Nakamaru said these words have their reasons. In his view, China's current lack of high-end market leader Toiletries brand, which is Shiseido opportunities.
    If the last century, 90's, Procter & Gamble by Rejoice, Head & Shoulders, etc. Toiletries in China, has established high-end brand, then now the situation has undergone great changes. With the P & G products in China in the localization of production and the continuous rise of domestic brands, P & G's strategy in China, a gradual shift from high-end to become dominated by "full harvest."
    P & G's success in China, mainly due to two aspects, to continuously reduce costs, low prices; the other hand, large-scale advertising and marketing. After 10 years, Bo Sha, in the supermarket, the P & G products have been gradually be confused with other Chinese-made Volkswagen brand, people buy P & G's products, often they will not carry the high cost of feeling. You could say that brutal price competition for P & G's own high-end place gradually played down, even though it was so close to Liu Cheng P & G's market share.
    "It is difficult to say who are the real Toiletries high-end brands," and expressed a very helpless hands spread pill look like, "but according to our survey consumers want high-quality high-end products, but also their ability to spend money."
    Nakamaru made such a decision lies in careful pre-market research. Shiseido is not only Japan's largest cosmetics company, and it is the profitability of similar enterprises in the world is also the first place. There was a lot of people have analyzed the secret of its success. Japan, an economist, conducted a survey of this research, the conclusion is: the secret is not in production, Shiseido production equipment is not high-end cosmetics company than any other advanced, but in the circulation area, is the emphasis on market research.
    Japan's Shiseido cosmetics stores operating nationwide have thousands of these shops, and Shiseido have signed such a contract: to provide cost from Shiseido, individual stores are responsible for Shiseido to collect information on market intelligence. If a housewife at home to the store to buy a bottle of Shiseido products vanishing cream or a box of lipstick, this store will be recorded. Sent to the middle of such information in a timely manner wholesalers, go to the Shiseido Company. These practices can Shiseido done for each commodity are well aware of, seize the competitors weaknesses, they must attack first.
    The launch of Toiletries in China before the Shiseido spent months in various offices and conduct a market survey in the high-end communities, according to final results, there are six to Bacheng consumers willing to purchase these high quality products. Nakamaru said that in the mass channel also has high-end consumers, "those who attach importance to quality, consumers are willing to pay for quality is our target customers."