"2020 Perfect Diary Brand Analysis Report" explains Perfect Diary's growth model in detail: live streaming, private domain, and hot products! (Full report 67 pages)

The purpose of reviewing is to explore the laws behind the evolution of the industry and the rise of giants, summarize reusable methodologies, and establish an analytical framework for beauty entrants to predict the future, thereby achieving forward-looking judgment .

In April, Perfect Diary, the domestic cosmetics "big brother", was frequently featured in the circle of friends of user Say Analyst.

On the first day of April, Perfect Diary received a new round of strategic financing of US$ 100 million (about RMB 709 million). According to industry professionals, Perfect Diary's current valuation has reached US$ 2 billion (about RMB 14.187 billion) . Its last round of financing was half a year ago, when the brand's valuation had reached US$1 billion (about RMB 7.093 billion). Now the brand's valuation has risen to a new level, becoming a unique unicorn in the domestic beauty industry .

On April 13, at the Tmall Golden Makeup Award Beauty Cloud Ceremony last night, Perfect Diary won the 2020 Tmall Golden Makeup Award " Grand Slam " , winning 4 awards : Perfect Diary won the "2020 Annual New Customer Pioneer Brand", Explorer Twelve-Color Animal Eyeshadow won the "Annual TOP Single Product", Matte Lip Glaze won the "Best Lipstick of the Year", and Classic Little Black Lid Liquid Foundation won the "Best Foundation of the Year".

At 0:00 on April 14, the celebration of Perfect Diary's 3rd anniversary officially began, following the Tmall Golden Makeup Awards Ceremony, and turned "Tmall Super Brand Day" into " 11.11 for Perfect Diary ". As the first domestic cosmetics brand to participate in Tmall Super Brand Day, Perfect Diary's single-day sales performance on April 14 broke the sales record of cosmetics brands on Tmall Super Brand Day .

User Said exclusively tracked that Perfect Diary's daily transaction volume exceeded 92.87 million yuan , of which 88.40 million yuan was in the cosmetics category, ranking first on the daily list, and 4.47 million yuan was in the skin care category, ranking seventh on the daily list.

Perfect Diary's growth rate has amazed and intrigued colleagues in the industry. The User Says team tracked Perfect Diary 's Internet popularity for 42 months since its establishment in 2017, and reviewed its marketing operations for 32 months in depth , thereby exploring the laws behind its rise, summarizing reusable methodologies, and establishing an analytical framework for beauty entrants to predict the future, thereby achieving forward-looking judgments .

In our review, we simply summarized Perfect Diary’s growth path into three points:

1. Be one step ahead and seize the platform traffic dividend
2. Private domain traffic, user repurchase and fission
3. Circle marketing, using the dimensionality reduction effect

Review: Be one step ahead and seize the platform traffic dividend

One of the important reasons for Perfect Diary's rapid rise is the platform's traffic dividend, and its courage to " enter the pit " and " occupy the pit " before others .

In August 2017 , Xiaohongshu began to see “planting grass” notes for Perfect Diary’s loose powder and mascara. At that time , the brand logo on the products was still the most basic version.

Before Weibo officially announced Zhu Zhengting as the lip makeup spokesperson at the end of August 2018 , Xiaohongshu was the "main battlefield" for brand traffic, accounting for as much as 45.91% of the brand's voice.

August 2018 is an important intersection in the brand ’s social platform layout.

In August, Perfect Diary mainly planned two campaigns on Xiaohongshu. One was a series of notes called " Chinese Valentine's Day Guide " , which continued the brand's previous Xiaohongshu operation strategy. The content mainly included eye makeup and lip makeup tutorials created for the "Chinese Valentine's Day" date; the other was a series of " fan circle marketing " notes on spokesperson previews, official announcements, and the same color numbers as the spokesperson, which were consistent with Weibo.

The combination of the two has helped the brand achieve its first big surge in sales, and the brand's user awareness and attention have spread to a wider user circle . It was also from August 2018 that Xiaohongshu's importance to Perfect Diary began to weaken , and has fallen below Weibo and even e-commerce platforms.

After August 2018, when Perfect Diary was noticed by more people, Xiaohongshu became the focus of many new cosmetics brands , and many brands were still waiting and watching due to the uncertainty of ROI . But at that time, Perfect Diary had already attracted a large number of fans on Xiaohongshu, and its official account ranked first in the number of fans, likes and collections, and no brand has surpassed it so far.

