COPA Corporation

Basic Information

Stock Code
7689
Industry
Wholesale
Category Detail
Consumer Products Wholesalers
Prefecture
Tokyo
Establishment Year
October 1998
Listing Year
June 2020
Official Website
https://www.copa.co.jp/
TSE Information
TSE Information
Yahoo! Finance
Yahoo! Finance
Other Companies
Arata, Logly, FLeAS, Brand T, Nakayama Fuku, Harima Kyowa Bussan, MTG, Shobido, Unicharm, LAOX Holdings, PALTAC

Overview

COPA Corporation is a leading wholesaler founded in 1998, with TV shopping and live demonstration sales at its core. Its strengths include planning and selling diverse lifestyle products and managing live demonstration salespeople.

Current Situation

COPA Corporation recorded net sales of approximately 2.57285 billion yen for the fiscal year ended February 2023, but operating profit, ordinary profit, and net profit were all over 100 million yen in the red. The business spans TV shopping, internet shopping, and in-store sales by demonstration salespeople. It focuses on developing unique private brand products and training demonstration salespeople. Headquartered in Shibuya-ku, Tokyo, with approximately 47 elite employees. Moving forward, it plans to recover sales through EC business expansion and strengthened TV shopping. It aims to enhance market competitiveness via diversified sales channels and digital marketing promotion. Recent TV appearances and branding efforts are bearing fruit, with improved brand recognition expected. The capital structure is stable, with Representative Yasusuke Yoshimura holding over 38%. Future plans include new product development and sales channel diversification to improve profitability and achieve growth.

Trivia

Interesting Facts

  • Founder Yasusuke Yoshimura leveraged his career as a live demonstration salesperson to start the company.
  • Known as a group of pro live demonstration salespeople capable of generating 200 million yen in daily TV shopping sales.
  • Many demonstration salespeople have unique names named by the representative.
  • Operates a directly managed store in Tokyo Solamachi, valuing real-world customer contact.
  • Gained widespread attention for many demonstration salespeople upon listing.
  • 'Legend Matsushita,' a former affiliate, is a former executive and prominent figure in live demonstrations.
  • Affiliated demonstration salespeople often have unique names, creating approachability.
  • High performance in mail-order programs builds customer trust.
  • Strength in fusion of private brand product planning and live demonstrations.
  • Expanding new businesses and brands steadily despite recent losses.

Hidden Connections

  • Representative Director Yasusuke Yoshimura was a live demonstration part-timer before independence.
  • Established a training school for live demonstration salespeople, leading industry-standard talent development.
  • Handles in-house production and appearances in TV shopping programs to maximize sales efficiency.
  • Improved funding and credibility through listing on the Tokyo Stock Exchange Mothers market.
  • Began internet mail-order in 2003, early among peers in online expansion.
  • Directly operated store 'Demokau' serves not only sales but also as a brand demonstration showroom.
  • Major shareholders include Empower Field and Choice, companies related to live demonstrations.
  • Many affiliated demonstration salespeople are trained in-house, exhibiting high loyalty.

Future Outlook

Growth Drivers

  • Strengthening sales channels through TV shopping scale expansion
  • Customer touchpoint expansion by fusing EC and live demonstrations
  • New development and diversification of private brand products
  • Improved training efficiency for live demonstration salespeople via online training
  • Increased demand for related products amid health and beauty market growth
  • Strengthened real-world promotion through regional expansion of directly operated stores
  • Sales strategy optimization using marketing data
  • Mail-order business efficiency boost via IT system enhancement
  • Sales expansion through new domestic and international markets
  • Improved brand recognition via digital ads and SNS utilization
  • New customer acquisition through eco-friendly product development
  • Short-term sales increase via strengthened sales events

Strategic Goals

  • Achieve net sales of 5 billion yen
  • Private brand sales ratio over 70%
  • Expand share in mail-order channels
  • Increase annual live demonstration salesperson training to over 100
  • Business operations compliant with sustainability standards
  • Improve EC sales ratio to over 60% of total
  • Expand directly operated stores to 10 in major domestic cities
  • Introduce cutting-edge digital marketing technologies
  • Build organization emphasizing diversity and work ease for employees
  • Diversify revenue through new business creation

Business Segments

Live Demonstration Salesperson Management

Overview
Manages excellent demonstration salespeople for use in various sales scenarios.
Competitiveness
High sales power through demonstration salesperson training system
Customers
  • TV shopping program production companies
  • Mail-order operators
  • Advertising agencies
  • Event organizers
  • Directly managed store managers
Products
  • Dispatch of demonstration salespeople
  • Sales script creation
  • Training programs
  • Performance support
  • Marketing support

Product Wholesaling

Overview
Wholesale business providing a wide range of lifestyle products to retailers.
Competitiveness
Extensive PB product lineup and integration with live demonstrations
Customers
  • Retailers
  • TV shopping operators
  • Internet mail-order operators
  • Physical store operators
  • Specialty store resellers
Products
  • General household goods
  • Kitchenware
  • Health and beauty devices
  • Daily necessities and household goods
  • Private brand products

Mail-Order Business Support

Overview
Comprehensive support services for mail-order business operations and planning.
Competitiveness
Total support based on mail-order expertise
Customers
  • TV shopping operators
  • EC site operators
  • Mail-order operators
Products
  • Sales planning
  • Advertising production
  • Logistics support
  • Customer management systems
  • Marketing consulting

Private Brand Development

Overview
Provides planning and development of PB products tailored to customer needs.
Competitiveness
Planning capabilities reflecting market trends
Customers
  • Major retailers
  • Mail-order operators
  • Own sales channels
Products
  • Planning proposals
  • Product development support
  • Quality control
  • Manufacturing management
  • Brand strategy

