Continue to analyze the popularity of domestic beauty brands. "Perfect diary" is the most popular model in Taiwan. With more than 25 million fans and a monthly exposure of more than 1billion, it is well deserved to become the leader of the domestic new force beauty brand. From the unknown to the light of domestic products, the four core strategies excavate the logic of perfect diary brand hot money.

1. What is the core competitiveness of the perfect diary brand

Good appearance and high cost performance are the basis for the popularity of the same factory.

It is also the core competitiveness of the factory's internal products; Competitiveness is the key word of an enterprise. The quality is high, but the starting threshold is far lower than that of large brand cosmetics. It is cost-effective and popular with consumers who are beginning to learn makeup or pursuing freshness.

Cosmetz, Inteli and Shanghai zhenchen perfectly cooperate with OEM factories of dairy products. They also serve Estee Lauder, P & G and other international well-known brands. Their products are of high quality. Through the brand supply chain, new consumers after 1995 can obtain a "sense of brand belonging" when they enjoy money for the first time.

2. Is the perfect diary brand really in Haitou?

Circle marketing is to cut users carefully. The so-called overseas investment is also conducting cross circle marketing to maintain a high marketing volume.

The exploration of the perfect diary is divided into four stages, and the development mode of the brand circle continues to evolve.

Brand exploration stage: the new brand is small in scale and volume in the network. Inspired by T-stage, it starts from the fashion circle and beauty circle.

Brand rising period: at the initial stage of the brand, cross-border joint brands, star endorsements, KOL planting grass, harvesting rice circles, and art circles.

Brand explosion stage: during the brand explosion, the categories were refined, and KOL kept planting grass to reach the audience.

Brand outbreak stage: brand maturity, brand upgrading, broken circle marketing, national style, Biyuan, cute pet, food circle, etc.

3. What content does the perfect diary brand use to impress users?

Content co creation, differentiated media coverage and personalized content planting strategies.

Tiktok is testing kuitai's data platform. On the six major mainstream social media platforms, such as Xiaohong, Weibo, wechat, Kwai, jitter and station B, the diary is mainly improved by focusing on user experience, interaction and dry goods sharing.

In the special launch, the perfect diary will create product differentiation through creative content, and a small amount of grass planting will be more interesting and personalized, covering more yuan circle users.

From the perspective of product in-depth analysis, through creative imitation of color makeup, red and black list, etc., close to the use scene, outline the use effect, and let users further understand the practical application ability of the product;

From the perspective of traffic and interest, the software is implanted into various plots and micro movies. Users enjoy entertainment, have a strong interest in products / brands, and ultimately guide their transformation behavior.

4. What kind of matrix does the perfect diary brand use to communicate and penetrate?

Matrix delivery strategy, KOL matrix + centralized delivery, creating deep penetration.

Tiktok and master Tiktok's little red book help write a perfect diary. The book is the main position of social marketing, and the main drainage platforms are microblog, wechat and station B. Communication is mainly based on small and medium-sized bloggers. Compared with Weibo, express and station B, the platform focuses more on Guifu and Shifu. Obviously.

The second matrix delivery strategy of the perfect diary brand is the centralized delivery of nodes within the cutting time period. The effect of brand KOL transmission is directly reflected in the brand volume. The law of brand KOL transmission behavior is inferred from the difference of sound volume in different periods. The data shows that the volume of the perfect diary increases significantly in March - April and August - September every year.