{"id":50661,"date":"2021-03-12T09:02:16","date_gmt":"2021-03-12T01:02:16","guid":{"rendered":"https:\/\/daxueconsulting.com\/?p=50661"},"modified":"2022-08-25T23:57:17","modified_gmt":"2022-08-25T15:57:17","slug":"perfect-diary-in-the-western-market","status":"publish","type":"post","link":"https:\/\/daxueconsulting.com\/perfect-diary-in-the-western-market\/","title":{"rendered":"C-beauty gone global: Behind Perfect Diary\u2019s western market entry strategy"},"content":{"rendered":"\n<p>If you are looking for a brand that best represents the craze of C-beauty consumption in 2020, Perfect Diary has no rivals. Founded in 2017, the Chinese makeup brand Perfect Diary gained widespread support on social media, with its unique brand positioning \u201chigh-end quality at a lower price point\u201d. Its products mainly range from lipsticks, eyeshadow palettes, foundation, and brushes and so on. During the Alibaba\u2019s Double-11 shopping holiday in 2019, the brand managed to <a href=\"https:\/\/www.china.org.cn\/business\/2021-02\/04\/content_77188634.htm\">generate 15.4 million USD<\/a> in sales within 13 minutes. Now, the C-beauty brand has turned its attention to outside China, the potential for Perfect Diary in the western market is wide open.<\/p>\n\n\n\n<p>Because of such quick success, Yatsen (\u9038\u4ed9\u7535\u5546), Perfect Diary\u2019s parent company, became one of the most successful companies in the <a href=\"https:\/\/daxueconsulting.com\/make-up-market-in-china\/\">beauty industry in China<\/a>. On November 19<sup>th<\/sup>, 2020, shares of Yatsen Holding debuted on the NYSE and increased almost 75% from an opening price of $10.50 to <a href=\"https:\/\/finance.yahoo.com\/chart\/YSG#eyJpbnRlcnZhbCI6ImRheSIsInBlcmlvZGljaXR5IjoxLCJ0aW1lVW5pdCI6bnVsbCwiY2FuZGxlV2lkdGgiOjE3LjA1ODgyMzUyOTQxMTc2NCwiZmxpcHBlZCI6ZmFsc2UsInZvbHVtZVVuZGVybGF5Ijp0cnVlLCJhZGoiOnRydWUsImNyb3NzaGFpciI6dHJ1ZSwiY2hhcnRUeXBlIjoibGluZSIsImV4dGVuZGVkIjpmYWxzZSwibWFya2V\">the closing price of $18.40<\/a> on the first day of listing, according to Yahoo Finance. While its products stand out because of their unique design, Perfect Diary&#8217;s success is largely attributed to its edgy market strategies. This article discusses how Perfect Diary markets itself in China and potential strategies of Perfect Diary in the Western market.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Can Perfect Diary\u2019s China market strategy convert to the west?<\/h2>\n\n\n\n<p>Perfect Diary\u2019s <a href=\"https:\/\/daxueconsulting.com\/perfect-diary-case-study-how-this-chinese-makeup-brand-got-to-the-top\/\">China market strategy<\/a> is famous for being a pioneer of private traffic, which is equivalent to a \u201cVIP customer emailing list\u201d or a personalized coupon code in western countries. Since most Chinese customers don\u2019t use emails to check brand promotions, Perfect Diary has created <a href=\"https:\/\/daxueconsulting.com\/perfect-diary-case-study-how-this-chinese-makeup-brand-got-to-the-top\/\">a fictional avatar \u201cXiao Wanzi\u201d<\/a> on WeChat that connects with customers and operates WeChat groups to cultivate a loyal customer base. Some of the C-beauty brand\u2019s other China market strategies include:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Working with KOCs<\/strong> or micro-influencers on platforms like Xiaohongshu (\u5c0f\u7ea2\u4e66). For example, when Perfect Diary launched Daydream, a new product launched for Chinese Valentine\u2019s Day, they collaborated with <a href=\"https:\/\/walkthechat.com\/how-does-xiaohongshu-marketing-work-a-cosmetics-brand-case-study\/\">over 150 KOCs<\/a>. The majority of these KOCs have less than 10,000 followers..<\/li><li><strong>Culture-focused co-branding<\/strong>, such as the 2018 collaboration with &nbsp;<a href=\"https:\/\/medium.com\/beautytech-jp\/four-up-and-coming-chinese-cosmetics-brands-hot-on-the-heels-of-perfect-diary-1193d76a6844\">the British Museum<\/a> for an eyeshadow palette released exclusively for the <a href=\"https:\/\/daxueconsulting.com\/double-11-2020-results\/\">Double-11<\/a> shopping extravaganza. Working with large intellectual property (IP) not only wins traffic, but it also allows Perfect Diary to stand out by bringing out products that are in line with sophistication, novelty and diversity, which Gen-Z care about most. In 2020, Perfect Diary worked with the Chinese Discovery Channel to design its animal-themed eye shadow, featuring different animals including panda that the Chinese regard as the \u201cnational treasure\u201d.