300万粉丝的菲洛嘉，还是关掉了天猫旗舰店

Core Viewpoint - Filorga, a French skincare brand, will close its Tmall flagship store on January 31, 2026, due to a strategic adjustment, indicating a planned channel shift rather than a sudden decision [1][3]. Group 1: Market Context - Filorga's decision is part of a broader trend where foreign brands are withdrawing or scaling back in the Chinese beauty market, with over 20 foreign brands exiting or significantly reducing their presence in 2025 [3][12]. - The Chinese beauty market is still important but is perceived as less profitable, prompting multinational companies to reassess their operational strategies [4][15]. Group 2: Brand Performance - Despite having over 3 million followers on Tmall, Filorga's closure does not indicate poor sales performance; rather, it reflects a shift in market dynamics where effective growth is becoming more challenging [3][12]. - Filorga has successfully transitioned from a niche professional brand to a more mainstream consumer brand, leveraging its strong product offerings [5][18]. Group 3: Operational Challenges - The skincare market in China has evolved, with efficacy claims becoming a baseline expectation, leading to increased costs for foreign brands in terms of education, content creation, and marketing [6][15]. - The complexity of operating on platforms like Tmall has increased, requiring brands to invest more in content, live streaming, and customer retention, which raises operational costs [8][9]. Group 4: Strategic Shift - Filorga's closure of its Tmall store is a strategic move to prioritize efficiency, as maintaining a presence on complex platforms demands significant local investment [8][11]. - The brand's decision reflects a broader trend among foreign brands to focus on selective deepening in markets where they can maintain profitability, rather than spreading resources too thinly [17][21]. Group 5: Future Outlook - The closure does not signify a loss of demand for efficacy skincare but rather a recalibration of strategies in a maturing market where profitability and sustainable growth are prioritized [18][19]. - The Chinese market is transitioning from a "must-participate growth battlefield" to a "mature market requiring careful calculation of input and output" for foreign beauty brands [21].