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00:00Today's Gatchirimonday is Matsukiyo Kokokara & Company!
00:08Matsumoto Kiyoshi is a pioneer who opened a drugstore in Japan 37 years ago.
00:18From there, he continued to expand.
00:22And now!
00:24A huge drugstore chain that develops 5 stores such as Fine and Pappas!
00:32Its annual sales are over 1 trillion yen!
00:37The number of stores is also the largest in the industry!
00:42And now!
00:44It's the most popular drugstore chain in Japan!
00:49This time, Matsukiyo Kokokara will tell us why it's so popular!
00:58I always buy products from Matsukiyo Kokokara.
01:04There are a lot of good products, so I buy a lot.
01:09This is Matsukiyo Kokokara's original product.
01:13This is why it's so popular!
01:15This is how you push it.
01:18And then it soaks in.
01:20It's not cheap!
01:22There's that!
01:24How do you make a product that makes customers want to buy it?
01:28It's everywhere!
01:32From big stores to small stores!
01:35Matsukiyo Kokokara can make anything!
01:41Matsukiyo Kokokara & Company's 30-minute secret!
01:49Good morning!
01:51The president of Matsukiyo will be here today.
01:54Matsukiyo Kokokara & Company.
01:57The drugstore industry is a combination of many things.
02:04I don't know if I should say this, but my wife was in a Matsukiyo commercial.
02:13Does the president know?
02:15I'd like to ask her a few questions.
02:17I'll go greet her.
02:20Good morning!
02:22Please come in.
02:24Nice to meet you.
02:26You look cool, Mr. President.
02:30Let's go inside.
02:32Matsukiyo Kokokara & Company's 30-minute secret!
02:37Matsukiyo Kokokara & Company's 30-minute secret!
02:42I don't know if I should say this, but my wife was in a Matsukiyo commercial.
02:46Matsukiyo Kokokara & Company's 30-minute secret!
02:53Matsukiyo Kokokara & Company's 30-minute secret!
02:58Let me introduce today's guest.
03:00He is Kiyo Matsumoto, the president of Matsukiyo Kokokara & Company.
03:06Nice to meet you.
03:08I thought he was a tough guy, but he's a unique guy.
03:15You have a cold, don't you?
03:16Well, I've been working since July of this year.
03:23I think I should take care of my hair and piercings more freely.
03:27If I do it first, no one will get mad at me.
03:32That's very interesting.
03:34Do you feel like you have to do it since you were a kid?
03:37No, not at all.
03:39Since you were born in Matsumoto Prefecture, you have to follow Kiyoshi Matsumoto.
03:43No, I used to work at a sports club.
03:46Are you an instructor?
03:48I don't know if I'm an instructor or an instructor.
03:53So you used to work part-time?
03:55Yes, I did.
03:57I see.
03:59I thought I'd get paid if I worked.
04:01I didn't think I'd be called back.
04:04Did your father tell you to come back?
04:06Yes, he did.
04:08Where did you start?
04:10I worked part-time as a full-time employee for a year.
04:14Then I worked part-time for about two years.
04:16Did you get a job?
04:18Yes, I worked as a store manager.
04:20Then I joined the head office and started developing stores.
04:25That's how I got famous.
04:27Are your family members like you?
04:33I don't know if I'm good at it or not.
04:36I don't know.
04:38So you're good at it?
04:41It just so happens that I'm good at it.
04:43I'm one in two.
04:45That's so funny.
04:47Let's talk about the secret of Matsukiyo Koko Kara & Company's product development.
04:55Matsukiyo Koko Kara & Company.
04:58The biggest secret of their profits is...
05:01You can tell by looking at the products they sell in stores.
05:05Let's go to Matsumoto Kiyoshi Matsudo Kogane store in Matsudo City, Chiba Prefecture.
05:10Let's take a look inside.
05:12It's quite spacious.
05:15On the big floor, there is a drug store.
05:20And of course, there is a medicine corner.
05:23There is also a cosmetics corner.
05:27There are daily necessities such as laundry detergent and cleaning goods.
05:32There are also snacks and frozen food.
05:37There is also meat.
05:40There are a total of about 20,000 items.
05:49Fujimori-san, who is in charge of advertising.
05:52Which of these products is Matsukiyo Koko Kara & Company's best selling product?
05:58Our best selling product is our private brand product.
06:02What is a private brand product?
06:07It is an original product made by Matsukiyo Koko Kara & Company.
06:11In the medicine corner, there is a drug with the brand name Matsukiyo.
