“The Japanese market for vacuum cleaners is heating up”, the Nikkei Marketing Journal (17 June) reports, noting the 2014 year-on-year sales growth of 6% for a total of 9.31mn units. Then, the market benefited from a sales rush for home appliances ahead of the consumption tax rate increase from 5% to 8%.
Under the front page headline, “The suction techniques of Dyson fans”, the article features a photograph of the firm’s founder Sir James Dyson CBE and an example of how in-store sales staff explain the virtues of the vacuum cleaners’ proprietary technology to prospective customers.
The firm attributes some of its recent product introductions to the results of surveys designed to uncover latent customers. These include the DC74 Fluffy cordless cleaner with a larger suction head, enabling it to pick up bigger particles; the Pure Cool air circulator fan with a built-in air cleaning function; and the V6 Mattress that filters out exhaust odour.
Although Electrolux cleaners from Sweden and robot vacuum cleaners from the US are selling well, the undisputed top foreign brand is Dyson from the UK. Dyson’s total sales in fiscal 2013 reached ¥230mn, while last year, it achieved the position of number one in sales on a value basis, accounting for about 24% of the vacuum cleaner market’s total turnover.
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