{"id":153623,"date":"2024-12-02T12:30:06","date_gmt":"2024-12-02T11:30:06","guid":{"rendered":"https:\/\/luxus-plus.com\/?p=153623"},"modified":"2024-12-02T12:56:03","modified_gmt":"2024-12-02T11:56:03","slug":"shiseido-revises-its-forecasts-downwards","status":"publish","type":"post","link":"https:\/\/luxus-plus.com\/en\/shiseido-revises-its-forecasts-downwards\/","title":{"rendered":"Shiseido revises its forecasts downwards <img class=paid src=\/paid.png>"},"content":{"rendered":"<h4>Faced with a sluggish Chinese market, the Japanese cosmetics giant&#8217;s CEO projected weaker earnings prospects for the next two years.<\/h4>\n<p><!--more--><\/p>\n<p>&nbsp;<\/p>\n<p>Double pain for<strong> Shiseido.<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>The Japanese cosmetics manufacturer<strong> is suffering doubly in China,<\/strong> a major market for the company.<\/p>\n<p>&nbsp;<\/p>\n<p>Not only is it coping with the<strong> slowdown in consumer spending in the Middle Kingdom<\/strong>, which is also having a major impact on luxury brands. But it is still handicapped by the <strong>consequences of the post-Fukushima boycott.<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>The Chinese decided to shun Japanese products after the 2011 tsunami and the archipelago&#8217;s decision to release water from the Fukushima power plant into the ocean. <strong>More than ten years on, Shiseido is still one of the disaster&#8217;s collateral victims.<\/strong><\/p>\n<p>&nbsp;<\/p>\n<h2>Caution for the next two years<\/h2>\n<p>&nbsp;<\/p>\n<p>Against this backdrop,<strong> Kentaro Fujiwara, who became CEO of Shiseido at the beginning of the year<\/strong>, was<strong> more than cautious<\/strong> at a press conference on November 29.<\/p>\n<p><span style=\"font-weight: 400;\"><\/span><\/p>\n<p><span style=\"font-weight: 400;\"><\/span><\/p>\n<p><span style=\"font-weight: 400;\">\t\t<section data-elementor-type=\"section\" data-elementor-id=\"113401\" class=\"elementor elementor-113401 elementor-101048\" 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\/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/section>\n\t\t<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><\/span><\/p>\n<p>Read also &gt; <a href=\"http:\/\/Faced with a sluggish Chinese market, the Japanese cosmetics giant&#039;s CEO projected weaker earnings prospects for the next two years. Double pain for Shiseido. The Japanese cosmetics manufacturer is suffering doubly in China, a major market for the company. Not only is it coping with the slowdown in consumer spending in the Middle Kingdom, which is also having a major impact on luxury brands. But it is still handicapped by the consequences of the post-Fukushima boycott. The Chinese decided to shun Japanese products after the 2011 tsunami and the archipelago&#039;s decision to release water from the Fukushima power plant into the ocean. More than ten years on, Shiseido is still one of the disaster&#039;s collateral victims. Caution for the next two years Against this backdrop, Kentaro Fujiwara, who became CEO of Shiseido at the beginning of the year, was more than cautious at a press conference on November 29.  As a result of a slowdown in sales to Chinese consumers, the Japanese manufacturer has revised its profit forecasts for the next two years downwards. The Japanese group now expects an operating margin of 7% by 2026, rising to 3.5% by 2024. In its business plan unveiled in February, the company had initially stated that it was aiming for a profit margin of 9% next year. \u201cThe state of the Chinese market does not allow for optimism,\u201d said Kentaro Fujiwara. According to the business press, Shiseido&#039;s online sales have shrunk by 20% in China since the beginning of 2024, double the decline in the global market. Previous earnings warning On November 11, Shiseido had already published an earnings alert, at the same time as its performance for the third quarter ended September. Consolidated net sales were down 8%, weighed down by travel retail and the Chinese market. While in Japan, sales and core operating profit were up sharply, boosted by growing demand from foreign tourists attracted by the weak yen, China saw a 9% drop in revenues but a 600 million yen increase in profits. However, the results alert included a downward revision of operating profit forecasts for the full year, likely to fall from 55 billion yen to 35 billion yen. At the time, Kentaro Fujiwara explained that he