White Wings: Two generations of 47 years of dedicated cultivation, 180 stores with annual sales exceeding 100 million yuan
Release Time:
2018-09-26 10:28
Source:
China Laundry Information Center
Preface: Shizuoka Prefecture in Japan is located in the central part of Japan, situated between Tokyo and Osaka. It faces the Pacific Ocean. It stretches 155 kilometers east to west and 118 kilometers north to south. The total population is less than 4 million, yet within the Shizuoka area, there are more than 1,870 laundries of various sizes, with 8 chain stores above a certain scale, mainly distributed in the central and western parts of Shizuoka, with 5 stores. Among them, the leader is the well-known laundry chain brand White Wings.
White Wings was established in 1971, during Japan's period of rapid economic growth. The household laundry industry was also booming unprecedentedly. White Wings advanced rapidly, with its main focus on quick and economical services, meeting the market demand at the time and achieving great corporate growth. At its peak, White Wings had 470 franchise stores and owned 16 laundry factories.
Fifteen years ago, the second-generation president took over, and Japan's economy entered a stable period. For further corporate development, the company adjusted its strategy. Prioritizing laundry and service quality, it reduced the number of franchise stores, increased the number of self-operated stores, and equipped some stores with self-service laundry.
Six years ago, the president adjusted the strategy again, proposing the concept of "personalized laundry," adding boutique laundry factories to create exquisite services and improve business capabilities. Although laundry prices increased by an average of 40% compared to before, it still attracted many loyal customers.
Currently, the company has 500 employees, 80 self-operated stores (40 of which have self-service laundry), 100 franchise stores, and 11 laundry factories (9 household laundry factories, 1 household fabric laundry factory, and 1 fine cleaning factory). In 2017, it achieved sales revenue of 2 billion yen, equivalent to about 120 million RMB. It is worth mentioning that all this revenue comes entirely from Shizuoka Prefecture.
Why integrate self-service laundry
Self-service laundry does not account for a high proportion of White Wings' sales, but it occupies a relatively large area in the stores. White Wings believes that integrating self-service laundry with its directly operated stores has many advantages for the brand and sales. First, it increases the total store area, allowing for parking lots and making it convenient for customers to visit; second, it can meet different consumer groups, increasing the total number of visitors and achieving customer traffic; third, some self-service laundry customers who enter the store have the opportunity to communicate with store staff, making self-service laundry more friendly and increasing customer loyalty and the coverage of laundry services; additionally, direct store staff have working hours restrictions, while self-service laundry can provide long-term service.
White Wings' distinctive laundries
Boutique laundry stores: Boutique laundry stores give a very comfortable feeling. Customers can enjoy hospitality-like laundry services and free coffee. If customers have time, they can also watch the entire process of their beloved clothes being cleaned through glass windows.
Internet celebrity laundry stores: The internet celebrity laundry stores thoughtfully prepare selfie and photo-taking scenes, angles, and the best shooting spots for fans; they also thoughtfully provide climbing areas for children, making it convenient for mom fans to bring their kids to visit the laundry store.
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