据可靠消息，2023年1月28日，美国彩妆品牌贝玲妃（Benefit）将结束其线上自营店的运营。此前，品牌曾因爆款产品在全球范围内热卖而备受瞩目。
贝玲妃于12月28日在天猫、京东、抖音等多个电商平台公告，称品牌官方旗舰店即将结束运营，订单接收、客服通道和会员权益兑换等服务将开放至2024年1月28日。
事实上，贝玲妃并非第一个在2023年结束运营的知名品牌。近年来，随着线上经济的快速发展，越来越多的线下品牌开始尝试线上转型，但线上运营也面临着一系列挑战，如竞争压力、售后服务等问题。
对于贝玲妃的告别，行业专家表示，这将是品牌发展的一个节点，同时也是其探索线上发展模式的一次尝试。未来，贝玲妃将如何选择自己的发展道路，值得期待。
新闻翻译：
According to reliable sources, American make-up brand Benefit will end its online storefront operation on January 28, 2023. The brand was once popular due to its best-selling products around the world.
Benefit announced on December 28 that its official online store will close, and order processing, customer service channels, and membership benefits exchange services will be available until January 28, 2024.
In fact, Benefit is not the first well-known brand to end its operation in 2023. Recently, with the rapid development of online economy, more and more offline brands are trying to explore their online transformation, but online operation also faces a series of challenges such as competition pressure and after-sales services.
For Benefit’s departure, industry experts say that it will be a turning point for the brand’s development and also an attempt to explore its online development model. It is worth noting that how the brand chooses to develop in the future will depend on the market and consumer needs.
【来源】https://new.qq.com/rain/a/20231231A003TL00
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