was reviewing \u201chis strategies for sustainable earnings growth\u201d. On the agenda was his intention to boost operational efficiency and transparency with investors, and a target of 20 billion yen in cost reductionsworldwide. Cutting expenses At the latest press conference, Shiseido&#039;s CEO confirmed a further reduction in costs over the next two years, including cuts in both personnel and production expenses. The group will focus first on Japan next year and then on the rest of the world, with the exception of China, in 2026. Last February, Shiseido announced a voluntary redundancy plan for 1,500 employeesin Japan , representing 4% of itsglobal workforce. Once inconceivable in an archipelago where lifetime employment was the norm, this type of announcement has been on the increase since 2023. Tech giant Sony also resorted to it in early 2024. Across the Atlantic, the American cosmetics giant Est\u00e9e Lauder has also drawn the consequences of the sluggish Chinese market: in early 2024, it announced the dismissal of 3,100 employees. Rebuilding the brand Kentaro Fujiwara also announced a new medium-term business strategy. \u201cWe&#039;re going to focus on rebuilding our brand,\u201d he explained. In February, he had announced his intention to \u201ccreate synergies by adopting an integrated approach for China and travel retail, in order to reinforce brand value and optimize investments for Chinese consumers\u201d. Estimated at around $80 billion, the Chinese market for beauty and personal care products has slowed sharplysince last year, against a backdrop of sluggish economic conditions. Western brands also have to contend with local brands such as Proya and Winona, which are increasingly popular in the Middle Kingdom.     Read also &gt; Shiseido cuts headcount in Japan Front page photos: \u00a9 Shiseido\">Shiseido cuts headcount in Japan<\/a><\/p>\n<p>Featured Photo: \u00a9 Shiseido<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Faced with a sluggish Chinese market, the Japanese cosmetics giant&#8217;s CEO projected weaker earnings prospects for the next two years.<\/p>\n","protected":false},"author":457,"featured_media":153619,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_titles_title":"%%post_title%% %%sep%% %%sitetitle%%","_seopress_titles_desc":"Shiseido's CEO has announced a downward reduction in the Japanese cosmetics and skincare group's results over the next two years.","_seopress_robots_index":"","_seopress_robots_follow":"","_seopress_robots_imageindex":"","_seopress_robots_snippet":"","_seopress_robots_primary_cat":"none","_seopress_robots_breadcrumbs":"","_seopress_robots_freeze_modified_date":"","_seopress_robots_custom_modified_date":"","_seopress_robots_canonical":"","_seopress_social_fb_title":"","_seopress_social_fb_desc":"","_seopress_social_fb_img":"","_seopress_social_fb_img_attachment_id":0,"_seopress_social_fb_img_width":0,"_seopress_social_fb_img_height":0,"_seopress_social_twitter_title":"","_seopress_social_twitter_desc":"","_seopress_social_twitter_img":"","_seopress_social_twitter_img_attachment_id":0,"_seopress_social_twitter_img_width":0,"_seopress_social_twitter_img_height":0,"_seopress_redirections_value":"","_seopress_redirections_enabled":"","_seopress_redirections_enabled_regex":"","_seopress_redirections_logged_status":"both","_seopress_redirections_param":"","_seopress_redirections_type":301,"_seopress_analysis_target_kw":"","footnotes":""},"categories":[1964,24],"tags":[23653,22973,23024,22419,23207,23009,23299],"class_list":["post-153623","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-strategy","category-business","tag-abonnes-en","tag-china","tag-japan","tag-news-en","tag-parfums-et-cosmetiques-en","tag-results","tag-shiseido-en"],"_links":{"self":[{"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/posts\/153623","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/users\/457"}],"replies":[{"embeddable":true,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/comments?post=153623"}],"version-history":[{"count":0,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/posts\/153623\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/media\/153619"}],"wp:attachment":[{"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/media?parent=153623"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/categories?post=153623"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/tags?post=153623"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}