Moreover, in addition to continuing to leverage traditional platforms such as Xiaohongshu and Weibo, Perfect Diary has quietly switched to other potential platforms: Taobao Live and Bilibili .

As early as October 2017 , when other brands were still competing for traffic from celebrity spokespersons and tapping into valuable public accounts on Weibo, Perfect Diary had already used Taobao Live to broadcast its fashion shows while releasing new products and live-streaming makeup tutorials .

At the end of August 2018 , which was the warm-up period for the brand to officially announce its first spokesperson Zhu Zhengting, Perfect Diary opened a brand account on Bilibili .

As of Double 11 in 2018 , Perfect Diary’s official brand account on Bilibili already had 11,000 followers , with the number of followers increasing by over 10,000 in three months. At that time, the KISS ME brand account had only 24 followers.

By December 2018 , the mention rate of Taobao Live in Perfect Diary’s purchasing user reviews had exceeded that of Xiaohongshu and Douyin , and 0.12% of users had mentioned Bilibili, proving that some users had been converted from Bilibli .

Today, Taobao Live and Bilibili have gradually become the focus of brands' marketing layout, and people cannot help but admire Perfect Diary's foresight and "quick action".

Summary: Layout logic of public domain traffic platform

In reviewing Perfect Diary’s investment and development timeline on public traffic platforms, Xiaohongshu and Taobao Live are undoubtedly the most prominent. But in fact, the brand also opened accounts on Weibo, WeChat official accounts and Douyin at an early stage during the same period, but the investment in maintenance and the effects produced were relatively limited.

From 2017 to the first half of 2018 , this period was a period of growth and exploration for brands, and also a period of intensive transformation for social beauty marketing in China , which was specifically manifested in two obvious trends:

1. As of the end of the second quarter of 2017, WeChat had 963 million monthly active users and Weibo had 361 million monthly active users, far exceeding the market leaders such as YY and Momo, which had around 100 million monthly active users. With the competitive advantage established , they began to gradually improve their monetization system with their huge user base and attention.

2. With the popularization and maturity of mobile software and hardware, the improvement of hotspot coverage and the reduction of traffic charges, short videos, live broadcasts and other rich media forms have experienced a concentrated outbreak in 2017 after accelerating their development in 2016.

Monthly activity of some domestic social platforms in the first half of 2017

Source of chart: China Industry Information. "Analysis of China's social media market structure, launch regions and new media development trends in 2017". 2017.12.04.
//www.chyxx.com/industry/201712/589117.html

In other words, in the early days of Perfect Diary's establishment, in the "general content" social media field, the competition for traffic on Weibo and WeChat public accounts was already very fierce. The attention of users on the platform was highly dispersed, and their immunity to brand investment was enhanced . It was very difficult for a new brand to stand out among them.

In April 2018 , Douyin surpassed Kuaishou in terms of monthly active users , becoming the leader in the short video field that “emphasizes content over relationships.” Together with Weibo and WeChat, which are relatively “emphasized over relationships over content,” they form what brand marketing and operations teams call “ Double Weibo and One Douyin . ”

Source: Founder Securities. "Douyin vs. Kuaishou: A Deep Review and Outlook - A 130-page Analysis Framework for Short Videos". March 21, 2020

Data sources: QuestMobile, Founder Securities Research Institute

In terms of platform layout, Perfect Diary’s actual strategy is “ prepare for the real and avoid the strong ” .

Perfect Diary chose to focus on Xiaohongshu, Taobao Live and Bilibili, which were relatively niche at the time, and to a certain extent adopted a " strategic avoidance " of the " two Weibo and one Douyin " that were seemingly " a must-have for strategists " , that is, it only made basic operational preparations, but would not "spend a lot of money" to compete for traffic.

The benefits of doing this are obvious: brands can capture users' attention at a lower cost on niche platforms, making it easier to achieve a " single-point blasting " effect.

At the same time, the brand did not completely give up on "WeChat, Weibo and Douyin". Instead, after attracting the first wave of users on niche platforms, it used appropriate methods to guide traffic to " WeChat, Weibo and Douyin " to complete the brand's full platform layout. For example, after the brand gained popularity on Xiaohongshu with soft content such as tutorials and color tests, it then guided traffic to Weibo by officially announcing spokespersons, joining the "fan circle traffic killing".

On the other hand, Perfect Diary ’s choice of key investment platforms is also scientific .