<\/li><\/ul>\n\n\n\n<p class=\"has-text-align-center\"><strong><a href=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/03\/Perfect-Diary-China-market-strategy-report-by-daxue-consulting-1.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">Click to download our report on Perfect Diary&#8217;s China market strategy<\/a><\/strong><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full is-resized\"><a href=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/03\/Perfect-Diary-China-market-strategy-report-by-daxue-consulting-1.pdf\"><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/03\/Perfect-Diary-China-market-strategy-daxue-consulting.jpg\" alt=\"Perfect Diary's China market strategy\" class=\"wp-image-50774\" width=\"336\" height=\"186\" srcset=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/03\/Perfect-Diary-China-market-strategy-daxue-consulting.jpg 1342w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/03\/Perfect-Diary-China-market-strategy-daxue-consulting-300x166.jpg 300w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/03\/Perfect-Diary-China-market-strategy-daxue-consulting-800x444.jpg 800w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/03\/Perfect-Diary-China-market-strategy-daxue-consulting-768x426.jpg 768w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/03\/Perfect-Diary-China-market-strategy-daxue-consulting-1320x732.jpg 1320w\" sizes=\"(max-width: 336px) 100vw, 336px\" \/><\/a><\/figure><\/div>\n\n\n\n<div class=\"wp-block-file aligncenter\"><a href=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/03\/Perfect-Diary-China-market-strategy-report-by-daxue-consulting-1.pdf\" class=\"wp-block-file__button\" download aria-describedby=\"wp-block-file--media-7def7f74-cade-4deb-98f6-bacd4b1e04c8\">Download our report on Perfect Diary&#8217;s China market strategy<\/a><\/div>\n\n\n\n<p>We know these marketing strategies work spectacularly well in China, the question is, how can Perfect Diary adapt their strategy for the west?&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" data-src=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/03\/\u5927\u82f1\u535a\u7269\u9986x\u5b8c\u7f8e\u65e5\u8bb0.jpeg\" alt=\"Perfect Diary x British Museum eyeshadow palette released in 2018, Tmall\" class=\"wp-image-50718 lazyload\" width=\"380\" height=\"375\" data-srcset=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/03\/\u5927\u82f1\u535a\u7269\u9986x\u5b8c\u7f8e\u65e5\u8bb0.jpeg 760w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/03\/\u5927\u82f1\u535a\u7269\u9986x\u5b8c\u7f8e\u65e5\u8bb0-300x296.jpeg 300w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/03\/\u5927\u82f1\u535a\u7269\u9986x\u5b8c\u7f8e\u65e5\u8bb0-45x45.jpeg 45w\" data-sizes=\"(max-width: 380px) 100vw, 380px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 380px; --smush-placeholder-aspect-ratio: 380\/375;\" \/><\/figure><\/div>\n\n\n\n<p><em>Source: Perfect Diary x British Museum eyeshadow palette released in 2018, Tmall<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Perfect Diary\u2019s Western market entry strategy<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Influencer marketing: Working with beauty influencers on YouTube<\/h3>\n\n\n\n<p>In an attempt to break into the highly competitive western beauty market, Perfect Diary started to work with beauty Youtubers. On November 20th, 2020, just a day after Yatsen Holdings (Perfect Diary\u2019s parent company) went public on NYSE, Kelly Strack, a famous beauty guru with over 886K subscribers posted a <a href=\"https:\/\/youtu.be\/9fOD09iThQ0\">video<\/a> named \u201cTesting New Makeup Brand Perfect Diary\u201d in collaboration with Perfect Diary.<\/p>\n\n\n\n<figure class=\"wp-block-embed aligncenter is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"TESTING NEW MAKEUP BRAND PERFECT DIARY | HIGH END MAKEUP AT AN AFFORDABLE PRICE?!\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/9fOD09iThQ0?