Japan brand, into China 30, with an almost "paranoid" style, has had an impact of China's cosmetics market strength. Today, like Japan brand people with "professional", "quality" and "accurate" testimonials; likewise, don't like Japan brands who would use "stubborn", "strong" and "bad" criticism.
Two voices, different perspectives, multiple side, Japan brand in the Chinese market's image became more rich stereo, intriguing. 30-year "professionalism" 1981 year, a section of the Beijing friendship store layer 1 meter counter on, settling Japan imported the Shiseido brand of skin cream, eye shadow, blush and lipstick etc over more than 10 items, between the average price of $ 100-200. Immediately following the pace of Shiseido, in the early last century 90 's, Japan sales of the first three digits of KOSE also entered the Beijing department store counters, product price is between $ 30-130.
Kanebo in the near future will be about 70 million products into the Chinese market. "Shiseido a 137-year history, strength of the world's leading technology research and development, KOSE, Kanebo and Kao also has its own core competitive advantages and, therefore, of Chinese cosmetic industry can use Japan mature experience and technology to achieve breakthroughs and further development.
"Former Vice President of China Association of fragrance flavor and cosmetics industry, General Manager of Beijing Liyuan Lv Shi Jing clearly remember that, in 1983, Beijing Liyuan chemical plant partnership with Shiseido company for Chinese cosmetic industry started a new prologue.
From 1983 to 1990, Beijing Liyuan company and Shiseido company after a total of 5 issues of the "Sino-Japanese cooperation projects", through the funding formula, manufacturing equipment, raw materials purchasing Shiseido mature technology, and gradually establish a modern product line, eventually was born the first high-end skin care cosmetic brand--China's attitude in the localization, Chinese cosmetic industry and from official towards the road of high-tech content and brand management.
Successful start for cooperation with Chinese enterprises by the Shiseido company, contributed to the popular department store channel 20 years Aupres was born in China, but also opened the KOSE, Kao, jiana Po, DHC, some Japan prelude to enterprises to enter China market localization management. Department store for 20 intensive, Aupres national 800 counter created 1.97 billion worth of outstanding results, focusing on management of 30, Shiseido brand had sales of $ 3 billion revenue.
Shiseido, Aupres success, making professional technology and mature formula a Japan brand survival and development of the country, professional image of the product and the Terminal Services set the status of its reputation in the minds of consumers.
"love interwoven with resentment" wet face, using SOAP or cleanser firmly rub on the face, and then wash, which is the vast majority of Chinese consumers feel that the right way to wash.
Japan brand after entering the Chinese market, completely subverts the "wash" concept: a warm moist facial, 1.5 cm long cleansing milk is placed in the Palm rub to a rich foam, foam is then fully with facial massage, rather than the Palm of the hand and face contact, three minutes and rinse with warm water. This is the Shiseido corporate sales for each store on the first course, that is, "HOW TO LESSEN the" important part of the training system. From "how to wash your face" to the "standard make-up" to "reception customer standards", and "after sales management system" various details such as, represented by Shiseido Japan fully reflects the spirit of professional marketing strategy and attention to detail in.
Japan brand cooperation also made many franchise shop system gradually learn how to manage the franchise store in China. Behind the attention to detail and professionalism, even more important is Japan companies adhering to the philosophy of quality first.
Among them, Shiseido 5 global research and Development Center, over more than 2000 Research technician, invested 1.4 billion a year worth of research and development costs, Japan brand won the "quality perfect" reputation, KOSE, Kanebo, DHC, Kao and other other Japan enterprises is also meticulous in quality.
However, even with benchmark status, Japan brand after 30 years of steady development, still left many criticized it. First, development is its main advantage, but the average 3 year research production cycle of Japan brand update process is too slow. Second, average gross margin of 25% space far does not meet the end customer demand for sustainable development, with shops such as rent, staff salaries, utilities, logistics costs generally rose, most dealers called for 30% of Maori is a more reasonable return.
In addition, after Shiseido, KOSE, DHC, brand recognition promotion, started in the same geographical region to explore more than two dots, which made the original dealer customers have significant resistance. As the Department store channels always were dominant by European and American brands, while Japan brand to influence consumers more through professional education and training, due to the lack of aerial advertising investment support, so in addition to Aupres, accomplish something very few brands such as Shiseido in department store channels, other Japan brand only to mainstreaming of boutique shops to sales channels.
"Love to blame intertwined" has become the majority of agents and distributors for Japan brand a true picture of the emotional. However, for a distribution of the Shiseido brand 7 years regional agents, Japan brand "research and development cycle long", "slow reaction of the market" view is simply a misunderstanding. Quality stability of the raw material technology update, you must to go through the time of accumulation and verification, "the so-called six-monthly product updates, in fact, the concept of speculation, this is not Japan brand style. "As for the" Japan enterprises do not pay attention to advertising and gradually lagged behind European and American brands ", which is entirely based on the decisions of different strategies. European and American brands through a large number of aerial propaganda, within a short time a large number of aggregation consumers purchase a product to the Department store channel, which have been successful in Europe, America and Asia market, and continued from; while Japan brands focus on consumer needs, consumption habits and mental, and specifically for product research and development, through education and training consumer firmly in the boutique Terminal channels, whichIs Japan, and Korea Asian cosmetics shop in developed countries, such as main reason for the exception developed, "in fact, Japan enterprises in market research, technology development, Terminal promotion of brand communication as low cost no more than Europe and just focus on differentiated. ”
