Following up on the previous blog, Perfect Diary seems to be at the perfect stage to do more brand advertising.
Two problems tho –
1/ what is the core message? Compared with 花西子, perfect diary seems to be less special in terms of message it sends.
2/ YSG wants to be the pipe or the platform. To do so, it needs resources to diversify, which inherently means the lower importance of perfect diary.
It seems to me that the conflict is also due to the short time frame the management has. To go for the ultimate J-curve of perfect diary and to become the holding group with successful tiered brands in a few years = a extremely tough goal.
If we draw a matrix – categories on the x-axis and premium level on the y axis, plus female/male on the z-axis.. long way to go.