Building a Relationship of Trust with Customers in China
Building “mutual trust” with all stakeholders by providing the highest-quality products and services—this is something that is always at the forefront of our minds when entering overseas markets. Our efforts to build mutual trust in China started in 1979, when we began offering technical assistance to a Chinese factory. Our relationship of trust with customers in China has steadily grown and strengthened over the years.
History of Wacoal’s Efforts to Gain Customer Trust in China
Our history in China started in 1979, when we started offering technical assistance to Shanghai Yale Ladies’ Undergarment Factory. In 1986, Beijing Wacoal Co., Ltd. was established as a joint venture, and began full-fledged operations, including sales activities (Beijing Wacoal Co., Ltd. was reorganized as a wholly-owned subsidiary in 2000; and was renamed Wacoal China Co., Ltd. in 2003). In 2002, Wacoal (Shanghai) Human Science R&D Co., Ltd. was established, and began developing products based on body measurement data on Chinese women.
We are enlarging our circle of mutual trust in China, through our consultation-based sales in stores as well as body measurement and product development based on the collected measurement data of the Research Center.
A cornerstone of Wacoal’s sales activities is consultation. In China especially, where innerwear has only a short history and correct information about innerwear (sizes, how to wear, how to wash and care, etc.) is lacking, consultative sales are extremely important. Beijing Wacoal has conducted consultative sales since its establishment, although such a sales approach was very rare in China at that time. In conjunction with the launch of full-fledged sales activities in China in the mid-’90s, we have strengthened our planning, production and sales systems, and conducted systematic training for sales staff to reinforce customer trust and confidence.
Developing Products that Fit the Bodies and Minds of Chinese Women
Another cornerstone of our business philosophy is to develop products loved by customers. What is fundamental in developing products loved by customers is body measurement data. From 1997 to 1998, we measured the bodies of Chinese people, in cooperation with the Fashion Institute of the China Textile University (the present “Fashion Institute of Donghua University”). As a result, it has been found that there are various differences in physique between Chinese and Japanese.
With the aim not only of collecting body measurement data, but also of evaluating the wearing feel, in 2002 we established Wacoal (Shanghai) Human Science R&D Co., Ltd. in Shanghai, launching our R&D activities in China.
Wacoal (Shanghai) Haman Science R&D Co., Ltd. (Chinese Human Science Research Center)—Conducting Research on the Physiques of Chinese Women—
Since its founding, Wacoal (Shanghai) Human Science R&D Co., Ltd. (Chinese Human Science Research Center) has conducted research on the physiques of Chinese women. The Center has measured the bodies of Chinese women in northeast and south China. The research center has also introduced a trial-fitting monitor system to collect feedback regarding products. At present, based on these collected data, the center is working on the development of products that fit the bodies and minds of Chinese women.
All of the center’s seven researchers are Chinese women. We believe that it is important for local female researchers to measure the bodies of Chinese women and judge what is beautiful. Through measurements taken thus far, the researchers have discovered that there are two types of Chinese women: those who fit innerwear in Japanese sizes fits and those with body shapes particular to Chinese women. This has enabled us to develop products that better fit Chinese women as a whole.
Further, our researchers’ investigations have revealed that, unlike Japanese women, Chinese women prefer a rounded bust. Accordingly, we are taking steps to provide innerwear that caters to such local preferences.
Wacoal’s commitment to human resources development and manufacturing has led to the development of trust by customers in Wacoal and its products in China.
