Daiso Background

Topics: Retailing, Marketing, Brand Pages: 2 (767 words) Published: January 15, 2012
Introduction about the brand Daisō or The Daisō (ザ・ダイソー) is the largest franchise of 100 yen shops in Japan owned by Daiso Sangyo Corp. (株式会社大創産業 kabushiki gaisha daisō sangyō, headquarters: Higashihiroshima, Hiroshima Prefecture). Daiso has a range of over 100,000 goods, of which over 40 percent are imported goods, many of them from China. Many of these are own-brand goods. Daiso sets itself apart from other 100 yen shops by choosing not to sell closeout or factory second merchandise. Instead, they keep prices low by purchasing directly from manufacturers in very high volume, a strategy often compared to Wal-mart. Daiso often uses such locations as previous pachinko parlours for its retail outlets. They spend a lot of money on shelving and fixtures to help the stores compete with more high-end retailers. The stock of items retailed at each shop is varied frequently in order to increase repeat customers. Daiso categorizes all its own-brand items on sale using the morpheme zap (ザ), the Japanese representation of the English word "the", plus a category. For example, za hanabi (ザ・花火) is the category for fireworks, and za purasuchikku (ザ・プラスチック) is the category for plastic items such as plastic buckets or trays. In 2004, Daiso also started selling items priced at multiples of 100 yen, such as 200, 300, 400 or 500 yen.

Extra: In the past, Singapore do have similar concept shop, The 1.99 shop, however due to huge ambitious by the owner(outlets all over the place, be it expensive rental or lousy place), it actually cost the entire company to make a loss instead of any profit.

Two main groups of consumers
In fact Daiso’s consumers can be anybody, there are no specific groups of consumers, because you, and I would seriously love having items at a much affordable price. Be it woman, man, children and teenagers.

As Daiso offered a huge variety of items, from home basic like plates, bowls, to clothes, like singlet,...
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