Recently, the well-known facial mask brand Meiji showed that its products have been removed from the official online stores on multiple e-commerce platforms. The official mini program also issued a store closure announcement, announcing that the official mall will close on October 30.
According to the store customer service of the relevant e-commerce platform, the official sales channel of the Meiji brand will stop placing orders starting from September 30. users can continue to purchase products through offline channels.
According to the Southern Metropolis Daily, Meiji’s official website shows that the brand’s self-operated channels include online platforms such as Tmall, JD.com, Vipshop, and WeChat mini-program mall. Recently, reporters have been unable to find brand stores by searching for keywords such as "Magic" and "Flagship Store" on the Tmall platform, but Magic's products can still be purchased through Tmall supermarket channels.
The customer service of Meiji’s JD.com self-operated flagship store told reporters: “Our store will stop placing orders on September 30. You can still continue to purchase our products through offline channels.” In addition, the customer service said that the official sales channel of Meiji brand is on Orders will be stopped starting from September 30th.
Meiji's "Meijie Mall" on the WeChat mini program issued a store closure announcement, saying that the store will close on October 30, 2024. From September 30, the store will stop accepting new orders, and all goods that have been ordered before will be Normal shipment. At the same time, after October 30, member points will be reset to zero.
In addition, the "Magic Official Sale Flagship Store" on Vipshop is still operating normally. Magic's brand customer service said that it has not received any notice of store closures at the moment, and that as long as the products can be ordered, they will enjoy the platform's after-sales guarantee. According to brand customer service on the JD.com platform, users can continue to purchase products through multiple retail channels such as Watsons and Guerlain Beauty. Judging from the social media accounts, Meiji's Weibo account is still updated as usual, the WeChat official account posted on July 31, and Xiaohongshu's latest post was on August 2.
was once the "King of Facial Masks"
has had poor online performance in recent years
It is understood that Meiji was previously known as "Meijie Facial Mask" and was founded in 2003. Its predecessor was a company under Huahan Health. In 2005, Huahan Biopharmaceuticals acquired 49% of Meiji Holdings for 7 million yuan.
Meiji was once known as the "King of Facial Masks" in China. In 2010, me was listed on the Hong Kong Stock Exchange and became the first domestic facial mask stock to be listed. In 2012, Meiji facial mask reached its historical peak, accounting for 26.4% of the domestic market share and sales exceeding 1 billion yuan. In 2013, Magic's retail sales in Watsons channels reached 470 million yuan, contributing 70% to the total sales of Magic facial masks.
In 2013, Meiji was wholly acquired by L'Oréal Group for HK$6.538 billion (equivalent to approximately RMB 5.433 billion) and incorporated into the popular cosmetics department. In 2014, Meiji was delisted from the Hong Kong Stock Exchange and officially became a member of L'Oréal.
However, the acquired Magic did not create profits. In August 2016, L'Oreal's financial report disclosed Magic's performance. In the first half of 2016, it suffered an impairment loss of 213 million euros (approximately RMB 1.667 billion).
In 2018, Meiji was completely removed from the shelves of Watsons. L'Oréal responded at the time that Meiji's withdrawal from Watsons was the brand's strategic decision to make e-commerce the brand's main channel. The whitening milk skin mask that was launched in the first half of 2019 was once ranked the top 1 whitening mask on Tmall; the SOS emergency gauze mask, which was launched in December 2019, became the top 2 repair mask on Tmall as soon as it was launched. According to public information, Guan Xiaotong, Chen Xiao, and Wang Ziwen were all spokespersons for the brand.
According to reports, Meiji is closing its online flagship store, perhaps because of poor online performance in recent years. related platform data shows that in the first half of 2024, the gross merchandise volume (gmv) of a certain social media platform in Meiji was 100,000-250,000 yuan, ranking 4176th in the platform's beauty rankings. Its performance on this platform has also been unsatisfactory in the past few years. From 2021 to 2023, its gmv will be 1 million to 2.5 million yuan, 5 million to 7.5 million yuan, and 2.5 million to 5 million yuan respectively, ranking outside the 1,000th place.
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Editor | Chen Keming Yi Qijiang
Proofreading | Liu Siqi
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