Two-and-a-half-price discounts are used to subsidize consumers and increase the repurchase rate.
Since 2017, Perfect Diary has proposed “big brands with the same factory”, and nearly a thousand SKUs on file are produced by OEM. Among them, Cosmetics, the Korean manufacturer, is also the largest cosmetics foundry in China, serving domestic and foreign head brands such as Estee Lauder, Lancome, Dior, and Baique, while lipsticks, eye shadows and foundations made for the perfect diary account for its 40% of the production line.
Bain data shows that the 2020 epidemic has accelerated the pace of “pursuing cost-effectiveness” of consumer products, and the trend of onlineization has also accelerated. The perfect diary supported by funds and e-commerce platforms has obvious cost-effective advantages, and has been reported as textbook-style marketing many times. How does the perfect diary create explosives and use traffic to increase sales?
Explosive marketing?
On the Internet, there is an article of Huang Jinfeng’s student era “P&G CMK in my eyes”. The CMK department is responsible for analyzing, monitoring, and predicting consumer behavior and market changes. He highly praises this. This may also be one of the reasons why the perfect diary attaches importance to marketing methods and can study a set of marketing processes to guide consumers from cognition to product purchase.
First, the Perfect Diary captures the new needs of consumer groups and highlights the relative advantages of brands. QuestMobile data shows that in the female beauty group, users under the age of 25 account for about 50%.