分析佐登妮絲如何在美容產業勝出

根據台灣統計處, 國內化妝品市場已在2018年達到2000億台幣的規模，在過去十年每年的成長率更是高達2.9%. 在所有美妝產品中，美膚產品更是其中大宗，擁有51.5% 市佔(1)。眼見這塊市場大餅持續增長，美妝業者無不極盡所能投入，並致力於建立己身與競爭者的差異，以獲得消費者的青睞與忠誠。而身為一位長期的女性消費者，我實在無法忽視亞洲最大的沙龍品牌佐登妮斯在業界樹立良久已超過30年的的成功。迄今，佐登妮絲已經在兩岸及馬來西亞擁有655家店及27萬名會員，在2018年更是締造了驚人的營業額台幣31億及EPS 3.12元佳績。佐登妮斯主要成功之處在於垂直整合，員工作業標準化，精準的客戶定位以及經銷商的拓展。然而在2016年，它調整了一直以來的策略，將經銷商大舉改為直營，擴大客戶層及導入醫美市場，期望這些改變能在2022年帶來50億台幣的營收。本文因此著墨於分析這個美容產業龍頭如何成就它的偉業，以及如何轉變以達到在下個階段的勝利。

關鍵字

化妝品產業

並列摘要

According to Taiwan Department of Statistics, domestic cosmeceutical revenue is more than NT$ 200B in 2018 and the average annual growth rate hits averagely 2.9% in a decade. Among the product complexity, skin care grabs the critical share 51.5% as the best seller segment (1)。Seeing the vast market scale and stable demand growth, numerous brands are attracted into the extremely competitive field and make every effort to distinguish them out of countless choices for users. As a female consumer for long, I can’t ignore the fact that one of the biggest Asian salon brands “Jourdeness” has stood out in the beauty industry for more than 30 years since establishment in 1989. Till now, the Taiwan brand has owned 655 stores with 270 thousand consumers across the strait and in Malaysia.It outperformedcountless competitors with an impressive annual revenue NT$3.1B and EPS $3.12 in 2018. Jourdeness has been contributing the core factors to its success: vertical integration, employee standardization, precise customer target and franchise enlargement. In 2016, it adjusted the conventional strategy by turning the franchise into regular chain, approaching entry market and developing the aesthetic medicine.Jourdeness expects to reach annual revenue target NT$ 5B in 2022 with these ambitious targets.How the giant beauty salon player conducts its achievement and transforms its traditional core to next accomplishment is what this article about.