SK-II接连撤柜，“神仙水”走下神坛

蓝鲸财经04-17

文｜趣解商业曾经大火的神仙水，近两年在国内遇冷了。前不久，有网友反映，SK-II在上海多家商场撤柜，其中甚至包括上海核心商场之一的静安寺久光百货。SK-II频繁撤柜，背后是何原因呢？ 1.SK-II在上海频繁撤柜近日，有网友在某书上发文表示，有朋友说上海静安区久光百货的SK-II已经撤柜，搜索了一下发现确实如此。前不久，上海梅龙镇伊势丹百货的SK-II也被曝出撤柜。近一年多以来，上海已经有5...

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altar","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"PG":0.9},"content_text":"文｜趣解商业\n\n曾经大火的神仙水，近两年在国内遇冷了。前不久，有网友反映，SK-II在上海多家商场撤柜，其中甚至包括上海核心商场之一的静安寺久光百货。SK-II频繁撤柜，背后是何原因呢？\n1.SK-II在上海频繁撤柜\n近日，有网友在某书上发文表示，有朋友说上海静安区久光百货的SK-II已经撤柜，搜索了一下发现确实如此。前不久，上海梅龙镇伊势丹百货的SK-II也被曝出撤柜。近一年多以来，上海已经有5家SK-II专柜撤柜，如今，上海仅剩下10个SK-II专柜。作为曾风靡一时的高端美妆，感觉这不是什么好兆头。\n对于网友的爆料，上海静安区久光百货工作人员向“21世纪经济报道”表示，该百货商场的SK-II柜台今年年初就撤出了，这是正常现象，考虑到商场的空间有限，每年都会对一些品牌进行调整。上海梅龙镇伊势丹商场工作人员也向《北京商报》表示，上个月SK-II专柜已经从该商场撤出，但是对于撤出的原因，他们并不清楚。\n据《北京商报》不完全统计，近一年以来，上海巴黎春天浦建店、五角场店、太平洋百货、伊势丹百货等商场的SK-II专柜均已撤出，目前仅剩10家正常营业。而此前，SK-II在上海拥有18家专柜，也就是说，SK-II撤掉了上海近一半的专柜。对于频繁撤柜的原因，宝洁相关负责人向《北京商报》表示，“处于财报发布前期的静默期，不方便回应”。\n2.销量下滑，神仙水走下“神坛”？\n虽然宝洁并未说明具体原因，但对于上海多家SK-II专柜撤柜，有观点认为，或许与SK-II近两年在国内业绩表现不佳有关。前不久宝洁发布了2023年财报，超6000亿元的营收创历史新高，不过其归母净利润却出现了下滑。2024财年第二季，在销售额同比增加3%的时候，宝洁的净利润也同比下滑了11.8%。\n对此，宝洁表示，主要是因为“包含SK-II品牌在内的皮肤及个人护理品类销量下滑”。其中SK-II在大中华区销量下滑最为明显，2024财年第二季度，SK-II在大中华区的销售额下滑了34%。而巅峰时期，SK-II曾连续15个季度销售额增速超过20%，撑起了宝洁美容部门的业绩增长。其实从2021财年开始，SK-II就多次因为业绩下滑在宝洁财报中被点名。\n3.高端美妆在国内“卖不动”了？\n事实上，在国内市场受挫的高端美妆，并不仅有SK-II。2024财年第一季度，雅诗兰黛总营收同比下滑10.37%，归母净利润同比下滑甚至高达93.66%。其中，护肤板块销售额下降最为严重，对此雅诗兰黛认为，主要是亚洲旅游零售业务下降以及中国内地高端美妆市场恢复速度慢于预期导致的。\n有同样遭遇的还有资生堂，去年第三季度，资生堂在国内市场的销售额同比下滑了9%，资生堂旗下的高端护肤品牌IPSA茵芙莎也被传出在多地撤柜的消息。去年上半年，拜尔斯道夫集团旗下的奢侈护肤品牌la prairie莱珀妮，未经调整的销售额同比下滑10.5%。高端美妆在国内似乎“卖不动”了。\n面对不如以往的业绩表现，多家美妆企业将其归结为国内打击代购以及市场恢复不如预期，但有观点认为，除此以外，也与国内消费者消费下沉、高端美妆品牌“自降身价”影响品牌形象以及国货崛起有关。\n近两年，社交平台上随处可见“消费下沉，寻找平替”的帖子，消费者越来越倾向于物美价廉的美妆品牌，这让中低端品牌迎来了机会。\n另外，为了抓住线上流量，高端美妆也开始走进直播间打价格战。这导致高端美妆“自降身价”与其此前树立的高端品牌形象发生矛盾，既无法吸引注重性价比的新用户，甚至还有可能失去老用户。\n对于SK-II销售额下滑，宝洁的态度比较乐观。宝洁首席财务官曾表示，“我们预计下半年会出现持续改善”。","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; 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