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MCM’s Xiaohongshu exit raises questions on e-commerce strategy

On August 19, according to a closure notice issued by MCM, the brand's official Xiaohongshu flagship store will officially close on September 16, with all store products being delisted starting today. MCM stated that customers can still purchase MCM products through other official online and offline sales channels. Currently, only four product listings remain in the Xiaohongshu store, but all are marked as "sold out."

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