TRUMPF CORPORATION - Kanagawa Prefecture · TRUMPF CORPORATION After 36 years in Japan, 8 sales...
Transcript of TRUMPF CORPORATION - Kanagawa Prefecture · TRUMPF CORPORATION After 36 years in Japan, 8 sales...
TRUMPF CORPORATIONAfter 36 years in Japan, 8 sales offices are established to offer nation-wide services
“Except risk of exchange rate fluctuations and
earthquakes, everything in Japan is OK,” says
company’s president, Hartmut Pannen. He has lived in
Japan for more than 20 years. So, we asked him why
and the following are his reply to the reasons.
Attracted by the size of the Japanese machine tool market
which was the second largest in the world, we launched our
business in Japan 1977. By establishing an office in Japan, we
expected that we could precisely monitor Japanese customers’
needs and take advantages over our competitors in view of
development.
Moreover, we had focused on the world’ largest two machine
tool makers located in Germany and Japan. We were able to
identify what German company was doing in Germany, and to
develop our own models to compete against our competitor.
Likewise, in coping with Japanese competitors, we needed to
develop our models to beat them. We, therefore, thought that
to establish an office in Japan was essential.
After the business launch in Japan, we faced difficulty in renting
an office. A lease contract is written in Japanese and it is often
the case that unlike the global standard, the rights of a tenant
are very weak. Additionally, it is necessary to pay the security
deposit, and the rent rises whenever the contract is renewed.
Confronting with these Japanese real estate practices, we felt
that it would be difficult to develop a long-term business plan in
Japan.
However, the German Industry Park (GIP), where our
Japan office is at now, uses a contract written in English
and employs a property management system similar to
German’s. Additionally, introducing sufficient measures against
earthquakes which consider Japan’s weak point, the facility
is designed to withstand quakes from an earthquake and
also equipped with safety systems, including in-house power
generator when to run at the time of power failure.
The success of our Japan business is due not only to our
higher-level technologies, but also to the excellence of
Japanese staff members. Although our group consists of 50
companies in the world, Japanese employees are outstanding
by keeping the highest motivation. Also, Japan’s work
atmosphere and corporate culture are genuinely superb.
Compared with the third year sales after opening the
Japan office, our current sales have smoothly increased to
approximately 20-fold. Our future target is not only to sell
German machine tools, but also to make and develop those
in Japan. Actually, we have tried to do so for these 30 years,
although there was a hiatus at one time.
Thus, we have realized that it is a difficult
challenge. By utilizing the capabilities of
our staff not only from the manufacturing
and development sections, but also from
the automation, tooling, and software
sect ions, we would l ike to focus our
efforts on manufacturing and
development, thereby
striving to double our
s a l e s a n d m a r k e t
share.
Entrance of TRUMPF TruMatic 6000 fiber, the company’s latest model
Mr. Hartmut Pannen, President, Representative Director
❻ TRUMPF CORPORATION
Japanese market size is more attractive than anything else
Future target: manufacture and development in Japan
Our success is due to the excellence of Japanese staff
Address 〒226-0006 1-18-2 Hakusan, Midori-ku, Yokohama, Kanagawa
T E L +81-45-931-5710 F A X +81-45-931-5714
Established November, 1977 Capital 100 million yen
No. of employees 130 Headquarters Germany
Business Import and sale of laser oscillators and sheet metal fabrication equipment, and related services
Representative Hartmut Pannen, President, Representative Director
Contact [email protected]
U R L http://www.jp.trumpf.com
Company overview
GIP commemorative plate
Kanagawa was selected as one of our options for establishing an office in Japan because of the friendly, interactive, long-term relationship between Kanagawa and Baden-Württemberg State in Germany where our German head office is located. Kanagawa costs less than Tokyo. Since our customers were dotted across Japan, there was no need to stick to Tokyo. We eventually concluded that Shin-Yokohama would be an ideal, as there was a Shinkansen station close by, which would provide us with good access to the customers throughout Japan, and TÜV Rheinland, an international certification service provider, has its Japan office in that area.In 1987, 10 years after our Japan business began, we moved to GIP. It was immediately after GIP opening. A major reason we selected GIP was that there were no buildings in Shin-Yokohama spacious enough to have a showroom for the customers to observe our large machinery besides an office. In addition, our company owner was deeply involved in constructing GIP, a symbolic building accommodating many German companies.
