Kao's SOFINA Shutters Tmall and Douyin Flagship Stores as 22-Year-Old Japanese Beauty Brand Trims Online Channels in China

Kao's SOFINA, a 22-year-old Japanese beauty brand, has shut down its flagship stores on Tmall and Douyin, two major e-commerce platforms in China. This move is part of the brand's efforts to trim its online channels in the country. The decision to close these stores may have significant implications for the brand's online presence and sales in China.

The closure of SOFINA's Tmall and Douyin flagship stores matters for social commerce as it highlights the challenges that international brands face in navigating China's complex and competitive e-commerce landscape. The move may also indicate a shift in the brand's strategy towards other online channels or markets, and could have implications for the broader social commerce industry in China.