• The commonality between Xiaohongshu and Taobao Live is the integration of content and e-commerce. The link between “ planting grass – purchasing ” is relatively shorter, and the ROI is higher.
• The user portraits of Xiaohongshu and Bilibili are highly consistent with the brand's target user portraits , so the cost of gaining user attention is relatively low;
• Bilibili and Taobao Live are in line with the general development trend of " rich content " and can provide backup materials for the dissemination of short videos on the entire network.

Review: Private domain traffic, user repurchase and fission

"Private domain traffic" is a buzzword in the industry that emerged in the second half of 2019. Although there is no official definition at present, some basic consensus has been formed: private domain traffic is relative to public domain traffic , and can have different carriers and forms, but currently it mainly refers to the WeChat ecosystem.

In 2020, a large number of offline stores were closed for a long time due to the epidemic, and customer flow dropped sharply, forcing store BAs to move online. In addition to Taobao Live, the "private domain traffic" built by BAs and customers through WeChat has also become the key to survival and even counterattack for brands that focus on developing offline channels.

Of course, even without the impact of the epidemic, " private domain traffic " has its necessity that cannot be ignored, mainly reflected in the following three aspects :

1. Contextual Targeting : It can classify and manage user tags, so as to distribute content more accurately and targetedly, and reduce the "noise" received by users;
2. Retargeting : It can achieve user retention and stimulate repurchase. It includes two aspects: one is to stimulate old users to add purchases and cultivate the brand's own loyal users ( Frequent Users ); the other is to conduct cross-selling , which can recommend relevant and possibly needed new products to old users in a targeted manner;
3. Ext-Targeting : It is possible to attract new users through mutual influence and fission between users.

Next, let’s review Perfect Diary’s operations in various aspects one by one.

Contextual Targeting

Perfect Diary categorizes users and distributes content in a targeted manner on two levels. The first is its WeChat official account and mini-program matrix .

Through public accounts and mini-programs with different themes, natures and functions , Perfect Diary has classified its users, so as to make targeted adjustments to the published content and interface design .

The second level is the management of personal WeChat accounts .

Perfect Diary created the IP " Xiao Wanzi " to act as a customer service and beauty consultant, which can establish targeted and " warm " two-way communication with users:

Screenshots of 1V1 chats between different users and "Xiao Wanzi"

Retargeting

In fact, the more important role of the IP "Xiao Wanzi" is to manage user retention and stimulate repeat purchases , and there is another IP " Xiao Meizi " that shares the same work and cooperates with it.

The two IPs mainly correspond to the two basic links for brands to obtain " private domain traffic " :

Online: Red envelope cards with passwords provided when purchasing products on various e-commerce platforms - (PerfectDiary service account) Xiao Wanzi personal account - Xiao Wanzi Play Beauty Research Institute WeChat group

Offline: BA guidance and gift benefits in various pop-up stores and physical stores——Xiaomizi’s personal account——(Perfect Diary Member Mall applet——)Xiaomizi’s WeChat group

Since Xiao Wanzi and Xiao Meizi have different sources of customers, they naturally have a division of labor and supporting words in communicating with users. Among them, "Xiao Wanzi" is mainly aimed at users who are accustomed to online shopping, while "Xiao Meizi" is mainly aimed at users who have been to physical stores.

If you add Xiao Meizi as a friend from the WeChat group of " Xiao Wanzi Wanmei Research Institute " , the request will be accepted and friendly communication will occur, but the user will still be directed to " Xiao Wanzi " during communication .

The two IPs obtain the WeChat accounts of purchasing users through different preferential incentives, and each focuses on maintaining users with different shopping habits . They guide users to add to cart through 1V1 communication based on their past shopping history, or induce users to add to cart through large-scale promotional activities and live broadcasts in the community .

The main incentive for adding items to Xiao Wanzi’s community is the huge promotion : such as the second item at 1 yuan, the second item at half price, 2 items at 20% off and 3 items at 30% off, 3 items for 99 yuan, any of 3 items... Of course, there are other ways to play, such as the limited purchase of lucky bags in the live broadcast room : 39.9, and 5 products are shipped randomly.

Adding items to cart and cultivating users to become frequent users of the brand is the first level of retargeting. The second level is cross-selling .

