| The great change of the new media environment has brought a new consumption path for the Z generation.Today’s post-95 s and post-00 s have a stronger demand for beauty than other generations.The economy of appearance is heating up,and the cosmetics industry is gaining momentum.The competition has also become very fierce.To stand out among many brands,traditional offline operations are no longer suitable for consumption patterns in the new media environment.Perfect Diary,as an online makeup brand,its excellent new media operation ability has made it the first domestic makeup brand in just three years,with annual sales exceeding 3 billion,winning many honors,and its status and popularity have skyrocketed.It has become the light of domestic products among domestic beauty brands.With the rapid rise of short videos,rich media communication integrating video,audio,dynamic images,etc.is more suitable for the makeup industry.Perfect Diary is the first to emerge from the new domestic brands,accompany and understand users attentively,and use the short video platform to show the cultural core of the brand,From the KOL launch of Xiaohongshu,the operation of We Chat private domain traffic,and now the operation of the Tik Tok short video platform,every step of Perfect Diary is regarded as a textbook in the industry.This paper takes the operation strategy of Perfect Diary on the Tik Tok short video platform as the research object,sorts out relevant literature at home and abroad and theories such as short video operation and business model,and adopts statistical analysis method and questionnaire method to analyze the operation strategy of Perfect Diary on Tik Tok platform.Do an in-depth analysis.The study found that Perfect Diary created a matrix account on the Tik Tok platform,released vivid and interesting plot content to attract traffic,and held various online activities from time to time to increase user stickiness and achieve the purpose of Tik Tok community operation.At present,the professional operation of short video is still in development,and no standard norm has been formed.Although Perfect Diary has accumulated rich experience in new media operation before,it still has many shortcomings in the operation of Douyin platform.This paper makes an in-depth analysis of the current situation of Perfect Diary’s operation,combined with the relevant theories of short video operation,and puts forward optimization suggestions on the operation strategy of Perfect Diary Tik Tok platform.The five operational sectors of the data can provide some reference for domestic beauty brands,help them improve the operation strategy of the short video platform,and better realize the brand development in the new media environment. |