Although we sell machine tools all over the world, some products for the Japanese market are different from our universal specs. What makes the Japanese market very special is that in Japan it is necessary to make even a small change to adapt our products to the unique Japanese standards. In Japan, there are many large manufacturers, which are proud of playing a leading quality role in Asia, and Japanese engineers tend to create their own rules.In addition, component manufacturers also make various
There are a plenty of renting facilities for foreign companies in Kanagawa.One example is GIP(German Industry Park) which Trumpf has involved in construction and has been renting it since establishment.
improvements in response to customer’s requests. There is no country in the world that can surpass Japan in making demanding requests. It is expected that Japan will continue creating its own strict rules due to its fastidious care about quality rather than just accepting the global standard. We are confident that we can accommodate such rules.A good example of this is our warranty system in Japan. Customers in Japan have some anxieties that after purchasing imported machines, it would cost a lot if something went wrong with the machine. To relieve this anxiety, we have initiated five-year free warranty system, which is not available for our group except Japan.As for the comparison of Japanese and German corporate cultures, both countries have the cultures in meeting deadlines and promises, and achieving set targets. However, when it comes to discussion, there is a difference. Japanese respect harmony with others when a participant in a discussion often tries to obtain agreement from others. While, in Germany, even if they put the same goal, people insist on their own opinions, and the discussion tends to become very heated.
Japan has a high standard of public safety, a well-established legal system, and a sound financial system. If you wish to promote businesses in Japan, this country is a very safe choice.When transfer to Japan, many German business people move to Japan with their family. In Kanagawa, there is a German school, which helps such families maintain comfortable life.
Renting facility (Feature of GIP)
❻ TRUMPF CORPORATION
Japanese market size is incredibly attractive
German school in Kanagawa helps family maintain a comfortable life
Moved into the GIP after 10 years of business in Japan
Combination Equipment maintenance support Specility network
・Combine necessary functions to proceed
R&D, production, management, distribution,
and sales
・Technical support for moving in
・Support for administrative procedure
・Administrative netwark with Kanagawa
prefecture and Yokohama city
・Suppot from German Chamber of
Commerce & Industry
Renting facility Support for moving-in Support for business activity
German Industry Park (GIP)
Kanagawa's fascinating point
Market
Humanresources
Cost
Internationality
Livingenvironment
Access
Company's opinionKanagawa is a very good place to live, blessed with nature, faces the sea and rich in greenery and has many commercial & entertainment facilities. Moreover, there are districts appropriate for doing business, such as Yokohama. Kanagawa is truly a place with good harmony between life and business.
Employee's impression
Ⅱ.
Eu
rop
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Oxford Immunotec K.KWider recognition of the product a year after the launch of the business in Japan
In Japan, more than 20,000 persons annually develop
tuberculosis (TB), and approximately 2,000 persons die.
Moreover, it is said that there are many people in Japan
who do not develop TB but are latently infected. TB is
not a thing of the past; it is still one of the most serious
diseases today.
In June 2012, Oxford Immunotec was established and
launched the sales of T-SPOT®.TB , a blood test kit
to diagnose TB, in Japan. An interview is, therefore,
set with Michitaka Nakao, Managing Director of the
company. He talks about the current situation of the
one-year-old company.
In Japan, a Tuberculin test has been long the means to
diagnose TB infection. However, this method requires
examinees to visit their medical institutions again a few days
after their tests in order to check the test results. Another
problem is that some people react to BCG vaccine even
though they are actually not infected with TB. T-SPOT®.TB
is a solution to these challenges and provides another option
to considerably reduce the burden test site incurs from TB
diagnosis.
Currently, this product is used for TB infection screening for
medical staff and also for TB infection tests to be conducted
prior to the treatment of an immunosuppressive therapy for
articular rheumatism and its related patients. This test product
is, therefore, characterized by its wide application even outside
the field of respiratory organs.
