蜜丝佛陀关闭天猫、抖音旗舰店？母公司回应：近期将焕新开业

新快报2025-01-14

近日，有消费者发现彩妆品牌蜜丝佛陀（Max Factor）天猫旗舰店、抖音旗舰店均暂停营业。1月13日，蜜丝佛陀母公司科蒂回复新快报记者称，目前蜜丝佛陀品牌的天猫官方旗舰店和抖音官方旗舰店由于合作伙伴更换，暂时处于营业调整中，将于近期焕新升级重新开业。广州已无线下独立门店资料显示，蜜丝佛陀天猫和抖音旗舰店的实际运营方均为丽人丽妆（上海）电子商务有限公司。2021年，蜜丝佛陀母公司科蒂集团与丽人丽妆...

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Response from the parent company: It will be reopened in the near future","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"COTY":0.9,"09988":0.6,"BABA":1},"content_text":"近日，有消费者发现彩妆品牌蜜丝佛陀（Max Factor）天猫旗舰店、抖音旗舰店均暂停营业。1月13日，蜜丝佛陀母公司科蒂回复新快报记者称，目前蜜丝佛陀品牌的天猫官方旗舰店和抖音官方旗舰店由于合作伙伴更换，暂时处于营业调整中，将于近期焕新升级重新开业。广州已无线下独立门店资料显示，蜜丝佛陀天猫和抖音旗舰店的实际运营方均为丽人丽妆（上海）电子商务有限公司。2021年，蜜丝佛陀母公司科蒂集团与丽人丽妆达成战略合作，将蜜丝佛陀品牌交由丽人丽妆代运营。丽人丽妆作为国内领先的化妆品网络零售服务商，先后与超200个国内外品牌建立过紧密的合作关系，但现在也面临着营收下滑、实控人深陷离婚财产纠纷等问题。其实，蜜丝佛陀在中国市场的扩张道路并不顺畅。1991年，蜜丝佛陀成为宝洁美尚旗下品牌。2005年，蜜丝佛陀首次进入中国市场，但一年后便悄然离场。又经过三年筹备，2008年蜜丝佛陀再次进入中国，并通过中国总代理颖通公司迅速开拓二三线城市市场及线上新渠道。颖通公布的数据显示，自2009年起，蜜丝佛陀在中国市场的业绩五年内复合增长达64%，2014年零售额突破10亿元，2015年零售额则突破了12亿元。2015年6月，科蒂集团宣布以125亿美元向宝洁收购包括蜜丝佛陀在内的43个美容品牌。两年后，科蒂集团收回蜜丝佛陀在中国的代理权，改为集团直营。转为自运营后，科蒂集团方面曾表示，将加速蜜丝佛陀的渠道下沉和网点扩张，并着力展开在电商渠道的合作与推广。巅峰时期，蜜丝佛陀国内百货网点达到760家。但从2017年起，陆续有消息称蜜丝佛陀正大规模撤柜。新快报记者近日通过走访及搜索地图、大众点评等平台发现，目前广州已无蜜丝佛陀线下独立门店，仅在屈臣氏可购买到该品牌产品。国货崛起弯道超车近年来，中国美妆市场迎来国货崛起浪潮，完美日记、花西子、彩棠、橘朵等新锐国产品牌凭着更高的性价比、更快的推陈出新、更精准的营销策略弯道超车，国货老品牌卡姿兰更是成功穿越周期。反观露华浓、美宝莲、蜜丝佛陀等欧美老牌彩妆以及伊蒂之屋、悦诗风吟等一众韩妆，因“平价”定位与国货美妆“正面交锋”，近年大多或收缩、或退出中国市场。《2024-2025年中国美妆行业发展现状与消费趋势报告》指出，消费日趋理性的趋势，国产品牌在大促期间的销售表现优于国际品牌。以蜜丝佛陀母公司科蒂集团为例，在截至2024年9月30日的2025财年第一季度内，科蒂集团账面净营收增长2%，账面净利润为7960万美元。但亚太地区的账面净营收却下降5%，对此该集团表示“在中国市场和亚洲旅游零售渠道面临困境”。科蒂集团正在重振旗鼓，去年9月新任命了中国总经理，这位新帅在谈及就任后的规划时表示，将持续升级中国发展战略，采用全渠道策略布局线上线下。采写：新快报记者 陆妍思","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"tenantId":"TBCN","deviceId":"web-server-community-laohu8-v3","version":"4.36.2","shortVersion":"4.36.2","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2503056974","isCrawlerRequest":true}