MTG

Basic Information

Stock Code
7806
Industry
Other Products
Category Detail
Consumer Products Wholesalers
Prefecture
Aichi Prefecture
Establishment Year
January 1996
Listing Year
July 2018
Official Website
https://www.mtg.gr.jp/
TSE Information
TSE Information
Yahoo! Finance
Yahoo! Finance
Other Companies
Ai Robo, Arata, freee, Nakayama Fuku, Harima Kyowa Trading, BuySell, Copa Corporation, Sobi-do, Unicharm, Laox Holdings, PALTAC

Overview

MTG is a manufacturer of beauty devices and health appliances established in 1996, developing famous brands such as 'ReFa' and 'SIXPAD', and expanding its business both domestically and internationally.

Current Situation

MTG has a solid management foundation with consolidated sales of approximately 60.4 billion yen and net assets of approximately 59.5 billion yen in the fiscal year ended September 2018. Its flagship brand 'SIXPAD' was co-developed with world-renowned athletes to boost recognition and secure a strong market share in the beauty device sector. The company is aggressively expanding globally, establishing multiple subsidiaries in the US and Asian countries to broaden its sales network. It is also pursuing business diversification, launching an EMS online gym and the new brand 'ON&DO' since 2020. In environmental and social contributions, it has obtained certification from the Antibacterial Products Technology Council and engages in community initiatives, aiming for sustainable corporate management. Since 2023, it has intensified R&D investments through the establishment of an AI research institute and new overseas bases, targeting further growth. Mask-related products launched during the COVID-19 pandemic have become a new revenue stream. In the medium to long term, it positions brand strengthening and overseas sales ratio expansion as core strategies, making it a highly watched company in growth markets.

Trivia

Interesting Facts

  • MDNA SKIN is a rare beauty brand co-developed with Madonna
  • SIXPAD was developed through a joint project with Cristiano Ronaldo
  • EMS technology based on over 40 years of research by Professor Moriya of Kyoto University
  • Rapid expansion into new fields with mask brand launch since 2020
  • Official adoption record for Grammy and Academy Awards gift lounges
  • Headquartered in Nagoya, Aichi Prefecture; listed on Tokyo Stock Exchange Growth Market
  • Water server business 'Kirala' transferred in 2020
  • Numerous subsidiaries in the US, Europe, and Asia overseas
  • Holds numerous patents and intellectual property in beauty devices
  • SIXPAD received the 'Miura Jun Award' in 2019
  • Products featuring brand partner Mao Asada
  • Early market entrant with IoT-compatible EMS products

Hidden Connections

  • Co-development with Cristiano Ronaldo significantly contributed to brand recognition growth
  • Joint technology development with Shiseido and Fujifilm leading to collaboration products
  • Products selected for official Grammy and Academy Awards gifts, building international credibility
  • EMS technology research founded on long-term collaboration with Kyoto University
  • President Takeshi Matsushita is a major shareholder with strong involvement in decision-making
  • Balances product reliability enhancement via clinical research and promotion through celebrity endorsements
  • Strengthened partnership with Alibaba Group securing sales channels in China
  • Expansion into fitness industry through commercialization of EMS training gyms

Future Outlook

Growth Drivers

  • Continuous evolution of EMS and beauty device technologies
  • Brand strengthening through celebrity collaborations
  • Aggressive expansion of overseas sales channels
  • Growth in IT service-linked businesses like online gyms
  • Market expansion from rising health and beauty consciousness
  • Diversification of product lineup and new brand launches
  • Improved product development speed via AI utilization
  • Increased demand for health-related products post-COVID
  • Optimization of logistics and sales networks
  • Synergy enhancement with group companies
  • Investment and promotion of sustainable products

Strategic Goals

  • Achieve over 40% overseas sales ratio
  • Develop next-generation products integrating AI and EMS technology
  • Transform into a global brand with annual sales exceeding 100 billion yen
  • Achieve carbon neutrality and reduce environmental impact
  • Build platform for innovative beauty and health services
  • Expand product portfolio to address diverse customer segments and needs
  • Strengthen digital marketing and customer engagement
  • Expand product rollout to emerging markets
  • Continuously increase R&D investment
  • Improve social contributions and ESG ratings

Business Segments

Beauty Salon Equipment Sales

Overview
Provides cutting-edge beauty devices to beauty and health facilities to support efficient care.
Competitiveness
Technological expertise balancing high-quality devices and salon-exclusive products
Customers
  • Esthetic Salons
  • Beauty Clinics
  • Relaxation Facilities
  • Health Facilities
Products
  • ReFa Beauty Roller
  • High-Frequency Esthetic Devices
  • EMS Training Devices

