Byline: Koji Hirano

TOKYO — The Shiseido Group plans to enhance its regional distribution network with a new Asia-Pacific distribution center which opened here Monday.
Located in Kawasaki City, a suburb of Tokyo, the center is expected to simplify the placement and receipt of orders, reduce shipping and transportation costs, and strengthen Shiseido’s competitiveness in the Asia-Oceania market. Shiseido Asia Pacific Co. Ltd. will run the center. Shiseido Asia Pacific Co. Ltd. now sells cosmetics in 16 markets throughout Asia-Oceania: Taiwan, Singapore, Indonesia, Malaysia, Thailand, China — including Hong Kong and Macau — South Korea, New Zealand, Australia, Brunei, the Philippines, Fiji, Papua New Guinea, Myanmar, Vietnam and India.
The Asia Pacific Distribution Center is designed to act as a hub: Its functions will include placing orders to factories, inspecting product quality, processing orders from subsidiaries and distributors and shipping to subsidiaries and distributors. A Shiseido spokesperson noted that approximately 60 percent of sales in the Asia-Oceania market are generated by products produced in Japan, and estimated that the new center would reduce delivery costs and cut delivery times by 75 percent.

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