Taobao Five-Diamond Women’s Clothing Store 'Miss Keke Li' Closes After 20 Million Followers

Taobao women’s clothing store Miss Keke Li announced on August 31 that it had closed and removed all products from sale the same day. By September 1, the store could no longer be found on Taobao, and customer service said its product links had become invalid and could no longer be accessed or ordered, according to Jiemian News. Public screenshots showed the store still had strong recent sales before shutting down, including more than 40,000 items sold in the past month, over 600,000 repeat customers in the past year, a 4.5 rating, and a 94% positive review rate over the past three months. Platform data showed the store had 20.34 million followers and was a Five-Diamond shop. Its operator was Guangzhou Keke Li E-commerce Co., Ltd., which was established in April 2018 with registered capital of 5 million yuan. Jiemian News also said several other well-known women’s clothing stores have closed in recent years as China’s online women’s apparel sector has seen a wave of shutdowns. Industry participants cited high return rates, rising traffic costs, tighter supply-chain cash flow and changing consumer preferences as key pressures.