This time, the make-up brand Revlon is really going to return to the Chinese market. Recently, the official Weibo of Revlon, an international cosmetics brand, announced that the official flagship store on Tmall has been opened. Revlon announced its withdrawal from the Chinese market in 2013. Until 2016, Revlon tried to return to the Chinese market by opening an ‘overseas flagship store’ and a personal care flagship store on Tmall.
The official flagship store on Tmall also means that Revlon has officially announced its return to the Chinese market. Returning to the domestic market, Revlon’s overseas flagship store, which quietly ceased operations in May 2019, finally returned to the public eye on July 11 in the form of an official flagship store on Tmall. Tmall’s official flagship store page shows that as of press time, the number of fans in the Revlon flagship store has exceeded 10,000, and there is an upward trend. In fact, the opening of an official flagship store this time is not the first time that Revlon has entered the Chinese market. Revlon was founded in the United States in 1932 and entered the Chinese market in 1962. At the end of 2013,
Revlon announced that it would cease operations in the Chinese market. In September 2016, it opened an overseas flagship store on Tmall International, which was half of its foot back to China. In May 2019, Revlon’s overseas flagship store suspended operations and began to upgrade to the official flagship store in preparation for its official return to the domestic market. New retail industry expert Yun Yangzi said that the previous overseas flagship store was Revlon’s cross-border e-commerce model to test the Chinese market.
The official return of the official one stop cosmetics packaging solution store to the Chinese market shows that Revlon is satisfied with the development of e-commerce channels. However, a reporter from Beijing Business Daily found that at present, fewer products in the Revlon flagship store have become a problem that has received more feedback from consumers. Revlon flagship store page shows that there are only six products in the store: Revlon clarinet lipstick, lipstick crayon lipstick, Revlon Clarifying Makeup Powder, Revlon Permanent Makeup Flawless Aqua Loose Powder, Cushion Concealer Pen, and Revlon Makeup Loose Powder.
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