Core Viewpoint - Fan Beauty Diary, founded by Fan Bingbing, has successfully expanded into the Southeast Asian market, achieving significant revenue growth and brand recognition within a year of its launch [6][18]. Group 1: Brand Expansion and Revenue Growth - Fan Beauty Diary entered the Southeast Asian market through e-commerce platforms Lazada and TikTok, and later expanded to physical retail by entering Watsons stores in Malaysia [6][21]. - The brand achieved a revenue of 1.45 billion yuan in 2024, ranking 35th in the 2024 annual China Beauty Brand TOP100 list [18]. - The brand's GMV grew from 300 million yuan in 2021 to 850 million yuan in 2022, and exceeded 1.1 billion yuan in 2023 [18]. Group 2: Celebrity Influence and Marketing Strategy - Fan Bingbing's personal influence has been leveraged to promote Fan Beauty, with her social media presence significantly contributing to brand visibility [17][15]. - The brand's marketing strategy includes collaborations with popular influencers and participation in live-streaming events, enhancing its reach in the competitive beauty market [19][21]. - Fan Bingbing's social media following includes 62 million on Weibo, 17 million on Xiaohongshu, and 11 million on Douyin, providing a substantial platform for brand promotion [15]. Group 3: Profit Margins and Cost Structure - The production cost of a typical hydrating mask is often less than 2 yuan, while retail prices can range from 10 to over 50 yuan, resulting in gross margins exceeding 70% for many brands [23][22]. - Fan Beauty operates with minimal R&D investment, relying on established OEM/ODM manufacturers for product development, which allows for high-profit margins [22][25]. - The brand's business model, which capitalizes on Fan Bingbing's celebrity status, raises questions about sustainability in the absence of her influence [25].