Shiseido China 2015 performance Lengrebujun remodeling plan has yet to be tested-ca1810

Shiseido China 2015 performance Lengrebujun remodeling plan has yet to test Shiseido China performance Lengrebujun project has yet to test our reporter Xiao Xia Shanghai reported in 2015 proposed China market of Japan’s largest beauty products giant Shiseido, the road to recovery still seems to be tested. The day before, the reporter obtained from Shiseido group, Shiseido Chinese (ShiseidoCo., Ltd.) 2015 earnings data, the relevant data shows that the annual accounting period with Shiseido group consolidated sales rose 12.6% to 763 billion 100 million yen, while operating profit rose 77.4% compared to the same period amounted to 37 billion 700 million yen. However, the group’s overall bright figure does not dilute its Chinese market performance of uneven cold and hot business. Revenue growth in Shiseido Greater China increased by about 2% in fiscal year 2015. Specific to the Chinese market, affected by factors such as sales organization reform, the mass cosmetics income decreased by about 25%, and the personal care products and cosmetics revenue growth of about 30% and 31% respectively. In this regard, Shiseido to the twenty-first Century economic report said in response to reporters, Shiseido is to reshape the China business development in 2016 will continue to strengthen in the China market brand promotion, business and digital marketing field, at the same time by reshaping the cosmetics business to shine the local brand vitality and other initiatives, sales are expected to reach 130 billion 500 million yen. It is worth noting that, according to the analysis of the well-known consulting firm "in 2015 China luxury market research", China mainland market cosmetics, perfume and personal care products in the top five brands are Chanel, Dior, Estee Lauder, Lancome and Laneige, and the brand from Shiseido group. In 2015, China’s mainland luxury goods market showed a decline of about 2%, while cosmetics, perfume and personal care products still maintained about 5% growth. In the context of the industry upward, Shiseido’s achievements in China are still unsatisfactory. Senior insiders told reporters bluntly, the Shiseido China was the most weak mass cosmetics, it is in recent years the local brands and to amore pacific group headed south Korean brand vigorously process field. A long time Chinese into Shiseido, in this field need to establish its own clear image difference, or otherwise will continue to struggle. In mid October last year, Shiseido group president Tani Masahiko’s visit to China had made it clear that the China Shiseido group is the most anticipated market, set in 2020 two hundred billion yen (nearly ten billion yuan) of the business objectives, and emphasizes the cooperation over the years since the Shiseido partnership agents will actively maintain long period. In its remodeling plan, the "stable sales system" is listed as the top priority, the group requires to actively enhance the rebate mechanism of agents and stores, giving the largest sales promotion efforts to support the store sales. According to previous media reports, in order to prepare for restructuring and restructuring, Shiseido has taken the initiative to reduce distributors orders in China, in order to avoid excessive inventory. At present, the theory in China

资生堂中国2015年业绩冷热不均 重塑计划尚待考验   资生堂中国业绩冷热不均 重塑计划尚待考验   本报记者肖夏上海报道   2015年提出重塑中国市场的日本最大美容产品巨头资生堂,复苏之路似乎仍待考验。   日前,记者从资生堂中国获得了资生堂集团(ShiseidoCo.,Ltd.)2015年的财报数据,相关数据显示,本期合并会计年度资生堂集团合并销售额同比上涨12.6%达到7631亿日元,而营业利润同期相比大涨77.4%达到377亿日元。   然而,集团总体的亮眼数字并未冲淡其中国市场冷热不均的业务表现。   2015财年资生堂大中华区的收入总体增长约2%。具体至中国市场方面,受销售组织机构改革等因素影响,大众化妆品收入下降约25%,而其个人洗护品和高档化妆品的收入则分别增长约30%和31%。   对此,资生堂方面向21世纪经济报道记者回应称,目前资生堂正在全力重塑中国业务,2016年将会继续强化在中国市场的品牌推广、电商及数字市场领域的发展,同时通过重塑化妆品业务重新焕发本土品牌活力等举措,销售额预计将达到1305亿日元。   值得注意的是,根据知名咨询机构贝恩公司《2015年中国奢侈品市场研究》的分析,中国内地市场化妆品、香水和个人护理用品的前五大品牌分别为香奈儿、迪奥、雅诗兰黛、兰蔻和兰芝,而这些品牌无一来自资生堂集团。2015年中国内地奢侈品市场出现了2%左右的下滑,而化妆品、香水和个人护理用品的品类仍保持着约5%的增长。在此行业向上的背景下,资生堂的中国成绩依旧显得差强人意。   有资深业内人士向记者直言,此番资生堂中国表现最为疲软的大众化妆品,正是近年来一众本土品牌和以爱茉莉太平洋集团为首的韩国品牌大力突进的领域。进入中国时间颇久的资生堂,在这一领域需要重新树立自己明确的差异化形象,不然或将继续陷入苦战。   就在去年10月中旬,资生堂集团社长鱼谷雅彦来华时就曾明确提出,中国是资生堂集团最为期待的市场,设定到2020年两千亿日元(近一百亿元人民币)的营业目标,并强调资生堂将积极维护长期以来合作多年的代理商伙伴关系。   在其重塑计划中,“稳固销售体制”被列为首要任务, 集团要求积极提升代理商及店头的返利机制,给予店头销售最大促销力度的支持。而据此前媒体报道,为了筹备重组转型,资生堂曾主动减少在中国地区的分销商订单,以避免出现过多库存。目前,其在华业务的销售占比为17%左右。   而伴随资生堂加码中国市场的声音之下,恰逢中国内地赴日购物的热情也空前的高涨,品牌销售被中国以外的离境市场所分摊的局面也日渐明显。   贝恩公司全球合伙人Bruno Lannes(布鲁诺・兰纳)在前述报告中指出,日本成为2015年度中国内地消费者海外购的首要目的地,2014-2015年国内消费者在日本奢侈品的消费年均复合增长率高达251%。“如何把日本化妆品的抢购热情成功引入中国内地,将品牌形象和产品组合进一步明晰是摆在资生堂中国面前最大的挑战。”前述资深业内人士指出。 进入【新浪财经股吧】讨论相关的主题文章: