To the ex.
Wen | Linzi
The Korean brand and the former Chinese general generation staged another "palace fight" drama. A few days ago, a statement issued by Shanghai Meicai Trading Co., Ltd. was suspected of involving the operation of a Korean makeup brand.
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On March 5, Shanghai Meicai Trading Co., Ltd. issued a statement saying that "the recent large number of false statements circulating in the market about 'changing the brand name after the upgrade of the MCC brand' have adversely affected the company", and said that "Chinese mainland the registered name of the MCC brand is 'MCC Meika Moka', the brand name has never been changed, and there is no other Chinese name." ”
▍Statement letter from Shanghai Meicai Trading Co., Ltd
The statement also said that Shanghai Meicai Trading Co., Ltd. is the only authorized agency of MCC in Greater China and is a direct brand operator officially authorized by one International, a Korean brand.
On December 27 last year, the MORCANCOS "Metamorphosis Upgrade • Perfect New Life" upgrade tasting meeting held by Hangzhou Chunyuan Trading Co., Ltd. was held in Hangzhou. According to media reports, at the press conference, the Moken brand officially upgraded the English name to "MORCANCOS" and showed the product matrix and counter image after the initial upgrade.
According to the Blue Eye investigation, the statement of Shanghai Meicai Trading Co., Ltd. may be related to the "upgrade" of Moken.
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According to the official website of MCC brand Korea, MCC was founded in 2010 by South Korean makeup company VOV Co., Ltd.
According to media reports, on May 1 of the same year, MCC Makeup China Marketing Headquarters settled in Hangzhou. As a makeup brand imported from Korea, MCC Makeup was introduced into China by Hangzhou Zheren Trading Co., Ltd., and is responsible for the development and management of the Chinese market.
According to industrial and commercial information, Hangzhou Zheren Trading Co., Ltd. was established in May 2010 as a foreign trade company engaged in imported makeup, headquartered in Hangzhou, Zhejiang. According to industry media reports, Hangzhou Zheren Trading Co., Ltd. is the marketing headquarters of South Korean MCC Makeup in China. In May 2010, after taking over the general agency right of MCC Chinese mainland, Hangzhou Chunyuan Trading Co., Ltd. set up an independent subsidiary, Hangzhou Zheren Trading Co., Ltd., to be responsible for MCC's operation in the Chinese mainland market. That is to say, Hangzhou Zheren Trading Co., Ltd. is a company that came into being for MCC's operation in the Chinese mainland market.
On November 30, 2011, the "Invitation to Win-Win and Share the Beauty Of Color" MCC China Listing Conference and Regional Merchants Association (Zhejiang Station) was held in Hangzhou. The holding of this conference also marks the official landing of the Korean MCC brand in China.
According to the China Trademark Network, on May 14, 2011, Hangzhou Chunyuan Trading Co., Ltd. registered the trademark "Moken". On December 5, 2011, Korea First International Co., Ltd. (ONE International Corporation of Korea) applied for the registration of the trademark "MCC".
▍Truncated from China Trademark Network
On October 23, 2015, some industry media reported that in March 2012, Hangzhou Zheren Trading Co., Ltd. bought 50% of the equity of MCC, realizing the transformation from the brand's general representative to the brand's shareholder. This matter has caused quite a stir in the industry.
According to another industry media report, the cause of the incident originated in early 2012, when VOV sold its brands VOV, CASTLEDEW and MCC to South Korea's LG Group. Wang Zhili, chairman of Hangzhou Chunyuan Trading Co., Ltd., once revealed to the media that at that time, due to the large number of its brands, LG Group also had more efforts to operate the new MCC brand, so its branch in South Korea launched anti-acquisition negotiations with LG in 2012 and won the ownership of the MCC brand.
At the moment, however, both sides have their guns on the acquisition. Yesterday (March 27), Ao Xiang, general manager of Shanghai Meicai Trading Co., Ltd., denied this to Blue Eye. He said that South Korea's ONE International company and Hangzhou Chunyuan Trading Co., Ltd. are just a simple trade relationship. The information he learned from the Korean side was that MCC was a brand wholly owned by ONE International in South Korea. Subsequently, Ao Xiang also provided Qingyan with the contract proof that the Korean side acquired the MCC brand from LG Group that year, and the subject of the contract proof was Yoo Byung-joo, president of South Korea's ONE International.
On the same day (March 27), BlueEye verified this statement with Wang Zhili. He did not agree with the Korean side's statement, saying that he did pay for it at that time, but because there was no written document, he did not want to think about this matter anymore, nor did he want to talk about it anymore, "Let him go in the past."
It is worth mentioning that around 2016, it is also a period of rapid development of the MCC brand in the Chinese market. According to Futi Beauty, in July 2015, MCC signed a monopoly supply contract with a Taiwanese company. In August 2015, MCC was stationed at the No.1 Department Store in Jinhua, Zhejiang Province, China. According to media reports, under the operation of Hangzhou Zheren Trading Co., Ltd., the MCC brand has achieved rapid growth. As of 2016, the brand's annual sales have exceeded 100 million yuan, covering more than 2,000 CS outlets.
However, just last year, the MCC brand side South Korea ONE International and China's general representative Hangzhou Chunyuan Trading Co., Ltd. were rumored to have "broken up". An industry insider pointed out that after the "break-up", the MCC brand side South Korea's ONE International company retained the English name "MCC", and Hangzhou Chunyuan Trading Co., Ltd. retained Chinese name "Moken". In this regard, Ao Xiang told Blue Eye that as far as he knew, in September 2018, Han issued a notice letter to Hangzhou Zheren Trading Co., Ltd., requesting the termination of the cooperative relationship.
