完美日记是一家非常成功地在互联网时代下诞生的企业。2017年创立连续三年天猫彩妆销量类第一名，现估价40亿准备赴美上市，在短短三年间超过了一些传统的国产彩妆品牌如卡姿兰、凯芙兰和玛丽黛佳等。天猫旗舰店有1,000万粉丝，和雅诗兰黛、兰蔻等大牌粉丝数量相当，在全渠道拥有1,400万流量。本文对完美日记及其背后的逸仙电商进行详细分析，探讨其为什么会获得成功，完美日记有什么国内新兴彩妆品牌值得借鉴的地方，新国货在国内该如何迅速崛起反超老一派彩妆品牌，老牌国货品牌该如何在互联网发展中抓住机遇。

关键词：完美日记、商业模式、品牌发展

The Perfect Diary is a very successful company born in the Internet age. For the third year in a row in 2017, Tmall was the top seller in the category, and is now valued at $4 billion as it prepares to go public in the United States. In just three years, it has surpassed some traditional Chinese makeup brands such as Katzlantz, Kevlar, Mary Deja, and others, the Tmall flagship store has 10 million fans, as many as big names such as Estee Lauder Lancome. In the channel has 14 million traffic, this paper perfect diary and behind the Yixian e-commerce detailed analysis, to explore why it will be successful, perfect diary what domestic emerging brand of cosmetics worth learning, how should the new domestic goods rapidly rise to surpass the old school color cosmetics brand, how should the old brand seize the opportunity in the Internet development.

Keywords: The Perfect Diary, Business Model, Brand Development