护肤品牌EST将闭店 花王集团已有3个品牌退出中国市场

Summary: The article details the closure of skincare brand EST and the withdrawal of Kao Group brands from the Chinese market.

1. EST's overseas flagship store will cease operations on November 30, 2024. Existing orders will be fulfilled, and member points can be redeemed for samples, with clear shutdown procedures provided.

2. Currently, EST's Tmall overseas flagship store only has one product left, with no official stores on Douyin, Xiaohongshu, or WeChat Video Channels, indicating a full-scale channel contraction.

3. EST's Xiaohongshu and WeChat official accounts are operated by Kao Corporation, while the Tmall store is run by BelRed Technology Company Limited, part of the Leqi Group—a full-value-chain brand digital and e-commerce service platform.

4. Looking back, the "est媛色" WeChat official account closed in 2022 due to brand strategy adjustments, with no search results on Tmall; by 2024, EST's official online store and physical stores in Hong Kong and Macau have also ceased operations.

5. In 2024, three Kao Group brands—AUBE, JINXUAN GUANGCAN, and EST—have successively exited the Chinese market, highlighting industry shifts.

Summary: Brands can learn from EST's exit regarding strategy adjustments and channel management insights.

1. In brand marketing, EST closed online and offline channels, including its Tmall flagship store and social media operations, due to strategy shifts, reflecting market exit decisions.

2. For channel development, the Tmall overseas flagship store was operated by third-party Leqi Group, showcasing an outsourced e-commerce service model and partnership approaches.

3. On consumption trends, multiple international brands exiting China may signal intensified competition or shifting user behavior.

4. Observing user behavior, the closure announcement emphasized order fulfillment and point redemption, highlighting strategies for maintaining member loyalty.

Summary: Sellers can learn risk management and opportunity capture from this event, including response tactics and actionable practices.

1. Risk alert: Brand exits like EST's may cause supply chain disruptions and sales losses, requiring early warning.

2. Opportunity alert: E-commerce service provider Leqi Group offers full-value-chain services, presenting partnership potential for new business development.

3. Learnings: The clear closure announcement with timelines and handling procedures (e.g., order shipments, point redemption) offers insights for event response.

4. Event response: Sellers should monitor similar signals from brand strategy adjustments to adjust operations promptly.

5. Latest business models: Leqi Group's digital and e-commerce service platform model provides a reference for growth markets.

Summary: Factories can focus on commercial opportunities and practical insights for advancing digital e-commerce.

1. Product production and design demand may decrease due to brand exits, but e-commerce services like Leqi Group present partnership opportunities to pivot toward service support.

2. Commercial opportunities: Brand strategy adjustments create market gaps, allowing factories to explore new clients or product lines.

3. Digital advancement insights: Leqi Group's full-value-chain digital and e-commerce service platform offers a reference model for digital transformation paths.

Summary: Service providers can focus on industry trends and solutions for client pain points.

1. Industry trends: Exits of international brands like EST indicate market dynamics and foreign brand strategy shifts.

2. Client pain points: Brand strategy adjustments lead to operational disruptions (e.g., store closures), requiring stable solutions from service providers.

3. Solutions: Leqi Group's full-value-chain e-commerce service model serves as a reference case for addressing client challenges.

4. New technology applications: The integrated online channel practices of digital and e-commerce platforms inspire service innovation.

Summary: Marketplace operators can assess the impact of brand exits and gain operational management insights.

1. Commercial demand: Reduced brand presence may affect merchant recruitment and diversity, necessitating enhanced platform appeal.

2. Platform operations: The standardized closure announcement for order and point handling highlights the need for clear platform policies.

3. Risk avoidance: Monitoring brand strategy changes (e.g., EST's exit) allows timely platform strategy adjustments to mitigate risks.

4. Merchant recruitment: Leqi Group's service provider case demonstrates partnership opportunities to attract similar enterprises.

Summary: Researchers can analyze industry movements and business model implications.

1. Industry movements: Kao Group's withdrawal of three brands (AUBE, JINXUAN GUANGCAN, EST) in 2024 signals strategic contraction of foreign brands in China.

2. New questions: Exit reasons involve brand strategy adjustments, potentially reflecting market environment changes or policy impacts.

3. Business model insights: Leqi Group's full-value-chain e-commerce service model offers a case study for industrial digital transformation.

4. Policy implications: Brand exits may spark discussions on market access and regulatory considerations.