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]

Core Insights - Sephora is facing significant challenges in the Chinese market, with declining foot traffic and store closures reflecting a failure in its market strategy and the broader transformation of the beauty retail industry [1][4][6] Group 1: Market Dynamics - The rise of e-commerce platforms has drastically changed consumer behavior, with brands establishing official flagship stores on platforms like Taobao and JD, leading to intense price competition [1][3] - Sephora's pricing strategy is hindered by strict discount controls from brand partners, making it difficult to compete with lower prices offered by official brand channels [1][3] - The emergence of trendy beauty stores offering better pricing and promotional strategies has further eroded Sephora's market share among younger consumers [3][4] Group 2: Brand Strategy - Sephora's exclusive product launch strategy, successful in Western markets, has not resonated in China, where many overseas brands lack local marketing efforts and visibility [4][6] - Delayed entry of popular brands into the Chinese market has resulted in lost consumer interest, as seen with Fenty Beauty, which took four years to enter mainland China after its initial launch in Hong Kong [4][6] - Attempts to collaborate with local brands to create high-end products have not been well received, as consumers perceive these offerings as overpriced and lacking genuine value [4][6] Group 3: Competitive Landscape - The high-end beauty market in lower-tier cities is already dominated by established brands like Chanel and Estée Lauder, making it difficult for Sephora to gain traction [6][8] - Local beauty chains have a better understanding of consumer preferences in these markets, offering more competitive pricing and tailored products [6][8] - Sephora's operational costs in these cities are high, with reports indicating some stores have fewer than 50 customers daily, making profitability challenging [6][8] Group 4: Future Directions - Sephora needs to reassess its strategy in China by accelerating the introduction of exclusive overseas resources and forming genuine partnerships with local brands to create products that balance quality and affordability [8] - The company should focus on providing unique in-store experiences that cannot be replicated online, such as professional skincare consultations and engaging product trials [8] - The challenges faced by Sephora reflect broader issues within the beauty retail sector, raising questions about the core competitive advantages of beauty stores in an increasingly digital marketplace [8]