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Core Viewpoint - Estée Lauder is considering selling its Korean beauty brand, Tigi, amid declining performance and increasing market competition, reflecting a strategic shift towards investing in brands with higher growth potential [1][4][8] Group 1: Company Performance - Tigi, established in 2004, initially gained popularity with its "post-medical" positioning and innovative products, expanding internationally by opening its first boutique in New York in 2008 and entering the Chinese market in 2013 [3][4] - Estée Lauder acquired a one-third stake in Tigi's parent company, Have&Be, in 2015 when Tigi's annual sales were 863 billion KRW (approximately 443 million RMB), and later fully acquired Have&Be in 2019 for about 1.1 billion USD (approximately 781 million RMB) [4][6] - Tigi's sales peaked at 489.8 billion KRW (approximately 2.518 billion RMB) in 2018, but projected revenue for this year is only 150 million USD (approximately 958 million RMB), significantly below the expected 500 million USD (approximately 3.544 billion RMB) [4][6] Group 2: Market Challenges - Estée Lauder's overall performance has been declining, with net sales dropping to 14.326 billion USD (approximately 100.15 billion RMB) in fiscal year 2025, an 8% decrease, and a net loss of 1.133 billion USD (approximately 791.8 million RMB) [6][8] - The company's various business segments, including skincare and makeup, have seen revenue declines, with makeup experiencing a 6% drop and operating losses in several categories [6][8] - Consumer dissatisfaction with Tigi products has been noted on social media, indicating a decline in product quality and customer service [5][6] Group 3: Strategic Shifts - Estée Lauder's new CEO, Stéphane de La Faverie, has initiated a significant transformation strategy called "Beauty Reimagined," focusing on consumer-centric growth and optimizing brand investments [7][10] - The company is prioritizing high-growth brands and may divest underperforming ones, with Tigi among those potentially on the chopping block [8][10] - Recent financial reports indicate a recovery in sales, particularly in the high-end market in China, where certain brands have shown double-digit growth, suggesting a strategic pivot towards premium offerings [9][10]