Firstly, the aforementioned activities such as "select 3 items from 99", "discounts for purchases above a certain amount", and "lucky bags" will guide and stimulate users to purchase products beyond their original shopping plans . The product combinations and gameplay can be carefully designed, and the alternative SKUs with a certain demand relevance can amplify the effect of stimulating additional purchases.

In addition, the e-commerce mini program distributed in the "Xiao Wanzi Beauty Research Institute" community is "Abbys Choice Wanzi Xinxuan " . The products on its shelves are different from the SKUs of Perfect Diary's other public traffic channels: on the basis of the SKUs sold on Perfect Diary's other public e-commerce platforms , other brand products will also be sold, such as Abbys Choice's skin care line products, Little Autine cosmetics, AMIRO makeup mirror, Su Shi's hair dryers and electric toothbrushes, etc.

By studying the purchasing habits and category preferences of purchasing users , it is entirely possible to design and launch more relevant consumer categories, thereby increasing the exposure and transaction data of the mini program.

The main benefits of listing and promoting other brands’ products are:

1. 1. Give users a reason not to " unfollow " or block : Since such "unconventional" products are put on the shelves irregularly and are cheaper on Xiao Wanzi than on other purchasing channels, it is equivalent to building Xiao Wanzi in the direction of Li Jiaqi, which will stimulate users' continuous attention and cultivate users' shopping habits on "Wanzi's Choice"; 2. Pave the way for the brand's subsequent actions : Judging from the SKUs currently on the shelves of "Wanzi's Choice" and the categories involved in the grass-planting notes in "Wanzi Says", Perfect Diary can complete the "internal testing" of incubating new product lines and even new brands in this way, obtain reference ideas on cross-border joint objects, and obtain a more three-dimensional purchasing user portrait.

From the group chat, we can learn about the decision-making mechanism of " male users buying facial masks for girlfriends " and the shopping habits of " group buying among friends " .

 Ext-Targeting

The above screenshot of the group chat shows the phenomenon of users promoting products to each other in group conversations. Apart from the fact that “group buying” may involve new users, the main target of the effect is actually still old customers.

Perfect Diary has also achieved " fission and new customer acquisition " through the WeChat ecosystem. In fact, many people are familiar with the gameplay, which is the model of " share to get coupons, both parties can get them " .

Pinduoduo, Luckin Coffee, etc. have gained a large number of new users in a short period of time through this method. Perfect Diary added this function to its mini program in the warm-up event on the eve of its 3rd anniversary . It can be inferred that Perfect Diary has retained enough active users in the mini program, but the user growth has entered a plateau period , so it uses this method to attract new users.

Reflection: Understanding " Private Domain Traffic " More Accurately

After reviewing Perfect Diary's private domain traffic strategy, we can see that the most essential meaning of " private domain traffic " for brands is to build a CRM to better manage and serve their users, thereby improving user loyalty . Perfect Diary's "private domain traffic" refers to the WeChat ecosystem, but "private domain traffic" is not necessarily limited to the WeChat ecosystem.

At present, since WeChat has the largest number of daily active users and the highest penetration rate, and the cost of user activities within the WeChat ecosystem is low, a large number of brands choose the WeChat ecosystem to achieve their goals. However, when facing other user circles, it is not necessary to direct all traffic to WeChat .

For example, Starbucks ’ member star accumulation function does not operate within the WeChat ecosystem. Instead, it connects the brand’s own app with the Tmall and Ele.me app data of the Alibaba system. Users can accumulate stars when placing orders on either platform.

Therefore, for the whole concept of "private domain traffic", " private domain traffic within the WeChat ecosystem " like Perfect Diary is essentially the same as Xiaohongshu, Taobao Live, and Bilibili , and is actually just a " platform " choice . And entering this "platform" first is not just to "eat the dividends", but also to try and fail earlier, explore and accumulate operational experience , and reach in-depth cooperation and " co-creation " with the platform earlier .

Tencent Smart Retail held a special training camp codenamed "Double" from November to December 2018, inviting 17 brands to participate; then, in March 2019, Tencent launched the second " Double Plan " , inviting 20 clothing and beauty brands including Septwolves, Sephora, Perfect Diary, and Herborist .

As a fast-growing new retail company and a benchmark brand of Chinese cosmetics, Perfect Diary may first enjoy the " white list " treatment during this period, allowing it to operate private domain traffic on a large scale without harassing users; secondly, it also provides a practical test for the function development and testing of Tencent's WeChat ecosystem in the beauty and even FMCG industries, which is a " win-win " situation between the platform and the brand.

