Digital marketing for Chinese beauty industry

As of Nov 11 approaches, the Chinese beauty industry is bound to be flooded with consumers. Here is how Laneige (卡兰姿)’s Chinese Marketing Strategy of Perfect Diary on WeChat helps it stand out:

1. Regular user interaction Customer Service (小完子 and 小美子) in WeChat groups can interact with users through Live Streaming, ads, product recommendations, etc daily. By appealing to Chinese User Interest, the User Retention rate remains stable.

2. Drive traffic to the online store Giving out coupons to new users, red packets and creating the urge to buy (种草) drives users to Laneige’s store. Users may also reach the store via its Official Account.

3. Free trial Give out free samples of yet-to-be-launched products for users to try out, and improve the product before real launch.