"Perfect Diary" community operation method!

From January to December 2019, Perfect Diary ’s cosmetics sales on Alibaba’s e-commerce platforms, Taobao/Tmall, reached over 2.3 billion. How did this young domestic brand manage to empty your wallet through social media?

1. Perfect Diary Background

Is Perfect Diary a Chinese product?

When it comes to “easy-to-use and cheap” domestic products, HPF is the one that comes to skincare, and Perfect Diary is the one that comes to makeup. The marketing methods of these two brands are really keeping up with the trend of the times...they have been promoted to pieces by KOLs, okay?

Perfect Diary was founded in 2016. It is a brand of Guangzhou Yatsen E-Commerce Co., Ltd. "Perfect Diary/Perfect Diary Cosmetics" was founded in 2016. The brand founder from Harvard University and the British fashion designer met in London. With their keen sense of business and fashion, they hoped to have the opportunity to bring European and American cosmetics back to Asia and make a breakthrough in visual image creation.

In 2016, the brand founder from Harvard University and a British fashion designer met in London, hoping to have the opportunity to bring European and American makeup trends back to Asia and make a breakthrough in visual image. Perfect Diary draws inspiration from the catwalk, extracts elements and colors from fashion week, and provides makeup products and beauty solutions for young women.

Perfect Diary’s brand concept: The brand meaning of Perfect Diary is Unlimited beauty, beauty has no limits.

Perfect Diary’s brand philosophy advocates that the younger generation should not be bound by external labels, but instead strive to break through themselves, actively explore more possibilities in life, and meet a better self.

Perfect Diary’s sales performance in 2019:

Data from ECdataway, a strategic partner of China Beauty Network Data Center, show that on Alibaba's e-commerce platforms from January to December 2019, Perfect Diary had the largest sales of cosmetics on Taobao/Tmall with more than 2.3 billion yuan, followed by Huaxizi with more than 1.22 billion yuan. Offline cosmetics giant Carisla ranked third with more than 870 million yuan.

Looking at the data from JD.com platforms, Perfect Diary still ranked first in sales in 2019, with sales exceeding 370 million yuan; followed by KISS ME, with sales exceeding 240 million yuan; and FASHION BRAND only joined JD.com this year.

2. Full Case of Private Domain Traffic Operation

1. WeChat ID positioning

The role of personal WeChat accounts + personal account mentions of new corporate WeChat accounts.

2. Personal account four-piece set

(1) Nickname: Naming formula = brand name + specific character image

The word "Perfect" is taken from "Perfect Diary", which has the same pronunciation as Chibi Maruko-chan. The WeChat nickname is a free brand advertisement. An anthropomorphic WeChat nickname is simple and easy to remember, and makes people easily think of the cartoon character "Chibi Maruko-chan".

Sort out a name structure that creates an anthropomorphic company: brand name + homophonic character image = brand WeChat account nickname. For example: Alibaba’s personal brand account can actually be named Xiaolizi, Haha. The character and brand are instantly created into a very three-dimensional form.

(2) Avatar: Accurate portrait of target consumers

I think the avatar design of “Xiaowan”, the shopping guide account of Perfect Diary, is based on the same type of people as the user portrait.

When using the Internet to manage customer relationships, the most important thing is to give customers an image of a real person, which can deepen trust and the warmth of the WeChat account. Images such as celebrity portraits, animals, landscapes, and cartoons have very poor effects and cannot deepen the user's impression.

(3) Personalized signature: close to the common language of users

Xiao Wanzi: An unknown funny guy. If you don't put on makeup, you will die.

Perfect Diary’s personal account strategy is very direct. It does not engage in brand marketing, but chooses an anthropomorphic approach to set up its own private domain account. Here is Perfect Diary’s corporate vision: to develop a series of “high-quality, finely designed” fashion cosmetics products to realize young women’s desire to “enjoy colors, enjoy life”.

Brand concept: Perfect Diary’s brand concept advocates that the younger generation should not be bound by external labels, but should strive to break through themselves, actively explore more possibilities in life, and meet a better self.

