Today, I want to share with you how a Chinese brand that has been established for three years can quickly occupy our domestic market and become a dark horse in the cosmetics market.
The perfect diary was founded in March 2017. It is the name of the perfect diary. In August of the same year, they owned the first official tmall flagship store.
On November 11, 2018, tmall ranked second in cosmetics sales and first in domestic brand sales. In 2019, the perfect diary ranked first in cosmetics sales at the three major online promotion festivals of the year. In the latest round of financing, its brand market valuation has reached $2 billion.
How are they doing?
1) Accurately locate the target customer base and make the most cost-effective makeup.
2) Find out the best marketing channels and methods according to the characteristics of consumer groups.
3) Large brand host factory, producing color makeup products with high cost performance and good quality.
1.Consumer groups and product positioning:
Consumer groups: mainly the post-90s people who pursue personality, supplemented by the post-90s people who have economic foundation and like online shopping. It also covers people born after 2000 who are about to enter the society.
The perfect diary cooperated with discovery channel, British Museum and Metropolitan Museum of art to launch eyeshadow and lipstick for its target consumer groups.
In particular, the target users of this group are very young, pay attention to personality, and pay great attention to the color and personality of products. Product development will communicate with users and netizens, solicit opinions and suggestions, and even the packaging and sealing methods will follow the opinions of target users.
For example, the perfect diary and the discovery of a series of animal eye shadow under the joint brand have different colors according to different themes, such as zebra, panda, deer, etc. the theme style is very prominent. Zebra board is mainly warm yellow, giant panda board is mainly green, and deer board is mainly Christmas red and green. In this way, the product is obviously different from the similar color scheme and dull packaging design of major beauty brands.
2.Omni channel content marketing:
Marketing method: popular star + famous KOL + 3 celebrities with different fan levels + 2 ordinary users with different fan levels.
Third, the product itself.
If the product itself is not good enough, the best marketing, excellent design and preferential price will soon be eliminated by the market.
The choice of suppliers is also important for the perfect diary. The following are the three main suppliers of their products
