Already occupying a unique position in the Japanese domestic market, leading health and beauty vendor Wellness Japan is looking to expand its existing international operations to encompass the emerging Asian markets and beyond.
In the 25 years since Wellness Japan was first established, the company, which boasts a wide-ranging portfolio encompassing cosmetics, trading, manufacturing and wholesale, has exceeded expectations, growing at a healthy rate both domestically and in international markets.
The key to the firm’s success, according to company President Naritoshi Hayashida, is simple: “We focus on the fundamentals and repeat them over and over again, and this has led to significant value creation. Some companies neglect the basics and are in a rush to expand; what’s unique about us is that we make these same fundamentals our number one priority.”
Mr. Hayashida’s use of the word “unique” is instructive, for there is little doubt the company plays a singular role when it comes to the Japanese domestic market.
“Here in Japan,” he explains, “we are unusual in the fact that we provide manufacturing services and act as a wholesaler to retail companies and major leading drug stores. We also provide comprehensive logistics services. Our network reaches over 20,000 drug stores across Japan, meaning our services as a manufacturer, a logistics company and a wholesaler are very unique indeed.”
Interestingly, it is the experience of working with so many different organizations that has led to Wellness Japan diversifying its own business. Energy and construction are new fields, for instance, accounting for two of the six companies that now make up the corporation. All firms operating under the name Wellness Japan are, of course, united by a common theme. Mr. Hayashida picks up the thread: “Our business operations may seem completely diversified, but actually there is a keyword throughout: wellness. This wellness connects us all through beauty, lifestyle, construction and living.”
In the face of these new ventures, it is worth noting that some of the company’s more established brands are still going from strength to strength. Indeed, since launching a decade ago, eyelash brand Miche Bloomin has become a firm favorite for those new to false eyelashes and those who usually wear extensions, thanks to its high-quality hair and delicate design.
“Miche Bloomin,” Mr. Hayashida says, “has won numerous awards and is highly regarded not only in Japan but also across Asia, including China, Hong Kong, Taiwan, South Korea and Southeast Asian countries like Singapore, Malaysia, Indonesia and Vietnam; with its popularity extending to the U.S., Canada and Russia.”
In celebration of its recent ten-year anniversary, the brand is reviewing eight of its most popular product items to bring them into line with the U.N.’s Sustainable Development Goals (SDGs). “This renewal,” Mr. Hayashida explains, “focuses on two main themes: enhancing product durability and reducing environmental impact. Our update lashes are twice as strong and reusable, promoting responsible consumption. Additionally, we’ve reduced the amount of paper used in our packaging by 60 percent, helping to protect forest resources.”
Looking to the future, there are exciting times ahead. The company is actively seeking overseas partners and has recently overseen the opening of Wellness Canada in 2020, a development that is helping to create bridges between Japan and the wider world. “A key point for us,” Mr. Hayashida states, “is retaining an element of flexibility. We want to focus on the six major businesses that we have, while remaining poised to take advantage of any coincidental opportunities that may arise.”
On an international scale, the company hopes to make use of its extensive distribution network to export Japanese products to global markets.”There is a growing need for Japanese products,” Mr. Hayashida says. “The world looks to Japan for the highest quality of craftsmanship. We want to leverage that fame and strengthen our exports, to act as a bridge. Right now, Asia is our main target, and we have established distribution in 22 countries in order to promote our brand and become as competitive as some of the Korean brands. Once we have a substantial share in Asia, we would like to expand to other parts of the world.”
Not that Mr. Hayashida is getting ahead of himself. When asked to outline some of his hopes and dreams for the company, he cites the example of Major League Baseball player Yu Darvish. Following his 200th win, Darvish was pressed to comment on his aspirations for the future. What would he like to achieve next? “My 201st,” he responded.
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