“Attack MadokaKiyoshi (Japanese name Attack Neo)” became a hit in China for clothing detergent rinse requires only once
Became a prospect that is Kao is supplies and cosmetics maker day domestic top, can be profitable even next year for China business, which has been burned many years hand.
It follows that it celebrates its 19th year in advance in 1993, the results came out finally.Or what exactly has changed.
Laundry detergent that sold in September, “last year” attack MadokaKiyoshi “has been accepted into the Chinese market.I was able to clear a share of 10% in the laundry detergent sector in Shanghai region in particular ”
For Kao, hit products which may be said for the first time in China was born.Which is a feature rinse after washing is done in one, it’s “attack MadokaKiyoshi”.
Areas of water scarcity in many cases, the goods corresponding to the water-saving needs, China ‘s had received in the Chinese market.
In particular, home to wash still many in China, where the washing machine is not popular, and it’s easy to realize the benefits of that to live the number of rinsing can be reduced.
In addition to the current, you’re selling disposable diapers laundry detergent “attack”, “Mary”, cosmetics “Sofina” in China, Kao has been selling the chemicals and perfumes for the enterprise.
Kanebo cosmetics subsidiary has seen the success of a certain size, but a synergistic effect with Kao has not yet Midase.
In the Uni-Charm and P & G rival go a successful business in China, Kao has struggled to expand its business.According to some rival manufacturers, it seems to have been forced as say, “I heard that it was also discussed to give up a business in China, and that trying to shrink temporary”.
However, I do a review of the strategy from about 3 years ago.
What was in the high-income earners products for principals, in addition to that, it was charged with middle-income products for such attack MadokaKiyoshi.
In addition, about marketing, which has been left to the local, to migrate to system that provides the know-how from Japan in the past.By be transferred to the Asian countries that is China and other immediately and success stories of hit products in Japan, and trimmed the environment easy hit product is born.
It is now China and supplies manufacturers is are you the most notable World Day of.Market facing a huge population of about 1.3 billion people, the potential for growth is high.
According to a survey of the Yano Research Institute, about 90.8 billion yuan in fiscal 2009 (about 1 trillion 100 billion yen), the scale of the cosmetics market is growing at a pace of more than 10% per annum.Demand in developed countries has peaked, if you do not succeed in this market, growing as a company will be difficult.
It has built a factory to manufacture the disposable diapers and sanitary products in Anhui, Kao, running to the end of 2012.It is a factory in China fourth.Currently, disposable diapers because exports from Japan, cost competitiveness month at this, momentum is get to performance improvement it would be certainly.
However, there is only about 30 billion yen is still China sales business of Kao.Compared to the size of the foreign manufacturer of the other, much smaller.
Future, as well as promoting the market development of the inland supply of goods has not progressed yet, likely to sally forth to new measures, such as tie-ups with local manufacturers and wholesale company is also likely to have.
(“Weekly Diamond” editorial department Tatsuya Noguchi)
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In translation, where demand does not stop even at Nippon Shokubai declining birthrate era to continue the large-scale investment in the disposable diaper material