In fact, like everyone else, when I first heard about this brand, I didn't know what it did. Then I searched for their Huake brand and products on Xiaohongshu and Taobao's WeChat. Huake brand has a product called "Huake Intelligent Pleura", which makes my eyes shine. You can talk to Xiaohong yourself, and there are all kinds of other products from skin care products to make-up.
Then why do I say that "Huake" is the strongest opponent of "Perfect Diary"?
First of all, I believe everyone knows that The Perfect Diary is a make-up and it is very successful, but few people know its history since its establishment.
Perfect Diary is to develop a series of make-up products for young women, aiming at creating a brand with international influence. This brand was just born in 20 16 years, and Taobao Tmall Store only appeared in 20 17 years. How did the perfect diary become popular?
The first "Perfect Diary" has 1.96 million fans on "Little Red Book", and the number of notes on the whole platform is 260,000+,with a total exposure of hundreds of millions, far exceeding other big names. The Perfect Diary began to operate with the little red book as the key channel and intensified its efforts, which is the first step for the Perfect Diary to become famous.
Secondly, Taobao Tmall flagship store registered the Perfect Diary in 20 17, and it took 20 1 18 years to participate in the Perfect Diary of Tmall Double 1 1, which broke through the sales of 1 000 million in just 90 minutes and officially opened the road to the first brand of cosmetics.
The perfect diary is not just about finding big-name stars to speak for them. The objects they choose are: stars, well-known KOL, top talent, waist talent, junior talent, amateurs and passers-by, all of which are pyramid-shaped objects of the perfect diary.
The market competition of lipstick, lip glaze, eye shadow and other cosmetic products featured in Perfect Diary is very fierce. In just eight months, the sales volume has increased by nearly 50 times, surpassing some big brands such as domestic counterparts and surpassing international brands such as YSL and SK-II in an all-round way. In 20 18, the perfect diary was as high as 650 million yuan in tmall GMV alone, and now "perfect diary" is called the brand of "light of domestic products". A new round of financing was obtained in 2020, and the valuation has exceeded 6543.8 USD +0 billion.
The point is, why should I say that "Huake" is the strongest opponent of Perfect Diary?
I just got to know Huake brand, but I have a shallow understanding of Huake, but I can take "Huake brand and perfect diary" as my opponent, just saying that Huake brand has this potential, and its route and operation mode are similar to perfect diary.
The first "Huake" brand also launched a small-scale product in Xiaohongshu, which is similar to the initial operation of Xiaohongshu's Perfect Diary, so I doubt that the next "Huake" brand will launch a large number of products to drive the brand effect.
The second "Huake" brand also has its own Taobao shop and WeChat applet mall. In this case, it is also drained by the exposure flow of Xiaohongshu to increase the sales of products.
The third "Huake" extends its development through the WeChat "private domain traffic" model, focusing on the secondary sales transformation of the traffic accumulated by Huake brand WeChat official account, WeChat group and WeChat circle of friends to achieve the ultimate goal.
Through the above information, we have combed two key growth modes from a single angle:
1. Little Red Book is regularly put in to make explosions. By building brand awareness and purchasing desire, it will eventually be sold in Taobao stores.
2. WeChat private domain traffic operation: the purpose is to improve user retention and repurchase. Based on various viewpoints, we can summarize the growth strategy of Huake brand as "public-private cooperation and integration".
Get new users and transactions through the so-called public domain traffic (Little Red Book+Tmall), and then use the operation of private domain traffic (WeChat Ecology) to enhance the life cycle value of users, and improve operational efficiency by manual+automation. To sum up, I think "Huake" brand will be the most powerful competitor of "Perfect Diary" in the future.
what do you think? Welcome to leave a message for discussion.