海外小众美妆败走中国？又有两家高端美妆品牌闭店

The article highlights the store closures and clearance sales of French niche perfume brand Le Jardin Retrouvé and US premium skincare brand 3LAB in the Chinese market.

1. Closure Details: 3LAB's Tmall Global Flagship Store will officially close on December 31, 2024. While Le Jardin Retrouvé has not announced an official closure date, it has cleared its stores on Xiaohongshu and Douyin. In contrast, 3LAB is only closing its Tmall store while maintaining its Xiaohongshu and Douyin flagship stores.

2. Promotion Highlights: Le Jardin Retrouvé is offering all products at a 90% discount (1/10th of the original price). 3LAB is providing 50% off discounts, buy-one-get-one-free offers, or gifts of equal value to full-sized products, representing significant savings.

3. Price Changes: Le Jardin Retrouvé's 50ml perfumes, originally priced around ¥1,054, are now selling for between ¥83 and ¥129. 3LAB's anti-aging cream (60ml), previously over ¥3,000, is heavily discounted, offering consumers a rare chance to purchase premium products at low prices.

Actionable Advice: Consumers should monitor 3LAB's Xiaohongshu and Douyin stores and participate in the live-streaming sales event hosted by celebrity Yi Nengjing on October 17th to secure deals, taking advantage of the clearance period to purchase high-quality cosmetics.

The article reveals the marketing strategies and pricing competition among overseas premium beauty brands.

1. Brand Channel Strategy: 3LAB employs a differentiated operational approach—closing its Tmall store operated by its Hong Kong entity while retaining its Xiaohongshu and Douyin stores managed by its Shanghai company, leveraging celebrity live-streaming to boost visibility.

2. Pricing & Competition: Premium products like Le Jardin Retrouvé perfumes have seen drastic price reductions from ¥1,054 to under ¥100, while 3LAB's anti-aging cream (over ¥3,000) offers buy-one-get-one-free promotions, reflecting heightened price sensitivity.

3. Consumer Trends & Behavior: Store closures by premium beauty brands suggest potential market saturation in China, with users showing high responsiveness to promotions, such as rapid purchases during clearance sales.

R&D Insight: Niche perfumes and specialized anti-aging products require localization strategies to avoid failure due to high-price positioning.

The article identifies market opportunities and risks for sellers.

1. Growth Opportunities: Clearance promotions like Le Jardin Retrouvé's 90% off and 3LAB's buy-one-get-one-free offers present low-cost procurement or cooperative sales windows, enabling quick revenue growth.

2. Risk Warning: Brand closures may disrupt supply chains; for example, Le Jardin Retrouvé's full-platform clearance requires sellers to avoid inventory overstock risks.

3. Shifting Consumer Demand: The exit of premium brands indicates a market shift toward value-for-money products, with users favoring discounted offers.

Key Takeaway: 3LAB's multi-platform strategy—closing only Tmall while retaining Xiaohongshu and Douyin, combined with live-streaming sales—offers a model for sellers to enhance resilience through diversified channel layouts.

The article discusses high-end product design and business opportunities.

1. Production Requirements: Le Jardin Retrouvé's niche perfumes necessitate independent perfumers and small-batch production designs, while 3LAB's anti-aging creams emphasize high-efficacy R&D.

2. Business Opportunities: Clearance periods with deep discounts (e.g., 90% off) may open avenues for raw material sourcing or OEM collaborations, allowing factories to engage in low-cost supply chains.

3. Digital Insight: The closure of online channels like Tmall while retaining platforms like Xiaohongshu underscores the need for factories to enhance e-commerce adaptability and optimize production for multi-platform sales support.

The article highlights industry trends and client pain points.

1. Industry Trend: The exit of overseas premium beauty brands like Le Jardin Retrouvé and 3LAB from China represents a new development that could trigger chain reactions.

2. Client Pain Points: Inconsistent channel management—such as 3LAB closing only Tmall while keeping other platforms—creates operational chaos risks.

3. Solutions: Service providers can offer integrated multi-platform services or digital tools to help clients mitigate closure impacts, such as optimizing Xiaohongshu and Douyin operations.

The article points to platform demands and operational challenges.

1. Business Needs: Brands are highly selective about platforms; 3LAB's exit from Tmall but presence on Xiaohongshu/Douyin indicates the need for differentiated merchant acquisition strategies to attract premium brands.

2. Platform Practices: Tmall flagship closures (managed by Hong Kong entities) versus Xiaohongshu retention (managed by Shanghai entities) suggest platforms should optimize operations through localized partnerships.

3. Risk Mitigation: Store closures like Le Jardin Retrouvé's full clearance may impact platform traffic and reputation, necessitating risk early-warning mechanisms to avoid similar incidents.

The article reveals new industry movements and business model issues.

1. Industry Movement: The closures of Le Jardin Retrouvé and 3LAB signify a trend of overseas premium beauty brands exiting the Chinese market, requiring ongoing tracking.

2. Emerging Questions: Analyzing closure causes—such as failed high-price positioning or poor channel strategies—raises research questions about market saturation.

3. Business Model Insight: Comparing direct sales (at original prices) versus platform promotions (clearance discounts) offers policy implications, such as adjusting import cosmetics regulations to support localization.