Marketing Strategy Analysis Of Shiseido Group In China

Since China joined WTO in 2001,cosmetics industry has witnessed rapid development and the size of the market has keeping booming.At present,from the scale of the cosmetics market,one can see that China's total market sales rank the second in the world,behind the United States.However,the per capita consumption is far lower than the developed countries such as Europe and the United States.Hence,China represents the world's most potential consumer market for daily chemical.In this context,many international cosmetics industry giants endeavor to explore Chinese market,making it a key part in their overseas market growth strategy.As American and European chemical enterprises headed by Paris L'OREAL,Procter & Gamble play a leading role in the world,now we can be highly attracted by Japan's Shiseido group which achieves steady growth in the American and European market by highlighting itself in Asian market.Japan's Shiseido group purses marketing strategies suiting China's market environment,thus achieving double-digit compound growth rate.This successful experience provides profound reference meanings to China's cosmetic industries.At the same time,with the transformation of consumer market,market consumption environment and consumer attitudes,Chinese cosmetics market has become one with both opportunities and challenges.Therefore,it has become a hot issue that how Japan's Shiseido group adjusts its marketing strategy in order to cater to the market environment and consumer attitudes in China.In this paper,I will combine theory with data and use a research idea featuring theroy line,prove line and expierence line.At the beginning of this paper,I will make a proper introduction about the globalization development and development process in Chinese market of Japan's Shiseido.After that,this paper,through the analysis of the earnings of Shiseido group from 2005 to 2016,comes to a conclusion that the Shiseido group enjoys overall steady growth in China.Moreover,due to the deterioration of Sino-Japanese relations,the earnings decrease in some specific years.Then,through the analysis of the internal competitive environment and external competitive environment of Shiseido group in China,this paper explores the advantages,disadvantages,opportunities and challenges of Shiseido's marketing environment in China.In the main part of the article,I will use 4Ps theory to analyze Shiseido group's contributions in product sales and market growth by concrete measures of product strategy,channel strategy,promotion strategy and pricing strategy.At last,this paper also discuss backward marketing strategies and the future risks brought by these strategies in Shiseido.For example,in the product strategy,the implementation of the localization strategy will also lose the spillover effect that local effect should bring to brand.In the channel strategy,the lack of online sale channels will damage the second and third tier emerging markets.In the promotion strategy,the single form will make the new consumer groups lose attractions about product and brand.In the price strategy,the lack of market-oriented pricing can not seek the maximum profits in the specific market environment.Therefore,according to the current shortcomings of Shiseido group in marketing strategies,I will put some development suggestions about product strategy,channel strategy,promotion strategy and price strategy so as to let Shiseido group to change according to the consumption environment and maintain the current market competitiveness in Chinese.At the same time,as Shiseido group can generally maintain a growth trend in the Chinese market,its successful marketing strategy shows great significance in the both domestic and overseas development of China's cosmetic market.Therefore,in the last chapter,I will put forward with some development suggestions about the product strategy,channel strategy,promotion strategy and pricing strategy in an inspiring way for China's cosmetic industries.Hence,China's enterprises learn the successful experience in the marketing strategy in order to avoid the problems in development.