Shen Xiangmei: Business Behind Beauty

Estee Lauder group is one of the most influential cosmetic groups in the world.

Shen Xiangmei, general manager of Estee Lauder Group Asia Pacific region, told an exclusive interview with our reporter that Estee Lauder group has entered a rapid development stage in mainland China, and the products such as Estee Lauder EsteeLauder and Clinique (Clin-ique) that have entered the mainland in China have already established a high reputation.

In the next few years, Estee Lauder group will gradually introduce its other products into the mainland of China.

Consumers will be able to personally experience the unique charm of their group's skincare products, make-up and perfume products.

Brief introduction to Shen Xiang Mei, director general of Estee Lauder Group China, is responsible for the market positioning, business development, brand promotion, financial guidance and daily management of 8 brands such as Estee Lauder, Clinique and Hai Lan in Estee Lauder group.

He graduated from Northwestern University in 1983 with a master's degree in advertising communication and a bachelor's degree in law from National Taiwan University.

In November of 2003, the Estee Lauder group of the United States established its Asia Pacific headquarters in Shanghai. The Asia Pacific headquarters is centered in Shanghai, and radiates from the vast areas of North Korea, Japan, and south to New Zealand.

In November 22, 2005, Estee Lauder group's seventh global R & D centers were unveiled in Shanghai, mainly targeting the skin of mainland China and Asians.

The two big initiatives of Estee Lauder group are enough to prove that the most famous cosmetics group in the world has pferred the decision and R & D center in the Asia Pacific region to the mainland of China.

In this regard, Shen Xiangmei, general manager of Estee Lauder Group Asia Pacific region, explained that in recent years, the Estee Lauder group has high expectations for the mainland market. The Group expects that the biggest growth opportunities in Asia Pacific region will be in the mainland of China in the future, and hope that the growth rate in the mainland of China will reach 50% in the next one or two years.

According to Shen Xiangmei, 8 brands of Estee Lauder group have entered the mainland of China in the first place.

Among them, Estee Lauder and Clinique are the key brands launched in the mainland of China. At present, the sales of these two brands in the mainland of China account for more than 95% of the total sales volume of the group in mainland China.

Not long ago, the Estee Lauder and Clinique counters of Estee Lauder group were first stationed in Guangzhou. Insiders believe that the two well-known brands are a bit late.

In this regard, Shen Xiangmei explained that Estee Lauder group is very cautious about setting up counters, and the group has always attached great importance to regional planning. In the first few years, it focused on developing the northern market. Next, with Guangzhou as the starting point, Estee Lauder group will be heavily deployed in the Southern cities.

According to Shen Xiangmei, the group has selected locations in department stores in southern cities such as Guangzhou, Shenzhen and Xiamen, which are expected to blossom in 2006.

Shen Xiangmei said Estee Lauder group has a detailed brand promotion plan every year, so that every brand can seize the right time to promote gold.

For example, this month is Estee Lauder promotion month, next month is Clinique, and next month will be LaMer. As a result, the brand of the group will be active in 12 months, and the promotion of the brand will eventually become a powerful force, which will strengthen the influence of the group in the mainland of China.

The name of Estee Lauder group comes from its founder, Mrs. EsteeLauder. Mrs. Estee Lauder founded the brand named after her in 1946. At the same time, she released her first product, a bottle of skin cream developed by her chemist's uncle, who was very popular.

Since then, Estee Lauder brand sales have been rising.

On this basis, Estee Lauder has also expanded its brand line, launched men's perfume and beauty care products, and set up Clinique (Clinique) laboratory, developing and producing skin care products with anti allergy test and fragrance free.

In addition, Estee Lauder group also bought cosmetics brand M.A.C. and BobbiBrown, and launched a perfume series with TommyHilfiger, DKNY and other clothing brands, forming a huge cosmetics kingdom.

On the day of the interview, Shen Xiangmei wore a pink dress, a pink dress, a pink sweater coat, and a pearl necklace on his neck. It was as elegant as a pink orchid placed in her office.

After entering the cosmetics industry for more than ten years, Shen Xiangmei said he had gained many beautiful experiences.

Shen Xiangmei smiled and asked, "do you believe that, I am still using the three steps of Clinique foundation, although many people will say that Clinique is the brand used by young talents, but I think that as long as it is suitable for its own products, it is the best product."

According to Shen Xiangmei, there is only one standard for choosing cosmetics, that is, the best one is that cosmetics are not good or bad. The key to whether they are effective is whether they are suitable for each person's skin characteristics so as to keep the skin in good shape.

On the usual day, Shen Xiangmei also had the habit of spraying perfume. She said she did not like the perfume too sweet and too pink, but she loved the perfume that had a refreshing fragrance. For example, she recently liked DKNY perfume, which was as fresh and unique as the green apple.

Shen Xiangmei said, like refreshing perfume, because this fragrance can sober up a little.

Xu Qiyun: editor in charge