花西子全国百货首店入驻银泰百货，加速线下布局

Core Viewpoint - The opening of Huaxizi's first department store in Hangzhou marks a significant step in the brand's offline expansion strategy, leveraging the growing trend of new consumption patterns in China [1][5]. Group 1: Store Opening and Strategy - Huaxizi has officially launched its first department store in the Xihu Yintai shopping district in Hangzhou, which is also its first offline store in the Yintai department store channel [1]. - The brand aims to create an immersive beauty shopping experience, aligning with Hangzhou's development as an international consumption center and the rise of domestic consumption trends [1]. - The entry into Yintai department store is seen as a crucial move for Huaxizi to expand its offline presence and enhance brand value through personalized beauty solutions [5]. Group 2: Product Launch - Huaxizi introduced a new product line called "Huayang Qise·Miyang Series," featuring core products like the Huayang Qise Zhenmi Powder Cream and Zhenmi Powder, utilizing "Gentian Flower Honey" sourced from the Tibetan Plateau [3]. - This product line aims to provide consumers with a new experience that combines makeup and skincare [3]. Group 3: Online and Offline Integration - Prior to the physical store opening, Huaxizi launched its online platform "Miao Street" on December 1, 2025, offering over 130 SKUs across makeup, skincare, and fragrance categories, marking the first instance of online and offline synchronization in the department store channel [5]. - The brand's strategy includes deepening collaboration with Yintai to enhance its reach and service to consumers through a new retail ecosystem that integrates online and offline experiences [5]. Group 4: Expansion and International Presence - Over the past three years, Huaxizi has been actively exploring both domestic and international offline markets, with significant milestones including the opening of its first flagship store in Hangzhou in December 2022 and a store in Sanya International Duty-Free City in December 2023 [6]. - The brand plans to enter the European market in September 2024 with a counter in Paris and has already established its first overseas flagship store in Tokyo, Japan, in January 2025 [6].