Perfect Diary is known as L 'Oré al China, and it is the "light of domestic products" loved by the whole people. However, in the near future, the perfect world created by the perfect diary is on the verge of collapse. Perfect Diary has been in a state of huge losses since its listing, which does not make people worry about the future.
For a new generation of young people who like makeup, the perfect diary not only has a high cost performance, but also has a place in the beauty industry because of its beauty and practicality. Want to keep a perfect diary with more international brands, take the niche route from the rise, but successfully attack and occupy the low-end market, mainly for young consumers.
Perfect Diary was successfully launched as an online shop in Taobao on 20 17, and it is a brand of Guangzhou Yixian E-commerce Company. However, just four years after the establishment of Perfect Diary, its parent company was officially listed in new york in June 2020 165438+ 10/9, and Perfect Diary became the youngest rookie in the cosmetics industry in China.
The perfect diary rises rapidly. After its establishment, it used the popularity of Xiaohongshu to accumulate popularity among young people. Vigorously promote it on well-known apps such as Xiaohongshu, let more young people know, and use the star effect to increase exposure. When the product has a certain response, use the red envelope temptation again to let customers buy again.
Not only successfully gathered customers, but also established the image of products in the hearts of customers. At the same time, Perfect Diary adopts the business model of O2O, combining online and offline, and gradually develops into a national chain store. The rise of the perfect diary has an absolute relationship with its perfect operation experience, which other enterprises can't imitate.
The perfect diary is not only affordable, but also very online in soft packaging. Combined with the skin color characteristics of Asian women, it is also comparable to big brands in the external design of packaging. 20 18 is an important turning point in the development history of perfect diary. Its market value has rapidly increased to 4 billion dollars, and its sales volume has hit several firsts in 20 19.
In the first half of 2020, the perfect diary still showed rapid growth, but the painting style changed suddenly after the fourth quarter. The first perfect diary of beauty once fell off the altar, with a net loss of11570,000 yuan. Especially after165438+1October 19 went public, the profitability was not impressive due to the large increase in product investment.
Perfect Diary's financial report data in the fourth quarter of 2020 shows that although the annual profit was 5.23 billion, the net loss reached 2.688 billion yuan. Generally speaking, although the profit of Perfect Diary is very beautiful, and even refreshed the growth rate of cosmetics in China, a large amount of marketing expenses directly led to the increase of the cost of Perfect Diary.
As of September 3rd, the share price of Perfect Diary has dropped to $5.56/share, while the market value has evaporated by 9 billion, and the loss is still expanding. The sales model of Perfect Diary has also been imitated by other domestic products. After the rise of domestic products such as China and L 'Oreal, the perfect diary no longer exists.
In particular, China, which has been focusing on the national trend, is not only rich in funds, but also has its own unique patented technology. After seizing the market quickly, the sales of Perfect Diary will reach 3 billion in 2020. The valuation of flowers has reached 74.342 billion in 202 1, and its uniqueness and specificity are enough to compete with the perfect diary.
The rapid rise of other domestic products has also greatly impacted the perfect diary. In order to increase sales, companies can only increase investment, and even rich companies can't stand this kind of consumption mode. Using Yixian as an e-commerce company is also inadequate. We must seize the opportunity and find a development path that suits us.
Beauty cosmetics is recognized as a profiteering industry. Perfect Day has always claimed to be the brand of online celebrities. Although it has a good profit effect, such products will soon be assimilated. Perfect Diary must go to online celebrity to make its own flagship product, so that consumers can form a dependence on multiple products, so as to develop for a longer time.