Senshukai

Basic Information

Stock Code
8165
Industry
Retail
Category Detail
Mail Order & Online Shopping
Prefecture
Osaka Prefecture
Establishment Year
November 1955
Listing Year
May 1984
Official Website
https://www.senshukai.co.jp/
TSE Information
TSE Information
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Yahoo! Finance
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Overview

Senshukai is a major Japanese mail-order company founded in 1955, primarily offering women's clothing and daily goods under the 'Belle Maison' brand through catalogs and online sales.

Current Situation

Senshukai recorded consolidated sales of approximately 73.1 billion yen for the fiscal year ended December 2021, maintaining a strong position in the mail-order sector of the retail industry. It operates a sales channel integrating catalog mail-order and online sales, securing a customer base with a wide range of clothing and daily goods. In response to performance deterioration in the latter half of the 2010s, it implemented structural reforms such as shifting to digital promotion, ending the support system at the end of 2020. It is also advancing logistics efficiency and group company integration, striving to strengthen a sustainable management foundation. In 2023, it is promoting transformation of the mail-order business through digital shift, expanding investments in SNS and online marketing. Going forward, improving customer experience and business diversification will serve as growth drivers, enhancing competitiveness amid intensifying competition in the mail-order market.

Trivia

Interesting Facts

  • Company name derives from 'Kokeshi Thousand Bodies Hobby Collection Association'.
  • Launched catalog mail-order 'Belle Maison' in 1976.
  • Early adoption of online mail-order, starting 'Belle Maison Net' in 2000.
  • Unique history starting from kokeshi distribution.
  • Business expansion targeting national office lady market since the 1970s.
  • Advancing management efficiency through office sales and group reorganization.
  • Customer order information managed by computer since 1979.
  • History of capital and business alliance with East Japan Railway (JR East).
  • Founded by Tsuneharu Takai, still rooted in the region.
  • Origin of the 'caretaker' system in mail-order sales.

Hidden Connections

  • History of welcoming East Japan Railway (JR East) as lead shareholder.
  • Strengthened logistics division through buyback of logistics subsidiary shares, ensuring stable supply.
  • Successfully expanded market with own brands since the dawn of online mail-order.
  • 'Belle Maison' catalog mail-order in the 1970s pioneered the industry.
  • Unique cultural background with company name deriving from 'kokeshi hobby collection'.
  • Operates business from two bases in Kita-ku, Osaka City and Taito-ku, Tokyo.
  • Deploys customer management techniques honed with 'Belle Maison' to corporates.
  • Addresses diverse customer needs leveraging long years of mail-order experience.

Future Outlook

Growth Drivers

  • Expansion of sales channels to younger demographics via digital shift.
  • Revenue base strengthening through diversified product lineup.
  • Growth potential in corporate consulting business.
  • Online sales enhancement amid expanding e-commerce market.
  • Cost reductions and customer satisfaction improvements via logistics efficiency.
  • Enhancing corporate value through sustainable management and social responsibility.

Strategic Goals

  • Achieve over 80% digitalization rate in mail-order business.
  • Realize annual sales exceeding 100 billion yen.
  • Reach top-class sustainability metrics in domestic industry.
  • Continuous improvement in customer satisfaction metrics.
  • Expand corporate business revenue ratio to over 15% of total.
  • Full automation of logistics network and environmental impact reduction.

Business Segments

Corporate Mail Order Consulting

Overview
Provides sales promotion and operational efficiency support for mail-order businesses.
Competitiveness
Advanced support leveraging mail-order expertise
Customers
  • Retailers
  • Brand Manufacturers
  • Mail Order Operators
  • Logistics Companies
Products
  • Mail Order System Implementation Support
  • Marketing Strategy Planning
  • Customer Data Utilization Advice
  • Logistics Efficiency Consulting

Logistics Services

Overview
Achieves high customer satisfaction with mail-order dedicated logistics services.
Competitiveness
Stable supply through own logistics bases
Customers
  • Senshukai Group Companies
  • Mail Order Companies
  • Retail Companies
Products
  • Warehouse Management
  • Product Packing and Shipping
  • Returns Handling
  • Logistics Quality Control

Telemarketing Services

Overview
Provides call center services to strengthen customer touchpoints.
Competitiveness
Customer service skills honed in mail-order business
Customers
  • Mail Order Companies
  • Financial Institutions
  • Insurance Companies
Products
  • Customer Service Outsourcing
  • Product Guidance and Sales Promotion
  • Customer Follow-up

Competitive Advantage

Strengths

  • Long years of mail-order expertise
  • 'Belle Maison' brand recognition
  • Wide product lineup
  • In-house logistics infrastructure
  • Utilization of diverse sales channels
  • Rich customer database
  • Expansion of corporate consulting business
  • Revenue base strengthening through structural reforms
  • Promotion of digital marketing
  • Combined catalog and online sales
  • Membership-based customer management system
  • Stable capital and financial position
  • Strong customer relationship management
  • Diversified group companies

Competitive Advantages

  • Vertical integration model of planning, manufacturing, and sales built over many years
  • High brand recognition secures repeat customers as a strength
  • Diverse product offerings accommodate wide customer segments
  • In-house logistics efficiency maintains delivery quality
  • Early entry into online mail-order provides competitive edge
  • Mail-order consulting for corporates diversifies revenue
  • Management focus on shifting to digital marketing
  • Utilization of diverse promotion channels
  • Stable sales through long-term customer relationships
  • Stable listing on Tokyo Stock Exchange Standard Market
  • Rich history and regionally rooted operations
  • Group reorganization to improve management efficiency

Threats

  • Intensifying competition from giant e-commerce like Amazon and Rakuten
  • Shrinking catalog mail-order market
  • Rapid changes in consumer purchasing behavior
  • Rising logistics costs and labor shortages
  • Instability from external factors like COVID-19
  • Risk of competitive disadvantage from delays in digital marketing
  • Declining purchase interest among younger generations
  • Business impacts from regulatory changes
  • Increased procurement costs from exchange rate fluctuations
  • Worsening consumer sentiment from inflation and economic slowdown
  • Management risks in group companies

Innovations

2023: Acceleration of digital shift in mail-order business

Overview
Strengthening SNS ads and online marketing to expand customer touchpoints. Shifting from catalog-centric to digital promotion focus.
Impact
Increased customer acquisition among younger demographics, contributing to sales improvement

2023: Test launch of iPhone home delivery buyback service

Overview
Collaborating with Oukunet to trial iPhone home delivery buyback for Belle Maison members.
Impact
开拓 new service areas and improving customer satisfaction

2021: Buyback of logistics subsidiary shares

Overview
Buyback of logistics subsidiary shares to strengthen in-house logistics functions.
Impact
Improved logistics quality and cost control

2020: Completion of structural reforms and end of support

Overview
Strengthened independent management following end of support from Regional Economy Activation Support Corporation.
Impact
Stabilized revenue base and restored external credit

2022: Strengthening corporate mail-order consulting business

Overview
Expanded corporate services leveraging mail-order expertise to promote business diversification.
Impact
Successfully established new revenue sources

Sustainability

  • Efforts to reduce environmental impact of delivery packaging
  • CO2 reduction through energy-saving and conservation promotion
  • Participation in environmental conservation activities with local communities
  • Plans to expand adoption of sustainable materials
  • Promoting diversity and work-life balance through talent development