Perfect Diary wants to do cosmetics business for the younger generation, and both the name and the signature are very close to their target user group.

The target users should be the new young generation of women born after 1998, so we chose this kind of signature and use their language! Just like Uncle Wen, he is completely unable to understand the true meaning of this signature. Different times have different common languages!

2.4 Moments background: real people appear in the photos, which represents the brand concept of "enjoy colors, enjoy life"

We use WeChat to do business. The WeChat account is our store, the Moments is our shelf, and the Moments is our storefront.

The first thing people see when viewing other people’s Moments is the Moments cover. The core of the element structure of this picture is still committed to creating a real person. The elements are women, beaches, breeze, and refinement. This is different from the WeChat accounts of organizations like Ping An, which start with photos of people in suits trying to create an expert image!

3. WeChat account functionality: What can Xiao Wanzi accomplish?

1. Redeem coupons;
2. Private domain traffic pulls groups;
3. Chat with humans online and place orders.

User experience summary: I won’t go into detail about the functionality of the WeChat account. Let me summarize the entire process of getting along with “Xiao Wanzi”. It was very warm and made me feel that the person on the other side was a real person, without any mechanical and repetitive routines.

Warmth is a very important part. A warm personality will have a higher conversion rate. People have become immune to crude advertisements.

However, the warm and real-life personality did not last long. Probably from the third day, Xiao Wanzi started bombarding me with all kinds of flash groups, live broadcast promotions, and other forms of advertising, and my user experience quickly declined.

Maybe it’s because I’m not his target user, so losing me, a user who has no purchasing behavior, doesn’t matter much!

3. Summary of Perfect Diary’s Community Gameplay

The basic structure of the community, how to play within the community, how to guide new customers within the community, community tips, how to play with flash groups, and how to play with the community + WeChat account interaction.

3.1 Group name, group rules, group type, group positioning, and group purpose

(1) Group name: AEKBA

(2) Group Rules:

Welcome new babies to join the group. I am [Xiao Wanzi] and will give you some advice from time to time:

Beauty tutorial shop ① yuan welfare new product release babies, change the group note to WeChat name + skin type!

Note: Advertising, voting and canvassing are prohibited in the group.

(3) Group type: Perfect Diary sales coupon group

(4) About group positioning: people, goods, and places

Here I will focus on group positioning. When doing group positioning, it is necessary to clearly come up with the positioning scope. The three elements of group positioning are people, goods, and places. The following is my understanding of people, goods, and places!

• Understanding of people: people, groups of people, user portraits, what kind of people;
• Understanding of goods: products, core technologies, and problem-solving solutions;
• Understanding of the field: community content, community atmosphere, community activities, everything revolves around the output of the community.

The people, goods and place in social e-commerce that we are discussing now and the people, goods and place in the community that we are discussing now are actually two concepts. The people, goods and place in social e-commerce are more considered from the perspective of centralized platform thinking, while the people, goods and place in the community are considered based on individual thinking. To give the simplest example, social e-commerce is company entrepreneurship, and the community is individual entrepreneurship.

We must first grasp the positioning of the group and do a good job of positioning our own group. We need to have a detailed plan on what role this group needs to assume, what problems it needs to solve for users, and what kind of community we want to create.

(5) Group purpose: What kind of result does this group need?

The purpose of designing a group is that you need to prepare yourself in advance for the monetization path of this community. After the group is established and operated for a period of time, what do you want to gain and how to monetize it?

For example, the purpose of a takeaway group is that customers can place orders in the group. What is the purpose of community group buying groups? Customers can shop through mini programs and have the goods delivered to their doorsteps. What is the purpose of real estate selling groups? It is not just about cloud house viewing, but more about allowing customers to complete the payment of deposits online.

The design principle of group purpose is customer - community - purpose (monetization). How to achieve your initial purpose is a North Star indicator that guides you to ensure that your purpose is correct during the operation process.

Instead of operating for a period of time and then realizing that the nature of the group has changed, some people originally set up a takeout ordering group, but later turned it into a red envelope grabbing group. The fundamental problem is that they have not designed any monetization channels and routes for users at all.

