从卸妆油王座到芳疗乌托邦：年销十亿的逐本，为何急于转型？

Core Insights - The article discusses the rapid rise and subsequent strategic shift of the brand "Zhubon," which achieved significant sales in the makeup remover category but is now facing challenges in profitability and market saturation [1][14][17]. Group 1: Company Performance - Zhubon became the sales champion in the makeup remover category on Tmall by 2025, with sales revenue exceeding 1 billion yuan and a market penetration rate of 10% [1]. - The brand's sales peaked at nearly 1 billion yuan in 2021, with a growth rate of 400% and cumulative sales of over 8.3 million bottles [13]. - However, by 2025, the company's revenue stagnated at around 1 billion yuan, indicating a plateau in growth [14]. Group 2: Strategic Shift - Facing a saturated market and declining profit margins, Zhubon is attempting to rebrand itself away from being solely a makeup remover company to a broader lifestyle and aromatherapy brand [1][18]. - The company has initiated significant organizational changes, including layoffs and the closure of unprofitable business lines, to focus on profitability and core operations [18]. - Zhubon is expanding its product line beyond makeup removers to include essence oils, creams, and fragrances, aiming to position itself as a lifestyle brand [20]. Group 3: Market Challenges - The Chinese makeup remover market is experiencing a contraction, with retail sales projected to decrease from 10.8 billion yuan in 2021 to 9.3 billion yuan by 2024, indicating limited growth potential for Zhubon in its current category [17]. - The brand's high marketing costs, exceeding 100 million yuan in a single channel in 2025, are eroding its profit margins, complicating its growth strategy [14][15]. - The transition to a lifestyle brand poses risks, as the new market segment is less defined and may require extensive consumer education and acceptance [20][21].