Reasons for hitting without a vacuum cleaner called "Dyson Killer", a vacuum cleaner beyond Dyson, a surprising secret of a hit

■ Vacuum cleaner manufacturer called "Dyson Killer"

Speaking of December, the season for cleaning.At this time, many people think about buying a "vacuum cleaner" plunge.

In recent years, the market for the entire vacuum cleaner has been sluggish in Japan.As of 2018, 8.1 million units market decreased by 3 % year -on -year.However, if you look closely, the canister type and handy type will fall more than 10 %, respectively, but the growing market is the market of the stick type (8 % increase) and the robot type (increased 4 %) (19 years of GFK).Japan "18 years home appliances / IT market trends").

Speaking of stick cleaners and robot cleaners, "Dyson" (same) and "Rumba" (I robot Japan) have recently been busy with hit product number.In each case, as the number of working women increases, it is said that the fact that it was easy to clean and "easily" was "easy" and "easily".

Did you know that a vacuum cleaner manufacturer that came to be called "Dyson Killer" in the United States made a big break in Japan this year (2019)?

■ Why is it popular without a commercial?

The name is "Shark Ninja (hereinafter, Shark Ninja)".Many people think of "Ninja (Ninja)", "Is it a Japanese company?", But it is actually a Japanese corporation born in the United States."Shark" seems to have been named by the first vacuum cleaner to the shape of a "shark", so the "Ninja" was inspired by the quickness of its hand.

As you all know, Dyson and Irobot products have gained popularity in the overwhelming CM publishing strategy on television.

However, the Vacuum cleaner of the "Shark Ninja" has almost no TV commercials in Japan (currently zero).Nevertheless, the handy cleaner released in mid -September 2018 ("EVOPOWER (hereinafter, Evo Power)" has only three months since its release in Japan recorded the number one sales unit in the cordless handicrerner market.did.

Why was it so popular?There was a thorough research on Japan's unique "cleaning scenes and needs," and the secrets of the "global marketing strategy" that many Japanese companies are now.

■ The president himself is a consumer electronics retailer

This time, I interviewed Shark Ninja (Japanese corporation) President Gordon Tom.He has been the president of the first Dyson Japanese corporation, which Dyson was launched in 1998, and the president of the Electrolux Japanese corporation.He came to Japan 38 years ago and was a diplomat of the British Ministry of Foreign Affairs, and has a very good understanding of the Japanese culture and nationality.

"Many consumer electronics manufacturers are" technology ideas, "but I still think that" user ideas "are important." Gordon is always a consumer electronics retailer all weekends by car.I'm going to go.

He says that he is looking at the Japanese user's behavior and purchase decision process, looking at consumers who come to buy a vacuum cleaner and consumers hanging around the store with their own eyes.In other words, we are practically performing a "qualitative survey" that we marketers do as a job.

Why do you focus on "stores"?It is said that "in Japan, many people who want to buy expensive vacuum cleaners still try to use them at stores."

■ Americans vacuum only once every 1-2 weeks

According to him, many Japanese people first decide on a budget, collect information in advance, or collect manufacturers and online reviews and reviews, and actually compare and examine the sales floor.Come on.

"If you are convinced that" good "at the store, there is a possibility that you will buy it, whether it is the second or third candidate other than the first candidate, even if it is a little over budget.I am a Japanese consumer "

It's not just how to buy.Naturally, the product itself has different perspectives in the United States and Japan.In the case of a vacuum cleaner, one of the major differences is "storage".

"Average Americans only use vacuum cleaners about once a week to two weeks. But Japanese people like beautiful and many people use 5-6 cleaning machines a week. In general, houses.Because it is smaller than the United States, the point is that the ease of storage (ease of streamlation and space saving) and "put in and out" are the points. "

Gordon also focused on the "wall holes" at the time of the clinging and the "cleaning of vacuum cleaners" before and after use.

■ In Japan, the ease of care is also the point

First, the "wall hole".The cordless vacuum cleaner of Western manufacturers, including Dyson, is overwhelmingly attached to the wall and attach a storage stand or charging stand.However, in Japan, many people live in rental housing, so holes themselves are a major purchase barrier.

