Global Expansion of Digital and Online Sales

「Under its medium- to long-term vision, the Global Growth Strategy (GGS), Yonex is deepening connections with customers, accumulating knowledge of DTC (Direct to Consumer*), and building the necessary foundation.」

「As part of our DTC initiatives, we strengthened direct contact with customers through the development of e-commerce sites and pop-up stores in the United States, focusing on expanding brand awareness and communicating product information through “Head to Toe.”」

「As part of our DTC initiatives, we launched an e-commerce site in the United States in April, creating an environment in which customers can more easily access Yonex products, while focusing on expanding brand awareness and disseminating product information through “Head to Toe.”」

「In the United States, we newly launched an e-commerce site, taking a step toward expanding our digital touchpoints with customers. In addition to Tokyo, we are also expanding our showroom presence to Shanghai and Osaka」

「We will build the “Yonex DTC ecosystem,” connecting with customers and players in various ways while using social media and digital tools.」

「The company set out “Rebuilding marketing,” “DTC and digital strategy,” “Strengthening investment in anticipation of IT advances” and “Advancing manufacturing,” together with the “Evolution of corporate culture,” the foundation for implementing these initiatives,」

「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,」

「At the Chinese sales subsidiary, the lockdown from April to May mainly affected logistics. After it was lifted, shipments increased to replenish retail inventories and prepare for the “6.18” online sale, and the impact on performance ultimately remained limited.」

「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, 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.」

「In addition to the strong sports market in China, online initiatives such as e-commerce, social media and live commerce, together with efforts to provide opportunities to play by holding numerous small local tournaments, proved effective, and full-year sales in the Asia segment, including China, recovered to a level close to that of the fiscal year ended March 2020.」

「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 the cumulative first quarter under review, we introduced a customer loyalty points program in conjunction with the launch of an e-commerce site.」

「China has taken the lead in our digitization and online initiatives, but we will promote their global rollout going forward.」