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Who are the top ten foreign enterprise figures of the year in the cosmetics industry?
time2023/11/01
- In the Chinese cosmetics market, foreign-funded enterprises have always occupied an important position. As the second largest market for multiple global daily-use chemical giants and one of the most promising markets for global growth, the strategic significance of the Chinese market is beyond doubt, and the appointment of a "reliable" Chinese regional leader is particularly crucial..
1. CEO of L'Oreal China
Date of appointment: February 2016
Reason for nomination: Actively leading the future through innovation and innovation
L'Oreal, the world's largest cosmetics group, announced on February 25th this year that its Chinese market has welcomed its third CEO, Stephane Rinderknech, replacing Beihanqing as the "leader" in the Chinese market.
In this year's financial report, L'Oreal's total sales in the Chinese market reached 14.96 billion yuan in 2015, an increase of 4.6% compared to the previous year (excluding exchange rate factors). At this point, the Chinese market has surpassed France and become the group's second largest market globally. But L'Oreal's goal is to build it into the world's largest market, which is extremely stressful for the new Chinese CEO.
Date of appointment: January 2015
Reason for inclusion: High end breakthrough performance recovery
In recent years, the frequent departures and transfers of P&G executives have always captured the headlines in the cosmetics industry.
Starting from January 1, 2015, Matthew Price, who had joined Procter&Gamble since 1987, succeeded Shannan Stevenson as the CEO of Procter&Gamble's Greater China region and became the new head of the Chinese market at Procter&Gamble. Before serving as the President of Greater China, Ma Ruisi held various positions including marketing and comprehensive management, and was responsible for multiple different categories of business in different regional markets such as Western Europe, Eastern Europe, the Middle East, and Africa.
Date of appointment: November 2015
Reason for nomination: Significant achievements in reform and innovation
On November 1, 2015, Gentaro Fujiwara, who had been working at Shiseido for 24 years, was appointed as the General Manager of Shiseido (China) Investment Co., Ltd. This is the second reshuffle of Shiseido China in 2015. According to information from Shiseido, this "veteran" of Shiseido has extensive overseas work experience and is skilled in formulating and executing business strategies.
However, at that time, the "mess" left by his predecessor's radical reforms was in front of Kentaro Fujiwara - Shiseido's performance in the Chinese market had severely declined and its relationship with channel merchants was very "tense". In 2016, the "new official" Fujiwara Xiantaro quickly launched a series of changes in China: the high-end brand SHISEIDO replaced its logo and upgraded its counter; IPSA, a high-end customized brand, opened its first brand new image concept store in China at Nanjing Deji Plaza; We will carry out a major "renovation" of the 15 year old "Pome" brand, replacing product packaging, extending product lines, and optimizing the counter image. We will strive to become younger with the brand positioning of "Cosmetic Marche Pome Fresh Muscle Vera", which is small and fresh.
"Very approachable and down-to-earth" is the evaluation given to Fujiwara Xiantaro by Shiseido's Guangxi agent Nie Fenghui. At that time, Fujiwara Xiantaro had just spent two days visiting the first cosmetics chain store in Guangxi, Huizhilin. This year, he proactively visited many markets to understand the needs of agents and chain stores, and proposed the term 'relay' to describe the relationship between brand owners and distributors. Here, 'relay', Nie Fenghui's understanding is that a good product needs to find good 'players' to pass it on to consumers, which requires the tacit cooperation of the industry chain from top to bottom.
A year of hard work has finally paid off. According to the latest financial reports for the first three quarters released by Shiseido Group, high-end brands such as SHISEIDO, CPB, and IPSA in China have effectively driven sales growth, and the e-commerce sales of personal care brands have grown significantly. The final total sales reached 88.5 billion yen, a year-on-year increase of 16.7%; The operating profit turned losses into profits, reaching 4.3 billion yen, an increase of 6.2 billion yen year-on-year.
Under the leadership of Gentaro Fujiwara, the new office building of Shiseido (China) Research and Development Center Co., Ltd. Shanghai Branch was completed in November this year. This also means that Shiseido has formed a research and development system in China that can quickly develop products with high customer satisfaction.
From this, it can be seen that this "new official" who helped Shiseido turn the tide in the Chinese market will definitely lead this Japanese cosmetics giant to hold onto the Chinese market share and lead this century old company to emit more youthful vitality.