By the end of Thursdays U.S. stock market, shares of Yixian e-commerce were up 75.24% to $18.4/share, with a total market value of $12.2 billion (about 81.7 billion yuan).
As a result, the three young founders of the company have grown in wealth.
Three boys make up
In 2019, perfect diary will become the first domestic brand in the history of tmalls double 11 makeup list.
In that year, a survey conducted by tmall showed that perfect diary was the second most popular domestic brand of the post-00s, second only to Huawei, which ranked first.
However, the most surprising thing is that the founders of the perfect diary are three male students, and the three founders, from the same school, graduated from Sun Yat sen University.
Huang Jinfeng, the soul of the company, graduated from Lingnan College of Sun Yat sen University in 2003. I entered P & G after graduation, and I can still find an article P & G CMK in my eyes on the Internet.
According to previous media reports, in 2013, Huang Jinfeng returned from Harvard and asked Xu Xiaoping and Fang Aizhi of Zhenge Fund: should he stay as coo in Yu Ni Fang or start a business? The advice is: learn before you fight, so you can be a better entrepreneur.
Therefore, Huang Jinfeng went to work as vice president of the domestic skin care brand Yu Ni Fang.
Yu Ni Fang is a film manufacturer fully attached to Taobao. However, it has been listed successfully through strong marketing means. Its annual income is more than 1 billion 600 million yuan in the rush hour. It has online first mask and electric business mask first stock. From Chu Qiao biography advertising to tiktok implantation, self-expression package, challenge in the challenge of shaking, its full link marketing has won popularity.
The idea of perfect marketing in Jinfeng and Yuni was used in practice.
In 2016, Huang Jinfeng left Yu Ni Fang to establish Yixian e-commerce, the parent company of perfect diary, together with alumni Chen Yuwen and LV Jianhua of Sun Yat sen University. They have explained that Dr. Sun Yat Sen is also known as Yixian. The company takes this name to pay homage to his alma mater.
This investment later became a masterpiece of Zhenge fund. First, it was said that it took only 1 million yuan to get 16% equity. Second, no one expected the perfect diary to grow explosively in just three years.
The three founders, Huang Jinfeng, Chen Yuwen and LV Jianhua, respectively, hold 27.7%, 8.3% and 3.8% of the company. Wind data shows that after IPO, Huang Jinfeng and Chen Yuwen hold 25.26% and 7.59% shares respectively.
According to the latest market value, the three people have more than 22.6 billion yuan, 6.8 billion yuan and 3 billion yuan respectively.
Become the largest external investor
According to the prospectus of perfect diary, Hillard is the largest external investor, holding 12.6% after IPO.
According to the investment data, since 2018, Hillhead venture capital has invested in Yixian e-commerce for five consecutive rounds, which is its largest external institutional shareholder.
In the c-round financing in 2019, Hillhead is the leading investor. That is to say, from this round, the competition among investors has become very fierce - new shareholders come in with grabs.
Subsequently, Boyu capital, tiger Global Fund, Warburg Pincus investment, Carlyle investment group and zhengxingu innovation capital also entered the board one after another. Today, in the prospectus, Hillard venture capital, Zhenge fund and Gaorong capital are still the three major external investors of Yixian e-commerce, and their shareholding ratios after IPO have reached 12.6%, 9.5% and 8.4% respectively. Source: Chen Hequn, editor in charge of China fund daily_ NB12679
Subsequently, Boyu capital, tiger Global Fund, Warburg Pincus investment, Carlyle investment group and zhengxingu innovation capital also entered the board one after another.