Maybelline entered China in the mid-1990s, ranking first in China makeup market for many years. "Beauty comes from the heart, beauty comes from maybelline new york" advertising words are popular in the streets and lanes, and become the enlightenment education of makeup products for a generation. However, with the rise of Japanese and Korean beauty cosmetics and domestic beauty cosmetics, and the rapid development of online channels, the competition in the beauty and skin care market has intensified, and Maybelline's market share has continued to decline.

Judging from the online sales performance in recent years, Maybelline's performance is exactly the same, and there is also a downward trend. In the recent marketing of Tmall and JD.COM, Maybelline has been ranked in the top ten in the beauty and skin care list. In order to make online channels, Maybelline has made many attempts in celebrity spokespersons, online celebrity drainage methods and live marketing, but there has been no obvious practical effect. High cost performance is not enough to catch up with others, it is better to fight with high-end brands. Maybelline is really in an awkward position.

We can see that 1995 is registered in China, and Maybelline, once one of the most popular beauty brands in China, has made up its mind to adjust its offline stores. Maybelline, in the face of the collapse of offline stores and the rising market environment of domestic beauty products, is still actively looking for changes online. For example, the way of live broadcast, Maybelline is one of the first cooperative brands with live broadcast, selling goods at the opening ceremony of well-known brands, with an average sales of150,000 to 20 million yuan.

Online and offline marketing is not an undercurrent relationship, but the competitive advantage is product quality and brand influence. Reducing offline stores can save money to a certain extent and invest more resources in product development and online promotion. However, if you want to re-occupy the market, simply relying on means to adjust may not be the fundamental solution. The younger generation of customers pay more attention to the characteristics and quality of goods and want to try big brands, cutting-edge brands and luxury brands. Establishing product positioning may be more effective for the target consumer groups to work hard on research and development and characteristics. However, netizens also noticed that just as Maybelline closed all offline stores in China, Carita Kereide, a French luxury cinema brand owned by L 'Oré al, its head office, officially announced that it would enter the China market at the same time, and announced that it would set up jewelry stores and specialty stores in Kidd Square in Nanjing and SKP in Beijing to hold art exhibitions and salons.