Recently, Kao Group's brands Sofina Douyin and Tmall's official flagship stores simultaneously issued closing notices, announcing that the two stores will officially close their stores on December 1, 2026, and stop selling flagship products. According to the announcement, the reason for closing the store was “brand strategy upgrade and business layout adjustment.” On November 4, in response to this closure, the relevant person in charge of Kao Group responded to reporters that the closure was based on operational optimization based on brand strategy upgrades and business layout adjustments, and did not mean that Sufina had withdrawn from the Chinese market. In the future, Sofina will further integrate online operation resources and continue to carry out brand operations with cross-border e-commerce channels as the core.

Recently, Kao Group's brands Sofina Douyin and Tmall's official flagship stores simultaneously issued closing notices, announcing that the two stores will officially close their stores on December 1, 2026, and stop selling flagship products. According to the announcement, the reason for closing the store was “brand strategy upgrade and business layout adjustment.” On November 4, in response to this closure, the relevant person in charge of Kao Group responded to reporters that the closure was based on operational optimization based on brand strategy upgrades and business layout adjustments, and did not mean that Sufina had withdrawn from the Chinese market. In the future, Sofina will further integrate online operation resources and continue to carry out brand operations with cross-border e-commerce channels as the core.