Not only is stunt! Why l 'oreal global CEO of direct involvement in China's business

Author: guo Su Yan global consumer-goods companies expanding overseas business, progressive transformation and tedious inefficient management system has been the area of business development to a certain extent after the biggest obstacle of continue to achieve scale growth. So, l 'oreal can continuous years in the Chinese market to keep the double-digit sales growth is amazing. On the management of the company is an obvious characteristics, let global executives direct involvement in the Chinese business decisions. A lot of times, it is ignored by the concerned about the customers of the company. Global CEO how can maintain a certain frequency visit behavior is more like a marketing: a consumer goods company as a stunt, and vigorously to convey to the market a global headquarters to the attention of the market in the region - — You can found in those cookie-cutter press release information is nothing more, but this is not the whole story. In how I was exposed to global top cosmetics company, is a more common practice in China by directly report to the headquarters of the CEO, head of the responsible for regional market situation by the way, to get decision from headquarters, and then carried out by the ground he came back to China. This process is too slow, but not directly. And l 'oreal in the deepening of China's years, its executives at the global level directly meddling in the area of business case has a lot of, even if is just in a strange Chinese market when you start the business, its global executives gathered in the China, hand and teach at that time do not know anything about foreign companies and consumer products business of new employees. The new employee is the most consistent in common, perhaps only graduated from French department. For l 'oreal, the French company, to find the staff conform to the requirements of the language is not easy. When I looking for accenture, farce, such as consulting analyst, their judgment of l 'oreal, the company has been successful in China, unexpectedly active directly involved in the given to its global executives spoke highly of. This means that l 'oreal is not a traditional top-down professional managers report system, you can to measure it from the dimension of simpler - — To do business. Because even if there is a difference between new market and new market, the path of the business will not have too big difference: channel strategy, distribution, product positioning, marketing, between emerging markets and emerging markets, there are many methods of doing business, the potential risks and problems, are often very similar. L 'oreal's global CEO has always maintain a year to the frequency of several areas of the most important market, and then go to negotiate with the local most important dealers, collect market feedback, and consumer information. In Asia, South Korea and Japan as well as the fixed regional market will visit each year. Nearly two years of YSL beauty makeup products is also an interesting case - — I did not specifically mentioned in the cover story of this brand. Because it is more of a decision from the global level, rather than by the China team operation. The second half of the year, circle of friends of the fires YSL stars series lipstick, is driven by Chinese wechat business fraud. The product has not yet listed first fire up. This matter, then makes l 'oreal China team was unknown so. But the decisions by the global headquarters, and then to the regional market brand is successful, that l 'oreal group in the years of earnings data separately disclosed the YSL sales performance. Results that YSL sales breakthrough billion euro for the first time. At the same time, l 'oreal luxury department under YSL to boost sales of cosmetics and perfume, sales rose to %. Million euros. L 'oreal China currently has a total of a brand, and the specific operation of each brand business system has too many stories. To some extent, the global headquarters of decision-making is actually support l 'oreal finally took to one of the key links in beauty makeup the market peak. The has the determination, of course, at the same time very cautious company also made some mistakes, but its stress response is very fast, can quickly eliminate negative impact - — Here the story, perhaps is a topic for another article. Editor: huang rui