万宁关闭内地门店，香港美妆集合店撤退的背后

Core Viewpoint - The beauty retail chain Mannings has announced the closure of all offline stores in mainland China, shifting its focus to online cross-border e-commerce channels, reflecting a broader trend among Hong Kong beauty brands to adapt to changing consumer demands and the rise of e-commerce [1][4][6]. Group 1: Company Actions - Mannings will officially cease operations of its offline stores in mainland China by January 15, 2026, with its online platforms, including its official mini-program, set to stop operating by December 28, 2025 [4]. - The company has already begun discounting some products by 50% as part of its exit strategy from the offline market [3][5]. - Mannings aims to create a new retail landscape focused on health and beauty by leveraging its trusted brand and regional network to provide quality products from Hong Kong and Southeast Asia through online platforms [5][6]. Group 2: Industry Trends - The closure of Mannings' offline stores is part of a larger trend, as evidenced by another beauty retailer, Sa Sa International, which also announced the closure of all its offline stores in mainland China in June 2023, redirecting resources to online sales [6][7]. - The shift towards online sales is driven by changing consumer behavior, with Sa Sa reporting that 80% of its sales in mainland China now come from online channels [6]. - New emerging beauty retailers are gaining popularity by focusing on niche markets and innovative product offerings, contrasting with traditional retailers like Mannings that struggle to meet evolving consumer demands [8][9]. Group 3: Market Dynamics - The traditional beauty retail model, primarily based on offline stores, is becoming less viable as digital marketing and service transformation lag behind emerging brands [7][9]. - Consumers are increasingly attracted to new beauty retailers that offer unique shopping experiences and product selections, leading to a decline in the competitiveness of established brands like Mannings [8][9]. - The future of beauty retail may require a shift from a retail-centric model to a service-oriented approach, integrating both daily and professional product lines to adapt to market changes [9].