Hong Kong Foreign Direct Investment Issue 1 ... - Invest Hong Kong

12
Chinese Clients Hold Appeal
for Japan Beauty Firm
Japanese beauty salon group, Miss Paris, found Hong Kong’s low tax, business friendly
environment and discerning Chinese customers the main reasons to expand into Hong
Kong and from there to Mainland China
When it comes to beauty, Asians and
westerners have different views,
according to Akemi Shimomura,
Founder and CEO, Miss Paris Group
Ltd. That’s why Miss Paris, a successful
beauty salon chain with over 130 branches in Japan,
chose to expand into Hong Kong for its first overseas store.
Established in 2009, Miss Paris currently operates four beauty
centres in Hong Kong and two in Mainland China.
Using Hong Kong as a hub, we look
forward to making Asia the new centre of
beauty in the world
Miss Paris Group Ltd
Akemi Shimomura
Founder and CEO, Miss Paris Group Ltd
� Established in 1982, its parent company, Shape Up House,
has more than 800 staff and 130 branches in Japan
� Currently has 20 staff in Hong Kong managing Dandy
House for men and Miss Paris for women in Central,
Causeway Bay and Tsim Sha Tsui
� Miss Paris The Beauty School Ltd offers beauty courses,
and Shape Up House China Ltd oversees business in
China, with two salons in Shanghai
� The beauty salon has ISO 9001 certifi cation
“Initially, we considered cities in Switzerland and France
because we also treasure western beauty. But we found
that beauty concepts in the West and Asia are completely
different. For example, whitening is sought after by Asian
women but not in the West,” Shimomura explained.
Conversely, Chinese customers share similar beauty goals
as Japanese counterparts and so Hong Kong was a natural
choice and a perfect platform from which to understand
the Mainland market in order to expand into Greater China,
Shimomura added.
“Being such an international city, Hong Kong has the
right mix of customers from across the world. We want to
prove to ourselves that we can be the best, even in this very
competitive market,” she said.
“We also see Hong Kong as an excellent entry point for
our plans in Mainland China,” she added.
Setting up and finding retail locations is easier in Hong
Kong than elsewhere in the world, she explained. “Hong
Kong is also a popular choice because it is politically stable,
has low tax and it’s such an easy place to do business. Every
step is very clear and efficient,” she added.
Caring Beauty Business
A smooth and efficient set-up allowed Miss Paris to start
operations quickly, and it was soon offering local customers
many of the beauty technologies and hospitality that had
brought it success in Japan.
The company has also found that its commitment to
corporate social responsibility has reaped rewards both in its
home country and in Hong Kong. After the earthquake and
tsunami in Japan last year, Miss Paris provided free showers
and services to the victims and sent student volunteers to the
disaster areas to offer comfort and free massages.
“We felt very strongly that we wanted to give back to
our local community, and it’s been comforting to see the
response to our efforts with customers rewarding us with
increased business,” Shimomura said.
Not Without Challenges
Like all new businesses, Miss Paris has seen challenges as well
as opportunities. “We have had some cultural differences
with our staff, but I feel that the sense of freedom and
dynamic nature of Hong Kong can offset any challenges. The
economic freedom and flexibility here is unparallel compared
with other countries in the region,” she enthused.
Looking to the future, she sees strong potential in the
beauty industry, fuelled by the city’s prosperous and beautyconscious
population. “Using Hong Kong as a hub, we look
forward to making Asia the new centre of beauty in the
world,” she concluded.
www.miss-paris-group.com.hk