告别230万粉丝 KATE将关闭天猫和抖音官方旗舰店

KATE Cosmetics is shutting down its Tmall and Douyin flagship stores on April 1st, while its Tmall Global, JD.com self-operated, and JD.com flagship stores remain open.

1. KATE, a core brand under Kao Group launched in 1997 with a "rule-breaking" ethos, aims to become Asia's top makeup brand and is receiving investment to boost its global presence.

2. The Tmall flagship amassed 2.3 million followers, largely due to over 10 promotions by top livestreamer Li Jiaqi since 2019.

3. Kao's 2025 report shows Asia as its fastest-growing market, with sales up 5.1% to ¥349.03 billion, driven by strong growth in China and better-than-expected performance for KATE in Thailand.

The article highlights shifts in channel strategy and marketing approaches for brands.

1. KATE's closure of Tmall and Douyin flagships, operated by Shanghai Lili Beauty, signals varied partnership models, as other channels (Tmall Global, JD.com) run by different operators remain active.

2. Digital marketing, notably collaborations with top influencer Li Jiaqi, effectively built a 2.3 million-follower base, demonstrating the power of livestreaming.

3. Asia's 5.1% sales growth, led by China, reflects rising consumer demand and the potential of emerging markets.

4. Kao's investment in KATE as a strategic growth driver aligns with its goal to lead Asia's makeup market, emphasizing product innovation.

The closure of KATE's Tmall and Douyin flagships highlights channel risks but also growth opportunities.

1. The shutdown, potentially linked to operator changes (Shanghai Lili Beauty), underscores the need to monitor partnership stability.

2. Unaffected channels (e.g., Tmall Global, JD.com) and Asia's 5.1% sales growth indicate untapped markets.

3. Li Jiaqi's promotions drove fan growth, offering a replicable model for sales boosts.

4. Kao's global investment in KATE suggests brand support; analyzing varied operator models can optimize channel strategies.

KATE's partial store closures signal potential order fluctuations, but Asia's growth offers production opportunities.

1. Factories should track brand strategy shifts, like KATE's channel adjustments, to adapt production plans.

2. Asia's 5.1% sales surge, with strong demand in China and Thailand, supports production expansion.

3. The Tmall flagship's 2.3 million followers, built via livestreaming, highlights digital marketing's role in e-commerce.

4. Kao's investment in KATE's global reach may increase orders, urging factories to align with brand growth.

KATE's channel changes reveal industry trends and client pain points.

1. Brands are optimizing channels, with Asia's 5.1% growth guiding service expansion.

2. Operator shifts (e.g., Shanghai Lili Beauty) expose channel management complexities, requiring robust solutions.

3. Li Jiaqi's successful promotions validate livestreaming tech, prompting digital marketing tools.

4. Kao's Asia sales data supports service design, such as channel optimization strategies.

KATE's exit from Tmall and Douyin flagships reflects platform demands for stability.

1. Brands seek reliable partnerships, as operator issues may trigger closures.

2. Platforms must refine merchant cooperation mechanisms to mitigate risks.

3. Livestreamer-driven growth (e.g., Li Jiaqi) underscores the need to attract top resources.

4. Monitoring brand strategies and leveraging Asia's 5.1% growth can prevent channel instability.

KATE's channel restructuring reveals industry dynamics and partnership risks.

1. Kao's strategy shift, closing some flagships, highlights focus on Asia's fast-growing makeup market.

2. Varied operators (e.g., Shanghai Lili Beauty) raise questions about collaboration model sustainability.

3. Unaffected channels (Tmall Global, JD.com) offer cases for studying diverse business models.

4. Kao's investment in KATE's global expansion aligns with market trends, informing policy analysis.