Welcome to JSA Consultancy Services

A business consultancy, based in London, England, John Sacks' JSA Consultancy Services provides expert, in-depth, information advice and guidance as to how to exploit successfully the office furniture and interiors markets in Europe, North America, Australasia and Japan.

Kokuyo teams up with Chinese company that copies their products

Saturday 11 April 2015

Japanese stationery and office furniture supplier Kokuyo has forayed into the Chinese market by teaming up with a company that counterfeits its products, according to Duowei News, an outlet run by overseas Chinese.
It has successfully partnered with a Taiwanese-funded company based in Zhejiang to sell high-quality products at half of their original pricing level. This strategy is quite common in Japan and many companies there are now applying it with some success to the Chinese market.
"We have developed new products on the basis of our exhaustive research of the Chinese market," said the company's China representative Katsuyuki Konishi. He said consumer preference in China is for slightly larger desks than the most common sizes in Japan and for office chairs upholstered in bright red, an auspicious colour in Chinese culture. These products have been successful since they went on the market in September.
Kokuyo has undercut other players in the market by about half but are competitive in terms of quality, thanks to the sources of materials provided it by the Taiwanese company. Kokuyo bought 15% of the company in 2011, making it a partner. This allowed the Chinese staff at the company to become more familiar with Kokuyo's production methods. Working with the company also meant that they could avoid conflict over intellectual property rights.
Kokuyo is not the first to use this strategy. Honda was one of the first Japanese companies to employ this method. In 2001, Honda decided to team up with a Chinese company producing counterfeit Honda motorcycles and then took advantage of the supply of low cost components to improve the competitiveness of its pricing.

Subscribe to our News Page

Enter your email here and we will tell you when this page is updated.

 

 

moreLatest News

Wednesday 7 June 2017 HNI appoints Lorenger president, Office Furniture

MUSCATINE, Iowa - HNI Corp. has appointed Jeff Lorenger to president of its Office Furniture segmen

Monday 5 June 2017 Leeds Firm Helps Save Jobs at Office Furniture Maker

Restructuring specialists from Leeds have helped safeguard a future for a £6m-turnover Oxfordshire

Sunday 28 May 2017 Steelcase's new seating aims to make hospital rooms more comfortable

GRAND RAPIDS, MI -- Patients often want their family members in their hospital rooms. Research sh

Thursday 25 May 2017 Furniture-maker Knoll says its CFO is stepping down

Knoll Inc. said Thursday its chief financial officer is resigning next month to devote more time to

Contact Us

JSA Consultancy Services
4-5 Gray’s Inn Square, Gray’s Inn,
London, WC1R 5AH, England


+44 (0) 20 7670 1510