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What was a significant factor contributing to the rise in demand for Shiseido's products in China?

  • Expansion into European markets
  • High-profile endorsements by celebrities
  • Increased production capacity in Japan
  • Tariff cuts on cosmetics (correct)

    • Which category of Shiseido products saw sales fall short of expectations in 2018?

  • Health and medical products
  • Luxury skincare lines
  • Prestige category
  • Medium-end customized brands for China (correct)

    • What strategy did Shiseido implement as part of their global approach to expand the 'Prestige' brand?

  • Focusing solely on online marketing
  • Eliminating the lower-tier products
  • Increased prices across all product lines
  • Expanding to more provincial cities (correct)

    • What economic condition affected consumer behavior in China that could impact Shiseido's lower-tier products?

    <p>A thrift-oriented attitude due to economic slowdown (B)</p> Signup and view all the answers

    What significant change did Shiseido make in its management structure in response to the Chinese market?

    <p>Assign management positions to Chinese nationals (C)</p> Signup and view all the answers

    Which marketing strategy did Shiseido emphasize for better communication with consumers?

    <p>In-store communication (B)</p> Signup and view all the answers

    What impact did the recent tariff cuts have on Shiseido's sales strategy?

    <p>Encouraged a focus on export markets (B)</p> Signup and view all the answers

    What key role was established by Shiseido to strengthen their marketing efforts?

    <p>Chief Marketing Officer (B)</p> Signup and view all the answers

    What trend is influencing Japan's cosmetics industry alongside established companies?

    <p>K-beauty craze from South Korea (C)</p> Signup and view all the answers

    What proportion of Japan's cosmetic exports goes to China and Hong Kong?

    <p>Nearly two-thirds (C)</p> Signup and view all the answers

    What is one primary target market focus of Shiseido, according to its CEO?

    <p>Prestige, premium brands (D)</p> Signup and view all the answers

    What factor contributed to the establishment of a new Shiseido plant in Otawara?

    <p>A drop in the value of the yen (B)</p> Signup and view all the answers

    How many new factories does Shiseido plan to open in Japan before 2022?

    <p>Two (A)</p> Signup and view all the answers

    What technological advancements will be integrated into the new Shiseido factories?

    <p>Advanced robotics and artificial intelligence (B)</p> Signup and view all the answers

    What type of workers does Shiseido particularly need for its high-range products?

    <p>Employees with high craftsmanship and skills (A)</p> Signup and view all the answers

    What resource is highlighted as critical for cosmetic production around Otawara, according to Norio Tadakawa?

    <p>High-quality water (D)</p> Signup and view all the answers

    What position did Japan achieve as an importer of cosmetics in the Chinese market?

    <p>Second (B)</p> Signup and view all the answers

    What was the year-on-year growth rate of Shiseido's sales in China in 2018?

    <p>32.3% (D)</p> Signup and view all the answers

    In which year did Shiseido experience its first decline in total sales in five years?

    <p>2020 (A)</p> Signup and view all the answers

    Which market did Shiseido officially surpass Japan in 2021?

    <p>Chinese market (B)</p> Signup and view all the answers

    What was the core operating profit loss for Shiseido in the Chinese market in 2022?

    <p>3.941 billion yen (B)</p> Signup and view all the answers

    What factor significantly contributed to the rise of Korean cosmetics in China?

    <p>The popularity of the Korean Wave (D)</p> Signup and view all the answers

    What was Shiseido's total sales in the Chinese market in 2022?

    <p>258.2 billion yen (A)</p> Signup and view all the answers

    After what year did Shiseido's performance and operational efficiency in China start to decline?

    <p>2020 (C)</p> Signup and view all the answers

    What was the percentage increase in net sales for Estée Lauder in China during the third quarter of 2020?

    <p>37% (A)</p> Signup and view all the answers

    Which market was the only one to experience growth for Shiseido in 2023?

    <p>Japanese market (A)</p> Signup and view all the answers

    How much did Shiseido's net profit attributable to owners decrease in 2023 compared to the previous year?

    <p>36.4% (B)</p> Signup and view all the answers

    What was the financial impact of the Fukushima nuclear wastewater release incident on Shiseido's net sales for 2023?

    <p>Decreased by 8.8% (A)</p> Signup and view all the answers

    Which brand under Shiseido saw the most significant sales growth in 2023?

    <p>Drunk Elephant (B)</p> Signup and view all the answers

    What was the percentage change in Shiseido's core operating profit year-on-year in 2023?