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><figcaption>Beauty influencer Kelly Strack&#8217;s Perfect Diary promotion video<\/figcaption><\/figure>\n\n\n\n<p>This is one of the first American Youtubers that Perfect Diary worked with, and the outcome is encouraging: this review video attracted over 50K views and over 300 comments. The majority of the comments about the brand are something along the lines \u201cI have never heard of this brand, thanks for sharing\u201d. According to <a href=\"https:\/\/trends.google.com\/trends\/explore?q=perfect%20diary&amp;geo=US\">Google Trend<\/a>s, web searches have been climbing, and reached a new high around the time of the video. Due to the timing of being published only a week before Black Friday, Perfect Diary was able to gain a wider consumer base and a possible sales boost.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" data-src=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/03\/daxue-consulting_perfect-diary-global-market-strategy_baidu-index.jpg\" alt=\"Perfect Diary\u2019s web search interest index, Google Trend, 2021\" class=\"wp-image-50719 lazyload\" width=\"700\" height=\"220\" data-srcset=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/03\/daxue-consulting_perfect-diary-global-market-strategy_baidu-index.jpg 993w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/03\/daxue-consulting_perfect-diary-global-market-strategy_baidu-index-300x94.jpg 300w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/03\/daxue-consulting_perfect-diary-global-market-strategy_baidu-index-800x250.jpg 800w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/03\/daxue-consulting_perfect-diary-global-market-strategy_baidu-index-768x240.jpg 768w\" data-sizes=\"(max-width: 700px) 100vw, 700px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 700px; --smush-placeholder-aspect-ratio: 700\/220;\" \/><\/figure><\/div>\n\n\n\n<p><em>Data<\/em> s<em>ource: Google trends, Perfect Diary global web search interest index, 2021<\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Celebrity endorsements: Appointing Troye Sivan as the face of its eye shadow collection and collaboration with the Flaunt Magazine<\/h3>\n\n\n\n<p>In October 2020, Perfect Diary <a href=\"https:\/\/www.youtube.com\/watch?v=EQrjUPmwrVo\">appointed Troye Sivan<\/a> as its latest brand ambassador for the animal eye shadow collection. Although this campaign was officially promoted in China, the campaign videos featuring the eminent music artist was uploaded all over online platforms in western countries such as Twitter, YouTube and Instagram. The population base is much smaller in Western countries, but the market for beauty products is relatively more saturated than in China. Having products promoted indirectly on Western social media platforms is an effective channel to westward expansion without setting up bricks-and-mortar stores early on in the expansion process.<\/p>\n\n\n\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-background\" style=\"background-color: #1e497c;\" href=\"https:\/\/daxueconsulting.com\/newsletter-2\/\"><span style=\"color: #ffffff;\">Stay updated on China business trends, subscribe to our newsletter <\/span><!-- a--><\/a><\/div>\n\n\n\n<p>Moreover, in an <a href=\"https:\/\/flaunt.com\/content\/emilia-clarke\">&nbsp;interview with Emilia Clarke<\/a>, Flaunt Magazine used Perfect Diary makeup products. As the interview page or the video description page does not indicate that this is a collaboration between Flaunt Magazine and Perfect Diary, this is one of many first big moves\/success for Perfect Diary. Although Perfect Diary is a fledgling makeup brand in the Western market with a limited market share, mainstream Western magazines have begun to use their products on large-scale shooting scenes. Undoubtedly, this is a kind of special recognition for the early stage of Perfect Diary\u2019s western market entry process, which will also lay the foundation for the subsequent market development.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img decoding=\"async\" data-src=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/03\/daxue-consulting_perfect-diary-global-market-strategy_flaunt-magazin-800x535.jpg\" alt=\"Source: Flaunt Magazine, Instagram, 2019, Perfect Diary in the west being noticed by foreign models is a big step for the C-beauty brand\u2019s global market strategy\" class=\"wp-image-50721 lazyload\" width=\"600\" height=\"401\" data-srcset=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/03\/daxue-consulting_perfect-diary-global-market-strategy_flaunt-magazin-800x535.jpg 800w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/03\/daxue-consulting_perfect-diary-global-market-strategy_flaunt-magazin-300x201.jpg 