Beijing Liyuan Shakes Up Beauty Industry: Eyes Exit from Shiseido China Venture
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Beijing Liyuan is said to be planning a sale of its 35% stake in its longstanding cosmetics joint venture with Japanese beauty firm Shiseido. This decision would conclude a partnership that has spanned more than thirty years.
According to information available on the China Beijing Equity Exchange, Beijing Liyuan is looking for a minimum of RMB199.5 million (US$29.3 million) for its stake in Shiseido Liyuan Cosmetics.
Details of the Proposed Sale
Shiseido China Investment, which owns the remaining 65% of the joint venture, has confirmed the planned sale. However, they haven’t specified if they plan on acquiring the stake.
Shiseido Liyuan Cosmetics was established in 1991 with a focus on developing products specifically for Chinese customers.
Their leading brand, Aupres, was exclusively designed for the Chinese market. Over the years, this brand became a significant part of Shiseido’s local strategy as the company expanded its operations throughout the country.
The proposed sale is still in progress and remains subject to completion. Both Beijing Liyuan and Shiseido have refrained from disclosing any additional details about the transaction.
Questions & Answers
Q.What is the proposed sale price for Beijing Liyuan’s 35% stake in Shiseido Liyuan Cosmetics?
What is the proposed sale price for Beijing Liyuan’s 35% stake in Shiseido Liyuan Cosmetics?
Beijing Liyuan is seeking at least RMB199.5 million (US$29.3 million) for its stake in Shiseido Liyuan Cosmetics.
Q.Who owns the majority stake in Shiseido Liyuan Cosmetics?
Who owns the majority stake in Shiseido Liyuan Cosmetics?
Shiseido China Investment owns the majority stake, holding 65% of the joint venture.
Q.What is the significance of the Aupres brand in Shiseido’s strategy?
What is the significance of the Aupres brand in Shiseido’s strategy?
The Aupres brand, which was exclusively created for the Chinese market, became a cornerstone of Shiseido’s local business strategy as the company expanded its presence across China.