When Shiseido Sets Its Sights on China's Smaller Cities

Just like exhausted workers stuck in their routines, big corporations, after years of effort, are beginning to venture out from the major cities—like Beijing, Shanghai, Guangzhou, and Shenzhen—and are looking toward smaller cities that could offer new opportunities. Shiseido is one such example.

In a recent interview, Shiseido Group CEO Kentaro Fujiwara shared: “There are still many million-population cities in China waiting for us to explore. Currently, our sales network is mainly focused on Beijing and Shanghai, but we plan to expand to mid-tier cities in the inland areas. We intend to open stores in large shopping malls in these cities to increase brand awareness, which will in turn drive online orders from consumers.”

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