Discussing the Application of 4Is Principle Under the Context of China—with Perfect Diary as an Example

DOI

10.2991/978-2-494069-31-2_202How to use a DOI?

Keywords

internet; integrated marketing communication; 4Is; Perfect Diary

Abstract

Internet development has allowed the e-commerce industry to grow and consumers to fulfill their wants through online shopping. However, as more and more information is available online, companies must differentiate from others. Integrated communication marketing (IMC) allows businesses to transmit unified customer-centric messages through levels of channels to touch different customer segments. This article will discuss the IMC concept under the context of the internet by using the 4Is principle: interesting, interaction, interest, and individuality through the example of Perfect Diary. Perfect Diary, founded in 2017, is a domestic cosmetics company targeted at the young generation who became the top seller in the “double eleven” in three years. Perfect Diary used to be an internet company and then transformed into e-commerce, which understands how to take advantage of the internet. Through exploring Perfect Diary’s public and private traffic, the 4Is principle was achieved. By investigating the effort that Perfect Diary allocates, other domestic companies could catch the pace of having a customer-centric message and boost their sales effectively. In summary, the communication strategy that Perfect Diary utilized matched the 4Is principle perfectly: by integrating the hot topics with its products through interesting tweets like ASMR, painting, tarot, and real-time campaigns, Perfect Diary engaged its customer; by satisfying both influencers and customer through PR boxes and lottery as well as the discount coupon, Perfect Diary achieve the principle of interests; by developing “AI testing” and customized offline makeup, Perfect Diary meets the need of individuality.

Copyright

© 2022 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Xiaoqi Cai
PY  - 2022
DA  - 2022/12/29
TI  - Discussing the Application of 4Is Principle Under the Context of China—with Perfect Diary as an Example
BT  - Proceedings of the 2022 6th International Seminar on Education, Management and Social Sciences (ISEMSS 2022)
PB  - Atlantis Press
SP  - 1722
EP  - 1728
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-31-2_202
DO  - 10.2991/978-2-494069-31-2_202
ID  - Cai2022
ER  -