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RETAIL | Tony Chua, Singapore
Published: 01 Oct 10
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OSIM turns 30 with fresh look and retail concept

Shop provide luxurious massage chair rooms and stylish trial pods ready to pamper customers.

Lounge in a luxurious massage chair room, in total privacy, or play with the latest lifestyle gadgets at a trial pod … these are some of the latest offerings awaiting customers when they enter a new OSIM shop.

The leading healthy lifestyle company turns 30 this year, with a younger, fresher image, aimed at enhancing the customer’s well being with a more enjoyable shopping experience, according to an OSIM report.

One will enjoy more personalised features in an OSIM shop, with experiential corners like a Trial Pod, which enables customers to try products in an intelligent setting, like uKimono Mini, uMist, uDolly, uVision, uCrown 2, uPampie. New VIP massage chair rooms will allow customers to enjoy a good massage in an OSIM massage chair in total privacy and luxury.

With a new mission, “Inspiring Well-Being,” OSIM has lined up a strategy to reposition itself, inspiring people to take control of their own well-being, working towards feeling great and looking good. The universal appeal of the new OSIM brand identity will also help bring it into new markets, bridging different cultures with a common desire for health and well-being.

The new OSIM brand introduces a friendly icon in the form of a colourful person, representing the focus of OSIM as a customer-centric brand. Its cheerful glow signifies OSIM inspiring one’s well-being, and helping its customers to feel great (on the inside) and look good (on the outside). The colours of the icon represent the environment (essential to customer's well-being): Orange depicting the Sun as the source of energy, Green depicting the natural environment), and Blue representing water.

OSIM will now offer products in distinct categories:-
(a) Relax and Relieve (for stress-relieving and massage)
(b) Tone and Shape (for body toning and calorie-reducing)
(c) Check and Measure (for health monitoring)
(d) Clean and Purify (for air purifying, combating impurities, allergens and bacteria).

The new layout allows customers to better enjoy the use of products in the same category, and navigate more easily within the store, for a better shopping experience.

OSIM is known for its line-up of celebrity endorsements which include luminaries like Gong Li, Lin Chi Ling, S.H.E, Michael Wong, Liza Wang and Louis Koo. Stars will continue to grace OSIM’s products as it enters into its next phase of growth, especially into Asia.

“We have gained greater market share and strengthened our leadership status, and today we celebrate our 30th year with greater resilience and vigor,” says Mr Ron Sim, Founder and CEO, OSIM International.

OSIM worked with international brand consultant, Interbrand, to conduct an extensive regional study to better understand consumers’ changing needs, how the OSIM brand drives demand, and ultimately how it creates value. Extensive research was carried out across the key markets, with consumer insights instrumental in repositioning OSIM for the future.

With better understanding of its customers’ needs, OSIM will better its specialty retail management and enhance product offerings to tailor to different consumers. In addition, it will embark on a new strategy of acquiring global and promising brands to maximize their growth in the strong China market. It will also strengthen its franchise network, which presently spans over 25 cities.

OSIM continues to focus on a strategic business matrix of targeting the growing middle class in Asia and effectively operating its specialty retail outlets to create demand for its products. Globally, OSIM has 566 OSIM shops, 148 GNC shops, 312 Brookstone shops and 48 RichLife shops. OSIM currently has 433 outlets in five key countries of Singapore, China, Hong Kong, Taiwan and Malaysia. Beyond these, there are 133 OSIM franchised outlets in over 20 other countries.

While the OSIM continues to develop its business in all 29 countries globally, China will be its focus for the next lap. The country has 228 OSIM outlets and 48 RichLife outlets, in 35 primary cities like Shanghai, Beijing, Guangzhou, Shenzhen and Chongqing. Singapore remains OSIM’s headquarters.

The company is Asia's No.1 brand in healthy lifestyle products today, with more than 1,074 outlets in 223 cities across 29 countries in Asia, Oceania, Africa, the Middle East, Europe and North America. OSIM was founded in 1979. In the late 1980’s, its business model evolved from one of trading products to developing products.



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