In 2024, Chinese fashion company Peacebird reported another year of declining performance, reflecting the ongoing challenges of its business transformation. Over the past three years, Peacebird has closed more than 1,500 stores, leading to a significant contraction in its market share. The company recorded a revenue of 6.831 billion RMB ($937 million) in 2024, marking a year-on-year decrease of 12.34%. This decline was attributed to several factors, including the continued closure of underperforming stores, adjustments to product styles, and changes in the external consumer environment. Analysts have pointed out that the company faces significant fixed cost pressures, such as rent for directly operated stores and employee salaries, which have further exacerbated the impact of declining retail performance on overall profitability.