| People’s living standards have changed as a result of China’s rapid economic development in recent years.The internet economy is rapidly developing,as is the Chinese cosmetics consumption level,against the backdrop of big data and traffic marketing.Perfect Diary,Florasis,Little Dream Garden,and other new domestic brands are growing quickly.The trend differs significantly from the recent dominance of international brands in China’s beauty makeup market.Rising domestic beauty brands are gradually making their way into the first-tier beauty makeup track.The DTC marketing model is thoroughly examined in the case of the makeup brand Perfect Diary.According to the findings,the DTC model,which includes production,marketing,channel,and big data,formed more closely combining sites between brands and consumers.This allows customers’ demands to be accurately delivered to the brand.As a result,brand communication contents can precisely target the right customers and then create sales magic.Perfect Diary is a domestic beauty brand that has successfully implemented DTC mode.This brand’s DTC mode application primarily has three features: content operation could create a wide range of influence to attract target consumers,create a customer service IP "Xiaowanzi" to contact consumers directly,and provide new offline store experience.According to a customer experience survey,1)multi-channel access successfully achieves whole network diversion.The communication channels with the highest perception are Xiaohongshu,friend recommendation,Taobao,and other e-commerce platforms.However,when compared to online communication,the impact of offline communication needs to be increased.2)In terms of brand impression and consumption power,the main motivations for purchasing Perfect Diary products are low price,newly emerging domestic brands,and promotional activities;3)In terms of user recognition of the marketing mix,consumers generally give a positive evaluation of Perfect Diary’s marketing methods.However,a few interviewees mentioned that "quality should be paid attention to," "the products should speak for themselves," and "too much publicity will cause aversion";4)The total score in the offline channel evaluation is 3.57,which is relatively low when compared to other projects.After-sales and shopping guide services in physical stores should be improved;5)There is a significant gap between brand awareness and actual purchase rate.The study discovered problems in the R&D and OEM of Perfect Diary brand products based on the case analysis and investigation results.Pricing is overly focused on "extreme cost performance." The speed of offline expansion is too fast,resulting in poor quality,high promotion costs,and disappointing results.Taking brand value as the core to improve the quality of brand communication,using key events to carry out brand marketing,strengthening product research and innovation,and using online and offline platforms flexibly are the strategic recommendations. |
