shiseido started a voluntary chain store system in 1923.under this system,the stores, operated by independent owners,did not have to pay franchise fees to join,and the owners were free to leave at any time.however,these stores were required to provide exclusive retail space for shiseido, and the product s had to be sold through consultative selling by trained staffers provided by shiseido.shiseido opened thousands of stores in japan and remained the market leader,despite the entry of and intensified competition from western cosmetic companies.the shiseido chain store system also helps to act an in formation medium,which transmits the latest beauty information including knowledge about skincare fashion,and hairstyle trends,to japanese women throughout the country