编辑 | 文定 近日，一则来自淘宝店"呆瓜小伙伴"的微博在美妆圈内悄然流传。这家拥有45万粉丝、运营长达十年的个人代理老店，正式宣布将在2月底全面下架所有 商品，剩余库存正以全场7折的力度进行清仓。 近两年，从服装到美妆，一批批曾风光一时的店铺接连闭店。在平台内卷加剧、监管持续收紧、电商玩法快速迭代的多重夹击之下，电商这门生意，似乎 正变得越来越难做。 头部美妆代理店闭店 派代小编打开"呆瓜小伙伴"的店铺，发现其店内销售商品较为多样，既有珀莱雅红宝石面霜、玉泽油敏霜等知名国货美妆爆款，也有一些防晒和美妆工具 等品类，价格大多集中在几十元至百元区间，整体定位偏向平价实用派。 为保持价格吸引力，店铺还配合了平台"满200减60"、"满400减120"等促销活动。 一个值得留意的细节是，店铺中不少产品链接提供"小样装"产品，相比品牌旗舰店，这相当于为消费者提供了一个低门槛的"试用入口"，也体现出个人代 理店在货盘组织上的灵活性。不过，目前大部分商品都是售罄状态。 从数据看，这家店无疑是平台生态中的"优等生"。45.8万的粉丝数，30万+的年销量，5.0分的"宝贝质量"评分、99%的88VIP好评率，以及"小众成分护 ...

Core Insights - The cosmetics industry is experiencing a significant downturn, with many brands being sold or shut down rather than achieving sales success during promotional events [1][22] - Over 50 beauty brands have been categorized as "abandoned" this year, with notable examples including L'Oréal, Estée Lauder, and Unilever [1][5] - The trend indicates a shift from large-scale brand coverage to a focus on optimizing brand portfolios among international beauty giants [8][13] Brand Sales and Closures - International beauty giants have sold over 30 brands this year, including Unilever's sale of the high-end skincare brand CeraVe and Kering's sale of its beauty division to L'Oréal for €4 billion (approximately ¥331.96 billion) [3][5] - The majority of these "abandoned" brands were acquired at high valuations between 2014 and 2020, with some, like Avon, being sold for $3.7 billion (approximately ¥263.45 billion) after struggling to perform [6][7] - In 2025 alone, 16 international brands have been shut down due to operational difficulties and strategic misalignment, with L'Oréal closing three brands [14][18] Reasons for Brand Abandonment - The primary reasons for brand sales include the need for international beauty companies to streamline operations and focus on profitable segments, as seen with Unilever's efforts to make CeraVe profitable [7][18] - Many brands are facing challenges such as declining performance, increased marketing costs, and the inability to adapt to market demands, leading to closures [21][27] - The trend of brand closures is not limited to international brands; domestic brands are also facing similar pressures, with eight brands shutting down in 2025 due to strategic adjustments and profit pressures [23][26] Market Trends and Future Outlook - The industry is witnessing a shift towards strategic restructuring and value rediscovery rather than mere expansion, indicating a potential ongoing consolidation phase [13][32] - The focus is now on leveraging technology and innovation to create competitive advantages, with companies encouraged to find niche markets and enhance product offerings [31][32] - The ongoing challenges suggest that the beauty industry will continue to experience a wave of brand eliminations, with survival dependent on strategic adaptability and resource management [22][32]