After the "breakup", the two companies began to operate independently of their respective brands. According to the China Trademark Network, on June 14, 2018, One International of South Korea registered the trademark "MeccaMoca". On October 17, 2018, Hangzhou Chunyuan Trading Co., Ltd. applied for the registration of the trademark "MORCANCOS". On November 23, 2018, Shanghai Meicai Trading Co., Ltd. applied for the registration of the trademark "MCC M".
According to industrial and commercial information, Shanghai Meicai Trading Co., Ltd. was established on March 1, 2018, which is a Sino-foreign joint venture company. According to a statement released by Shanghai Meicai Trading Co., Ltd. in November 2018, "In October 2018, Korea (Co., Ltd.) First International Co., Ltd., a subsidiary of the MCC brand, officially invested in and registered Shanghai Meicai Trading Co., Ltd. in China, and the Korean MCC headquarters decided to start in 2019, and Shanghai Meicai Trading Co., Ltd., a subsidiary of the South Korean headquarters, was responsible for fully expanding the omni-channel operation rights of MCC makeup in the Chinese market."
So, are there conflicts between the two brands operating separately today? In this regard, Ao Xiang told Blue Eye, "At present, only Shanghai Meicai Trading Co., Ltd. has the right to operate the MCC brand of original imported makeup in South Korea. Moken is the brand operated by MCC's original China General Agent. In fact, the two brands have no doubts, first of all, the names are different, but the topic of some people in the market who do not know the reason. Let's just do ourselves. ”
At this point, the relationship between the two brands, as well as the relationship between the four companies, can also be regarded as surfaced.
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Lin Zi noted that at present, the official Weibo and WeChat public accounts of the two brands have been operated separately. "MCC Makeup China", operated by Hangzhou Chunyuan Trading Co., Ltd., has been renamed "MORCANCOS Moken" on January 2 this year, and has 3187 fans so far. On December 18, 2018, Shanghai Meicai Trading Co., Ltd. re-registered a Weibo account called "MCC Imported Makeup", which currently has 20,859 fans.
▍Taken from MORCANCOS Moken, MCC imported makeup official Weibo
The WeChat public account "Korea MCC Makeup" operated by Hangzhou Chunyuan Trading Co., Ltd. was changed to "MORCANCOS Moken" on December 29, 2018, and the account main body is Hangzhou Zheren Trading Co., Ltd. On November 30, 2018, Shanghai Meicai Trading Co., Ltd. re-registered the WeChat public account named "MCC Korea Makeup" and changed the account name to "MCC Meika Mocha" on December 12.
▍Taken from MORCANCOS Moken, MCC Meika Mocha official WeChat public account
In addition to the different trademarks and independent operations, in order to distinguish it from MCC Meika Mocha, MORCANCOS has made great differences in brand positioning, product categories, and marketing promotions.
In terms of brand positioning, MCC Meika Mocha is positioned as "Korean Urban Light Makeup", and the brand concept is "More Creative, More Complete", "Achieve Innovation, Realize Self". MORCANCOS is positioned as "Plant-based Skin Care Makeup", and the brand concept is "More Creative, Can Simple, Eco Cosmetic", "More Innovative, Simpler, Safer".
▍The upper is the MCC Mecca Mocha brand positioning, and the lower is the MORCANCOS Moken brand positioning
In terms of product categories, MCC Meika Mocha advocates product refinement and simple sales, and the number of SKUs has been reduced from 126 in the past to 90, accounting for 48% of the category makeup, 21% of lip makeup and eye makeup, and 10% of makeup removal. Morcancos, on the other hand, divides its product structure into nine series, with a total of 41 items and 111 SKUs, and base makeup and lip products will be the main categories.
It is worth noting that the official website of the State Food and Drug Administration shows that MCC Mecca Mocha has filed a total of 32 products on the imported non-special cosmetics filing platform, and MORCANCOS has filed a total of 88 products on the domestic non-special cosmetics filing platform.
▍The upper is the MeccaMoka filing information, and the lower is the Moken filing information (screenshot at 17:25 on March 27, 2019)
In terms of manufacturers, MCC's full line of products are processed by Koma, South Korea, while MORCANCOS's MOKON products are developed and produced from Cosmex.
At the same time, perhaps in order to distinguish it more clearly from MORCANCOS Moken, MCC Meika Mocha also changed its spokesperson this year, changing the brand image spokesperson from the original Chen Yiser to Korean actress Ko Joon-hee.
From the above aspects, the two are actually two different brands. However, the same thing is that MCC Mecca Mocha and MORCANCOS have both made brand upgrade moves this year, and they are both attracting investment. In an interview with BlueEye, an Anhui agent revealed his interest in the original imported MCC brand in South Korea, saying that he is currently negotiating cooperation with MCC Meika Mocha and is optimistic about the future development of the brand. Another Retailer in Guizhou revealed in an interview that due to the replacement of the national general agent and Guizhou agents, the MCC Meika Mocha he had previously represented was no longer done, and he was ready to do morcancos Moken brand, in his view, "Chinese understand the market better."
Perhaps, in the minds of channel providers, the past of the brand is not important, what is important is who can do a good job in the Chinese market in the future.
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