Do you still remember Watson's beauty brand Li Mi? It once sold 65.438+0.2 billion yuan a year, surpassing Olay to become the first in Watson's system, and fell into silence in the following years. Now Watson can't see Japan and the United States? Then why didn't Watsons sell rimi?
Li Mei from Ding Jiayi Department
Qingyan was confirmed by the domestic non-special cosmetics filing system, and the above products were indeed cancelled on 20 19 and 13. But so far, Taobao, JD.COM and Pinduoduo have all sold these products. However, the sales volume is not high.
According to the filing information, the entrusting party of the above products is Shenzhen Weizhen Cosmetics Co., Ltd. (hereinafter referred to as Shenzhen Weizhen) and the entrusting party is Guangzhou Yachunhua Cosmetics Manufacturing Co., Ltd. (a subsidiary of Yalan International, hereinafter referred to as Guangzhou Yachun). It is worth mentioning that Guangzhou Yachun is one of the shareholders of Shenzhen Weizhen.
The national enterprise credit information publicity system shows that Shenzhen Weizhen, established on August 30, 2005, is actually controlled by Fan, and also controls Weizhen Times (Shanghai) Cosmetics Co., Ltd. (hereinafter referred to as Shanghai Weizhen) and Weizhen Times (Shanghai) Cosmetics Co., Ltd. Shenzhen Branch (Shanghai Weizhen Shenzhen Branch) respectively. 20 13, Fan registered and established Weizhen Fashion Co., Ltd. outside Chinese mainland (changed to Weizhen Times Co., Ltd. on August 8), and directly controlled Shanghai Weizhen by way of foreign investment. 2065438+On February 5, 2005, Shanghai Weizhen Shenzhen Branch opened.
"Fan Yuhui is the owner of the Li Mei brand, and he is also the owner of the magic doctor." According to informed sources, Fan, then the marketing director, set up Shenzhen Weizhen after he left and began to build a brand. It is reported that Li Mei is a "small fresh" beauty brand focusing on girls, and its products cover skin care, cleansing, facial mask, lipstick and so on.
As we all know, Li Mei was not favored by the industry at the beginning of its establishment. According to an industry veteran, in the early days of Li Mei's establishment, agents all over the country did not "take over" because the brand had no obvious characteristics. "At that time, it had no way out in Shang Chao and franchise stores."
Ride with Han Zhuang.
Take Watson's first place
Until 2006, Li Mei met an agent in Shenzhen, and he sent it to Watson's system for trial sale. Because of the girlish packaging style and Han Feng's concept, Li Mei became popular in Watsons. "Watsons needed such a brand to attract young consumers." The above-mentioned industry veteran said, "Li Mei was developed with reference to Korean skin care, but at that time Watsons did not launch skin care, so she won Li Mei."
The above-mentioned insiders also said that Watsons was still very young at that time, and many young consumers liked shopping. Therefore, Li Mei, who faces young consumers, will naturally attract Watson's attention. "This is not unrelated to the development of standard skin care. Skin care is a brand targeted at young consumers, so it is natural. "
In fact, for the above-mentioned insiders, consumers have posted them through Hangzhou 19 Building. "Did you find that Li Mi sold by Watsons is very similar to SkinFood?" According to the website, it is very similar to Korean beauty brand SkinFood in terms of product line type, product packaging and color.
In other words, Li Mei just happened to catch up with the golden age of Korean makeup in China, and it is obviously a good wind to beat Li Mei in Han Feng. In addition, the above-mentioned insiders believe that the success also stems from mature terminal interception, and Fan Chenggong grafted his style of play, which can be said to be invincible at that time. The above-mentioned senior insiders also believe that the Watson brand at that time was completely "piled up" by Pakistan. At that time, other brands did not have this concept, so Li Meicai was able to develop rapidly.
According to public information, in 2009, the annual retail sales of Li Mei who entered Watsons for three years reached 300 million yuan, and the sales volume was second only to Neutrogena and Olay in the same category. In 20 10, the annual retail sales of the United States reached 700 million yuan, successfully surpassing Olay and ranking first; In 20 12 years, the annual retail sales of the United States reached 1 100 million.
However, since then, the United States has shown signs of weakness. In 20 13, the annual retail sales of Li Mei in Watson's system dropped to 652.53 million yuan, and the brand of Watson's system ranked third. In the following years, Japan and the United States almost lost their voices in the Watson system. It was not until 20 17 that Li Mei appeared in the Watson's sales brand list from June to June of that year, but she was magically surpassed by the same brand, ranking only 10. This is also the last time that Japan and the United States appeared on Watson's honor list.
Besieged by domestic brands
According to the estimation of the above two interviewees, "Now Japan, the United States and the imperial doctors together should have sales of 500-800 million in the Watsons system, while Japan and the United States may not even have1-200 million." The source also said that Li Mei now seems to be operating as Watson's own brand. "Of course, it is not sold to Watsons, but handed over to Watsons for reserve price operation."
In his view, in terms of brand, sales volume is enough; For Watsons, Li Mei still has a certain customer base. "So, this model is not good for both sides."
Why did Japan and the United States decline?
The above-mentioned industry veterans believe that, on the one hand, the boss from Li Mei has shifted his focus to Watson's better-performing doctors of the same brand; On the other hand, with the entry of many domestic brands such as Kans and Baique Ling, the share of Li Mei and America has been gradually eroded. At the same time, Watsons' past "Pakistan flooding" also gave birth to the Pakistan Operation Company, and Li Mei was not within the service scope of such companies. "Li Mei's failure is more due to the encirclement and suppression of it by other brands."
In this regard, the insider also holds the same view. However, he also believes that Li Mei is a "Watsons brand" with a single layout, and its limitations and "ceiling" can already be seen in the channel. This also means that if Li Mei leaves Watsons, she will face the situation that "no one knows Li Mei".
The official WeChat and Weibo of Li Mei brand stopped updating at the end of 20 19, and the brand official website only became a pure display window.
In fact, Li Mei has not completely disappeared. Qingyan noticed that there are still 35 products on sale in the flagship store of Li Mei Tmall, among which 1784 is the highest selling product. At the same time, the official flagship store of Tmall Watsons sells only one Li Mei lipstick at the price of two packs in 78 yuan, and the current total sales volume is only 45.
It is worth noting that Fan, the helm of Shanghai Weizhen and the brand, was involved in a labor dispute case and was restricted by the Futian District People's Court in Shenzhen in February this year. However, according to the enforcement ruling No.2476 (2020) Yue 0304 issued by China Judgment Document Network on April 23rd, the enforcement of Fan has been withdrawn.
As long as it is a product, there will be competition, and various brands will enter Watsons. Of course, the competition is fierce. But due to the impact of the rise of domestic cosmetics, the market share of these foreign brands is even more serious!