At present, after trying community operation, content distribution and user fission in the WeChat ecosystem, Perfect Diary has become one of the earliest merchants to participate in the WeChat live broadcast internal test , thus completing the coordination of various functions such as live broadcast and community operation in practice, and forming its own set of operating methods and division of labor .

Review: Circle Marketing in Cross-border Collaboration

Perfect Diary is a "big co-branded brand" among cosmetics brands, and its Explorer 12-color "Animal Palette", co-branded with Discovery Channel and Li Jiaqi's pet dog Never, is the brand's current best-selling item.

We can sort out the " co-branding history " of Perfect Diary :

2017.9

PerfectDiary × Pom&Co Pomegranate Collection Milan Fashion Week Limited Edition Print Series

2017.10

Perfect Diary × Xu Yiwei co-branded makeup gift box [Oriental Poppy] series was launched. Perfect Diary and ACFN founder and independent designer Xu Yiwei jointly appeared at Shanghai Fashion Week. The Tmall perfectdiary flagship store live-streamed the show makeup through Taobao Live on October 18;

2018.9

Perfect Diary × Masha Ma Paris Fashion Week show gift box, the design of the gift box is inspired by the movie "Annihilation", the colorful flowers and plants reflect the spirit of contemporary women enjoying multiple identities;

2018.10

The Perfect Diary × British Museum co-branded gift box is inspired by the Majolica pottery plates from the heyday of the Renaissance in the British Museum. The humanistic and artistic atmosphere of "breaking the shackles so that everyone can enjoy and express beauty" is consistent with Perfect Diary's concept of "beauty without limits";

2018.11

Perfect Diary × Fan co-branded nine-color eyeshadow palette is launched. This is the first time the brand has collaborated with a fashion guru/beauty blogger in a co-branded form ;

2019.1

Perfect Diary × Maodan co-branded blush cream was launched. Fashion guru and beauty blogger Maodan released a Perfect Diary air cushion unboxing video in December 2017, followed by some video collaborations in 2018. The co-branded two-color blush was officially launched in January 2019.

2019.3

Perfect Diary and Discovery Channel have collaborated to launch the Explorer 12-color eyeshadow palette, the best-selling "animal palette", and co-produced a promotional video with fashion COSMO, inviting four beauty bloggers Qiuqiu-qiuqiu, Vivekatt, Little Pig Sisterzz and Shanzi to perform four kinds of "killing eyes" of animals respectively;

2019.6

Perfect Diary and the Metropolitan Museum of Art launched a co-branded lipstick, which was inspired by the names of royal portraits in the Metropolitan Museum of Art’s collection. A promotional video titled “Royal Campism” was also shot to showcase the retro and gorgeous style of modern aristocrats.

2019.9

Perfect Diary and National Geographic China launched a cross-border collaboration to launch a 16-color eyeshadow palette featuring four representative themes: Red Clouds, Pink Plateau, Blue Lakes, and Colorful Terraces. The palette was also shown on the Tmall China Cool Paris runway ;

2019.10

Perfect Diary x Chao Meng IP "Bu Ya" joint air cushion special edition was launched before Double Eleven and participated in the pre-sale event of Tmall Double Eleven in 2019;

2020.2

Perfect Diary and Li Jiaqi's collaboration "Puppy Palette" eyeshadow palette is launched, which is a new shade of the Explorer 12-color eyeshadow palette. The brand and Li Jiaqi both announced that they will donate the proceeds to the Beijing AiTa Animal Protection Charity Foundation for animal protection-related charity projects;

2020.3

Perfect Diary and Oreo jointly launched the "Biscuit Air Cushion". The two brands also created a limited gift box for the "Beauty Shop". Consumers can make an appointment to purchase it on JD Supermarket on March 27. The brand is not available in other channels.

2020.3

Perfect Diary and the cute IP Sanrio have jointly launched a limited edition collaboration, the Yunsha Soft Focus Oil-Control Loose Powder. The product was first launched on Tmall Little Black Box and participated in Tmall Super Brand Day. Pre-sales will start on March 28th and deposits will be paid, and the final payment will be made on April 14th for shipment.

Looking back at Perfect Diary’s history of external collaborations, we can find that Perfect Diary’s collaboration partners can be divided into three categories according to their development stages.