Our business is growing steadily. Also, the employment of staff
is progressing smoothly.
As for our future business prospects, we would like to further
develop the current TB infection diagnosis market. In addition,
we would like to ensure that the product is highly recognized
in the fields where TB tests have not yet been fully introduced,
although its implementation is recommended. For instance, a
guideline indicates that TB tests are recommended for patients
in an immunocompromised state, as those patients are prone
to developing TB. Nevertheless, TB tests have not been fully
conducted yet. In this regard, we would like to appeal the
necessity of TB tests. Due to our resource limitation, we had
rather limited promotion activities
so f a r , we wou ld l i ke t o
reinforce this area to ensure
that medical institutions,
which conduct TB tests, will
proactively acknowledge our
product.
T-SPOT®.TB
Mr. Michitaka Nakao, Managing Director
❼ Oxford Immunotec K.K
Attracted by the Japanese market Striving for even wider application
Addres 〒213-0012 Kanagawa Science Park, 3-2-1 Sakado, Takatsu-ku, Kawasaki, Kanagawa
T E L +81-44-819-8088 F A X +81-44-819-5008
Established June, 2012
Headquarters U.K.
Business Marketing of in-vitro diagnostic tests
Representative Michitaka Nakao, Managing Director
Contact [email protected]
U R L http://www.tspot-tb.jp
Company overview
Headquarters in the U.K. Inspection
We emphasized convenient access to Haneda Airport and
the Tokaido Shinkansen to cover the whole Japanese market,
as well as to cover the three key markets in Japan – Tokyo,
Nagoya, and Osaka. When compared with Tokyo, office rents
and other costs are lower in Kanagawa. Moreover, Kanagawa is
the area we can hire superb individuals who possess high-level
expertise and skills but find it difficult to commute to Tokyo.
Another reason why we selected Kanagawa is that Yokohama
is the home of our partner company which assumes
responsibility on safety control and quality control in Japan as
the designated manufacturing and selling partner under the
Pharmaceutical Affairs Law. This enables us to complete our
business, including logistics, within a limited area. This is an
important aspect of our business.
However, experts in the pharmaceutical affairs consulting companies
with know-how on foreign companies, also in the accounting firms,
and in the advertising agencies, are mainly located in Tokyo. This
makes us feel inconvenient as it takes time to travel to Tokyo..
Our business success is largely due to our success in
employing right people. There is an argument that it is difficult
to hire people with good English capability. But, at the same
time, we must be conscious about where English is needed or
not needed. There is a tendency that English is inevitable for
foreign affiliated companies . We believe that in order to excel
with business in Japan, it is necessary to play the role under
the Japanese business practice. Consequently, we did not put
emphasis on English proficiency, except for certain positions.
I was lucky to have an opportunity to work at the U.K.
headquarters before establishing the Japanese subsidiary.
When initiating businesses in Japan, some foreign companies
often employ local country managers in Japan. In such cases,
there is a concern about discrepancies in understanding the
corporate values and communication issues between the
headquarters and branch offices. I feel that it is better to ensure
that country managers spend as much time as possible at their
headquarters to familiarize themselves with the headquarters’
values before beginning to work in Japan. Another option is
to send staff from the headquarters to Japan, free from the
preconceived idea that the representative of a Japanese
company must be Japanese. While it is said that each country
has its own customs, this does not mean that Japan is very
different from other countries.
The living environment of Tokyo is different to Kanagawa’s.
Tokyo is a certainly convenient place, but the area does not
provide the comfort as Kanagawa does. At the same time,
you need to be close enough to Tokyo to carry out effective
business. Kanagawa is rightly placed for this purpose. If you
respect an environment where your employees can work
comfortably, Kanagawa is a very good choice.
Kanagawa's fascinating point
Key to success: right person in the right place employment
Importance of developing country managers
Peace of mind – Kanagawa’s most attractive feature
Emphasis on access, partnership, and human resources – behind the decision to begin the business in Kanagawa
Company's opinion
Facing the sea, Kanagawa has a bright and advanced image. Kanagawa is a comfortable place to live and work. The prefecture offers a life well balanced.