300w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/03\/daxue-consulting_perfect-diary-global-market-strategy_flaunt-magazin-768x514.jpg 768w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/03\/daxue-consulting_perfect-diary-global-market-strategy_flaunt-magazin-272x182.jpg 272w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/03\/daxue-consulting_perfect-diary-global-market-strategy_flaunt-magazin.jpg 809w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/401;\" \/><\/figure><\/div>\n\n\n\n<p><em>Source: Flaunt Magazine, Instagram, 2019, Perfect Diary being noticed by foreign models is a big step for the C-beauty brand\u2019s global market strategy<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Acquiring western brands: Perfect Diary\u2019s parent company Yatsen Holdings acquired EVE LOM<\/h2>\n\n\n\n<p>On March 2<sup>nd<\/sup> 2021, Yatsen Holdings announced the purchase of the prestigious British make-up brand EVE LOM from Manzanita Capital, who will still retain a minority stake in the business, according to <a href=\"https:\/\/www.yahoo.com\/lifestyle\/perfect-diary-yatsen-buy-eve-122544354.html\">Yahoo Life<\/a>. As more western brands are interested in expanding to the Chinese market, not that many Chinese brands have started to break into the western world, let alone acquiring an established, high-end brand originated in the UK.<\/p>\n\n\n\n<hr class=\"wp-block-separator is-style-dots\"\/>\n\n\n\n<h4 class=\"wp-block-heading\">Behind the success of Perfect Diary in the Chinese market<\/h4>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Daxue Talks 108: Behind the success of Perfect Diary in the Chinese market\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/B7ew5JedoMc?start=25&#038;feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<hr class=\"wp-block-separator is-style-dots\"\/>\n\n\n\n<p>Unlike mature beauty brands in the west, Chinese makeup brands lack longstanding history and a product formula that\u2019s been tested over and over. Although EVE LOM was originally a niche skincare brand, after 20 years of history, it has successfully penetrated the North American, European and Asian markets. The benefits of the acquisition of EVE LOM is more than EVE LOM\u2019s existing consumer base and brand influence: it represents the opportunity for Perfect Diary to learn from EVE LOM\u2019s international market entry experience, access to unique formulas and manufacturing plants. Such an opportunity will not only improve the quality of the Perfect Diary product itself but also make its production more in line with the preference of Western consumers.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What are Perfect Diary&#8217;s chances of success in the west? A SWOT analyis<\/h3>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-table\"><table><tbody><tr><td><strong><span style=\"color:#1e497c\" class=\"tadv-color\">Strength<\/span><\/strong><\/td><\/tr><tr><td><strong>Perfect Diary is well-versed in social media or general online marketing<\/strong>. While a large proportion of Chinese brands fail to break into the Western market because of their lack of experience in effective communication with Western customers, Perfect Diary is confident to make a positive, lasting impression through its efficient social media strategy<br><br>Perfect Diary has already <strong>gained some popularity because it collaborated with big IPs<\/strong> such as the MET and the British Museum<\/td><\/tr><\/tbody><\/table><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-table\"><table><tbody><tr><td><strong><span style=\"color:#1e497c\" class=\"tadv-color\">Weakness<\/span><\/strong><\/td><\/tr><tr><td>\u201cCruelty-Free\u201d commitment is prevalent in Western countries. However, after checking Perfect Diary\u2019s website and connecting with customer service on the Tmall shop, it seems that <strong>Perfect Diary refuses to take a stand regarding whether they have used animal testing for their products<\/strong>.<br><br>As one of the first Chinese makeup brands trying to break into the Western market, <strong>Perfect Diary does not have many precedented Western market entry case examples to consult<\/strong><\/td><\/tr><\/tbody><\/table><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-table\"><table><tbody><tr><td><strong><span style=\"color:#1e497c\" class=\"tadv-color\">Opportunity<\/span><\/strong><\/td><\/tr><tr><td>As one of the several Asian beauty brands in the western market, Perfect Diary can <strong>differentiate itself by designing and targeting its products towards Asian skins and features<\/strong>.