Success Stories: Ideas for Potential Players
W/R
Wholesale / Retail
Sales / Services
Miele Japan Corporation
Steadily increasing brand awareness
in Japan under the philosophy of
“immer besser” (always better)
or more. Miele produces in Germany for total control of
quality management in accordance with the company’s
“spirit of the meister.”
A Japanese subsidiary was established in 1992, but the
company had been exporting industrial cleaning
and disinfecting equipment to Japanese medical
institutions long before that. Miele system
kitchens began to appear in Japanese homes in
the late 1980s, imported by Mitsui & Co., Ltd.
and sold by Noritz Corporation. The arrangement, although later concluded, gave the Miele
brand a presence in Japan before the establishment of Miele Japan.
Miele Japan began importing and selling
household appliances in 1996. The company
foresaw a large, immediate demand for built-in
dishwashers and ovens, and long-term potential
for sales of these and other Miele products in
the huge Japanese market. Today, Miele Japan
mainly sells fully automatic washing machines
and dryers, dishwashers, electric ovens,
Durability is why Miele products exceed the standards.
refrigerators and vacuum cleaners.
Germany’s Miele & Cie. GmbH & Co. was established in
1899 as a manufacturer of electric appliances for the
home and workplace. Under its motto of immer besser
— always better — the company always puts quality
first forits products, which are intended to last 20 years
1992 Miele Japan Corporation established.
1996 Became exclusive importer for Miele & Cie. KG; established Miele
Family regional sales agencies nationwide.
1997 Commenced importing of dishwashers suited to Japanese kitchens.
2001 Relocated service center to Yokohama.
2003 Relocated HQ to Shibuya, Tokyo and opened new Oasis showroom.
“The first couple of years are the most important,”
says Toshihiko Tomita, general manager of
marketing department.
W/R
Wholesale / Retail
Sales / Services
There are a number of hurdles to selling German elec-
functionality. Quite clearly, though, the number of
trical appliances in Japan, including differences in voltage
people who recognize our superiority and purchase our
and lengthy delivery times from Germany. In response,
products is steadily growing.”
Miele has leveraged its 10 years’ expertise in Japan to
create an efficient system for filling orders promptly.
Miele opened its Oasis showroom in Tokyo’s centrally
located Shibuya district in June 2003. The
facility is manned by knowledgeable staff
and decked out with a complete range of
Miele household appliances and professional products for the medical and beauty
industries. Visitors can see the internal
workings of Miele products, test run them
before purchasing and view built-in kitchens
to get a good idea of what the finished
product would look like in their homes.
Customer reaction to Oasis has been very
positive, with approximately 4,000
customers coming through its doors in the
first five months.
Miele’s Shibuya showroom attracted some 4,000
customers in the first five months.
“If you’ll pardon the analogy,” says Tomita,
Japanese wooden-frame houses and chronic lack of
“it’s a bit like doing a triple jump. Miele Japan got a
space in all dwellings have not been insurmountable
running start and is now hopping over the competition.
obstacles for Miele. the company modified the sizes of
The “skip” and “jump” are to follow, so 2003 and
its dishwashers to better suit space limitations – the
2004 are very important years for us.”
only foreign appliance manufacturer to do so – and it
has also designed dishwasher racks to accommodate
The company’s nationwide sales network is almost
the shapes of traditional Japanese cookware. These
complete with 13 Miele Family regional agents
and other efforts have led to a significant increase in
throughout the country. With Japan’s consumers
Miele customers.
placing an increasing emphasis on substance, not just
style, Miele is ready to deliver both.
Japan is sometimes referred to as an “appliance
mecca” due to the fierce competition between
electronics manufacturers.
Japanese Operation
“The Miele brand,” explains Toshihiko Tomita, Miele
Japan’s general manager of marketing department,“ is
well known among people who have lived in Europe,
Established :
September 1992
Capital :
90 million yen
Employees :
27
Business :
Import and sale of electronic products from
Miele in Germany
Location :
11th floor, E Space Tower, 3-6 Maruyama-cho,
Shibuya-ku, Tokyo
URL :
http://www.miele.co.jp
but awareness among the general public is something
we have to keep working on.”
He continues, “Trying to increase sales and market
share are major tasks, so I think we have to
focus on getting people to appreciate our product’s
Parent company : Miele & Cie. KG (Germany: 15,190 employees)