"Pillow of first -class hotels is 1990 yen" Why can Nitori make products cheaply?

This simple logo is also packed with management philosophy (AFLO)

Nitori Holdings, which is the leader of furniture, interior manufacturing, and retail, was a recoil that had a significant increase in profits in the first semester of the nesting consumption, and only in the most recent third quarter (August 21st to November 20, 2021). Profit was only 21,849 million yen (down 19.0 % year -on -year). [Image] Nitori's popular product sold in the nest, but this is a decrease in profits due to "over -selling in the previous term". Still, the bottom is scary because they are making enough profits. In the past, the price was 57 times in 30 and a half years, according to the Nikkei Shimbun calculation in the past, and according to the Nikkei Shimbun. Where is the secret of Nitori's strength? The reason why Nitori is accepted by Japanese society is that, as mentioned in Nitori's advertising, it is the pursuit of "oh, more." The author has been interviewing Nitori for more than 10 times, but the most impressive is the Nitori Constitution, which is listed by Akio Nitori Holdings. "One cheapness, two cheaper, three to three, four quality, fifth coordination" is the Nitori Constitution. In the place where one to three is "cheap", the obsession of Simonori bleeds. The easiest way to improve quality is to increase the price. But then, it's no longer a product that everyone can buy. Therefore, from one to three of the constitution, everything was "cheap". The highest priority is "cheapness". After that, the quality is thoroughly raised. Because it is simple, it penetrates both employees and customers. If you answer earlier, this Nitori Constitution is the "secret of Nitori's strength." By the way, looking at Nitori's published "2021 Nitori's most sold product ranking", "Hotel Style Pillow Standard (N Hotel 2)" has won the first place in the pillow category. The price is 1990 yen. After all it complies with the constitution. In the product description column, the buyer's appeal point states, "At home, like a high -quality sleep like a first -class hotel!" Because it is a PB product of the company, it cannot be compared with other companies with the same performance of the same performance, but a product called "fluffy fluffy pillow that can taste a hotel" is sold at CHOCHO (Rakuten Ichiba) for 2490 yen. Dignifiedly, it is like a top -notch hotel, and because it is accepted by consumers, this product can be said to be the true value of "oh, more." Then, where is Nitori's secrets that continue to produce a product of "Oh, more?" That is the point that they have the "manufacturing logistics retail business." For example, consider the case where consumers bought wooden tables in non -Nitori shops at Rakuten Ichiba. By the time a wooden table arrives at the consumer, a forest trader (cuts a tree), a manufacturer (planning a product and creating a table), a seller (shop), a platform (Rakuten), and You need a logistics hand to carry things. Costs tend to be expensive because each company is different. Nitori, on the other hand, is responsible for the planning, manufacturing, sales, and logistics of Nitori. On top of that, the cost reduction is thoroughly reduced under their jurisdiction. It is a great advantage that by integrating everything, what is selling now and what is likely to be sold can be conveyed directly to the manufacturing department from the sales and distribution gates. In Nitori, the product is ranked with A, B, C ... in the order of selling, and there is a strong management policy that the best -selling rank A products must not be missed. This policy is something that can only be done in Nitori, where the product is integrated. The pillows mentioned earlier are the supreme orders imposed on Nitori employees that they will never miss out of the selling. Simella has confided the secrets of increasing sales in the Corona evil.

Friday digital