Maruko is beautiful, round and beautiful.
Marubi's name comes from a philosophical thought-taking the circle as beauty.
In Shuo Wen Jie Zi, a pill is a circle. "Taking the circle as beauty" is an aesthetic standard that spans the east and the west, and "taking the circle as beauty" is endless; "Take the circle as beauty" and pursue perfection, from which comes the name of Marumi Marumi. 15 For one day, focus on eye skin care.
Marubi/kloc-has been focusing on the research of eye skin care and the development of high-quality eye cream for 0/5 years. Today, Marumi has become the first brand of eye cream in China. Marubi also released its flagship product-the fourth generation elastin eye firming essence in Paris. This product combines advanced raw materials from 9 countries around the world, and adds 7 kinds of patented ingredients. 15 Marumi, who focuses on eye care for one day, has always adhered to the concept of "using the best in the world and making China the best" and launched many screaming products.
As early as the beginning of its establishment in 2000, Marumi began to focus on the field of "eye skin care". At the end of last century, China's skin care market was still in its infancy, but at that time, Marumi had made great achievements in technology research and development through transnational cooperation. From the initial "Cell Active Muscle Crystal Series" four eye products, to the following year, it won a number of beauty awards by virtue of the technical advantages of eye multi-cell repair elements, and then in 2004, it launched eye sunscreen milk, becoming the first product licensed for special-purpose cosmetics in China market. Marubi's technical strength in the field of eye care has been repeatedly highlighted, laying its leading position in the industry.
In 2007, with the appearance of Marubi Elastin eye essence, a wave of "bouncing off crow's feet" swept across the country instantly, which opened the enlightenment era of "eye care" for many women in China, and Elastin series became Marubi's most popular ace product.
In 20 12, Marumi also launched ***5 eye products of "Master Eye Care" series to provide symptomatic care day and night, pushing eye care to a new technical height.
Introduce LVMH's L Capital fund into marumi.
In 20 13, L Capital Fund, a subsidiary of LVMH, the world's largest luxury goods group, invested in Marumi strategically, becoming the second largest shareholder of Marumi, and relying on LVMH's rich global resources and international vision, it further added world-class luxury charm to Marumi brand.
"L Capital Asia appreciates Marumi's long-term high-end positioning and steady growth all the year round. At the same time, we are also very optimistic about the future development of Marumi. " Mr. Ravi Thakran, Managing Partner of L Capital Asia and President of LVMH South Asia, Southeast Asia and Middle East, said at the press conference.
The cooperation covers eight aspects, including product research and development, design, advertising and public relations, marketing, retail management, team building, global marketing, investment and mergers and acquisitions. This is the first cosmetics company invested by L Capital Asia in China.
The world's largest eye skin care research center
In 20 14, Marubi invested 25 million dollars to build Marubi 5C Center, the world's largest eye skin research center, with a total construction area of 50,000 square meters, including five centers: R&D Center, Manufacturing Center, Logistics Center, Information Center and Training Center. It is a fashionable, modern and high-tech cosmetics art factory, which is amazing!
R&D center; D center
R&D center consists of three parts: formula development center, product technology center and quality control center. It is designed by outstanding scientists and advanced R&D equipment in strict accordance with 65438+ million GMP purification standards. R&D Center increases R&D expenses by more than 1000 million every year, accounting for 3% of the annual turnover expenses.
manufacturing center
The manufacturing center has advanced production technology, first-class production environment and advanced production equipment. The annual production scale exceeds 80 million pieces, and the workshop cleanliness level is 654.38+10,000. Strictly take GMPC ISO900 1 management system as the implementation standard, and carry out in-depth management methods and tools such as 5S, Lean, QC and 6Sigma. Based on the first-class hardware facilities and management system, it can satisfy customers with high efficiency and high quality.
training center
The training center has integrated the latest knowledge and skills of beauty and skin care products at home and abroad, completed the research and development of more than 100 courses and the compilation of courseware, set up a training R&D management team with a total teaching experience of more than 50 years and a team of middle and senior lecturers with an average teaching experience of more than 5 years, and helped Marubi's vision of ten years with the highest international training strength.
