雪肌精逐步关闭线下门店 高丝集团在中国难突围？

This article reports on the closure of Sekkisei's offline stores in China and the sales challenges faced by KOSÉ Corporation, providing key information and practical insights.

1. Sekkisei, a brand under KOSÉ Corporation, is gradually closing its offline counters in China as part of a "strategic adjustment to its offline store layout." This follows the closure of its Tmall flagship store in April 2024 as a measure for "channel consolidation."

2. KOSÉ's sales in Asia continue to decline, with 2024 sales dropping 23.03% year-on-year to ¥40.62 billion. Its sales ranking fell from second to third place, amounting to only about half of 2022's figures, making it the only region with a sales decline over the past three years.

3. While net sales for the cosmetics business grew 6.2% to ¥255.349 billion, operating profit fell 15.76% to ¥15.052 billion, marking a third consecutive year of decline. In contrast, other businesses, such as beauty products, saw overall growth in both net sales and profit.

4. In 2024, ten Japanese beauty brands exited the Chinese market, including BOTANIST, BAUM, d program, and TAKAMI. Key themes among these brands were "pure," "natural," and "premium," reflecting an industry-wide withdrawal trend.

KOSÉ Corporation's channel adjustments and sales data reveal shifts in brand marketing and consumer trends, offering insights for brand building.

1. Brand Channel Strategy: The closure of Sekkisei's offline counters and KOSÉ's Tmall flagship store exemplify a "channel consolidation" strategy, highlighting the need for brands to optimize their online and offline layouts in response to market changes.

2. Consumer Trends: KOSÉ's financial report notes that "consumer spending in China is not expected to recover quickly," with Asian sales down 23.03%, indicating weak consumer expenditure that may impact brand pricing and competition strategies.

3. User Behavior: The exit of ten Japanese beauty brands from China in 2024, characterized by themes like "pure," "natural," and "premium" (e.g., BOTANIST), signals a shift in consumer preferences, suggesting that product development should focus on natural and high-end directions.

4. Sales Performance: The cosmetics business's operating profit has declined for three consecutive years, while other segments grew, indicating that brands should explore diversified product lines to balance risks.

KOSÉ's sales decline and brand exits provide insights into risks and opportunities, helping sellers interpret market changes.

1. Risk Alert: Weak consumer spending in China led to a 23.03% drop in KOSÉ's Asian sales and a third straight year of operating profit decline, signaling that sellers should be cautious of similar market risks.

2. Opportunity Insight: Growth in KOSÉ's other business segments shows potential in non-cosmetics areas. The exit of Japanese brands with "pure" and "natural" themes may create market gaps for new entrants.

3. Shifting Demand: The withdrawal of ten brands in 2024 reflects changing consumer preferences. Sellers can learn from KOSÉ's "channel consolidation" strategy as a response measure and optimize their own channel management.

4. Emerging Models: KOSÉ's closure of Tmall and offline stores demonstrates a centralized approach. Sellers can adopt similar models to mitigate risks and study exited brands like BAUM for potential collaboration opportunities.

KOSÉ's performance and brand exits impact product demand, offering insights for production design and business opportunities.

1. Product Design Trends: Exited Japanese brands in 2024, such as BOTANIST and TAKAMI, emphasized "pure," "natural," and "premium" themes, indicating consumer preferences. Factories should adjust production toward natural and high-end products.

2. Business Opportunities: Growth in KOSÉ's other segments, like beauty products, suggests factories can explore diversified production areas. While Asian sales declined, global opportunities exist, prompting factories to seek new market collaborations.

3. Digital and E-commerce Shifts: KOSÉ's closure of its Tmall flagship store as part of "channel consolidation" reflects the need for e-commerce adjustments. Factories should optimize digital supply chains to adapt to channel changes.

Industry decline trends and client pain points highlight directions for service providers' solutions, focusing on new technology applications.

1. Industry Trends: The exit of ten Japanese beauty brands from China in 2024 and KOSÉ's 23.03% Asian sales drop indicate a contraction in the cosmetics industry, requiring service providers to monitor market dynamics.

2. Client Pain Points: KOSÉ's report notes sluggish consumer spending in China and a three-year operating profit decline, underscoring clients' challenges with sales drops and profit pressure.

3. Solutions: KOSÉ's "channel consolidation" strategy, such as closing Tmall stores, suggests service providers can offer digital channel optimization solutions. Growth in other segments highlights the need for diversified services to mitigate client risks.

Brand channel closures affect platform demand, offering insights for operational management and merchant recruitment strategies.

1. Platform Demand Shifts: Sekkisei's offline counter closures and KOSÉ's Tmall exit reduce platform入驻, indicating declining brand demand for platforms, which must adjust recruitment strategies.

2. Operational Management: KOSÉ's "channel consolidation" strategy suggests platforms should optimize operations, such as integrating resources to counter sales decline risks. Exits like d program's highlight the need for enhanced risk management.

3. Risk Mitigation: KOSÉ's Asian sales drop to third place and consecutive profit declines warn platforms to avoid similar market trends while exploring growth opportunities in other segments for stability.

KOSÉ's performance changes and brand exits reveal new industry dynamics and issues, providing insights for business model research.

1. Industry Shifts: The exit of ten Japanese beauty brands from China in 2024, with keywords like "pure," "natural," and "premium" (e.g., Shiseido's BAUM), signals industry contraction. KOSÉ's 23.03% Asian sales drop made it the only declining region.

2. Emerging Issues: Sluggish consumer spending in China led to KOSÉ's three-year operating profit decline, with cosmetics profits falling while other segments grew, highlighting structural imbalances in the industry.

3. Business Models: KOSÉ's "channel consolidation" strategy, such as closing Tmall stores, reflects optimization efforts. Diversification cases suggest researchers analyze risk dispersion strategies, and policy implications can be inferred from strategic adjustments.