"高丝集团绝不放弃中国市场。这里不仅是全球战略的核心，更是推动创新和可持续增长的关键动力。"高丝化妆品销售（中国）有限公司董事长兼总经理篠 原和行的宣言，是对自去年底在社交平台上流传的"高丝撤离中国"谣言最有力的回击。 2025年7月18日，高丝集团在上海举办中国媒体恳谈会。株式会社高丝常务取缔役涩泽宏一、取缔役原谷美典等总部高层专程出席，重申中国市场战略地 位，并首次披露中国区由"防守"转向"进攻"的三年战略规划。 这场高规格沟通，既是澄清谣言正面清晰地回应，也是高丝重塑价值体系的决心宣示。 高丝集团中 国媒体恳谈会 篠原和行向《FBeauty未来迹》强调，开始于2024年下半年的渠道优化与品牌重组绝非撤退，而是中长期发展的"进化"必经阶段。历经这一期间的结构性改 革，高丝中国已告别防守期，正式迈入"进攻"新周期。 面对中国市场考题难度的升级，这家入华37年的日妆巨头，正以黛珂DECORTÉ和雪肌精SEKKISEI为矛，以本土化研发运营与渠道下沉为盾，在高端与大众 市场的双轨竞逐中，探索跨国企业"深度本土化"的破局可能。 高丝化 妆品销售（中国）有限公司董事长兼总经理篠原和行 已在高丝集团工作41年的涩泽宏 ...

Core Viewpoint - Kose Group is committed to the Chinese market, viewing it as a core part of its global strategy and a key driver for innovation and sustainable growth. The company has transitioned from a defensive to an offensive strategy in China, emphasizing its long-term development plans [2][5][17]. Group 1: Strategic Positioning - Kose Group's chairman, Shinohara Kazuhiko, emphasized that the channel optimization and brand restructuring starting in the second half of 2024 is not a retreat but a necessary evolution for long-term growth [5][17]. - The company aims to redefine high-end value and strengthen brand presence in the competitive Chinese market, particularly through its premium brands Decorte and Sekkisei [7][12]. Group 2: Market Performance and Challenges - The high-end cosmetics market in China is experiencing a compound annual growth rate decline of 3% from 2021 to 2024, with market size shrinking from 257.8 billion yuan to 236.4 billion yuan, indicating a loss of 21.4 billion yuan [10]. - Kose recognizes the need to adapt to changing consumer demands and has initiated a structural reform to enhance its competitive edge in the high-end segment [12][32]. Group 3: Product Strategy and Innovation - Kose is focusing on three high-end product lines to enhance brand loyalty and consumer desire, including the Decorte AQ series, which has seen significant online engagement and sales growth [15][21]. - The company plans to introduce new products targeting high-end segments, such as the LIPOSOME lip essence and a quantum-computed formula for a new skincare product, aiming to capture market attention [17][18]. Group 4: Marketing and Consumer Engagement - Kose is enhancing its marketing strategies by leveraging social media and e-commerce platforms to reach a broader audience, including younger consumers and male demographics [22][23]. - The company is also simplifying its product lines to better align with market demands while maintaining its classic offerings [24][32]. Group 5: Localization and Talent Development - Kose is committed to localizing its research and development efforts, having stationed researchers in China since 2004 to better understand consumer needs [38][40]. - The company emphasizes the importance of cultivating local talent to drive innovation and responsiveness in its operations, with plans for ongoing training and leadership development [44]. Group 6: Future Outlook - Kose is optimistic about the long-term growth potential of the Chinese beauty market, focusing on personalized and effective product offerings to meet evolving consumer expectations [48]. - The company's strategic transformation is seen as a comprehensive restructuring that integrates R&D, marketing, and organizational frameworks to foster sustainable innovation capabilities [48].