[direct reporting network on September 17 hearing] (21st Century Business Herald Lu Shijun) South Korea's largest cosmetics group amore Pacific announced its latest global brand development plan. Its focus lies in the Asian market, while the Chinese market is placed in an unprecedented important position.

Amore Pacific Group Chairman and CEO Xu Qingpei accepts when the interview said: currently used in China cosmetics of the population has more than 1.5 million people, in the future may be more than 2.5 billion. Because we have seen such a prospect, many multinational companies have begun to enter the Chinese market. At present, amorepacific's plan is to ensure we have launched in China in five world champion brand to get consumers favor. "

In fact, this is the home market in Korea accounted for more than 40% of the cosmetics group as early as 20 years ago has entered the Chinese market. The first half of 2015, the group's sales of more than 2.857 yuan, an increase of 23.3%, operating profit was 564300000000 won, an increase of 46.1%.

It is worth noting that, in its total sales in 2014, about 17.6% of sales from overseas markets (including China), including China for its overall overseas markets contributed more than 56% of sales, the growth rate is very important for its development.

Over the past 40 years to maintain a compound annual growth rate of 13% of amore Pacific Group, is expected in the next five years compound annual growth rate will reach 15%. The group told reporters, for the future of the global strategy will be divided into three steps - the introduction of differentiated brands, the development of new sales channels and continue to expand the global business. Specifically, the goal of its global business in 2020 is to increase the contribution of overseas sales to more than 50% of the total business, and to become the first Asian beauty cosmetics companies.

Xu Qingpei admitted that China's rapid development of local enterprises, and they have a very deep understanding of the Chinese consumer, circulation channels. Want to understand the Chinese market through the management and operation of the localization, and develop into the Chinese consumers like business. "Chinese amore Pacific market senior managers are made to serve the Chinese people."

Based on the Chinese market, the channel recycling program has become an important part of the group's Asian overseas market strategy. The reporter learns, amore Pacific Development of new sales channels in China is divided in order to strengthen tax and e-commerce channels two, these two channels in 2010 to 2014 years compound annual growth rate of up to 43%, far higher than the growth rate of other channels. Among them, the compound annual growth rate from the duty-free shop channel is as high as 60%.

Amore Pacific to the 21st Century Business Herald revealed that the future will expand in China International Airport duty-free layout, such as Sanya Begonia bay to. It will also improve the user experience through the full channel platform, these major markets in China to actively expand e-commerce business, in order to move the end of the way to enhance customer liquidity.

Become more "Chinese" amore Pacific to won the China this cake is with the Japanese Shiseido, Kao and all the Europe beauty brands in the same field contest. At the same time, China's cosmetics and skin care products market, China's local enterprises have accounted for more than half of the market share, how to further strengthen the differentiation advantage of their own brands will be a problem in front of the South Korean giants.

The brand has many resources for amore Pacific, Chinese market brand to introduce a relatively limited number. In the definition of the brand contribution six core sales, Sulwhasoo, Laneige, and other brands have entered the China innisfree. Xu Qingpei said that the Chinese market development strategy will tend to enhance the brand portfolio, while the Chinese consumer demand for innovative products. 3

(original title: Emily China force overseas market a priority among priorities)

Editor: small Shen

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