MARUBI, with elegance as its expression, dreams as its heart and value as its core, selects the best essence of cultural heritage from all over the world to create a modern, oriental and world-class quality light luxury brand. .
Wanmei, beauty is roundness.
The name Marumi comes from a philosophical thought - roundness is beauty.
In "Shuowen Jiezi": Wan means round. "Use circle as beauty" is an aesthetic standard that spans the East and West. "Use circle as beauty" is endless; "use circle as beauty" is the pursuit of perfection. This is where the name MARUBI comes from. Focusing on eye skin care for 15 years
Marumi has focused on the research of eye skin care and the development of high-quality eye creams for 15 years. Today, Marumi is the number one selling eye cream brand in China. Marumi also released its flagship product in Paris - the fourth generation elastin firming eye essence. This product combines advanced raw materials from 9 countries around the world and adds 7 patented ingredients. Marumi, which has been focusing on eye care for 15 years, adheres to the concept of "using the best in the world and making the best in China" and has launched many screaming products.
As early as 2000, when it was founded, Marubi began to focus on the field of "eye skin care". At the end of the last century, the Chinese skin care market was still in its infancy, but at that time Marubi had continuously innovated in technological research and development through cross-border cooperation and achieved great results. From the initial 4 eye products of the "Cell Active Muscle Crystal Series", to winning multiple beauty awards the following year with the technical advantages of multi-cell repair factors for the eyes, and then launching eye sunscreen lotion in 2004, it became China's first eye product. As the first product on the market to obtain special-purpose cosmetics license, Marumi's technical strength in the field of eye care has been repeatedly highlighted, establishing its leading position in the industry.
In 2007, with the launch of Marubi Elastin Eye Essence, a trend of "bounce, bounce away crow's feet" instantly swept across the country, ushering in the enlightenment era of "eye care" for many Chinese women. , the elastin series has also become Marubi’s most popular flagship product.
In 2012, Marumi launched ***5 eye products in the "Eye Care Master" series at the same time, providing time-based and symptomatic care day and night, pushing eye care to a new technical level.
Introducing LVMH's L Capital fund to invest in Marubi
In 2013, the L Capital fund of LVMH, the world's largest luxury goods group, strategically invested in Marubi and became Marubi's second largest shareholder. Relying on LVMH's rich Global resources and international vision further add world-class luxury charm to the Marubi brand.
“L Capital Asia appreciates Marubi’s mid-to-high-end positioning and steady growth all year round. At the same time, we are also very optimistic about Marubi’s future development and growth.” L Capital Asia Managing Partner, LVMH South Asia, Mr. Ravi Thakran, President of Southeast Asia and Middle East, said at the press conference.
This cooperation covers eight major aspects, including product research and development, appearance design, advertising and public relations, marketing, retail management, team building, global marketing, investment and mergers and acquisitions. This is an investment by L Capital Asia in China. The first cosmetics company.
The world's largest eye skin care research center
In 2014, Marumi spent US$25 million to build the world's largest eye skin research center - Marumi 5C Center, with a total construction area of ??50,000 Square meters, including five major centers including R&D center, manufacturing center, logistics center, information center and training center, the fashionable, modern and technological cosmetics art factory is blooming amazingly!
R&D Center
The R&D Center consists of three parts: the formula development center, the product process center and the quality control center. It is staffed by outstanding scientists from around the world and advanced R&D equipment. Designed to 100,000-level GMP purification standards. The R&D center's new R&D expenses exceed RMB 10 million every year, accounting for 3% of the annual turnover expenses.
Manufacturing Center
The manufacturing center has leading production technology, first-class production environment, and advanced production equipment. The annual production scale exceeds 80 million units and the workshop cleanliness level is 100,000. level, and strictly adhere to ISO9001 and GMPC management systems as execution standards, and deeply implement management methods and tools such as 5S, Lean, QC, and 6Sigma. Based on top hardware facilities and management systems, we can meet customer and market needs with high efficiency and high quality. .
