"It's important to be comfortable with the fact that you are not going to have any privacy because people are right in your face. Then they go from the freedom they have at home, to being told by a station leader about the rules and regulations. A small number of people struggle with that."
但更痛的是口碑的持续滑坡和竞品带来的竞争,完美日记的产品以代工为主,研发投入占比极低,核心竞争力停留在包装、配色与营销概念,缺乏技术壁垒。当花西子、酵色、橘朵、彩棠等一大批国货彩妆品牌跟进内容种草+平替模式后,完美日记的差异化优势迅速消失。
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