06:22In the cosmetics corner, there is also a product with the brand name Matsukiyo.
06:27Matsukiyo Koko Kara & Company's products are everywhere.
06:33Sakurai-san, who is in charge of product development.
06:40Which of the 20,000 items in the store is the number of PV products?
06:47It's about 2000.
06:49It's about 10%.
06:51How much is it?
06:53It's about 13%.
06:54It's about 10%.
06:56It's only about 10%.
07:00PV products that are made by themselves and sold by themselves are quite profitable.
07:05Matsukiyo's PV products are selling well.
07:11It seems that Matsukiyo's private brand products have their own strategies.
07:20Matsukiyo's Private Brand Product Strategy No. 1
07:25The drug is a package.
07:29The manufacturer has a brand, so he sells it with the product name.
07:35Our product is not a product name, but a medicine for what.
07:40We develop it so that it is easy to understand.
07:44Matsukiyo's PV medicine is a package.
07:49For example, it's a heat-resistant painkiller.
07:52In the name of the brand, you can't beat Bafalin and Eve.
07:58Matsukiyo's medicine is a strategy to put a big name on it.
08:08What else is in it?
08:10The effective ingredient is ibuprofen.
08:13I wrote it on the front of the box and put it on the shelf.
08:18I see.
08:20It's easy to understand.
08:22Matsukiyo's Private Brand Product Strategy No. 2
08:27Solve a small problem.
08:31Mr. Kato, do you know why this is Matsukiyo's PV product?
08:38It looks like a cushion.
08:42Mr. Sakurai, what is the correct answer?
08:44It's a toilet paper.
08:47Is this a toilet paper?
08:49You're kidding me.
08:51Mr. Hatomi, why did you develop this?
08:56I thought it was a little embarrassing to buy a toilet paper at a store and bring it home.
09:08That's right.
09:10I thought it was a little embarrassing to buy a toilet paper at a store and bring it home.
09:18I thought it would be fun to bring it home, so I developed it.
09:25You're kidding me.
09:27I thought so.
09:29Matsukiyo's Private Brand Product Strategy No. 3
09:33Solve a small problem.
09:37You can sell a lot of products.
09:41For example, a mask.
09:44If you wear a mask for a long time, your ears will hurt.
09:49If you wear a mask with a soft material, you can sell a lot of products.
09:57Mr. Wada, who is in charge of the development of cosmetics, made this.
10:02I think this is the best-selling product.
10:09This is a cleansing water developed by Mr. Wada.
10:15There is a secret to how to make it.
10:18I think that's why it was a hit.
10:20Normally, cleansing water comes out like this.
10:27But this is...
10:30You hold it like this and press it like this.
10:34It's made of chalk.
10:38You can do it with one hand.
10:41I'm clumsy, so I thought it would be easy to do it while watching TV.
10:48This product can be made with just one hand.
10:58I think it sold more than I expected.
11:05In addition, Matsukiyo does this to help customers.
11:12The staff of the store are always in contact with customers.
11:20So I get a lot of ideas from them.
11:23So, this bandage was born.
11:27A clerk who was advised that he wanted to put a bandage on his face, but he didn't want to stand out.
11:35So I thought, why don't I put makeup on the bandage?
11:42By processing the surface of the bandage unevenly, it is easy to apply foundation.
11:53I don't understand.
11:56This product is now in the top 5 in the bandage sales ranking.
12:03And the other one is a little different.
12:07How to make Matsukiyo's product.
12:11Matsukiyo's private brand product strategy.
12:14The third one.
12:16Tell the manufacturer how to make it.
12:20Sakurai went to a meeting for men's products.
12:26For some reason, the manufacturer of men's cosmetics, Mandam.
12:30Mandam.
12:32In a sense, it is a rival manufacturer.
12:35Does this mean that you will make PD products together?
12:39I will analyze the sales data of customers.
12:44I will analyze the values of customers.
12:49I want to attract customers with new values.
12:53Sales data? Values?
12:56Yes.
12:58Matsukiyo has an app and a membership card.
13:03The number of members is 1.5 million.
13:09The data of what kind of people the members bought is accumulated.
13:17Based on this data, customers are classified according to their values.
13:22People who are sensitive to trends.
13:26People who are particular about fashion.
13:28People who want to do good for their body.
13:30People who like cheap things.
13:33This time, Matsukiyo shares this data with Mandam.
13:40Until now, people who bought Gatsby and Lucid were like this.
13:45This time, we are aiming for people around here and increasing the number of customers.
