How does a brand rise from a highly competitive industry? The perfect diary, in just three years, has risen perfectly in the big-name beauty industry and shines brilliantly in the beauty industry.

Three years ago, the perfect diary brand debuted, and only 18 months later, it became the first cosmetics brand of Tmall Double 12. In the year of 20 19, whether it is 6 18, double1or double 12, the category of makeup is the first-or perfect diary, and such a secret and rapid growth has attracted people's attention. Perfect Diary can reach a valuation of $654.38+0 billion in such a short time, and its brand operation is enough for in-depth analysis.

1. Develop products for target users.

The best way to understand consumers is to get close to them. The employees of the perfect diary are mostly post-90 s and post-90 s, which is highly consistent with the target users. They are immersed in social media.

For product development, from perfect diary to product R&D personnel: "The product team is immersed in social media." You can see that you know the target users very well (18-year-old girls), have a keen sense of market development trends, and launch an animal eye shadow series that is deeply loved by fans. Therefore, in the past double 12 event, fans were caught off guard by the speed at which the deer eye shadow with Christmas flavor was sold out.

Perfect Diary and Discovery Channel, British Museum and Metropolitan Museum of Art in New York jointly launched eye shadow and lipstick.

In particular, this group of target users are very young, pay attention to individuality, and pay great attention to the tonality and individuality of products. In product development, users communicate with network celebrities, solicit opinions and suggestions, and even listen to the opinions of target users in the sealing method of packaging.

For example, the animal eye shadow series jointly signed by Perfect Diary and Discovery has designed different colors according to the same theme of spotted tiger, giant panda and deer, and the theme style is very prominent. The spotted tiger plate is mainly yellow and warm, the giant panda plate is mainly green, and the deer plate is mainly Christmas red and green. In this way, the product is obviously different from the similar color matching and boring packaging design of beauty brands.

In addition, the perfect diary product development pays attention to the depth of detail, and will also achieve the ultimate in detail. For example, the first grid inside is printed with animal footprints to suit the theme.

Of course, once we have an insight into the needs of the target population, everything from internal decision-making to supply chain is based on the advantages of speed and flexibility. So as not to miss the opportunity of product launch.

Products are the core and foundation of brand operation. Does this development product give us a good product development idea for new brands and new products?

2. Be good at using stars and online celebrities.

In brand operation, I am keen to invite celebrity spokespersons. The price diary is essentially inviting celebrity spokespersons, but it uses a complete set of fan economic play. Its core is to "invite" stars and network celebrities around the target users, that is, fans.

In the early days, network celebrity Li Jiaqi was used to hold a large box of lipstick "H 1 1, scarlet vodka! Is it a cue? The color on it? Buy this color at will! Apply it to your mouth for three seconds to form a film! Feel very good! Oh, my God! Look at my mouth, 18 girls will have it! " This video has won 643,000 likes, and the brand influence is rising!

In order to make a perfect interaction between brands and fans and increase their sense of participation and interactivity, traffic star THEO launched a series of black diamond lipsticks, which maximized the economy of fans by using teasing powder and pet powder. More importantly, the product integrates the interaction between stars and fans, and the limited gift box of Black Diamond is sold out in three seconds.

Not only a star, but also a singer. Wu, as an ambassador of rescue energy in a series of skin care products, has an older average age, higher consumption level and stronger demand for skin care. Slogan, an energetic product, is also consistent with Greeny's image, which further enhances the consumption level of the brand. This series of actions of stars and online celebrities is not only a simple matter of "inviting" stars and online celebrities, but also an operation mode to upgrade the fan economy. Because online celebrities themselves are a sales channel, we should not look at online celebrities from the traditional channels. Consumption is upgrading, and channels are also upgrading.

3. Pay attention to the dissemination and promotion of new media channels.

Using new media and concentrating resources on bombing means is just transplanting traditional advertising means. Of course, there are opportunities for new media and new consumer groups, and there is a lack of brand concentration to advertise. The Perfect Diary aims at the target groups of post-90s and post-90s, looking for brand spokespersons and online celebrities of the target groups, gathering and selling them in an experiential way, and spreading and promoting them on these new media around the target groups. There is also a quick success factor, that is, the customer unit price is low, mostly within 100 yuan, and the perceptual purchase factor plays a great role.

In fact, the perfect diary model is essentially transplanting traditional advertising methods, but grafting new media and adopting new communication methods is very scary, accounting for more than 40% of the promotion expenses.

The Perfect Diary chose new media, such as Little Scarlet Letter, Bili Bili and Weibo, instead of our traditional TV and offline. It is not a traditional online advertisement, but a more accurate advertising method.

Perfect Diary has1730,000 fans on the official account of Xiaohongshu. Searching for "Perfect Diary" in Little Red Book shows that there are more than 1 10000 notes to share. In these notes of 1 10000, we can see the progressive clues of the perfect diary-the star is responsible for planting grass, the beauty KOL is responsible for guiding, and the amateurs spread it twice by sharing experiences.

Beep is the first choice for young users under the age of 24. More than 80% of users are post-90 s, and more than 50% are from first-tier cities. Have a certain economic foundation, which coincides with the target sales group of Perfect Diary. Search for the keyword "perfect diary" in the mile, and the number of search results in the mile has reached the limit of 50 pages. There are many attractive descriptions in the video titles, such as "the king of cost performance", "domestic products with conscience", "strong wind" and "who can resist it".

In addition, for young people who are tired of traditional product placement, the barrage interaction can also become an advertising space to attract their attention. UP released the evaluation video, and the barrage can continuously create a guiding atmosphere, thus creating a high marketing input-output ratio. The official WeChat account of Perfect Diary is the user pool of the whole system: users can become fans of the official WeChat account of Perfect Diary after placing an order, and the follow-up services available through the official WeChat account include customized service reservations such as returning goods and changing makeup for amateurs, and fans can also get online shopping malls (applet malls), order inquiries, beauty tutorials and other services from the official WeChat account.