Hi! I’m Chianing, a Taiwanese correspondent of ASIACLICK.
Products of “SHISEIDO” are sold across 120 countries and areas. At first, it entered into the Taiwanese market to start a full-scale expansion overseas, and it has been just 60 years since then! But, there are many famous brands in Taiwan from Japan and Korea, Europe and America. Why has “SHISEIDO” maintained top sales?
Then, I’d like to introduce its strategy and ways of promotion.
■Demands of cosmetics in Taiwan
According to Ministry of Economic Affairs Statics in Taiwan, the total retail amount of beauty, medicine and medical supplies in 2016 increased by 4.2% (about 28 billion 407 million USD) comparing with 2017. ‘Cosmetics’ accounts for 47% (about 13 billion 326million USD) of them. Taiwan tries to achieve about 30 billion in 2017.
“SHISEIDO” is the most famous brand of all in Taiwan because it has 172 stores and top sales.
■Entering into the Taiwanese market
“SHISEIDO” was established as a sales agent by local capital in 1957. After that, it became a joint venture company with Shiseido Company, Limited in 1983. Also, it has 2 factories in Taiwan. From 2016, it makes products to export to ASEAN.
Moreover, it installed counters for selling cosmetics of some brands to satisfy the needs of individual consumers. “SHISEIDO” focuses on localizing.
■3 Points to maintain its popularity
I’m going to introduce how to promote and the reason consumers of wide generations buy “SHISEIDO.”
①Using famous persons on CM
This movie introduces ‘ULTIMUNE Power Infusing Concentrate (for face)’ which is popular with foreigners. She’s a famous model in Taiwan, Sonia Sui. In addition, Jolin Tsai who is a very popular singer is appointed cooperate ambassador for 60 anniversary.
②Movie of Youtube
As you can see, this movie introduces how to make up with “SHISEIDO” cosmetics. Its playing time is about 3 minutes, so we’re easy to watch this movie however busy we are. Moreover, I want you to focus on a person explaining how to make up. He’s Kevin, a famous beauty stylist in Taiwan. His followers of Chinese Twitter ‘Weibo’ are 56 million. It’s attractive for women.
③Explanation of cosmetics
Women sometimes can’t understand what the effect of cosmetics is because there are many ones.
However, it’s easy to look for products which you want to buy because Official Website of “SHISEIDO” classifies them into each skin troubles.
In addition, some pages show rate of how skin is changing after using the products.
“SHISEIDO” uses Youtube young people watch frequently and famous person in 30s on CM. In other words, it makes people of a wide age range want to buy its products by this way. Moreover, it values educational training for staffs. As a result, many people have used its products for a long time.
If you want to enter into other countries, ‘localization’ will be very important. And you need to communicate with your employees considering their culture. ASIACLICK has local correspondents in South East Asia and Korea, China, Taiwan and Hong Kong, and they will give you advices about strategy. Please contact us（firstname.lastname@example.org）!
（ASIACLICK・Correspondent in Taiwan／Chianing）