Rebuilding Domestic Sales and Recovering Existing Market Share
First written in FY2018. 9 of 19 entries say "Advanced", first in FY2020-Q1. Latest entry: 2026-10-16.
The whole theme swung hardest in 2024: 2 of 18 companies on the "Worse" side.
10 other companies' latest entry also says "Advanced".
- 2026-10-16AdvancedMonthly
「当期新発売商品の売上寄与により 15 か月振りに前年同月超えを達成。回復への転換を示す重要な足掛かりを構築。」
国内販売が前年同月比110.1％となり、15か月ぶりに前年同月を上回ったことを、国内販売の立て直しにおける具体的な進展として示している。 - FY2027-H1Domestic sales at 91.9% of the year-earlier levelAnnual report
「Domestic sales 548,795 504,397 91.9」
Domestic sales were ¥504.397 million, or 91.9% of the year-earlier level. - FY2026ReframedAnnual report
「The business structure reform pursued since 2019 was completed as planned. The Company reviewed its businesses from the perspectives of profitability and future potential and completed the reorganisation of all categories slated for discontinuation. Its product portfolio has now been rebuilt around its purpose of nurturing children’s curiosity.」
The focus of domestic sales revitalisation has shifted from the previous priority of recapturing existing market share to the next stage, in which the Company has completed the reorganisation of low-profitability and low-potential categories and aims to grow through a product portfolio centred on curiosity. - 2026-03-19ReframedGeneral Meetings of Shareholders
「The business restructuring we have pursued since 2019 has been completed as planned.」
Regarding the business restructuring, the disclosure has shifted from describing the streamlining of existing categories to stating that the restructuring is complete and the company is moving into the earnings-generation phase. - FY2025ReframedAnnual report
「In Japan, the Company’s withdrawal from certain existing businesses, namely dolls and bicycles for young children, which it deemed to have low profitability and limited future potential, led to a substantial decline in revenue. At the same time, the quality of sales improved during the fiscal year, and the gross profit margin has been steadily improving.」
The focus of domestic sales revitalisation has shifted from restoring the scale of sales from existing businesses and recapturing market share toward exiting low-profitability businesses and improving sales quality and the gross profit margin. - FY2025-H1AdvancedAnnual report
「During the interim accounting period, sales of the existing Pythagoras Series remained strong, limiting the decline in sales from the 2 businesses exited in the previous fiscal year, bicycles and dolls, to a certain extent.」
The Company states that maintaining strong performance by Pythagoras contained the decline in domestic business sales to a certain extent, offsetting the revenue decline from the withdrawal from the bicycle and doll businesses. - FY2025-Q1AdvancedAnnual report
「Against this backdrop, first-quarter sales of the existing Pythagoras Series remained strong, limiting the decline in sales from the 2 businesses exited in the previous fiscal year, bicycles and dolls, to a certain extent.」
To revitalise domestic sales, the existing Pythagoras series partly offset the decline in sales resulting from the withdrawal from the bicycle and doll businesses. Revenue from infant, educational and construction toys was 103.2% of the year-earlier level. - FY2024AdvancedAnnual report
「The Company currently maintains a sound profit margin. It will concentrate resources on its three core product series, “Yaritai Houdai,” “Pythagoras” and “Neji Hapi,” and will seek to launch new products consistently to create hit products from these series.」
The policy for revitalising domestic sales has been made more specific: concentrate resources on the 3 series that can maintain sound profit margins and create hit products through the continuous launch of new products. - FY2024-Q3RestatedAnnual report
「Against this market backdrop, our domestic sales tracked the decline in the market.」
While revitalising domestic sales remains a priority, domestic sales tracked the contracting market as rising prices and the shift in consumer spending toward leisure reduced market demand. - FY2024-Q2Domestic sales decline contained to approximately 20% despite the bicycle business exitAnnual report
「In the Pythagoras Series of infant educational toys, the company attracted new consumer segments with the Pythagoras Ball Coaster and Ball Coaster Sound launched in the previous fiscal year. As this category became a core business and supported domestic sales overall, the company kept the decline in domestic sales to approximately 20% year on year in the cumulative second-quarter period, despite a substantial sales decline in the play equipment and ride-on category following the end of the bicycle business.」
As measures to revitalise domestic sales, new Pythagoras products attracted new consumer groups, while infant and educational toys supported domestic sales. The Company states that, despite the decline in the bicycle business category following its exit from the business, it contained the decline in total domestic sales to approximately 20%. - FY2024-Q1Domestic sales down 20% year on year due to price increases and inventory adjustmentsAnnual report
