Global marketing with a worldwide focus

「In the United States, the company is working to expand customer touchpoints through its e-commerce site while advancing digital communications and improving the purchasing experience. In addition to showrooms in Tokyo, Shanghai and Osaka, it is also actively expanding physical touchpoints such as pop-up stores.」

「During the interim consolidated accounting period, as the sports market remained firm, the company disseminated information highlighting the performances of its contracted athletes at international tournaments, while focusing on marketing activities timed with tournaments and grassroots promotional activities around the world to further revitalize the market.」

「The company is advancing initiatives centered on DTC (Direct to Consumer) as a means of deepening connections with customers. In the United States, it launched a new e-commerce site, taking a step toward expanding digital touchpoints with customers. In addition to Tokyo, it has expanded its showroom presence to Shanghai and Osaka. Going forward, it will expand the "Yonex DTC ecosystem," combining physical and digital channels, to deliver value to more customers at closer range.」

「The company also focused on marketing activities using international tournaments and topics involving its contracted athletes to further revitalize the market.」

「The company will build a structure that enables it to understand the increasingly diverse preferences, behavior and values of customers around the world and, based on those insights, smoothly and effectively operate the cycle of product development, manufacturing, promotion, sales and feedback.」

「Advertising expenses increased as foreign-currency-denominated costs rose due to global tournament sponsorships, various initiatives designed to revitalize the sport in conjunction with tournament events, and stronger marketing activities to broaden participation in the sport. Expenses also increased as a result of the yen's depreciation on translation.」

「Set out "Rebuilding Marketing," "DTC and Digital Strategy," "Stronger Investment Looking Ahead to the Evolution of IT," and "Advancing Manufacturing," together with "Advancing Corporate Culture," the foundation for executing these initiatives,」

「Revenue from overseas distributors increased substantially, supported by stronger demand following the full-scale resumption of sports activities and growing interest in the sport generated by the performances of top athletes at international tournaments.」

「Revenue from overseas distributors increased substantially, driven by the full-scale resumption of sports activities, efforts to stimulate demand through the organization of tournaments and other initiatives, and the strong performances of top athletes at international tournaments.」

「Revenue from overseas distributors increased substantially, as sports activities resumed in earnest in many regions and the company focused on stimulating demand through social media, the organization of tournaments and other initiatives.」

「Revenue from overseas distributors increased overall. Although infection rates and activity restrictions varied by region, demand was stimulated by the revival of the market following the holding of international tournaments, proactive online communications and the continued organization of small-scale tournaments, among other initiatives.」

「Sales campaigns, including the large-scale online sale "6.18" in June and campaigns at physical stores, also proved effective, resulting in a substantial increase in revenue, mainly from core badminton equipment such as badminton rackets.」

「The Chinese sales subsidiary worked to create new Yonex fans by actively disseminating information through social media and livestreams based on the agreement with the Chinese national badminton team, and focusing on sales campaigns and livestream commerce at its online flagship store.」

「The company entered into equipment-use agreements with the Chinese national badminton team in February 2021 and the Malaysian national team in April 2021. It established a structure focused on expanding and revitalizing the overall market by promoting the development and wider adoption of badminton across Asia, particularly in the two countries, and increasing the number of badminton and Yonex fans.」

「In regions where infection rates were beginning to stabilize, held small-scale tournaments with the cooperation of retailers, sports federations and associations, actively disseminated information on social media, and developed products addressing new demand, including sports face masks,」

「The Group continued efforts to ensure the safety of employees and local communities and prevent the spread of infection through measures such as working from home and staggered working hours. It delivered sports face masks made with its proprietary "Verycool" material to customers through its official online shop and other channels, receiving considerable support. It also supported the resumption of sporting activities by working with retailers, sports federations and associations around the world to hold small-scale tournaments, among other initiatives,」

「The recovery in total badminton equipment sales continued, helped by stronger sales efforts using social media ahead of the large-scale online sale in November and the proactive expansion of opportunities to try out rackets.」

「At the North American sales subsidiary, badminton equipment revenue increased while tennis equipment revenue declined, resulting in higher overall revenue in North America. On the profit front, the company continued to strengthen product promotions and its sales structure, increasing selling, general and administrative expenses.」

「At the Chinese sales subsidiary, sales moved toward recovery as a new badminton shoe launched in April drove sales and inventory adjustments made some progress, resulting in higher revenue even after factoring in the negative impact of foreign currency translation. At the Taiwanese subsidiary, sales of badminton racquets, shoes and other products recovered, resulting in higher revenue.」

「At the Chinese sales subsidiary, sales of badminton racquets, badminton shoes and apparel increased as inventory adjustments from the previous fiscal year ran their course and we focused on sales promotions such as product demo sessions. Sales moved toward recovery in local-currency terms but declined slightly due to foreign exchange effects.」

「We will work to broaden badminton participation in Japan and further strengthen our brand in Asia, led by China. We will also focus on building a tennis sales network, particularly in Europe and North America, and increase the number of YONEX fans.」

「At the North American sales subsidiary, badminton product sales moved toward recovery following new product launches. Tennis product sales also increased substantially, particularly for racquets, strings and shoes, as the success of contracted players continued to raise attention for the brand and new product launches took effect, resulting in higher revenue.」

「In April, we also opened stores on major e-commerce sites and worked to expand the YONEX fan base by strengthening promotional activities, including social media communications and product demo sessions.」

「We are strengthening our global sales and distribution network to deliver these products to customers around the world.」

「We regard signing new high-profile players and sponsoring tournaments as important upfront investments that will drive future performance, and will strengthen marketing activities across the sporting goods business.」

「In China, we continued building a sales network through our local sales subsidiary, but growth slowed due to inventory adjustments. In Japan, sales remained generally firm, supported by the success of Japanese badminton players in international tournaments and new product launches. In Europe and North America, tennis product sales grew, helped by firm badminton demand, new product launches and the success of contracted players.」

「In China, where we are building a sales network through our local sales subsidiary, sales growth slowed due to a slowdown in the badminton market and associated inventory adjustments. In Japan, sales remained generally firm, supported by the success of Japanese badminton players in international tournaments and new product launches. In Europe and North America, tennis product sales grew, helped by firm badminton demand, new product launches and the success of contracted players.」

「In China, the largest badminton market, we are building a sales network through our local sales subsidiary. In India, where the market is expanding, we began local production at a manufacturing subsidiary established in May 2016. In Europe and North America, we have particularly strengthened sales of tennis products, leading to a steady increase in brand recognition.」

「In marketing, we promote advertising linked to the success of globally renowned contracted players, communicating the appeal and competitive strengths of the YONEX brand and seeking to increase sales. We also focus on promoting sports through greater participation and junior athlete development, working to create and expand the market.」

「In marketing, we promote advertising linked to the success of globally renowned contracted players, communicating the appeal and competitive strengths of the YONEX brand and seeking to increase sales. We also focus on promoting sports through greater participation and junior athlete development, working to create and expand the market.」

「In marketing, we developed strategies with a greater focus on the world as a whole. We sought to increase sales by promoting advertising linked to the performance of globally renowned contracted athletes, promoting sports, and pursuing direct sales promotion activities tailored to the needs of users in different parts of the world, thereby highlighting the appeal and competitive advantages of the Yonex brand.」

「In marketing, we have pursued strategies with a greater focus on the entire world, promoting advertising linked to the success of globally renowned contracted players, popularizing the sports and advancing direct sales promotions tailored to the needs of users worldwide, thereby seeking to strengthen the YONEX brand and increase sales.」