South Korean beauty giant Amorepacific recently announced the closure of Tmall's overseas flagship stores of its brand Ince Fengyin. All of the store's products have been removed from the shelves, and only products made in mainland China will be sold online. The overseas flagship store had over 355,000 fans, but its market share has continued to decline in recent years due to the rise of local Chinese beauty brands and changes in consumer preferences. According to public data, Innisfree shut down its Chinese stores on a large scale in 2021. Although the parent company Amorepacific's sales increased 15.7% year-on-year to 1.16 trillion won in the first quarter of 2025, the Greater China region turned a loss into a profit through optimized operations. This adjustment is seen as a key step in the brand's strategic transformation in China. In the future, the overseas front may be further reduced to focus on localized product development.

South Korean beauty giant Amorepacific recently announced the closure of Tmall's overseas flagship stores of its brand Ince Fengyin. All of the store's products have been removed from the shelves, and only products made in mainland China will be sold online. The overseas flagship store had over 355,000 fans, but its market share has continued to decline in recent years due to the rise of local Chinese beauty brands and changes in consumer preferences. According to public data, Innisfree shut down its Chinese stores on a large scale in 2021. Although the parent company Amorepacific's sales increased 15.7% year-on-year to 1.16 trillion won in the first quarter of 2025, the Greater China region turned a loss into a profit through optimized operations. This adjustment is seen as a key step in the brand's strategic transformation in China. In the future, the overseas front may be further reduced to focus on localized product development.