Creating Customers Beyond Change

「The Head to Toe proposal also attracted attention to the product range as a whole, driving sales growth.」

「Through Head to Toe proposals covering racquets, shoes, apparel and other products, we are working to strengthen the value we provide in response to the characteristics of each sport and customer needs.」

「At the Chinese sales subsidiary, while the badminton market remained firm, we focused on grassroots promotional activities to energize the market and strengthened our “Head to Toe” proposals by leveraging the success of the Chinese national team. As a result, sales increased across a broad range of badminton products, while sales of other products, including apparel and bags, also rose.」

「At the Chinese sales subsidiary, the success of the Chinese national badminton team in the national team championships held in April and the international tournament held in Paris in July provided support, keeping the badminton market firm and increasing sales of badminton equipment, apparel and bags. We strengthened communications leveraging interest in these tournaments and the players’ success, as well as amateur tournaments, and focused on further expanding our customer base.」

「At the Chinese sales subsidiary, demand remained firm, with the June online sale performing well, and sales of badminton equipment, apparel and bags also increased. At the national team championships held from April to May, the Chinese teams won both the men’s and women’s competitions, and the players’ success also helped energize the market. As a result, net sales were ¥32,438 million, up 24.7% year on year, and operating profit was ¥5,070 million, up 35.9%.」

「We will strengthen the system for increasing our fan base by proposing high-quality products tailored to individual customers, based on thorough research in key markets and customer segmentation.」

「In addition to firm demand for sports supported by the Company’s grassroots promotional activities and the performance of its contracted athletes at tournaments, increased attention toward its products resulted in record consolidated net sales.」

「Company-organized events, grassroots promotional activities and the success of our contracted players in tournaments also energized the market. With sports demand remaining firm in regions around the world, the sporting goods business recorded higher revenue in every regional segment.」

「Grassroots promotional activities, including events organized by the company, also stimulated demand.」

「Small-scale tournaments and events held to create opportunities for customers to play have revitalized demand, while major events worldwide have been held with spectators. This has boosted sporting activity around the world and continued to increase attention toward the Group’s products, resulting in consolidated net sales of ¥79,632 million, up 47.5% year on year.」

「Small-scale tournaments and events held to create opportunities for customers to play have revitalized demand, while major events worldwide have been held with spectators. This has boosted sporting activity around the world and increased attention toward the Group’s products, resulting in consolidated net sales of ¥50,092 million, up 44.0% year on year.」

「In addition to demand being revitalized by the small-scale tournaments and events the Group has focused on to create opportunities for customers to play, major events held worldwide have resumed with spectators. This has boosted sporting activity around the world and increased attention toward the Group’s products, resulting in consolidated net sales of ¥23,694 million, up 46.5% year on year.」

「At our online flagship store, we focused on acquiring new YONEX fans by increasing social media communications accompanying new product launches and expanding visitor numbers through proactive live commerce.」

「At the Chinese sales subsidiary, we focused on creating new YONEX fans and energizing the market through active communications featuring the Chinese national badminton team and video content commemorating the company’s 75th anniversary, as well as events featuring legendary players and tournaments for participants at various levels.」

「As a result, badminton racquets, including new products, drove sales, producing a substantial increase in revenue centered on core badminton equipment. At the Taiwanese subsidiary, the market was energized by the resumption of national tournaments and consumer spending gradually recovered, resulting in higher sales centered on badminton equipment.」

「In Japan, the first quarter was significantly affected by the declaration of a state of emergency and other measures. After these were lifted, we worked with retailers and associations in each region to hold small-scale tournaments nationwide, creating opportunities for customers to play and stimulating demand.」

「From the second quarter onward, in regions where infection levels had begun to stabilize, the YONEX Group focused on promoting customer health and supporting the resumption of sports activities under the slogan “Healthy through Sports.” Initiatives included holding small-scale tournaments with the cooperation of retailers and sports federations and associations, actively communicating through social media, and developing products such as sports face masks to address new demand.」

「We supported the resumption of sports activities by holding small-scale tournaments in cooperation with retailers and sports federations and associations around the world. We also worked to create “new value” exceeding customer expectations, and as a result, the decline in sales narrowed slightly from the first quarter and results exceeded our initial forecast.」

「At the YONEX Group, we implemented telework and temporarily closed certain locations while working to protect the safety of employees and local communities and prevent the spread of infection. At the same time, we worked to create “new value” exceeding customer expectations in preparation for the resumption of sports activities.」

「The launch of new products tailored to customer needs and preferences, effective online and offline promotions, and coordination between e-commerce and retail stores as sales channels contributed to higher sales.」

「Based on the basic policies of our medium-term management plan, we will respond to rapidly changing consumer trends by working 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.」

「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.」

「In tennis, we expect growth in the global market, using higher adoption among juniors and other initiatives as a springboard.」

「We are pursuing global expansion to deliver our products to more customers.」

「We are pursuing global expansion to deliver our products to more customers.」

「We are pursuing global expansion to deliver our products to more customers.」

「We have also focused on promoting sports by popularizing the sports themselves and developing junior athletes, thereby working to create and expand the market.」

「We have also focused on promoting sports by popularizing the sports themselves and developing junior athletes, thereby working to create and expand the market.」

「We have sought to increase sales by promoting direct sales initiatives tailored to user needs around the world, communicating the appeal and competitive strengths of the YONEX brand.」

「Under the slogan “YONEX’s nationality is the world,” we have made “creating customers” beyond change a key theme. We will respond to intensifying competition by refining locally focused global marketing and innovations that move our customers emotionally.」