Category: Interview

Interview with Mr Hwasic Yoo,
COO of SWISS PERFECTION CHINA

Hwasic Yoo joined SHINSEGAE INTERNATIONAL CHINA in 2018 as the China Chief Operating Officer. He is responsible for the operational management of the company’s various skincare brands. With his keen market sense and rich brand management experience, he has found a precise market positioning in China for SWISS PERFECTION, a luxury skincare from Switzerland. Under his leadership, the brand has achieved rapid growth and entered several luxury 5-star hotel spas and high-end channel businesses in just one year. Mr Hwasic Yoo shares their future view at the beginning of year 2023.

Please tell us about Shinsegae Group, the future development direction and strategy of the group in terms of health?

Shinsegae Group has always been a leader in Korea’s distribution industry. Since it opened the first department store in Korea’s history in 1930, Shinsegae Group and Korea’s distribution industry have gone through a history of 92 years. At present, the group owns a number of department stores and duty-free shops in South Korea, and at the same time acts as an agent for dozens of global luxury brands including: Giorgio Armani, Alexander Wang, Celine, UGG, Chloe, Diptyque, Moncler, etc.

The group began to pay attention to the beauty and health wellness industry as early as 2012, and operated a number of well-known brands in the industry in South Korea, including Vidivici, Evelom, Natrua Bisse, etc. SWISS PERFECTION is also one of the health products under the group. Our development direction is: “from customers an innovative enterprise that seeks opportunities from unmet needs and challenges the status quo in order to strive for sustainable development.” Therefore, we will carefully analyze the market demand of the country where we are located, and formulate and adjust the development plan for this purpose.

You have experienced the epidemic with us for three years when you came to China. What new changes have the health and beauty needs of the Chinese people after the epidemic?

Since 2010, people have continuously improved their self-requirements, which has led to the rapid development of China’s SPA industry. The relationship between our lives and the epidemic has promoted people’s attention to health and driven the consumption tendency of SPA health care projects. In the past few years, China’s consumption structure is facing constant iterative upgrades. Diversified, personalized and high-quality consumer demand continues to increase. The Chinese consumer market has great potential, which has also established SWISS PERFECTION’s commitment to the development of the Chinese market. With great confidence, actively integrate into the new pattern of China’s consumption development, inject new vitality into the Chinese skin care consumer market with continuous product innovation and multi-dimensional product experience, and bring more to every Chinese consumer who pursues individuality and high quality skin care regimen.

You have experienced the epidemic with us for three years now. What new changes you see in China, for the health wellness and beauty needs after the epidemic?

Since 2010, people have continuously improved their self-requirements, which has led to the rapid development of China’s SPA industry. The epidemic has promoted people’s attention to health and driven the consumption tendency of SPA wellness and healthcare projects.  In the past few years, China’s consumption structure is facing constant iterative upgrades. Diversified, personalized and high-quality consumer demand continues to increase.

The Chinese consumer market has great potential, which has also been central to establishing SWISS PERFECTION’s commitment to the development of the Chinese market. With great confidence, we are committed to actively integrate into the new pattern of China’s consumption development, inject new vitality into the Chinese skin care consumer market with continuous product innovation and multi-dimensional product experience, and bring more to every Chinese consumer who pursues individuality and high-quality skin care regimen.

For skincare and SPA, what are the preferences of Chinese people, and what kind of products do they like?

Chinese people prefer products that are functional and effective. Due to the rise of new retail, the segmentation of mass consumption is obvious, and more and more people tend to consume experientially, and terms such as personalization, diversification, quality, and high-end luxury have occupied the brand consumption market. As a leader in the Korean distribution industry and with an understanding of the Chinese market, we have introduced a variety of different brands to cater for the daily care needs of teenagers to mature women. For example, the brand VIDIVICI is moderately priced and is aimed at mass consumers, while the brand SWISS PERFECTION focuses on anti-aging with the power of plant living cells. The target consumers are mainly high-consumption groups aged 25-40, and customers aged 30-35 are the main consumers. As a target, this part of the group has a higher demand and consumption power for the quality of skin care products, and is mainly distributed in China’s first-tier to third-tier cities.

