The pursuit of perfection, exploration of imagination, expression of self, respect for diversity, on April 8, the third anniversary of the perfect diary makeup, the official external release of brand upgrading strategy, the launch of a new brand visual image, reinterpretation of the brand of "beauty without limits" understanding.

They also decided to make April 14 this year a brand promotion day. On this day, Perfect Diary will launch a fierce discount and welfare promotion activities in the Tmall flagship store. In order to enhance the enthusiasm for pre-sale, it will also offer several free seats and hundreds of limited gift boxes as lucky draws to reward fans. More than 50 offline stores across the country will also carry out the third anniversary promotion.

Brands need a long-term emotional connection. The three-year-old Perfect Diary not only has sufficient stock, launched good new products in advance, released open-screen advertisements in core channels, but also invited four cutting-edge artists to create four unique brand paintings, in order to further express the brand's "diversified thinking" on beauty, and stimulate the emotional resonance of the new generation of consumers after 1995.

Founded in April 2017, this beauty brand has become the most eye-catching "dark horse" on the Taobao beauty circuit in just a few months. Standing on the rolling tide of new consumerism, Perfect Diary relies on the developed domestic e-commerce system, the system advantage of made in China, the access advantage of community traffic, the founding team with rich experience in e-commerce, quickly become the leader of domestic beauty brand. In 2019, it won the top spot in Tmall's makeup promotion in 2019.

The capital market also recognizes this local cosmetics company which has the best chance to join the international first-tier cosmetics group. Yixian E-commerce, the parent company of Perfect Diary, has completed three rounds of financing, almost covering well-known investment institutions including Hillhouse, CMC and Gaorong, etc. According to a recent report by foreign media The Information, Tiger Global Management led two private equity funds, Hopu and Boyu, to invest $100 million in Yixian E-commerce, which is valued at $2 billion.

Matching such market value, perfect diary of course can not only rely on made in China + China consumption, simply tell the surface story of cost performance, IP co-branding and traffic operation. How to make the leap from manufacturing in China to RD in China? More diversified channels, larger RD investment and production base construction, as well as a multi-brand development strategy, are all new hurdles for Perfect Diary and its parent company to cross in the next stage.

However, each difficulty corresponds to the dividend of The Times, such as the booming development of new retail business in China, the channel dividend of social e-commerce and the sinking market, and the policy encouragement of local government for industrial clusters with technical barriers.

Taking supply chain and channel as key words, we focused on sorting out the key actions of Perfect Diary in the past year, trying to find out the mystery of their rapid rise: what they have accumulated, what direction they are working towards, and what environmental dividends they have made full use of.