Marubi(SH:603983) FBeauty未来迹·2026-01-08 13:30Core Viewpoint - The beauty industry is experiencing a complex relationship with offline channels, as brands are increasingly returning to physical stores despite the challenges posed by online growth saturation and declining advertising efficiency [2][3]. Group 1: Offline Market Trends - As of the first three quarters of 2025, the total number of CS stores in China reached 136,000, with 38,000 new stores opened in that period. Although sales saw a 2.8% year-on-year decline, the decrease has significantly narrowed, indicating a strong recovery signal in offline beauty retail [2]. - The decline in the number of department store beauty counters has also slowed to nearly 30%, suggesting a stabilization in the offline beauty market [2]. Group 2: Marubi's Offline Strategy - Marubi's founder and CEO, Dr. Sun Huaqing, emphasized a proactive approach to offline channels, advocating for continuous investment and long-term development, encapsulated in the four key terms: faith, belief, trust, and confidence [3][14]. - In 2025, Marubi launched five major new products and conducted numerous promotional events, including a nationwide "One-Day Store Manager" tour across 24 cities, which effectively converted online interest into offline store visits [5][12]. Group 3: Product and Consumer Engagement - Marubi's strategy focuses on a value chain that combines product, emotion, and experience to encourage consumer visits and conversions in stores [5][12]. - The introduction of innovative products, such as the "Small Gold Needle Hydrating Mask" and "Big Red Shield Sunscreen," addresses specific consumer needs and enhances in-store experiences [6][9][8]. Group 4: Emotional and Experiential Marketing - Marubi's marketing campaigns, such as the collaboration with spokesperson Yang Zi for International Women's Day, aim to empower women and deepen the brand's commitment to feminist themes [10]. - The brand also partnered with contemporary artist Song Santu for the Eye Cream Festival, adding emotional and cultural depth to its products [10][11]. Group 5: Building Trust and Confidence - Marubi's approach to trust involves maintaining a collaborative relationship with distribution channels, ensuring clear product strategies and stable pricing, which fosters sustainable partnerships [18][13]. - The company's confidence stems from its strong research capabilities and understanding of market trends, positioning offline channels as essential for long-term investment [20][26]. Group 6: Research and Development Strength - Marubi's commitment to R&D is evident in its substantial patent portfolio, with 673 patent applications and 384 granted, which supports its ability to innovate and maintain a competitive edge [20][24]. - Collaborations with 33 universities and research institutions have enhanced Marubi's understanding of Chinese skin, further solidifying its market position [21][24]. Group 7: Future Outlook - In 2026, Marubi plans to refine its offline strategy by focusing on core product lines and enhancing emotional marketing, while continuing to engage consumers through salons and promotional activities [26][28]. - The brand views offline channels not merely as a supplementary strategy but as a primary focus for future growth, emphasizing the importance of sustained investment in physical retail [28].