Hisayuki Suekawa, the new president of Shiseido, has declared that the company’s substantial investment this year would go to international markets, especially China. This is being done with an aim to counter the decline of sales in the domestic market. He has also revealed that while the tsunami and the Fukushima nuclear problems had not hindered the international strategy, the situation has imposed the closure of 200 Shiseido boutiques in the zone, out of the total 13,000 points of sale in Japan.
The Kuki production plant had also been damaged and its output had affected production for a period of two weeks. Consequently, the plant had to be transferred to other sites.
He further added that the company’s strategy was to increase international sales to 50 percent of the total by 2017, with China being the focus.
China has already accounted for 10 percent of sales during Shiseido’s 2010 sales, the Chinese market soaring by 110 percent. Analysis indicated that the number of Chinese consumers would reach 200 million by 2015 and would rise to 350 million by 2020.
Meanwhile, the company expects overall sales this year to exhibit a double-digit growth.