Training Center
The training center integrates the latest knowledge and skills in beauty and skin care categories at home and abroad, completed the research and development and writing of courseware for more than 100 courses, and established a The industry's training, R&D management team with a total teaching experience of more than 50 years and a team of intermediate and senior lecturers with an average teaching experience of more than 5 years support Marubi's ten-year vision with the highest international standard training capabilities.
Logistics Center Logistics Center
The logistics center adopts the integrated design of production and warehouse, and builds a modern logistics warehouse that integrates standardized design and personalized customization. The total storage area exceeds 15,000 square meters. rice. Warehouses are equipped with automatic sprinkler systems, automatic smoke detectors, strong smoke exhaust systems, WMS, barcode/RFID identification, scanning in and out, etc., which will improve overall warehouse operation efficiency.
Information Center
The Information Center has a highly skilled and proficient IT operations team. With the help of modern information system technology, it accelerates the optimization of business processes and improves the level of internal and external management of the enterprise. , explore more business expansion opportunities, and fully support the internationalization of corporate brands, refinement of marketing, and resolute execution.
What Marubi 5C Center said——
Alexsandra, a data processing consultant from Microsoft, said after the visit that Marubi’s emphasis on product strength can give the company full momentum for development.
The Corporate Culture Exhibition Hall in Marubi 5C Center witnesses the company’s development history, corporate culture construction, strategic deployment, etc. Although compared with many foreign companies, China's local companies started a little late, but friends who have visited Marubi 5C Center all said that the development speed of Chinese companies has surprised the world, especially companies like Marubi. The concept, system facilities and strategic planning are comparable to many large foreign companies.
Marubi's "Brand Iron Triangle" Strategy
Born Tracy, the leading consultant in the United States, said that as long as anyone focuses on one field, he can become an expert in 5 years and become an expert in 10 years. You can become an authority and be the best in the world in 15 years. This sentence exactly confirms the success of Marumi as China's No. 1 eye care brand.
For fifteen years, Marumi has focused on the research of eye care. With its "iron triangle strategy" covering the three major sectors of technology, design and marketing - leaving R&D and manufacturing to the Japanese team, Let the French team do the design and creativity, while the marketing and promotion will be completed by our Chinese team.
The "French Design" of the Brand Iron Triangle——
Well-known French designers personally create the "red line of innovation" from the perspective of French aesthetics, combined with Marumi's oriental characteristics. "Interpreting Marumi's red elegance, the final gold bottle design is simple and fashionable.
The “Japanese Research and Development” of the Brand Iron Triangle——
As we all know, Japanese scientists are the most proficient in the research 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 the famous cosmetics group Shiseido.
The “China Marketing” of the Iron Triangle of Brands——
In September 2015, Marubi teamed up with spokesperson Tony Leung to launch the phenomenal marketing of Marubi’s “Eye”. In just 8 days, , a 3-minute blockbuster that only captured Tony Leung’s eyes exploded on three screens in a row. Hunan TV, Jiangsu TV, Zhejiang TV, and Dragon TV worked together for the first time in the history of television to premiere Marumi’s “Eye”: Immediately, the PC side simultaneously responded to the audience’s online habits , the entire network covers the keywords Tony Leung and Marumi, and you can relive the blockbuster by searching, and related search volume and video clicks exploded; the next day, Tencent Video APP startup ads and Moments ads were launched one after another, targeting hundreds of millions of women across the country, Tony Leung Marumi's "Eye" drama once again hit the mobile phone. It has repeatedly refreshed the hot topic list, moved hundreds of millions of female viewers across the country, and received collective attention and praise from the cosmetics industry, advertising and marketing industry, and even the entertainment and film and television circles. Behind the planning of this phenomenal marketing case in 2015 is the unique innovative formula of the well-known skin care brand Marubi: providing screaming products + bringing users a pleasant experience + creating an emotional buzz with consumers .
In the film, Tony Leung transforms into a caring and warm man who is highly sought after by women today. Like a friend reunited after a long separation, he greets thousands of female viewers in front of the screen tenderly and confesses his love affectionately. In the 3-minute passionate performance, Marumi reveals her secrets in the last frame. It turns out that this touching and evocative love story comes from the well-known skin care brand Marumi’s care for its female audience!
