太突然！知名品牌接连撤柜，曾火爆一时

中国新闻网04-18

号称“神仙水”的SK-II走下了“神坛”。近日，社交媒体上有网友称，走高端“贵妇”路线的护肤品牌SK-II在上海频繁撤柜，其中不乏位于上海市中心核心商圈的商场。01一半专柜撤离北京、上海据媒体报道，SK-II在去年就已撤离了上海巴黎春天浦建店、五角场店、久光百货店、伊势丹百货店。中新财经注意到，SK-II大量撤柜的现象不止存在于上海。SK-II旗下产品。截图自SK-II官方公众号。SK-II官网...

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Well-known brands have withdrawn their cabinets one after another, which was once popular","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"PG":0.9},"content_text":"号称“神仙水”的SK-II走下了“神坛”。近日，社交媒体上有网友称，走高端“贵妇”路线的护肤品牌SK-II在上海频繁撤柜，其中不乏位于上海市中心核心商圈的商场。01一半专柜撤离北京、上海据媒体报道，SK-II在去年就已撤离了上海巴黎春天浦建店、五角场店、久光百货店、伊势丹百货店。中新财经注意到，SK-II大量撤柜的现象不止存在于上海。SK-II旗下产品。截图自SK-II官方公众号。SK-II官网显示，北京和上海是其重点布局城市，此前分别拥有专柜16家和18家。然而根据SK-II官方公众号，这些专柜目前已锐减到北京9家、上海10家。这意味着在北京、上海两大城市，SK-II的撤柜比例已接近一半。对此，北京君太百货、翠微百货工作人员向中新财经表示，SK-II确已撤柜：“已经撤柜很久了。”SK-II大量撤柜背后，是其因业绩下滑被宝洁“点名”。宝洁最新财报显示，2024财年第二季度（2023年10月至12月），宝洁净利润下滑了12%，这是近五年来宝洁首次在该季度出现净利润双位数下滑，而SK-II则是其利润下滑的“罪魁祸首”——该季度SK-II在大中华区的销售额下降了34%，这也让SK-II所在的美容板块在宝洁五大业务板块中业绩增速倒数第一，增速仅1%。02“优等生”缘何变“差生”？作为日本高端护肤品牌，SK-II旗下的面部精华液又被称为“神仙水”。早在1991年，SK-II便被宝洁集团收购。在一段时间内，SK-II经历了快速增长，一度连续十五个季度销售额增速超过20%，是宝洁集团美容板块名副其实的“优等生”。曾经的“优等生”为何如今会成绩不佳？宝洁公开承认，SK-II的业绩下滑，主要是受日本核污染水排放影响。宝洁首席财务官Andre Schulten在业绩会上表示，这已经是SK-II被影响的第二个季度，2024财年第一季度SK-II在华销售同比降幅超10%。SK-II品牌客服回应截图。去年8月，日本启动福岛第一核电站核污染水排海，引发全球关注。一众日本化妆品均被消费者质疑是否会受核污染水影响，而SK-II官方公众号中声称产品唯一的水质来源——日本最大的湖泊琵琶湖更是被传涉嫌核污染。尽管当时宝洁出具公函辟谣，并表示“我们可以确认SK-II产品是安全的。”SK-II官方客服也向中新财经表示“化妆品均符合中国相关标准”，但不少消费者仍谨慎选择“平替”。去年“双十一”期间，SK-II自2016年以来首次跌出了某电商平台美妆护肤品TOP10榜单。03“涨”字诀能否挽救国际大牌？对于SK-II出现“滑坡”，宝洁董事会主席、总裁兼首席执行官Jon Moeller认为，日本排海在SK-II在大中华区销售额下滑的因素中占比约50%，另外50%的原因则是市场动态。在社交平台上，围绕SK-II的话题除了日本核污染水外，还有频繁涨价与产品更新缓慢。2018年-2023年，SK-II四次提价，“小灯泡”2023年涨幅高达12.5%；今年3月15日，在日本排海的持续影响中，SK-II旗下除“小灯泡”外的核心单品又再度迎来涨价，“神仙水”涨幅约3%-4%。消费者对SK-II是否会受核污染水影响的疑问。截图自电商平台。“已经快买不动了。”有消费者如是表示。中新财经注意到，“涨”字诀已是众多国际化妆大牌的共同策略。今年2月，国际知名化妆品巨头资生堂、雅诗兰黛相继公布财报。资生堂因核污染水影响，2023年下半年业绩持续下跌，全年净利润下跌近40%；雅诗兰黛受亚洲旅游零售业务疲软等因素影响，在截至2023年12月31日的2024财年第二财季，净利润下滑20.5%。财报发布当月，资生堂宣布于4月16日调整部分产品的价格；国际知名美妆巨头雅诗兰黛则自2月19日起调价，涨幅从10%到40%不等。然而涨价能否解决一切问题？在消费者越来越趋于理性消费的当下，提价带来的效果仍是一个疑问。编辑：王伊萌责编：程春雨","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/2428580862"}