On September 30, L'Oréal Group's well-known facial mask brand Midea announced a major strategic adjustment: closing its online sales channels. L'Oreal Group officially stated that the adjustment aims to further optimize the brand's market layout, and consumers will continue to buy Magic products mainly through offline channels in the future.
FMCG found that Midea's official stores on a number of mainstream e-commerce platforms have successively removed products from the shelves. Tmall, Douyin and other platforms can no longer search for the official flagship store of Meiji, and all products in JD.com's self-operated flagship store have also been removed from the shelves. In addition, the official public account of Meiyi has stopped updating since July 31 this year. On the WeChat mini program, "Meiyi Mall" also issued a store closure announcement, announcing that it will officially close the store on October 30, 2024, and stop accepting new orders from September 30. For the goods that have been ordered, Meiyi promises to ship them normally.
Although online channels have been closed, Magic still offers consumers a wealth of offline purchase options. According to the customer service of the e-commerce platform store, consumers can continue to purchase Magic products through offline retail channels such as Watsons, including Prismson, Guerlain Beauty, Sino Beauty, Zeyan Beauty, Zhou Tian Famous Makeup, Baoding Dongda, Jin Meng Makeup, Hattari, Xichang Huatai, Putian Domestic Products, Pure Beauty Space, Airport Beauty and many other retail channels.
In 2005, Meiji settled in Watsons, and rose rapidly with its innovative mask sales model - "affordable mask + single piece sales", and was known as China's "king of facial masks". It has occupied many offline retail channels including Watsons, Walmart, Carrefour, etc. In 2010, Magic successfully landed on the Hong Kong Stock Exchange and became the first face mask listed in China. In 2013, L'Oréal Group was optimistic about the growth potential of the mask category in the Chinese beauty market and fully acquired the brand of Beauty.
The comprehensive contraction of online channels is an important strategic adjustment of the brand in the new market environment. With the increasing competition for online traffic and the increasing cost, it brings new growth opportunities by enhancing the experience design and consumer interaction of physical stores.