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Shiseido: quality characteristics from the competitive experience marketing

Posted: admin on Jun 02 | cosmetics article

As the world’s leading cosmetics brand Shiseido and traditional concepts of advanced technology combined with the implicit interpretation of Western culture, Eastern culture, the customer’s experience as a long-term business strategy implementation, interpretation of a kind of targeted business sales model.
With economic development, make-up aesthetic sense of aesthetic appreciation and creativity as a self-build sites, it is quietly changing. Shiseido cosmetics before marketing is the core functionality and features as a selling point, its clear advantages and has become part of modern business strategy. However, too much emphasis on the accuracy of traditional marketing, lack of foresight on the competition, ignoring the potential demand of customers, which makes it ever-changing market environment conditions exposed more and more problems. In view of this, the experience marketing through Shiseido’s continuous practice, as a different product, goods, services, can the organic connections and mutual influence of the new carriers have come into being.

1. Awareness methods. Cosmetics marketing actions intended to influence people’s health experiences, lifestyle and interactions. Experience by improving people’s physical display and other ways of doing things another way of life to enrich customers lives. A survey shows that, in the acceptance of outside information, through the eyes of more than 83%, 11% to the help of hearing, touch depend 3.5%, the rest are due to taste and smell. A brand has a good visual symbols, its success has been completed in half. Shiseido the image in advertising, you always feel in the face of Western avant-garde, the dormant ghost with a mysterious oriental soul, self packaging Shiseido meticulously carved, and huge investment, often for corporate image researchers admiration.

Brand image is created through brand marketing activities, by the image of the perception of the main effects of association in the mind with regard to the formation of the elements of brand image, concept and attitude of the collection. The basis of such Shiseido skin care series, which invited London, SOHO District, New York, 50 women, selected the most common sense of the 10 generation trend terms, then please color therapist to identify with the above terms of color, and then with the relevant fragrance and herbs, both the system out of energy, clean, calm, charm and skin care products nourish the five senses. In other words, Jiu Shi female felt as the spindle, abstract Jing Shen Xing’s words 当作 packaging Shoufa, Jie He maintained Ke Ji Geng Zhu Guan in the objective interest of color, sense of smell Deng then Nvxing pursuit of beauty in a Xiao Quanbunongsu sublimation Unique bottle brand.
 

2. Technical assurance. Most successful cosmetic brands have distinctive technical concepts and values. Not only to beautify her thinking, but also beautify her body. Thinking advocated by these brands, ideas have been greatly enriched the spiritual world of the modern woman. It uses the brand Shiseido and innovation for customers to obtain understanding or problem-solving experience, to seek agreement with their values, or more inspired brand to buy.
Strong research capacity and technological level to continue to develop security Shiseido new products to meet consumer demand, thereby guarantee the success of its brand marketing. Shiseido is the world’s scientific research strength, one of the most powerful cosmetics were in France, Japan and the USA has three major research center, R & D center on the local consumer skin, make-up habits, such as beauty consciousness research, and the basis of geographical situation as soon as possible with the existing technology development of products with global standards. Including life science research laboratory in Yokohama, Japan has surpassed the scope of the study of skin, from molecular biology, cell biology, biochemistry, pharmacology and immunology of the whole body system, including the brain and nervous system, the basis of depth scientific research, to ensure the Shiseido cosmetics in the future competitiveness of the market.

3. Relationship maintenance. Beauty is a state of mind, an attitude, an inner need to explore, and is committed to create a harmonious relationship between itself and the behavior of the outside world. This has been very clear to tell colleagues: do cosmetics, optical products the material state is not enough, we must focus on quality care of the state; when you appeal to customers in this manner, the customer will be to create a United States of experience, but also in which the United States in return.
Shiseido is very focused on maintaining the brand, if a product to break into new markets, such products in new markets and stability in the fixed group of consumers in a share of Yi Shang, will be printed on the product Shiseido trademark; Shiseido never Dandu participate in any shopping at the discount points and other activities, promotional activities must be arranged by the headquarters of the Executive; in product pricing, strict standard retail price system.
4. Promotion of culture. Relationship marketing cosmetics contain feelings, feeling, thinking and action elements of marketing, but to increase it beyond the personal experience of private feelings, the individual and his ideal self, others and cultural links. This includes advertising, cultural promotion, public relations promotion. And Shiseido The most prominent is the promotion of culture, 1937, Shiseido Shiseido established to identify the name of “Camellia Club”, the club members set up ledger, the company by telephone, postcards and other forms on a regular basis to maintain contact with members, to provide product information. This approach not only complete series of distribution channels, but also to establish a solid customer relationships, but also the formation and gradual expansion of the stability of a number of significant consumer force.
 

Shiseido also issued through their network of a chain called “Camellia” culture of fashion publications, invited the famous Japanese writer not only writes and essays published in Commentary, also describes the latest fashion trends at home and abroad, travel information and artistic dynamics. Camellia Club now has 900 million members, and “Camellia” magazine is still issued. In addition, the Shiseido cosmetics market investigation and research, found that consumers not only need to provide high-quality cosmetic products, also need to provide a high level of beauty advice. Shiseido stressed its store sales staff must have a strong advisory capacity, can become a beauty shop cosmetics consulting room, to provide customers with a variety of consulting services.

