Perfect Diary logged into Xiaohongshu.
Posted: Mon Jan 06, 2025 5:20 am
Since February 2018 , Perfect Diary has arranged a large number of related seeding notes on Xiaohongshu in conjunction with the new cycle, as well as important e-commerce nodes such as the Double 11 promotion and the Double 12 promotion . In June 2018 , Perfect Diary 's sales were close to that of Double 11. Perfect Diary became the No. 1 domestic brand in Tmall's beauty sales. During this period, the related search exposure on Xiaohongshu increased by 12 times. In 2020 , on Tmall's Double 11, Perfect Diary's transaction volume was 600 million, becoming the No. 1 in the beauty category; " Perfect Diary " on Xiaohongshu in 2021 .
official account has about 10,000 followers , over 3.68 million likes and collections, nearly 310,000 related notes , and has reached cooperation with recently. In 2018 and 2019, the proportion of Perfect Diary's marketing number data and promotion expenses to net income was 48.7% and 41.3% respectively . Among them, more than 15,000 beauty KOLs on platforms such as Xiaohongshu, Douyin, and Bilibili have become one of the largest expenditures in Perfect Diary's billions of marketing expenses. Since 2018 , brands such as MAC , Lancome, and YSL have successively made efforts on Douyin and Xiaohongshu, and YSL has even started live streaming. According to data from CICC Research Institute, after making efforts on new traffic terminals such as Xiaohongshu.
Douyin, and live streaming, and starting to try to cooperate with grassroots KOLs , the sales growth of Shiseido, L'Oreal, and Estee Lauder in 2020 exceeded , while Perfect Diary 's sales growth in the same period was only 22% . ——The wild period of a new brand mostly benefits from the traffic dividend. Today, more than 70% of Xiaohongshu users are born after 1990 , and more than 50% of users are born after 1995. Throughout the year, they have posted nearly 300 million notes on Xiaohongshu and generated 100 million searches per day. On Xiaohongshu in 2021 , the cost of promoting and recommending products has also risen sharply , with the number of recommendations for beauty categories increasing by 13-18% compared to last year .
official account has about 10,000 followers , over 3.68 million likes and collections, nearly 310,000 related notes , and has reached cooperation with recently. In 2018 and 2019, the proportion of Perfect Diary's marketing number data and promotion expenses to net income was 48.7% and 41.3% respectively . Among them, more than 15,000 beauty KOLs on platforms such as Xiaohongshu, Douyin, and Bilibili have become one of the largest expenditures in Perfect Diary's billions of marketing expenses. Since 2018 , brands such as MAC , Lancome, and YSL have successively made efforts on Douyin and Xiaohongshu, and YSL has even started live streaming. According to data from CICC Research Institute, after making efforts on new traffic terminals such as Xiaohongshu.
Douyin, and live streaming, and starting to try to cooperate with grassroots KOLs , the sales growth of Shiseido, L'Oreal, and Estee Lauder in 2020 exceeded , while Perfect Diary 's sales growth in the same period was only 22% . ——The wild period of a new brand mostly benefits from the traffic dividend. Today, more than 70% of Xiaohongshu users are born after 1990 , and more than 50% of users are born after 1995. Throughout the year, they have posted nearly 300 million notes on Xiaohongshu and generated 100 million searches per day. On Xiaohongshu in 2021 , the cost of promoting and recommending products has also risen sharply , with the number of recommendations for beauty categories increasing by 13-18% compared to last year .