lorealprojcosmeticgroup中国市场研究报告(编辑修改稿)

lorealprojcosmeticgroup中国市场研究报告(编辑修改稿)内容摘要：

ducts, the products are imported by Shiseido Liyuan. Sales Revue in Retail Price 113 Sales Revue 79 Need Revising PwC 17  Management Profile Management Experiences Person in charge SHAN WEI Position Gender General Manager Female Age About 30 Education Undergraduate 1996now: General Manager of Beijing Flower Friends Cosmetics Sales Center Job History 5 Yrs Beijing Flower Friends Cosmetics Sales Center Target Overview Source： Industry interview China Economic Information Network PwC analysis Need Revising PwC 18 Southern Sales Section  Organizational Structure Shiseido Liyuan General Manager Administration Dept Finance Raw material purchasing Equipment Purchasing amp。 maintenance Workshop management Import Dept* Logistics Human Resource Office Administration Market Planning amp。 Advertising City Rep Office Counters Production Dept Marketing Northern Sales Section Sales amp。 Marketing Dept Import products sales** *Handles imports of raw material and finished products. **Beijing Flower Friends Cosmetics Sales Center Target Overview Source： Industry interview China Economic Information Network PwC analysis Need Revising PwC 19  Organizational Structure Zotos Production Management Dept Warehouse amp。 Logistics Research amp。 Development Raw material purchasing City Rep Office Counters Sales amp。 Marketing Dept General Manager Production amp。 Equipment maintenance Finance amp。 Human Resource Marketing Sales Target Overview Source： Industry interview China Economic Information Network PwC analysis Need Revising PwC 20  Company Culture the Shiseido Way The essence of The Shiseido Way or corporate governance philosophy is what is called Together” by the pany CEO. Since its foundation, Shiseido has built up a solid trust of customers and society by consistently providing highquality products and services. This trust, which underlines the strength of the SHISEIDO corporate brand, is the source of Shiseido‟s corporate value. The two joint venture panies, Shiseido Liyuan and Zotos CITIC, are closely run in the “Shiseido Way”by their top executives who have been with the pany for more than 20 years and moved to China from the Shiseido headquarter in Japan. Based on our interviews, Zotos‟ operation style is even closer to the “Shiseido Way” than Liyuan‟s because of Zotos‟80% Japanese ownership. The “Shiseido Way” is also characterized by the pany‟s identical counter decoration, uniform and extremely strict staff training programs. Target Overview Source： Open information from Shiseido PwC analysis Need Revising PwC 21  Business Development Trends Target Overview Source： Open information from Shiseido Industry interview PwC analysis To effectively market all brands of the SHISEIDO GROUP, the Group in Japan has established a Cosmetics Value Creation Center / Division for the prestige highclass market and Cosmenity Value Creation Center / Division for the “midlow” class market. The two centers are responsible for product development, marketing, distribution and promotion in the Japanese and overseas market. Shiseido brand and Aupres are under the Cosmetics Value Creation Center and Za is under Cosmenity Value Creation Center. Aiming to bee a top global cosmetics pany in the 21th century, Shiseido wants to create value to exceed its customer expectation. Setting up Beauty Centers is just a part of the strategies for providing cosmetic services, improving munication with the customers and gathering timely customer feedback from the market. At the present, it has a Beauty Center in Beijing and another one in Shanghai. Need Revising PwC 22 I: Executive Summary II: Target Overview III: Market and Products IV: Distribution Channel V: SWOT Analysis and Our Comments VI: Financial Analysis VII: Appendix Need Revising PwC 23 Market and Products  Market size and share •Aupres„total sales have been increasing at 35% CAGR over the past 3 years. Its market share edged up from % in 1998 to % in 2000。 •Shiseido‟s sales and market share were stable from 1998 to 2000. •Za‟s sales grew rapidly over the past three years. Its total sales in 2000 was nearly times more than the 1999‟s. However, as a new er in the market, Za‟s market share is still very small which is % in 2000。 Zotos didn‟t produce its own products in China until the end of 1999. Its sales from September, 1998 to November,1999 were mainly those imported Za products. Source： Industry interview Sinob work PwC analysis Sales Revenue in Retail Price in China Unit: Million Yuan RMB Market Share by brand in China 321388132849738390113501001502002503003504001998 1999 2000Za A u p r e s S h is e id o30339454801002003004005006001998 1999 2000Total Sales Revenue in Retail Price Sales Revenue in Retail Price by brand Shiseido % % % Aupres % % % Za % % % 1998 1999 2000 Total Market size* 12,592 12,497 10,598 * Total market size in 2000 is based on the Consumer Panel from L‟OREAL and only include the amount of make up, cleanser and facial care。 the amount in 1998 and 1999 are deduced from the figure in 2000 and the growth rate based on our data from 40 departments all over China. Perfume is excluded from the sales amount and the total market share. Unit: Million Yuan RMB Need Revising PwC 24 I: Executive Summary II: Target Overview III: Mark。