Pigeon

Basic Information

Stock Code
7956
Industry
Other Products
Category Detail
Daily Necessities & Household Products
Prefecture
Tokyo
Establishment Year
August 1957
Listing Year
September 1988
Official Website
https://www.pigeon.co.jp/
TSE Information
TSE Information
Yahoo! Finance
Yahoo! Finance
Other Companies
Hazama Ando, Miyaji Engineering Group, UBE, Astellas Pharma, Lion, Eagle Industry, IDEC, Unicharm, Sangetsu, Vision

Overview

Pigeon is a leading domestic manufacturer established in 1957, specializing in baby products, with strong brand power in fields such as baby bottles, childcare, and nursing care products.

Current Situation

Pigeon recorded consolidated revenue of approximately 104.7 billion yen and operating profit of approximately 19.6 billion yen in fiscal 2019, maintaining stable earnings as a leading company in Japan's baby products industry. Centered on main products like baby bottles and strollers, it also provides nursing care products and maternity-related goods, addressing diverse customer needs. It is actively expanding into Asian markets such as China and India, promoting partnerships with local companies and local production to increase overseas sales. In technological innovation, it focuses on safety and comfort, investing in new product development and quality improvements. It actively engages in sustainability and community contribution activities, fulfilling social responsibilities through childcare support services and expansion of nursing care services. From the 2020s onward, it is strengthening digital marketing, developing online direct sales and community building. In the future, it aims for further growth by strengthening its global brand and developing new businesses as strategic goals.

Trivia

Interesting Facts

  • Legend that the founder researched nipple shape by actually sucking on them
  • Cap-type baby bottle nipple was Japan's first technological innovation
  • Double Heart logo symbolizes mother-child love
  • Unique corporate image woven into Kaeru-Otoko Shokai anime
  • Started operations without corporate status at founding
  • Resolved trademark issues with China by changing brand name and reorganizing contracts
  • Actively entered nursing care market to achieve diversified management
  • Fulfilling social responsibility through childcare support services
  • Balanced manufacturing and contract manufacturing contributes to competitiveness
  • Building fan base through online community operations
  • Excels in market development with diverse sales channels
  • Long-term management by founder family supports stability
  • Possesses high technological capabilities in baby pharmaceuticals
  • Tsukuba research institute advances product safety R&D
  • Deploys childcare welfare business and is also a community-oriented company

Hidden Connections

  • Corporate image reflected uniquely in Kaeru-Otoko Shokai programs
  • Unique model fusing products and services through nursery operations and caregiving services
  • Successfully expanded into market with new brand after contract disputes with Chinese local companies
  • Founder thoroughly researched breastfeeding experience personally to improve product quality
  • Nursing care brand 'Habineeds' widely recognized in hospitals and care facilities
  • Online childcare info site 'Pigeon Info' popular among parenting families
  • Japan Master Trust Bank is major shareholder supporting management stability
  • Central research lab in Tsukuba used for product development is a hub for advanced technology

Future Outlook

Growth Drivers

  • Expanding demand for childcare products in Asian emerging countries
  • Expansion of nursing care market and response to aging society needs
  • Strengthened development of products combining safety and functionality
  • Expansion of customer services using digital technology
  • Flexible response to diversifying consumer needs
  • Expansion of online trade and e-commerce
  • Deployment of products and services emphasizing sustainability
  • Fusion of childcare and nursing care support services
  • Strengthening brand power in global markets
  • Active investment and innovation promotion in new areas
  • Business expansion utilizing partnerships
  • Building business models solving social issues

Strategic Goals

  • Achieve over 40% sales ratio in Asian markets
  • Expand nursing care products sales to 30% of total
  • Significantly reduce product environmental impact
  • Realize advanced integration of childcare and nursing care services
  • Surpass 500,000 members in online childcare community
  • Improve and expand brand value and recognition domestically and internationally
  • Promote sustainability management and transparent information disclosure
  • Exceed 20% sales ratio for new innovative products
  • Promote diversity and utilize diverse talent
  • Reach highest level customer satisfaction domestically and overseas

Business Segments

Childcare & Infant Services

Overview
Provides operation of childcare facilities for infants and childcare support services.
Competitiveness
Childcare expertise and nationwide network
Customers
  • Nurseries
  • Kindergartens
  • Babysitting Services
  • Municipalities
  • Infant Welfare Facilities
Products
  • Childcare Products
  • Childcare Support Systems
  • Nursery Operation Outsourcing Services
  • Infant Monitoring Devices
  • Educational Content

Nursing Care & Nursing Home Business

Overview
Provides high-performance nursing care products and operational support services for care facilities.
Competitiveness
Extensive lineup of high-quality nursing care products
Customers
  • Nursing Home Operators
  • Care Facilities
  • In-Home Care Service Providers
  • Medical Institutions
Products
  • Adult Paper Diapers
  • Nursing Care Urine Pads
  • Wheelchairs
  • Nursing Care Products
  • Nursing & Caregiving Support Services

Medical-Related Business

Overview
Provides hygiene products and related items meeting medical site needs.
Competitiveness
Product design considering safety and hygiene
Customers
  • Hospitals
  • Clinics
  • Public Health Centers
  • Medical Supplies Wholesalers
Products
  • Medical Infant Products
  • Infection Control Disinfectants
  • Hygiene Management Products

OEM & Contract Manufacturing Business

Overview
Performs contract production for other companies' brands, guaranteeing high quality.
Competitiveness
High manufacturing technology and quality control systems
Customers
  • Other Baby Product Manufacturers
  • Pharmaceutical Manufacturers
  • Paper Product Manufacturers
  • Cosmetics Manufacturers
Products
  • Paper Diapers
  • Pharmaceutical-Related Products
  • Paper Childcare Products
  • Hygiene Consumables

