Shiseido and Alibaba Collaborating to Please Chinese Customers

Japanese cosmetics giant Shiseido on Sunday become the world’s first multinational cosmetic company to open a dedicated office in Hangzhou to work with Alibaba Group and co-create products specifically tailored for Chinese consumers.

The Shiseido and Alibaba office, within walking distance of the Alibaba Xixi headquarters, will house a team of around 20 Shiseido employees by next year. The purpose is to tighten collaboration with Tmall, Alibaba’s B2C marketplace and better position Shiseido in China, said the makeup company’s China region CEO Kentaro Fujiwara.

“China is Shiseido’s biggest and most-important market [outside of Japan]. By combining Alibaba’s strengths in digitisation and consumer engagement with Shiseido’s world-class standards in research and development, we can create products that can precisely capture the appetite of the Chinese consumer,” he said. “I hope this unprecedented collaboration will pave the way for further innovations for the entire [Shiseido] group.”

According to Shiseido, its China business saw the fastest acceleration in 2018 with sales growth of 32.3 per cent year-on-year to RMB 11.6 billion (US$1.73 billion). China accounted for 17.4 per cent of Shiseido’s total net sales last year, making it the profitable country market, following its home market Japan. Shiseido said it expects e-commerce to generate 40 per cent of its China sales by next year.

“Without a doubt, whether it be e-commerce or digital innovation, Alibaba is the leader. Alibaba is one of the most important strategic partners for Shiseido China as well as for the entire group,” said Fujiwara.

Mike Hu, president of Tmall’s fast-moving consumer goods division, said Shiseido’s leadership position in the industry and its quick adaptation to digital transformation is a common value shared by Alibaba.

“Our primary mission is to enable others, and we are always eager to work with the world’s leading companies to help them bring their best products into the China market in the most effective and efficient way. This definitely includes Shiseido, a reputable brand that is synonymous with high standard and high quality,” he added.

“The opening of the Shiseido and Alibaba office represents an important and historical milestone of our long-term collaboration,” Hu said.

One of Shiseido’s cosmetics brands, Za, opened a Tmall flagship store in September 2011. Since then, 12 flagship shops and 15 major brands also launched on the platform. Fujiwara said there is a plan to bring Shiseido’s mother-and-baby product brand into China later this year via Tmall.