Daiso, known as the pioneer of "affordable 100-yen stores", also advertised most of its products as 12 yuan after entering Hong Kong, which was deeply loved by Hong Kong people. Unfortunately, the group's founder, Hirohiro Yano, died of heart failure in Hiroshima on February 12 at the age of 80, and his close relatives have held a private funeral for him, which will be held later. In his life, Yano's early entrepreneurial road was actually bumpy, not only the company collapsed, but the debt was as high as 7 million yen, but later due to a small accident, he successfully turned over with a cheap 100 yen shop. According to the Bloomberg Billionaires List, Yano had a net worth of about $1.9 billion when he diedDepartment stores
Failed in the fishing industry and worked as a salesman
According to the book "The Man of 100 Yen: Daiso Yano Hiroshi" written by Japanese writer Eiji Oshita, Yano Hirosho was born in a poor family in Higashihiroshima City, Hiroshima Prefecture. After graduating from ** University in Tokyo in 1967, Yano worked in a variety of jobs, including running a seafood wholesale business that was not doing well at his son-in-law's business, and adding a new farming business. At that time, the Yano couple put in a lot of hard work, but after three years of hard work, they ended up going bankrupt and were saddled with a debt of 7 million yen.
In order to pay off his debts, Hirohiro Yano's family went to Tokyo to work, and at that time he tried his hand at working as a book salesman, a paper clerk, and a bowling alley manager. By chance, he saw a truck from Osaka, loaded with all kinds of groceries, but it was all sold out in just one day, which made him discover a new business opportunity.
Bloomberg reported in 2017 that Hiroshihiro Yano was developing the 100 yen chain at the beginning of a major shift in consumer culture in Japan after the bursting of the economic bubble, citing experts as saying that "his timing was perfect."
Hirohiro Yano, founder of Daiso Daiso Industry.
Against the backdrop of two oil crises in the late 70s, Hirohiro Yano founded "Yano Shoten" in 1972 and Daiso Sangyo Co., Ltd. in December 1977.
In the 1990s, when Japan's bubble economy burst and wages stagnated, the Japanese demanded high-quality and affordable goods.
In order to dispel the doubts of customers, Yano decided to select only the necessities of life with quality assurance and outstanding styling under the premise of the same price, so that consumers can experience the surprise of "making a bargain" in the shopping process.
Daiso products are cheap and of good quality. (daiso@ig)
Daiso products have always been very popular. (daiso@ig)
A small accident gives rise to a uniform ** idea
At that time, Hirohiro Yano decided to use the money he earned from his job to buy a truck, and then bought a batch of goods from Osaka at a low price and began selling them near his hometown of Hiroshima. On one occasion, Yano was in a hurry, leaving all the products unlabeled**, and facing a large number of anxious customer inquiries, he finally decided to sell all the products for 100 yen, regardless of their original value. Although it was just an accident, Hirosho Yano later assessed that all the goods were the same, and it would be more convenient to calculate the total price, which also became the origin of Daiso uniformity**. Against the backdrop of two oil crises in the late 70s, he founded "Yano Shoten" in 1972 and Daiso Industrial Co., Ltd. in December 1977.
In the 1990s, when Japan's bubble economy burst and wages stagnated, the Japanese demanded high-quality and affordable goods.
As of the end of December last year, the company had 4,360 stores in Japan and 990 stores overseas. For the fiscal year ending February 2023, Daiso's revenue was $3.9 billion.
When a bubble bursts, entrepreneurship becomes a perfect business opportunity
Bloomberg reported in 2017 that Hirohiro Yano's development of the 100 yen chain coincided with the beginning of a major shift in consumer culture in Japan after the bursting of the economic bubble, citing experts as saying that "his timing was perfect".
Due to his experience in debt, Yano often has a sense of crisis, and holding cash is more important for Daiso, which has a large amount of inventory inflow and outflow, while listing can only create benefits for Daiso by 1.5 billion yen. Therefore, as long as there is a bank willing to raise money, Yano will always borrow the maximum amount.
