Japanese skincare Kosé Group announced the closure of its Tmall flagship store for the Kosé brand last month, citing strategic realignment without further details. This move reflects a decline in the brand's presence in the Chinese market, marked by disappearing brands from major promotion events like Singles’ Day and 618. Despite being an early entrant into China, Kosé’s broad product range has led to channel confusion and unclear positioning, compounded by its focus on offline sales over e-commerce. Recent efforts to leverage social media platforms for brand promotion indicate a shift in strategy, but the brand’s reliance on discount-driven promotions risks undermining its image.