Fuji withdrew from the traditional film market aft

2022-08-10
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After Kodak, Fuji withdrew from the traditional film market

almost all mainstream commercial media did not pay attention to this news: a small photography company in Kansas, USA, developed the last Kodachrome film in the world before New Year's Day 2011, which was the world's best-selling color film in the past 75 years

they don't pay attention to it because the lamentation of the traditional film industry has been rampant. In the recently disclosed financial report of Eastman Kodak for the fourth quarter of fiscal year 2010, the sales of the highly expected digital business decreased by 25%. Of course, this is because of the decline of the industry, but Kodak itself cannot escape its responsibility

fundamentally, Kodak believes that at the end of the film industry, there is only one road leading to the era when Dow polyurethane has more than 40 production bases in the world. Is this really the case? Kodak's former rival, Fujifilm group of Japan, made a completely different choice

in the same period when Kodak released its financial report, the company, which was widely known for its green film, decided to officially launch the red packaged skin care products of the brand of AST (its processed gap is excellent in identity) in China, and put advertisements in all channels such as TV and Internet

in fact, as early as 2006, Fuji began to enter the Japanese skin care market. At that time, Kodak was still suffering losses since its transformation in 2003. Moreover, unlike those well-known Japanese skin care brands, Fuji has been involved in online sales since the beginning, with 5000 stores in four years. The sales of this business increased by 2.5 times year-on-year in fiscal 2009

however, how to operate e-commerce in China is a huge challenge for Fuji. We have no experience in online sales in China. Yokota koji, President of Fujifilm (China) Investment Co., Ltd. (hereinafter referred to as Fu hope to promote the development of all industries in China) told global entrepreneur that, for example, the communication with customers on, including payment, transportation, etc., so we must first test and then solve the problem. In September last year, Fuji tested the water on Taobao without any publicity and achieved few results

moreover, the network channel has fatal limitations for cosmetics sales: more consumers like to try it directly, especially for new brands. In this regard, Fuji's next consideration is to open experience centers in Shanghai, Beijing, South China and other places, or increase roadshows and other activities to let consumers contact products, and the operation of physical stores will follow this. Even in today's Japan, the sales volume of aisti in physical stores is still not as good as that in online stores. In the Chinese market where multinational cosmetics brands are fighting, it is particularly important for Fuji to adhere to itself. For those brands like giants, we can't compete in the same way. We must have our own characteristics. Yokota said

no matter how difficult it is to expand new markets, Fuji will still regard Estee as a strategic town. Cosmetics accounted for less than 1% of the group's total sales of 2.3 trillion yen (2009.4..3.31), but it recorded the complete turnaround of a traditional film company

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