Shiseido's new brand urara Yolay is only sold in specialty stores

When Chinese women buy internationally renowned brand cosmetics, the first reaction is to go to department stores. In the future, this “custom” will likely be subverted! Yesterday, Shiseido, the world's fourth-ranking cosmetic group, announced in Nanjing that on October 1st, the new sub brand, urara Yolay, that Shiseido will market soon, will only be sold in Shiseido’s national stores and will not enter Chinese department stores.

This is a major change in the sales model of Shiseido (China) Corporation.

Shiseido currently has more than 1,400 stores in China and three in Nanjing. With the gradual maturing of outlets, Shiseido can finally get rid of the shackles of large department stores and use self-built channels to sell products. This saves costs and makes them more free.

According to reports, Shiseido has more than 10,000 stores in Japan. The sales of specialty stores account for 3/4 of the total sales. However, in China, the opposite is true, with sales at stores accounting for 3/4 of Shiseido’s total sales.

The person in charge of Shiseido said that China is Shiseido’s largest overseas market and Shiseido plans to expand the number of its stores in China to 5,000 in 2008.