新锐国货倒在了618大促

Core Viewpoint - The beauty industry is facing significant challenges, as evidenced by the closure of the brand "Jing Sheng Zhi Yuan," which was established in 2021 and will cease operations due to rising operational costs and strategic adjustments [1][2][5]. Company Overview - "Jing Sheng Zhi Yuan" was founded in July 2021, positioning itself as a pharmacist-created brand focused on targeted anti-aging solutions [5][11]. - The brand's official announcement indicated that it would stop operations on July 10, 2025, with all sales channels closing on June 11, 2025 [2][5]. - The brand's product offerings included five main items, with sales figures indicating a relatively small market presence [19]. Industry Context - The beauty industry is experiencing a downturn, with reports of declining import values for beauty products reaching a five-year low [1]. - The competitive landscape has intensified, leading to a high rate of closures among new domestic brands, with "Jing Sheng Zhi Yuan" being one of five brands that announced shutdowns in 2024 [32][34]. - The market has shifted from growth to consolidation, making it difficult for smaller brands to survive against larger competitors [32][34]. Financial and Operational Challenges - The brand cited increasing promotional costs and operational pressures as key reasons for its closure [2][22]. - The overall survival rate for new domestic beauty brands is estimated to be only 2-3 years, highlighting the difficulties faced by emerging companies in the current market [35][37]. Market Positioning and Strategy - "Jing Sheng Zhi Yuan" attempted to leverage its pharmacist background to differentiate itself in a crowded market, but ultimately struggled to gain significant traction [23][37]. - The brand's marketing efforts, including collaborations with celebrities, did not yield the expected results, indicating challenges in achieving brand visibility and consumer engagement [22][31]. Conclusion - The closure of "Jing Sheng Zhi Yuan" reflects broader trends in the beauty industry, where rising costs, intense competition, and shifting market dynamics pose significant challenges for new entrants [1][32][37].