新湖畔网 （随信APP) | Oysho将关闭在天猫的店铺，剩下的只有ZARA和Massimo Dutti在国内继续电商业务。

最近，Inditex集团旗下的Oysho品牌在他们的天猫旗舰店发布了关闭公告，宣布将在11月17日停止运营，售后服务将持续到一周后的11月24日。

目前，Oysho正在参与天猫的“双11”促销活动，折扣幅度相当大，这也可以理解为在关闭之前的清仓销售。Oysho一直拥有不少粉丝（Oysho天猫店的粉丝高达377万，比很多退出天猫的品牌要多），至少在线上这应该是最后的购物机会了。

在线下，Oysho目前在内地还有4家实体店（到2023年年底时还有25家）。之前，同为Inditex集团旗下的Bershka、Pull&Bear和Stradivarius三个品牌先后关闭了实体店，最后结束了官网和天猫两个线上渠道。按这个趋势，Oysho退出中国也许只是时间问题。

然而，Oysho在接受采访时否认了这种说法，表示将继续在中国市场耕耘。

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

Oysho实际上有自己的定位，它首先是内衣品牌，然后扩展到运动、休闲服饰以及鞋履和配饰等。它早早地抓住了运动服饰的趋势，但却没有得到趋势带来的好处，在天猫上销量非常低，即使一些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。Massimo Dutti今年刚刚换了logo，在6月还入驻了京东，作为一个定位在同样热门的“静奢风”、“老钱风”市场的品牌，Massimo Dutti还有很大的发展空间，短期内它应该不会有什么变化。

但是，Inditex一直在调整国内市场，虽然官方声称各种传言都是否认的（比如今年有传闻称ZARA要退出中国），但它旗下各品牌的实际门店数量仍在持续减少。至少在主力品牌ZARA方面，Inditex采用开设大店、推动数字化创新、优化购物体验的策略，这已经持续了三四年。

Inditex全球范围内的业绩复苏支持着这样的策略和调整，根据2023财年的财报，截至今年1月31日，集团的总销售额达到359.47亿欧元，同比增长了10.4％，净利润增长了30％至53.81亿欧元。而在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 its 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, likely a clearance before the store closes. Despite having many fans (Oysho's Tmall store has as many as 3.77 million fans, more than many brands that have left Tmall), this may be the last chance to make a purchase online.

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

However, Oysho denied this in an interview, stating they will continue to cultivate the Chinese market.

Compared to brands that have already exited (including Uterqüe quietly leaving), Oysho has lasted for an additional two years.

Oysho, known for its lingerie, expanded into sportswear, leisure clothing, footwear, accessories, and more. They anticipated the sportswear trend but did not fully benefit from it. On Tmall, individual item sales were very low, with popular yoga pants only selling around 800-1000 units.

After Oysho closes its Tmall store, Inditex will only have ZARA (and ZARA HOME) and Massimo Dutti available online in China. Massimo Dutti, a brand positioned in the "quiet luxury" and "old money" market, has recently undergone changes, such as updating its logo and joining JD.com in June. With its strategic positioning, Massimo Dutti is unlikely to see immediate changes.

Inditex has been adjusting its presence in the Chinese market, with rumors circulating about ZARA's potential exit. Despite official denials, the number of physical stores for each brand under Inditex continues to decrease. However, the strategy for ZARA involves expanding larger stores, digital innovations, and enhancing the shopping experience, which has been ongoing for three to four years now.

Inditex's global performance is driving these strategies and adjustments, with total sales reaching €35.947 billion and a net profit of €5.381 billion in the past year (ending January 31). In the first half of the 2024 fiscal year (ending July 31), group sales reached €18.1 billion, a 7.2% increase from the previous year.