Source: Computational Materials Science, Volume 267
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Sales started slow — some days, nothing at all. Then, almost like magic, orders began trickling in. Friends and family jumped in to help pack and fulfill them. Everyone who tried the product loved it and left glowing reviews on our website. Most became repeat customers. We officially launched in November, and it took a couple of months to hit our stride. As of January 2026, we’re averaging $12,000 per month in sales.
最直观的是营销成本失控。完美日记的增长高度依赖营销投放，营销费用率常年居高不下，甚至一度超过 60%。随着小红书、抖音等平台流量成本逐年攀升，获客成本成倍上涨，烧钱换增长的模式在资本退潮、市场冷静的背景下，失去了可持续性。
Фото: Rula Rouhana / Reuters