Introduction of the perfect diary

1. Introduction to Perfect Diary 1. Introduction to the development of perfect diary brand The perfect diary brand was officially established in 2017, and its parent company was Guangzhou Yixian E-commerce Co., Ltd., which was founded in 2016. The founding team mainly consists of three members: founder and CEO Huang Jinfeng, co-founder and COO Chen Yuwen, and co-founder and Vice President of Operations Lv Jianhua. At the beginning of their entrepreneurship, several alumni from Sun Yat sen University, in order to commemorate their alma mater, took the name "Yixian," as the company name of Sun Yat sen, the founder of the school, so they had the later Yixian E-commerce. The perfect diary mainly deals with skin care products, facial mask, cosmetics, lipstick, liquid foundation and other cosmetics products. After just three years of development, perfect diary has leapt from an unknown small company in Guangzhou to the "light of domestic products" of the beauty industry. In March 2017, the perfect diary brand was officially established and Taobao store was launched; In August of the same year, Taobao Store of Perfect Diary was officially upgraded to Tmall Store. In the "Double 11" of Tmall in 2018, the sales of Perfect Diary exceeded 100 million yuan in 90 minutes, and the total sales volume ranked second in Tmall's cosmetics list and first in Chinese beauty brands. In 2019, Tmall "June 18", Perfect Diary ranked first in the "100 million yuan club" and beauty category, with a sales growth rate of 1193%, and became a star brand in the consumer goods industry. In September of the same year, Perfect Diary completed a round of financing, with Hillhouse Capital leading the investment, and Sequoia China and Chinese Culture co-investing. The valuation of this round of financing exceeded $1 billion. This means that at present, China's top two investment institutions are among the shareholders of Perfect Diary. As the first cosmetics brand with sales of more than 100 million yuan in Tmall's "Double 11" in that year, the sales of Perfect Diary exceeded the sales of "Double 11" in 2018 in only 28 minutes. In a survey report released by Tmall, Perfect Diary is the second most popular Chinese brand after "00" fans, second only to Huawei. In April 2020, as the first Chinese-made cosmetics brand to appear on the Tmall Super Brand Day, Perfect Diary bravely broke the daily sales record of Tmall Super Brand and became No.1. The number of fans of the brand across the network exceeded 25 million, and the company's valuation reached 2 billion dollars. 2. Perfect diary brand management characteristics The users of perfect diary are targeted at young women aged 18 to 28, of which 50% are "after 00", "Post 95" accounted for 70%. The meaning of the perfect diary brand is Unlimited Beauty. "Perfect" fits the girl's psychology of wanting to be beautiful, and to some extent, it gives the

2. female consumers the meaning of solving skin problems. The "diary" has the characteristics of privacy, uniqueness and mystery. As a continuous record, it brings a kind of companionship. The brand mission of Perfect Diary is to focus on the exploration, reconstruction and expression of beauty, and provide everyone with a beauty experience that is within reach and beyond expectations. The brand attitude is to pursue perfection -- to pursue perfection, never stop, and create a beauty experience that is within reach and beyond expectations; Explore imagination -- continue to explore, actively imagine, constantly seek the inspiration of beauty, and broaden the boundary of beauty; Express yourself - believe that everyone has unique beauty, encourage and help them to achieve different self-expression; Embrace diversity -- respect the uniqueness of each life and embrace the diversity of beauty. Perfect Diary won many beauty awards: WWD International Beauty Industry Award "Creative Cross-Border Strength Award"; "Best Eye of the Year" Shadow; Ruili "Best selling Ace liquid foundation of the Year"; Ruili "eye black of the Popular Runout King".