Shiseido aims to increase international sales to 50%


China is the key target

The new president of Shiseido, Hisayuki Suekawa has said substantial investment this year will go into international markets, especially China, with the aim of countering the decline in sales on the domestic market. Suekawa has said that while the tsunami and the Fukushima nuclear problems had not hindered the international strategy, it had entailed the closure of 200 Shiseido boutiques in the zone out of a total of 13,000 points of sale in Japan.

The Kuki production plant had also been damaged and its output affected for a period of two weeks. Production was transferred to other sites.

Suekawa added that the strategic aim was to increase international sales to a level of 50% of the total by 2017 with China as priority market.

China already accounted for 10% of sales with Shiseido\'s 2010 sales in the Chinese market soaring by 110%. Analysis indicated that the number of Chinese consumers would reach 200 million by 2015 and rise to 350 million by 2020.

Meanwhile, the company expects overall sales this year to reflect double-digit growth.