擒数网 （随信APP) | Oysho 即将在天猫关闭店铺，集团内只剩 ZARA 和 Massimo Dutti 在中国继续网店运营 | 理想生活实验室

近期，Inditex集团旗下品牌Oysho在其天猫旗舰店发布了关闭店铺的公告，宣布将于11月17日停止运营，售后服务将持续到11月24日。

目前，Oysho正在参加天猫的“双11”促销活动，折扣幅度颇大，可以理解为店铺清仓。尽管Oysho仍有很多粉丝（天猫店粉丝高达377万，比许多退出天猫的品牌要多），但至少在线上这应该是最后的购物机会。

实际上，Oysho在中国仅剩4家线下店（到2023年末还有25家）。此前，同样属于Inditex集团的Bershka、Pull&Bear和Stradivarius三个品牌先是关闭了线下店，最终结束了官方网站和天猫两个线上渠道。按照这个节奏，Oysho退出中国或许只是时间问题。

不过，Oysho方面在接受采访时否认了这一点，表示会继续在中国市场耕耘。

总的来说，相比已经退出的品牌（包括已经悄悄离开的Uterqüe），Oysho至少坚持了两年。

实际上，Oysho有自己的定位，以内衣品牌而为人所知，并逐渐扩展到运动、休闲服装、鞋履和配饰等领域，提前抓住了运动服饰的趋势，但未能享受到趋势带来的好处，天猫上很多单品的总销量仅是个位数，几款热门瑜伽裤的销量也只有800-1000。

在Oysho关闭天猫店后，Inditex在国内在线上只剩下ZARA（以及ZARA HOME）和Massimo Dutti。后者今年刚刚更新了LOGO，6月份还加入了京东，作为瞄准“静奢风”和“老钱风”市场的品牌，Massimo Dutti在运营方面还有很大的空间，短期内应该不会有太多变化。

然而，Inditex一直在调整国内市场，尽管官方声称各种传言都是虚假的（比如ZARA要退出中国之类），但各品牌实际门店数量仍在持续减少。至少ZARA这样的主力品牌采取了开设大店、数字化创新和优化购物体验等策略，已经实施了三四年。

Inditex全球业绩的复苏在支持这些策略和调整，根据2023财年报告，过去一年（截至今年1月31日），集团总销售额达到359.47亿欧元，同比增长10.4%，净利润达到53.81亿欧元，增长了30%。在2024财年上半年（截至今年7月31日），集团销售额达到181亿欧元，同比增长了7.2%。

Recently, the Inditex Group's brand Oysho announced the closure of their flagship store on Tmall, stating that operations will cease on November 17th, with after-sales services continuing until November 24th.

Currently, Oysho is participating in Tmall's "Double 11" promotion with significant discounts, which can be seen as a clearance sale before closing. Despite having many fans, with 3.77 million followers on Oysho's Tmall store, this might be the last opportunity to make a purchase online.

In offline stores, Oysho currently has only 4 stores remaining in the mainland (down from 25 at the end of the 2023 fiscal year). Previously, Inditex's other brands Bershka, Pull&Bear, and Stradivarius closed offline stores and eventually ended their official website and Tmall online channels. Following this trend, Oysho's exit from China may just be a matter of time.

However, Oysho denied this in an interview, stating their commitment to continuing to cultivate the Chinese market.

Overall, compared to the brands that have already exited (including Uterqüe), Oysho has at least persevered for an additional two years.

Oysho, known as an intimate apparel brand, expanded into activewear, casual clothing, footwear, and accessories. It anticipated the trend of activewear but did not fully benefit from it, with low sales on Tmall. Even popular yoga pants sold only 800-1000 units.

With Oysho closing its Tmall store, Inditex will now only have ZARA (including ZARA HOME) and Massimo Dutti in the domestic online market. Massimo Dutti, a brand targeting the popular "quiet luxury" and "old money" markets, recently redesigned its logo and joined JD.com in June, indicating stability in the short term.

While Inditex continues to deny any significant changes, store closures are ongoing. However, with ZARA, the focus has been on larger stores, digital innovation, and enhancing shopping experiences, a strategy that has been ongoing for three to four years.

Inditex's global performance recovery supports these strategies. In the 2023 fiscal year, total sales reached 35.947 billion euros, a 10.4% year-on-year increase, with a net profit of 5.381 billion euros, a 30% increase. In the first half of the 2024 fiscal year (up to July 31), sales totaled 18.1 billion euros, a 7.2% increase.