Shiseido's sub-brand BAUM defeated in China

Shiseido's skincare brand BAUM's exit from the Chinese market reveals the relationship between brand strategy and market execution, as well as the impact of resource allocation by a large group on a single brand. BAUM's exit serves as a reminder of the importance of thorough market promotion and offline experiential support when entering a new market. Other brands within the Shiseido group, such as CPB, have achieved success through strong market promotion and deep cultivation of the high-end market. The strategic adjustment within the Shiseido group also demonstrates its responsiveness to market trends and dynamic adaptability. BAUM's exit provides valuable lessons for the industry