Shiseido, Tencent partner to improve social commerce business

This aims to provide new consumers to Chinese consumers globally.

Shiseido Company, Limited, through its subsidiary Shiseido China Co., Ltd. and social media operator Tencent entered a partnership to strengthen the cosmetics firm’s social commerce business.

Under the three-year strategic partnership signed on 21 December 2021, Shisheido said a direct-to-consumer model will be built that will improve 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,” Shisheido said in a press release.

One of the key strategies under Shishiedo’s medium-to-long-term strategy is to “build a digitally driven business model and organisation.” Meanwhile, Tencent—the largest social media operator in China—runs WeChat with around 1.3 billion monthly active users.