According to the news, Yixian E-commerce has recently officially sold its makeup brand Pink Bear. The Pikexiong brand is a makeup brand independently incubated by Yixian E-commerce in 2021. It targets makeup users aged 16-25, and most products are priced within 100 yuan. Yixian E-commerce responded: “Based on the Group's long-term development strategy and brand portfolio optimization considerations, the company has introduced new shareholders more suitable for Pink Bear's independent development to help the brand achieve long-term development. The company will complete the smooth handover of the brand, team, consumers and partners in an orderly manner with a responsible attitude to protect the rights and experiences of all parties. In the future, the company will further concentrate resources to further cultivate core brands. The details of the relevant transaction are subject to the formal agreement between the two parties and the information disclosed by the company in accordance with regulations. We will not further comment on market rumors or specific transaction conditions.”

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