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Shiseido Enters Strategic Partnership with Tencent

Will work together to build a D2C model and strengthen Shiseido’s social commerce business.

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By: Charlie Sternberg

Associate Editor

Shiseido Company, Limited has entered a three-year global strategic partnership with internet and technology company Tencent through its China subsidiary, Shiseido China Co., Ltd.
 
Through this partnership, Shiseido will work with Tencent to build a D2C (Direct to Consumer) model and strengthen its social commerce business to provide new services to Chinese consumers globally. Applying the know-how learned from this partnership to the entire Shiseido group, the company will strengthen its global growth by accelerating its group-wide digital transformation and enhancing the capability development in terms of digitalization.

“Build a digitally driven business model and organization” is one of the key strategies under Shiseido’s Medium-to-Long-Term Strategy. Tencent is the largest social media operator in China. With Tencent’s advanced know-how of D2C platforms and consumer engagement, Shiseido will further evolve its social commerce business, and digitalized beauty experience.

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