logistics center
The logistics center adopts the integrated design of production warehouse, and builds a modern logistics warehouse integrating standardized design and personalized customization, with a total storage area of over 15000 square meters. Install automatic sprinkler system, automatic smoke detection system, strong range hood security system, WMS, bar code /RFID identification, and scanning in and out of the warehouse. Will improve the overall operational efficiency of the warehouse.
information center
The information center has a skilled IT operation team. With the help of modern information system technology, we can accelerate the optimization of business processes, improve the internal and external management level of enterprises, explore more business development opportunities, and fully support the internationalization of corporate brands, refined marketing and firm implementation.
Ta of Marumi 5C Center said-
Alexsandra, a data processing consultant from Microsoft, said after the visit that Marumi's emphasis on product strength can bring sufficient development momentum to the enterprise.
The corporate culture exhibition hall of Marubi 5C Center witnessed the company's development process, corporate culture construction and strategic deployment. Although compared with many foreign companies, local enterprises in China started a little late, friends who visited Marubi 5C Center all said that the development speed of China enterprises surprised the world, especially Marubi Company, whose development concept, system and facilities and strategic planning were comparable to many large foreign enterprises.
Marubi's "Brand Iron Triangle" Strategy
Born Tracy, a famous American consultant, said that anyone who focuses on one field can become an expert in five years, an authority in 10, and a world leader in 15. This sentence just confirms Marumi's success in becoming the first eye protection brand in China.
For fifteen years, Marumi has been focusing on the research of eye care, relying on its "iron triangle strategy" covering technology, design and marketing-handing over R&D and manufacturing to the Japanese team, inviting the French team to do design and creativity, while the marketing and promotion are completed by our China team.
"French Design" of Brand Iron Triangle
Well-known French designers personally manipulated the knife, and from the perspective of French aesthetics, combined with Marumi's oriental characteristics, created an "innovative red line" to interpret Marumi's red elegance, and finally presented a simple and fashionable golden vase design.
Brand iron triangle's "Japan R&D"
As we all know, Japanese scientists are most proficient in the study of oriental skin.
Marubi 5C R&D Center employs Japanese experts as factory director, R&D director, manufacturing director and quality control director, all from Shiseido, a famous cosmetics group.
"China Marketing" of Brand Iron Triangle
20/kloc-in September, 2005, Marumi joined hands with spokesperson Tony Leung Chiu Wai to launch the phenomenal marketing of Marumi Eye. In just eight days, a blockbuster that only took Tony Leung Chiu Wai's eyes for three minutes exploded three times. For the first time in TV history, Hunan Satellite TV, Jiangsu Satellite TV, Zhejiang Satellite TV and Oriental Satellite TV joined forces, and the screen exploded for the first time. Immediately, the PC synchronously responded to the audience's online habits. The next day, Tencent Video APP repeatedly placed advertisements and friends circle advertisements, targeting hundreds of millions of women across the country, and Tony Leung Chiu Wai's Marumi "Eye" drama once again detonated the mobile terminal. Repeatedly refreshing the list of hot topics has touched hundreds of millions of female audiences across the country and won the collective attention and praise of cosmetics, advertising and marketing, and even entertainment and film and television circles. Behind the planning of 20 15, a phenomenal marketing case, is the unique innovative equation of Marumi, a well-known skin care brand: providing screaming products+bringing pleasant experience to users+generating emotional resonance with consumers.
In the film, Tony Leung Chiu Wai incarnates as a caring and warm man, who is deeply sought after by women. Like friends who meet again after a long separation, they gently greet thousands of female audiences in front of the screen and make a deep confession. It took Marumi 3 minutes to show her feelings in the last frame. It turns out that this touching love story comes from the well-known skin care brand Marumi, which cares for its female audience!
