Recently, the well-known mask brand Meiji
Official online store on multiple e-commerce platforms
Displays the product is no longer available
The official mini program of Meiji was also released
Payment will be made on the closing announcement on the same day
It was announced that the official store of Magic will be closed on October 30th
Announcement of the closure of the Meiji Mini Program
The reporter combed and found that at present, the official flagship store of Meiji Tmall and the Meiji Douyin skin care flagship store are no longer searchable, and all the products in the self-operated flagship store of Meiji Jingdong have been removed from the shelves. The official public account of Meiji, the update time stayed on July 31 this year, and there was no update after that.
According to the store customer service of the relevant e-commerce platform, the official sales channel of the Meiji brand stopped placing orders from September 30. Users can continue to purchase products through offline channels.
It was the first stock of facial mask listed in China
Magic Mask was founded in 2003
Because of the pioneering creation of a
A new model for selling facial masks
"Affordable Mask + Single Sheet Sales"
Redefined the FMCG attributes of mask products
Transform a face mask into a trendy beauty FMCG product
And "catching up" Watsons may be one of the reasons for the rapid development of Meiji's offline channels. According to public information, in 2005, Meiji entered Watsons, and in 2007, Meiji became the No. 1 selling product in Watsons' mask category.
In 2010, Meiji was listed on the Hong Kong Stock Exchange and became the first listed stock of facial mask in China. In 2012, Magic Mask reached its historical peak, accounting for 26.4% of the domestic market share and sales of more than 1 billion yuan. In 2013, the retail sales of Magic in the Watsons channel reached 470 million yuan, contributing 70% to the total sales of Magic Mask.
Acquired by L'Oréal
Online performance has been poor in recent years
In 2013, the limelight was favored by the international beauty giant L'Oreal Group, which wholly acquired the company for 6.538 billion Hong Kong dollars (equivalent to about 5.433 billion yuan) and incorporated it into the mass cosmetics department, which was also the highest amount of foreign acquisition of Chinese daily chemical brands at that time. In 2014, Meiji was delisted from the Hong Kong Stock Exchange and officially became a member of L'Oréal.
In August 2016, L'Oreal's financial report disclosed the performance of Meiji, with an impairment loss of 213 million euros (about 1.667 billion yuan) in the first half of the fiscal year of 2016.
In 2014, L'Oréal China R&D Center set up the "Miracle Mask Research Center" and launched a fresh-injected mask, which prompted Miracle to achieve double-digit growth in 2017, but the market share of Miracle Mask fell out of the top six.
In 2018, the United States was completely removed from Watsons. L'Oréal responded at the time that Midea's withdrawal from Watsons was a strategic decision of the brand, that is, to take e-commerce as the main channel of the brand. The whitening milk skin mask launched in the first half of 2019 once ranked TOP1 on Tmall whitening mask; The SOS first-aid gauze mask, which was launched in December 2019, rushed into the TOP2 of Tmall repair mask when it was launched.
Feigua data shows that in the first half of 2024, the GMV (total merchandise transaction) of Meiji Douyin will be 10-250,000 yuan, ranking 4,176 in Douyin beauty. In the past few years, its performance on Douyin has also been unsatisfactory. From 2021 to 2023, its Douyin GMV will be 100-2.5 million yuan, 500-7.5 million yuan, and 2.50-5 million yuan respectively, ranking outside the top 1,000. In the context of the current annual GMV of Douyin, the star product of the head beauty brand, often exceeds 100 million yuan, and the sales of Meiji are slightly sluggish.
Netizen comments: It used to be really hot
More than a decade ago
Beauty is many
A common presence in skincare products
As soon as the news came out
Many people sighed: It used to be a real fire
Ranked number one! Congratulations to Jinjiang!
Jinjiang, this girl, is out of the circle!
Source | 987 Private Car Broadcasting, Guangzhou Daily,
Xiaoxiang Morning News, Popular Daily
Edit | Chen Yueyan
Audit | Chen Wenjing, Zhang Zhenye, Zeng Sumei