Editor's note
METI survey in 2009 showed that the cosmetics market in 2009, the amount of cosmetics sales in Japan decreased by about 8%. Japanese cosmetics company Kanebo estimates, the Japanese cosmetics market downturn will continue in 2010. With Japanese society, To this end, Japan's Kanebo company identified three key development policy in the new period. Conducted in-depth analysis of this article.
a single brand bigger and stronger
Kanebo Cosmetics Inc. is Japan's second largest cosmetics company, was born in 1887 in Tokyo,
mac makeup, Japan Zhongyuan District, started the first textile industry, formerly known as Kanebo. Kanebo is taken from the Japanese pronunciation of a 1936, kanebo silk raw materials from the top successfully refined cocoon silk produced soap, cosmetics from the field to get involved, and now has over a hundred years and gradually developed into the history of international enterprise. From the early days of the company created to focus on Kanebo to solid technical strength, excellent product quality and attentive service, for the realization of
Kanebo strong technical support on its own, in-depth study of Asian skin whitening. Popular whitening products in Asia is the first company originated in Kanebo's Institute of Technology in the company's foundation, Kanebo's researchers to create a effective health and beauty stuff. Following the company in France, the United States after the establishment of overseas research, but also in Shanghai, China set up a research base, specifically for the needs of Chinese women to the development, production and marketing, and has initially formed a one-stop industry.
Kanebo's cosmetics company, has 20 key brands, which had annual sales of 8 billion yen of the brand, namely COFFRET D'OR, RMK, KATE, SENSAI, TWANY, LISSAGE, Branchir, EVITA. Kanebo Company believes that, to enhance product value and strength of enterprises, the most important thing is to strengthen and expand a single brand. The company decided to strengthen the basis of the existing strength of the brand,
vibram 5 fingers, brand strength to create more, strive for the early to its brand with annual sales of over billion yen from the current 8 to 12. Unlike cosmetic products, broadly speaking they belong to the fashion industry, so grasp the trends, customer demand is the brand to seize the magic weapon. The understanding of the market demand, the strong technical support is the lifeblood of the brand to survive. Steadily increased in the technical level of the Japanese cosmetics industry, focusing on innovative research and development of Kanebo known as How companies can more effectively perform its technical advantages, keen to capture the market trends, timely introduction of popular new products, the brand has proven to be strong both stars to become bigger and stronger it will be the key to the brand, but also to achieve steady growth performance of the company's top priority.
to build powerful brands to ensure that local performance
grasp the changes in customer demand, and strengthen the existing star brand. Kanebo Cosmetics (kanebo Cosmetics INC.) Annual sales of more than 200 billion yen to the performance of the Japanese cosmetics companies ranked second. Kanebo star There are two major characteristics of the brand. First, to grasp the target consumer demand and fashion trends; second, backed by cutting-edge high technology. KATE cosmetics brand to open-shelf example, the target consumer group is 15 to 25 years old young man. Spokesman for the Japanese pop music days Mika Nakashima, advertising is full of mystery, the first position. General downturn in cosmetics in 2009, KATE remains unabated popularity,
mac makeup wholesale, especially eye shadow new record breaking achievement. February launched KATE diamond cut eyes eye shadow, the use of high-tech achievements, the seven-color bright pearl can be issued, listed 5 months sold 110 million. The August launch of Reflect Mirror Eyes eye shadow, and further to add new technology to 4 months the results sold 1.2 million set a record. Kanebo cosmetics brand in China, listed counters are: skin care and makeup base brand Impress (Impress), high-end cosmetics brand Lunasol (Sun and Moon, Crystal), pharmacies specialized in selling brand Freeplus (Fu Li-fang silk), and for the Chinese Female R & D in skin care and cosmetics brand AQUA (Ah Ya Ya).