「Against this backdrop, the Company raised prices on 22 products, mainly infant and educational toys, in April to improve profitability. As a result, inventory adjustments in the distribution channel before and after the price increases affected sales for the quarter, and domestic sales declined by approximately 20% year on year.」
To revitalise domestic sales, the Company raised prices on 22 products in April. Inventory adjustments in the distribution channel before and after the price increases affected first-quarter sales, resulting in a decline of approximately 20% in domestic sales year on year. - FY2023Continued decline in domestic salesAnnual report
「In the domestic market, consumer spending shifted toward leisure following the travel-support policy introduced in August, while rising prices also appeared to have a gradual impact. The industry as a whole consequently fell below the previous year. The Company’s sales also declined in line with the overall industry trend.」
While revitalising domestic sales remains a priority, the Company’s sales also declined as consumer spending shifted toward leisure under the travel-support policy and rising prices affected demand. - FY2022AdvancedAnnual report
「In domestic sales, revenue declined in the Play Equipment and Ride-on Products category, which benefited from exceptional COVID-related demand in the previous fiscal year. However, sales increased as toys for indoor play, centered on established series in the Infant and Educational Toys category, performed well.」
Despite the loss of exceptional demand for play equipment and ride-on products, established series of infant and educational toys and indoor-play products performed well, driving higher domestic sales. - FY2022-Q1AdvancedAnnual report
「The Company implemented these measures during the first quarter. In domestic sales, new products launched during the quarter, in addition to established standard products, got off to a strong start in all three categories, toys, play equipment and bicycles, resulting in higher sales than in the same period of the previous year.」
Efforts involving established standard products and new products to revitalise domestic sales got off to a strong start in each of the toys, play equipment and bicycle categories, leading to domestic sales above the year-earlier level. - FY2021AdvancedAnnual report
「1. Improving domestic business performance (a) Strengthening the function for gathering consumer needs The Company made significant progress in both the quality and quantity of information collected by increasing the number of mother monitors, diversifying the scope of recruitment, introducing IT to the monitor management system, and establishing an environment in which testing could be conducted even during the COVID-19 pandemic.」
The Company states that, to revitalise domestic sales, it increased the number of mother monitors, diversified the scope of recruitment, and introduced IT to the management system, thereby advancing its function for gathering consumer needs. - FY2020AdvancedAnnual report
「In Japan, we also began new initiatives, including reviewing sales promotion activities and further incorporating feedback from distributors and consumers.」
To revitalise domestic sales, the Company began new initiatives to review sales promotion activities and incorporate feedback from distributors and consumers. - FY2020-Q1AdvancedAnnual report
「In the Company's affection series, it has been launching a succession of new products that refresh the image built over 23 years since Popo-chan was introduced. These included My Cute Little Sister Popo-chan in February at ¥4,580 before tax, Popo-chan's Laundry Room in March at ¥3,480 before tax, and I'm the Mommy, Baby Popo-chan in April at ¥5,000 before tax, as well as 2 accessory items. Each new product individually showed stronger sell-through than in the previous year, and there was also pre-stocking ahead of Golden Week, indicating high expectations for the Company's series.」
To revitalise domestic sales, the Company refreshed the image of the POPPY-CHAN series and actively introduced new products, with each new product achieving faster sales turnover than in the previous year. - FY2019RestatedAnnual report
「1. Strengthening the domestic management platform (a) To expand the Toy Division’s profitability, we will actively propose new doll series.」
Strengthening the domestic management platform remains a priority, with active proposals for new doll series identified as a measure in the Toy Division. - FY2018First statedAnnual report
「From the next period onward, the Company will give top priority to revitalising domestic sales. Overseas, with a medium-term perspective, it will continue working steadily through its US subsidiary to expand the US market, which it regards as a promising market,」
The Company states that revitalising domestic sales is its top priority from the next period onward and that structural improvement through recapturing existing market share remains a priority for the next period.