Brand Story of Shiseido Watertight Shampoo

High-end cosmetics business of Shiseido (China) Investment Co., Ltd.

High-end cosmetics business, mainly responsible for the marketing and sales of high-end imported cosmetics brands that set up image counters in major department stores across the country. In line with the "sincere" attitude, to provide consumers with quality products and services.

Shiseido Shiseido

Shiseido Group's global sales brands set up image counters in nearly 65,438+095 high-end department stores in Chinese mainland, selling different kinds of comprehensive products including skin care, make-up, body building, fragrance, men and so on. At the same time, the brand image also represents the corporate image, and the purpose of high quality, high image and high service is deeply loved by consumers.

Clyde Pio Botai Claybetti

Shiseido's Palace brand sells skin care and make-up products, and its unique product concept is "enzyme management theory". Since 200 1 entered the China market, it has opened 27 image stores in the most upscale department stores in China, and the representative product "la crème Golden Cream" has become a sacred object in the beauty industry, and has been sought after by many stars and celebrities.

IPSA inserha

According to each person's different skin types, help customers choose the most suitable skin care products and makeup color matching, tailor-made beauty prescriptions for customers, and explore their own spirit from the inside out.

Shiseido (China) Investment Co., Ltd. Makeup Specialty Store

Shiseido Cosmetics Store started its business in 2004, and is responsible for the signing and sales of Shiseido Cosmetics Store channels in China. Shiseido Cosmetics Store is an excellent cosmetics store selling regular Shiseido products, which has received the full support of Shiseido, and each store has won a bronze medal in certification. Shiseido has taught all kinds of knowledge, including business experience, to help the store develop steadily. In addition to the prestigious Shiseido imported cosmetics, there are also popular Shiseido domestic cosmetics, covering a full range of products from skin care series, makeup series, men's series to nursing series. You can root out your own requirements and choose the products that suit you. A membership system has also been established in the store, where members can enjoy free HTL(HOW lesson) beauty courses and get all kinds of information such as new product release, promotion activities, skin care consultation in the season at the first time.

Shaping new high-end leaders

Nakamaru said these things for his reasons. In his view, there is a lack of high-end leading brands in China's nursing market at present, which is an opportunity for Shiseido.

If P&G established the high-end brand position of China toiletries in 1990s through products such as Rejoice and Head & Shoulders, this situation has changed a lot now. With the localized production of P&G products in China and the rising of domestic brands, P&G's strategy in China has gradually changed from holding high-end products to "full harvest".

Procter & Gamble's success in China mainly benefits from two aspects: continuously reducing costs and prices; On the other hand, carry out large-scale advertising marketing. After more than ten years of fierce fighting, in supermarkets, P&G products have gradually been confused with other domestic popular brands, and people will not feel high-end consumption when buying P&G products. Or it can be said that the brutal price competition has gradually knocked down P&G's high-end position, although it has made P&G gain nearly 60% market share.

"It's hard to say who is the real brand of high-end toiletries now," Nakamaru said. "But according to our survey, consumers need high-quality high-end products, and they have the ability to consume."

Maruko made this judgment because of careful market research in the early stage. Shiseido is not only the largest cosmetics manufacturer in Japan, but also ranks first among similar enterprises in the world in terms of profitability. Many people have analyzed the secret of its success. An economist in Japan conducted a survey and concluded that the secret is not in the production field, Shiseido's production equipment is not more advanced than other high-end cosmetics companies, but in the circulation field, it is to pay attention to market research.

There are thousands of shops operating Shiseido cosmetics in Japan, and all these shops have signed such contracts with Shiseido, that is, Shiseido provides fees, and each shop is responsible for collecting relevant market information for Shiseido. If a housewife goes to the above-mentioned store and buys a bottle of vanishing cream or a box of lipstick produced by Shiseido, the store will record it. This information was sent to the intermediate wholesaler in time and forwarded to Shiseido Company. These practices can make Shiseido have a good idea of every product, seize the weaknesses of competitors, and see where the needle is.

Before launching toiletries in China this time, Shiseido spent several months conducting market research in various office buildings and high-end communities. According to the final statistics, 60% to 80% of consumers are willing to buy these high-quality products. Zhongwan said that there are also high-end consumers in the mass channel. "Those consumers who value quality and are willing to pay for it are our target customers."