Daiso - The story behind ¥ 100 -Phenomenon | (2024)

History of Katie Cork,Photo's van dov friedmann

Hirotake Yano had an old Toyota Celica, but he recently changed it for a smaller car.Examples of the warehouse or visitors sellers.

His office, tucked away in a corner, has no large window with a view.An organization last year became ATUR 202 billion ($ 1.69 billion) and has around 2,000 stores throughout Japan.

For Daiso Industries, the company is behind the "100 Yen Daiso" space.In the nineties and then.Export on average 30 new stores per month.

Daiso, which means 'Big Warehouse', is located in Hiroshima, Yano's birth city.It is insisted that he is simply 'an ordinary man', the company he has founded, is far from normal.And no quarterly results.He does not know how many companies will be there at the end of the year.

It has certainly strengthened the company over the past six years.Since 1995, sales have risen almost ten times and the Daiso stores now share more than 40,000 lines.

For an organization that grows as fast as Daiso, a lack of planning seems dangerous, but Yano's philosophy has always been to live from day to day."I wait for my fate to lead where I am going," he says.

Hirotake Yano was born Korokurihara in 1943.He comes from a large family of five brothers and three sisters.Look at the attitude comes from the experiences he has had in the past, especially the bankruptcy of the fish of his father-in-law, who took over Yano at the age of 26.

"I have often failed," he says, "and I thought what I tried, would not succeed. In the time of inflation, I often thought about holding it. It seemed absurd to sell things at a fixed price.I continued to walk because I thought there was nothing else that I could do. "

Floating Hiroshima and bankruptcy, Yano went against Tokyo with his wife and young son.Encyclopedia, after only three months when he realized that he was not good at it.

A job in a Garbage Recovery Company turned out to be more profitable and he was able to pay part of his debt.Merchandiser and started working for him.In 1972, at the age of 29, he established his first store named Yano Winkel and showed his goods on a wooden stage.

In 1977 he changed the company name in Daiso Industries and introduced the Universal Award of ¥ 100. Why?Woman, so they decided to make things easier.

"The ¥ 100 currency is the minimum limit where the economy and business activities can be maintained," he says.In 1990 he launched the current Chainstore Business 100 Yen Daiso.

Despite the lack of planning, Daiso Industries has reached a level of success that most companies are jealous of a recent trip to the United States, Yano -comparable companies have visited the SO -driven stores of 99 cents.Of the largest of these, less than a quarter of the Daisos."In Japan, where prices should be very high," he says, "in general we can sell products that are lower than Wal-Mart, and this fact is really satisfied."

When the company started for the first time, it was confronted with a problem with perception - due to the low price, the products must be of poor quality .yano has set its maximum purchase costs at 70 ¥, but discovered that it will be raised by these costs to 80Year, he could buy products for superior quality that were better sold and has improved the reputation of the company with its customers.With so many product lines, only the buyers of Daiso know exactly how much each product costs.

Quality is now very important .yano would like to emphasize that his stores do not sell low quality products.Increase the profit while buying goods of better quality.

Even if the perception is that the quality is not as good as elsewhere, most things are seen as a good value at ¥ 100 - especially when a similar product is for sale five or six times.Yen introduces Plazas a series of 60 tickets that shopping in other stores at 800 ¥.Is another area where quality is generally not cheap.

Products come from all over the world.A quick sniffing through Shibuya's 100 Plaza reveals pottery from Italy, glasses from the UK, France and Korea, pots from Austria, bamboo basket from Vietnam and many, many items from China., toiletries, envelopes, pens, false flowers, false eyelashes, watches, ashtrays, storage compartments, waste and buckets normally two or three types of the same product to choose from.

The numbers are huge.If every store sells 10 wine glasses per day, for example, is the total that is sold every day in Japan.This makes a monthly sale of 600,000 units.And orders 30 times as many products from a supplier than the American retail giant Wal-Mart.

Yano says it is more than just the value he offers his customers.

A quick voice from Shoppers shows that this is true.No matter how much they like to be from department stores.Nicky says she sees the "sweetest things" when she shops there and usually buys much more than she initially meant.

Shopping Impuls is very important and Yano sees people to buy impulse as the strength of the company.Compares prices and products and then make a choice. "

If the future of the company in Japan is not mapped for Daiso Industries, the overseas expansion is already underway.

The plan is to slowly go to the overseas market instead of quickly expanding .yano believes that Daiso is the greatest enemy and he manages the company in an eternal state of fear.He is afraid of becoming greedy, which according to him is the reason for being the financial problems of many Japanese companies and trying to keep his principles easy: humble, work hard and diligent.

"The company is like climbing a mountain," he says."The lesson of climbing a mountain is that there are always fights and difficult times. When you reach the top, you get a sense of gratitude for the mountain."

And make sure you take many batteries.

Externe link:Daiso Japan

Main image: Sebra / Shutterstock.com