For girls who love beauty, there must be the Xiaohongshu app on their mobile phones. Xiaohongshu has promoted Perfect Diary to become the number one domestic cosmetics category, but Perfect Diary itself is a very young brand. Perfect Diary was established in 2016 and launched in 2017. The flagship store on Tmall broke 100 million sales in just 90 minutes on Double Eleven in 2018. In the 618 event in 2019, it will be ranked as the top 1 cosmetic makeup store on Tmall in one hour. In 2020, even under the dual pressure of the economic winter and the epidemic, it will be perfect Diary successfully obtained a new round of US$100 million in financing. Although many companies and brands are also promoting on Xiaohongshu, there is no doubt that Perfect Diary is the most successful one. I can’t help but wonder what is the difference in the operation of this young "light of domestic products" Xiaohongshu, and what it uses How to operate users in order to have such a sky-defying GMV growth and market share?
This article digs into Perfect Diary’s Xiaohongshu KOL delivery model and private domain traffic operation, analyzes how they play a role in the growth of Perfect Diary, and what are the specific implementation methods?
Perfect Diary Private Domain Operation System: KOL Diversion + WeChat Private Domain Traffic Operation
The biggest difference in the operation model of Perfect Diary Xiaohongshu is that it directly leads to enterprise WeChat and enterprise micro communities through Xiaohongshu KOL instead of to e-commerce platforms. Such an operating system directly eliminates the public domain competitiveness of e-commerce platforms. The competition with the public's attention has accelerated the detonation of corporate private domain brands and social fission.
For an enterprise/brand owner, the customer base with a strong relationship chain is its private domain traffic. KOLs on Xiaohongshu have established strong relationships with users through long-term content output and high-quality sharing. KOL fans belong to their private domain traffic as far as celebrities on the platform are concerned.
Looking at the perfect diary layout Xiaohongshu, it started at the end of 2017. The purpose of Xiaohongshu KOL placement is to regularly create explosive models and attract attention. In fact, KOL placement is not a direct means of purchase conversion, but by creating brand awareness and purchasing desire.
The promotion of Perfect Diary in Xiaohongshu mainly focuses on civilian lipstick and eye shadow color testing. Through a large number of popular KOL color testing, prize draws and other activities, the fan group can participate, and the users who have used the product will expand. Word-of-mouth effect, posting orders in your own private circle of friends and Weibo, expanding the ripple effect of products.
Searching for "perfect diary" in "Xiaohongshu" now has more than 80,000 notes. Such a huge amount of data, tweets and product recommendations, can't be unobtrusive. In terms of KOL selection, Perfect Diary uses a typical pyramid structure, driven by a small number of head KOLs, but the main voice volume comes from the waist and primary KOLs. Users only need to search for relevant keywords, and they can immediately see the perfect diary related products. Recommendations. Many KOLs followed by fans will publish product diaries about Perfect Diary and they will also be pushed to the message list.
With the traffic on the platform, how does Perfect Diary transfer the fans from Xiaohongshu to WeChat and turn it into its own private domain traffic?
Two methods of Xiaohongshu perfect diary drainage are analyzed here. The purpose of WeChat private domain traffic operation is to improve user retention and repurchase.
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Large size directly guides customers to private chat (KOLs will send fans the WeChat personal number of Perfect Diary through pre-communication with Perfect Diary. Perfect Diary has a large number of personal numbers, which can be flexibly switched through the QR code on the page to create hundreds of thousands WeChat friend traffic pool, while using automated replies to improve operational efficiency.)
(2) The large number leads to a private chat on the trumpet. Example 1: Add a sentence to the article: The little fairies who participated in the official lottery draw can receive prizes by sending a private message to me~ Example 2: Private chat on KOL/Student account (this method can greatly reduce the risk of being blocked for a large number). Words: If you want to get more detailed information, the fairies can send me a private message~ so that KOLs or amateurs can send the words of the official communication with Perfect Diary to users in advance.
Guide fans to join the WeChat group through private chats, and use high-quality content to continuously attract user attention. Subsequently, through the creation of "Xiao Wanzi", KOC's circle of friends, it can effectively market users' purchasing decisions. Finally, the products are synchronized in the Moments of Friends and WeChat groups in the form of promotion to guide the final repurchase behavior
For example, product sharing introduction: share and publish products in the community in different forms, such as product long pictures, videos, trial shots, etc., and publish the purchase link of the corresponding product at the same time, so that users can place an order in time after understanding the product.
Rich personality creation, small assistants daily sharing, sharing daily and life, close to users
The operation of this kind of private domain traffic has a longer life cycle than most purchase models that lead to e-commerce platforms, and the stickiness between brands and users will be stronger. The use of private domain traffic (WeChat ecology, mini program mall) to improve operations Product added value, and improved operational efficiency by means of manual + automation.
Through the operation model of the Perfect Diary Xiaohongshu community, it can be found that the dividends of the Xiaohongshu platform have not disappeared, and the KOL launch of Xiaohongshu can play a positive role in product sales, especially in the creation of explosive models, the brand can still actively try . Find a suitable target for your delivery and improve your delivery efficiency. The waist and junior KOLs may become the most cost-effective choice. Blindly attracting new customers will not bring sustained growth momentum. Retaining old users through reasonable means can obtain long-term benefits. . Therefore, using WeChat to build your own private domain traffic may be a cost-effective way. "Adding friends" is only the first step in building private domain traffic. We also need WeChat groups, Moments, etc. to continuously publish content, keep users focused, and establish deep connections with users through manual services. If the person is well established and the dry goods are shared a lot, the advertisement will be converted.
In general, in the context of the market, the private domain traffic pool gameplay-corporate WeChat and corporate micro-communities have become the way to break the game. The development of the WeChat Internet system provides the best foundation for the development of private domain traffic. Enterprise WeChat is currently the most convenient channel for merchants to reach consumers through the mobile Internet. Through enterprise WeChat personal account + official account + community + mini program, it can completely carry most of the interaction between brand merchants and consumers, and is based on the brand. The system implemented by the merchant's own small program can ensure that all data is owned by the merchant, and the merchant can make good use of the data to find more commercial value. For brand merchants, private domain traffic is a necessary supplement to public domain traffic. For brand merchants, it is the general trend to supplement their own private domain traffic as soon as possible.
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