Employee's impression
Preparation for business launch in Kanagawa
Renting an office at IBSC (***) Tokyo
Searching for available real estate
Establishment of Japan subsidiary
Briefing Press releasConsultation about domestic issues
at the Kanagawa Prefectural
Institute of Public Health
Collaboration of Kanagawa
prefecture, Kawasaki city
and JETRO Yokohama
Provision of informationThe information on
available real estate in
Kanagawa
One-stop serviceFree consultation by
licensed tax accountants and
administrative scriveners, etc.
❼ Oxford Immunotec K.K
Kanagawa prefecture, Kawasaki city (*) and JETRO (**) Yokohama provided various supports and the information on available real estate in Kanagawa at the preparing stage for launching the business in Japan.
* Kanagawa prefectural and Kawasaki municipal governments, ** the Japan External Trade Organization, *** the Invest Japan Business Support Center
Support from public organizations
Market
Humanresources
Cost
Internationality
Livingenvironment
Access
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Eu
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SuperElectronics Japan Co., Ltd.Promoting offshore development in China and solving shortage of IT engineers in Japan
“Offshore development in IT industry means IT
service trade” said Mr. Yoshimasa Zou who is the
representative director of SuperElectronics Japan
Co., Ltd., DLSE’s subsidiary in Japan and the founder
of Dalian SuperElectronics Co., Ltd. (DLSE) which
was established in 2004 in Dalian, China. He talked
about Japanese IT industry; such as Japan which is
experiencing a declining birthrate will face a shortage of
IT engineers in the future and this will create the need of
more foreign engineers than now.
In 2007, we opened DLSE’s Japan branch in Yokohama to
promote our IT businesses to Japanese companies. In 2011,
to further expand our business, we founded a Japanese
subsidiary. This smoothed out the process of contracts and
visa acquisition for Chinese engineers to visit Japan. Although
we were initially worried about many things including various
contracts and employee’s social insurance, we were later
relieved to know that since there were clear legal standards
in Japan, we did not have to worry about any at all when to
comply with the relevant laws.
The two cores of our company are offshore development
and maintenance service. In the offshore
deve lopmen t , we d i v i de a sys tem
development into two flows; one flow is
in Japan and the other in China. This
will minimize the time and cost. First,
DLSE’s engineers visit Japan to work
with the customers at either plants
or shops to define requirements and
make an outline design (*1). We, then,
conduct a detailed design, programming,
and tests in China. This makes us secure
necessary engineers at a lower
cost in China. Last ly, we
de l iver and re lease our
developed system to the
Japanese customers. In
maintenance service, our
emp loyees s ta t ioned
at our customers add
system functions for
changes to meet the
relevant laws.
When we launched our businesses in Japan, we had three or
four employees. Since then, we have steadily grown up in sales
and the number of employees. Our group’s current target is to
manage weak yen. Since Japanese customers want to avoid
any exchange risks, payments are done by Japanese yen.
Thus, DLSE is to cover weak yen’s exchange loss. To solve
this, DLSE is reviewing our operations to upgrade productivity.
In coping with Japan’s graying society and declining birthrate,
we have two future targets to achieve in Japan. One is to
contribute to the aging society through IT technology. We
would like to, for example, provide products and services
to support senior citizens in their daily life by sending an
emergency message or remotely monitoring conditions when in
emergency.
The other is to solve the shortage of IT engineers in Japan and
this is to cope with the declining birthrate. We think Japan will
need to use more foreign engineers. In this respect, we want
to invite many excellent Chinese engineers to Japan to solve
the IT engineer shortage in Japan. And this will also provide
opportunities for Chinese engineers to demonstrate their
capabilities in Japan.
Mr. Yoshimasa Zou, Representative Director
❽ Super Electronics Japan Co., Ltd.
