Only in the world.Special Japanese Camisoli Market - "History of Japan's Wet shaving market" - The first episode

Only in the world.Special Japanese Camisoli Market

It was in 1904 at the beginning of the 20th century that the T-type replacement safety Camisoli, where many wetshaving was used by a loving person, was born.The inventor is King C. Gillette.The 'Gillette' safety kamisoli is rapidly becoming popular after World War I, and the 'Gillette' will soon become the world's largest company with overwhelming capital and technological power.

There are countries in the world that are the only country in the world that can't win the market share of the "Gillette".That's Japan.

In Japan, the spread of the T-type safety kamisoli came from the First World War.After the end of World War II, the Japanese national security razor industry was established by taking over the project from German prisoners of war.This is the current "Feather," which is the "Safety Camisoli Stock Company".Feather, which gained power in the early Showa period, accounted for 80 percent of the domestic market in the 1930s due to the influence of import restrictions during World War II and the end of World War II.

With the liberalization of imports in 1960, the market opened after the holder first, and imported goods from overseas began to enter Japan.It was "thick" to conquer the Japanese market by outperforming "Gillette" and "Feather" in the competition that followed." Guinness class is the world's most unusual event to have a market share of about 70 %, and continue to protect No. 1 over 30 years.In 1985, we were mentioned by the Washington Post as "the sternmost actor who put the world's giret in the market and reigned in the Japanese market."("Takeuchi Yasushi Tidan" (Takenouchi-ko

Jacob Schick, a founder of "Sick", invented the "Injector" system in 1921, which was a one-edged blade, without touching the blade.Kanzo TAKENOUCHI, the predecessor of Sanbo Shoji (predecessor of the Kamissori Club), who had been thinking about a one-edged beard with a single edge, decided to challenge the Japanese casmitive market, which was the exclusive possession of the Feather Co., and will expand its sales network.

In the 1960s and 80s, there was a major change in Japan's consumption trend.It was a symbolic event that the sales of Daiei in Osaka had surpassed Mitsukoshi in Tokyo in 1972, when the hegemony of department stores shifted from department stores to large discount stores."Sick" and "Gillette" are not the only targets for the Japanese market."Wilkinson Sword," which is strong in the European market, is a "lion" and an old American history, and "American Safety Razor*" (ASR), a subsidiary of Philip Morris, will work with "The King of the Flowers" to advance to Japan as the "King of the World" in the United States.The entry of companies with strong sales channels in sales of toothpaste or soap was a major threat to the industry's peers at the time.

However, in the 1970s, "Feather" and "Wilkinson" dropped the market share, while the peer-king Persona withdrew.Finally, "thick" has been the No. 1 market share in Japan, and has maintained its position up to the present day.In addition to the newest new products, the superior-to-edge products such as "Injector" and "SUPER II," which can be counted more than 50 years after the launch, are still used in the shops, such as the drugstore chain.I think you can say that 'thick' product has been loved in Japan for a long time, and it's the most important evidence.

So why did "Sick" win over the world's "Gillette" and the world's largest "Fesar" in Japan, and have become a brand that is loved by the end?