Lack of innovative products
Since its inception, the most popular products of Perfect Diary usa have always been eyeshadow and lipstick, and there is no special raw material technology and color creativity, which is also no obvious difference from other competitive brands of explosive products, so that consumers do not feel the need for perfect diary. In addition, domestic cosmetics such as Perfect Diary have been following the trend of foreign brands and constantly innovating, but there is no substantial innovation in the product, so there is still a long way to go to become a more suitable makeup brand for Chinese people.
The sense of brand value is not high
The target consumers of Perfect Diary are women between 18 and 28 years old. Most of these women are students or just entering the workplace, and their income level is not high on the whole. In order to meet the needs of consumers, the price of Perfect Diary products is also low, ranging from 19.9 yuan to 689 yuan in the official flagship store of Tmall, and the price of each product is below 200 yuan.
According to the financial reports of Perfect Diary in 2020 and the first three quarters of 2021, the unit price of customers fluctuated around 120 yuan. As a result, the overall sense of brand value conveyed by Perfect Diary brand is not high and it is difficult to provide consumers with brand empowerment.
More new domestic cosmetics brands are established and rising
Not only perfect diary, like Huaxizi, Tangduo were founded around 2017, the products are mainly lipstick, eye shadow. Then Kachi, Hedone, little Orting and by the B station master self-created brand flower know like mushrooming and rapid development, become a strong competitor of perfect diary.
The result of the explosive growth of the continuous transmission volume is that the traffic cost of the Internet industry keeps rising, and the enterprise benefit keeps decreasing. This indicates that if the perfect Diary does not timely adjust the marketing strategy, in order to maintain the brand voice and sales, it will have to spend more marketing expenses, unable to reverse the current loss situation, more difficult to maintain the sustainable development of the brand.
