Sankodo Overcomes Labor Shortage with Female Employees' Sales Strategies
Sankodo, a century-old cosmetics manufacturer based in Higashiosaka City, Osaka, is addressing chronic labor shortages by adopting innovative sales strategies developed by its female employees. Founded in 1926 by a seafood wholesaler in Fukushima who created a medicinal skin liquid, the company moved to Osaka and now sells its flagship product, 'Beauty Undiluted Opal,' in approximately 500 stores nationwide. Unlike competitors, Sankodo prioritizes research and development over advertising, relying on product quality and honest business practices. Facing modern workforce challenges, the third-generation president, Motoyuki Sasaki, implemented new approaches suggested by female staff to move beyond traditional 'spirit and guts' sales tactics. This shift highlights how small and medium-sized enterprises in Japan are adapting to demographic changes and labor constraints by leveraging internal wisdom and diverse perspectives. The article illustrates the company's historical resilience, from its wartime closure to its post-war recovery, and its current evolution in sales methodology to sustain growth in a competitive market without increasing marketing expenditures.
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Sankodo Overcomes Labor Shortage with Female Employees' Sales Strategies
Sankodo, a century-old cosmetics manufacturer based in Higashiosaka City, Osaka, is addressing chronic labor shortages by adopting innovative sales strategies developed by its female employees. Founded in 1926 by a seafood wholesaler in Fukushima who created a medicinal skin liquid, the company moved to Osaka and now sells its flagship product, 'Beauty Undiluted Opal,' in approximately 500 stores nationwide. Unlike competitors, Sankodo prioritizes research and development over advertising, relying on product quality and honest business practices. Facing modern workforce challenges, the third-generation president, Motoyuki Sasaki, implemented new approaches suggested by female staff to move beyond traditional 'spirit and guts' sales tactics. This shift highlights how small and medium-sized enterprises in Japan are adapting to demographic changes and labor constraints by leveraging internal wisdom and diverse perspectives. The article illustrates the company's historical resilience, from its wartime closure to its post-war recovery, and its current evolution in sales methodology to sustain growth in a competitive market without increasing marketing expenditures.
asahi