• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Fiona Chu
    • Abstracting/ Indexing:  CNKI, Google Scholar, Electronic Journals Library, Crossref, Ulrich's Periodicals Directory, MESLibrary, etc.
    • E-mail: joebm.editor@gmail.com
JOEBM 2022 Vol.10(3): 170-174 ISSN: 2301-3567
DOI: 10.18178/joebm.2022.10.3.693

Research on the Value Investment of Domestic Brands under the Emerging Chinese Cosmetic Market — Taking Perfect Diary as an Example

Ruonan Gong

Abstract—With the improvement of China's economic power and changes in consumer perceptions, China's cosmetics market has lots of space for growth. This paper uses qualitative research method that combine the primary research with the secondary research. Primary research is including expert interviews and consumer questionnaires, secondary research is including institutional reports and Perfect Diary annual reports. China's cosmetics market has a large space for growth, and the market concentration is not high. Domestic products such as Perfect Diary have excellent growth potential; sales channels shift online with the new sales models emerge offline. The marketing channels are mainly live broadcasts, and the private domain operation of Perfect Diary has become an industry benchmark. Perfect Diary has good revenue, but it is still at a loss due to its early investment. The future trend is that cosmetics products need to be specialized, cosmetic brands need to develop a multi-brand strategy and strengthen online trends. This paper aims to help investors understand the Chinese cosmetics market and find investment opportunities; also help domestic brands and foreign brands who want to enter to china market to adjust their strategy.

Index Terms—China cosmetic market, Perfect Diary, value investment, case study.

Ruonan Gong is with the Lancaster University Management School, Lancaster, LA2 0LJ, United Kingdom (e-mail: r.gong1@lancaster.ac.uk).

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Cite:Ruonan Gong, "Research on the Value Investment of Domestic Brands under the Emerging Chinese Cosmetic Market — Taking Perfect Diary as an Example," Journal of Economics, Business and Management vol. 10, no. 3, pp. 170-174, 2022.

Copyright © 2022 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

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