悦诗风吟关闭天猫海外旗舰店，韩妆在华遇冷转型难题待解

Core Viewpoint - Innisfree, a brand under South Korea's Amorepacific, announced the closure of its Tmall overseas flagship store as part of a strategy to integrate resources and build more efficient channels, aiming to enhance consumer service and interaction experience [1][2]. Group 1: Company Performance - Innisfree's sales in China have significantly declined, with revenue dropping from 642 billion KRW in 2017 to 348.6 billion KRW in 2020, and operating profit plummeting from 107.9 billion KRW in 2017 to just 7 billion KRW in 2020, marking an 89% decrease compared to 2019 [2]. - The brand has been on a "slimming" strategy since 2020, closing 90 unprofitable stores in 2020 and 170 stores in 2021, reducing its store count from over 800 to 140, resulting in a closure rate exceeding 80% [2]. - In 2024, Innisfree's global revenue was reported at 224.6 billion KRW, a year-on-year decline of 18%, with operating profit dropping 84.1% to 1.6 billion KRW [5]. Group 2: Market Trends - The Korean beauty market in China is experiencing a downturn, with a 10.8% decrease in exports in the first half of 2025, and the share of Korean cosmetics exports to China falling from 51.8% in the first half of 2021 to 19.6% in the first half of 2025 [5]. - Domestic brands like Proya and Winona have gained market share, achieving a 55% market share in the first half of 2025, surpassing international brands for the first time [5]. - Amorepacific's overall sales in the Greater China region fell by 27% in 2024, making it the region with the largest revenue decline for the company [3][4]. Group 3: Strategic Adjustments - Amorepacific is focusing on three core strategies: customer-oriented R&D innovation, accelerated digital transformation, and sustainable development for future growth [6]. - Innisfree has attempted to reposition itself by shifting from a "naturalism" approach to "functional naturalism" to meet the evolving demands of new-generation consumers [5].