Phase 1 : Brand exploration period, launching joint products related to fashion week;

The second stage : Brand explosion period, cross-border cultural and creative IP and co-branded KOL launch single products;

The third stage : the brand continues to grow, with popular joint ventures and trendy IPs.

There are certain differences in the scale and characteristics of the user circles reached by the joint cooperation at each stage.

 In the early days , the brand mainly reached the fashion circle and some celebrities. It was small in scale but had great influence.

During the explosive growth period , the cultural and creative IPs such as the British Museum that were co-branded by brands reached the cultural and art circles, while the beauty KOL co-branded mainly reached makeup experts and fans of KOLs. The scale of the circle is not large, but the traffic fan circle reached by the co-branded spokespersons has a great influence;

Recently , brands have started to choose more popular IPs for collaboration, such as trendy and cute emoticons and Li Jiaqi’s pet dog Never. These are IPs that almost everyone can find cute, and they reach the largest circle, and of course, they also have the largest number of beauty and makeup newbies.

Summary: The marketing logic of “dimensionality reduction influence”

If we look at the brand collaboration and other actions taken by the brand during the same period, Perfect Diary’s marketing actually follows a “ top-down ” approach .

In the early days, the brand focused on "taking over" the backstage of Milan, Shanghai and Paris Fashion Weeks. This series of operations not only paved the way for the brand to win various beauty awards early on, but also won a group of the most professional and authoritative " endorsers " in the field of makeup. The brand's first ambassador, Wang Luping, is a supermodel, which is also in line with the brand's development path during this period.

Content related to awards at Milan Fashion Week, Shanghai Fashion Week, ELLE and other major fashion magazines is also one of the common words used in brand-led content in the early stage. It is equivalent to telling consumers including KOLs: " I have " obtained authoritative certification " , so feel free to follow suit! "

Subsequently, celebrities, fashion influencers and beauty bloggers followed the " trend " led by fashion shows and joined the brand's super user list. At the same time, the brand officially announced "traffic young idols" as spokesmen Zhu Zhengting and Lai Guanlin, mobilizing the power of "fan circles"; while "expert" users such as Shanzi and Maodan used social platforms and self-media to guide " amateur " fans to follow them .

Throughout the process, the professionalism and authority of the user groups that the brand reaches and drives in the field of "fashion and beauty" is decreasing, which can be regarded as a kind of "dimensionality reduction": people with more authority and more say influence relatively unprofessional people . Since consumers tend to follow people who are more professional than themselves, this marketing and communication method is very efficient.

Focus and Outlook: 3rd anniversary, the latest layout of the brand

Now, Perfect Diary has become a benchmark for Chinese cosmetics brands and has also held its 3rd anniversary celebration. The brand has put a lot of effort into this 3rd anniversary "grand celebration".

First of all, the time arrangement was to start at 0:00 on April 14 , the Tmall Super Brand Day , and directly take over the live broadcast ceremony of the " Tmall Golden Makeup Award " on the evening of April 13 .

• Perfect Diary won the " Grand Slam " of four awards at the time, which was a great stimulus for users who paid attention to the brand because of this award or ceremony;
• During the intermission of the ceremony, there was a live broadcast directly connected to the brand flagship store led by Li Jiaqi, which gave the brand an almost re-enforced message of the "3rd Anniversary" promotion.

Secondly, Perfect Diary has been very active and warming up in the past month.

On March 25, the brand officially announced actor Luo Yunxi as its " color spokesperson " , adding another "fresh meat" to the celebrity family; Luo Yunxi himself posted a picture to promote the brand's eye makeup products .

Of course, the most eye-catching event may be the change of brand logo :

The new logo simplifies the brand name into two letters, “P” and “D” , giving the brand more room for interpretation of its brand value besides “Perfect” and “Diary” .

The most intuitive feeling for consumers is probably that Perfect Diary has also begun to enter the " old flower logo" world . The background of the brand's promotional pictures, the packaging of gift boxes, and even the decoration of offline stores have all been "reborn":

This style of painting easily reminds many fans of European and American fashion brands such as Gucci , which also allows the brand to take a step forward in its vision of " exploring European and American fashion trends " and " developing ' high-quality, finely designed ' fashion cosmetics products . "

In fact, before the official announcement of the brand, many interested parties noticed the appearance of the new logo through different channels, such as fans who watched the video of "idol" frame by frame:

Another example is the author, a consumer and brand analyst, who purchased products on the “Wan Zi Xin Xuan” mini program through Perfect Diary’s “Private Domain Traffic Pool” WeChat group promotion.

