Shiseido Store Opens 1,700 Direct Stores in China During the Year

Shiseido’s direct sales store, which has been running for three years, will officially withdraw from the Chinese market. Yesterday, Shiseido opened its first "Refreshing Space" store in Shanghai. Subsequently, the two flagship stores in Beijing and Hangzhou will also be closed in September this year. After the closure of the directly-operated store, it will take the form of its stores, and will open about 1,700 stores during the year.

“Now our franchise business has developed very well. These direct sales stores have completed the historical mission of their demonstration stores.” Ni Yun, Corporate Communications, Propaganda Department, Shiseido (China) Investment Corporation, stated that at the time, “Open space” was opened in the Chinese market. The direct-operated stores mainly serve as a model for the nationwide Shiseido chain stores. “Now the store rental contracts for the three stores have just expired, and the role of the demonstrations has also been well demonstrated. Therefore, we will close these stores.” After the closure of Shanghai's directly-operated stores, the two companies in Beijing’s Dongdan and Hangzhou’s “refresh space”. "The flagship store will also be closed on September 10 and September 25 respectively. Shiseido will no longer have a direct store model in China.

After closing the "Energetic Space", Shiseido will continue to develop its chain store model and beauty center model in the Chinese market. In 2001, Shiseido opened a non-profit beauty center "Beauty Space" in Beijing Oriental Plaza, which has a consultation area and a free trial area for Shiseido's unified image counters. At the same time, since 2004, Shiseido has started to promote the voluntary chain monopoly model in medium-sized cities in China. By the end of last year, it had reached 1,009 franchised stores.