Interpretation of Shiseido China market channel strategies.docVIP

 PAGE \* MERGEFORMAT 13 Interpretation of Shiseido China market channel strategies In early 2006, the Shiseido Co., Ltd. Maeda’s new president to visit China a few weeks ago, a subsidiary of Shiseido Shiseido medicine for dry skin to bring the issue of its famous brand Fei Luze came to China for the first time stationed in drug store. Prior to this, the field of drug store sales of cosmetics major L’Oreal Group, a subsidiary of the French Vichy, La Roche-Posay and France, etc. Ya Yang. July 24, 2006, the Nihon Keizai Shimbun reports: Shiseido will close in Shanghai and other 3 ‘Revitalizing space’ Cosmetics Direct stores. Specific dates as follows: Shanghai, Nanjing West Road is directly operated stores on July 25 officially closed, Beijing, Hangzhou, stores and shops will be held September 10 and September 25 close. The reason is ‘the direct sales stores to complete their mission model shop’, Beijing and Hangzhou, two of the stores also coincides with the lease contract expires. Shiseido closed direct sales stores in the same time, Shiseido relevant personnel said that at the end of 2005, Shiseido cosmetics store has reached 1009, signing the end of 2006 to reach 1700 stores, and their goal is to reach in 2008 the scale of 5000 or an average of more than 10 million urban population has a sign shop. Shiseido channel strategy takes time So far, Shiseido in China’s ‘four’-pronged channel strategy has been fully apparent: First, continue to adhere to the possession of the city and maintenance of high-end market to protect the competitiveness of high-end department store counters; 2, and insists on two, three market goes down, in order to store in the form of contract covering the mass market; 3, entered the market in line with Watson’s, 1000 color shops, Wanning, Sephora, represented by the personal care and cosmetics chain store; 4, stationed in drug store, opening up new sales market for cosmetics. These directions, the most Shiseido relied on, that is, to