Perfect Diary was established in 2016, dedicated to the research and development of skin care and make-up products, providing fast-fashion make-up products and beauty solutions for a new generation of young Chinese women. The company has been valued at US$1 billion in only 3 years since its establishment.
So how did it grow so fast?
- More than 80% of the employees of this company are post-95s, and most of them are women. After all, only young people understand young people best, and the future always belongs to young people! Some people say: "The essence of retail is to create value for consumers." People-oriented is the core concept of Perfect Diary's product development. The final formation of each product is inseparable from in-depth communication with consumers. The launch of the big IP co-branded model leverages strength to break the ceiling of product design and at the same time expand the brand's influence.
- The products are updated quickly, and the popular models are guaranteed. The National Geographic eyeshadow palettes that have been launched in cooperation with National Geographic, and the animal palettes jointly produced with the Discovery Channel are all sold out of the town store. Generally speaking, the development cycle of Chinese cosmetic brand products is 12 to 18 months, while Perfect Diary maintains a frequency of 5 to 6 new products per month, and will also be released before the Double 11, 618 and other e-commerce shopping festivals. Introduce heavyweight new products. On Double 11 in 2018, it only took 90 minutes to break through 100 million sales; on Tmall Double 11 in 2019, Perfect Diary created a miracle. In just 28 minutes, the sales of Perfect Diary exceeded the full-day sales of Double 11 in 2018, becoming the first Tmall makeup manufacturer with sales of over 100 million yuan, and the first domestic brand to top the Tmall Double 11 makeup list. .
Perfect Diary Lipstick
After all, celebrity endorsements are only a few, and the main position of marketing is still KOL bringing goods. The main user groups of Bilibili, Xiaohongshu, Douyin and other platforms are between 20-30 years old, which is consistent with the target group of Perfect Diary. Taking Xiaohongshu as an example, Perfect Diary uses Xiaohongshu as its main channel. First, because girls who love beauty must have "Xiaohongshu" on their mobile phones, its target group is very similar to Xiaohongshu's audience; secondly, makeup products Different from skin care products, users pay more attention to the effect presented rather than the ingredients, so pictures have become the core communication material of Perfect Diary, which is consistent with the content attributes of the Xiaohongshu platform.
Perfect Diary Cosmetics
Perfect Diary has a novel operating model, and the fan benefits are constantly Perfect Diary makes clever use of KOL and private domain traffic. There are hundreds of personal accounts in Perfect Diary, all of which are set up as "Xiao Wanzi", which means that it is not the result of the operation of a few people, but a huge team supporting the operation and opening up the entire chain. Perfect Diary started operation with Xiaohongshu as a key channel, and increased its investment, and then its sales began to rise rapidly. This kind of influence through KOL (personal design) + community + media (circle of friends) can be said to be powerful. Make Xiao Wanzi a high-looking girl who can make up and play with paper characters. Who doesn't like it? In addition, Xiao Wanzi Perfect Research Institute has a lot of dry makeup to share, which is really considered for users, one plus If you don’t want to delete a group, it’s hard if you don’t want to succeed. Moments also often launch low-priced and limited-time seckill activities, such as adding 1 yuan to get the second piece, which is indeed a powerful fan! Perfect diary online emotional intelligence is used for After thinking about it, whether it is Xiao Wanzi's daily good night copy, it will make you feel full of warmth. Although the model can be copied, success always requires the right time and place, and both are indispensable!