Over $200 Million Annual Income! MARUBI Fighting Against Crow's Feet for Two Decades
- Chaileedo Press
- May 7, 2022
- 3 min read
MARUBI held a performance exchange meeting for the 2021 annual and 2022 first quarter, introducing the company's performance, brand marketing, social responsibility and scientific research. It is understood that the company is known as the "First Share of Eye Makeup in China" and its core brand MARUBI is known as the "Master of Eye Care". However, the core financial data has declined this time both in the company and the MARUBI brand.
According to the financial report, MARUBI achieved about $268 million in operating income in 2021, an increase of 2.41% year-on-year, with $37.16 million in net profit attributable to shareholders of listed companies, down 46.61% year-on-year.
The main brand "MARUBI" achieved about $239 million in operating income in 2021, down 3.82% year-on-year, accounting for 92.36%. "MARUBI" has become a leading brand with high-end positioning in China and occupying a considerable market share, known as "Eye Care Master" and has been selected as "the TOP 1 in the Anti-aging Category" by the industry media for 7 consecutive years.
Founded in 2002, MARUBI is a well-known skincare brand in China, mainly dedicated to the field of eye care, and became a household name in China in the early years because of the advertising slogan "bouncing, bouncing, bouncing, bouncing away crow's feet".
According to the financial report, the total R&D investment of MARUBI in 2021 is about $7.57 million, accounting for 2.83% of the operating income. Although this is still far from the default benchmark of 3% in the Chinese cosmetics industry, Guo Chaowan, the director of MARUBI Basic Research Center, revealed at the performance exchange meeting that MARUBI has a very complete transnational R&D system after more than 20 years of construction.
Guo Chaowan said that MARUBI owns a Tokyo Frontier Center, a Guangzhou Scientific Research Center, and a Shanghai Innovation Center. It has a world-class R&D team, with 97 R& D personnel, 32% of whom have a master's degree or above, of which 6 are doctors. There are 60 professional scholars in different forms of cooperation. In 2021, 3 new self-developed raw materials have been added, 30 self-developed raw materials have been completed so far, and 5 models have been mass-produced and converted. In the same year, MARUBI added over 298 new product formulas, 361 new patent applications, 90 invention patents, and 9 new high-level papers.
In 2021, the proportion of new products in MARUBI reached 30%, so it is not difficult to see that the brand has indeed been making efforts in product research and development.
In January 2021, MARUBI launched the new Series “Crystal Revitalizing Luxurious” with the core concept to combat structural ageing. The average price of this series of products is about $75 and the annual sales volume reached nearly 400,000.
In October 2021, MARUBI launched the Recombinant human collagen series, which has accumulated 500,000 sales volume from its listing to the present.
In addition, judging from the sales results of MARUBI's main anti-ageing product series, MARUBI not only attaches importance to research and development but also understands which direction to develop, MARUBI firmly grasps the keyword of "anti-ageing" to create bestselling products.
In 2021, MARUBI's overall anti-ageing product sales accounted for 70%. MARUBI's chief marketing officer Zeng Lingchun revealed at the performance exchange meeting that MARUBI's "RECOMBINANT COLLAGEN ESSENCE", reached over 10 million yuan (more than $1.5 million) in sales revenue in a very short period of time on the market. MARUBI's "ELASTINE ESSENTIAL DAY & NIGHT EYE ESSENCE" which contains anti-ageing ingredient- A alcohol has become the company's most popular product, accounting for a large share in the sales revenue of the flagship store on Tmall.
Zeng Lingchun said that MARUBI will continue to find increments through new products. This means that MARUBI will continue to make efforts in product development and innovation.
Although MARUBI's performance in 2021 is not good, MARUBI said in the financial report that the decline in net profit is mainly caused by the company's active layout of new channels and the growth of various expenses to expand new businesses. That is to say, the decline in performance is not because the company has encountered difficulties or impacts, but has invested in developing channels and expanding businesses. Then, the next performance of MARUBI, which attaches so much importance to research and development, is still worth looking forward to.
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