13:50What is Mandam doing?
13:54The data analysis of Matsukiyo is famous in the industry.
14:02Targeting?
14:04I think it's amazing that the approach is accurate.
14:08As a result of the data analysis, customers who liked Mandam so far chose a brand.
14:15It's a bit realistic.
14:17The new product I made in April is this.
14:21NAREDGE.
14:23This is a private brand of men's skin care and hair care.
14:27It's a bit of a beauty otaku.
14:30It's sensitive to trends.
14:32It's aiming for a different layer of customers than before.
14:35The skin care is a combination of the latest beauty ingredients called Ceramide Bicel.
14:42This is a sale that ranks high in each category.
14:4980% of the customers who buy it are people who haven't bought Mandam products before.
14:56It's a wish for Mandam.
15:00From now on, Matsukiyo is a private brand.
15:05There are various products.
15:07I learned a lot.
15:08Did you learn a lot?
15:10You have to know everything.
15:12I try not to get involved.
15:14Why?
15:16When a company is growing, there is always a charismatic person.
15:20The power to lead is strong.
15:23However, if the growth stops, it will be a lump of people who have done what they have been told.
15:28I understand.
15:30Then we can't think of anything and do it.
15:32If you do what you have to do, everything will go to waste.
15:35I thought I had to fix it.
15:39I decided to change it from top-down to bottom-up.
15:42I worked on various things such as proposal system.
15:45I made a solid proposal and solved the problem myself.
15:51I see.
15:53You're going to do it after you've got your opinion from the site.
15:56That's right.
15:58You made that change because you were at the site.
16:00Yes.
16:02As I said in the VTR, information is coming up from various places, such as employees.
16:08When the people at the head office make it, they try to make what the manufacturers are selling.
16:13They don't sell it, so it's no good.
16:15I've seen it from the beginning.
16:17In order not to do that, it's best not to get involved.
16:20I see.
16:22What is the president doing?
16:24I'm just looking at what I've done.
16:27I don't get in the way.
16:28I don't get in the way.
16:30I like this.
16:32That's why it's so diverse.
16:35I agree.
16:37I can't think of a place to put it on my face.
16:42I think so, too.
16:44It's interesting.
16:46I think it's going to be a very free company.
16:48Matsuki is going to start his own company.
16:51Another feature is that there are many shops.
16:56There are 3,400 of them all over the country.
17:01Of course, it's a fair number in the drugstore industry.
17:05And it's not just about the number.
17:08It's all over the place.
17:10If you think about it, it's in the middle of Ginza, the capital of Tokyo.
17:14There are shops with parking lots in Rito, Nagasaki, and Gotoretto.
17:20There are shops all over 47 prefectures.
17:23This is Nozawa, who is in charge of store development.
17:28What is his biggest feature?
17:30As far as I know, only a few people in the drugstore industry can open a store like this.
17:38I wonder why.
17:40There are no shops like Matsukio's in the drugstore.
17:46Moreover, there are shops in front of the station in the city.
17:52There are small shops in the basement of the station.
17:56There are shops with 5 floors in the building.
17:59There are also big shops with parking lots.
18:03There are various types of sizes and shapes.
18:07Usually, chain stores are located in front of the station.
18:12If it's in the suburbs, it's in the suburbs.
18:14It's better to have a shop like this in the same place as much as possible.
18:18It's cost-effective and efficient.
18:22Why can Matsukio open various stores in various places like this?
18:29In fact, its roots are in Matsukio's history.
18:33Matsukio.
18:35Matsukio.
18:37Matsukio was founded in 1932 in Matsudo City, Chiba Prefecture.
18:42It was run by Matsumoto Kiyoshi, the grandfather of the current president.
18:46Matsumoto Yakuho is a drugstore run by an individual.
18:50At that time, the drugstore was a place for people who were sick.
18:56When Matsumoto Namio, the 4th president, wanted to open more stores,
19:03he went to the U.S. to look for a new way to run a drugstore.
19:09Huh?
19:11It's a drugstore, but they also sell other drugs.
19:15A lot of healthy-looking people are shopping.
19:19This is it!
19:21In 1987, Matsumoto Kiyoshi, the founder of Katakana Hyouki, opened a shop in Ameyoko, Ueno.
19:33This is the beginning of the urban drugstore chain in Japan.
19:39The shop, which was also gorgeous, became very popular among young people.
19:45As time went on, Bubble Zen Seiki became more and more popular in front of Toshin Station.
