Higher Sales at Existing KeePer LABO Stores and Expansion of Higher-Priced Products

「コーティングの需要は堅調であったため、平均単価は約18％増の20,691円/台となりました。」

「Installations of the high-value-added EX Keeper/TREX Keeper totaled 15,757 vehicles, up 3.8% year on year, maintaining steady growth despite the domestic shortage of new vehicles. Installations of the Diamond Keeper series, now centered on the new Diamond II Keeper, totaled 65,416 vehicles, up 12.4% year on year, the highest growth rate among the products.」

「Installations of the various KeePer coatings remained strong, with EX Keeper, which has a strong reputation on social media, maintaining double-digit growth at 4,378 vehicles, up 10.2% year on year. Installations of the Diamond Keeper series, upgraded to Diamond II Keeper, totaled 17,456 vehicles during its approximately 6-week sales period, up 11.0% year on year. As a result, total customer visits in the second quarter increased 4.7% year on year to 225,536, while average spend rose 2.8% to ¥17,390 per vehicle.」

「Demand for KeePer has continued to trend upward. In December, the peak demand month for the coating and car-washing businesses, sales at all 127 directly operated KeePer LABO locations nationwide, excluding the Singapore location, reached ¥1.617 billion, up 15.2% year on year. Monthly sales per location reached ¥12.78 million, significantly surpassing the previous record.」

「EX Keeper increased 9.9% year on year to 12,602 vehicles, but growth was limited by the decline in new-vehicle registrations. Installations of the Diamond Keeper series increased as installations on used and previously purchased vehicles rose, reaching 51,638 vehicles, up 15.9% year on year. The combined installations of Fresh Keeper and Crystal Keeper, which are also used mainly on previously purchased vehicles, totaled 84,204, up 12.7%. Maintenance services for the various KeePer coatings also increased 18.4% year on year, indicating rising demand for keeping vehicles already in use clean and comfortable. As a result, total customer visits rose 9.8% year on year to 670,350, while the average spend increased 5.7% to ¥16,884.」

「“TREX Keeper (ティーレックス キーパー)” is a new coating positioned above EX Keeper, previously KeePer’s premium coating. Pre-sales have begun at 3 KeePer LABO locations: Yoga in Tokyo, Osu in Aichi and Kyoto in Kyoto. It is a high-value-added coating priced at ¥450,020 for L-size vehicles. Although no promotion has been conducted since its launch at the Tokyo Auto Salon, around 20 installations and reservations have been received, confirming sufficient demand.」

「Combined applications of Fresh KeePer and Crystal KeePer, which have the same durability period, totaled 45,395, up 17.0% year on year. Demand for maintenance of each KeePer coating also strengthened, increasing 21.3% year on year. As a result, in the cumulative second quarter, total visits were 360,993, up 17.6% year on year, and the average ticket was ¥16,499, up 3.1%.」

「EX KeePer applications totaled 2,872, up 24.5% year on year. The Diamond KeePer series increased 21.6% year on year in July alone, but lost momentum in August and September, leaving cumulative first-quarter applications at 12,307, up 15.6%. Crystal KeePer applications decreased 13.5% to 14,295 as customers shifted to the new Fresh KeePer service, but combined applications of Crystal KeePer and Fresh KeePer, which have the same durability period, totaled 20,206, up 15.6%. Demand for maintenance of each KeePer coating also strengthened, increasing 23.9% year on year.」

「In the fiscal year ended June 2023, EX KeePer applications totaled 11,483 and generated approximately ¥1,814 million in sales, up 22.5% year on year, making high-value coatings the strongest area of progress. Including ECO Dia, the Diamond KeePer series increased 17.1% year on year to 44,615 applications and generated ¥3,343 million in sales.」

「From January to March 2023, applications of high-performance coatings at or above Diamond KeePer—Diamond, W Diamond, ECO Dia and EX KeePer—totaled 13,322, an increase of 2,124 from 11,178 in the previous year.」

「Demand for car washes also improved, and total visits increased 11.3%. As the average ticket for coatings also increased, the overall average ticket rose 11.2% to ¥15,997.」

「Demand for car washes also improved, and total visits increased overall. Total visits rose 13.7%, while the average ticket for coatings also increased, sharply raising the overall average ticket 12.8% to ¥16,135.」

「EX KeePer applications increased 60.0% year on year to 9,375, generating approximately ¥1,446 million in sales, a substantial addition to results. Including ECO Dia, the Diamond KeePer series increased 25.7% to 38,102 applications and generated ¥2,585 million in sales. Crystal KeePer increased 25.5%, while demand for maintenance of each KeePer coating also strengthened, increasing 30.3%. All categories recorded high growth rates.」

