In recent years, more and more people have realized the importance of personal appearance, and the number of beauty products that can enhance their image has also increased year by year, thus driving the development of China's cosmetics market. In less than three years since its establishment, Perfect Diary has become a leader in the Chinese cosmetics market with its own ability, occupying a place in the market, and the achievements are hard-won. This paper introduces the brand marketing strategy of Perfect Diary and the development experience of the Perfect Diary, analyzes the problems existing in its development and proposes an optimization plan.

Use high-quality idols to boost brand influence
Perfect Diary pays great attention to the use of high-quality idols and fan economy to enhance the influence of the brand.

waterproof lengthening mascara
After Perfect Diary launched the waterproof and lengthening mascara, it invited the well-known artist Lin Yun to promote it on Weibo in a down-to-earth way, which attracted the attention of a large number of fans and beauty lovers. The mascara was instantly out of stock 5 times within 3 months , and won the Mascara Popularity Award at the "Bazaar Beauty Awards" in 2018.

Having tasted the sweetness brought by idols, great Perfect Diary brand began to focus on the use of fan economy 1 (fan economy is a new term that has emerged in recent years, referring to the business income-generating behavior based on the relationship between fans and followers, most of whom are stars , idols and industry celebrities, etc.). On August 23, 2018, Perfect Diary announced the popular idol Zhu Zhengting as its lip makeup spokesperson on Weibo, which aroused the attention of a large number of fans and broke the record of millions of retweets on the official Weibo [4] . While the eyes of fans are still focused, famous Perfect Diary brand immediately launched the new "Little Black Diamond" lipstick endorsed by Zhu Zhengting. At the same time, in order to continue to capture the hearts of fans, success of Perfect Diary brand will also carefully design various details. Created a good image for fans. After successfully breaking into the fans, Perfect Diary began to set up 4 mission levels, using the fan economy to make fans take out their wallets to actively buy products in order to support idols. Helping idols to unlock support missions, in addition to unlocking the hard photos and TVCs taken by Chen Man, can also allow idols' photos to be placed on big-name advertisements in 5 cities subways and on the big screen of Shanghai Bund Aurora. This model is novel and interesting. It not only increases the popularity of idols, but also brings economic returns to the brand side. It also enables fans to gain inner satisfaction from supporting idols, as if they are one step closer to idols.
When the "Tmall 99" promotion day came, the little black diamond lipstick endorsed by Zhu Zhengting set a sales record of 24,000 pieces in 60 seconds as soon as it went on sale, and the little black gift box was sold out in 3 seconds

Use offline experience stores to increase user experience
For a long time, Perfect Diary has been operated and operated through e-commerce channels [5] . From July to September 2017, Perfect Diary opened three pop-up stores in Beijing and Shanghai in order to improve customer experience. Until January 19, 2019, Perfect Diary focused on Grand View Plaza in Guangzhou and opened opened the first offline experience store[6]. Whether it is opening a pop-up store or the first offline experience store, in addition to displaying various popular products in the store, good Perfect Diary brand will also provide customers with a better experience, specially equipped with a number of make-up artists on site to assist consumers Try makeup, and invite well-known models and beauty fashion bloggers to ignite the atmosphere on the first day of store opening to attract more traffic.

Looking at all kinds of domestic brands, it is difficult to find a second brand that is better than Perfect Diary brand in terms of marketing. It can often play new tricks in marketing and attract a large number of fans. From Xiaohongshu, which uses viral marketing, to fan economy, combined with the O2O marketing model to open offline experience stores, to camouflaging insufficient inventory and needing to rush to stimulate consumers’ hunger marketing, Perfect Diary brand has brought marketing to its fullest. Through various marketing strategies, I have deeply imprinted my brand into the hearts of many beauty lovers. Now we can properly reduce marketing, avoid numbness and resistance of consumers, and reduce cost input.
At the same time, when the marketing strategy is applied to a certain stage and people's sense of novelty is gradually lost, it is difficult to attract people's attention without more novel marketing methods.
Instead of constantly spending a lot of money on advertising and figuring out marketing strategies to attract new customers, retaining existing customers is the key. Modern marketing pursues customer orientation, pays attention to customers' feelings and evaluations of products and after-sales services, and considers the interests and values ​​of customers, which is both economical and practical. On the basis of retaining old customers, Perfect Diary brand can do proper marketing.
Excessive marketing not only brings resentment and resistance to consumers, but also reflects the lack of core competitiveness of enterprises. Acquiring long-term proactive core competencies in a highly competitive market