Expanding the Customer Base through the Development of Value-Added Products

「しかしながら、20周年記念商品の波及効果が限定的であったため、顧客数の増加には至らず、受注件数は前年を下回りました。」

「In terms of products, we launched more than 800 new spring/summer and autumn/winter products, including low-priced promotional products, as well as 19 influencer collaboration products as a new initiative. This led to the acquisition of new customers, primarily in their 30s. However, order volume fell below the previous year because promotional products, which were expected to drive orders, underperformed, sales of autumn/winter seasonal products failed to gain momentum because of the lingering summer heat, and we were unable to clearly communicate prices and product value that would meet customer needs for other products as well.」

「In terms of sales promotion, the company expanded its initiatives to include influencer posts, web advertising, campaigns under the slogan “New President’s Greeting Campaign,” free campaigns and coupons, while working to secure orders from new and existing customers. However, sales of the sales promotion products that were expected to drive orders remained sluggish, and the company was unable to clearly communicate the value of other products, including their prices, to customers. As a result, order volume fell below the year-earlier period.」

「In sales promotion, we conducted influencer product PR using Instagram and X, as well as app-based participatory Shoe Festival and school-support campaigns, to acquire new customers and promote orders from existing customers. However, we did not succeed in offering sufficient products with value commensurate with price revisions resulting from higher procurement costs and other factors, and total order volume fell below the previous period's level.」

「In sales promotion, we conducted influencer product PR using Instagram and X, introduced vertical video advertising, and ran various coupon campaigns to acquire new customers and promote orders from existing customers. ……Meanwhile, under the rapidly weakening yen, the failure to clearly communicate products offering value commensurate with their prices contributed to the number of orders falling below the year-earlier level.」

「In addition, price revisions were made because of higher import prices resulting from the weaker yen. As real wages declined amid rising prices, the failure to sufficiently communicate product value to customers in an attractive and effective manner in product development also caused the number of orders to fall below the previous period's level.」

「In sales promotion, we sought to increase orders through TVer video advertising, television commercials, influencer PR posts, a two-month Shoe Festival campaign, and ongoing limited-time sales. However, promotional products did not drive overall orders. In addition, the price revisions made necessary by higher import prices resulting from the weaker yen, consumers' increasingly cautious spending amid declining real wages caused by rising prices, and the insufficiently attractive and effective communication of product value also contributed to the number of orders falling below the year-earlier level.」

「In sales promotion, we ran television commercials, influencer PR posts, and coupon-based prize campaigns such as the Shoe Festival campaign, seeking to acquire new customers and increase repeat orders from existing customers. However, although price revisions led to a slight increase in the average purchase price, promotional products did not drive overall orders, and the number of orders fell below the year-earlier level.」

「In terms of products, the company introduced promotional items including platform sneakers, one-coin women's pumps, all-weather folding umbrellas with UV-blocking and heat-shielding functions, and short-sleeved dry T-shirts with a cooling-touch finish, while working to secure new and repeat orders.」

「The company will also promote product development that meets consumer needs in the post-COVID era and the development of products to be branded following MiLK FRAPPE, thereby acquiring new fans, increasing repeat customers and working to restore its membership base.」

「In terms of sales promotion, the company conducted promotional posts for products by influencers, distributed coupons commemorating more than 600,000 app downloads, and sold weekly limited-time products, while working to acquire new customers and encourage orders from existing customers.」

「Following the spring/summer season, the company introduced low-priced promotional products for parents and children for the autumn/winter season, including coat-style sneakers (¥858 including tax) and quilted moc shoes (¥748 including tax). Sales promotion measures included influencer PR posts featuring promotional products, a household-support campaign offering coupons to 3010 people, and an app-exclusive customer appreciation coupon campaign, through which the company worked to acquire new customers and increase repeat purchases by existing customers.」

「The company introduced low-priced promotional products for parents and children, including family EVA sandals (¥548 including tax) and big T-shirts with pockets (¥548 including tax). As sales promotion measures, it continued PR posts by influencers featuring promotional products, in addition to a campaign commemorating 500,000 app downloads, and worked to acquire new customers and increase repeat purchases by existing customers.」

「MiLK FRAPPE®, launched as a junior girls' brand, drove orders in the kids' and juniors' category.」

「In footwear and apparel, the kids' and juniors' category performed steadily throughout the cumulative consolidated period for the third quarter, led by orders for MiLK FRAPPE, which was launched as a junior girls' brand.」

「As a result, promotional products drove orders, particularly school-related products, including footwear and apparel, for which the company secured orders substantially above the previous year.」

「In February 2021, the company launched MiLK FRAPPE, a new brand for juniors with an enhanced design focus, and began targeting a new customer segment.」

「Various social media marketing initiatives and the launch of the official ヒラキ app proved effective, enabling the company to acquire new customers and increase orders from existing customers.」

「Social media initiatives proved effective, leading to increased acquisition of new customers, particularly in the Kanto region, while orders through July grew by double digits year on year, led by clothing, interior goods and miscellaneous items.」

「Social media initiatives, timely website updates and information emails tailored to customer needs proved effective, enabling the company to acquire new customers, primarily online, and improve the repeat-purchase rate among existing customers.」

「As sales promotion measures to acquire new customers and improve the repeat-order rate among existing customers, the company continuously implemented various campaigns and clearance sales, including expanded mass-market television commercials and newspaper advertising, expanded affiliate and social media advertising online, and one-to-one email and LINE member coupons.」

「The key priorities for the group going forward are increasing the number of customers and strengthening the competitiveness of its in-house developed products. While improving quality, the group will pursue its strength of low prices and expand its market share in in-house developed products by offering a broad range of products that customers want to buy.」

「To acquire new customers and improve the repeat-purchase rate among existing customers, we implemented sales-enhancement measures including television advertising, school campaigns, LINE and ID integration, and the distribution of coupons commemorating LINE@ surpassing 200,000 friends.」

「The company worked to acquire new customers and improve the repeat-purchase rate among existing customers by launching LINE Shopping and strengthening integration between LINE and its web membership program.」

「Through sales promotion initiatives, the company worked to acquire new customers and increase the repeat-purchase rate among existing customers.」

「The company worked to acquire new customers and increase the repeat-purchase rate among existing customers.」

「Specifically, the company will strengthen the development of appealing low-priced products tailored to different generations, as well as its website and media-mix initiatives, to further raise awareness.」

「Expanding the customer base is an issue in making the company's products available to more customers. While strengthening the development of low-priced products, the company will also develop value-added products to expand its customer base.」