Taobao, Douyin, and Jingdong online stores are all about to close! Once sold to the world's No. 1, it is about to withdraw from the Chinese market?
In the past few days, many netizens have posted that they have received information from Benefit's official flagship store: Benefit's official flagship store will be closed on January 28, 2024.
Not only the Tmall flagship store, but also the flagship stores of Benefit's Douyin and JD.com have also issued store closure announcements, announcing that they are about to end operations and will no longer accept new orders after January 28, 2024.
All three online flagship stores were closed at the same time
Is Benefit going to withdraw from the Chinese market?
As the world's No. 1 eyebrow pencil brand, this is not the first time that Benefit has announced that it will withdraw from the Chinese market, since March 2021, there has been news of the "closure" of Benefit counters in many places across the country, and a large number of offline counters have been withdrawn.
At that time, Benefit's official statement was that with the change of the retail environment and trends, the brand was adjusting its business model in China, and would gradually withdraw department store counters, and in the future, it would mainly be sold in Sephora and Tmall online official flagship stores.
In 2017, Benefit's Tmall flagship store was opened, and in 2021 and 2022, it will enter the Jingdong and Douyin e-commerce platforms successively, but now Taobao, Douyin, and Jingdong's three major online stores are closed, and the only remaining channel is Sephora.
Some netizens asked whether the official flagship store customer service online was permanently closed, and the customer service replied that Benefit would adjust its business scale and development focus in Chinese mainland. You can continue to purchase Benefit products at Sephora offline stores in China and online flagship stores on Sephora's platforms.
Today, the Benefit Douyin flagship store has emptied all products.
Dandelion powder, anti-hole elite, lard ointment
Netizen: It's really a tear of the times
As one of the first overseas high-end makeup brands to enter the Chinese market, many of Benefit's star products are very popular in China, such as eyebrow pencil, dandelion powder, lard cream, Counter-Strike primer and so on.
Regarding the closure of Benefit's online channels, many netizens feel that it is a pity.
Some netizens said that Benefit was the favorite makeup brand of the university, and she gave out a scholarship and went to the counter to buy a complete set of makeup.
There are also netizens who miss the dandelion blush that everyone had in their hands back then, and they are worried that they won't be able to buy it in the future, right?
Some netizens feel that Benefit's online withdrawal this time may have a discount, and they have been squatting for Benefit's clearance, but there is no news of clearance on official channels at present.
It used to be the first in the world
Why did Benefit withdraw from China?
In 1976, two sisters, Jean Ford and Jane Ford, from Indiana, opened a cosmetics store called The Face Place in San Francisco, which was renamed Benefit in 1990.
In 1999, LVMH acquired a majority stake in Benefit, becoming the de facto helmsman of the brand, and with the help of strong capital, Benefit began to expand globally.
In 2007, Benefit entered the Chinese mainland market, opened its first store in Shanghai, and entered Sephora China in 2008. In 2011, Benefit briefly settled in Tmall, but closed the store in less than half a year. In 2017, Benefit entered Tmall again.
According to LVMH's official website, "The Benefit brand has been present in 55 countries around the world, and an eyebrow product is sold every two seconds." According to Benefit's official data, the "Anti-Hole Elite Face Primer" is the number one makeup primer in Europe and the United States, with an average of one sold every 14 seconds.
Regarding the news of the collective closure of Benefit's online stores after the offline counters were withdrawn after 2021, some netizens analyzed that the reason for the average daily reduction of Benefit's living space in the Chinese market may be related to the inconsistency between brand pricing and tonality.
The tone of the Benefit brand is young and lively, mainly for young people, but the price of the product is relatively high-end, which belongs to the embarrassing range that many people can't afford when they want to buy when they are young and can't look down on when they have money.
A consumer said: "Benefit's eyebrow pencil and blush are not cheap, and I may choose to buy other higher-end brands for the same price." ”
In addition, some netizens feel that Benefit may have missed the best growth period of online channels, although Benefit Benefit has landed on Tmall since 2011, but withdrew half a year later, and did not re-launch Tmall until 2017.
Source: Orange Persimmon Interactive City Express