Perfect Diary with the mission “unlimited beauty” tracks European and American beauty trends and customizes them to suit Asian woman’s facial structure and skin features. This spontaneous and authentic posts on Xiaohongshu have also successfully affected other consumers, thus, the Marketing of Perfect Diary has become viral. After consumers saw the waist influencers’ promotion and had a desire to purchase, due to the model of Xiaohongshu, these consumers were also willing to share their own experience of using the beauty product just like a internet influencers. The marketing of Perfect Diary heavily relies on the model of Xiaohongshu to have a high conversation rate. At the same time, affordable price and low trial and error cost further stimulate user’s desire to buy their product. As Perfect Diary positioned itself as a “cheap” cosmetic brand, this “close to real life” approach can make users feel cordial and stimulate user’s desire to like the beauty blogger. In Xiaohongshu, the characteristic of “waist KOL” is usually closer to life, closer to the real experience. Perfect Diary used “waist KOL” to promote their product on Xiaohongshu as this app gives people the right to participate in public discussion on an equal footing. It can be seen from the job advertisement that the skillful use of Xiaohongshu is the first priority of Perfect Diary’s marketing strategy. The reason why Perfect Diary have such a successful marketing is related to its success in matching Xiaohongshu and rooting its marketing investment into Xiaohongshu. Xiaohongshu is an emerging user-oriented picture sharing platform that has been popular among Chinese young female users as its contents are mainly focused on outfits, food and beauty care.Īccording to Baidu index, it can be seen that among users aged 20–29, users who tried to search for Xiaohongshu and users who tried to search for Perfect Diary are highly overlapped.Ĭomparison of user portraits of Perfect Diary and Xiaohongshu by age The user portrait and platform positioning of Xiaohongshu are highly compatible with the brand positioning and consumer positioning of Perfect Diary. The brand concept of Perfect Diary is “beauty has no limits”, and the target consumer group is positioned at young women aged 18–25, advocating the younger generation to break through themselves and explore more possibilities in life. Perfect Diary’s great feat is heavily attributed to its marketing strategy relying on social platforms. It is established in 2017, built up from nothing, it expanded and conquered a significant share of Chinese cosmetic market only within a few years. Perfect diary is an e-commerce-based cosmetic brand that is committed to exploring the trends in international cosmetics and the frontiers of fashion to provide high-quality and precise-designed cosmetics products for young Asian women.
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