Established a Japan subsidiary to expand businesses
Future Targets: Supporting Japanese senior citizens and solving the shortage of engineers
Two cores: offshore development and maintenance service
Address 〒231-0063 805, Daiici-Sokuryo-Sakuragicho Bldg., 1-18 Hanasaki-cho, Naka-ku, Yokohama, Kanagawa
T E L +81-45-261-7903 F A X +81-3-6203-8384
Established September, 2011 Capital 10 million yen
No. of employees 29 Headquarters China
BusinessSystem development, maintenance service, offshore development, and localization of Japanese software products into Chinese
Representative Yoshimasa Zou, Representative Director
Contact [email protected]
U R L http://www.dlse.com.cn/jp
Company overview
*1 Basic flow of offshore development
Kanagawa's fascinating point
❽ Super Electronics Japan Co., Ltd.
Visit headquarters in Liaoning Province, China
Establishment of Japan branch
Renting an office at IBSC (***) Kanagawa
Application for subsidy
Company's opinionEmployee's impression
Briefing Delivery of subsidyProvision of information on
prefecture’s support project and
IBSC Kanagawa from Kanagawa
prefecture’s Dalian office
Yokohama city delivered
subsidy for office rent
One-stop serviceIntroduction of licensed experts, such
as licensed tax accountants, judicial
scriveners and etc. Provision of information
on procedure of branch registration
Press releaseCollaboration of
Kanagawa prefecture,
Yokohama city and
JETRO (****) Yokohama
Entrance and office of Dalian Super Electronics Co., Ltd. (DLSE)
Market
Humanresources
Cost
Internationality
Livingenvironment
Access
In this prefecture, you can retain the best work-life balance.
Information by Kanagawa prefecture’s Dalian office was provided before launching the business in Japan. One-stop service was provided by Kanagawa prefecture (*) when to make a Japan subsidiary. Yokohama city’s (**) subsidy for an office rent was used when the subsidiary in Japan was established.
Support from public organizations
When thinking of making our office in Japan, we got to know
Yokohama through Kanagawa prefectural Dalian office
promotion. Yokohama’s convenient access and foreigner
friendly environments are attractive as it takes only 30 minutes
to the metropolitan area and has Chinatown. But, what has
attracted me the most is that Yokohama is similar to Dalian.
Both have ports and ocean. And the cityscapes are alike.
If you think of launching a business in Japan, I recommend
you collect information from the relevant local government and
JETRO. You can, then, consult with them about any concerns.
By receiving support from these public organizations, you can
find the way how to proceed and promote your business plan.
You can then minimize any risks when to start your business in
Japan.
Although many companies in Dalian have launched businesses
in Japan, our company is highly evaluated as our business is
steadily growing and our employee retention rate is high. We
respect our employees, as indicated by our employee stock
ownership plan. Under the plan, employees who meet specific
conditions can buy company stocks with lesser price. Through
this plan, we want our employees to have a dream with the
company.
Although Japan and China maintain kanji culture, there are big
difference in its ideas and services. In business, for example,
punctuality is respected in Japan. It is no good to come too
early or too late. You must come at the designated place only
a few minutes earlier than the appointed time, while Chinese
are not as punctual as Japanese. But they are becoming more
punctual than before. In Japan, it is necessary to make a
reservation for almost everything, such as a business meeting,
a drinking party, and a restaurant. While, in China, there is no
custom of making reservations and actually it is often the case
that nothing has been set until the last moment.
Kanagawa has Yokohama, an international and port city.
Moreover, Kanagawa boasts a beautiful natural environment.
You can work in the urban area on weekdays and visit the
suburban area, such as Shonan and hot spring areas, on
weekends. In this respect, foreign people can live comfortably.
Use a support from public organizations
Sharing the Kanji culture but featuring different aspects
Kanagawa’s attractive features: well-balanced work and living environment and international mindset
Promotion from Kanagawa prefectural office in Dalian
* Kanagawa prefectural government, ** Yokohama municipal government, *** the Invest Japan Business Support Center, **** the Japan External Trade Organization
Ⅲ.
