2021年3月4日，完美日记母公司逸仙电商宣布将收购护肤品牌Eve Lom。此消息一出就冲上热搜，有网友认为这是完美日记的品牌地位与Eve Lom这个王牌卸妆膏地位是不匹配的，或者认为Eve Lom沦落了，让完美日记捡了便宜，甚至想象收购后Eve Lom会不会降价呢，等等。我们应如何看待这一收购呢？
事实上，这并不是完美日记第一次收购了，早在去年11月就与法国Pierre Fabre集团达成协议,收购其旗下高端美妆品牌Galénic。类似的收购在中国其他行业的企业也不乏先例。就化妆品而言，中国市场规模很大，消费层次明显，应该鼓励类似的收购。第一，消费者追求的价值处于经济价值和社会价值并重，甚至社会价值主导的格局。除了健康护理和悦纳自己，化妆品的重要功能就是提升自身形象的呈现而利于社交。第二，中国化妆品新锐品牌强在了解本土消费者弱在技术能力。本土化妆品品牌对本土消费者更加了解，利用内容社交优势俘获不少粉丝，而西方高端化妆品品牌在中国市场这方面的表现稍显落后而迟钝，但其在产品功能和研发上有多年积累，拥有高端消费者群体。国产化妆品品牌如能很好结合两方面的优势，收购未尝不是一个很好的尝试。另外，无论如何中国化妆品品牌都得面对国际品牌的强大竞争，从局部尝试突破是国内品牌的竞争策略之一。
On March 4, 2021, Yixian, the parent company of Perfect Diary, a popular cosmetics brand of China, announced that it would acquire Eve Lom, a skin care brand and the ace makeup remover of the world. As soon as the news released, some Chinese netizens lamented that the brand status of Perfect Diary is much lower than that of Eve Lom, or that Eve Lom was so fading that Perfect Diary could take it in. They even imagined that Eve Lom would reduce its price after the acquisition, and so on. How should we view this acquisition?
In fact, this is not the first time that Yixian’s acquisition. As early as last November, it reached an agreement with Pierre Fabre group of France to acquire its high-end beauty brand Galénic. There is several similar acquisitions in other industries in China. As far as cosmetics are concerned, China's market is large and the consumption levels are various, so Yixian’s acquisitions should be encouraged. First, the values pursued by consumers are both of economic value and social value, even social value is more important currently. In addition to health care and self-acceptance and self-liking, the most important function of cosmetics is to enhance the presentation of their own image and facilitate social interaction. Second, China's new cosmetics brands are good at understanding local consumers, and weak in technology innovation. Local cosmetics brands know more about local consumers and gain many fans with the blessing of social networking. Comparing with that, some western high-end cosmetics brands in the Chinese market is backward and sluggish slightly, but they have been pursuing product quality and accumulating in R&D for many years, and have many high-end fans across the world. If domestic cosmetics brands can combine the advantages of the two aspects, acquisition is not a good attempt to enhance competency. No matter what, Chinese cosmetics brands have to face the strong competition of global famous brands. Trying to break through by this kind of acquisition should be one of the competitive options of domestic cosmetics brands.