丸美生物押注彩妆？

Core Viewpoint - The beauty brand Chunji under Marubi Biotech is quietly withdrawing from the market, with its flagship store on major e-commerce platforms already closed and no new products launched in over a year [1][2]. Company Overview - Marubi Biotech launched Chunji in 2007, focusing on natural skincare for young women and was once a significant brand within its portfolio [2]. - Chunji's revenue peaked between 2014 and 2016, reaching 170 million yuan, but declined to 142 million yuan by 2018, with its revenue share dropping from 14.11% to 9.06% [2]. - After Marubi Biotech went public in 2019, Chunji's specific revenue data was no longer reported, although it was noted that the brand faced challenges due to increased competition and traditional marketing limitations [2]. Market Dynamics - In contrast to Chunji's decline, Marubi Biotech's makeup brand, Lianhuo, has seen rapid growth since its launch in 2017, with revenues increasing significantly from 66.17 million yuan in 2021 to an expected 1 billion yuan in 2025 [2][3]. - The rise of domestic makeup brands in the context of the "Guochao" trend has contributed to Lianhuo's success, while Chunji struggled to maintain its market position [3]. Strategic Insights - The withdrawal of Chunji is attributed to unclear brand positioning and fluctuating business strategies, leading to a loss of both existing and potential customers [3]. - Experts suggest that for Chunji to succeed, it needs a clearer and more unique positioning and channel strategy, indicating that the brand's traditional operational model may no longer be viable [3].