Asia
HIHO METAL JAPAN CO., LTD.Using high quality products to pursue business expansion with Japanese companies
Covering a wide range of processes from mine
development, refining of nonferrous metals, and
product ion of raw mater ia ls to product ion of
intermediate materials such as alloys and manufacturing
of aluminum wheels, the Hiho Group maintains
aluminum export performance No. 1 in Korea. In 2012,
the group established Hiho Metal Japan. Mr. Kim Kwang-
ok, Managing Director at the company, described how
the business in Japan has been changed after the
establishment.
I have long worked as a sales representative toward major
Japanese automakers. Before founding our subsidiary in Japan,
we used a trading firm to export our products. After establishing
the subsidiary, however, we began a direct business with the
customers. I feel this has improved efficiency, and enhanced
customer trust in us. So, establishing the subsidiary in Japan
made us deepen business ties with the current customers and
start new sales activities.
Japanese automakers operate their plants on a global basis.
Our group makes our products in Korea and China with sales
offices in Japan, USA, and Europe. This enables us to provide
our products stably on a global basis.
Aluminum wheel in general has
cost structure that mater ia l
cost covers more than half of
the entire cost. However, our
integrated production, covering
from raw materials to finished
products, provides us with cost
control capabilities.
In the automobile industry, parts orders for mass productions
are usually placed about two or three years before sales
release. Accordingly, we expect that our sales in the next
fiscal year will be twice as much as that of this year. There is
certainly a concern about rapid yen depreciation starting this
year. But, we can minimize this negative effect on our profit by
fulfilling our function as a trading firm.
In fact, we are suffering from yen depreciation. Since, however,
we would like to maximize the advantages of establishing a
business base in Japan, we want to focus on sales activities to
develop new customers. Our goal is to start new businesses
with, at least, two major automakers in Japan.
Hiho Metal aluminum wheels used by major automakers in Japan, U.S.A., and Europe
Mr. Kim Kwang-ok, Managing Director
❾ HIHO METAL JAPAN CO., LTD.
Aiming to deepen business ties with current customers and develop new customers
Aiming to create new businesses with major Japanese automakers
Our strengths: global services and cost control thru integrated production
Address 〒231-0001 WBC, 6th floor, Yokohama World Porters 2-2-1 Shinkou, Naka-ku, Yokohama, Kanagawa
T E L +81-45-263-9642 F A X +81-45-263-9643
Established October, 2012 Capital 25 million yen
No. of employees 2 Headquarters Korea
Business Sales and technical support on aluminum wheels for cars
Representative Kim Kwang-ok, Managing Director
Contact [email protected]
U R L http://www.hihometal.com/
Company overview
Plant in China and its full view
Although Kanagawa is not the largest aluminum wheel market
in Japan as Tokyo and Aichi are larger than Kanagawa, we
have decided to place our Japan office in Kanagawa and this is
due to the convenient access to our main customer.
We deliver our products on a global basis, so we often need
to visit our local customers for business negotiations. They
have many of their offices in Kanagawa though, others have
those outside of Kanagawa and we need well-developed public
transportation system to visit such customers. So, we have
decided to launch our office in Kanagawa.
Focusing on reducing miscellaneous work for establishing
an office in Japan, we decided to rent an office at Yokohama
World Business Support Center (WBC), an incubation center
established by the Yokohama municipal government for foreign
companies. At that center, we could receive various office-
related services.
Without having enough knowledge and support from others,
it would be tough to launch a business in Japan from scratch.
Our company started out Japanese businesses in 2004. Since
then, I
made many visits to this country during the last 10 years in
order to continue doing businesses with Japanese companies.
This experience was very beneficial when to establish a
subsidiary in Japan.
If you had a plan to open a business in Japan, I would
recommend that you look for an advice f rom publ ic
organizations. In fact, I was able to solve many problems by
consulting such organizations.
Kanagawa has Shinkansen and also is close to Haneda
airport. These make us easy travel to home and abroad. When
compared with Tokyo, Kanagawa’s traffic network is less
complicated, so I feel less stress when to transfer alone. Also,
since many foreign business people live in Kanagawa, there
are English kindergartens and international schools for their
children. In this respect, foreign families can enjoy their life
without worry.
