立白集团投资的美妆品牌 倒在2025年春天

Key details on the closure of the Niji brand.

1. The brand will cease sales across all platforms by the end of March 2025, with after-sales services continuing until April 30; its Tmall flagship store has already posted a closure announcement.

2. Reasons for the shutdown include fierce market competition, shifting consumer trends, slowing innovation, increased financial pressure, and sustained losses. Despite the team's efforts to adjust, they were unable to reverse the situation.

3. The brand had its highlights: its Sweetheart Dual-Color Highlighter Blush ranked in the top three on Tmall and Douyin sales charts, was selected for Zhang Mofan's new domestic product initiative, entered the popular cosmetics chain WOW COLOUR, and its Huaye Cream Blush still holds the #2 spot on Douyin's popularity ranking.

Overall downturn in the beauty market.

1. In 2024, retail sales for cosmetics reached 435.65 billion RMB, a 1.1% year-on-year decrease, falling short of expectations.

2. Over 11 domestic beauty brands closed shops or underwent bankruptcy liquidation in 2024, indicating heightened industry risks.

Key takeaways from the Niji case for brand marketing and operations.

1. Channel Strategy: The brand leveraged online sales via Tmall and Douyin and offline presence in WOW COLOUR, but failed to sustain these channels, highlighting that diversification must be paired with stability.

2. Consumer Trends & User Behavior: The 1.1% decline in the 2024 beauty market reflects shifting demand that increased pressure on brands. While products once achieved top sales and high ratings, declining customer loyalty ultimately eroded brand reputation.

3. Product R&D & Price Competition: Slowing innovation was a critical failure factor. Although products like the cream blush saw initial success, the lack of timely updates left the brand vulnerable to market competition and pricing pressures.

Strategic Implications.

1. Marketing Strategy: Collaborations with top influencer Zhang Mofan boosted visibility, but require sustained investment; investment from Liby Group points to cross-sector opportunities, but the brand's own marketing failed to effectively convert users.

Market risks and opportunities from the Niji closure.

1. Risk Alerts: Intensified competition in the beauty market exacerbates financial pressure; the brand's closure due to prolonged losses underscores the need for sellers to manage cash flow carefully. The 1.1% industry sales drop in 2024 and over 11 brand closures signal systemic risk.

2. Opportunities & Lessons: Learn from the brand's peak moments, such as products ranking in the top three for sales, leveraging influencer collaborations and trendy channels for growth. Changing consumer demand creates room for adjustment; sellers can借鉴 new product development strategies.

3. Response & Business Models: Despite adjustments, the team failed, indicating sellers must proactively address market downturns. The brand's closure and inventory clearance process can serve as a reference for exit strategies, while platforms like Douyin still offer opportunities via popularity rankings.

Insights for product manufacturing and business opportunities from the beauty brand's closure.

1. Product Manufacturing & Design Needs: Products like the cream blush were once popular, ranking #2 on Douyin's popularity chart, indicating factories should focus on designing and optimizing hot categories like blush, driven by user feedback.

2. Business Opportunities: Liby Group's investment in the beauty sector, including leading Niji's angel round, reveals cross-industry investment potential; however, the brand's failure highlights the need for risk assessment, and factories can explore collaborative models.

Digital & E-commerce Implications.

1. The brand relied on e-commerce platforms like Tmall and Douyin for sales, underscoring the need for factories to strengthen online channel strategies. In a declining market, digitalization can aid cost reduction and efficiency, with lessons from this case on e-commerce operational failures.

Trends and pain points for beauty industry service providers.

1. Industry Trends: A 1.1% drop in cosmetics retail sales in 2024 and over 11 brand closures indicate industry downturn pressure; the Niji case reflects a trend of shortening brand lifecycles.

2. Client Pain Points: Brands face intense competition, financial strain, and slowed innovation, leading to closures; service providers can address these with financing solutions or innovation support services.

Solution Insights.

1. From this case, service providers can help clients optimize channel management, such as Tmall and Douyin operations; user behavior data like popularity rankings can serve as entry points for developing monitoring tools.

Key takeaways for platform demands and operational management from the brand closure.

1. Platform Demands & Issues: Niji relied on Tmall and Douyin for sales, highlighting platforms' need to attract high-quality brands. However, brand closures expose risks of declining platform vitality, requiring risk management.

2. Platform Practices & Operations: The brand's products once ranked in top sales and popularity charts on platforms, offering lessons for optimizing recommendation algorithms and merchant support, as seen in the Zhang Mofan collaboration case.

Risk Mitigation & Merchant Recruitment Insights.

1. Amid market downturns, platforms must monitor industry dynamics to mitigate risks, such as tracking brand financial health; the closure announcement process can serve as a template for platform exit policies, strengthening after-sales services.

Industry dynamics and research value reflected in the Niji case.

1. New Trends & Issues: The 1.1% decline in the 2024 beauty market and over 11 brand closures reveal intensified competition and financial pressures; the Niji case demonstrates how innovation deficits lead to business failure.

2. Business Model Insights: Liby Group's investment in beauty incubation models, but the brand's closure exposes risks, offering researchers a case to analyze cross-sector investment effectiveness; the brand's hybrid online-offline channel strategy provides a mixed-model case study.

Policy & Regulatory Implications.

1. Against a backdrop of market decline, research is needed on policies supporting SMEs, such as financial aid; shifting consumer trends, like user behavior favoring popularity rankings, could inform optimized e-commerce regulatory frameworks.