Final Report-L'OREAL.pptVIP免费

ProjectShiseidoProjectShiseidoFinalReportFinalReportSeptember,2001September,2001ChinaMarketResearchChinaMarketResearch2TableofContentI:ExecutiveSummaryPage3II:TargetOverviewPage6III:MarketandProductsPage24IV:DistributionChannelPage33V:SWOTAnalysisandOurCommentsPage64VI:FinancialAnalysisPage68VII:AppendixPage723I:ExecutiveSummaryII:TargetOverviewIII:MarketandProductsIV:DistributionChannelV:SWOTAnalysisandOurCommentsVI:FinancialAnalysisVII:Appendix4ExecutiveSummary•SHISEIDOGROUPenteredChina’scosmeticsmarketin1981.ItsetuptheShiseidoLiyuanandZotosplantsstartedmakingAupresandZain1992and1998respectively.•SHISEIDOGROUPhasmaintainedfastsalesrevenuegrowthoverthepast3years.AupresandZabrandsbothhaveseenrapidincreaseinsaleswhileShiseidobrand’sgrowthrateseemssteady.•SHISEIDOGROUPhascreatedanalmostcomplete“salesbycounters”distributionsystemwithoutusinganydistributors.Ithasopenedover400countersinmorethan70Chinesecities.Inallthecounters,itsproductpriceisconsistent.Inaddition,theGroup’slogisticsandinventorycontrolsystemareundereffectiveandefficientmanagement.•SHISEIDOGROUP’sBeautyAdvisorsreceiveahigherfixedsalarythanallothercompetitors’.Forthemostpart,SHISEIDOGROUP’sBeautyAdvisorsaremoresatisfiedwiththeircompensationpackagethanthe“promotionpercentage”.•ShiseidoLiyuanhasperformedbetterfinanciallythantheindustryaverageandZotos’,butZotosstartedproductiononlyin1999.ExecutiveSummary5ExecutiveSummaryProducerMarketing/SalesImportedfromJapanShiseidoLiyuanShiseidoLiyuanZotosZotosOneoftheSHISEIDOGROUP’sthreebrandsinChinaisimportedfromJapanwhiletheothertwoaremadelocally.Differentbrandsaresoldbydifferentcompaniesasfollows:*BeijingFlowerFriendsCosmeticsSalesCenter*InordertoavoidtheconfusionbetweenShiseidogroupandShiseidobrand,weuse‘SHISEIDOGROUP’and‘Shiseido’inthisreport.6I:ExecutiveSummaryII:TargetOverviewIII:MarketandProductsIV:DistributionChannelV:SWOTAnalysisandOurCommentsVI:FinancialAnalysisVII:Appendix7TargetOverviewSource：OpeninformationfromShiseidoIndustryinterviewPwCanalysis1988199119871985SHISEIDOGROUPinChinaSHISEIDOGROUPsignedthefirstTechnologyTransferAgreement(forhair-careproducts)withBeijingLiyuanCo.,Ltd.andbasedonthisagreement,HuaZibrand’shair-careproductswereputonthemarket.1983StartedsalesofShiseidobrand’scosmetics,soaps,toothpasteandothers(atotalofapproximately60products)atnineprestigiousstoresandmajorhotelsinBeijing.1981SHISEIDOGROUPSHISEIDOGROUPreachedthesecondTechnologyTransferAgreement(formakeupandskincareproducts)againwithBeijingLiyuan.Productionandmarketingofthemakeupandskincareproductsstartedbasedonthesecondtechnologytransferagreementsignedin1985.Productionofhighqualityhair-careproductsstartedunderthethirdShiseidoTechnologyTransferAgreement.BasedonthefourthTechnologyTransferAgreement,SHISEIDOGROUPincreasedtheitemsofproducts.ShiseidoLiyuanCosmeticsCo.,Ltd.,ajointventurecompanyestablishedinDecemberinBeijing.Year81992LaunchedShiseidobrandskincareandcolormakeupproductsYearTargetOverviewSource：OpeninformationfromShiseidoIndustryinterviewPwCanalysis1993ShiseidoLiyuanstartedproductionofmainlyAupresskincareandmakeupproducts.Shiseido19941996ShiseidoLiyuancompleteditsfirst-phaseexpansionoftheplant.1997ShiseidoLiyuanLaborUnionsetup...