In June 2014, the much-anticipated ninth "China's Top 500 Most Valuable Brands" list was released. Marumi ranked among the top 500 most valuable brands in China, ranking first in the skin care industry and front in the daily chemical industry. The top three brands add another testimony to its status as China's No. 1 eye care brand.
In the same year, Marubi once again ranked among the top 100 in the "2014 Beauty's 100 Top" released by the famous American fashion professional media "Women's Wear Daily". This is also Marubi’s second time on the list after entering the list in 2013. "It is an 'affordable 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 and design, product quality, user experience, emotional communication, etc."
——Marumi CEO Sun Huaiqing talks about Marumi’s “light luxury” brand positioning
“To compete with international brands, we need to have three basic conditions – screaming products, pleasant user experience, Create an emotional resonance with consumers”
——Marumi CEO Sun Huaiqing talks about the conditions for competing with international brands
“Marumi will build a world-class brand based on mobile Internet. Entrepreneur of competitive, up-to-date, beautiful and healthy affordable luxury products”
——Marubi CEO Sun Huaiqing said at the company culture festival
“It has been the same for 15 years Today, focusing on eye care research has enabled us to become the number one brand in China’s eye care market today”
——Marumi CEO Sun Huaiqing talks about how Marumi became the number one leading eye brand
>“Our bigger dream in the future is to hope that women all over the world will have a Marubi eye cream on stage.”
——Marubi CEO Sun Huaiqing talks about vision
“No. First, whether it is a "godfather-level" company means that your success in this industry has a positive reference and guidance for this industry. If a company's success cannot be copied, I think it is not a good company. It is at the expense of destroying the industry's ecology, which is not a good company. Your success must be that others can learn and imitate, and the experience must be positive.
Second, in order to become the godfather of the industry. On the road, those who have the same interests and strive for your dreams should give them a happy ending, because on the road to success, many people may come and go, but those who have been fighting with you from the beginning, okay. The company should be responsible to the end.
Thirdly, good companies should do their best to make due contributions to this society. Charity is only a small part of it, and legal tax payment is the key.”
——Marumi CEO Sun Huaiqing talks about the company’s evaluation criteria
“I told him at the time that Forbes selected China’s best business city, and Guangzhou had ranked first for three consecutive years. There is food here. , shelter, fresh air, and a sense of identity.
In addition, I believe that Mr. Kamata loves this career in his heart. During the communication, he agreed with Marumi that we are a group of people with ideals. He is also willing to use his experience to help us run faster on the road to realizing our ideals. We look forward to him being fully integrated into Marumi as soon as possible. ”
——Marubi CEO Sun Huaiqing talks about why he invited former Shiseido China General Manager Kamada Masashi to join Marubi
“There are many concepts in history that were once regarded as crazy ideas by the outside world, but afterwards People discovered that it turned out to be insights based on in-depth analysis of knowledge and experience. ”
——Sun Huaiqing, CEO of Marubi, talks about the incomprehensible move of Marubi eye cream when it was first launched, which was far more expensive than well-known foreign brands at the time
“In the Internet era, every brand has Opportunities to do business worldwide, but also encounter global market competition. ”
——Marubi CEO Sun Huaiqing talks about the global integration promoted by the Internet
“The essence of fashion is to have a heart to keep pace with the times, to embrace changes, and to The pursuit of new things, even the acceptance of young people. ”
——Marubi CEO Sun Huaiqing talks about fashion Once beautiful, very caring
As Marubi CEO Mr. Sun Huaiqing said: “Care for the world. Marumi, which pursues a culture of gratitude, is also thinking hard about the value of a successful company while developing the company. An excellent company should be an excellent corporate citizen. ”
In 2008, Marubi officially established the Ten Care Fund: for every bottle of Marubi products sold, 10 cents from the revenue from each bottle of product will be donated to the fund for donation to support underdeveloped areas. Education.
The plan uses the action slogan of once beautiful, very caring, to encourage Marubi people to not forget to repay and be grateful to the society while pursuing a beautiful life, and to faithfully fulfill Marubi's role as an excellent corporate citizen. Responsibility. To date, Marumi has donated to more than 30 caring primary schools.