Basic characteristics of post-95 generation:
After 1995, it has reached nearly 250 million, accounting for 52% of the total number of netizens, and it is the backbone of the Internet.
After 95, I will watch 68 videos on at least 5 platforms every day on average.
68% of the post-90s generation will read at least three reviews.
46% of post-90s generation will follow KOL of 10 on social media.
77% of the post-95 generation have their own brands and will not change easily.
6 1% of the post-95 generation are willing to share more personal information.
Post-95 Data Report of 20 19
Two main characteristics of post-90-95 population:
(1) has a huge population base of 250 million, accounting for 52% of the netizens. In any business, whether online or offline, it can not be ignored.
(2) Media, socialization, media and socialization have a profound influence on their behavior.
Two. promote sales
April 20 19, Perfect Diary ranked first in Tmall Makeup, reaching 5.9%.
Far higher than Maybelline, Kazilan and other European and American brands.
Perfect Diary is located in China. The market size and year-on-year growth rate of Tmall channels in different channels determine that the demand for Perfect Diary is a huge and fast-growing market with great market potential.
China's cosmetics market is growing rapidly, ranking second in the world.
In 20 19, the makeup market in China reached 8 billion US dollars, up 27% year-on-year.
Distribution of 20 19 cosmetics sales channels: e-commerce accounts for 38%.
20 19 April, the total sales of Tmall cosmetics reached 2.8 billion yuan, up 16% year-on-year.
What is the driving force behind the formation of this market?
Changes in consumer groups
The outbreak of information channels
Three. demand
The global, China, e-commerce and cosmetics markets are all growing at a high speed, which only proves that there is obvious demand in the cosmetics market.
But this demand is extensive and inaccurate.
The emerging post-95 s are eager for make-up, but the high price of foreign brands and the low-priced products without brands in the domestic market are not their choices. One can't buy it, the other doesn't want to buy it.
Therefore, there is a huge contradiction between the needs of users and the time of existing make-up brands. This contradiction was discovered by the perfect diary team, who quickly seized this problem and positioned it with the most cost-effective explosive products, thus the perfect diary was born.
Market size is the commercial value space between these contradictions. The greater the pain point of contradiction, the more the subject and user of contradiction are eager for new solutions.
Perfect diary, the solution to this contradiction and problem, is to use high-value packaging and content, packaging brand value, with the ultimate cost performance, to solve contradictions and problems for users.
Four. compete
Lion dance, foreign brands, Estee Lauder, charm, Kazilan, they are alert and excited, and the huge market is changing.
People born after 1995, their behaviors and consumption habits, some people are seizing this opportunity.
Rising stars Hua and Shu Uemura are copying or even surpassing the practice of perfect diary. If they are not careful, they will have a chance to overtake at the corner.
Perfect diary, the comprehensive strength of the brand is lower than that of China.
Verb (abbreviation of verb) products
Seven times to sort products, three times to operate.
What kind of products are used to meet the demand for makeup after 1995?
Positioning: build domestic brands and take the ultimate cost-effective route.
Category: base makeup, lip makeup, eye makeup, makeup tools, makeup remover, etc.
SKU: There are more than 500 items in the whole series.
Price: 40- 150 yuan,
Packaging: Appearance value is everything, (joint-name, holiday)
Visual effects, cross-border marketing.
Selection strategy: digital selection, grasping both ends (small white and heavy users)
New product operation: new product process standardization (Weibo, Tik Tok, Mile Mile)
New frequency: 1 month, 5-6 new models.
Product development: consumer-centered product development concept and process
Intransitive verb supply chain
In order to ensure the product quality, Perfect Diary cooperates with world-renowned foundries, Korean cosmetics company Cosmeishi, Italian company Inteli and Shanghai Marco.
In 2020, we will establish our own exclusive factory in Conghua, Guangzhou.
Create your own product quality supervision index system
Supply chain, at a certain stage of the brand, is the key to the rise and fall of the brand.
Seven. marketing
The most striking feature of a perfect diary is the overwhelming content, which is the ability of content marketing.
1. Marketing channel capability
The little red book is the origin of the perfect diary. Since 20 17, it has1750,000 fans and150,000 notes.
Tik Tok has 2.66 million fans and 2,339 likes.
There are 1. 1 10,000 fans and 302 broadcasters.
25 million fans on the whole network.
Others do the official account of WeChat, and it does the little red book. Others make little red books, and it makes Tik Tok.
Others make Tik Tok, and it makes beeps.
First, invest a small number of big-name stars and well-known KOL to build a benchmark, and then focus on cooperation with waist KOL and amateur notes.
2. Ability to produce content.
Fragmented content channel platforms need to deliver the same content.
Three axes of content marketing: cross-border cooperation, celebrity endorsement and IP.