3.2 Group staffing: What kind of people does a community need?

I have thought a lot about this part, and originally wanted to explain it to you in detail, but I have talked about similar content before, so I will not explain it in detail here. Let’s talk about what kind of people can build a good community!

A person who is willing to chat online and willing to sacrifice his or her personal time to chat with customers is the most suitable person to be part of a community, because the essence of a community is a chat room. Being able to chat is the key, and chatting well is the secret to the longevity of a community!

Stage summary: Is it useful to study Perfect Diary’s community name, group rules, positioning, and purpose? In fact, they are useless. They are only for reference but not for practice. As an operator, you need to understand the meaning behind them. Everyone just needs to understand the meaning here and cultivate their own thinking mode of the community. Because you can also do what they do. When you understand the purpose of the group, the people and goods in the group, and combine it with your own project to create a community, it will be like unity of knowledge and action!

3.3 How does the Perfect Diary flash mob group work?

A flash mob group is a kind of surprise activity in terms of operation. It can quickly attract people, carry out activities, and disband on the same day after the activity is completed. The entire operation process does not exceed 4 hours. Quickly create a group and quickly achieve the goals of both parties BC, with B selling goods and C grabbing discounts, and finally disband.

Next, let’s take a look at how Perfect Diary’s flash mob group is done. This part should be combined with the group method we mentioned above!

Group name: Fatty White event starts - ends and the group is disbanded

Group rules: No/no advertising, etc.

Group type: Sales group

Group positioning: Flash live broadcast group

Group purpose: To guide users to watch the live broadcast on time and shop through live broadcast

4. What is the SOP for operating a flash community?

Invite users to join the group: send private messages to users - users see the group link - enter the flash group - the group owner announces the time of the sale tonight about 3 hours in advance - tags everyone in the group on time - customers enter the mini program to buy - after the sale is over, guide customers to watch the live broadcast - customers make a second purchase on the day by entering the live broadcast room!

The focus of the flash mob is the fluidity of the script.

Script, script, script. I have repeatedly emphasized the importance of scripts. Script = SOP process. With a script, your flash mob can be very successful because it is not difficult. The execution is not difficult, but the difficulty lies in the design. How to design this process to be very simple and simplify things!

There are two important cores behind the success of Perfect Diary’s flash mob group, which can be considered the driving cores: the first is simplicity, with simple processes and activities. The second type of repurchase is to take over the live broadcast repurchase and occupy the customer’s second half of the night time. Commonly known as shopping without changing places, having fun until the late night!

Core: Simple, extremely simple community operation process. During the process, no unnecessary activities or unnecessary promotions are carried out. It only reminds customers three hours in advance to rush to buy at 6-7 pm. At 6-7 pm on time, the customer is notified and the mini program is sent, and the customer can rush to buy.

Core: Live broadcast repurchase, live broadcast repurchase is a clever link! The principle of flash groups is to seize customers' fragmented time through ultra-short-term operations, strive for customers' attention for a certain hour on WeChat, and increase sales opportunities. At this point, your customers have actually evolved into short-term active users after the purchase. The live broadcast method can transfer the traffic to the live broadcast room, thereby tapping into greater sales opportunities and emptying your wallet !

5. How Perfect Diary Emptys Your Wallet

To achieve the ultimate new order activities:

There are countless free gifts for new customers who place orders in the WeChat mall, trial gift packs for star products in the community, promotions with 50% off or more for orders, and all kinds of other free gifts and discounts for new customers who place orders. I won’t show you screenshots of them one by one here. Since I am a male fan, I don’t have any post-shopping experience to share with you!

But I can clearly say that I am tempted and I want to buy it! why?

Because they have so many new activities, and they are so awesome that I always feel like I will lose out if I don’t buy in. When it comes to developing new customers, Perfect Diary offers generous discounts on orders from new customers, since cosmetics products are repurchased. Perfect Diary only needs to set a target for new customers to place orders and continuously increase this quantity to obtain huge profits in the future. Because once your wallet is opened there is no going back!

Author: Uncle Wen

Source: Uncle Wen himself