花王在亚洲展开低价攻势，KATE促销费增至5倍

Core Insights - KATE is adjusting its Asian strategy in response to the rising competition from South Korean and Chinese brands such as CLIO and Huaxizi [1][2] - The promotional budget for KATE's overseas strategy will increase to five times its previous amount, focusing on social media marketing and brand consistency [1][2] Group 1: Strategic Adjustments - KATE's main products include lipsticks and eyeshadows, priced between 1,000 to 2,000 yen (approximately 50.26 to 100.52 RMB) [1] - The brand plans to launch limited edition products featuring popular anime characters to attract younger consumers [1] - KATE will collaborate with around 10 influencers in Japan and Asia for a large-scale social media marketing campaign [1] Group 2: Market Position and Goals - KATE operates in nine Asian countries, including Thailand and Taiwan, but faces challenges in brand consistency due to localized promotional efforts [2] - The company aims to increase its overseas sales by 13% by 2027, targeting over 800 billion yen in total sales [2] - KATE's current sales exceed 300 billion yen, accounting for about 10% of the overall cosmetics sales, with plans to grow to 500 billion yen by 2030 [2]