Why did Maybelline close all offline stores? The force behind this cannot be ignored

Recently, the news that Maybelline, a well-known makeup brand, will close all offline stores has been posted on Weibo. Many people call Maybelline their own beauty enlightenment brand, and feel that it is a pity to close offline stores. Others interpret that the recent closure of offline stores by many foreign brands is related to the Chinese economy and the impact of online channels on offline channels.

However, industry insiders do not agree with the relevant interpretation: starting from market rules, it is normal for Maybelline to adjust its business strategy according to its own development. As for the interpretation of this incident related to economic development, it is more far-fetched, because the strength and potential of the Chinese consumer market are well known, especially in the skin care and beauty industries, which have always been in full bloom.

If it must be said that the market environment has affected Maybelline, then it is more appropriate to say that the power of China is on the rise-although Maybelline was once the beauty enlightener of many people, but now "R&D in China" and "Made in China" are both Chinese skin care and beauty products. It is a strong competitor in the market and a booster for the vigorous development of the entire industry.

The "face value economy" is developing rapidly, but the "brand effect" is weakening

"The 'appearance economy' represented by skin care and beauty is developing rapidly in China. The new generation of consumers has grown up in an era of rapid economic growth. They are willing to invest in appearance and even spend ahead of time. At the same time, Chinese consumers are keen on multiple channels. Shopping, and pay attention to the consumption experience. They not only enjoy the speed and convenience of online shopping, but also need the personal experience of offline stores.” said the relevant person in charge of Sephora. As a global beauty retail giant, Sephora has stores online and offline in China, and its products also involve various global brands. The person in charge said that based on the research on the consumption of tens of millions of members across the country and the survey on consumers in the college community, Sephora found that Chinese consumers used to pay more attention to brand effects in skin care and beauty consumption, but now they are more comprehensive. Consider the product.

From the perspective of specific consumer preferences, Sephora found that brands with personalization, high functionality, sustainability and sustainable development are more likely to be favored by Chinese consumers, "Chinese consumers are eager for personalized and high-end products. , and look forward to finding their own identity. At the same time, young consumers are passionate about skin care, and they need professional functional products to bring real transformation to their skin.”

Under the new consumption habits, whether it is Maybelline or other "foreign brands" need to change with the trend, because consumers are no longer "brand-only". At this time, many local Chinese brands and research and development for the Chinese market ushered in opportunities.

In recent years, the number of Chinese brands in Sephora stores has grown significantly. In order to cater to this trend, Sephora has also formed cooperative relationships with more than 10 Chinese and foreign brands to incubate and support the development of high-end Guochao beauty products according to local conditions. At present, the products of such national fashion brands have accounted for 10% of the overall selection.

According to industry insiders, China's skincare and beauty market has entered a new stage of "paying for quality", which provides opportunities for many local brands. However, as far as the entire industry is concerned, those mature "foreign brands" still have opportunities and advantages. Because from an objective point of view, there is still a big gap between local brands and "foreign brands".

The relevant person in charge of Shanghai Mei Group said that although the technology content of local products is getting higher and higher, domestic brands have started late in scientific research, especially basic research, and there is huge room for progress and development. In addition, there are no multi-brand international cosmetics giants such as Procter & Gamble, L'Oreal and Estee Lauder in China. The advantage of multi-brand is that companies are more resistant to risks and can meet the needs of different consumer groups.

A relevant person in charge also said that local brands must break through the bottleneck of "reliance on raw materials". At present, the basic raw materials of many skin care products still rely on top foreign bio-manufacturing companies. "If local brands do not have the ability to innovate independently, they cannot get out of the dilemma of 'rolling raw materials' and 'rolling prices'. Skin care products and cosmetics belong to the field of chemistry, and foreign majors The company has almost monopolized all kinds of important chemical patents. Only by increasing scientific research efforts can domestic brands break through the situation that raw materials are controlled by others.”

"Domestic skin care and cosmetics companies must rely on themselves to develop." Bao Xijun also said that the basic research and product formulations of overseas cosmetics groups are absolutely confidential, even if local developers have experience working in the laboratories of overseas cosmetics groups, they are almost No access to the core scientific research results. It is precisely for this reason that if Chinese brands want to gain a foothold in the market and have a greater influence in the world, they must accelerate the formation of their own scientific research teams, cultivate their own R&D talents, and even build their own basic research systems.