UOB privilege Banking is by your side in
every precious moment. cho has a history of
more than 150 years, starting as a store.
Selling the first Western-style medicine in Japan from
That is, there is also the development of skin care brands.
Himself came up after that. Shide expanded.
empire by purchasing additional brands They
keep coming. Until today, Shidae has
34 brands in total, including skincare and water.
Fragrant cosmetics and dietary supplement samples
Brands in the group such as Dabbote and The
Kisa, a luxury Japanese skincare line, nas, a
famous cosmetics company that started in France,
drunk Elephant skin care, Clean line
from the United States, anessa, a top-notch sunscreen cream.
Popular in Asian regions, good quality skincare products.
The
price is not difficult to reach, including perfume.
Designer brands like Thor Bir and Iz
Ya are also under the Shidae group.
Shidenaka's beauty empire grows
continuously and able to capture the hearts of Asian consumers
Continuously until in 2019, the company
made the highest operating results in history with revenue of
2673 million baht, profit of 1,400 million baht.
This matter was reflected in the stock price.
and Shide's company value which reached its highest point
of 1,1 120,000 million baht in the same year but
Then, the following year, Shide was affected by The
lockdown caused the company's growth to
falter in 2020. The company's income decreased
to
2177 million baht, most importantly from the profit of tens of thousands.
Over a million baht in the previous year turned into a loss of 2,800
million baht instead, which was the situation at that time.
Most consumers affected by the matter
This is a group that has low income while
People with high incomes are less likely to get results.
How much is the impact and can you still spend?
Got as much as before when things were like this.
In 2021, Shiseido decided to adjust the strategy.
big time by turning to focus on
high-end products with relatively high prices and
Premium, especially the skincare group that has The
profit margin is higher than other types of products, making
2021 Naki Seo decide to sell many brands.
In my own hands, for example,
products in the Mas group such as CA, Nega and Zaki,
End cosmetics groups such as R Mer,
minerals and cosmetics because I want to focus on
More skincare, however, if you look at the results
Business operations over the past 3 years will find
that in 2021 income is
28, 700 million baht, profit is 11,000 million baht, in
2022 income is
2523 million baht, profit is
8,10 23, income is 230,000 million baht, profit is 5,1
140 million. baht from the company's income data
It's not consistent. In terms of profits, even in
2021, it will turn back to making a profit, but only after
Then profits continued to decrease and never
Back to the point where we can do it again like in 2019.
Mainly, we can divide the reasons
into 3 things. The first is sales that
Decreased in the Nity Free shop group due to
Affected by the second lockdown,
Chinese people's confidence in Japanese products has decreased.
which is the result of the Japanese release event
Water contaminated with radioactive substances enters the sea.
Looking back to earlier in 2019, you can
clearly see that Chinese people are the main customer group.
of the company up to 19% of total income, 3
sales in Japan disappeared. In 2019, the company
had income from Japan at 11,000 million
baht, accounting for 38%. In 2023, the company had
income from Japan at 6 6800. million baht,
accounting for 27%. It can be observed that the A
lot of things from Shide's hometown were missing.
Yes, this is because of lost income.
From the products in the group,
Shida decided
previously sold the business, including
Higher competition from the high end brands
of Japanese brands such as SK2, So
Shu Uemura to foreign brands. It's
popular in Japan whether it's de
lc EST ler or in the premium group.
Ka has also been affected in particular.
Igor whose main market is in Japan The
company stated that after the incident In the
lockdown situation, people's behavior has changed. I've
changed from buying cosmetics before.
or skin care that is at a mid-range price point Come
back and buy products at a cheaper price, which is
That market segment has been abandoned, however.
Yes, there are still high-end brands that can still
grow, such as Dopbote that is currently growing.
Expanded to the European market including nas
cosmetics, End Group, which in 2022
launched a new foundation which was successful and It's
selling well up to this point. I would have to say it's Shidat.
Wrong decision to sell the group's business at a price
Easy to access until it becomes a channel.
Vote for the company's beauty business portfolio. The
path to strengthening
Products in the middle price group seem like It wo
n't be as smooth as it has been in the past. It's the
behavior of people who use cosmetics.
And skincare is starting to reflect that.
In addition to using cosmetics that are inexpensive If you are
too young, you may choose products that are too expensive.
That means there may not be an opportunity for
Products at a moderate price level, while
High End brands also have to face a battle.
All around from both domestic and international competitors.
Different countries have their own strengths.
These matters cause the operating results. The
eject was disappointing and made it worth it. The
company lost more than 800,000 million baht or -
71% in the past 5 years, however.
Yes, I must say that business games are considered games.
Long term that is not to say that the decision was wrong.
One mistake will cause Shido to become
loser forever
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