Live Demonstration School Operation

Overview
Advances talent development through operating a school to enhance live demonstration skills.
Competitiveness
Training content leveraging years of live demonstration experience
Customers
  • Demonstration salesperson candidates
  • Mail-order operators
  • Sales staff training managers
Products
  • Sales technique training
  • Performance coaching
  • On-the-job training
  • Training materials
  • Certification

Event and In-Store Sales Support

Overview
Business supporting sales promotion at stores and events.
Competitiveness
Improved customer attraction through live demonstration know-how
Customers
  • Retail stores
  • Commercial facilities
  • Event planning companies
  • Promotion agencies
Products
  • Live demonstration event planning
  • Sales staff dispatch
  • Promotion planning
  • Sales support tool production

Logistics and Delivery Agency

Overview
Efficiently handles mail-order product logistics to improve customer satisfaction.
Competitiveness
Rapid logistics tailored to mail-order
Customers
  • Mail-order operators
  • Retailers
  • Store operators
Products
  • Product inspection
  • Warehouse storage
  • Delivery management
  • Returns handling
  • Inventory management

Marketing Data Analysis

Overview
Provides data analysis and marketing strategy support for sales promotion.
Competitiveness
Practical analysis based on mail-order sales data
Customers
  • Mail-order companies
  • Retailers
  • Advertising agencies
Products
  • Customer data analysis
  • Purchase trend analysis
  • Advertising effectiveness measurement
  • Campaign design support

IT System Development and Operation

Overview
Handles development and operation of IT systems supporting mail-order businesses.
Competitiveness
Know-how in systems development specialized for mail-order
Customers
  • Mail-order companies
  • Retailers
  • Logistics companies
Products
  • Mail-order site construction
  • Order management systems
  • Inventory management systems
  • Customer management systems

Overseas Market Research and Expansion Support

Overview
Supports market research and expansion for companies aiming for overseas sales.
Competitiveness
Extensive track record in Asian markets
Customers
  • Mail-order operators
  • Retailers
  • Export companies
Products
  • Market needs research
  • Export procedure support
  • Local partner selection
  • Logistics network construction

Product Packaging Design

Overview
Provides packaging design to maximize product appeal.
Competitiveness
Design considering appeal in live demonstrations
Customers
  • PB product developers
  • Retailers
  • Marketing staff
Products
  • Packaging planning
  • Design production
  • Branding support

Customer Support and Customer Service

Overview
Provides prompt and courteous service to enhance customer satisfaction.
Competitiveness
Specialized staff with extensive product knowledge
Customers
  • Mail-order customers
  • Retail users
  • Live demonstration customers
Products
  • Inquiry response
  • Returns and exchanges processing
  • Product explanation support

Competitive Advantage

Strengths

  • Unique training system for live demonstration salespeople
  • Diverse private brand products
  • Strong sales power in TV shopping
  • Headquarters located in central Tokyo
  • Reliability as a listed company
  • Utilization of diverse sales channels
  • Rapid decision-making with lean organization
  • Brand power of demonstration salespeople
  • Customer touchpoint expansion through EC strengthening
  • Unique marketing techniques
  • Accumulated track record since founding
  • Active management by the representative
  • Multi-faceted business development
  • Direct customer connection via physical stores
  • Advanced sales skills training

Competitive Advantages

  • Differentiation from competitors through specialized talent management in live demonstrations
  • Flexible response to market needs via private brand development
  • Expanded reach with sales strategy fusing TV shopping and EC
  • Diversified sales channels linking directly operated stores and online
  • Specialized expertise and accumulated know-how in lifestyle goods wholesaling
  • Securing customer trust through powerful demonstration salesperson network
  • Established talent development system with in-house training and school operations
  • Financial stability supported by major shareholders
  • Brand value as a Tokyo Stock Exchange Growth Market listed company
  • Total support capabilities in advertising production and sales promotion
  • Secured diverse revenue sources through mail-order support business
  • Highly convenient base in Shibuya-ku, Tokyo
  • New product planning and swift market launch capabilities
  • Sophisticated sales strategies leveraging extensive sales data
  • Maximized promotional effects through event sales support

Threats

  • Intensifying competition in TV shopping market
  • Impact of post-COVID consumption behavior changes
  • Market dominance by major internet mail-order players
  • Rising raw material and logistics costs
  • Challenges in talent acquisition and training
  • Risks from changes in tax system or regulatory environment
  • Consumption decline due to economic downturn
  • Emergence of new entrants
  • Limitations in brand recognition
  • Rising operational costs for physical stores
  • Supply chain disruption risks
  • Delays in digital transformation

Innovations

2023: EC Site 'Demokau' Renewal

Overview
Completely renewed the online sales platform to improve usability.
Impact
EC sales increased 20% year-over-year

2022: Launch of Online Training for Live Demonstration Salespeople

Overview
Introduced remote training system to efficiently train demonstration salespeople nationwide.
Impact
Training participants increased by 30%

2021: Announcement of New Private Brand Series

Overview
Launched a new brand line for lifestyle goods to strengthen appeal to younger demographics.
Impact
Successfully acquired new customer segments

2020: Opening of Directly Operated 'Demokau' Store in Tokyo Solamachi

Overview
Opened a physical store centered on live demonstrations to expand real-world sales opportunities.
Impact
Physical store sales up 15% year-over-year

Sustainability

  • Initiated reduction of plastic in packaging materials to lower environmental impact
  • Introduced energy-saving lighting in physical stores
  • Support program for health management of live demonstration salespeople
  • Promotion of remote work for staff
  • Active participation in local cleanup activities