For SPA, it is necessary to cooperate with products that have their own brand power for traffic and repeat purchases.

In addition, what’s the new health trends do you see, are currently in the world in terms of other health regimens?

Due to the faster pace of daily life and increasing work pressure, the needs of the new generation of young people such as those born in the 1990s and 2000s are gradually becoming clearer and they are very much related overal to the concept of “health preservation”. There is a very significant new focus amongst this age group on ensuring that every element of lifestyle is in line with the idea of being healthy and feeling good. This is a major change from the approach of previous generations and relates more than anything to the faster flow of information in the digital age. People are much more aware today than they used to be of the consequences of both poor life habits and good life habits than ever before, and everyone is actively interested in making use of new ideas and methods. With the deepening of Internet medical care, science popularization, fitness, etc., emerging health care methods relying on technology and platform empowerment will improve service efficiency. In the post-epidemic era, more consumers’ health care awareness and capabilities will be greatly improved and optimized. This will have a big impact both on the SPA business and also on products sold for home use.

What kind of market demand and consumption will there be in the next three years? What kind of products will continue to be popular?

In the future, this market is certain to continue to grow rapidly, and the demand will become ever more diversified, and there will be more and more obvious differentiation between different product lines. Consumers will be willing to pay more and more to things that pique their interest and also for things that have a certain exquisiteness. Therefore, products with functional products as selling points will be popular. What we have to do is to continue to focus on new groups of people and meet new needs. There is really no limit to the market. The importance placed upon health as a basic element of life will only increase in the future, and it is our intention to always provide the products and results that consumers require. SWISS PERFECTION is a perfect example of a brand that is certain to do well in the future, as the emphasis and focus of consumers shifts. Luxury means quality amd quality is what consumers increasingly require from all products, especially related to health in any way.

Interview with Mr Tomonari Tai,
Resident Manager at The Sukhothai Shanghai

Mr. Tomonari Tai has been in the hospitality industry for over 20 years and has worked for various luxury hotels under the brands of Hilton, Sofitel, Shangri-La and The Ritz-Carlton. His footsteps cover three continents including mainland China. He has undertaken different roles in hotels over the years and was promoted to Executive Assistant Manager, Rooms at The Ritz-Carlton Beijing, Financial Street before he joined The Sukhothai Shanghai. He manages the hotel services in a professional way with an elegant personal touch, leading the hotel’s well-trained operation team with his deep expertise.

“While the golden rules of services may be well established, I believe it is the details that make the difference and only by doing each service, big and small, perfectly can one create a memorable experience for the guests,” said Tomonari. “The most important part is to try to create some joyful experience with wellness.” In addition to his mother tongue Japanese, Tomonari is fluent in English and French, and can also speak some Mandarin and Shanghainese. SpaChina interviewed him.

The Sukhothai Shanghai has always positioned itself in the health and fitness space.  What benefits does this wellness concept positioning bring to the hotel?

At The Sukhothai Shanghai, our wellness concept was thoughtfully defined, developed and executed since our pre-opening stage in combination with our design elements.  For instance, our guests immediately fall into ZEN to nourish their mind and spirit in front of “Tian Chuang” with natural daylight, surrounded by natural stones at The Retreat reception area located on the lower ground level.

The calming room and energising room are fully soundproofed and allow our guests a sound therapy with singing bowl, meditation or any other wellness activities. A-state-of-the-art fitness studio is equipped with the latest machines to ensure every workout need is fulfilled. A 25-metre heated indoor pool surrounded by natural stone invites guests into the “Serenity”.

The Retreat comprises five treatment suites and each configuration is designed as “an independent villa in a villa” to deliver bespoke wellness experiences to guests with varying needs. A semi-private relaxation area with a wide range of books such as related to nature, arts and cultures is situated in the center of The Retreat for our guests to enjoy a peaceful time after treatment.

