Core Viewpoint - Sasa International has announced the closure of all its offline stores in mainland China by June 30, 2025, shifting focus to online business due to over 80% of revenue coming from online sales and a decline in customer foot traffic [3][8] Group 1: Store Closures - Sasa has closed multiple stores in Beijing, with reports indicating that all 18 offline stores in mainland China will be shut down [1][3] - The decision to close stores is attributed to the inability to achieve economies of scale with the current number of stores [3] - The brand's offline presence has significantly decreased from a peak of 80 stores to just 18 as of September 30, 2022 [3] Group 2: Financial Performance - For the fiscal year ending March 31, 2025, Sasa reported a 9.7% decline in total revenue to HKD 39.42 billion, with net profit dropping 64.8% to HKD 76.97 million [7] - The performance in mainland China was particularly weak, with revenue down 10.5% to HKD 5.21 billion and offline sales plummeting 38.2% to HKD 1.03 billion [7] Group 3: Online Transition Challenges - Sasa's online transformation has been hindered by high customer acquisition costs and low customer loyalty among price-sensitive consumers [8][10] - The company has attempted to expand its online presence through various platforms, but its efforts have not yielded significant results [4][5] Group 4: Market Trends and Expert Opinions - Experts suggest that the increasing operational costs of physical stores and declining customer visits are primary reasons for the closure of offline locations [8][10] - The beauty retail sector is witnessing a trend of offline store closures, with other brands like Olive Young and Watsons also reducing their physical footprint [8][10] - To succeed in the future, Sasa needs to focus on high-end products and enhance its digital capabilities to improve customer experience and operational efficiency [10]

曾经门庭若市的丝芙兰，如今在许多商场显得冷清萧条。店员比顾客多已成常态，更有甚者，一些门店悄然闭店，令人唏嘘。这背后，是丝芙兰在中国市场 策略的失灵，以及美妆零售行业整体变革的缩影。 十年前，逛丝芙兰是种时尚，消费者能一次性尽览雅诗兰黛、兰蔻等众多一线品牌，并保证正品购买。然而，电商的崛起与品牌策略的转变，彻底改变了这 一局面。2018年前后，电商平台如雨后春笋般涌现，各大品牌纷纷入驻淘宝、京东，开启官方旗舰店，直播带货更是将价格竞争推向白热化。消费者只需动 动手指，便能轻松下单，还能观看主播试色，何必再奔波于商场？ 丝芙兰的电商布局虽未缺席，但品牌方对其折扣控制严格，导致价格优势不明显。一款精华液，丝芙兰可能售价800元，而品牌官方直播间却可能仅售700 元，并附赠大量小样。线上竞争激烈，丝芙兰难以脱颖而出。 线下竞争同样残酷。各大商场内，雅诗兰黛、迪奥等品牌均设有独立专柜，专柜销售人员为冲业绩，往往赠送更多小样，促销活动也更为灵活。一位网友的 吐槽一针见血："丝芙兰的口红比隔壁专柜贵50块，赠品还少，我为什么要选择它？" 新兴美妆集合店，例如调色师、话梅等，凭借更潮流的装修风格和更 低廉的价格，也分走了大 ...