Perfect Diary: Internet business model innovation

Abstract

With the rise of "she economy", the consumption market of females witnesses a boom. Women born after 1990 and 1995 have risen to be the major consumers in this market. They embrace the attitude of "delighting myself" and value shaping their images, which give rise to a range of cosmetics brands. Perfect Diary, by dint of its second-to-none marketing campaigns, "fast, targeted and compelling" operation strategies and comprehensive marketing channels, soon occupied large market shares and turned out a dark horse in 2018. Underlying the hair-raising growth of Perfect Diary is the innovative business model supported by Internet technology. Perfect Diary is not initiating branding campaigns, but leverages capital with light assets, and goes online to create an Internet brand group. In this study, the innovation of business models of Perfect Diary by Internet technology is analyzed from the dimensions of user profiling, new media promotion, and competition strategies.