5. Pharmacy channels. All along, Shiseido’s sales channels focused on high-end department store counters in large cities, accounting for 90% of sales. Meanwhile, in order to maintain its high-end brand image, few participate in various promotional activities in shopping malls. However, this way of distribution channels for mass market consumers want more experience in terms of other brands Shiseido is clearly unfavorable. So Shiseido products according to their own characteristics and analysis of market conditions, drug and cosmetic marketing channels, is it a new channel for change.

Cosmetic makeup is a new drug, its ingredients are added, including a variety of active substances, including drugs, in a foreign country is seen as a kind of therapeutic cosmetics. Over the past few years, the global cosmetics market drugs faster, the United States, Europe, South America has become a major drug and cosmetic products in emerging markets. Pharmacy channels currently account for the overall market channels constitute about 10%. Developed countries in the cosmetics, cosmetics sales proportion of pharmacies throughout the cosmetics industry for more than 30%. Although China’s drug stores and department stores and specialty stores channel current can not ratio, but its growth is very promising. Therefore, the Shiseido brand new cosmeceutical DQ will be listed in March 2010, the first year, in Shanghai, Beijing, Guangzhou and other major cities along the coast and the mainland about 600 pharmacies to sell, and gradually expand the sales area and counter coverage.

Implications of Experiential Marketing
Experience of sales channels for any business is self-evident importance, the current local enterprises are facing the most difficult problem is how to effectively manage this channel. By Shiseido Analysis of marketing experience, we can get a little from Experience.

Shiseido experience the essence of marketing is not how the goods sold, but put yourself in for the sake of customers and provide advice to customers to achieve sales experience and experience in the intention. Customer is rational is emotional, communication with consumers through products, touch their inner feelings and emotions. The purpose of this experience itself will live up to products, such marketing model, not only with consumers to establish a personalized, memorable contact number of the traditional industry to bring more vigor and vitality. Experience of sales channels for any business is self-evident importance, the current local enterprises are facing the most difficult problem is how to effectively manage this channel. By Shiseido Analysis of marketing experience, we can get a little from Experience.

1. Sales strategy. Shiseido 80% of sales are through its own sales channels to try to figure out completed. It set up sales through its own company, wholesale sales regions across the country 73, and then wholesale to some more than 13,000 retailers. These retailers are all independently run, known as the Shiseido store. Even with a long history and tradition of the department stores, also has special sales Shiseido counters or vending products. Shiseido design from the shops of these retailers, display, advertising and decoration to a variety of promotions and so on, are given guidance and assistance. Example, before opening the new store, Shiseido will organize a two-day business owner held note will, in the new store clerk before opening a period of seven days of the shop first education seminars to hold quarterly meetings RMS store, the store manager called exchange their feelings and experiences elaborate on the sale of knowledge 1-2 days; for the sale of capacity in different parts of the deviation, send a monthly guide for 1-3 days, the U.S. posted cabinet education. In this distribution channel control system, to avoid the competitive industry is usually prone to the phenomenon of arbitrary price cuts to stimulate the retail Jiji hard to sell. As the sales of manufacturers supply directly to retailers, manufacturers and retailers, are organized into a chain organization, Shiseido products are free to price cuts sales phenomena is rare.

A wide range of sales area. Shiseido’s products throughout China, also based in large cities, it increasingly focused on in-depth sales of medium and small cities. By focusing on market distribution and advertising effects, which makes most of its products into the lives of ordinary consumers, now more sales growth came from a fragmented market, because consumers in these markets where purchasing power is growing.

2. Quality advantage. Marketing in the play “quality win” advantages, Shiseido pay attention to broaden the thinking threshold, then set the producer and the final link between consumers, to further improve quality management in the competition, accelerating technological progress, through the active development leading international high-tech products, to obtain patent rights and the creation of common international famous brand products, comprehensive establish the competitive characteristics of their own, thus, effectively widening corporate marketing “to special win,” the road, thus a more many advantages of strengthening the domestic and overseas markets.

3. Products meristem. As the excellent quality assurance, and various other cosmetics company Shiseido brand management of its own general to “brand meristem” strategy, that is, each brand to establish a separate subsidiary, each subsidiary can be customers for the different brands in situation, develop an independent product value, marketing strategy. This must occur between the internal brand competition. This strategy has been adopted mainly due to the increase with the brand, the original brand, and not shade cover all brands, both corporate image not only can add value to existing brands, and even offset some of the brand personality important aspect of the same brand may also reduce the current long-form corporate image. For example, Shiseido in China since the formation of long elegant, noble, classic and brand image are not necessarily applicable to the use of low-cost or when the tide is strong on cosmetics brand. CITIC Zhuo this scene in Shanghai Shiseido products ZA, UNO and other brands are not the same as Oupo Lai signed Shiseido, but an independent business, independent development.

Undeniably, Shiseido by adjusting their product quality and marketing strategies such flexible business channels and build a “real experience”, and this experience brought back the reality of desire in the subconscious mind and imagination are particularly effective. It is the way to consumers under the guidance of creative experience, to their replacement into the “real” and going, so that consumers feeling, thinking, behavior, etc. into one experience with the product meaning

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