    <p>Decrease of 22.4% (D)</p> Signup and view all the answers

    In which segment did Shiseido experience a significant decline in sales, with a drop of 30% in 2023?

    <p>IPSA (C)</p> Signup and view all the answers

    What key strategy did Shiseido highlight as crucial for its performance in 2023?

    <p>Introducing innovative new products (B)</p> Signup and view all the answers

    What is the main commitment of Carol Zhou in her role at Shiseido?

    <p>Accelerating innovation for global growth (A)</p> Signup and view all the answers

    Which educational institution did Carol Zhou attend for her MBA?

    <p>Hong Kong University of Science and Technology (C)</p> Signup and view all the answers

    Which trend is expected to grow in the Chinese beauty market according to Carol Zhou's insights?

    <p>Growth of dermatologist brands (C)</p> Signup and view all the answers

    What is identified as a significant change in consumer behavior within China's beauty industry?

    <p>Consumers becoming more knowledgeable about ingredients (B)</p> Signup and view all the answers

    What role do medical authorities play in the future development of the beauty industry according to Carol Zhou?

    <p>They will aid the development of scientifically backed products. (B)</p> Signup and view all the answers

    What challenge does the trend of personalization in skincare face currently?

    <p>Limitations from technology and regulations (D)</p> Signup and view all the answers

    What has propelled health and wellness to become a top priority for global consumers?

    <p>The COVID-19 pandemic (C)</p> Signup and view all the answers

    What is a predicted future direction for skincare as mentioned by Carol Zhou?

    <p>Advancements in personalized experiences (A)</p> Signup and view all the answers

    What was Shiseido's primary strategy in China during the early pandemic period?

    <p>Expanding online sales and recruiting local influencers (B)</p> Signup and view all the answers

    How much did Shiseido's China sales increase by in 2021 compared to pre-pandemic levels?

    <p>30% (A)</p> Signup and view all the answers

    In which year did Shiseido's sales in China surpass its sales in Japan for the first time?

    <p>2022 (D)</p> Signup and view all the answers

    What was a significant consequence of the price competition on e-commerce sites for Shiseido?

    <p>Lowered profit margins and brand dilution (A)</p> Signup and view all the answers

    What was Shiseido's core market strategy after struggling with profits in China?

    <p>Emphasize long-term brand value and direct customer engagement (C)</p> Signup and view all the answers

    What operating loss did Shiseido report in China for the year 2022?

    <p>3.9 billion yen (D)</p> Signup and view all the answers

    What is the current unemployment rate for 16- to 24-year-olds in China as of May, which poses a challenge for Shiseido?

    <p>20.8% (A)</p> Signup and view all the answers

    What innovative marketing approach is Shiseido currently adopting in China?

    <p>Conducting livestreams with its own beauty consultants (C)</p> Signup and view all the answers

    Study Notes

    • Globalization has homogenized the definition of beauty, but cultural differences impact beauty product use.
    • Chinese women are significantly heavier users of skincare, comprising 70% of beauty product consumption.
    • Asian skin ages differently, showcasing dark spots instead of wrinkles, requiring specific lightening products.
    • Beauty education is crucial in China, as beauty information was virtually non-existent until recently.

    Chinese Beauty Consumer Behavior

    • Education plays a key role in shaping Chinese women's beauty product preferences.
    • Chinese women prefer established global brands, unlike Western women, who favor indie brands.
    • Shiseido is the most preferred skincare brand, associated with Japanese technology considered cutting-edge.
    • Chinese women start using skincare products earlier in life (often before the age of 17).
    • Mass and prestige brands coexist in Chinese department stores due to demand for service and information.
    • Word of mouth is a significant source of beauty product information for Chinese women.
    • Privacy is a significant concern, impeding trust in outside sources of information.
    • Medical advice also plays a role in beauty product choices.

    Shiseido's Strategy in China

    • Shiseido prioritizes education and training for consultants and customers through programs like "lunch-and-learn."
    • Shiseido has tied into Taiwanese beauty-related television programs to engage Chinese women.
    • Shiseido uses e-commerce strategies, targeting young consumers.
    • Shiseido's strategy prioritizes building brand loyalty and trust.
    • Shiseido values technology and is acquiring companies to improve its understanding of consumers and their needs
    • Shiseido's current strategy in the Chinese market prioritizes its “New Three-Year Plan” and expanding its “Prestige” brands, e-commerce channels, and localizing its products within China's specific market needs.
    • Shiseido is expanding its product portfolio to include new products/categories, such as a collagen drink.

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