Recently, the domestic beauty brand Perfect Diary officially announced the famous actress Zhou Xun as the global spokesperson of the brand. This news quickly sparked a heated discussion on social media. Many netizens said, "I suddenly feel that the perfect diary is getting taller", "Zhou Xun's promotional photos made me think that this is Chanel's lipstick" and "the whole brand has been sublimated" ... Later, Tmall released the double 11 Battle Report, showing that as of 23: 2 on October 21st, the perfect diary became the first domestic makeup brand with a pre-sale of over 1 million yuan in double 11, and the new product "Xiaoxiheel" lipstick endorsed by Zhou Xun was the first.

Breaking the Circle

If the Perfect Diary was initially broken by effectively grabbing and using social media platform traffic and successfully invited Zhou Xun as the brand spokesperson, it will help it break the circle again from the brand level. Judging from the choice of this perfect diary, it is obviously not to complete the sales transformation through the purchase of star fans, but to try to convey a brand-new brand image to consumers. This is also the first time that Perfect Diary has officially launched a strategic move in shaping brand power since its establishment more than three years ago.

choosing the right spokesperson often has an immediate positive effect on brand development. Last year, helena rubinstein (HR), a high-end skin care brand owned by L 'Oré al Group, regained high attention and brand voice in the market by inviting Faye Wong as the brand spokesperson. However, for young online brands, it is often a risky move to promote brand tonality through spokespersons with higher texture and obvious personal style. If they are not careful, they will be questioned as inconsistent with brand temperament or "climbing high". Judging from the results, Perfect Diary has indeed succeeded in reversing the brand's impression of "parity" due to product pricing and achieving a win-win situation with artists with the help of Zhou Xun's personal influence.

behind this, it is obviously due to the strong support of the product reputation matched with the perfect diary and the increasing brand power.

For example, in July this year, Perfect Diary and Li Jiaqi * * * jointly developed the "Feather Satin" powder cake, which was the result of all-round creation from the aspects of powder quality, color, touch and makeup. After hundreds of times of printing and revision, the final product was first displayed in the live broadcast room in Li Jiaqi. After just a few minutes of color testing, tens of thousands of powder cakes were robbed.

the above-mentioned process of making feather satin powder cake is a microcosm of the product development link of Perfect Diary's parent company, Yixian E-commerce: the front-end product research and development integrates KOL and consumer feedback, and the back-end cooperates with the top international supply chain to ensure product quality and productivity, and at the same time, it makes profits to consumers at low prices. The high product cost performance makes it stand out successfully in the new consumer goods track. At the same time, through a series of Internet thinking on social platforms such as Xiaohongshu, Tik Tok and WeChat, Perfect Diary has become the most eye-catching dark horse in the Red Sea market in just three years.

Brand Incubation Methodology

While the outside world is still immersed in the research of the perfect diary "fast, accurate and ruthless" on the Internet, Yixian E-commerce has begun to lay a series of "non-Internet" heavy investments such as offline stores, self-built supply chains and R&D centers.

From this point of view, the ambition of Yixian e-commerce is not limited to building a online celebrity brand, otherwise, it is unnecessary to invest such a heavy cost in brand power, channels and infrastructure, and it can easily rely on the Internet traffic operation that it is already good at and take the route of "light assets".

However, Yixian e-commerce may have clearly realized that it needs to explore a successful, replicable and referential brand incubation methodology in order to build its own moat and further explore the imagination space on this fully competitive and rapidly changing track.

this means that it needs to get rid of the inertia of relying on social platforms and e-commerce channels. In addition to the ability to create explosions, it also needs to explore how to present products more effectively and enhance the consumer experience, so as to realize the integration of online and offline brand experience.

The data shows that as of September 28th, Perfect Diary has completed the goal of 2 offline stores ahead of schedule. From the opening of the first store in Guangzhou to the completion of the 2th store in Shenzhen, the perfect diary took only 2 months, covering first-to fifth-tier cities in China. In the next two years, the goal of Perfect Diary is to continue to open 4 offline experience stores. Feng Qiyao, president of the new retail division of Yixian E-commerce, previously told the media that offline stores are an important scene and channel to reach and communicate with consumers. "We hope to make the perfect diary a brand with a long-term virtuous circle, not just an explosion-driven brand. As consumers' demand for product experience is getting higher and higher, if they only do online business, this is biased towards single products or explosive products. From the perspective of products, services and scenes, offline stores can complement each other with online experiences to provide consumers with personalized services. "

moat

Although Perfect Diary solved the production problem by relying on the strong OEM ability of China manufacturing industry in the early days, Yixian E-commerce decided to increase investment in R&D and firmly control the production link in its own hands. In April last year, Yixian e-commerce established a fully self-operated logistics and warehousing center in Guangzhou. In March of this year, Yixian E-commerce announced that it had reached a cooperation with Cosme Meishi, one of its largest production suppliers, to build its own production base integrating R&D and production. The base is expected to be officially put into production in 222, which is expected to better control product quality and R&D innovation, speed up product iteration, and build a solid moat for product strength through the whole link.

in addition, in June this year, Yixian e-commerce officially announced its brand-new brand Abby's Choice. The new brand is aimed at young college students and white-collar women aged 18 to 28, and its product line covers skin care, make-up, personal care and beauty instruments.

at this point, the ambition and strategic map of Yixian e-commerce to become a multi-brand group company have become very clear-at the front end, brand communication and communication are carried out in ways and channels that young consumers like, so as to continuously build brand reputation and loyalty and enhance brand power; At the back end, we insist on data-driven, use a large amount of data and insight accumulated by direct communication with consumers to guide the production and R&D links in reverse, and at the same time build our own production, R&D and warehousing logistics system at the bottom, improve the control of the whole industrial chain and consolidate the product strength. More importantly, this set of collaborative mechanisms will be precipitated into the underlying capabilities, which will be continuously copied to new brands, and one after another "perfect diaries" will be launched.

from this point of view, in the future, the layout and investment of Yixian e-commerce in brand, production, research and development, logistics and quality inspection may be the key factors that really determine whether it can become a new brand incubation platform representing the future.

"The above contents do not represent our views, and are published for the purpose of transmitting business information."