Brand Marketing
After Debut, New Brands Still Need to Conquer Three Mountains
On the evening of November 19, Yixian E-commerce, the parent company of the new domestic beauty brand Perfect Diary, successfully IPO'd on the NYSE. The IPO price was $10.5 per share, with a market value of nearly $7 billion (about RMB 46 billion). From the launch of Perfect Diary's Taobao store in March 2017, to riding the Xiaohongshu platform dividend in 2018, to now being listed on the NYSE, it has completed a beautiful transformation in less than four years, making it a phenomenal growth case for new domestic brands in recent years.
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