Kanagawa has many other attractive features; such as many
good sightseeing and entertainment spots where you and your
family can enjoy visiting on weekends. Minato-Mirai district,
where my office is located, is another fascinating spot even for
many Japanese to work and live.
Since this area is close to Tokyo metropolitan area, our
employee commutes from Tokyo. We have no difficulty
securing excellent staff, although the costs for office rental and
other business necessities are lower than in Tokyo.
Kanagawa's fascinating point
❾ HIHO METAL JAPAN CO., LTD.
Renting an office at WBC for quick business launch in Japan
Excellant trafic accessibility and internationality are Kanagawa's attractive points
Our base in Yokohama for convenient access to our main customer
Company's opinion
Kanagawa is a good environment for working and also living. There are many fun places where we visit with our families.
Employee's impression
Consideration on business launch in Kanagawa
Renting an office at WBC
Renting an office at IBSC Kanagawa
Establishment of Japan subsidiary
Briefing Press releaseExplanation on prefecture’s investment
environment, publ ic organizat ions’
support systems by Kanagawa prefecture,
Yokohama city and JETRO Yokohama
Collaboration of
Kanagawa prefecture,
Yokohama city and
JETRO Yokohama
One-stop serviceFree consultation by
licensed tax accountants
and administrative
scriveners, etc.
Opening supportVarious supports
relevant to renting and
establishing an office
Kanagawa prefecture, Yokohama city (*) and JETRO (**) Yokohama provided briefings at the preparing stage for launching the business in Japan. Various relevant supports were conducted while moving into WBC from IBSC (***) Kanagawa.
* Kanagawa prefectural and Yokohama municipal governments, ** the Japan External Trade Organization, *** the Invest Japan Business Support Center
Support from public organizations
Market
Humanresources
Cost
Internationality
Livingenvironment
Access
Ⅲ.
Asia
●
Mamirobot Japan Co., Ltd.Breaking into the Japanese market with Korea’s No. 1 hit product
After a U.S. made robot vacuum cleaner was released
to the Japanese market in 2004, robot vacuum cleaners
have quickly become very popular, and their sales have
been growing dramatically. According to a survey by
Seed Planning, Inc., a market research & consulting
company, it is estimated that sales will be more than
double in the next six years. This promising market has
inevitably lured many companies, both Japanese and
foreign. Mamirobot Japan, a Japanese subsidiary of
a Korean robot vacuum cleaner manufacturer, is one
of them. The subsidiary’s president, Mr. Hwang Joung
Wan, talks about their current business as three years
has passed after their establishment in 2010.
Our group develops and markets robot vacuum cleaners to
target the world market. Our product “Mamirobot PPORO” is
Korea’s best selling robot vacuum cleaner available online. The
product also has become a hit in 10 countries including the U.S.
and Germany, selling 50,000 units a year. The product features
the world’s first wet cleaning function, enabling users to do
vacuum cleaning and wet wiping a floor at the same time. The
product also comes with a handy cleaner, another convenient
feature that allows you to easily clean window frames and
every corner of a house.
We decided to step into the Japanese market based upon
the idea that if we could achieve success in the challenging
Japanese home appliance market, our
products would be accepted by any
other country. Our goal is to attract
Japanese cus tomers who a re
demanding not only the quality of the
products, but also its service.
We have been smoothly expanding sales channels since we
stepped into the Japanese market. Most home appliance
volume sales retailers are now carrying our products. Our
products are also offered through TV shopping as well as
online shopping, especially via company’s website. Along
with the expansion of sales channels, our sales in the fiscal
year 2012 made year-on-year increase of 40%. Also, the
number of employees, which was two when this subsidiary was
established, has increased to four.
Our next goal is to improve the quality of customer services.
We will then promote our products more intensively to large
home appliance volume sales retailers that are not yet carrying
our products, especially when we release new products. We will
also proactively work on making more sales activity to expose
our products on various TV shopping to increase the sales
volume in the end. Japanese consumers tend to think
that U.S.-made robot vacuum cleaners are the best,
but I want to break this prevailing stereotype thinking
by making consumers aware of the advantage on
quality, price, and after-sales service of
our products.
