Achieving the 200-store goal at the end of September, Perfect Diary New Retail has again reached a “small goal” a few days ago– entering 100 cities. On October 30th, Perfect Diary opened the last three experience stores in Wuyue Huainan, Anhui, Xiaogan Baoli, Hubei, and Guiyang Hunter City Plaza, Guizhou before hitting the 100th. So far, the new retail layout of Perfect Diary has covered 100 cities across the country, from first-tier to fifth-tier, with a total of more than 200 stores, of which more than half are in third- to fifth-tier cities. Next, Perfect Diary will continue to practice the brand concept of “beauty without limits” and accelerate the process of expanding the layout of the new retail business, creating a free and unrestrained cosmetic experience for young women, and making their dream of effortlessly becoming beautiful come true.
The “Perfect speed” of Perfect Diary–covering 100 cities across the country
In January 2019, the new retail of Perfect Diary officially set off from Guangzhou, starting its new retail “journey.”. In the following year or so, its new retail footprint has gradually expanded: the southernmost reaches Haikou, Hainan, the westernmost reaches Xining, Qinghai, and the northernmost reaches Qiqihar, Heilongjiang.
According to the report, Xiaogan in Hubei and Huainan in Anhui are the cities where Perfect Diary has entered for the first time. On the opening day, long queues lined up at the entrance of the new store. The popular items such as the Featherweight Powder and the Explorer Eyeshadow Palette 11 Rabbit arrived on the shelves, and the store filled with a crowd of fans who came to experience these products.
Perfect Diary Anhui Wuyue Huainan Experience Store Opening Site
Feng Qiyao, CEO of the new retail division of the parent company of Perfect Diary, once said that :”it is an important channel for us to reach out to consumers, communicate with consumers, and enhance consumer experience offline. Perfect Diary has always been committed to creating value for users. Our principle is that we will open stores wherever they want them to be, and make beauty within reach.”
Perfect diary in Wujiaochang, Shanghai
To create a free and unrestrained cosmetic experience, Perfect Diary has ingeniously createdthe stores like designed experience stores, flagship store concept stores, etc., The goal is to meet the needs of consumers in different regions and make the cosmetic experience more accessible for the new generation through adjusting the business model with flexibility according to different store type. The stores like designed experience stores, flagship store concept stores, etc., The goal is to meet the needs of consumers in different regions and make the cosmetic experience more accessible for the new generation through adjusting the business model with flexibility according to different store type. Among them, the Perfect Diary Chengdu Chunxi Road concept store covers an area of more than 1,000 square meters, which integrates integrating check-in points, product exhibition halls, cafes, and member experience centers. The Hangzhou Binjiang Tianjie experience store has a variety of various “BLACK TECH” equipment such as interactive induction counters, makeup trial mirrors, etc.; Perfect Diary Shanghai Wujiaochang Store focuses on aesthetics and artistic concepts, creating a super-first-class artistic cultural sensory experience space.
“Looking down”, making beauty at our fingertip
At the end of 2019, Perfect Diary has formulated a plan to “walk into third-, fourth- and fifth-tier cities in 2020, and walk to the side of small-town girls”. Although the pandemic early this year has delayed the development of offline business to a certain extent, the plan is still being advanced in an orderly manner. Today, more than half of the 100 cities where Perfect Diary has stationed are third, fourth, and fifth-tier cities.
Feng Qiyao said that “in the new retail segment of Perfect Diary, third- and fourth-tier cities are a very important market. Many small town girls have been exposed to Perfect Diary through the Internet, and even become loyal fans of Perfect Diary. New retail stores enables consumers in the sinking market to know more about Perfect Diary through offline contact and allows us to deeply reach the user group from all levels of service, experience, and products. This is an effective extension of online contact.”
Fans shopping at the perfect diary store
Perfect Diary has been committed to the continuous improvement of brand power and product power, reaching young consumers through different approaches, including both online and offline channels. Online, consumers can know and obtain products without being restricted by time and space; offline, consumers can get a more three-dimensional and comprehensive experience through the trinity of products, services, and scene space. The “down-looking” perfect diary is reaching more consumers step by step, and passing the diversified “beauty” to more people’s lives.
38F Poly Midtown Plaza, 23 Xuanyue East Rd, Haizhu District, Guangzhou Building 35 and 36,
No. 2519 Xingang East Road, Haizhu District, Guangzhou.