Shiseido, the Japanese multinational cosmetics company, is poised to boost its presence in the Chinese market with the launch of new business innovation and investment representative office in Shanghai. In a statement, the internationally renowned brand said that this decision is inspired by the increase in the number of start-up firms emerging in the country.
The new office, which will be headed by Carol Zhou, will operate under the guidance of the global headquarters. Functioning as a Centre of Excellence it will provide support for Shiseido's plans to grow its beauty business in the country. This is line with its Vision 2020 strategy to establish sustainable businesses in various markets worldwide.
The China Business Innovation and Investment Representative Office started operating in mid-December last year but will not be fully operational until April. Primarily a research and development facility, it will be home to four communication areas which include a museum, a cafe, a sports facility, and a beauty bar where customers can make their own cosmetics.
The move comes on the heels of an announcement made in November 2018, where the firm said that it is boosting its China Region Headquarters System effective 1 January 2019. This system is designed to reinforce the brand's business structure in the country with the goal of enhancing its appeal to the local market and bolstering its operational backing to ensure that all marketing and distribution efforts go smoothly.
In addition to its brick and mortar expansion plans, Shiseido is also looking into partnering with e-commerce platforms in the region, which will be under the direction of the China CEO.
Shiseido has been in the news recently for its aggressive push to grow in the Asian region. Also in November, the company entered into a joint venture with its Philippine counterpart to strengthen its cosmetics business in the Southeast Asian country. Shiseido partnered with Singapore-headquartered Luxasia Partners for a Philippine operation that will commence in July 2019.