Therefore, the body of the stick cleaner "EVOFLEX (hereinafter, Evoflex)" is a "folding" type that does not require a storage place, does not need to attach a stand to the wall, and the rechargeable battery is also detachable.He seems to have devised it.

The cleaning of the vacuum cleaner "Dust Cup (the part where the transparent garbage accumulates)" is "rarely in the United States."However, Japanese people like beautiful, and the ease of care of the main unit is also a purchase point.Therefore, it is said that Japanese products have a button where parts are easily removed, so that the dust cup can be easily wiped.

■ Eliminates the four complaints of Japanese people

In addition, while thoroughly researching the cleaning habits of Japanese consumers, the four anxiety and dissatisfaction that the Japanese had in the conventional cordless stick cleaner emerged.I guess you can think of it.

Shark Ninja has repeatedly tested for a 6 -week prototype in 50 households in Japan to solve these four anxiety and dissatisfaction.

Regarding the dissatisfaction that was resolved in the process, for example, the problem of storage, as mentioned earlier.

In addition, for example, in response to "difficulty in cleaning under furniture", a unique design (Multiflex ™ function), in which the pipe bends with a single button, is adopted.The places where the heads were difficult to reach with conventional vacuum cleaners, such as under a sofa or bed, have been improved so that they can be easily cleaned with standing posture.

■ The appearance of a Japanese mother seen by the president

The charm of such a detailed "Japanese perspective" marketing, a stylish design, and a loud impression "price setting (Shark EC price of the main product" Evoflex S30 "is usually about 50,000 yen).Evoflex, released in August 2018, quickly gained a reputation by word of mouth.

In addition, the handy cleaner (Evo Power), which was released about a month later, repeated the consumer test of the "Japanese perspective" during the development stage, and the popularity was flooded in a blink of an eye.Gordon says he saw a scene in the marketing stage of cleaning the corner of her room, holding her baby.

"It's hard to squat down and reach out while holding a heavy child. Even a compact handy cleaner thinks that it will be more convenient if the nozzle is long, and from June this year, a set with a detachable extension flooring.("Evo Power Plus") was sold "(President Gordon)

■ We are particular about creating a sales floor

Another thing that emphasized alongside the product itself was the "sales floor".

The Shark Ninja is based on the idea of "sales floor is the first", and emphasizes training and communication of staff standing at the consumer electronics retailer sales floor.As mentioned earlier, Japanese consumers tend to see the products at the store with their own eyes and want to receive a product description until they are satisfied.

Same for public relations activities.If you play a TV commercial, it is difficult to convey the splendor of the product in just 15 seconds.Gordon says, "I want to strive to convey the appeal of the product to the media media" until I understand. "

■ Observation after the release is also important

In general, it is said that it is important to investigate and study the consumer needs of the country, like the Shark Ninja, in "global marketing".

For the first time in a certain country, many companies will send employees to the site for the first time in a certain country, especially in a certain country, and live the lives of people in that country.You will market.

However, not only "before the release" but also "after the release" should always be "experienced" the voice of consumers.To that end, it is not the end of the release, but the reaction of the customer after the release, especially the reaction at the "sales floor", grabbing with sales, store staff, or "your own eyes and ears", and issues and problems.Or it is important to be able to grasp the needs in the future.

Of course, the same can be said for domestic products and services, but because it is an overseas development that may actually be used "unexpectedly use", "after the release" is the voice of consumers.It is important to keep listening, repeat improvement, and create products that are closer (or exceeding needs).

The reason for Shark Ninja's hit is that Gordon's own attitude, who practices the point with himself, practices.

---------- Megumi Ushikubo Marketing Writer Born in Tokyo in Tokyo.She is a marketing company Infinity Representative Director.She got her master's (business management / MBA) at Rikkyo University Graduate School.She is a member of Doshisha University and Big Data Analysis Study Group.She is a member of the Ministry of Finance, Finance System, etc., a Cabinet Office and the Economic and Financial Advisory Council.Her book is "The" one person "Market that the man knows" and "Listen to the single prince!(Both Nihon Keizai Shimbun Publishers), "The herbivorous boys" young lady "change Japan" (Kodansha), and "Youth who do not love" (Discover 21).---------------

(Marketing Writer Megumi Ushikubo = Istock.com)