Rebirth begins with e-commerce

The first batch of lipstick sales mainly came from fans.

After all, I have been growing leeks for two years, and now I am harvesting them for the first time. Of course, I have gained a lot.

Although the leeks will continue to grow and can be cut a second time, a third time...but there will definitely be less and less each time in the future.

Unless vegetable farmers continue to fertilize and water these leeks, and at the same time actively develop and expand the area of ​​vegetable fields.

In order to allow Yi Qingfei to continue to create, Luo Xiu did not hesitate to pair him with a team of directors, screenwriters, editors, etc.

Of course, if it only relies on fans to sell products, then it can only be regarded as an Internet celebrity brand and cannot truly break out of the industry.

The second step Luo Xiu needs to do is to find a large number of low-level experts with only a few thousand fans to bring goods.

Because this kind of people have too few fans and limited influence, they usually cannot receive advertisements and no merchants will come to them.

Just send them a set of samples and they will happily help you take a selfie with the product.

In the future, even a small expert like this will have to charge two to three hundred yuan at a time.

In the early stage of Perfect Diary, they intensively planted grass through Xiaohongshu. His family has the most grass-growing diaries in Xiaohongshu, targeting young girls.

hf*, on the other hand, mainly relies on official soft articles to sell anxiety, uses threatening titles, and then proposes irresistible solutions to lure consumers into buying their products.

They recruited a group of writers for this purpose, and their daily task was to write promotional soft articles.

Commonly used titles are:

"Still you think you have a yellow face? I recommend you to use the heaven-defying domestic essence, even my ancestral yellow energy..."

"28 days will make you brighter, even the creative director of LV is using it..."

…

Both of these promotion models are very effective. Luo Xiu thought about it for a long time and finally used the perfect diary solution.

Although the latter has also allowed a new brand to create annual sales of one billion, this kind of market won by selling anxiety, weaving lies, and creating confrontation will eventually die of anxiety, lies, and confrontation.

This is a double-edged sword. While stabbing the enemy, it can also easily hurt yourself.

There are no Xiaohongshu and public accounts yet, and Weibo is the most popular social media.

Luo Xiu planned it on Weibo for two years and was able to easily organize large quantities of grass planting.

Not all products can be planted in this way. For example, electrical appliances are difficult to achieve effectively.

When ordinary netizens saw the planting of electrical appliances, most of them just left it.

But lipstick is different. When you see a good-looking lip makeup, you will be itchy and want to buy the same style.

The premise is that the effect is really good-looking. If you make a green lipstick, no matter how much advertising budget you spend, not many people will be willing to buy it.

After this batch of seeds was sent out, Luo Xiu specially asked people to track the comments below each expert.

Most of the messages are:

"Sister, this color is so pretty, please give me your color number."

"Isn't this the legendary sex act of beheading men? I'm a girl who's also moved by it."

"Leave my wallet alone, I've already bought four lipsticks this month."

"This rotten tomato color really makes the fried chicken look whiter. I like it so much."

…

Seeing these messages, Luo Xiu knew that at least the product quality was passable.

The next plan is to further expand the number of people who grow grass and let ordinary vegans post on Weibo to grow grass.

Every time an order is made, Luo Xiu will ask the customer to join the group via text message.

Then, let customers post their orders to their social accounts through the cashback method.

Girls’ social accounts are used to post selfies. Now that I have bought a new lipstick, I have a reason to post selfies. Besides, there is cashback, so many people will not refuse.

They may not all be beauties, but with carefully adjusted angles and the assistance of photo editing tools, they can always take some good photos.

The fans of their social accounts are usually their friends, and the people they plant grass on are also their friends.

And Amway stories from people around you are often more convincing than stars in commercials.

They will think that any lipstick worn by celebrities will look good, but buying it themselves may not achieve the same effect.

Moreover, the stars in advertisements usually have special effects added, and they can become very beautiful just by saying "duang!".

If the sisters around me look like this after using it, I will look like this after using it.

Although my sisters around me also retouch pictures when posting selfies, I can also retouch pictures. Everyone retouches pictures, which means that no one retouches pictures at all.

On Taobao, you can find a lot of lipsticks of various colors, brands, and prices.

Consumers don't know how to choose.

And lipstick is different from clothing. You can buy it and try it on first, and then return it if you don’t like it.

After trying the lipstick, it is difficult to return it, and it is impossible for the merchant to sell it again after returning it.

Therefore, girls will face a very serious "difficulty in choosing" when buying lipstick online. They are afraid of buying something they don't like and wasting money.

Therefore, you need to have a trustworthy person help you try the lipstick. After seeing the effects of trying it on others around you, you can feel confident buying it yourself.

Li Jiaqi is able to make girls place orders happily, not just by saying "oh, my god", but by constantly trying it in front of the camera, which has won the girls' trust.

In the promotions Luo Xiu did, he did not put "exposure" first, but put "trust" first.

The first thing to consider is whether this can increase consumers' trust in the brand and the product.

Win sales based on trust.

This is why he abandoned the hf*-style bombardment of soft articles.

It’s not that he doesn’t mind that this way of making money will get his hands dirty.

It's this kind of eye-catching title and this kind of exaggerated efficacy promotion that although it can gain huge exposure in a short time, it also consumes the trust of consumers bit by bit.

The ultimate purpose of advertising is to present what you need in front of you.

…

This ultra-era style of play allowed Pinru Beauty Store to quickly approach the rankings with the same dark horse within a month of its launch.

Before this, no beauty brand could grow at such a rapid rate.

Especially her data on the Internet has dumbfounded many brand research institutions.

In their understanding, there is a specific path for brand growth.

No matter what sect you belong to, you must first refine Qi, then build foundation, then forge elixirs, then Nascent Soul, transform into gods... and finally ascend from the ground and become Daluo Jinxian.

However, Pinru, this evil devil who came out of nowhere, actually skipped refining Qi and building foundation, and directly started to form elixirs, and was about to start Nascent Soul and transform into gods.

Some traditional brand people came out and said:

"Don't look at how fast Pinru Lipstick is growing. If you don't lay a good foundation, it won't be popular for long."

"They are too eager for quick success. I have been working on brands for so many years, but I have never seen anything like this."

"The higher you fly, the harder you fall. Just wait and see the good show!"