AP嫒彬内地全线闭店 爱茉莉又要另起“新炉灶”？

Core Insights - Amorepacific's high-end skincare brand AP嫒彬 is undergoing operational adjustments in the Chinese market, including the closure of its online and offline stores due to unsatisfactory market performance [4][7] - The brand's entry into the Chinese market was only a year ago, and it has struggled to establish a strong presence, with low fan engagement and limited product offerings [4][6] - The shift in consumer preferences towards domestic brands has significantly altered the competitive landscape, with local brands gaining traction over international ones [5][6] Company Strategy - Amorepacific is actively optimizing its brand portfolio to better serve Chinese consumers, indicating a strategic pivot towards more cost-effective and functional skincare products [4][6] - The introduction of the Aestura瑷丝特兰 brand, priced between 100 to 200 yuan, aims to capture market share by addressing the growing demand for safety and efficacy in skincare products [5][6] - The company is focusing on digital transformation and AI-driven strategies to enhance consumer engagement and adapt to market demands [8] Market Dynamics - The Chinese beauty market is projected to grow significantly, with skincare market size expected to exceed 400 billion yuan and color cosmetics reaching 120 billion yuan by 2025 [5] - A notable shift in consumer behavior has been observed, with a growing preference for domestic brands driven by cultural confidence and value rationality [5][6] - Amorepacific's recent performance shows a recovery, with a reported 8.5% revenue growth in the Greater China region, highlighting the resilience of the Chinese consumer market [8]