FINANCE

Shiseido is the target of the acquisition to expand the focus beyond China


After the radical restructuring of its assets during the Covid-1 crisis, Shiseido will increase its acquisition of the Skincare brand to diversify its footprint outside China, its chief executive told the Financial Times.

Masahiko Wotani said in an interview that Japan’s largest cosmetics group is preparing to increase the expected return of Chinese tourists to Japan by next summer. But he added that Shisido would step up acquisition efforts in the United States and Europe, and was also ready to explore markets such as India and Africa after epidemic control.

The company is optimistic that rising costs and middle-class growth will continue to drive sales in China, its largest market, where it generated 30 percent of its revenue in the first six months of 2021.

Wutani said the resumption of Chinese tourism would boost sales at Shiseido’s home market as he predicted easing border restrictions in the months following the Winter Olympics in Beijing in February.

But analysts have noted that the Japanese group’s widespread reliance on China has created a risk amid the impact of Beijing’s “general prosperity” campaign and growing concerns over crackdowns on the tech, education, gaming and property sectors.

“We believe the long-term prospects are very high in China and we will seize this opportunity,” Wutani said. “But as our reliance grows, so will the question of contingency and portfolio management, so we want to intensify our efforts in the United States and Europe.”

The diversification strategy comes when Otani declared Shiseido’s restructuring campaign “nearing completion,” which has seen a massive drop in demand due to the Covid lockdown and travel bans.

In August, Shiseido Beser Minerals and two other US cosmetics brands agreed to sell to private equity firm Advent for 700 million. It offloaded ব্যক্তিগত 1.5 billion to its personal care business CVC in February.

Asset sales support Utani’s plan to focus on high-margin skincare products, where Shiseido hopes to become a global leader by 2030.

“We are exploring integrations and acquisitions so that we can respond to every type of skin care,” Wutani said. He added that the group will expand investment in digital technology and data analysis in response to growing consumer attention on the recovery caused by the epidemic.

After reducing its product offerings, Shiseido expects to return a net profit of .5 35.5bn (310.5m) this year, after losing .7 11.7bn in 2020.

Historically, Shiseido has struggled to establish a presence in the United States, with a disappointing 1.9 billion acquisition in 2010 of New York-based natural make-up company Bare Essentials. ডাউন 623 million writ down in 2017.

But the Japanese group plans to expand its international footprint outside Asia, based on the success of cosmetic brand Nurse and Skincare Line Drink Elephant, where it produces more than 50 percent of its revenue.

As part of that effort, Utani aggressively recruited local talent into the group’s target market and adopted English as the company’s official language in 2011.

“We now have a pretty good lineup of local talent to tackle markets in Europe, the Middle East, the United States and Latin America,” Watani said. “We had a short break with Corona, but once it’s over, the area we’re going to enter will become an important strategy in the future.”



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