People’s wellness concerns have drastically increased in recent years mainly due to the pandemic. Sadly, people feel stressed and have tended to lose their passion. We are fortunate to co-operate with Ms. Victoria Svyatenko, our singing bowl instructor for five years by now. The Retreat was one of the pioneers to introduce authentic sound therapy by a quality-focused certified individual and her sound therapy truly promotes mental wellness. Furthermore, it is our joy of having a long term co-operation with Mr. Jacky Chen and his professional team to provide tailor-made personal training for our customer to improve their immune system. The personal training experience is a key point and our guests love it.

You have been experiencing the pandemic with us in China. From your perspective, what changes have taken place in the health and beauty needs of Chinese people in recent years compared to pre-pandemic?

In recent years, the pandemic has entirely changed our lifestyle by making our lives more stressful.  According to a World Health Organisation survey in 2022, depression and anxiety disorder rates have increased by 25% globally. People feel stressed, and obsessive-compulsive disorders are getting severe.

These days, people focus on both mental and physical health. For instance, sound therapy with singing bowl and gong at Tian Chuang makes people feel calm and relaxed. In recent years, more children experienced our sound therapy too. Personalised training helps our guests sustain healthy workouts and exercise habits.

In the beauty, more and more people has Maskne (Mask-induced acne) due to wearing face masks for long time for past 3 years.  This is caused by both physical and emotional condition and balance, and can no longer be solved with a simple physical method of facial treatment.  The Retreat offers a unique nursing concept by intelligence technology skin treatment with Wishpro Magnetic Infusion Technology based device, combined with 13 patented serum infused capsules to enhance the effects.

What are the new needs do the guests in the SPA and Fitness of Sukhothai Shanghai have in recent years? What projects, treatments or wellness packages do you offer to meet these new requirements?

We have hosted quite a number of high-end skin care / beauty product launch events at The Retreat. Since last year, The Retreat organised Wellness Open House periodically to invite our loyalty guests, potential customers and influential individuals to experience the quality of being in good health as an actively sought goal through an interactive, experiential, educational wellness journey during the open house. For instance, sound therapy with singing bowls and gongs at pool side, personal training with certified trainers, recovery devices trials and essential oil blending. It is truly appreciated by all participants and business partners, and we look forward to organising more meaningful collaboration events.

Take the wellness home and learn wellness at The Retreat. In November 2022, we were thrilled to host the Centenary of BRIDESTOWE from Tasmania, Australia and The Journey of Stress Management at The Retreat. We are proud of our long-term collaboration with BRIDESTOWE to design together and introduce “The Sleep Well Therapy Treatment”, adapting their camphor-free natural lavender products, to promote our guests’ physical well-being, and also help them to reduce stress levels. We want our guests’ wellness concept acquired at The Retreat to continue at their home.

In the next three years, what kind of health projects do you think will be popular, and what plans does Sukhothai have to cover this?

Not all of us has a perfect health condition and I foresee people’s health consciousness will continue to increase both mentally and physically.  “Mental Wellness” and “Rehabilitation Therapy / Physiotherapy” are what The Sukhothai Shanghai has focused on and will further focus on. As part of our mental wellness program, The Retreat has introduced sound therapy (since 2018), Singing Bowl Massage (since 2021), Sleep Well Therapy (since 2022).  Meanwhile, each year new wellness tools such as additional fitness equipment, Pilates Bed and Reformer, are added to The Retreat to enhance our wellness program.

Interview with NEIWAI ACTIVE,
conveying unique healthy lifestyle

As an independent sports brand of NEIWAI, NEIWAI ACTIVE always pays attention to the physical and mental state of contemporary women in sports life, and is always focused on optimizing body feelings, the sharing of free energy, and the release of vitality. Inspired by ballet’s delicate balance of softness and strength, NEIWAI ACTIVE offers a range of designs for any activity, including yoga, Pilates, strength training, tennis, Frisbee, skateboarding, and others. Combining textured performance fabrics, elegant aesthetics, and functional designs, this activewear line provides multi-purpose, versatile sports clothing for a variety of lifestyles.

