In Episode 79 of Tech Buzz China, Rui and Ying talk about a company that aspires to be “China’s L’Oréal” for the digital age: Yatsen Group, owner of smash hit cosmetics app Perfect Diary (完美日记) among other brands. Though we at Tech Buzz have never directly covered the company, we have mentioned it, including in Episode 70 with Lauren Hallanan; as well during last week’s Q3 Market Trends call (link available through Dec. 9) with BigOne Lab’s Mengyao Ren. Yatsen recently listed on the NYSE, and it’s got a nearly $12 billion market cap.

Listen and follow along with us as we explore Yatsen’s founding story, their evolving strategy, reasons for their success, and the role of clever marketing. We’ll also talk about how the company’s various tactics speak to the evolution of China’s content ecommerce ecosystem. Finally, listeners will hear from Mark Tanner, the founder and Managing Director of Shanghai-based marketing and research firm China Skinny.

Yup, Rui is still researching and writing on ByteDance for her ebook. You can get updates on it and to our other work by subscribing to her newsletter, at techbuzzchina.com. Be sure to also check out the Tech Buzz China YouTube channel, which has some video-only content. Our transcripts are available on our website, as well as at pandaily.com and supchina.com.

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Thank you to our teams at SupChina and Pandaily, and especially Caiwei Chen, Kaiser Kuo, and Jason MacRonald.

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Ep. 79: Yatsen Group: Cosmetics ecommerce superstar and China’s L’Oreal for the digital age?