January 18, 2010
Million sellers of commodity, increasing in functionality
| Though Japan economy is still in recession, a series of million sellers of household goods appear in the market recently. It is because of the growing demand for functional daily goods by the trend of Sugomori; that is people hold themselves back from going out and stay home to save their living expense. Kobayashi Pharmaceutical Co., Ltd brought out the paper bag with specialty metal processed sheet for cooking roast fish in a microwave in Sep. 2009 (at retail price of \315 for 4 pieces) and shipped more than a million units just within a month. The growing tendency of less eating out and fitness fad have pushed the sales and its easiness of cooking preparation and cleaning up have met the demand of working women and double-income family. S.T. Corporation had sold 1.78 million units (including refill products) of its deodorizing air freshener with a renewed package in three months since last September. It is a battery-operated deodorant that automatically spouts out fragrance at regular intervals and maintains longer-lasting effect compared to the conventional ones (liquid and jellylike). It also grabbed the consumer’s mind to use a deodorant without a waste as much as possible. Lion Corporation set its eyes on the growing consciousness of the prevention of periodontal diseases. Its electrical toothbrush can remove the plaque between one's teeth and under the gum line by vibrant micro brushes developed with its original technology. It pursued the reduction in weight and noise as well. They had sold 0.3 millions of toothbrushes and 0.2 millions of replacement brushes in six months since it was launched in April 2009. They estimate it is a matter of time to achieve a million unit shipments. Generally it is said that the commodity industry is insusceptible to economical recession but current worldwide depression and progress of deflation are hitting these companies hard and they are subjected to great pressure to cut prices due to the low-end consumers needs. Nevertheless consumers are getting wiser not to choose just a cheap item but to buy one in better quality and function at reasonable price. To maintain the earnings, companies are trying to develop hit products to meet customers’ needs and to match for their lifestyle and it is expected these efforts make a beginning of getting out of the deflation. |
