There are new players in the offline new beauty collection store.
According to IT Orange News, COCOKUMO Coco Maiku, a beauty collection store, recently won tens of millions of angel rounds of strategic investment, which was exclusively invested by Hangzhou Zheheng Industrial Co., Ltd. According to Tianyancha, Coco Kumar is subordinate to Hangzhou Panding Power Technology Co., Ltd., which has been established for less than two and a half years. Coco Kumar has only opened one store in Hangzhou at present, which is located in the street shop of the clothing market.
Judging from the live video in Little Red Book, the display of Coco Kumai’s goods is more like a discount sale, lacking the decoration features of "online celebrity punch card" in several beauty collection stores that were popular before. At the same time, Coco Kumai is still looking for franchisees, obviously focusing on the strategy of low price and extensive shop.
However, in official website, WeChat WeChat official account and other public channels, Coco Kumar said that there are many international brands such as Chanel Chanel, Dior Dior, La Mer Sea Blue Mystery, SK-II, Armani Armani, etc., and these big brands rarely choose to cooperate with dealers, even if they cooperate, they will strictly control the channels to keep the price under control.
At present, many beauty collection stores will purchase goods from the above-mentioned well-known brands to maintain the richness of supply, mainly from overseas counters, department stores, bonded warehouses and other third-party shopping channels. This has led to disputes between beauty collection stores and consumers because of the authenticity of goods.
In addition to Cocoa Maiku, Pellet Group, which focuses on incubating and operating online beauty brands, has also begun to expand its business in offline channels. Interface fashion found that Addme, a brand of beauty collection store under Pellet Group, opened a store in Beijing and two stores in Zhengzhou.
Source: addme WeChat WeChat official account
The brands of online shopping malls are UNNYCLUB Youyi, RNW Ruwei, auou Aiyu and other own brands. Previously, these brands only did marketing and sales online, and the extension of Addme with the brand online is more like a test of water.
Different from the lively scene when new beauty collection stores such as Harmay Plum and Haydon Black Hole stood at the investment outlet, the start of these new brands was obviously more cautious and low-key.
The epidemic has repeatedly brought a lot of changes to the offline retail format, and some beauty collection stores that used to be entrepreneurial stars have rapidly declined in just one year.
The "HAYDON Black Hole", once regarded as the apprentice of HARMAY’s plum blossom, was established at the end of 2020, and soon after it was established, it was obtained from Gao Ling.A round of financing invested by Tencent. The following year, HAYDON Black Hole announced the completion of the $100 million A+ round of financing, with a post-investment valuation of about $1 billion.
However, almost all of HAYDON Black Hole’s 20 stores are closed now, except for the flash discount stores located in Wuxi Yueshang Outlets and Guangzhou Zhengjia Guangzhou Plaza. In addition, the official micro-signal of HAYDON black hole,No. and other updates will also stay at the end of 2022, and the online WeChat applet mall will no longer operate.
Another brand that has disappeared is ONLY WRITE alone. Starting from the sinking market, the solo writing with the beauty blind box as the drainage means won two rounds of financing in 2021.
Nowadays, there are almost no stores that are still operating, and the online social media accounts have already stopped at the end of 2022. It is worth mentioning that Zhou Jianlei, the founder of the independent brand, started his business early, and the Orange Beauty Collection Store is still open. Obviously, its channels have been contracted, and the supply chain resources have been migrated to the more mature Pi batch that was founded earlier.
Nowadays, after the difficult year of 2022, the common point of those beauty collection stores that are still strong is to occupy a favorable store location, have a stable supply chain and cooperative brands.
For example, HARMAY Huamei represented many overseas minority brands, and after purchasing Kevyn Aucoin, the eponymous brand founded by Hollywood professional makeup artists in the United States, it successively invested in French natural plant skin care brand Graine de Pastel and domestic skin care brand PMPM.
Although the number of WOW COLOUR stores has halved in two years, until the beginning of 2022, the number of its stores nationwide is about 130, but WOW COLOUR customs clearance has been strengthened with orange blossom, book by book, Ximuyuan andAnd other domestic brands, consolidated the differentiated characteristics of its domestic makeup, and extensive channel network andAbility is still a bargaining chip when negotiating with new online brands.
By the end of 2022, The Colorist, a brand of beauty collection store under KK Group, which is in IPO, has more than 200 stores. according toAccording to a recent report, by the end of 2021, there were nearly 250 stores in China’s beauty trend retail market, ranking third with a market share of 1.3%. Except for the number one brand, which dominates with a market share of 14%, the market share of other beauty retail brands is below 5%.
This means that the beauty retail market is still relatively scattered, and new brands have opportunities to come in, but it is not easy to become bigger and stronger.