Fitness Club and Sports Facility Support

Overview
Provides training solutions utilizing EMS technology for sports facilities.
Competitiveness
Brand power from collaborations with athletes
Customers
  • Sports Gyms
  • Fitness Clubs
  • Training Studios
Products
  • SIXPAD EMS Training Devices
  • EMS Online Gym Program

OEM and Joint Development Business

Overview
Supports diverse product development through joint developments and OEM supply with other brands.
Competitiveness
Broad technological capabilities and R&D infrastructure
Customers
  • Cosmetics Manufacturers
  • Appliance Manufacturers
  • Health Food Manufacturers
Products
  • OEM Manufacturing of Beauty Devices
  • Co-Branded Development Products

Online Fitness Services

Overview
Develops individual and corporate markets with online gym services using EMS.
Competitiveness
Integration of EMS devices and IT technology
Customers
  • Individual Customers
  • Corporate Welfare
Products
  • SIXPAD HOME GYM Program
  • Online Sessions

Beauty Accessory Sales

Overview
Offers a variety of beauty device accessories and supplementary products.
Competitiveness
High brand recognition
Customers
  • Retail Stores
  • Mail-Order Businesses
Products
  • Facial Rollers
  • Skincare Products

Health-Related Product Sales

Overview
Expanding sales base in health product sectors including the 'With Mask' mask brand.
Competitiveness
Flexible response to health-conscious markets
Customers
  • Drugstores
  • Mail Order
  • Specialty Stores
Products
  • Mask Products
  • Health Support Products

Competitive Advantage

Strengths

  • Strong brand recognition
  • Expertise in beauty-health fusion technology
  • Global sales deployment capabilities
  • Product differentiation through co-development
  • Robust R&D investment system
  • Diverse product lineup
  • Collaborations with celebrities
  • Domestic and international subsidiary network
  • High-precision EMS technology
  • New market development via online gyms
  • Proprietary antibacterial technology certification
  • Extensive patent portfolio
  • Secured diverse sales channels

Competitive Advantages

  • Brand power from official partnerships with Cristiano Ronaldo and Madonna
  • Ongoing innovative EMS technology development via in-house R&D center
  • Adaptable to regional needs through global group companies
  • High market share of representative beauty brand 'ReFa'
  • Integrated online-offline sales channel strategy
  • Broad product range addressing diverse consumer needs
  • Balance of sophisticated design and usability
  • Dual expansion in professional salon and home-use products
  • High reliability from strict technology and quality control
  • Rapid new product launches aligned with market trends
  • Extensive patents and intellectual property holdings
  • Recognition as a pioneer in EMS training

Threats

  • Intense price competition in beauty and health device markets
  • Risk of obsolescence from rapid technological innovation
  • Increasing new entrants domestically and internationally
  • Business environment changes from regulatory tightening or legal amendments
  • Political and economic risks in overseas markets
  • Impact of exchange rate fluctuations on profitability
  • Potential decline in corporate trust from inappropriate accounting issues
  • Risk of global supply chain disruptions
  • Changes in consumer behavior due to COVID-19
  • Market fragmentation from competitors' similar EMS products

Innovations

2022: Launch of New Brand 'MEGLY'

Overview
Launched new brand MEGLY in April 2022 to develop new markets for a wide range of beauty devices.
Impact
Successfully diversified brands and acquired new customer segments.

2021: Launch of O2O Salon Platform 'B happy'

Overview
Launched a beauty salon support platform integrating online and offline.
Impact
Contributed to improved customer retention and salon revenue growth.

2020: Launch of EMS Online Gym 'SIXPAD HOME GYM'

Overview
Rolled out an online gym service supporting at-home EMS training.
Impact
Acquired new markets and expanded customer touchpoints.

2020: Launch of Health Brand 'With Mask'

Overview
Rapid entry into COVID-19 countermeasure market with mask-focused brand.
Impact
Increased sales and enhanced brand awareness.

2023: Accelerated Establishment of Overseas Bases

Overview
Established multiple subsidiaries in the US, Europe, and Asia to promote sales channel expansion.
Impact
Strengthened global sales foundation.

2024: Enhanced Product Development via AI Lab

Overview
Utilizing MTG AI Lab to apply AI in beauty and health device development.
Impact
Improved functionality and new product creation capabilities.

Sustainability

  • Promotion of antibacterial products with SIAA certification
  • Advancement of eco-friendly packaging
  • Ongoing community contribution activities
  • Strict adherence to product safety standards and thorough quality control
  • Implementation of employee health improvement programs
  • Active use of recyclable materials
  • Factory operation improvements to reduce environmental impact
  • Planning of sustainable collaboration products
  • Promotion of diversity through diverse talent utilization
  • Exploration of carbon footprint quantification