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这种抢占新渠道的本质是抢占年轻消费者。2019年618，在天猫00后国货粉丝占比中，完美日记排名第二，第一和第三分别为华为和中国李宁。如今的年轻消费者并不认为贵就是好，他们更愿意为质感和个性化买单，购买商品背后的身份认同和圈层认同。在产品质感上，国内外品牌差距已不大。而在制造个性化，即品牌的差异化上，国产美妆正在积极探索。 The essence of this whole strategy is to seize the market of the young generation. Some data from Tmall 618 Festivals shows that Perfect Dairy has the second most fans in millennials, behind Huawei. Today’s young customers do not equate price with quality anymore. Instead of purchasing expensive luxuries，they are more willing to spend money on something with more texture and personalization, something they can identify themselves with, and something which can show the world who they really are. And in this respect, the gap between domestic and foreign brands is becoming much smaller. Companies like Perfect Dairy and Florasis are also actively exploring more ways to reflect more personality on their products. 差异化撬动溢价力 Differentiation Charges Price Premiums BrandZ™数据显示，2018年对品牌溢价力的贡献中，差异化(与其它品牌不同)达到47%，有意义(恰到好处地满足消费者需求)相比14年的50%下降到45%，而突出性(迅速被想起)是8%。差异化在提升品牌价值中变得越来越重要。 BrandZ™’s data shows that in 2018, the most important factor of charging a price premium is differentiation(47%), followed closely by meaningfulness(45%, was 50% in 2014). Differentiation is becoming more and more crucial in promoting brands’ values. 独特有效的品牌视觉表达和传递是美妆护肤制造差异化关键之一,它让消费者清晰意识到购买产品能得到什么样的身份与圈层认同。 Tom Ford美妆以极致性感为记忆点，Serge Lutens复古迷人的广告女郎形象被时尚博主自主传播，而完美日记则呈现的是不加掩饰的中性和张扬。 Being unique and effective on visual expression and transmission is one of the main keys to make ‘differences’. It makes customers clearly aware of what he/she will become/gain after purchasing the product. For instance, Tom Ford is rememberd by its extreme sexiness，Serge Lutens’s charming and retro ad girls are loved by fashion bloggers, while Perfect Dairy presents undisguised neutrality and unlimited beauty.
Tom Ford美妆广告
PERFECT DIARY完美日记粉底液 完美日记曾联名Discovery，推出探险家十二色动物眼影盘。发售当日即售罄，2019双十一当天销售额超过了天猫眼影总销售额的三分之一。 从产品设计，到投放的视觉广告。完美日记做到了非常有意思的视觉传达：中性，力量，独立。虽然完美日记也利用了大量网红气质的KOL来作为自己的宣传口碑带货的渠道，但是在品牌视觉这个层面，完美日记的标准一开始就是国际大牌的标准。他们把能外包的工作，都外包完成，换取了发展的速度和品牌的高度，从一众小厂当中，脱颖而出。 Perfect Dairy once co-branded Discovery and released the Explore Eyeshadow Palette. And they were sold out before the release date ended. The sales of this product on ‘Double Eleven’ in 2019 exceeded one-third of the total sales of Tmall Eye Shadow. From product design to visual advertising, Perfect Dairy can always transmit its messages to its costumers: neutrality, strength, and independence. Though the company also uses a lot of KOL(Key Opinion Leader) to promote its products, the standard of its own brand vision is always high. They outsource everything which is ‘outsource-able’ just in exchange for the speed and scale of development. And it helps them reach a new height. 这个系列眼影的视觉物料和广告TVC由PERFECT DIARY完美日记和国内的视频团队MINTAKA合作完成，这个团队就是完美日记背后从产品设计，到视觉营销众多秘密武器之一。 The visual materials and advertising TVC of this series of eye shadows are completed by PERFECT DIARY and the domestic video team MINTAKA . You cannot continue to talk about how great those videos are without mentioning this team. From product design to visual marketing, MINTAKA is also one secret weapon of Perfect Dairy.
完美日记DISCO礼盒广告 MINTAKA与完美日记合作的广告大部分延续了这种强烈个性，为女性“造梦”。在DISCO礼盒广告中，模特在80年代舞厅跳着电影《低俗小说》的舞蹈。 Most of the advertisements that MINTAKA cooperates with Perfect Diary show this strong personality which “build dreams” for women. In the DISCO gift box advertisement , the model performs the classic "Pulp Fiction" dance in the ballroom.
PREFECT DIARY完美日记复古眼影盘 在暗夜鎏光高光粉饼广告中，星尘里巨大的希腊神话式置景及雅典娜概念的展现，都打破彩妆视觉定式。 |
