A well-known brand announced: The 14-year-old store will close tomorrow! It was all the rage, and many people bought it
Recently, the well-known beauty brand KOSE received shocking news: they are about to close their Tmall flagship store, which also means that their online sales channel in China will come to an end. This decision has left many lamented, as KOSE's Tmall flagship store has been in operation for more than 14 years and has amassed 885,000 followers. It used to be the first choice for many people to shop, and it was also a part of many people's youth.
But the closure of KOSE was not sudden, it was part of a series of recent strategic changes at the KOSE Group. As early as August 31, 2023, the official online store of KOSÉ was closed, which also indicates that the adjustment of KOSÉ in the Chinese market has begun. It is reported that in recent years, KOSÉ Group has emphasized "Made in Japan" and abandoned the strategy of localizing production in China. This move is to better meet the demand of Chinese consumers for high-quality cosmetics, rather than following the trend in order to cater to market trends.
KOSÉ's move has also sparked a deep rethinking of the beauty industry as a whole. Not only KOSÉ, but also well-known brands such as SK-II and Infusa have frequently adjusted their layouts or discontinued in the Chinese market. From Beijing to Shanghai, from Guangzhou to Shenzhen, the number of counters of these brands is decreasing, and some brands have even announced a complete withdrawal from the market. For a moment, people can't help but wonder, does this mean that the entire beauty industry is undergoing a profound change?
In addition to KOSÉ, many other well-known brands have also announced closures or adjustments. Kao's brands such as Skin, Furan, and SALA have been shut down one after another, and brands such as Benefit and Sumi 37° have also announced the end of online and offline operations. These messages are a reminder that times are changing, industries are changing, and the beauty market as we know it is constantly evolving.
Perhaps, behind this fluctuation is the change in consumer consumption habits and aesthetic standards. With the development of the times, people's needs for beauty products are constantly changing, and they pay more attention to the quality, origin and environmental friendliness of products. And those brands that can't adapt to market changes and can't provide high-quality products are gradually eliminated from the market.
However, for consumers, this series of changes also means less choice. Many people once loved brands are no longer readily available, and they need to revisit the market to find new brands that fit their needs. This may be a challenge, but it is also an opportunity as the industry changes, and new brands and products are emerging, giving consumers more choice.
Overall, the announcement of the closure of the Tmall flagship store by a well-known brand represents the end of an era and the beginning of a new chapter in the beauty industry. In this era of change, only by constantly adapting to the changes in the market and continuously improving the quality and service level of products can we remain invincible in the fierce competition. May the beauty industry have a more brilliant tomorrow!
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