阿里系撤资退出，自有品牌不温不火，丽人丽妆如何讲好新故事

Core Viewpoint - Alibaba's complete exit from Liren Lizhuang after 13 years of investment indicates a significant shift in the company's strategic direction and highlights the challenges faced by Liren Lizhuang in recent years [2][3][6]. Group 1: Alibaba's Exit - Liren Lizhuang announced that Hangzhou Haoyue, an Alibaba subsidiary, sold all its shares, totaling 70.38 million shares, which represents 17.57% of the company's total equity, for a total price of 486 million yuan at 6.9 yuan per share [3]. - The exit marks the end of a partnership that began in 2012 when Alibaba invested in Liren Lizhuang, initially acquiring a 20% stake [3][4]. - The departure of board member Han Wenfei, who has been closely associated with Alibaba's investment in Liren Lizhuang, further signifies the end of Alibaba's involvement [4][6]. Group 2: Financial Performance - Liren Lizhuang reported a loss of 24.4 million yuan in 2024 and 18.32 million yuan in Q1 2025, with a revenue decline of 14.78% in 2023 and a 21.98% drop in 2022 [7][8]. - The company attributed its revenue decline primarily to the termination of partnerships with several major brands, including L'Oreal and Lancôme, which has significantly impacted its business model [7][8]. - The company's self-owned brand development has been slow, with self-owned brands accounting for less than 10% of total revenue as of 2023 [8]. Group 3: Strategic Shift - Liren Lizhuang is facing challenges due to the changing landscape of online retail, with traditional e-commerce channels losing traction [10][11]. - The company aims to reduce its reliance on single traffic platforms and enhance the development of its self-owned brands, with plans to focus on brands like "Yurongchu" and "Meiyitang" [10][11]. - In 2023, Liren Lizhuang reported a significant net profit increase of 121.19%, attributed to strong growth in emerging channels, with over 15% of revenue coming from new platforms like Douyin [11].