一直涨价、接连撤柜，SK-II不“神”了

中国商报04-16

有消息称，宝洁旗下高档化妆品品牌SK-II已在上海撤柜5个。4月15日，中国商报记者向SK-II求证，并未得到回复。记者搜索看到，在北京，SK-II可查询到的专柜为11个，实际营业的有9个，其中翠微百货、金融街购物店的专柜已经关闭。在宝洁的财报中，SK-II在大中华区的销售额下降超3成。SK-II，在中国市场卖不动了吗？△资料图，销售人员在整理柜台。(图片由CNSPHOTO提供)1SK-II在北京...

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href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN202404162015398b2a60b8&s=b><strong>中国商报</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>有消息称，宝洁旗下高档化妆品品牌SK-II已在上海撤柜5个。4月15日，中国商报记者向SK-II求证，并未得到回复。记者搜索看到，在北京，SK-II可查询到的专柜为11个，实际营业的有9个，其中翠微百货、金融街购物店的专柜已经关闭。在宝洁的财报中，SK-II在大中华区的销售额下降超3成。SK-II，在中国市场卖不动了吗？△资料图，销售人员在整理柜台。(图片由CNSPHOTO提供)1SK-II在北京...</p>\n\n<a 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SK-II is no longer \"god\"","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"PG":0.9},"content_text":"有消息称，宝洁旗下高档化妆品品牌SK-II已在上海撤柜5个。4月15日，中国商报记者向SK-II求证，并未得到回复。记者搜索看到，在北京，SK-II可查询到的专柜为11个，实际营业的有9个，其中翠微百货、金融街购物店的专柜已经关闭。在宝洁的财报中，SK-II在大中华区的销售额下降超3成。SK-II，在中国市场卖不动了吗？△资料图，销售人员在整理柜台。(图片由CNSPHOTO提供)1SK-II在北京也撤柜专柜数仅剩9个据公开信息，目前上海仅剩10个SK-II专柜。记者查询SK-II官方和美团平台公布的门店信息看到，在北京，SK-II只剩下9个专柜，其在翠微百货、金融街购物店的专柜显示“歇业关闭”。记者致电上述两个专柜，均无人接听。记者询问翠微百货，工作人员表示，SK-II专柜去年已关闭。4月15日中午12点到下午2点，在北京SKP的SK-II专柜，记者看到，前来购物的人较少。工作人员对记者表示：“周末也没什么人来专柜购物，更别说工作日了。”SK-II撤柜的原因是什么？撤柜范围是不是全国？记者向宝洁询问，截至发稿，并未收到回复。有其他美妆品牌负责人对记者表示，品牌线下开店的运营成本较高，若销售额不能覆盖租金、人工费用等成本，关店是品牌明智的选择。SK-II在中国市场的销量下滑。宝洁首席财务官Andre Schulten公开表示，在宝洁的美容板块业务中，皮肤和个人护理品类有机销售额下滑主要是因为SK-II在中国市场的销量下滑。2024财年第二季度财报显示，SK-II在大中华区有机销售额下滑34%。2被指价格体系混乱“神仙水”涨价只是为了提振股价吗宝洁将SK-II销量不好的原因归结于受日本核污染水排放事件的影响。其首席财务官称，SK-II在大中华区销售额下滑与日本排放核污染水有关，预估该因素占比约为50%，另外50%的原因为市场方面。对此，宝洁曾多次公开表示：“公司可以确认，SK-II旗下产品是安全的。”记者了解到，宝洁销量不佳也有其他原因。多位消费者在社交媒体平台表示，SK-II旗下产品价格体系混乱。有消费者称，不管是宝洁还是SK-II品牌，对外公开的态度都是SK-II旗下产品不打折，一直在涨价。但是在头部主播直播间、跨境电商、代购等渠道，产品价格几乎“打骨折”，一瓶官方标价2210元、330ml的“神仙水”能在不同平台出现622元、889元、941元的价格。“今天刚买完产品，明天发现产品降价了，谁还愿意买？”上述消费者向记者坦言，“关键是我花八百多元买回来的产品，拿到专柜测试，还是真的，不是假货。我瞬间觉得自己此前花好几千元买这款产品的行为就像是‘冤大头’。”公开信息显示，宝洁曾多次公开为SK-II旗下产品提价。据不完全统计，SK-II在中国市场最近一次提价是在2023年2月，旗下产品价格涨幅达12%，为近5年最高。而在日本市场，SK-II2024年3月在其日本官网宣布提高产品的出货价格。“一边告诉消费者涨价，一边让消费者能在各个渠道买到更便宜的产品，不明白SK-II想干什么。”上述消费者说。记者注意到，SK-II宣布旗下产品提价的行为拉动宝洁股价上涨。有分析称，尽管宝洁2024财年第二季度的销售额低于预期，但由于其定价上涨提振了利润率，其季度利润超出华尔街预期，该股股价在2024年1月23日收盘上涨超过4%。记者就产品价格体系混乱、涨价逻辑问题询问宝洁，截至发稿，尚未收到回复。","kind":null,"is_publish_news":null,"is_publish_highlight":null,"is_publish_live":null,"is_publish_wemedia":null,"editions":null,"symbols":[],"gpt_button":1},"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,"deviceId":"web-server-community-laohu8-v3","version":"4.22.4","shortVersion":"4.22.4","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/2427233826"}