020 Douyin Beauty Live Streaming Report" released by Juleliang Suansu, the number of beauty live streaming users in May this year even exceeded the number of beauty short video users . It can be seen that Douyin's beauty live streaming sales are on the rise.

The National Day has just ended. From the CC data of Douyin's beauty brand store rankings in the past 30 days, Xiao C found that the top 5 sales rankings are mostly domestic beauty brand stores. Perfect Diary store has the largest number of related anchors, a total of 51 people , and the only foreign beauty brand on the list, Lancome, only invited the top anchor @呗呗兔to do promotion. This shows the difference between domestic beauty brands and foreign beauty brands.

Next, Xiao C will try to analyze the underlying logic of Perfect Diary’s selection of anchors and products based on the data of Perfect Diary stores in the past 30 days.

1. How to choose a live streamer

1. Give priority to selecting mid-level anchors with the same tone for promotion

International big names are mostly cautious and single-minded in their selection of anchors , and basically choose top anchors, such as @大狼狗郑建鹏&Yan Zhen couple, @貝貝兔, @朱瓜瓜, etc.

Perfect Diary adopts a mixed promotion strategy of a small number of celebrity anchors + a large number of mid-level anchors in vertical fields to capture the attention of target users, namely female users aged 18-23, in a more comprehensive way.

It can also be seen from the figure below that the number of Douyin anchors with fans in the range of 100,000-500,000 is the largest, accounting for 41%, followed by the range of 1 million-5 million, accounting for 24%.

On the one hand, Perfect Diary invited top celebrities such as @陈赫 and @王祖蓝to do live streaming to promote product awareness and brand influence, thereby increasing consumers’ trust in recommended items.

On the other hand, they will also invite a large number of beauty anchors with a fan base ranging from 100,000 to 500,000 or 100,000 to 500,000,000 , and insert sales of Perfect Diary products into the live broadcast, so that target consumers "cannot escape" Perfect Diary when watching the live broadcast , creating the effect that everyone is using it, thereby influencing their final consumption decisions.

2. Perfect Diary’s live streaming model is gradually maturing

In the past 30 days, the number of Douyin anchors who sold 1-5 products accounted for the highest proportion, reaching 73% , followed by anchors with 11-15 items and more than 21 items, accounting for 8%. Among them, there were 42 related products belonging to the brand official account @PERFECTDIARY , and 23 related products belonging to @夫夫先生 and @两英咸姨姨.

By checking the live broadcast records of the anchor, Xiao C discovered that @两英咸姨姨 did a 6-hour live broadcast of Perfect Diary on the evening of September 24 , with sales reaching 564,000. This is also the live broadcast with the highest number of sessions for this expert in recent times.

According to Xiao C's observation, in the past 30 days, many anchors including @朱瓜瓜, @道上都叫我赤木刚宪, @千松妮, @尚尚大秦, @刘宇and others have opened special live broadcasts of Perfect Diary, and the sales of the entire live broadcast were around 200,000.

The anchors selected by Perfect Diary usually focus on brand product specials for their live broadcasts. It can be seen that the cooperation model of brand special live broadcasts has gradually matured, and the anchors can also obtain more product discounts and benefits, which naturally makes it easier to impress consumers to consume.

3. The trend of Douyin live broadcast circle @朱瓜瓜 has the highest cumulative sales in the past 30 days

@朱瓜瓜, a recent trend in the Tik Tok live streaming circle, had the highest cumulative sales in the past 30 days, with sales reaching 608.1w.

This is also because @朱瓜瓜 opened a special event for Little Autine Perfect Diary on October 4th , and the products basically came from the Perfect Diary official flagship store and the Little Autine flagship store.

In addition to having its own logic in selecting anchors, what trends does Perfect Diary have in selecting products for live broadcasts?

2. How to choose hot products for live streaming

1. Lipstick, highlighter/shadow are the hot-selling items promoted by the store

Lipstick, highlighter/shadow, eye shadow, and makeup remover have been the hot-selling items in Perfect Diary stores in the past 30 days. These are also the types of star products that Perfect Diary has always promoted, and are also the types of products that target consumers are likely to buy.

2. More than 80% of the products are priced between 40 and 200 yuan

In Perfect Diary stores, more than 80% of the products are priced between 40 and 200 yuan, among which the products in the 100-200 yuan range account for the largest proportion, reaching 26%.

Compared with the Taobao page, the prices of goods in this range are obviously higher. It is speculated that they are doing limited-time flash sales during the live broadcast, using the countdown method to attract users to consume.

3. Perfect Diary's 12-color eyeshadow + 16-color eyeshadow become hot-selling products

The five products on the list were all sold by @朱瓜瓜 at the Little Autine Perfect Diary special event on October 4. Among them, the twelve-color eye shadow that matches the top-selling product is the Koi Palette that Perfect Diary promoted in June, not the new Jade Rabbit Palette that was released at the end of September.

Nowadays, domestic beauty products are being innovated at an increasingly faster pace, and the short video planting field is also booming. Competing for the emerging traffic of "Tik Tok Live" has become a consensus among major beauty companies.

Author: CC Data

Source: CC Data (ccsight)