<br><br>Perfect Diary can <strong>leverage collaborations on different channels a bit more<\/strong>. \u201cReferrals\u201d only account for 4.34% of the total traffic source of the Perfect Diary\u2019s Website.<\/td><\/tr><\/tbody><\/table><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-table\"><table><tbody><tr><td><strong><span style=\"color:#1e497c\" class=\"tadv-color\">Threat<\/span><\/strong><\/td><\/tr><tr><td>Cultural gap: <strong>Political and cultural considerations make Chinese brands often misunderstood<\/strong> (i.e. <a href=\"https:\/\/www.marketingweek.com\/chinese-brands-take-off-in-the-west\/\">the \u201ccheap and nasty\u201d connotation<\/a>). With Perfect Diary\u2019s brand positioning of \u201can affordable makeup\u201d, it is questionable if it won\u2019t suffer from such accusations.<br><br><strong>The western beauty market is already relatively saturated<\/strong>, the stiff competition may make it extra difficult to own a big market share.<\/td><\/tr><\/tbody><\/table><\/figure>\n<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">How Perfect Diary international gets web traffic<\/h2>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" data-src=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/03\/daxue-consulting_perfect-diary-foreign-website-traffic-sources.jpg\" alt=\"\" class=\"wp-image-50722 lazyload\" width=\"462\" height=\"310\" data-srcset=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/03\/daxue-consulting_perfect-diary-foreign-website-traffic-sources.jpg 924w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/03\/daxue-consulting_perfect-diary-foreign-website-traffic-sources-300x201.jpg 300w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/03\/daxue-consulting_perfect-diary-foreign-website-traffic-sources-800x537.jpg 800w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/03\/daxue-consulting_perfect-diary-foreign-website-traffic-sources-768x515.jpg 768w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/03\/daxue-consulting_perfect-diary-foreign-website-traffic-sources-272x182.jpg 272w\" data-sizes=\"(max-width: 462px) 100vw, 462px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 462px; --smush-placeholder-aspect-ratio: 462\/310;\" \/><\/figure><\/div>\n\n\n\n<p><em>Source: Perfect Diary Traffic Sources in the west, SimilarWeb, designed by daxue Consulting, 2020<\/em><\/p>\n\n\n\n<p>A high proportion of Perfect Diary\u2019s web traffic is organic \u2013 with display ads only making a fraction of a percent, and web search and direct traffic making the majority. In most cases, up to 60% of \u201cdirect traffic\u201d is actually<a href=\"https:\/\/www.smartbugmedia.com\/blog\/what-is-the-difference-between-direct-and-organic-search-traffic-sources#:~:text=Direct%20traffic%20is%20defined%20as%20visits%20with%20no%20referring%20website.&amp;text=Direct%20traffic%20categorizes%20visits%20that,clicking%20on%20a%20bookmarked%20link.\"> web searches or other organic sources<\/a>. A high amount of organic traffic for Perfect Diary\u2019s foreign facing website means high brand awareness and good SEO practices.<\/p>\n\n\n\n<p>According to SimilarWeb, 10.9% of total website traffic to Perfect Diary Website is in the United States, and only 4.3% of the total traffic sources account for referrals. Compared to established beauty brands who are experts in leveraging traffic on YouTube or other social media, Perfect Diary still has some room to improve. This tactic will not only improve product awareness among western shoppers but also implement that \u201cKOC reviews\u201d style of marketing tactic which has already succeeded on Xiaohongshu (\u5c0f\u7ea2\u4e66). This strategy would work well early on in the expansion process because customers of Perfect Diary in the western market would heavily rely on each other\u2019s opinions before making a purchase, as they are not familiar with the products and the products are not widely accessible as other established brands.