Core Viewpoint - The beauty flagship stores in China are evolving into cultural and experiential hubs, moving beyond traditional retail functions to create immersive brand experiences and deeper consumer connections [4][11][24]. Group 1: Flagship Store Evolution - The flagship stores have undergone three stages of evolution: 1. High luxury experimentation phase (pre-2010) with brands like Chanel and LV establishing their presence [7]. 2. International scale expansion phase (2020) where major brands like Lancôme and Dior opened flagship stores, validating their core value [7]. 3. New explosion cycle (2023 onwards) led by domestic brands and emerging international players, focusing on unique cultural narratives [7][11]. Group 2: Structural Changes in Retail - The offline retail landscape is experiencing structural changes, with a significant reduction of nearly 6,000 cosmetic counters in 51 cities from 2019 to 2023, while high-end beauty areas in shopping centers remain vibrant [6]. - Brands are simplifying their counter networks and increasing flagship store layouts, positioning flagship stores as the heart of brand strategy and cultural embodiment [6][11]. Group 3: Experience and Engagement - Flagship stores are redefining the concept of "experience," serving as value hubs that deepen service, content production, and scientific communication [19][21][24]. - The focus is on creating immersive experiences that resonate with new-generation consumers, moving away from traditional shelf-based shopping [9][24]. Group 4: Location and Design Strategies - The selection of flagship store locations emphasizes cultural significance, transforming brand narratives into spatial experiences [13][15]. - Innovative store designs reflect brand philosophies, with elements that foster a dialogue between nature and consumer, enhancing brand differentiation [16][18]. Group 5: Future Trends - The future of beauty retail may hinge on spatial imagination and a sense of belonging, as brands strive to create unique, immersive environments that resonate with consumers on a deeper level [33].