To get more information about perfect diary

1. To get more information about perfect diary In the prospectus of Perfect Diary, the KOL resources of in-depth cooperation are regarded as the core competitiveness of the company, and it is KOL that constitutes the "traffic source" of Perfect Diary since its establishment in 2017: Acquire new users through KOL content marketing through public domain channels (Xiaohongshu, Douyin, Bilibili, live broadcast) and achieve initial monetization, and then introduce traffic into private domain traffic pools based on WeChat ecology, and then through high-frequency communities Maintenance increases the repurchase rate of old customers and prolongs their life cycle. However, the traffic gameplay of Perfect Diary has quickly been listed as a compulsory course by peers. Following this, the price of KOL and traffic has risen. Information from the popular market research platform PARKLU shows that from 2018 to 2020, the average price increase of mid-waist KOL and head KOL has exceeded 18%. The rise was even higher than that. The perfect diary, which started off relying on traffic, fell into a traffic dilemma. We believe that the root cause is that Perfect Diary did not create a place in customer perception, and did not give customers a reason to actively search for her. There are 6 steps in the explosion method: new technology, new brand, new category, new item, new opponent, and new scene. In addition to the lack of new technology, Perfect Diary has the other four elements. This element she lacks is likely to become a development bottleneck and a potential public relations crisis. First of all, it is a new brand. Perfect Diary is a new brand in the domestic beauty category. This is the "novice luck" of the new brand. The brand names of new forces are all new, which is good for influencing the perception of potential customers. If it is an already well-known brand that makes domestic beauty products, it will suffer. For example, the brand "Dabao" makes beauty makeup, and the brand feels very strange. The second is a new category: domestic beauty products. And Perfect Diary is very clear about its brand positioning: To create a new era of L'Oreal, it is committed to exploring European and American fashion trends. At the same time, it combines the characteristics of Asian women's faces and skin to develop a series of "high-quality, well-designed" European and American fashion makeup products, to realize the desire of young women to "enjoy color and enjoy life" . The key point is: to explore European and American fashion trends, and to develop makeup products based on the characteristics of Asian women. In layman's terms, it is a beauty brand that is more suitable for Asian women.

2. This category is something that European and American brands cannot do. Even if they can do it in fact, potential customers don’t think they can do it. Just like we do not believe that Nestle and Abbott can produce milk powder that is more suitable for Chinese babies. I think that at the right time, Perfect Diary will start from this effective tactic, launch an offensive against L’Oreal, and become the first choice of high-end beauty brands for Chinese women. Of course, some people think that Huaxizi and Juduo are also domestic beauty brands, and there is nothing special about the category selection of Perfect Diary. There are at least two points to understand the difference between them: Perfect Diary clearly regards L’Oreal and other big European and American brands as competitors, and secondly, Perfect Diary has invested enough ammunition in marketing expenses. Poor awareness formed by advanced brand concepts can increase the success rate of Perfect Diary becoming a domestic beauty brand.