「Sales of the new ECO Dia service began on 22 January 2022. Its product concept is “less dirt means fewer car washes.” In addition to being applied frequently to large one-box vehicles and large SUVs, which are difficult to maintain, the coating has become popular with female drivers. By the end of March, it had been applied to 1,098 vehicles and generated ¥106 million in sales. EX KeePer applications reached 6,886, up 65.6% year on year, generating approximately ¥1,041 million in sales, a substantial addition to results. Applications of the most popular Diamond KeePer series increased 24.9% year on year to 27,034, generating ¥1,735 million in sales. Crystal KeePer also increased 19.0%, showing very strong growth across all KeePer coatings.」

「As a result, coating applications increased further. EX KeePer reached 1,822 applications and approximately ¥280 million in sales, a substantial addition to results. Applications of the most popular Diamond KeePer series increased 34.9% year on year to 9,048, generating approximately ¥575 million in sales. Crystal KeePer also increased 23.9%, showing very strong growth across all KeePer coatings. Demand for car washes also improved significantly, with total visits increasing 25.6%. The average ticket rose 5.3%, from ¥13,604 in the previous fiscal year to ¥14,323, reflecting a further improvement in KeePer LABO's operating efficiency following the substantial improvement achieved last year.」

「Applications of the latest EX KeePer increased substantially, reaching 5,859 vehicles and approximately ¥896 million in sales. Applications of the Diamond KeePer series also increased significantly for both new and existing vehicles through the “middle-position effect,” reaching 30,301 vehicles, up 44.2% year on year, and generating approximately ¥1,886 million in sales.」

「The number of coating applications increased significantly in the cumulative third quarter. Applications of the latest EX KeePer rose rapidly as customers responded to its strong social-media reputation, reaching 4,040 vehicles and generating approximately ¥603 million in sales, a substantial addition to results. Applications of the Diamond KeePer series also increased significantly, up 31.5%.」

「The number of coating applications increased significantly in the cumulative second quarter. Applications of the latest EX KeePer rose rapidly as customers responded to its strong social-media reputation, reaching 2,712 vehicles and generating approximately ¥405 million in sales, a substantial addition to results. The Diamond KeePer series also grew significantly, up 34.5%.」

「The number of coating applications increased significantly in the cumulative first quarter. Applications of the latest EX KeePer increased as customers responded to its strong social-media reputation, reaching 998 vehicles and generating approximately ¥143 million in sales, a substantial addition to results. The Diamond KeePer series also grew significantly, up 28.4%. Crystal KeePer, which is ideal for refreshing a vehicle, increased 20.9% as annual repeat applications became more common. Maintenance and care products increased 25.7%, while Pure and Mineral Off increased 38.5%, showing very strong growth across all KeePer coatings. In addition, promotional initiatives on YouTube and in automotive magazine articles began to take effect, improving KeePer's social-media reputation. Although the number of visits did not increase significantly, high-priced products began to sell, sharply raising the average ticket 22.5%, from ¥11,106 in the previous fiscal year to ¥13,604 in the current fiscal year, and dramatically improving the operating efficiency of KeePer LABO.」

「EX KeePer, launched on 22 February, was well received. Applications increased following exposure on social media, and despite its high price, 776 applications were completed between its launch and the end of June, generating an additional ¥137 million in sales.」

「Diamond KeePer products performed particularly well, with applications of Diamond KeePer up 18%, W Diamond KeePer up 20% and W Diamond KeePer Premium up 25%. Store staff reported that the effects of television commercials and web advertising conducted last year had continued, steadily raising awareness of KeePer, and that many customers came after seeing reviews on social media or through referrals from friends. In addition, sales of EX KeePer, a new-car coating launched on 22 February, were progressing well despite the absence of promotional activity because it was in pre-launch sales. By the end of March, 222 applications had been completed, increasing sales by approximately ¥30 million and making a significant positive contribution. EX KeePer Premium is a high-value coating priced at approximately ¥200,000, and many customers said they had been waiting for a coating like this, underscoring the strong demand for high-value coatings. Positioning it as a new-car product has also revealed new demand from customers who had not previously visited KeePer LABO, creating significant expectations for the future. As a result of these initiatives, the average ticket for the cumulative third quarter from 1 July 2019 to 31 March 2020 rose sharply by 19.0%, from ¥9,429 in the previous fiscal year to ¥11,214.」

「In the Kanto region, YouTube and web advertising were highly effective. Demand for the high-priced Diamond KeePer was strong, and applications of top-tier coatings such as W Diamond KeePer and W Diamond KeePer Premium also increased, demonstrating the effectiveness of advertising. As a result, the average ticket for the cumulative second quarter rose sharply by 11.8%, from ¥10,469 in the previous fiscal year to ¥11,701.」

