Page 33 - Sphere No.27 (Sep 2010)

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Sphere
health
and beauty
business in Asia
and further afield.
It is a success story that
every major name wants to
be a part of – Procter and Gamble,
L’Oréal, Unilever, Johnson & Johnson, Kao
and Shiseido – a fact that ensured an impressive
turnout of CEOs and other high-powered execu-
tives. Senior representatives from ASW stores in
Europe and Asia were also in attendance.
There were also invaluable insights into the
next big market – China. Tiny though it may be,
Hong Kong remains the gateway to the Middle
Kingdom, the place where hundreds of multina-
tionals prefer to have their regional headquarters.
Watsons has a track record in the Mainland
that is the envy of many other companies. Experts
agree that China is not an easy market, with
its own idiosyncrasies, bureaucratic rules and
regulations. Cracking it takes time, experience
and a deep knowledge of the consumer and total
confidence in the product. Watsons carefully de-
signed its China stores to appeal to young female
shoppers, starting with the instantly recognisable
pale turquoise logo. Inside, the style is deliberately
feminine, using light colours that appeal to young,
beauty conscious women.
No other giants of the health and beauty world
can boast anything like the expertise of Watsons.
Nor are they as fast at reacting to changes in
consumer tastes. The very latest Watsons stores in
Asia – known as G5, or fifth generation – cement
the com-
pany’s reputation as
market leader. The emphasis is on giv-
ing customers the best advice to ensure they keep
abreast of all of the latest products.
Clear window displays and large signage help
shoppers locate the stores and plan their way
easily around the interior. Wider aisle space and
shorter shelves provide a spacious environment.
To date, 1,800 of the G5 stores have made their
debut, with 400 more opening every year.
Constant updating of presentation, reinforce-
ment of customer service training and refreshing
of product assortments are the reasons ASW is so
far ahead of the health and beauty curve. A close
working relationship with suppliers ensures that
they are fully in tune with the needs and wants of
Watsons, now and in the future.
The first A S Watson Group Global Suppliers
Conference underlined that commitment and
proved to be a big success. By the time of the
next conference, in 2012, the number of ASW
stores will have passed the 10,000 mark, a major
achievement in a retail area where competition is
extremely tough.