19:52Ten years later, in the 1990s, young people left Toshin Station,
19:58bought houses in the suburbs, and moved to the countryside.
20:03This time, he opened a drugstore with a parking lot on the side of the road.
20:07In addition, he opened a drugstore all over the country.
20:14By the way, at that time, Yamanichi Moe and Yuka were promoting young female talents.
20:21This person is also...
20:23Here it is.
20:25I knew it!
20:26Mr. Kaori, the wife of Mr. Kato, was also in the commercial for Matsukiyo.
20:32She was young.
20:34In this way, Mr. Matsumoto Kiyoshi opened more shops all over the country.
20:39Mr. Nozawa says that it doesn't matter where you open a shop.
20:44Basically, I try to open a shop near a customer-guided facility.
20:49A customer-guided facility?
20:51For example, a station, a school, a large commercial facility, or a large hospital.
20:56That's right. In Toshin and in the countryside,
20:59Matsukiyo's selling point is within a minute's walk from a station, a school, or a hospital.
21:08In that case, it is not always possible to find an item of the size you want.
21:15For this reason, Matsukiyo has accumulated the know-how to open a shop of any size.
21:22For example, a store near Ikebukuro Station.
21:26Or a store on the second floor in front of the station.
21:29There are also stores on the fifth floor of the building.
21:34Matsukiyo, which is the smallest in Ikebukuro.
21:38This is our store.
21:42This is Echika Ikebukuro, which is located in the commercial facility directly connected to Ikebukuro Station.
21:49There are about 25 shops and super-small stores.
21:51This is a super-small store.
21:54Normally, it is difficult to open a shop in such a small space.
21:59So, what is Matsukiyo doing?
22:02Actually, Matsukiyo is losing that.
22:10In order to open a shop in such a small space, what is Matsukiyo doing?
22:15Matsukiyo wants to use as much of the space as possible in the store.
22:21So, Matsukiyo is trying to use the warehouse as much as possible in the store.
22:26So, Matsukiyo is losing the warehouse.
22:29Matsukiyo is moving the warehouse from the delivery center.
22:33Matsukiyo is doing this because there are many stores.
22:38In addition,
22:40Matsukiyo is removing the wall.
22:42Matsukiyo is removing the wall.
22:44Matsukiyo is making the shelves of the products higher than usual so that more products can be placed.
22:50If you devise a good design and layout of the store,
22:55you can open a shop in a small space.
23:00Also, there is another thing that I was worried about around Ikebukuro Station.
23:05There are two stores, Higashiguchi and Annex, which are close to each other.
23:09Does this make sense?
23:12Higashiguchi is aiming for this.
23:15Higashiguchi is located in front of the station,
23:19so we are aiming for people who go to play or go to work from the station.
23:24This store is aiming for people who go to the station.
23:32Yes, especially in the downtown area,
23:36if one street is different, the flow and type of people walking are different.
23:40Matsukiyo changes the layout of the store so that no customers miss it.
23:46Matsukiyo continues to launch various stores in various places.
23:52It will continue.
23:55Is Matsukiyo the only store in the drugstore that has a variety of large and small stores?
24:00I want to see it. I'm listening to you now.
24:03I don't go to other companies.
24:05I don't go to other companies.
24:08I can do various patterns.
24:11I can do various patterns.
24:14How do you deal with other drugstores?
24:19I raise the quality of food in the suburbs.
24:23I make a store that is closer to life and supermarkets.
24:28But I'm wondering if it's really professional.
24:32In Matsukiyo, beauty and health are the basics.
24:36I want to provide a variety of fun to come to the store and look for beauty and health.
24:41By having more expertise, you can offer a solid product to the customer.
24:46I think that can be differentiated.
24:49I've heard a lot of stories.
24:52Finally, I heard that President Matsumoto has a wonderful announcement.
24:57Please tell me.
24:59That's after CM2.
25:04Please tell me the wonderful announcement.
25:07There are some products on the table.
25:12This is a male cosmetics cream.
25:18Women are also popular.
25:21This is a beauty snack.
25:24How many people in total?
25:2651 people.
25:27How about the president?
25:2951 people?
25:31The president?
25:34It's like a middle-aged man.
25:37I'll give you 100.
25:39Thank you very much.
25:41I'm sorry.
25:43Thank you very much.
25:45From Matsukiyo Coco,
25:48100 people will be able to purchase a new cream and a set of Baudolce.
25:54You can also apply from the phone number you see or the program homepage.
25:59Until Tuesday, the 19th.
26:01Thank you very much.