Why is it that the perfect diary is widely put into the niche KOL below the waist, creating a grand occasion in which everyone is using the perfect diary?
Through data mining, we studied two growth strategies of the perfect diary.
Xiaohongshu KOL is online.
Do you have the official number of the perfect diary in the little red book? Fans 1.68 million, notes on the whole platform1.20 million. The total exposure is hundreds of millions, far exceeding brands such as Baique Ling and L 'Oreal. In the recruitment advertisement of the perfect diary, the position of "KOL placement" only values the experience of the applicant in placing the little red book, which shows the importance it attaches to the operation of the little red book.
In order to study the transmission law of the perfect diary in Xiaohongshu, we collected the data of millions of accounts on Xiaohongshu platform, and screened out thousands of accounts and 45,000 notes related to the perfect diary. We found that the sales of Perfect Diary had not improved in the first few months of Tmall's launch in July, 20 17. The most critical turning point was 2065438+February 2008, when Perfect Diary began to operate with Xiaohongshu as the key channel, and increased its efforts to launch it, and then the sales volume began to rise rapidly. At this time, the information shows that Perfect Diary does not have a Tik Tok account, nor is it maintained in Weibo, nor does it operate.
Wechat private domain traffic
Compared with how to quickly increase the number of users, subsequent retention and repurchase are obviously more important. -This is why the concept of "private domain traffic" has been heated up. For consumer goods, using WeChat personal number to create private domain traffic is naturally the best solution.
Similarly, we can also find clues from the recruitment information of the perfect diary: for example, the position of "Android development engineer", and the Xpose technology mentioned in the job demand, its most widely used is "WeChat group control". The reverse development mentioned in this paper is the basis of establishing group control system.
Of course, the operation strategy of the perfect diary is not over yet. Pulling users into their own "private domain" is only the first step, and subsequent operations are needed to achieve the purpose of retention. Based on the personal number, there are two main directions for the operation of the perfect diary:? The first is the WeChat group. After adding "Maruko" in the first step, users will receive an invitation to join the group and name it "Maruko Beauty Research Institute"-thus thousands of WeChat groups have been generated. We found that the operation of its WeChat group is actually carried out around several small programs. Through the personal design of "Maruko", you can create high-quality beauty content, publish it to small programs every day, and then forward it to the group, which will arouse the continuous attention and discussion of users. Live broadcast, lottery and other activities will also be released to the group. In addition, various user surveys and market surveys can be conducted within the group, which greatly facilitates the iterative optimization of the product itself.