Who hasn’t been successfully bought one or two domestic beauty makeup by Amway?

4月 16, 2021 li Anne


In the past three or four years, domestic beauty cosmetics, which have captured young users, have been advancing all the way. According to statistics, there are about 18 domestic beauty cosmetics companies across the country hitting the market, and nearly half of them succeeded. The new business form of the offline beauty collection store has also received higher capital attention due to the pursuit of the Z generation.

However, on March 11, the financial report released by the parent company Yixian E-commerce of Perfect Diary, the first stock of domestic beauty products, was a little frustrating. The financial report shows that the Q4 operating income of Yixian e-commerce was 1.96 billion yuan, an increase of 71.7% over the same period last year. The total revenue for the whole year of 2020 is 5.23 billion yuan, a year-on-year increase of 72.6%. While revenue has grown substantially, losses have also increased. Q4 net loss was 1.531 billion, which both expanded year-on-year.

All the money from domestic beauty products has been earned by beauty KOLs, so it seems that it is better to engage in MCN directly? Or domestic beauty makeup + beauty makeup MCN with both hands, let’s make beauty into a closed loop?

“For the several national cosmetics brands that I am responsible for, the practice of brands using revenue-based marketing is becoming more and more common, and the proportion of expenses has been rising all the way, and the KOL has reached the point of superstition.” Linda said, making proposals by herself. At that time, Party A often confidently said that other marketing doesn’t need to be done too much. If you find dozens of KOLs overwhelmingly, you will surely succeed.

Not only that, in addition to the promotion platform mentioned in the contract, the KOL also promoted a wave of free on other social platforms such as Xiaohongshu and Weibo. The pleasant experience of the first cooperation made the Linda team highly praise this KOL. Although the number of fans and interaction rate of KOLs has been declining due to company changes and relocation in recent years, this KOL always has a piece of the pie in every promotion.

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