Transition to Direct Sales through the Chinese Sales Subsidiary

「While the badminton market remained firm, sales at the Chinese sales subsidiary increased, led by badminton products, through grassroots promotional activities and stronger “Head to Toe” proposals. Other products, including apparel and bags, also grew.」

「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.」

「The Chinese market for badminton remained firm, supported by the performance of the Chinese national badminton team at the April team championships and the international tournament held in Paris in July. Sales of badminton products, apparel and bags increased.」

「Sales increased substantially year on year in the fourth quarter, particularly as online sales performed well.」

「At the Chinese sales subsidiary, the impact of the spread of COVID-19 since the end of the previous fiscal year (December 2022) continued through the first half of the first quarter, but badminton demand recovered partly because tournaments and events resumed soon afterward. For the cumulative second-quarter period, revenue increased year on year, although the growth rate moderated, with yen translation related to the weaker yen also providing a boost to results.」

「At the Chinese sales subsidiary, the impact of the spread of COVID-19 since the end of the previous fiscal year (December 2022) continued through the first half of the first quarter under review. However, badminton demand recovered partly because tournaments and events resumed soon afterward, resulting in year-on-year revenue growth for the quarter.」

「At the Chinese sales subsidiary, sporadic lockdowns also occurred in the third quarter (July-September), but sports activities remained active outside the affected areas, limiting the impact. Initiatives continued from the previous fiscal year to increase participation in badminton, tennis and other sports through experiential events, while growing student demand broadened the participant base, driving sales growth. In the cumulative third quarter, revenue increased substantially, reflecting the significant revenue contribution in the first quarter and the boost to yen-denominated results from the weaker yen.」

「At the Chinese sales subsidiary, the April-May lockdowns mainly affected logistics, but after restrictions were lifted, shipments increased to replenish store inventories and prepare for the “6.18” online sale, ultimately limiting the impact on results. In the cumulative second quarter, revenue increased substantially, reflecting the significant revenue contribution in the first quarter and the boost to yen-denominated results from the weaker yen.」

「At the Chinese sales subsidiary, the excitement surrounding badminton continued, supported by the Chinese national badminton team's performance at international tournaments and the company's various market-revitalization initiatives, resulting in a substantial increase in revenue.」

「Regarding sales, the Chinese sales subsidiary focused on further revitalizing the market by capitalizing on the excitement generated by the performance of the Chinese national badminton team at international tournaments from July onward and growing sports demand. In addition to social-media communications and sales campaigns, it held events featuring legendary players and tournaments for juniors, women and other player groups, providing opportunities to participate in the sport.」

「At the Chinese sales subsidiary, the company focused on building new Yonex fans and revitalizing the market through active communications on social media using the Chinese national badminton team and video content for the company's 75th anniversary, as well as events featuring legendary players and tournaments for various levels of players. Sales campaigns, including the large-scale June online sale “6.18” and campaigns at physical stores, also paid off, resulting in a substantial increase in revenue, led by core badminton products 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.」

「After operations resumed in April, the company introduced new initiatives including small tournaments in various regions and live commerce that effectively communicated product features. Sales were also strong at the November online sale, showing a sharp recovery, and cumulative sales recovered to approximately the prior-year level.」

「New promotional activities at the online flagship store, including campaigns linked to live events and the launch of regular live commerce, paid off. In the third quarter, sales recovered to approximately the prior-year level, led by badminton products.」

「From April onward, retailers and facilities resumed operations. Sales of badminton products recovered as the company focused on promotional activities, including campaigns at all retailers, both physical and online, such as the large-scale June online sale “6.18,” as well as small tournaments in various regions.」

「Online sales continued, while from March an increasing number of retailers and sports facilities gradually resumed operations and sales began to recover. However, the impact of the February sales decline was substantial, resulting in lower revenue, particularly for badminton rackets.」

「New products such as shoes and rackets stimulated demand, sales were strengthened through social media ahead of the large-scale online sale in November, and opportunities for racket demos were actively increased. These initiatives paid off, and the recovery trend in sales of badminton products as a whole continued.」

「Regarding sales, the overall badminton-products business at the Chinese sales subsidiary, led by rackets and shoes, entered a recovery trend. Revenue increased even after factoring in the negative impact of foreign-currency translation.」

「At the Chinese sales subsidiary, sales entered a recovery trend as a new badminton shoe launched in April drove sales and inventory adjustments made some progress. Revenue increased even after factoring in the negative impact of foreign-currency translation.」

「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.」

「At the Chinese sales subsidiary, the impact of inventory adjustments from the previous fiscal year diminished, and sales entered a recovery trend from the third quarter onward, helped by the performance of contracted players at international badminton tournaments held in China in July and December 2018 and the effects of new-product launch events. However, cumulative revenue declined.」

「At the Chinese sales subsidiary, sales increased in the third quarter after the Badminton World Championships held in Nanjing from late July through August and the subsequent launch of new products generated market interest. However, although inventory adjustments from the previous fiscal year were progressing, their effects persisted, and the recovery was insufficient to offset the sales decline through the second quarter, resulting in a cumulative revenue decline.」

「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.」

「At the Chinese sales subsidiary, revenue and profit declined as sales of badminton products and apparel fell amid inventory adjustments that had continued from the previous fiscal year.」

「Regarding sales, the company continued developing a sales network through its local Chinese sales subsidiary, but sales of major badminton products declined slightly due to inventory adjustments.」

「In China, the company continued developing a sales network through its local sales subsidiary, but growth slowed because of inventory adjustments.」

「In China, where the company was developing a sales network through its local sales subsidiary, growth slowed because of the slowdown in the badminton market and related inventory adjustments.」

「In China, the largest badminton market, the company worked to build a sales network through its local sales subsidiary.」

「At the Chinese sales subsidiary, sales grew broadly in line with plan, driven in part by the popularity of badminton in China. At the same time, expenses including advertising and promotion costs increased as the company developed an extensive sales network and rolled out its brand strategy. Direct sales of badminton and tennis products began in April 2015, the previous consolidated fiscal year.」

「At the Chinese sales subsidiary, sales grew broadly in line with plan, driven in part by the popularity of badminton in China. Direct sales of badminton and tennis products began in April 2015, so the impact on sales in the same quarter of the prior year covered 3 months from April to June, excluding January to March, within the subsidiary's cumulative second-quarter period from January to June 2015.」

「At the Chinese sales subsidiary, sales and profit grew at a pace slightly above plan, driven in part by the popularity of badminton in China.」

「In China, the world's largest market, the sales subsidiary began selling sports products, including badminton and tennis equipment, in April 2015. In its second year, it will strengthen direct marketing to increase sales and improve customer service.」