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recently, the well-known facial mask brand meiji has shown that its products have been removed from the official online stores of multiple e-commerce platforms. the official mini program also issued a store closing announcement, announcing that the official mall will close on october 30.

publish store closing notices through multiple channels

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 malls.

reporters who searched for keywords such as "magic" and "flagship store" on the tmall platform were unable to find brand stores, but magic's products can still be purchased through tmall supermarket channels. the customer service of meiji jd.com’s self-operated flagship store said: “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 will be on orders will be stopped starting from september 30th. however, on the evening of the 30th, the store could no longer be found on jd.com.

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. as long as the products can be ordered, they will enjoy the platform's after-sales guarantee.

meiji's "meijie mall" on the wechat mini program issued a store closing 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 delivery. at the same time, after october 30, member points will be reset to zero.

brand customer service on the jd.com platform revealed that users can continue to purchase products through watsons and the following retail channels: priscilla, guerlain beauty, xinhe beauty, zeyan beauty, zhoutian famous makeup, baoding dongda, jinmengzhuang, and hatta. japan, xichang huatai, putian domestic products, pure beauty space, airport beauty.

judging from the social media accounts, meiji's weibo account is still updated as usual, the wechat official account posted on july 30, and the latest post on xiaohongshu was on august 2.

it is understood that meiji was previously known as "meji ​​mask" and was founded in 2003. its predecessor was a company under huahan health. in 2005, huahan biopharmaceutical acquired 49% of the shares of meiji holdings for 7 million yuan. on september 24, 2010, magic holdings was listed on the hong kong stock exchange. in 2013, l'oreal proposed a comprehensive acquisition from the controlling shareholder of meiji, with a total purchase price of approximately hk$6.538 billion. currently, it is shown on l'oreal's official website that it belongs to the popular cosmetics department.

once the "king of facial masks"

it’s hard to regain its former glory after being acquired

it is worth noting that this time meiji is fully shrinking its online channels. as early as 2018, meiji was completely removed from watsons' offline channels. at that time, l'oreal group responded that this was a strategic decision of the brand. at the same time, during double eleven in 2017, meiji once entered the top three best-selling lists of tmall, jd.com and vipshop. at that time, l'oreal group expected that meiji would continue to maintain positive growth momentum through channel adjustments. unexpectedly, six years later, magic made a completely opposite sales channel strategy. interestingly, in 2022, l'oreal announced that meiji will return to offline channels on the service side and will also launch hospital-level care services.

meiji first made its mark in the market with the facial mask category. with this core product, it quickly occupied offline retail channels including watsons, walmart, carrefour, etc.once known as the "king of facial masks" in china. the relatively high market share and compound annual growth rate were as high as 30% around 2012. at the beginning, l'oréal was optimistic about the growth of the facial mask category in china's beauty market and believed that the acquisition of meiji could supplement the group's overall business territory.

however, after being acquired by l'oreal, market voices believed that this became a turning point in meiji's decline. meiji's dismal performance in 2016 was repeatedly mentioned. in 2016, l'oréal group's overall sales increased by 4.7%, but magic mask suffered a cumulative loss of 1.58 billion yuan in the first half of the fiscal year. later, media reported that magic's repayment for the entire year of 2016 was less than 200 million yuan. compared with the peak of 1.3 billion yuan in 2012, it has fallen by nearly 90%.

this time, meiji has completely reduced its online channels and once again focused on offline channels, which is exactly the opposite of the fact that most domestic beauty brands currently rely on online channels. l'oreal stated its position as six years ago, saying that this is based on the group's strategic adjustment.

netizen comments: “the first facial mask i used when i was in school.”

bayannur organic whole wheat: meiji seemed to sell for 5 yuan a piece when i was in elementary school, and the sales volume was very high.

606ea928: i just searched and found that the store is closed. it’s a pity. it’s very useful.

weak: this brand was really popular when i first went to college more than ten years ago. i bought a lot of them, although i felt they were ineffective.

honey: the first facial mask i used when i was in school was meiji, which contains green jade grape, glacier, hot spring, and milk. i like the hot spring mask the best.

source: chengshi interactive