In 2019, perfect diary will become the first domestic brand in the history of tmalls double 11 makeup list.
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.
After working for P & G for several years, he chose to go abroad for further study. In 2013, Huang Jinfeng finished his MBA program at Harvard and returned to China. Instead of going to the domestic investment bank or consulting along the traditional road, he chose the domestic beauty industry.
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.
At that time, Fang Aizhi announced in his circle of friends that he was going to attend a public activity in Shenzhen, and Huang Jinfeng and his partners arrived from Guangzhou. The two sides talked for less than an hour, and Zhenge fund readily issued an investment terms agreement.
According to the prospectus of perfect diary, Zhenge fund holds 254000 shares of Yixian e-commerce, with a shareholding ratio of 10.5%, and 9.5% after IPO. According to the latest market value of 81.7 billion yuan, the investment of Zhenge fund is worth 7.8 billion yuan.
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.
Five shots from hillock
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.
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.