DTC Brand Perfect Diary Social Media Based Content Marketing Analysis

In recent years,the introduction of the DTC marketing model has led more and more brands to adopt content marketing to engage in direct dialogue with consumers,and DTC(Direct to Customer)brands have grown up in new channels such as social media and vertical APPs,using social media to communicate directly with consumers,rapidly building brand awareness and opening up the market.Direct to Consumer is the keyword of DTC brands.Many DTC brands have used social media and e-commerce platforms to reach out to consumers and achieve brand building and consumer conversion.Perfect Diary is a typical representative of DTC brands.However,recently,Perfect Diary submitted its first financial report after going public,with a huge loss of 2.7 billion RMB,which made people reflect on the two sides of its marketing model.In addition,consumers have been complaining about Perfect Diary's excessive marketing and false marketing.The explosive growth of content marketing is not entirely positive,as more and more consumers are complaining about over-marketing and false marketing by brands,and many opinion leaders are gaining a significant following by publishing blacklists and other activities.Therefore,how to create,control and manage content marketing is an important issue that brands,especially DTC brands,need to think about and solve urgently.This paper will take Perfect Diary's content marketing model as the research target and delve into the two sides of its content marketing model on social media platforms.The analysis techniques follow the pattern-matching logic,which(Tr ochim,1989)matches patterns based on empirical evidence with patterns based on prediction.Through the eight steps of Kotler's content marketing,we sort out a series of problems encountered in its marketing promotion,explore the extension and connotation of content marketing through multiple case studies,learn from the successful marketing experience of outstanding brands,and make suggestions for optimizing and improving the content marketing.