SK Hynix China E-commerce Flagship Store to Cease Operations; China Unit Says Not Directly Operated

On August 24, consumers noticed that the "SKhynix Flagship Store" had posted a notice of termination of operations on its homepage, planning to voluntarily cease operations on September 9, 2026, with all products already removed from the shelves. As of August 25, the store could no longer be directly found via search on the Taobao platform. Public information shows that the store previously mainly sold SK Hynix-branded consumer-grade solid-state drives, operated by Tianjin Haili Technology Co., Ltd. Tianyancha data shows the company was registered in July 2020 with a registered capital of 1 million yuan, and its business scope covers technical services, electronic product sales, etc. Public business registration information has not yet shown any equity, controlling, or direct affiliation relationship between the company and SK Hynix headquarters or its China operations. SK Hynix's China unit stated that after verification, the "SKhynix Flagship Store" is not directly operated by the company. Regarding the reasons for the store closure, the operation of other related e-commerce stores or authorized channels, and warranty arrangements for historical orders, the company said it is verifying internally and with relevant parties. This store closure has once again sparked speculation that SK Hynix is scaling back its consumer storage business. In January, market rumors circulated that the company planned to discontinue production of consumer-grade storage products and exit the consumer DRAM and NAND business. On January 14, an SK Hynix representative publicly denied this, stating that the company is currently not discussing or planning any exit from its consumer products business.