考虑出售玫珂菲，LVMH集团“甩包袱”？

Core Viewpoint - LVMH is considering selling its makeup brand Make Up For Ever and skincare brand Fresh, as well as divesting part of its stake in Fenty Beauty due to declining performance and profitability challenges in the luxury market [2][3][4]. Group 1: Brand Performance - Make Up For Ever, founded in 1984 and acquired by LVMH in 1999, has been experiencing losses for several years, with an average price point of 300-500 RMB [2][3]. - Fresh, established in 1991, has also been facing difficulties, including the closure of multiple stores in China between 2024 and 2025 [3]. - Fenty Beauty, co-founded by Rihanna, initially gained popularity but has not maintained its momentum, leading to a decline in brand visibility [3]. Group 2: Financial Performance of LVMH - LVMH's total revenue for 2025 is projected to be 80.8 billion euros, a decrease of 3.876 billion euros (5%) from 2024 [4]. - The company's operating profit and net profit are expected to decline by 9% and 13%, respectively, amounting to 17.755 billion euros and 10.878 billion euros [4]. - In 2024, LVMH's revenue was 84.683 billion euros, down 2% year-on-year, with operating profit and net profit decreasing by 14% and 17%, respectively [4]. Group 3: Market Trends and Strategic Shifts - The luxury market is shifting from oligopoly to a more diversified landscape, with increasing competition from niche and custom brands [4]. - Consumer behavior is changing, with a decreasing willingness to pay premium prices, prompting luxury brands to focus on product innovation and service improvement [4]. - LVMH's strategy may involve divesting non-core brands to concentrate resources on stable growth brands like Dior and Guerlain, reinforcing its position in the high-end beauty market [5].