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>A promising future ahead of Perfect Diary\u2018s westward expansion<\/strong><\/h2>\n\n\n\n<p>All in all, the future of Perfect Diary in the western market looks promising. YouTube collaborations help Perfect Diary gain a customer base who follows trends and are interested in new, unique C-Beauty brands. Working with big celebrities like Troye Sivan allows Perfect Diary to have a first taste of the influence of this campaign overseas while also leveraging on Troye\u2019s popularity in China to build a solid base of Chinese consumers. Moreover, the newest acquisition of EVE LOM allows Perfect Diary to build a more diverse consumer base and an international network with western brands through the connection of EVE LOM. Though Perfect Diary is still in the preliminary stage of its westward expansion, the <a href=\"https:\/\/daxueconsulting.com\/success-of-florasis-abroad\/\">success of Florasis abroad<\/a> sets a great example to follow.<\/p>\n\n\n\n<p>If you are interested in learning how Daxue Consulting can help your company with international market entry strategies, please feel free to reach out to us at <a href=\"mailto:dx@daxueconsulting.com\">dx@daxueconsulting.com<\/a>.<\/p>\n\n\n\n<p>Author: <a href=\"https:\/\/www.linkedin.com\/in\/jennywu01\/\">Jenny Wu<\/a><\/p>\n\n\n\n<h3 class=\"has-text-align-center wp-block-heading\"><strong>Listen to Daxue Talks to receive China business and market insights<\/strong><\/h3>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:100%\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:100%\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><a href=\"https:\/\/podcasts.apple.com\/us\/podcast\/daxue-talks\/id1492896072\"><img decoding=\"async\" data-src=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/03\/apple-podcast-logo-3.png\" alt=\"daxue talks apple podcast link\" class=\"wp-image-50852 lazyload\" width=\"75\" height=\"75\" data-srcset=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/03\/apple-podcast-logo-3.png 450w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/03\/apple-podcast-logo-3-300x300.png 300w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/03\/apple-podcast-logo-3-150x150.png 150w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/03\/apple-podcast-logo-3-45x45.png 45w\" data-sizes=\"(max-width: 75px) 100vw, 75px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 75px; --smush-placeholder-aspect-ratio: 75\/75;\" \/><\/a><\/figure><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><a href=\"https:\/\/soundcloud.com\/user-177979339\"><img decoding=\"async\" data-src=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/03\/soundcloud-logo-2.png\" alt=\"daxue talks soundcloud link\" class=\"wp-image-50853 lazyload\" width=\"75\" height=\"75\" data-srcset=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/03\/soundcloud-logo-2.png 512w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/03\/soundcloud-logo-2-300x300.png 300w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/03\/soundcloud-logo-2-150x150.png 150w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/03\/soundcloud-logo-2-45x45.png 45w\" data-sizes=\"(max-width: 75px) 100vw, 75px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 75px; --smush-placeholder-aspect-ratio: 75\/75;\" \/><\/a><\/figure><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><a href=\"https:\/\/www.youtube.com\/channel\/UCyI6-PBWcHpugJrF67y4eRQ\"><img decoding=\"async\" data-src=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/03\/youtube-1.png\" alt=\"daxue talks youtube link\" class=\"wp-image-50854 lazyload\" width=\"75\" height=\"75\" data-srcset=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/03\/youtube-1.png 512w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/03\/youtube-1-300x300.png 300w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/03\/youtube-1-150x150.png 150w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/03\/youtube-1-45x45.png 45w\" data-sizes=\"(max-width: 75px) 100vw, 75px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 75px; --smush-placeholder-aspect-ratio: 75\/75;\" \/><\/a><\/figure><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator is-style-default\"\/>\n\n\n\n<h4 class=\"has-text-align-center wp-block-heading\">Learn something new? Stay updated on the Chinese market by following our WeChat, scan the QR code below, or <a href=\"https:\/\/daxueconsulting.com\/newsletter-2\/\">subscribe to our newsletter<\/a><\/h4>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img