suddenly!A well -known brand: It will close all offline stores in China

After entering China for more than 20 years, the beauty big -name Meibian will close the offline stores one after another. News on July 28, this makeup brand belonging to L'Oreal Group is gradually closing all offline stores in China, and only retains Watsons's counter offline. This is not the first time Merboline has closed offline channels. Previously, it had evacuated large merchants such as Carrefour, Wal -Mart, and then withdrew from department stores.

In response, Merboline responded that in order to comply with changes in market and consumer demand, it has conducted strategic transformation of traditional offline channels since 2020 to achieve online absorption and interactive experience stores, thereby bringing diversified diversification to consumers The shopping experience will continue to create more powerful high -quality items in the future.

It was the first share of the Chinese makeup market

Public information shows that Merboline was founded in 1917 and produced the first modern eye cosmetics in the world for veteran beauty brands in the United States. It was acquired by L'Oreal Group in 1996 and officially changed its name to "Merboline New York" in 2004. The headquarters moved to New York.

Photo source: Public comment

Meibian 1997 entered the Chinese market and positioned Volkswagen cosmetics. It has taken the first eyeliner and eye shadow of many netizens. It is the memories of a generation. According to the research data of relevant agencies, from 2015 to 2019, Merboline has always been the number one brand in China's makeup market share. However, with the continuous competition in the mass makeup market, the rise of Japan and South Korea and domestic makeup brands, Mo Baolian's market share has fallen from 30.9%to 23.3%.

In the sales list of the e -commerce platform, Meibian's ranking continued to decline from the initial first. In Tmall's 2017 Double Eleven pre -sale popularity list, Meibian ranked first, but in 2020, it fell to the ninth place in the makeup sales list, and fell out of the top ten last year.

Instead, it is a new domestic brand brand. After the appearance of the domestic beauty brand, he planted young people with grass and other platforms such as Xiaohongshu and Douyin, and quickly came out of the circle with the drive of the head anchor. In 2020, the top two of the Tmall Double Eleven Makeup Sales List were perfect diary and Hua Xizi.

Market decline, strategic withdrawal cabinet

The market share has fallen sharply, and Merboline opened a strategic retreat early in the morning. In 2018, Meibian gradually evacuated from large stores such as Carrefour, Wal -Mart, and issued a statement saying that in the future, it will take e -commerce, cosmetics stores, department stores, shopping malls, and new boutique stores as key sales channels.

Photo source: Public comment

In 2020, Meibian withdrew from the department store and withdrew from the sales counters in the northern cities such as Beijing, Changchun, and Harbin. In June of the same year, the Meibian counter in Shanghai Department Store retreated collectively. From the perspective of industry insiders, in addition to the impact of domestic products, online channels have become the main force of beauty brand sales, and large -scale offline stores are not suitable for cheap mass makeup brands. Under the impact of the epidemic, the sales of beauty categories are greatly affected, and exit is inevitable.

On the other hand, the L'Oreal Group, which belongs to Merboline, is also adjusting its strategy. L'Oreal's 2021 financial report shows that the sales of Volkswagen consumer goods were 12.23 billion euros, an increase of only 4.5%year -on -year. The sales of luxury product departments with brands such as Helena, Lancome, and Takamura increased by 21.3%year -on -year, and they are also the largest business department of the group.

Last year's Tmall Double Eleven Beauty List, the top four were still occupied by the four high -end brands of Estee Lauder, L'Oreal, Lancome, and the last four high -end brands, and Hellena was on the list for the first time. Under the changes in consumer preferences, the Group's strategic gravity has shifted to high -end brands. Merboline shrinks offline to online, which may be more advantageous.

Source: Southern Metropolis Daily

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