Export & Overseas Business

Overview
Brand expansion and product supply for overseas markets.
Competitiveness
Strong brand recognition in Asian markets
Customers
  • Overseas Retailers
  • Import Traders
  • Local Subsidiaries
  • Overseas Childcare Facilities
Products
  • Baby Bottles
  • Strollers
  • Nursing Care Products
  • Hygiene Products

R&D Business

Overview
Promotes product development and technological innovation in childcare and nursing care fields.
Competitiveness
Specialized research team and utilization of validation data
Customers
  • Medical Institutions
  • Government Agencies
  • University Research Institutions
Products
  • Childcare Product Technology Development
  • Nursing Care Device Improvements
  • Biocompatibility Evaluation

Sales Support & Marketing Services

Overview
Services for sales channel support and customer acquisition promotion.
Competitiveness
Marketing expertise specialized in childcare market
Customers
  • Retailers
  • Distributors
  • Online Shop Operators
Products
  • Sales Promotion Tools
  • Customer Analysis Services
  • Campaign Planning

Logistics & Distribution Services

Overview
Supports stable product supply and efficient logistics.
Competitiveness
Thorough quality control specific to childcare products
Customers
  • Retailers
  • Manufacturing Divisions
  • Importers/Exporters
Products
  • Warehouse Management
  • Delivery Services
  • Logistics Optimization Systems

Competitive Advantage

Strengths

  • Top domestic brand in childcare products
  • Diverse product lineup
  • Overseas expansion centered on China and India
  • Long years of technology development and quality control
  • Strong sales channel network
  • Enhanced linkage with childcare support services
  • Expertise in nursing care products
  • High brand recognition
  • Product development responding to customer needs
  • Product design ensuring high safety
  • Pursuit of satisfaction for both parents and children
  • Unique nipple design technology
  • Multifaceted sales channels
  • Social contribution activities for childcare support
  • Efficient use of manufacturing and outsourcing

Competitive Advantages

  • Overwhelming share in the baby bottle market
  • Product differentiation centered on breast milk feel technology
  • Global strategy centered on Asian markets
  • Broad product supply capability through contract manufacturing
  • Superiority in cross-selling strategy between childcare and nursing care
  • Brand strengthening linked with childcare support services
  • Thorough safety and hygiene management system
  • High customer trust and repeat rate
  • Utilization of both online and offline channels
  • Comprehensive coverage of market needs through multifaceted products
  • Provision of social value benefiting both childcare and nursing care
  • User-participatory approach in product development
  • Product innovation through continuous R&D investment
  • Linkage with local childcare support activities
  • Product design conscious of reducing environmental impact

Threats

  • Trademark issues in the Chinese market
  • Shrinking domestic market due to declining birthrate
  • Intense price competition with competitors
  • Risk of raw material price fluctuations
  • Profit instability due to exchange rate fluctuations
  • Threat from technological innovations by new entrants
  • Delay in responding to diversifying consumer preferences
  • Increased business costs from stricter regulations
  • Brand strengthening by local competitors overseas
  • Supply chain impact from natural disasters
  • Risks from social changes such as new infectious diseases
  • Rising trend of ethical consumer purchasing

Innovations

2024: Launch of New Stroller

Overview
Introduced new model significantly improving comfort and safety for infants.
Impact
Contributes to market share expansion and improved customer satisfaction

2023: Strengthened Local Production for Chinese Market

Overview
Expanded production facilities in Shanghai, China, to strengthen supply system.
Impact
Achieved increased local sales and cost reduction

2022: Company-Wide Digital Marketing Implementation

Overview
Strengthened e-commerce sales and customer touchpoints through DX promotion.
Impact
Online sales increased by 20%

2021: Adoption of New Materials for Nursing Care Products

Overview
Developed new nursing care paper diapers using highly absorbent, lightweight materials.
Impact
Contributed to improved user satisfaction and increased sales

2020: Improved Breast Milk Feel Baby Bottle Launch

Overview
Implemented technological innovation making nipple shape even closer to breastfeeding.
Impact
Maintained domestic share and improved customer evaluation

2024: Childcare Support App Development

Overview
Activated provision of childcare information and user community.
Impact
Improved brand loyalty

2023: Initiation of Sustainable Raw Materials Use

Overview
Expanded adoption of environmentally friendly plastics.
Impact
Contributed to reducing environmental impact

2022: Smart Breast Pump Development

Overview
Optimized milking efficiency and management through IoT integration.
Impact
Successfully opened new customer segments

2021: Introduction of Online Childcare Consultation Service

Overview
Strengthened user support to improve satisfaction.
Impact
Successfully prevented customer churn

2020: Initiation of AI Utilization in Nursing Care Business

Overview
Promoted automation of care records and business efficiency.
Impact
Reduced on-site burden and improved service quality

Sustainability

  • Continuous promotion of plastic usage reduction
  • Active expansion of renewable resource utilization
  • Implementation of community-based childcare support activities
  • Promotion of workplace diversity and women's empowerment
  • Product design aimed at reducing environmental impact
  • Building sustainable procurement supply chains
  • Strengthened employee health and safety management
  • Regular publication of CSR reports for transparency
  • Promotion of social contribution activities in childcare and nursing care
  • CO2 reduction through energy-saving equipment introduction
  • Expanded collaboration with local childcare support groups
  • Participation in industry ecology promotion groups