The growth motivation of perfect diary

1. From $16 billion to $400 million, "Oscar in the beauty industry", how is the perfect diary refined? The stock market has not been peaceful recently, especially overseas Chinese stocks. On the basis of the collapse last year, there was another wave of decline, including the new stars in the new consumption field. For example, Perfect Diary, its parent company Yixian E-Commerce, has a market value of up to US $16 billion since its listing last year, and then has dropped to US $400 million today, evaporating nearly 100 billion yuan! In such a low period, people almost forgot the past highlights of the perfect diary. 01 Listed three years after its establishment, The super growth history of perfect diary Huang Jinfeng, the founder of Perfect Diary, served as the coo of the beauty brand Yunifang in the early stage, and later founded Yixian E-commerce with three other alumni of Sun Yat-sen University to establish Perfect Diary. In March 2017, Perfect Diary went online at Taobao Store and Tmall flagship store in August of the same year, thus officially entering the beauty e-commerce field. After more than one year's exploration, Perfect Diary has become popular. In 2018, the sales volume of Perfect Diary exceeded 100 million in 90 minutes; By the November 11, 2019, Perfect Diary Tmall will surpass the sales of the whole day of the November 11, 2018 in only 28 minutes, become the first cosmetics brand with sales of more than 100 million, and become a star in the beauty industry at one time. With its outstanding performance, Perfect Diary has been listed on the list of Tmall Gold Makeup Awards and is known as the "Oscar in the beauty industry". This is an incredible achievement for a domestic brand that has just been established for three years. As a beautiful dark horse, Perfect Diary has naturally attracted many investors, including Zhenge Fund, Sequoia Capital, Hillhouse Capital and other well-known institutions. Not only that, the parent company of Perfect Diary, Yixian E-Commerce, also quickly launched the listing process, and finally registered in the US stock market in November 2020, with a maximum market value of more than US $16 billion.

2. 02 Chinese goods tide, product substitution and excellent marketing, The growth motivation of perfect diary The reason why the perfect diary is growing at an amazing rate is the combination of many factors. In my opinion, there are mainly several aspects. First of all, the trend of domestic products has poured into the beauty industry. In the past, based on years of strength accumulation, international brands have absolute advantages in various industries. People generally think that "the moon in foreign countries is relatively round". However, with the growth of domestic brands, the new generation has become one of the mainstream consumer groups, and the patriotic complex has begun to spread in the brand circle. Domestic brands have gradually become a force that can compete with international brands. Domestic brands in the beauty industry also have opportunities to emerge. Moreover, the beauty industry itself has entered a period of rapid growth. The data shows that the size of the national beauty market will reach 500 billion in 2022, and the future growth space is also very clear. On the high-speed track, there can be black horses in the industry such as perfect diary. epilogue In fact, the problem faced by Perfect Diary is not unique, but common to many new consumer brands. As long as the brand pays enough attention, there is hope of gradual solution. From the perspective of the industry, domestic brands are still small in the beauty track. According to Xiaohongshu's 2020 Beauty Insight Report, only 7.8% of the beauty content on the Xiaohongshu platform comes from domestic brands. From small crowd to the public, it is the imagination space for the growth of domestic brands. Naturally, there is a chance to perfect the diary. As a new star in the beauty circle, I believe

3. that the perfect diary can survive the pain of growth, and even become a real light of domestic products.