Tsann Kuen wins No. 1 position in Japan electric-fan market

This article was published by the Taiwan Headlines on May 26, 2006. It reports that in April 2006, Taiwan's Tsann Kuen Enterprise Co. was ranked as the no.1 electric-fan brand in the Japanese market. So far in 2006, the company has won orders for 1.8 million fans.

Meanwhile, Tsann Kuen also has plans to further upgrade its sales of electric coffee makers, sandwich/waffle/pie makers, and other home appliances in Japan. Tsann Kuen Japan's revenue in Japan is expected to enjoy a 30-percent growth in 2006, to about 8 billion Japanese yen.

In 2005, Tsann Kuen Japan sold 1.1 million fans. This volume is expected to grow by at least 64 percent in 2006. The Japanese subsidiary aims to win a 23-percent share of the Japanese electric-fan market. About 8 million electric fans are sold in Japan every year.

At present, Tsann Kuen Japan markets its home-appliance products with two brands - the EUPA and SWIFT. So far, these two brands have gained about a 72 percent coverage rate in Japanese distribution chains. The Japanese subsidiary also supplies original equipment manufacturing (OEM) products on a contract basis to many other famous brands. In 2005, Tsann Kuen Japan enjoyed a 27-percent revenue growth, the highest since it entered the market in 1994.

Indeed, Tsann Kuen Japan has strong support from its headquarters in Taiwan, as well as from its manufacturing affiliates in China. The Japanese subsidiary's sales volume has been growing at a high speed by tapping into the sales channels offered by home-appliance hypermarkets, major camera chains, malls, and large distribution chains. In addition to electric fans, Tsann Kuen's coffee-maker products are also expected to win a leading position in the Japanese market.

Part of Tsann Kuen's successful marketing strategy is to divide the Japanese market into three regions - east, west and middle Japan. The company recruits Japanese salesmen in each region and carefully selects targeted product models for each market. For example, in eastern Japan, the company is currently promoting more than 100 fan models.

At present, Tsann Kuen's electric fan products are priced between 1,980 to 5,980 Japanese yen. While the company is targeting mainly at the medium-to-law-price market, it is also actively developing upper-market sales in Japan.