The Perfect Diary, 2018 Double 11, 90 minutes sold 100 million; The latest beauty sales list in 2019, ranked No.1; 2019.6.18 an hour on Tmall, ranked first in makeup; After a new round of funding, it is valued at $1 billion.
Perfect diary is how to do content e-commerce?
Product: Accurate positioning of consumers is an essential element of a good product
Accurate positioning of consumers is the premise of a good product. Perfect Diary's product positioning is very well done.
The first strategy is to focus on "low price", lower than the price of similar brands 1/3, and is the main product "low price and high quality". Perfect Diary is marketing on Douyin, Kuaishou and XiaoHongshu, and its positioning is very accurate, capturing the young users of these platforms. And it has done one thing: it has been preaching to these users that the perfect diary is "same quality, lower price."
The second strategy is "Yan", design senior texture, do not lose big.
The third strategy is "useful", star talent all recommended, word-of-mouth explosion.
The fourth strategy is "fun", the combination of makeup and art, full of creativity.
For example, the Perfect Diary, Associated with the Metropolitan Museum of Art, launched a 16-color eyeshadow plate, United Explorers launched a little gold diamond lipstick, and United Explorers launched a 12-color animal eyeshadow plate. These interesting points will make every talent, popular people in the publicity of your products have a "grab".
At present, there is no platform that can sell goods and bring large traffic, which is not dominated by young people. In fact, fully practical products are not enough to impress them.
One of the core elements of truly reaching the hearts of young people is to meet their demands for a product that is new, strange and special.
