text/Zhang Wenhui
The third CIIE closed on the 10th. We saw that Kao, who came to the CIIE for the third time, brought a lot of dazzling products.
Since 1993, Kao has entered China in its 28th year. Talking about the changes in China’s beauty market, Kao Corporation Asia President Toru Nishiguchi said in an exclusive interview with a reporter from China News Service that with the development of China’s economy, people’s living standards and their pursuit of quality of life also With continuous improvement, China has become a very attractive consumer market in the world. The summary of the interview with
is as follows:
ultra-fine fiber technology creates a new trend
China is a through train: wearing masks has become a "standard", how will Kao's business be affected? What opportunities and challenges does Kao face under the epidemic?
Toru Nishiguchi: To curb the spread of the epidemic, the Chinese government is actively coordinating various epidemic prevention work. With strong prevention and control measures, the epidemic has been clearly controlled. In the initial stage of the epidemic prevention, the frequency of consumers going out for shopping decreased, and the frequency of shopping using e-commerce has increased. Until now, many consumers still tend to use e-commerce for shopping. As live streaming has gradually become a popular form of sales in e-commerce channels, Kao is actively adopting online live streaming while also launching offline activities to link with online activities. On the other hand, consumers in physical stores are gradually returning, and we also look forward to further recovery in the offline market.
The new crown pneumonia epidemic has brought great changes to people's daily lives, and health awareness has generally increased, and the demand for clean and sanitary products has also increased. In accordance with changes in consumer awareness and demand, the Kao Group will accelerate the development of related products, enlightenment activities and information provision, etc., to provide valuable products for the Chinese society and consumers under the new normal.
Country is a through train: What are the new trends in the global beauty industry?
Toru Nishiguchi: We believe that the upgrading of new technologies in the beauty industry including "Fine Fiber Technology" (microfiber technology) in the Mainland will create a brand new cosmetics market, combined with China's digital applications, may become a market leading the global trend , We also look forward to its further growth.
continues to develop products that are close to the lives of Chinese consumers.
is a through train: Since the beginning of the CIIE, Kao has not only participated in every session, but will also showcase new products. What does Kao fancy?
Toru Nishiguchi: Before , we participated in the exhibition for two consecutive years and received very good response. Many stakeholders came to our booth and experienced the charm of Kao products. Major media have also carried out a lot of reports on us. The CIIE has created a good opportunity for everyone to understand Kao.
As a national event, the CIIE has attracted the attention of all China and the world. Through the CIIE, everyone who had not previously connected Kao to its brands has also learned that Kao is an active company in various business fields, and their overall awareness and understanding of Kao has been further improved. improve.
is a through train: since Kao entered the Chinese market, what changes have taken place in the Chinese consumer market? How does Kao meet new consumer demands?
Toru Nishiguchi: has been in China for the 28th year since 1993.
With the development of China's economy, people's living standards and the pursuit of quality of life are constantly improving, and China has become a very attractive consumer market in the world.
In the context of the country's promotion of "consumption upgrading" and the transformation of consumption-led economic structure, domestic consumption to meet people's rich lives has also been expanding. Therefore, from the perspective of the consumer goods field, we believe that consumer demand for personalized, diversified, and high-quality (high value-added) products will also expand. In this context, based on actual market conditions, Kao pays close attention to the changes in the needs and consciousness of Chinese consumers, and uses Kao's unique R&D capabilities to continuously develop products that are close to the lives of Chinese consumers.
Many new products appeared at the CIIE, attracting attention
The country is a through train: The third session of the CIIE has just concluded. What is the effect of the exhibits brought by Kao?
z4Toru Nishiguchi: At this CIIE, Kao took "Creating the Future and Creating Life" as the theme, and the overall booth was set up as "Healthy and Beautiful Life Facing the New Future" and "Clean and Sanitary Life Facing the New Future". Brand and representative product display in a large area. In addition, there is an exhibition area for Kao's basic research and development that supports Kao to help everyone realize the "Kirei" life, and social contribution activities that promote the sustainable development of society.
In the exhibition area for the “healthy and beautiful life in the new future”, during the second CIIE, the makeup revolution created by the use of “Fine Fiber Technology” innovative technology and new products was caused Enthusiastic attention. At the 3rd CIIE, Kao also brought its new upgraded performance products that have not yet been publicly sold. We will also introduce new products such as "Korun Moisturizing Spray Essence Water" developed by Kao's latest miniaturization technology.
In addition, the Kao "liese" series of foam hair dyes with multiple colors and the "Rerise" hair dye for white hair with 100% natural coloring ingredients "the source of black hair melanin" also appeared at the CIIE booth for the first time.
is facing the "Clean and Sanitary Life in the New Future" exhibition area to show and propose solutions for the overall household cleaning, antibacterial and health in the post-epidemic era. Taking the daily movement at home and when going out as an index, we will lead everyone to experience the "hygiene defense line" built by Kao products in various areas of the family by restoring specific scenes, providing a reference for the development of new household hygiene habits of Chinese consumers. The "MegRhythm" brand, which is widely favored by
for its first steam eye mask and other products, also brought its innovative new product in the health field-"warm mask" on stage. Source of
: Country is through train
Editor: Zhang Heyuan
Editor: Wei Xi