What kind of people are the current NEIWAI ACTIVE products aimed at?

Our main target group is the 25-35-year-old new middle-class women who pursue comfort, texture and design, and have a strong sense of self-reliance.

At present, we have more than 4 million social media fans online, and we are able to reach loyal users of the brand through a wide variety of channels. The offline business also continues to expand and is now in more than 40 cities across the country, with more than 140 offline brand experience stores, covering high-end core business districts in first- and second-tier provincial capital cities.

What types and series of NEIWAI ACTIVE products are there?

NEIWAI ACTIVE currently has three major product segments.

The first section is “Move”.  In this segment we use dance as the source of inspiration for the series, focusing on high-quality differentiated products. It includes costumes suitable for ballet, modern dance, fitness dance and other professional clothing and styling.

The second section is “On Spot”. This is the foundation of our business, and includes apparel suitable for a wider range of sports scene needs, and all sorts of indoor and outdoor fitness training wear. The core category is sports bra/leggings, which is also our most popular category aimed at middle-class consumers. For example, starting from the representative back design, we launched the VMX multi-intensity sports bra series, which allows urban women to easily identify and choose sports bras that suit their exercise intensity in multi-sport scenes. The series has received very good reviews.

The third section is “On The Go”. We believe that future dressing must be more in line with urban women’s dressing habits and also take into consideration climate change, so we have developed light sports casual clothing that is suitable for all kinds of travel and has both fashion sense and functionality, and can accompany women in multiple scenes.

You have collaborated with female artists and carried out cobranding activities with some brands. Why do you do this?

We have always been more cautious in the selection of cooperation candidates and brands. All cooperation is promoted around the extension of brand value and brand image.

On the one hand, our intention is that we hope through exchanges with artists, we can jointly speak out about feminist topics in various forms, and continue to deepen our brand thinking. Through the cooperation with designers, we emphasize and highlight the original pioneering design and excellent texture of the brand, and constantly bring the freshness to users and consumers.

On the other hand, by holding activities with a range of excellent brands, we look for cooperation themes that are consistent with our brand and theirs, and together convey brand thinking to potential customers in a more interesting and lively creative form. Young people interact and communicate so naturally.

What kind of sports do young people like today, and what benefits do they get from them?

The NEIWAI ACTIVE Heat Club accompanies and encourages urban women to explore various sports, ranging from trendy sports such as Frisbee and Surfskate to professional courses such as yoga and dance. Of course, young people always love to play trendy sports, but at the same time they are also interested in relatively traditional and professional sports. Social enthusiasm, fun and sports effects are all points that are attractive for them.

Another aspect is that community activities allow us to stay in contact with users on the front line and gain more authentic information about products and brands, which can be fed back to the front-end design, production and other links, helping us to continuously improve and to iterate our products. A very important point is that NEIWAI ACTIVE itself is also composed of a young team, playing and practicing with everyone is fun, and it also brings us the purest sports pleasure.

What kind of spiritual healing activities have you done?

Body, mind and soul healing activities have always been an important part of NEIWAI ACTIVE community activities. Recently, the “Healing Wave” workshop which we held in cooperation with D. LAB DANCE, and the “Gentle Flow & Hand Pan” activity which was held in cooperation with GAO Yoga. This workshop incorporates the concept of both body and mind healing as the two are inevitably inseparable. All members of the NEIWAI ACTIVE Heat Club are eligible to sign up for activities independently.

Through such activities, we hope to make more and more people realize that health is not only about the body, but also about the mind and about the spirit. NEIWAI ACTIVE is willing and able to accompany everyone in the never ending exploration for a more perfect state of health from the inside out.

What is the development plan for the next three years?

In the next three years, it is hoped that we will be able to open up more independent stores in order to provide consumers with a more complete and comprehensive brand experience. We are also planning to join hands with more hot spaces and hot partners to implement the idea of “Empowering women to express themselves through sports” in more diverse community movements, gather strength, and better convey the unique healthy life that belongs to NEIWAI ACTIVE Way.