Micreed

Basic Information

Stock Code
7687
Industry
Wholesale
Category Detail
Mail Order & Online Shopping
Prefecture
Tokyo
Establishment Year
November 2012
Listing Year
March 2020
Official Website
https://corp.micreed.co.jp/
TSE Information
TSE Information
Yahoo! Finance
Yahoo! Finance
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Overview

Micreed is a Tokyo-based wholesaler established in 2012, specializing in mail-order sales of ingredients for small and medium-sized izakayas, with strengths in handling a wide variety of ingredients and online sales of commercial-use ingredients.

Current Situation

In recent years, Micreed has expanded its offerings of a wide range of ingredients, including meat, vegetables, and desserts, primarily to small and medium-sized izakayas through mail-order sales. Estimated sales for fiscal 2023 are around 5 billion yen, and it continues to grow. The core ingredient mail-order business is expanding its customer base with differentiated product lineups in the commercial ingredients market, distinguishing itself from competitors. In response to the growth of e-commerce channels in Japan's food wholesale industry, it is developing sales networks utilizing EC and direct sales. From a sustainability perspective, it implements initiatives focused on safe and secure ingredient supply and reducing food loss. In the medium term, it aims to further expand the market through IT-driven logistics efficiency improvements and enhanced customer services. Going forward, it will focus on new product development and digital transformation to enhance its competitive edge in the wholesale industry.

Trivia

Interesting Facts

  • Growth company that achieved Tokyo Stock Exchange Mothers listing within 10 years of founding
  • Specializes in ingredient needs of urban small izakayas, driving industry innovation
  • Realized wide product range from meat to desserts via ingredient mail order
  • Continued sales growth even during COVID-19 through EC expansion
  • Possesses price competitiveness through proprietary procurement routes
  • Addresses time-saving needs with development of pre-cooked ingredients
  • Promotes product diversification through entry into health foods
  • Focuses on strengthening close communication with customers
  • Diversifying business including some real estate leasing operations
  • Emphasizes social contributions and supports regional revitalization

Hidden Connections

  • Established a different market position from major food wholesalers by specializing in small restaurants
  • Some health food products have partnership ties with competitor pharmaceutical companies
  • Strong ties with regional producers through promotion of local products
  • Expanding business partnerships with IT companies through EC strengthening
  • Collaborating with automation technology vendors to improve logistics efficiency
  • Involved in private brand development for some restaurant chains
  • Utilizes data from mail order for product planning
  • Reducing environmental impact through introduction of renewable energy facilities

Future Outlook

Growth Drivers

  • Digitalization of restaurant market and EC expansion
  • Increasing demand for operational efficiency in small restaurants
  • Market expansion of health-oriented products
  • Advancement of food logistics automation and efficiency
  • Growing interest and demand for regional ingredients
  • Recovery of dining demand post-COVID
  • Customer growth through strengthened online promotion
  • Shift to environmentally conscious products
  • Rising needs for menu diversification
  • Spread of logistics cost-reduction technologies

Strategic Goals

  • Double mail-order sales
  • Sustain operating profit margin above 5%
  • Become industry leader in EC platform
  • Achieve 50% reduction in food loss
  • 30% sales increase through new health food lineup
  • Expand regional ingredient supply and strengthen producer support
  • Promote acquisition of certifications for reduced environmental impact
  • Achieve 80% logistics automation rate
  • Become leader in supporting DX for small restaurants
  • Build long-term trust with diverse customer segments

Business Segments

Ingredients for Restaurants

Overview
B2B mail-order of commercial ingredients that stably supplies a wide range of ingredients mainly to small and medium-sized restaurants, contributing to reducing cooking burdens.
Competitiveness
One-stop provision of diverse ingredients and rapid delivery system.
Customers
  • Small and medium-sized izakayas
  • Restaurants
  • Cafes
  • Accommodation facilities
  • Bento manufacturers
  • Catering companies
  • Employee cafeterias
Products
  • Pre-cooked ingredients
  • Fresh meats
  • Frozen foods
  • Vegetables and fruits
  • Seasonings
  • Prepared dish ingredients
  • Beverages
  • Rice and grains

Food Wholesaling

Overview
Wholesale business supporting distribution by providing processed foods to a variety of sectors from retail stores to food manufacturing.
Competitiveness
Diverse product range and responsiveness to customer needs.
Customers
  • Retail supermarkets
  • Convenience store chains
  • Specialty stores
  • Food manufacturers
  • Health food retailers
Products
  • Processed foods
  • Frozen foods
  • Health food ingredients
  • Confectionery ingredients
  • Seasonings and sauces

Mail Order Business

Overview
Utilizes EC to offer a variety of products via mail order to restaurants and individual customers.
Competitiveness
Highly convenient online ordering system and product diversity.
Customers
  • End users
  • Individual consumers
  • Restaurant owners
  • Small businesses
Products
  • Ingredient sets
  • Pre-cooked foods
  • Health foods
  • Desserts

Commercial Health Foods and Supplements

Overview
Segment providing commercial health foods and raw materials to the health-conscious market.
Competitiveness
Focus on quality and diverse product lineup.
Customers
  • Health food retailers
  • Drugstore chains
  • Mail-order companies
Products
  • Collagen drinks
  • Aojiru products
  • Supplement ingredients

Competitive Advantage

Strengths

  • Specialization in small izakayas and rich ingredient lineup
  • Efficiency of sales network utilizing mail order
  • One-stop ingredient supply system
  • Flexible logistics system responding quickly to customer needs
  • Operational expertise in ingredient wholesaling
  • Rich brand portfolio
  • Stable quality control system
  • Integration of EC and direct sales channels
  • Diverse product range for Japanese and Western menus
  • Pre-cooked ingredients that reduce cooking burden

Competitive Advantages

  • Business model specialized in commercial ingredient mail order
  • Deep understanding of the fragmented small restaurant market
  • Strengthened customer touchpoints through integration of mail order and EC
  • Market reach expansion through diverse sales channels
  • Secured product price competitiveness via proprietary procurement network
  • Improved customer satisfaction with rapid delivery services
  • Support for menu diversification with enriched seasonings and sauces
  • Differentiation through active adoption of regional products
  • Product expansion corresponding to growth in health foods and desserts
  • Building long-term trust with customers

Threats

  • Intensifying competition in food wholesaling
  • Potential strengthening of regulations in mail-order market
  • Risk of rising logistics costs
  • Risk of reputational damage from food safety issues
  • Risk of supply chain disruptions from natural disasters
  • Rapid changes in consumer preferences
  • Uncertainty in food prices and raw material procurement costs
  • Intensified price competition from EC competitors
  • Market disruption due to low entry barriers
  • Impact from strengthened regulations in health food market

Innovations

2023: EC Platform Renewal

Overview
Revamped online ordering system to improve customer convenience.
Impact
Reduced order processing time and improved customer satisfaction.

2022: Introduction of Logistics System Automation

Overview
Adopted automated picking system for warehouse operations.
Impact
20% improvement in operational efficiency and reduced mis-shipments.

2021: Development of New Health Food Line

Overview
Expanded lineup of beauty- and health-oriented supplement products.
Impact
Opened new customer segments and increased sales.

2020: Strengthened Direct-from-Produce-Area Ingredient Procurement

Overview
Promoted product diversification through strengthened ties with local producers.
Impact
Achieved differentiation and regional contributions.

Sustainability

  • Introduction of food loss reduction program
  • Support for local economy through use of regional ingredients
  • Establishment of safe and secure ingredient procurement standards
  • Promotion of environmentally friendly packaging materials
  • Initiatives to improve employee work-life balance