- 2024-02-27
- 阅读量：2576
- 来源｜Cosmetic Business Online
- 作者｜Shi Run Mei
Accelerated business realignment.
Recently, the industry rumors that Shiseido's high-end skincare brand IPSA Invisalign is in the process of large-scale withdrawals, the brand's first customized concept store in China, which opened in Shanghai's Pudong Lujiazui Center in December last year, closed on February 26th. And a Little Red Book blogger said it is expected that by September or October this year, there will be only two IPSA Invisalign stores left in Shanghai.
● IPSA China's First Customized Concept Store
CBO asked Shiseido China for confirmation on the matter, and Shiseido China responded, "The IPSA Infosys brand is in the process of making normal layout adjustments on the offline business part to better respond to market changes and consumer demand."
01
One new store opened and four closed last year
According to the "About Shiseido Group's Major Brands Opening and Closing Stores in Shopping Centers in 2023" compiled by Winning Business Data, IPSA Infosys opened only one new store in 2023, but closed four stores.Information from the official WeChat public number of IPSA Infosys shows that the brand has 68 counters nationwide at the moment, of which 12 are in Shanghai, five are in Beijing, and four are in Xi'an.
From the beginning of 2022, the industry has been rumored that IPSA Infosha's store closure news. According to relevant news, in June 2022, Nanjing Deji Plaza IPSA Invisalign store closed; on December 1 last year, IPSA Invisalign Xuzhou Golden Eagle store was withdrawn; last year, two stores in Nanchang were withdrawn; Yancheng store was also withdrawn last year ......
In the "IPSA Yin Fusha large-scale withdrawal" of the post below, many netizens commented to express regret: "In fact, many of their things are very good to use, sunscreen, make-up remover oil are good" "their black crystal cream, black crystal face cream and black crystal powder cream are really good, for dry skin is really good. Maybe there is less marketing so I don't feel the circle, I buy several jars together" "I actually quite like its stuff, I basically don't get acne after using it. If not for the nuclear contamination, I guess I would use it all the time".
But there are also netizens who say that this is a predictable result. "In fact, it is not unexpected, the pop-up is that two or three" "I think it is very suitable for the line, take the line of minimalist aesthetics" "It's quite a lot of things, you can only look at it, once you touch it, it's quite a cheap plastic feeling, once you use it, it's slimy ".
02
Performance difficulties, accelerate the adjustment of the layout
Founded in 1986, IPSA is Shiseido's mid-range and high-end brand, whose name is derived from the Latin word meaning "autonomy", "spontaneity" and "self". It believes that everyone's skin is unique, and IPSA is committed to stimulating the skin's inner potential, promoting "minimalist aesthetics", calling itself a "skin rhythmist", and developing a highly effective skin care system based on the concept of "Metabolizing Skincare". With the concept of "Metabolizing Skincare", the company has developed METABOLIZER, a ME lotion that is very close to the needs of Asian girls.
The brand product price is mainly concentrated in 200-1000 yuan, covering toner, cleanser, sunscreen, mask, cream, essence, makeup remover oil, concealer, eyebrow powder, makeup tools, etc., its main promotion of star products, including liquid gold water, ME self-discipline milk, black crystal cream, three-color concealer, white skinny sunscreen, water and freshness of cleansing foam, clay masks, black crystal cream, chamomile make-up remover, liquid gold moisturizing stick, etc., which is the highest visibility of the water of the water of the water of the gold, ME self-discipline milk products, three-color concealer.
● Self-Regulating Water Lotion
From the market performance, IPSA Infosys has suffered performance pains in recent years. Shiseido's latest financial data show that IPSA Infosys performance in fiscal year 2023 fell 30%, including a 44% decline in the fourth quarter. It is worth noting that this is already the eighth consecutive quarter of IPSA Infosys performance decline.
From an objective point of view, a large part of the reason for the decline in performance of IPSA Infosys comes from the impact of nuclear sewage discharged into the sea, but it is also related to its own brand awareness as well as product strength. Compared to the Shiseido Group's other three high-end brands, SHISEIDO Shiseido, NARS Nasi and CPB Skin Key, IPSA Invisalign is really not performing well in the market.
In addition to the offline encounter major brands "siege", IPSA Infosha online also received a mediocre response. CBO noted that IPSA Infosha Tmall flagship store number of fans amounted to 3,940,000, the store only two products on the Tmall list, which, IPSA Infosha gold water set on the list of the "anti-acne toner hot list" No. 5, IPSA Infosha three-color concealer is located in the concealer products hot list 10 "Anti-acne toner hot list" No. 5, IPSA Invisalign three-color concealer is located in the concealer supplies hot list No. 10. The same group of brands, SHISEIDO Shiseido Tmall flagship store fans amounted to 16.7 million, there are 8 products selected Tmall list; NARS Nas Tmall flagship store fans amounted to 5.46 million, there are 14 products selected Tmall list; CPB Skin Key Tmall flagship store has 7.94 million, there are 13 products selected Tmall list.
At the same time, in last year's Tmall Double 11 full cycle (October 31 - November 11) the top twenty list, SHISEIDO Shiseido were selected FMCG brand sales list 16th, skincare brand sales list of the 14th; NARS Nas selected makeup brand sales list of the 3rd; CPB Skin Key were selected FMCG brand sales list of the 14th, color cosmetics brand sales list of the 4th, IPSA Invisalign is nowhere to be seen.
In response to the reality of IPSA Infosys, it is expected that Shiseido has this adjustment, which has been revealed in the Shiseido group financial report. In the 2023 financial report, Shiseido mentioned that in 2024-2025, the group plans to cut costs by 40 billion yen (about 1.915 billion yuan). Among them, about 8 billion yen (about RMB 383 million) will be cut in China. Productivity operational reforms including optimizing the actual number of the brand's stores in China were also mentioned.
Industry analysts believe that China's e-commerce business is soaring, especially the hot development of Jieyin e-commerce, which has led to the growth of a number of cosmetic brands.IPSA Invisalign may be scaled down offline channels in the future, focusing on the layout of the online. At present, Shiseido did not disclose the brand's next channel plan in the Chinese market, IPSA Invisalign will continue to focus on how to transform, CBO will continue to follow.
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