Posted in the Mid-Japan Economist, March 31, 2021

Ms. Yoko Hasegawa, the eldest daughter of former president Masaru Hasegawa, has been appointed as the president of Hasegawa corporation, which manufactures and sells silk yarn and knit products.

They are good at processing high quality silk, but the demand for yarn is shrinking and the business environment is severe. They have swiftly commercialized the needs of end consumers and have been developing sales channels by developing applications for silk. We asked President Hasegawa about her future management strategy.

“Our company has craftsmen who master silk twisting machines and knitting machines according to the shape of the yarn and responds to various needs. High quality by directly communicating its strengths to consumers and instilling brand value. Develop a sales channel that can supply various products at a reasonable price.

Specifically, we started a factory tour for consumers and doubled the direct sales store at the head office. Then, we will share the needs obtained from BtoC within the company and quickly connect them to product development.

Although orders for yarn for apparel makers have decreased due to the new coronavirus, silk has excellent antibacterial, insect repellent, moisturizing, and pollen blocking properties. We want to create a market by taking advantage of the characteristics of silk. “