Hirohiro Yano has also shared his unique management philosophy in a media column. He pointed out that at the beginning of the establishment of Daiso, because it was too cheap, many people questioned that "cheap is not good", and there were no freshmen who graduated from college who wanted to work in Daiso.
In order to dispel customers' doubts, Yano decided to select only daily necessities with quality assurance and outstanding styling under the premise of unchanged prices, and even pressed the gross profit margin of a small number of products to 10% or even 2%, so that consumers can experience the surprise of "making a bargain" in the shopping process.
Seeking innovation and change, we hope that customers can shop happily
Hirohiro Yano also understands the importance of innovation and change, "If we don't make something better, customers will get bored quickly." In order not to get bored with monotonous products, Daiso launches hundreds of new products every month, and the variety of products that can increase consumers' purchase impulse is another important factor in Daiso's success.
However, in recent years, Daiso has changed the single-** model, and on the basis of keeping most of the goods unchanged at 100 yen, it has added some products that are higher than 100 yen** but highlight the cost performance, bringing out differentiation in the trend of consumption upgrading.
As Hirosho Yano said, when you walk into a store full of what you want, you will be in a good mood. The Daiso 100-yen store is not just a place that sells 100 yen items, but a place where customers can enjoy shopping. ”
150,000 netizens carefully selected Daiso's top 10 most popular products
Japan's Daiso once held a "Daiso Product Election", in which netizens voted for their favorite products of the year, with a total of more than 150,000 votes. What stands out among the many items is the egg seasoner. According to the introduction, you can easily complete the seasoning of eggs by adding a little seasoning, the key point is that this design can make the eggs easy to color and very flavorful, and there is no need to reverse the eggs in the middle, which can save time and seasoning.
Daiso's Top 10 Bestsellers:
10th place pita! Casters
No. 9 Wet wipe covers
8th Drain Hair Collector
7th Stackable Storage Box (15.)2cm x 21.5cm x 16cm）
No. 6 Heated snack bag sealer
No. 5 Washing aerators
No. 4 Microwave oven conditioner for spaghetti
3rd place White multi-purpose cutting board
No. 2 150 sheets of tissues
No. 1 Egg seasoner
The total number of voters exceeded 150,000.
10th place in Daiso PITA! Casters
There is pita! Caers, anything can become a movable object, the casters are attached with adhesive tape, just need to stick the casters on, no need to use screws, anyone can easily install.
Daiso No. 9 Wet wipe cover
Practical and simple little helper! Wet wipes often dry out when the package is opened, so you can easily remove them by attaching the lid to the wet wipe wrapper.
Daiso No. 8 Drain Hair Collector
Women know the importance of this object best, the water level of the bathtub is often clogged due to the hair after washing, there is a collector to collect hair and other garbage, when cleaning, only need to remove the product, this problem can be solved.
DAISO No. 7 Stackable storage box
15.2 cm x 21The 5cm x 16cm storage box is everyone's favorite, not only has depth, but also has a large capacity.
DAISO No. 6 Heated Snack Bag Sealer
This is a very practical invention. With the stapler-like design, opened snacks can be easily sealed with heat, which can maintain hygiene and keep fried foods such as potato chips crispy.
Daiso No. 5 Facial Washing Foamer
Just add your usual facial cleanser and a small amount of water, and then move the wand of the aerator up and down to create a dense bubble.
Daiso No. 4 Microwave oven conditioner for spaghetti
A fun little helper, put the spaghetti in the box, add water and salt, and then put it in the electronic microwave oven to cook the spaghetti well, so as to avoid the trouble of cooking over an open fire.
Daiso No. 3 White multi-purpose cutting board
A small cutting board, the design focuses on the design of protruding on both sides, which can prevent the ingredients from falling, and there is a water pouring level in the corner, which is very intimate.
Daiso No. 2 150 sheets of tissues
Made of 100% pulp, the wiping effect is good, and the large capacity of 150 sheets is "flat and beautiful"!
Daiso No. 1 Egg Seasoner
Champion's Choice! Seasoned eggs can be easily made with just a little seasoning, and the important thing is that the design makes the eggs easy to color and taste, and there is no need to reverse the eggs in the middle of the process, which saves time and seasoning.
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