春纪线上撤出 丸美生物转押彩妆？

Core Viewpoint - The beauty brand Chunji under Marubi Bio is quietly exiting the market, with its flagship store on major e-commerce platforms closed and no new products launched since July 2024 [1][2][3]. Group 1: Brand Performance and Market Presence - Chunji's flagship store on Tmall announced its intention to cease operations by October 26, 2025, and has already removed all product links since August 2023 [1]. - The brand has closed its stores on multiple e-commerce platforms, including JD, Chuchujie, Mogujie, Pinduoduo, and Juanpi, and has not updated its WeChat account since early 2023 [1][2]. - Chunji's last registered product was recorded in July 2024, indicating over a year without new product launches [1]. Group 2: Historical Financial Performance - Chunji was launched in 2007 with a focus on natural skincare for young women, and at its peak, it contributed significantly to Marubi Bio's revenue, with sales rising from 144 million yuan in 2014 to 170 million yuan in 2016, accounting for 14.11% of total revenue [2]. - However, after 2016, Chunji's revenue declined to 142 million yuan by 2018, reducing its market share to 9.06% [2]. - Since Marubi Bio's IPO in 2019, Chunji's specific revenue figures have not been disclosed, but the company acknowledged a decline due to intensified market competition and limitations of traditional marketing [2]. Group 3: Strategic Shift and Market Trends - Marubi Bio's strategic shift from Chunji to its rapidly growing color cosmetics brand, Lianhuo, is evident, with Lianhuo's revenue skyrocketing from 66.17 million yuan in 2021 to an expected 1 billion yuan in 2025 [3]. - The rise of domestic color cosmetics brands, fueled by the "Guochao" trend, has contributed to Lianhuo's success, while Chunji's unclear brand positioning and fluctuating strategies led to a loss of both existing and potential customers [3]. - Industry experts suggest that Chunji's exit may be part of Marubi Bio's plan to explore a new business model, emphasizing the need for clearer brand positioning and channel strategies for future success [3].