decoding=\"async\" data-src=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2020\/12\/Daxue-Consulting-QR-Code.jpg\" alt=\"daxue consulting WeChat QR Code\" class=\"wp-image-50066 lazyload\" width=\"215\" height=\"215\" data-srcset=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2020\/12\/Daxue-Consulting-QR-Code.jpg 430w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2020\/12\/Daxue-Consulting-QR-Code-300x300.jpg 300w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2020\/12\/Daxue-Consulting-QR-Code-150x150.jpg 150w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2020\/12\/Daxue-Consulting-QR-Code-45x45.jpg 45w\" data-sizes=\"(max-width: 215px) 100vw, 215px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 215px; --smush-placeholder-aspect-ratio: 215\/215;\" \/><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">See the full report on market strategies of rising C-beauty brands<\/h2>\n\n\n\n<iframe src=\"\/\/www.slideshare.net\/slideshow\/embed_code\/key\/wdwkdQRnPvVSlg\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" style=\"border:1px solid #CCC; border-width:1px; margin-bottom:5px; max-width: 100%;\" allowfullscreen=\"\"> <\/iframe> <div style=\"margin-bottom:5px\"> <strong> <a href=\"\/\/www.slideshare.net\/DaxueConsulting\/beauty-market-in-china-report-by-daxue-consultingdouble-v-consulting\" title=\"Beauty market in China report by daxue consulting-double v consulting\" target=\"_blank\" rel=\"noopener\">Beauty market in China report by daxue consulting-double v consulting<\/a> <\/strong> from <strong><a href=\"https:\/\/www.slideshare.net\/DaxueConsulting\" target=\"_blank\" rel=\"noopener\">Daxue Consulting<\/a><\/strong> <\/div>\n\n\n\n<h4 class=\"has-text-align-center wp-block-heading\">Listen to over 100 China entrepreneur stories on China Paradigms, the China business podcast<\/h4>\n\n\n\n<p class=\"has-text-align-center\"><a href=\"https:\/\/podcasts.apple.com\/us\/podcast\/china-paradigms\/id1450916630\">Listen to China Paradigm on Apple Podcast<\/a><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"600\" height=\"344\" data-src=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2020\/04\/China-Paradigms-China-Business-Podcast-100-episodes-apple-podcast-600x344.jpg\" alt=\"China Business Podcast\" class=\"wp-image-47316 lazyload\" data-srcset=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2020\/04\/China-Paradigms-China-Business-Podcast-100-episodes-apple-podcast-600x344.jpg 600w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2020\/04\/China-Paradigms-China-Business-Podcast-100-episodes-apple-podcast-300x172.jpg 300w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2020\/04\/China-Paradigms-China-Business-Podcast-100-episodes-apple-podcast-800x458.jpg 800w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2020\/04\/China-Paradigms-China-Business-Podcast-100-episodes-apple-podcast-768x440.jpg 768w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2020\/04\/China-Paradigms-China-Business-Podcast-100-episodes-apple-podcast.jpg 1283w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/344;\" \/><\/figure>\n\n\n","protected":false},"excerpt":{"rendered":"<p>If you are looking for a brand that best represents the craze of C-beauty consumption in 2020, Perfect Diary has no rivals. Founded in 2017, the Chinese makeup brand Perfect Diary gained widespread support on social media, with its unique brand positioning \u201chigh-end quality at a lower price point\u201d. Its products mainly range from lipsticks, [&hellip;]<\/p>\n","protected":false},"author":32,"featured_media":50723,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"episode_type":"","audio_file":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","date_recorded":"","explicit":"","block":"","itunes_episode_number":"","itunes_title":"","itunes_season_number":"","itunes_episode_type":"","filesize_raw":"","footnotes":""},"categories":[14044,76,14151,5354,11,1042],"tags":[14170,211,14169,13443],"daxue_industry":[],"class_list":["post-50661","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beauty-sector-in-china","category-brands-in-china","category-chinese-brands-abroad","category-cosmetics-and-personal-care-market-in-china","category-market-research-china","category-strategy-in-china","tag-c-beauty","tag-chinese-brands","tag-global-market-strategy","tag-perfect-diary"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.6 - 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