full product line, creating a new strength of the brand. In strengthening the original Star brand, the company's Kanebo target consumers of the brand, distribution channels, market competition status for detailed investigation and analysis, trying to create a new To skin care brand suisai, for example, in January 2005 Kanebo Cosmetics set the Has now gradually acquiring a stable customer base, in the same market to win a place. In order to enlarge and strengthen the brand, in 2008 the company carried out its improvement, based on the original series, in December 2009 launched a new anti-aging care series, also appointed as spokesperson actress Norika Fujiwara. February 2010 launched a new series of medical whitening, and further enrich the product line, trying to get more women of all ages, a comprehensive strength of the brand.
for aging, early training, Japan's growing problem of aging, according to the Japanese Ministry of Internal Affairs Bureau of Statistics, 2010, the older population aged over 60 will account for about 3 percent of the total population. How to attract the Kanebo early as 10 years ago, foresaw the importance of this issue, first introduced in 2000 for 50-year-old woman developed brand EVITA. The brand on the packaging of all products are clearly printed in the upper right corner As a result of unique packaging design to product orientation accurately communicated to the target consumer, a product listing will be a great success, growth in 2007 of tens of billions of Kanebo's star brands. In 2009, ushered in the creation of the 10th anniversary of the brand, the company has improved the original product, and hired a new spokesman, to take the In the future, Kanebo company will strengthen the brand to consolidate its market share of the first class status. In recent years, major cosmetics companies have strengthened old skin care brand, making the market increasingly competitive, and developed specifically for the elderly is relatively high-end make-up blank. Kanebo spotted this gap, first introduced in 2008 for women over age 55, anti-aging high-end cosmetics brand CHICCA. Kanebo focus on the future, the first in the old high-end color cosmetics market to establish their status, and actively nurture
into the health and beauty food
the Japanese cosmetics market is basically in a stagnant state, so to ensure that performance does not drop, open up new areas in the cosmetics business trend. 2009, Kanebo food company to explore the field of health and beauty, have launched a new beauty and diet products, has made gratifying achievements. Kanebo has decided to strengthen the field of product policy as a key, making it the company's new business growth. Japan's head of collagen beauty drink many varieties, in a highly competitive market, after the hair is no clear brand personality if it is difficult to gain market share. May 2009, Kanebo launched a collagen beauty drink Collagen Deep In. This is a can help women in the Outstanding personality of the product as quickly by the 30-year-old to 40-year-old female target groups of all ages, in a short time will get a very high market share. November 2009, Kanebo company also is currently in Japan for 30 years to 40 years age group is very popular female simple indoor sports, meet the needs of the market launch of the Also adopted a new mode of online publicity in the product specific page on the play gym to lose weight; established online member club, members can understand their own body on the Internet, changes in fat ratio and other conditions, has received very good results.
to increase overseas development
become a truly international enterprise is the dream of Kanebo years. Kanebo cosmetics company's overseas business began in 1961, has been in over 50 countries and regions have established a sales network. In Asia, China is the top priority. In recent years, Kanebo companies in China continue to introduce new initiatives, from production to service, from product to promotion, to take a series of enhanced measures to vigorously expand business in China. In 2009 the company converted factory in Shanghai to increase production capacity; held beauty consultant make-up competition to enhance the professional quality; to upgrade China's product brand AQUA, launched a new AQUA SPRINA; from Japan to the introduction of Kanebo's cosmetics brand's most powerful COFFRET D'OR; Ruili, in collaboration with the plane model competition and so on. In Europe and America in 2005, updated SENSAI brand, deepen ultra high-end market. Currently Kanebo cosmetics companies overseas sales accounted for more than 10% of total sales, in order to become a truly international company, Kanebo company has set as soon as possible short-term goal is to raise the proportion of overseas sales to 15%, and vigorously in the future to further expand overseas markets.
president of Kanebo Cosmetics, Uematsu is the beginning of 2010 pointed out that the cosmetics industry, 2010 will remain tough year. Therefore predicted to be sensitive to changes in the market, accurately grasp the needs of diverse customers,
mac brushes, respond quickly. To this end, take great efforts to implement structural reforms and speed up structural reforms of domestic business to accelerate overseas strategy to further diversify into new areas. He called on all employees to be united as one, forge ahead with dreams and hopes. Let Kanebo companies to become able to
