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China’s retail exodus: Lessons from 2024’s brand exits

From Machine-A to Benefit Cosmetics, the number of overseas names exiting China is soaring. Here’s what brands can learn from their mistakes, and what local players are doing right.

China’s retail exodus: Lessons from 2024’s brand exits
Baum is one of the overseas brands that has been hit by local competition in China. Image: Baum

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