What is the proprietary strategy of "Kado" where beautiful humidifiers like an object coexist with topical technology and design?
I'm Natsuko, a consumer electronics actress.The "CADO" humidifier, "CADO", goes on its own route in the humidifier market where ordinary design is saturated.The motif is the "stem" that delivers nutrients and moisture in the soil to the entire plant, and it is so novel enough that friends who come to my favorite home say, "What is this cool object, what?"It is a design.At the end of last year, a new model equipped with IoT was released and attracted attention.
"Kado", which attracts fans with a unique worldview, has a 15 % increase in sales in 19 years, despite the 15 employees, and the number of humidifiers has increased by 15 %, with the same number of sales.And the awareness is improved.We worked on many air -conditioning products that combine high design and technical skills, and interviewed Yasuma Kanazaki Marketing Division to approach "Kado", which evolves.
It is important to have the policy sympathetic
Natsuko: What kind of strategy did you have to increase the momentum of "Kado" products?
Yasuma Kanazaki Marketing Director (Kanazaki): We value emotional value compared to other manufacturers.For example, we propose a lifestyle, not just pushing the specifications to customers.Nowadays, there are more forms that do not limit categories, such as putting interior supplies even in clothes shops.We are aiming to propose the quality of living space and living, and in December of last year, a new product was placed in the showroom of the historic interior brand "Fritz Hansen" from Denmark, and a limited time exhibition.I did it.In addition, sales not only on stores but also on online sites are increasing.We value the product of "Kado" in various forms.
I think many users do not know what to choose in a world full of things.So, I think it is important to have them feel from the appearance of the product to the policy of the manufacturer.However, there is no meaningless design that is only strange, and if the "STEM" is a high -position, the mist can be used to pursue humidification efficiency, so that the design and function are enhanced each other.I think it is unique to "Kado" that coexists.
Aiming to be a designer brand instead of fast fashion
Natsuko: Certainly, if you use "STEM", the beauty of the design will not only fill your heart, but also take care of hygiene, and the compactness of the installation surface of A4 paper.I realize that it is a designed design.It has been about six years since I entered the market, but where was the big turning point?
Kanazaki: At first, it started with the release of an air purifier called "LEAF", but it was great that the international standard AHAM (Eham) of the air purifier got the endorsement of the air purification ability of the world's number one. is not it.
It was also a turning point that Yodobashi Camera and Tsutaya Home Appliances came to handle a lot.However, commercial advertising activities such as TV commercials are not actively engaged.There is still a reason to be a venture brand, and there is a reason that you do not divide large resources there, but we believe that the evaluation from customers who actually use it is the most important.Thanks to you, we are now receiving a lot of word -of -mouth.
Natsuko: Such a stance is also a manifestation of confidence in the product."STEM" has been introduced as Matsuko Deluxe's favorite item in the TBS series "Matsuko's Unknown World" and has attracted a hot topic.
Kanazaki: I often say, "I wanted such a product."While wanting to expand the thoughts of "Kado", we are not aiming for a mass -scale like a major manufacturer.It is important to convey the meaning and story of the product properly, and to deepen the quality that is not affected by the times.
If you compare it in fashion, we are aiming for a standing position like a designer brand, not fast fashion.In other words, it is to make use of the unique sensitivity of Ken Suzuki, a designer and vice president.On top of that, the whole team is thinking about how to brush up a series of communications from product development to sales.
Natsuko: The concept of Kado is "We Design for Atmosphere.(Design air) ".I usually breathe and make it casual, but I want to create a satisfactory space because it is directly linked to health.How will the future "Kado" develop?
Kanazaki: I would like to continue to propose value to enhance the quality of customers' lives, but also raise people's literacy for the air.So, for example, we are making proposals to promote the help of preparing the mind and body through the development of highly purity aromaliquids and deflusers, such as humidifiers and air purifiers (scheduled to be released in late February).Of course, I would like to pursue not only the scent, but also the disinfection and deodorization of the space, which will lead to the comfort of children and the elderly.
Natsuko (consumer electronics actress): Debuted actress in the drama "Produced Nobuta".She later worked as an idol in SDN48, and after graduation she got a home appliance advisor GOLD.She is currently appearing on the TV Tokyo affiliate "Everything Appraisal Team" and Tokyo FM "Sky Rocket Company".Introducing her favorite home appliances on her Instagram "natsuko_kaden"