The perfect diary hasn't reached its peak yet

  

The perfect diary hasn't reached its peak yet. Even during the epidemic - many beauty brands closed - the DTC Unicorn company successfully completed a round of financing and officially listed on the New York Stock Exchange, raising its market value from $4 billion in September 2020 t

With its smart digital strategy and innovative cooperation, perfect diary conquered the Chinese market, broke tmall's record and beat Western competitors in sales.

By 2025, the beauty market in Southeast Asia is expected to reach US $47.1 billion. Perfect diary chose this region as its first overseas destination. In just one year, the brand has been among the best in the makeup categories in Malaysia, Singapore and Vietnam.

Although the "perfect diary" has made tentative moves in the west, different consumer behaviors, other challengers of Chinese beauty and the stereotype of "made in China" may slow its global growth.

"Perfect diary" is a model of Chinese beauty. Founded in 2016, the brands owned by Yatsen group quickly conquered the Chinese cosmetics market with skilled marketing strategies and a deep understanding of what young consumers really like.

The five-year-old behemoth grew at an alarming rate. In 2018, it became the first brand with sales exceeding 100 million yuan ($15 million) on Alibaba singles day. The next year, it broke its own record in a very short time and became the first domestic brand to enter the "double 11" beauty category of tmall, beating l'or é Al and Maybelline.

The perfect diary hasn't reached its peak yet. Even during the epidemic - many beauty brands closed - the DTC Unicorn company successfully completed a round of financing and officially listed on the New York Stock Exchange, raising its market value from $4 billion in September 2020 to $7.82 billion two months later.

With the closure of the domestic market, the perfect diary is now looking for the rest of the world. Of course, it's easier said than done. Next, Jing daily will examine the strategies of perfect diary at home and abroad, and whether these strategies can pave the way for the victory of c-beauty brand on the international stage.

The winning formula of perfect diary in China

Yatsen's star actors often work with a variety of collaborators, from the well-known Oreo and discovery channel to "little fresh meat" artists such as Liu Yu and Zhu Zhengting of into1, making headlines. At the same time, it has also established a powerful emerging KOL and Kocs network through social applications such as small red book and Tiktok to expand its community coverage.

Another highlight of the perfect diary is its ability to turn public transportation into private transportation. To achieve this goal, the Guangzhou based company first encouraged customers to add their personal wechat accounts. Then, it uses virtual Kocs to impersonate beauty consultants and online friends to publish product reviews and exclusive promotions to encourage re purchases. Although Chinese companies have long used wechat groups to contact consumers, Allison malmsten, marketing director of Daxue consulting, said that the perfect diary is the first website to make private traffic famous in the world.

"The [perfect diary] gives consumers a lot of access to groups, where group audits are automated through virtual Koc, making their private traffic strategy very scalable," she said With thousands of wechat groups and up to 500 people in each group, the brand has successfully gathered a large number of loyal followers.

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