In March, the " Wan Zi Xin Xuan " applet arranged a series of "stock clearance" promotions in a rhythmic manner, covering almost all of Perfect Diary's best-selling products. The delivery package was stuffed with a " Perfect Diary Third Anniversary Gift Card " , and the brand logo on the card should be the new version.

In addition to the special promotions offered by the brand to new and old customers during its 3rd anniversary celebration, the back of this card also reveals a lot of important information: the card clearly defines the scope of Perfect Diary's " brand official channels " , covering 13 official stores on 10 major platforms in both public and private traffic pools.

Obviously, for Perfect Diary, " private domain " and " public domain " have never been in opposition , just like the integration of "online-offline". This wave of operations reveals its integration of "private domain-public domain", connecting all public domain traffic with its private domain traffic . At the same time, the large-scale layout of the 10 major platforms also shows its ambition to harvest more public domain traffic.

As a "unicorn" among domestic cosmetics brands, if Perfect Diary wants to go further in the future, in addition to brand upgrading and platform layout, it also needs to further improve brand penetration and user retention .

To increase brand penetration, it is necessary to reach a larger user circle , and some of Perfect Diary’s recent operations also point to a larger user circle.

Cross-border food industry

Perfect Diary’s previous collaborations were mostly aimed at smaller circles such as art, painting, and animal protection, while the larger traffic fan circles have limitations on user age. However, the brand’s new joint product “Oreo Cookie Air Cushion”, which began to be sold on JD.com on March 27, is aimed at the food industry and “ foodies ” .

There have been many examples of cross-border cooperation between "beauty and food" in the industry before: White Rabbit Toffee Lipstick, Want Want Snow Cake Air Cushion, Chocolate Eyeshadow Palette, etc. Of course, facts have proved that although this kind of cross-border cooperation has broken through the circle and attracted the attention of new users, the actual purchase situation has limited help to the growth of the brand . This may also be the reason why Perfect Diary chose to sell this product on JD.com and promote it on a small scale .

Play with emojis

At the end of March, Perfect Diary launched another co-branded product on Tmall Black Box : a Sanrio loose powder gift box, which includes a loose powder brush in addition to the loose powder. This product is similar to the earlier " Bu Ya " co-branded air cushion, both of which use the trendy and cute emoji IP printed on the product packaging.

As a popular culture formed after the rise of social software, emoticons are now widely used. Almost everyone can use them and most people can make them. Perfect Diary can improve the efficiency of communication by using this online culture as a carrier.

What does it mean to “play around” with emoticons?

In addition to the collaboration, Perfect Diary also started making its own emoticons !

The brand's self-built IP, " Fatty White " , which was derived from the names of the brand's makeup removers and cleansing products, has not only been made into a doll as a mascot, but has also been made into an emoticon package and has begun to infiltrate into users' lives.

"Fatty White" already has two sets of emoticon packages on the WeChat emoticon package, in which the brand, products and self-built IP "Xiao Wanzi" are all embedded.

In November 2019, Fatty Bai opened an independent Weibo account and frequently interacted with the official Weibo and fans. After the Sanrio co-branded loose powder was launched, he also posted a message to "compete for favor", hoping that he could also be printed on the loose powder.

So far, Perfect Diary's marketing strategies, including signing "fresh meat" endorsements, co-branding with various trendy IPs, and layout on platforms such as Bilibili, have made the brand's user structure highly " young " . As the brand's existing users age and more cutting-edge brands emerge, retaining the existing user base will be a major challenge for the brand in the future .

Perfect Diary is obviously not willing to let go of the " young " or " mature " female user groups . The " old pattern " packaging style design that appeared after the brand logo was upgraded is one of the operations to "win fans" of this part of users.

In addition, the Zebra Prime/ Zebra Membership e-commerce channel, which the brand revealed in its anniversary card and has already begun to deploy, is mainly aimed at groups such as " business elites " and " white-collar beauties " , which may also be one of the brand's solutions.

How is Perfect Diary’s product layout arranged in terms of categories?

What is the brand’s most popular product sales volume at the moment?

What is Perfect Diary’s actual brand strength on various platforms at present?

What is the gap between its brand status and those of international brands?

What other beauty brands do they like to buy?

What are the concerns of Perfect Diary’s purchasing users ?

…

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