Beauty Giant Merboline defeats the Chinese market?What happened to all offline stores?

Recently, the beauty market can be described as changing. We just saw the defeat of the famous beauty giant Lu Huoni not long ago. Another giant Meibian has also begun to announce the withdrawal from the Chinese market. Many people are asking all Chinese offline stores. What is going on? What should we think of Meibian's retreat?

1. Beauty Giant Merbolian retreats in the Chinese market?

According to the Beijing Commercial Daily, on July 27, a staff member of the Beijing Meibian counter told a reporter from Beijing Business Daily that it had received a notice from the counter and will stop opening in mid -August. In this regard, neither Merbian and L'Oreal gave a clear response. According to the Merbian customer service staff, the move was transferred to the company's business focus, and the online is more suitable for the sales of the Mediolian brand.

L'Oreal's beauty brand Merboline is closing all offline stores in China. According to relevant reports, the brand's offline stores are closed one after another, and then only the counter set up in Watsons will be retained, and the remaining sales channels will be transferred to the online.

Regarding the full closing of the store, L'Oreal and Meibian did not give a clear response, but some staff members of the Beijing Meibian counter said they did receive a notice of withdrawal from the cabinet.

The person in charge of Meibian Beijing Huiju Store stated that he has not received the notice of closed stores and is still open normally; the staff of the Meibian counter at Ginza Harmony Plaza store said that it has received a notice of withdrawal and will be stopped on August 11. The counters are currently currently. 3-7.5 % off clearance promotions are underway. Consumers can buy before early August, and may be out of stock afterwards.

According to the media to the media, the brand has begun to implement a strategic withdrawal in various cities before. Some cities have only set up special counters. This is the transfer of the company's focus. According to the offline market performance and sales statistics, online may be more suitable for the sales of the Mediolian brand.

The official website shows that Merboline was established in New York in 1915. This centenar brand landed in the Chinese market in 1995 and was acquired by L'Oreal Group the following year.

2. What happened to the Merburon in all offline stores?

We see that the famous beauty giant Merboline began to withdraw from the Chinese market. Many people are more worried about the exit of Meibian. What should we think? In the process of development throughout the market, what should we think of the current market pressure faced by Merburn?

First of all, for the current entire market, a certain market problem in Merbian is normal. This is because the current beauty market in China is actually in a process of rapid update. In the competition of the entire e -commerce market, the old company is gradually losing its original competitive advantage, and some emerging domestic beauty companies, in their own development process, began to quickly rise to seize market share, so In such a background, for some old -fashioned beauty giants, it is an inevitable choice to gradually abandon the offline channels that they don't make money.

Secondly, for the current Mediolian, the market pressure actually faces is very large. Offline channels are a channel method with relatively heavy labor costs and physical costs. In the current situation, in the current situation, in the face of the decline of the market, Meibian began to gradually abandon the original offline market layout, and it is also normal to start to comprehensively turn the online market. However, even if it is the online market, we see that the market competition facing Meibian is very fierce. A large number of new national tide brands have begun to appear. The more traditional and traditional companies such as Merbon often lose their own advantages.

Third, from the perspective of long -term market development, the current US market in China is showing a trend of 28 differentiation. Some top luxury beauty makeup still has a better market influence. However, for most of the evaluations or cost -effective beauty companies, innovation and market price competition has become something that must be selected. From the perspective of long -term market development, the current exit of Meibian is also a unusual choice. Can Meibellia make a difference in the market in the future depends on its innovation and price control capabilities?

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