Shiseido: Rooting in China to create the most beautiful customer

----Interview with the representative of Shiseido and the second vice president of the company

On a winter day in Shanghai, the tender green Shiseido new beauty conference tent blooming like a flower on the lawn of Xingguo Hotel added a hint of spring.

Xisei Cheng II, Shiseido representative director and deputy director, participated in the new Boer new product launch conference, gladly accepted an exclusive interview with Xinhua News Agency reporters to fully explain and explain Shiseido China's business purpose and development strategy.

Xisen Chengji served in Shiseido for 40 years. He has a legendary experience. In April 2006, he became the top decision maker for Shiseido China.

This time, Mr. Xisen was very excited to receive an exclusive interview with Xinhua News Agency for the first time.

"Shiseido's relationship with China goes back to ancient times."

In April of this year, Shiseido will celebrate its 135th anniversary,” said Mr. Xisense.

In 1872, in Tokyo's Ginza, Mr. Fukuhara opened the first Western-style pharmacy in Japan, introduced Western ideas, made Shiseido a pioneer in the Japanese pharmaceutical industry, and gradually developed into Japan’s largest cosmetics company and became an international cosmetics giant. Listed.

Mr. Xisen said: “The relationship between Shiseido and China can be said to have a long history. Because the name of Shiseido is derived from the classic “Yi Jing” of the Chinese Confucianism. “To Qian Kun Yuan, everything is material” means to bring the essence of everything. Gather together to create new life."

After China's reform and opening up in the late 1970s, Shiseido took the lead in entering the Chinese market. Mr. Xisen told reporters: "Shiseido started selling imported Shiseido products in Beijing Hotel and Friendship Store as early as 1981."

Mr. Xisen described the development path of Shiseido in China: In 1983, Shiseido and Beijing signed an agreement to cooperate on the cooperation in cosmetics production technology. There are four such cooperations in the future. In 1991, a joint venture company, Shiseido Liyuan Cosmetics Co., Ltd. was established. In 1994, it launched China’s exclusive brand “Opper Lai”. In 1998, Shanghai Zhuo Duozi CITIC Limited was established for the mid-range market. Shiseido (China) Research, 2001 The Development Center Co., Ltd. was established in Beijing. In 2003, Shiseido (China) Investment Co., Ltd. was established in Shanghai, aiming at the function of the head office.

Mr. Xisen specifically mentioned "Auperlai": "This is a cosmetic brand that was developed specifically for Chinese female consumers after 13 years of research and research. It focuses on department store sales and has been favored by Chinese women for many years. The top position in the sales of high-level department stores has greatly expanded Shiseido's influence in China."

Mr. Xisen said: "In addition to department store sales, we began to expand the store business three years ago. At present, there are 1,700 stores that have been contracted. In 2006, Shiseido's research institute in China also built a new building. We have expanded our equipment. We not only use China as a production base and a consumer market, but also want to push our R&D brand overseas for sales."

He said with relief: "After 25 years of development, Shiseido has established a good image in China and laid a good foundation."