From June 2065438 to June 2004, the ninth "Top 500 Most Valuable Brands in China" list was released, and Marumi was ranked among the top 500 most valuable brands in China, ranking first in the skin care industry and the top three in the daily chemical industry, which further witnessed its position as the first brand of eye care in China.
In the same year, in the "2014 beauty's 100 top" published by the famous American fashion professional media Women's Daily, Marumi Company once again ranked among the top 100 beauty companies. "This is a luxury brand. Although it does not have a long history of luxury goods, it can provide the same level of services as luxury brands in terms of R&D design, product quality, user experience and emotional communication. "
-Sun Huaiqing, CEO of Marubi, talks about Marubi's "luxury" brand positioning.
"To compete with international brands, we need to have three basic conditions-screaming products, pleasant user experience and emotional resonance with consumers."
-Sun Huaiqing, CEO of Marubi, talks about the conditions of competition with international brands.
Marubi will build a world-class competitive, advancing with the times, beautiful and healthy company based on the mobile Internet.
-Sun Huaiqing, CEO of Marumi, said at the Cultural Festival.
"15, focusing on the research of eye care, makes us the first brand in the eye care market in China today."
-Sun Huaiqing, CEO of Marubi, talks about how Marubi became the first leading brand in his eyes.
"Our bigger dream in the future is to hope that women all over the world will have a pill eye cream on the stage."
-Marumi CEO Sun Huaiqing talks about vision
"First, is it a' godfather' company, that is, whether your success in this industry has positive reference significance for this industry. If the success of an enterprise is unrepeatable, I don't think it is a good company. If the success is at the expense of destroying the industry ecology, it is not a good company. Your success must be imitated by others, and the experience is positive.
Second, on the way to becoming the godfather of the industry, those who share your interests and fight for their dreams should give them a happy home. Because there may be many people coming and going on the road to success, but a good company should be responsible for those who have struggled with you from the beginning.
Third, good enterprises should try their best to make due contributions to this society. Charity is only a small part of it, and paying taxes legally is the key. "
-Sun Huaiqing, CEO of Marubi, talks about the company's evaluation criteria.
"I told him at that time that China was ranked as the best commercial city by Forbes, and Guangzhou has been ranked first for three consecutive years. There is food, shelter, fresh air and a sense of identity. In addition, I believe that Mr. Putian loves this career deeply. When communicating, he agreed with Marumi. We are a group of people with ideals. He is also willing to use his own experience to help us run faster on the road to realizing our ideals. We expect him to fully integrate into Marumi as soon as possible. "
-Sun Huaiqing, CEO of Marumi, talks about why Masahiro Sakata, former general manager of Shiseido China, was invited to join Marumi.
"Many ideas in history were considered crazy by the outside world, but it was discovered afterwards that they were all based on in-depth analysis of knowledge and experience."
-Sun Huaiqing, CEO of Marubi, talked about the price of Marubi Eye Cream when it was first listed, which was beyond the understanding of the outside world at that time.
"In the Internet age, any brand has the opportunity to do global business, but it will also encounter global market competition."
-Sun Huaiqing, CEO of Marumi, talks about global integration driven by the Internet.
"The essence of fashion is to have a heart that keeps pace with the times, to embrace change, to pursue new things and even to accept young people."
-Sun Huaiqing, CEO of Marubi, talks about fashion and beauty, which is very caring.
As Mr. Sun Huaiqing, CEO of Marumi, said, "Care for the world. Marumi, who pursues the culture of gratitude, is thinking hard about the value of a successful enterprise while developing the enterprise. Excellent enterprises should be excellent corporate citizens. "
In 2008, Marumi formally established the Very Caring Fund: that is, for every bottle of products sold by Marumi, it will donate 10 cents from the income of each bottle to the fund to support the education in underdeveloped areas.
With the slogan of "once beautiful, very caring", the plan encourages Marumi to pursue a better life, never forget to repay and be grateful to the society, and faithfully fulfill Marumi's social responsibility as an excellent corporate citizen. Up to now, Marumi has donated more than 30 love primary schools.