Core Viewpoint - Fan Beauty Diary, founded by Fan Bingbing, has achieved remarkable growth in the beauty industry, generating revenue of 1.45 billion yuan in 2024, positioning itself as a significant player despite challenges in the broader market [4][5][21]. Group 1: Company Performance - Fan Beauty Diary ranked 35th in the 2024 China Beauty Brand TOP 100 list with a revenue of 1.45 billion yuan, showcasing its rapid growth compared to other brands with lower revenues [4]. - The brand's GMV has shown consistent growth over the past four years, increasing from 300 million yuan in 2021 to over 1.1 billion yuan in 2023, and reaching 1.45 billion yuan in 2024 [5]. - During the 618 shopping festival, Fan Beauty Diary set a sales record with its new product "VC Big Orange Whitening Mask," selling 100,000 boxes in just 10 seconds, generating 19.8 million yuan in sales [5][10]. Group 2: Product Strategy - Fan Beauty Diary has developed a diverse product line, including nine major categories such as beauty devices, makeup, and skincare, with prices ranging from 99 yuan to 684 yuan [7]. - The brand employs a "big single product" strategy, successfully launching popular items like the sea grape moisturizing mask and the VC big orange whitening mask, which have significantly boosted sales [8][10]. - The pricing strategy positions Fan Beauty Diary's products as mid-to-high-end, with individual mask prices averaging 27.6 yuan to 39.6 yuan, which is higher than competitors like Proya [10][19]. Group 3: Market Challenges - The beauty market in China is undergoing a significant reshuffle, with many brands facing financial difficulties, including Perfect Diary, which has reported continuous losses for five years [23][25]. - Fan Beauty Diary's international expansion has faced challenges, with its overseas accounts showing low engagement and sales compared to domestic success [21]. - The overall growth rate of the cosmetics market is slowing, with a projected retail sales growth of only 4.4% by May 2025, indicating a more competitive and challenging environment for beauty brands [22].

Core Insights - Fan Beauty Diary, founded by Fan Bingbing, achieved remarkable revenue of 1.45 billion yuan in 2024, ranking 35th in the 2024 China Beauty Brand TOP 100 list [1] - The brand has shown consistent growth over the past four years, with GMV increasing from 300 million yuan in 2021 to over 1.1 billion yuan in 2023 [1][4] - The brand's success is attributed to high-priced products and effective marketing strategies, including collaborations with top influencers [6][10] Revenue and Growth - Fan Beauty Diary's revenue reached 1.45 billion yuan in 2024, with a significant increase from 850 million yuan in 2022 and over 1.1 billion yuan in 2023 [1][4] - The brand's sales record was notably boosted during the 618 shopping festival, where a new product sold 100,000 units in just 10 seconds, generating 19.8 million yuan [1][4] Product Strategy - Fan Beauty has developed a diverse product line, including nine major categories such as beauty devices, makeup, and skincare [4] - The brand's first major hit was the sea grape hydrating mask, which sold 1.2 million pieces in its first month [4][10] - The pricing strategy positions products as mid to high-end, with masks priced between 138 yuan and 198 yuan, significantly higher than competitors [6][10] Marketing and Sales Channels - The brand leverages the influence of Fan Bingbing and partnerships with top livestreaming hosts to drive sales [7][10] - Fan Beauty has a strong online presence, with millions of followers across platforms like Tmall, Xiaohongshu, and Douyin [10] - The brand's marketing strategy focuses on high customer engagement through influencer collaborations, which has proven effective in boosting sales [7][10] Industry Context - The beauty market in China is experiencing a significant reshuffle, with many brands facing challenges and declining sales [15][17] - Fan Beauty's expansion into Southeast Asia and TikTok has not yet yielded the same success as in the domestic market, indicating challenges in replicating its business model abroad [14][15] - The overall growth rate of the cosmetics market is slowing, with a projected retail sales growth of only 4.4% by May 2025 [15]

以下文章来源于李东阳朋友圈 ，作者李东阳 李东阳朋友圈 . 李东阳，500万粉丝营销博主、《首席营销官》主理人。聊营销、说品牌，欢迎志同道合的朋友围观。 永远思考，永远保持怀疑。+V：ldy8963 一起探讨商业，挖掘营销底层逻辑。 作者： 李东阳 来源： 李东阳朋友圈（ID： LDYMarketing） 在娱乐圈，向来有"演而优则导"的传统转型模式，闪转腾挪在浮华与泡沫的名利场，导演往往被 视为演员的"自救"方式之一。 不同于以上在行业内的流动，跨界如今被不少明星视为更简单高效的掘金路，"演而优则商"就是 其中的典型代表。 细看这些年一头扎进商海的明星们，有人成功风光无限，有人跌倒被限高执行，"明星效应"这把 双刃剑的特性一次次得以彰显。 在这些人中 ，范冰冰是个极其特殊的存在。 一方面，其因为恶劣行为受到惩处，只能被动长期活跃在娱乐圈的边界线上；另一方面，她在小 红书等社交媒体影响力依旧不俗，并且创立的美妆品牌——Fan Beauty Diary多次冲上带货榜 单，宣告着其另一份事业的成功。 今年6月，范冰冰更是高调宣布旗下的彩妆品牌入驻TikTok海外电商，企图在国际上兑现曾经的 影响力。 几个月过去了 ...