As an emerging brand founded in 2016, Perfect Diary is a success.
During the 2018 Tmall 99 promotion, Perfect Diary ranked first in the beauty industry in terms of sales volume, and even big brands such as L'Oreal couldn't catch up with it.
On Tmall Double 11 in 2018, sales exceeded 100 million within 1 hour and 28 minutes, making it the first beauty brand in the history of Tmall Beauty with a turnover exceeding 100 million.
In January 2019, Perfect Diary ranked 7th in terms of monthly beauty sales on Tmall. Even big brands such as Givenchy, Shiseido and Lancome can only follow behind it.
It has only been established for more than three years, and has repeatedly won the favor of investment giants such as Hillhouse Capital and Sequoia Capital. On April 1 this year, less than half a year after the last round of financing, the Perfect Diary received another US$100 million in financing led by Tiger Global Fund, and the following investors were also big names such as Hopu Investment and Boyu Capital. After this round of financing, Perfect Diary’s valuation reached US$2 billion, doubling its valuation in September last year. Some investors said that the Perfect Diary is popular in the capital market, there is no need to grab it, and ordinary institutions simply cannot enter.
The so-called time makes heroes, and Perfect Diary "perfectly" stepped on the wind of "her economy" and flourished. How can it develop so well beyond other domestic make-up brands?
The most basic and crucial point: quality
Products of the perfect diary are very competitive and smart. Because from the very beginning, Perfect Diary aimed at top international brands and wanted to compete with them. Everyone should know that my country is a big manufacturing country, and first-tier brands, including luxury brands, basically have OEMs in China. Perfect Diary has found OEMs for international first-tier beauty brands to ship from the very beginning.
At present, the three main founder of the Perfect Diary are the foundries of Estee Lauder, Dior, Chanel, YSL, Armani, La Mer and other well-known international first-line beauty brands. After decades of history, these foundries are actually quite mature in terms of manufacturing processes and other processes, and they can do a better job in quality control.
For a new brand with no foundation, standing on the shoulders of giants is undoubtedly the fastest way to gain a foothold.
With the foundation of product quality, high quality of the Perfect Diary products can vigorously promote it, using low and affordable prices to reduce the distance between consumers and consumers, and at the same time, do crazy things for yourself on the traffic platforms where young people gather. advertise. Especially Little Red Book.
Ninety percent of Xiaohongshu's users are young women. For the post-90s consumer groups, the symbols that can represent them must be more dynamic and individual brands. It perfectly matches the user positioning of Perfect Diary.
As long as you search for "Perfect Diary" in Xiaohongshu, you will be able to see full of celebrities with goods, top KOLs, and real-life evaluation notes of amateurs.
The way of celebrities bringing goods + beauty bloggers bringing goods + amateurs bringing goods allows you to immerse yourself in the atmosphere of the Perfect Diary being brought by the whole people... Several times, products that you obviously thought were unattractive at the beginning turned out to be too much after seeing too much. They all tasted their beauty, and silently clicked on a certain treasure to place an order.
In addition to the operation of the platform, Perfect Diary also plays the fan economy smoothly. Now the hottest topic is "idol trainees". Before that, Perfect Diary signed Zhu Zhengting, who made his sixth debut among idol trainees, as the brand's first image spokesperson, and launched a "pearl sugar color" lipstick named after fans. .
