Many tents were announced at Workman’s new product launch. One Pole Shelter (17,800 yen including tax) to be released in November.
Workman held a new product presentation for Fall / Winter 2022 on September 14th.
While many companies have decided to raise prices due to soaring raw material and transportation costs and the sharp depreciation of the yen, Workman has decided to raise prices for 96% of its private brand (PB) products on this day.If the price remains unchanged until August 2023publicationdid.
It was a new product presentation that attracted attention as to whether or not Workman would raise prices.Outdoor goods such as tents and sunshade tarps were particularly eye-catching at the exhibition hall.
Workman will launch a single-person tent for 4,900 yen (all prices in the article include tax) in the spring of 2022, making a full-scale entry into the camping gear (camping equipment) market.thisSo far, 40,000 single-person tents have been sold.Mr. Tetsuo Tsuchiya, managing director of Workman, said,”It’s unconfirmed, but it might be the best-selling tent in Japan.”and show confidence.
This time, in addition to tents for one person, we announced about 10 new tents, including tents for families that can accommodate four people.
Why is Workman so particular about the camping market?
New design of 4900 yen tent
The most expensive workman tent “3 room shelter” (27,800 yen including tax)
Workman will release 9 new tents after October. They all have different sizes and uses, but they all have one thing in common: low prices.
The cheapest tent “NEW BASIC Dome Tent” is a design change of the tent released in spring, and the price remains unchanged at 4900 yen.
The most expensive item was the “Durable Water Repellent 3-Room Shelter” for 4 people at 27,800 yen. In addition, new products such as the “Durable Water Repellent One Pole Shelter” (17,800 yen), which has a pole in the center of the tent, and the “Resist Touring Tent” (9,800 yen), which is a highly functional one-person tent, are being released at once. do.
In addition, new camping equipment such as four types of sleeping bags in the price range of 6,800 yen to 12,800 yen and a chair for 2,500 yen will be released.
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“Sell 10 billion by 2023”
Managing Director Tsuchiya of Workman appealing the strong performance of the tent that was released for the first time.
Workman has high expectations for camping gear.
According to Workman, in fiscal 2022, the sales of all camping gear was 4 billion yen due to the success of the “4,900 yen tent.” It has been launched to expand to 6 billion yen next year in 2023, and 10 billion yen in 2024, two years later.
Snow Peak, a major domestic camping gear maker, forecasts sales of 31.8 billion yen for the fiscal year ending December 2022, and although it is still short of the scale, if it continues to achieve Workman’s ambitious sales targets, it will have a strong presence in the camping gear market. is likely to intensify.
“I want to reduce my dependence on clothing.”
At the venue of the new product launch, there are plates everywhere that say, “The price remains the same, but it’s really hard…”.
Why does Workman pay attention to camping gear in the first place?
On this day, Managing Director Tetsuo Tsuchiya, who stood on the stage of the presentation, said,“Price competition is fierce in clothing, and we want to increase the ratio of shoes, camping gear, and bags.”said.
Mr. Tsuchiya is from Mitsui & Co. and is known for leading the rebuilding of Workman.
“Apparel is doing great right now, but I don’t know what will happen in five or 10 years.Reliance on clothing needs to be reduced to stabilize management(Mr. Tsuchiya)
In an interview with Business Insider Japan, Tsuchiya said that Workman originally grew up in an environment with few competitors called “work clothes.”
“For 42 years without competition, we lose 100% of the time.
Workman focused on“Markets other than apparel” such as camping gear, where there is little competition in the low-price, high-performance fieldwas.
How will you bring out the “Workman-ness” in the camping gear market?
“By using materials developed in-house, such as materials that are difficult to burn and materials that repel insects, we can differentiate ourselves. Material development costs tens of millions of dollars, so there are merits to in-house development. I think we can make use of this in low-priced products.” (Mr. Tsuchiya)
Shoe market ‘most unique ever’
Many new products were also announced for women’s shoes.
A surprising price of 980 yen.
In addition to camping gear, Workman focuses on low-priced shoes.
At this exhibition, pumps for women were also announced, in addition to 980 yen discount shoes such as “Athle shoes” which were originally very popular.We are particular about functionality, such as squeezing the heel and designing it so that the shoes do not slip off.
As a new business, WORKMAN will open its first store in Osaka in April, specializing in shoes, WORKMAN Shoes. The company plans to increase the number of stores as a new format that will be attached to existing stores.
“Workman shoesIn my opinion, it’s the best and unique work I’ve ever done.There is no other manufacturer that is particular about functions and is in the 1000 yen range. (Mr. Tsuchiya) There is no overlap with ABC Mart (a major shoe sales company).”
Workman pursues its own path by holding back on price increases and aiming for a “market with little competition.”
As the market becomes more severe, attention will be paid to whether the company can develop a source of revenue following apparel.
(Text by Kotaro Yokoyama)
Source: BusinessInsider
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