引入平价彩妆，丝芙兰的自救

Core Viewpoint - Sephora is undergoing a transformation by collaborating with affordable makeup brands to diversify its offerings and address declining sales in the Chinese market, which has led to losses [2][5][6]. Group 1: Brand Collaborations - Sephora has partnered with several affordable makeup brands, including BABI, Lianhuo from Marubi, and Sanzitang, which are characterized by their low prices and strong sales performance [2][3]. - Lianhuo, launched in 2017, reported significant revenue growth, with 2023 revenue reaching 643 million yuan, a 125.14% increase year-on-year, and is projected to exceed 1 billion yuan in 2025 [3]. - BABI's products, priced around 50 yuan, have also seen impressive sales, with total sales reaching 600 million yuan by the end of 2023, and a projected GMV of 750 million yuan in 2025, reflecting over 70% growth [3]. Group 2: Market Position and Challenges - Sephora, traditionally known for its high-end positioning and exclusive partnerships with luxury brands, is now blurring the lines between high-end and affordable makeup, which may dilute its unique market identity [4][5]. - The high-end makeup market in China has been experiencing a slowdown, with a reported 8% contraction in consumer spending from 2021 to 2023, impacting major brands like L'Oréal and Estée Lauder [12]. - The shift towards affordable brands is seen as a response to the rapid growth of budget makeup brands and the changing dynamics of consumer preferences, particularly among younger demographics [6][11]. Group 3: Consumer Sentiment and Performance - Consumer feedback indicates dissatisfaction with Sephora's shift towards affordable brands, with long-time members feeling that the brand is lowering its standards and losing its premium shopping experience [8]. - Financial reports show that Sephora China has been facing consistent losses, with a combined net loss of 1.2 billion yuan in the first half of 2025, following a trend of declining revenues [9]. - The competitive landscape has intensified with the rise of new beauty retail brands that focus on high cost-performance ratios, further challenging Sephora's traditional business model [10][11].