Wide range of colors available for the Mamirobot PPOROMr. Hwang Joung Wan, Branch Manager
Mamirobot PPORO & handy cleaner
Address 〒223-0056 5609 Shin-Yoshida-cho, Kouhoku-ku, Yokohama, Kanagawa
T E L +81-45-590-0025 F A X +81-45-590-0026
Established July, 2010 Capital 9.2 million yen
No. of employees 4 Headquarters Korea
Business Manufacturing, sales, and retailing of robot vacuum cleaners
Representative Hwang Joung Wan, Branch Manager
Contact [email protected]
U R L http://www.mamirobot.co.jp/
Company overview
10 Mamirobot Japan Co., Ltd.
Our goal is to achieve success in the challenging Japanese market
Our next goal is to improve services and increase sales
Smoothly expanding sales channels
●
Mamirobot PPORO at work Hannam Aiteco Building at which the head office is located in Korea
Mamirobot decided to base its Japanese subsidiary in
Kanagawa because Kanagawa is situated close to Tokyo,
Japan’s largest consuming region, making it convenient for
the company to conduct sales activities targeting retailers.
Locating the subsidiary in Tokyo would, needless to say, be
better in terms of efficiency, but maintaining a warehouse to
store products in Tokyo is too costly. Furthermore, Kanagawa
is also advantageous in terms of logistics because our products
are made in Korea and imported via the port of Yokohama.
In this respect, it is important to have our office close to the
port. For Japanese subsidiaries of foreign companies like us,
which import and sell products manufactured abroad, I think
Kanagawa, which is close to large cities and a port, is the best
choice.
Our current issue is the location of the office, which is far
from central Yokohama and even from the nearest station.
These make us difficult to secure human resources. Although
such difficulty still exists, we have devised and introduced a
system that enables the business to run by a small number of
employees.
Kanagawa prefecture, Yokohama city (*) and JETRO (**) provided information at the initial stage when the company was making preparations to enter the Japanese market. One-stop service was used in cooperation with Kanagawa, Yokohama and JETRO when the Japan subsidiary was established.
* Kanagawa prefectural and Yokohama municipal governments ** the Japan External Trade Organization、*** the Invest Japan Business Support Center
When intending to start business in Japan, it is important for
foreign companies to prepare a long-term business plan which
is based on the current market situation and future prospects of
the Japanese market. Japanese preferences and required level
of services may differ from those in the home country.
It is also important to learn Japanese culture. Regarding
management style, for example, Japanese tend to pay attention
to more detailed processes than Koreans and I was sometime
perplexed by this difference.
Kanagawa has advantages in sales; such as population is
large and its location is close to the customers and retailers
with an easy access to various transportations, including
Shinkansen. Another advantage is that Kanagawa has a good
living environment in place with fresher air than in Tokyo.
I just moved to Japan in February this year and had some
trouble with Japanese conversation. So, I am studying
Japanese with my family by going to the Japanese language
classes held by a volunteer teacher. We can meet many other
foreigners there, and these immediate surroundings make us
feel the internationality of Kanagawa.
Kanagawa's fascinating point
Support from public organizations
10 Mamirobot Japan Co., Ltd.
It is important to know not only the market, but also the culture
Kanagawa’s fascinating point is an intimate feeling to internationality
Kanagawa is the best when to think of sales and logistics
Promotion One-stop service Press release
Provision of information by Kanagawa
prefecture, Yokohama city and JETRO
Yokohama Free consultation by judicial
scriveners and licensed tax accountants, etc.
Consu l t ing on the p rocedure o f
company registration and selection of
real estate properties
Consulting by JETRO advisers
Collaboration of Kanagawa prefecture,
Yokohama city and JETRO Yokohama
The company executives’ visiting Kanagawa
Renting an office at IBSC (***) Kanagawa
Launching the business in Japanese market
Market
Humanresources
Cost
Internationality
Livingenvironment
Access
Company's opinion
Urban and advanced modernity is interwoven with historical elements.
Employee's impression
Ⅲ.
Asia