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The perfect diary brand becomes the No.1 position of national cosmetics

In 2018, in the Tmall Double 11 event, Perfect Diary became the first cosmetics brand of Tmall Beauty with a turnover of more than 100 million, and successfully occupied the No.1 position of national cosmetics. At this time, it was only two years since the birth of Perfect Diary brand. How did it do it? In general, there are four points.

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The perfect diary brand becomes the No.1 position of national cosmetics

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  1. The perfect diary brand becomes the No.1 position of national cosmetics How successful is the perfect diary brand? In 2018, in the Tmall Double 11 event, perfect diary brand became the first cosmetics brand of Tmall Beauty with a turnover of more than 100 million, and successfully occupied the No.1 position of national cosmetics. At this time, it was only two years since the birth of perfect diary brand. How did it do it? In general, there are four points. First, low-cost and high-quality product strategy. When consumers know nothing about products, packaging is the first magic weapon to gain their green eyes. Before that, the packaging on the market was mostly cheap and inferior. The perfect diary has won the favor of consumers by its unique packaging design with various textures and without losing to the famous brands. The perfect diary brand has not only exquisite packaging, but also excellent quality. The partner of Perfect Diary is the world's top cosmetics OEM, and the surrogate factory is Cosmetic, the largest cosmetics OEM in the Chinese market. The price of these products with famous design and excellent quality is also very exciting. The pricing strategy of perfect diary brand is "extreme cost performance", and most of its products are less than 100 yuan. Second, the promotion method with high cost performance. For the new brand that just started, perfect diary needs to be careful in promotion. With regard to attracting new users, it uses a pyramid matrix to restore the entire "follow the trend" path of users. First, we will invite some celebrities and big V as head users to attract eyeballs. Next, Perfect Diary will invite some fashion experts to try the product. Perfect Diary likes beginners who have only 5000 to 50000 fans. They win by number and make a great impact. Finally, we will guide the basic users to produce a buyer show, follow the trend to show their own use experience, and create a momentum that many people are using. The promotion method with high cost performance is directly directed to the Xiaohongshu brand store, completing the commercial closed-loop of fans' diversion to transformation.

  2. Third, the popularity of popular goods from point to area. According to the 2018 Beauty Trend Insight Report released by CBNData, the business data center of First Finance and Economics, lipstick is the largest cosmetics category that has maintained rapid growth in recent years, while eye shadow has ranked first among many categories in terms of year-on-year growth. The four popular items of perfect diary brand are all included in these two fast-growing beauty categories. These blockbusters have brought a large number of buyers to the Tmall Store of Perfect Diary, driving related sales and secondary purchases to directly contribute to the profits of the store, and also brought valuable resources to the store, which has improved the sales volume of the store in the short term and the reputation of the store. The ability of Perfect Diary to guess the hot money is inseparable from its accurate positioning and analysis of young consumers. One detail is that there are more than 1000 employees of Perfect Diary, with an average age of only 24 years old, and more than 80% of them are "post 95". This figure is amazing for any company. Almost a company with newly graduated college students as the main force has achieved the fastest growth in the cosmetics industry. Why is this company so young? The attitude of perfect diary brand is that because they are doing things that no one has done before, it is better to let young people explore. They have strong learning ability and quick reaction. The main consumers of beauty brands are also young people, who can better grasp consumers' psychology and preferences. Fourth, marketing keywords that change with time. The perfect diary brand was founded in 2016, but it has been only five years since then. However, there have been two changes in the brand marketing strategy of social platforms. The first is the "big brand substitution" in the early stage of brand construction, which is a common marketing method used by many market followers. It attracts users' attention with the quality similar to the big brand, but the price lower than the big brand. For the second time, they began to challenge the position of market leader, and opened the

  3. "new Chinese products" in the second half of 2018. Whether it was the small black diamond lipstick, the eye shadow plate that cooperated with the British Museum, or the eye shadow plate that cooperated with the Discovery Channel, they were all labeling the perfect diary with "personality" and "new", which was very consistent with the aesthetics of its main consumers, young people. Now perfect diary brand has started to enter short videos with the purpose of brand upgrading. At present, it has nearly 350000 fans on Tiktok, ahead of other domestic beauty brands.

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