Among them, the most notable is the domestic beauty brand "Perfect Diary", which was established less than three years ago, and its latest round of financing has a valuation of up to US$1 billion.
In April this year, the famous perfect diary brand and the Discovery search channel released the "Explorer Twelve-Color Eyeshadow Palette". It has not yet been officially launched, and nearly 110,000 people have paid for it. The highest pre-sale volume of the Forbidden City lipstick was only 15,000. .
In the highly competitive make-up market, how did the cutting-edge perfect diary brand go all the way and achieve a counterattack? What inspirations does it bring to the digital marketing promotion of traditional enterprises? Today, DataHunter will talk about it from the perspective of data.
1. Behind the popularity: the rise of domestic products
1. The rise of perfect diary brand
In recent years, domestic brands have gradually risen, and the proportion of domestic products in the sales of major platforms is getting higher and higher.
2. Establishment of perfect diary brand
The brand founder of perfect diary brand from Harvard University and a British fashion designer met in London, hoping to have the opportunity to bring European and American makeup fashion back to Asia, make a breakthrough in visual image, and advocate that the younger generation should not be bound by external labels but strive to break through themselves. Determined to create a China Beauty Icon with international influence.
Adhering to the brand concept of "UNLIMITED BEAUTY", Perfect Diary was established in 2016. Its founder Huang Jinfeng is the founder and CEO of Yixian E-commerce, and the former COO of Yunifang.
Thirteen years ago, Yunifang was completely attached to Taobao.com, and achieved a sharp increase in sales and brand value through strong marketing methods. It once had the aura of "the first online mask brand". Driven by the "veteran sailor in the beauty industry", Perfect Diary, which dares to play and can play, has taken a relatively different Internet marketing routine.
3. The popularity of Perfect Diary
During the Tmall 99 promotion in 2018, Perfect Diary achieved the No. 1 sales in the beauty industry, surpassing big brands such as L’Oreal;
On Tmall Double 11 in 2018, it broke 100 million in just 1 hour and 28 minutes, becoming the first cosmetics brand on Tmall Beauty whose turnover exceeded 100 million;
In January 2019, great perfect diary brand ranked 7th on Taobao Tmall Beauty Monthly Sales Ranking, followed by international brands such as Givenchy, Shiseido, and Han Hou. monopoly position;
In the past 6.18, popular perfect diary brand was listed as Top 1 in Tmall Makeup in just one hour. Matte lip glaze, mascara, Discovery co-branded eye shadow, and milk muscle air cushion BB became the best-selling models, far ahead of established brands such as Herborist and Red Earth. Domestic products.
2. Layout Xiaohongshu to seize traffic depressions
Since the opening of the Tmall store in August 2017, in just one and a half years, Perfect Diary has successfully become one of the first-tier domestic brands with more than 1 billion yuan. The rapid popularity of the helicopter is due to the excellent content marketing on the whole network , the marketing of Perfect Diary includes almost all popular marketing channels:
1. The fast-growing Xiaohongshu
In the past few years, the Internet traffic dividend has gradually disappeared, but some high-growth platforms still have dividends, such as Xiaohongshu. As of May 2019, Xiaohongshu has more than 250 million users and about 10 million daily active users. 90% of them are women, and 65% are between 25 and 35 years old. The daily exposure of community notes exceeds 3 billion times.
Perfect Diary uses Xiaohongshu as the main channel. Firstly, because girls who love beauty must have "Little Red Book" in their mobile phones, its target group is very consistent with the audience of Xiaohongshu; secondly, makeup products are different from skin care products, and users pay more attention to it. What is more important is the effect rather than the composition, so the picture has become the core communication material of Perfect Diary, which is consistent with the content attributes of the Xiaohongshu platform.
In recent years, Perfect Diary is the earliest and relatively successful official account of Xiaohongshu. As of now, Perfect Diary has 1.697 million fans on Xiaohongshu, and 1.928 million likes and favorites. The popular HFP has 108,000 fans on Xiaohongshu, and other big local brands such as Nature Hall (145,000), Pechoin (33,000), and Proya (40,000) have less than 1/4 of all fans. Even this year The fierce makeup brand Marie Dalgar only has 74,000 fans.
2. Content opening and co-construction
In Xiaohongshu, Perfect Diary cooperates with beauty bloggers to provide the bloggers with the basic content of the product, and then the bloggers will recreate the content themselves. Then the blogger's content becomes the content of his own account. Currently, the official account has published 450 notes, most of which come from other bloggers' original works. Driven by many bloggers, more and more ordinary users of Xiaohongshu began to purchase products and post notes spontaneously.
Among the 78,000 notes in Perfect Diary in Xiaohongshu, the number of ordinary notes far exceeds that of video notes. Among them, the number of articles for each product is different. The TOP3 launch of Perfect Diary in Xiaohongshu are: lipstick, eye shadow, and lip gloss. These are also very consistent with the official data of Xiaohongshu.
In addition, compared with other brands, or many other brands, Perfect Diary is very solid in every detail of its content: for example, most of the notes are from the secondary content creation after the KOL trial, and there will be at the end of the article: Thank you so-and-so KOL for sharing the notes, which will shorten the distance with customers on the one hand and increase credibility on the other hand. Most of the other brands put content directly, and in the end they just add beautiful photos of KOLs or celebrities to share. Although it is only a small detail, it makes a big difference to the user's feeling.
Finally, the content of the Perfect Diary brand account is mainly divided into six parts: dry goods tutorials, product color testing, user interaction, new product releases, hot spot tracking, and brand trends, all of which start from providing value to fans and maintaining a good relationship with fans.
