扎堆中高端商场！国货美妆开店潮又来了

Core Insights - Domestic beauty brands are increasingly expanding their offline presence as online traffic growth reaches its peak, with brands like Lin Qingxuan and Mao Geping leading the charge in opening new stores [1][2][3] - The shift to offline retail is driven by the need to enhance brand image and consumer trust through personalized customer service, despite the challenges of increased costs and supply chain management [1][4][7] Group 1: Expansion Strategies - Major domestic beauty brands are focusing on high-end shopping centers and have begun to penetrate lower-tier markets, with Lin Qingxuan and Mao Geping opening stores in cities like Luoyang and Chifeng [2][3] - New entrants to the offline market, such as Gu Yu and Hua Xizi, are utilizing pop-up stores to establish their brand presence in key urban areas [3][4] Group 2: Consumer Engagement and Sales Performance - Offline stores are reported to have higher conversion and repurchase rates, with Mao Geping's offline member repurchase rate increasing from 28.7% to 30.3% year-on-year, compared to 24.1% for online [7] - Lin Qingxuan's average transaction value in offline channels reached 1,026 yuan, significantly higher than the 497 yuan in online channels, indicating a strong consumer willingness to spend in physical stores [7] Group 3: Challenges and Market Dynamics - The competitive landscape for domestic beauty brands has intensified, with many brands adopting franchise and partnership models to accelerate store expansion, as seen with Lin Qingxuan increasing its number of distributors from 15 to 93 [8][11] - The offline retail environment remains challenging, with high operational costs and the need for skilled beauty consultants, leading to increased sales expenses for brands like Mao Geping [15] - The recent resurgence of beauty collection stores, which saw a sales increase of 0.39% year-on-year, provides a low-cost avenue for domestic brands to expand their market reach [12][13]