聚焦进博｜专访花王大仓诚一：上海是中国战略的核心之一

Core Insights - The eighth China International Import Expo (CIIE) is being held from November 5 to 10 in Shanghai, with Kao Corporation showcasing its commitment to the Chinese market through the theme "Co-creating a Beautiful Future" [1][3]. Product Customization - Kao's participation features a strong focus on customized products tailored to Chinese consumers' needs, including skincare, sun protection, hair dye, and feminine care [4][6]. - The newly launched Curel Ryukou Shuhon series addresses common skin issues faced by Chinese women, leveraging nearly 40 years of research in ceramide care [4]. - The brand Fressy has developed products that consider environmental stressors and emotional fluctuations, exemplified by the innovative amino acid-based cleansing products [4][6]. Localization Strategy - Kao has established its global headquarters for Fressy in Shanghai, enhancing product development efficiency by 30% since the move, allowing for quicker adaptation to local market demands [6][11]. - The company has successfully localized the production of its popular hair dye brand, Liese, which debuted at the CIIE in 2022 and has since been well-received in the Chinese market [7][11]. Market Insights - Shanghai is pivotal for Kao's development strategy, providing unique advantages in policy, talent, and consumer insights, which have accelerated the company's localization efforts [11][12]. - The changing consumer landscape in Shanghai, characterized by the rise of domestic brands and a shift towards green consumption, has prompted Kao to enhance its R&D and branding strategies [14]. Future Outlook - Kao aims to leverage the CIIE as a platform for further integrating Japanese technology with Chinese consumer needs, continuing to innovate and optimize its product offerings [14].