「In the Kanto region, YouTube exposure by a YouTuber in Tokyo also contributed to strong demand for Diamond KeePer, the highest-priced product in the KeePer coating series. Applications of top-tier coatings such as W Diamond KeePer and W Diamond KeePer Premium also increased. As a result, the average ticket rose 6.1% from ¥10,506 in the previous fiscal year to ¥11,144 as of September.」

「In the fiscal year ended June 2019, applications of Crystal KeePer increased approximately 13.8% from the previous fiscal year, supported by more than 10 years of repeat applications and an increase in new customers. In addition, as the KeePer brand came to be recognized for its high quality, applications to new vehicles increased, and sales of Diamond KeePer, which is more expensive and has a higher application rate on new vehicles, increased 29.2% from the previous fiscal year, raising the value added of the specialist stores.」

「Awareness of KeePer LABO has continued to rise, and demand for Diamond KeePer, the highest-priced product in the KeePer coating series, is strong. Applications of top-tier coatings such as W Diamond KeePer and W Diamond KeePer Premium have also increased, raising the average ticket by 4% from ¥9,855 in the previous fiscal year to ¥10,209 as of March.」

「As the year-end approached, applications increased significantly, mainly for the high-priced Diamond KeePer. Applications reached 2,219 across all stores, up 21.8% year on year, and 1,868 at existing stores, up 3.2%. The average ticket at existing stores rose 9.9% to ¥12,372 per vehicle, offsetting the 12.4% year-on-year decline in existing-store visits over December as a whole caused by the decline in visits during the first half of the month. Sales were ¥490 million, up 10.4%.」

「As a result, revenue for the cumulative first quarter of the current fiscal year in this segment was ¥823 million, up 19.1% year on year, while segment profit was ¥18 million, down 70.1%. This included ¥45 million in expenses from intercompany transactions.」

「Existing KeePer LABO stores with comparable results in the previous year recorded sales growth of 5.2% year on year in fiscal 2018. This was attributable to continued repeat applications by Crystal KeePer customers and even stronger growth in sales of the higher-end Diamond KeePer.」

「KeePer's brand recognition has been rising, and among the KeePer coating series selected by customers, the highest-priced Diamond KeePer series is being chosen more frequently, raising the average ticket per vehicle.」

「In December, the final month of Heisei 29, sales across KeePer LABO's 62 company-operated stores reached a record ¥444 million, up 20% year on year. This included the Adachi store exceeding ¥20 million in monthly sales for the first time, as well as the notable achievement of 14 of the 62 company-operated stores breaking through the ¥10 million monthly sales threshold.」

「With the fine weather in September, the number of customers visiting for car washes suddenly increased, rising 41% year on year across all stores. Some stores were occupied handling the volume of car washes, which substantially reduced the average ticket per KeePer application and prevented overall results from improving. Other stores, unaffected by the volume of car washes, focused on their regular orders, maintained their average tickets steadily and significantly increased sales. The results were evenly divided, producing a clear contrast between stores. As a result, September sales alone were strong, increasing 37% year on year across all stores, although」

「Annual visitor numbers increased to 279,818, up 13.3% from the previous fiscal year. Applications also increased, with 30,714 Crystal KeePer applications, up 9.2%, and 11,676 Diamond KeePer applications, up 25.2%.」

「As a result, revenue for the cumulative third quarter of the current fiscal year in this segment was ¥1,885 million, up 13.5% year on year, and segment profit was ¥251 million, up 42.1%.」

「In December in particular, the number of visitors to existing stores increased 4% year on year, while the average ticket at existing stores also rose 4%. As KeePer's profile and consumer trust increased, partly following the Company's listing on the First Section of the Tokyo Stock Exchange, sales of the established best-selling Crystal KeePer at existing stores increased 7.4% year on year. At the same time, a relatively larger number of customers chose the higher-value, higher-priced Diamond KeePer, whose sales at existing stores increased 26.4% year on year, lifting the overall average ticket.」

「Applications of Diamond KeePer, the highest-priced coating with a durability period of 3 or 5 years, increased significantly, including applications to new vehicles, rising 18.3% year on year. Crystal KeePer also grew steadily, up 3.6% year on year.」

「Existing KeePer LABO stores with prior-year results grew 13% year on year in fiscal 2016. This was driven by continued repeat business from customers who had received Crystal KeePer applications, as well as stronger growth in sales of the higher-tier Diamond KeePer. We expect this trend to continue for some time.」