As the price of various products increased, the “reasonability” (image of acceptable price) felt by consumers of “toothpaste” was very low.
The reason is that the prices of calcium carbonate and baking soda in the ingredients are low, consumers know it, and the past “toothpaste” producers were very honest, serious about consumers.
In addition, due to deflation that lasted for many years (economic uncertainties associated with falling prices), many producers around the world have taken on new research and research compared to producers in other growth fields such as ICT and biotechnology. It is also possible that this is the result of choosing a strategy of low profit and high sales, which is mass production/mass sale of low value-added and low-priced products, rather than creation of high value-added products through technological innovation.
Many consumers in this economy, especially before the epidemic of the new coronavirus, are more likely to buy a consumer good without technological innovation than investing in family health and reducing total spending due to high added value. Purchasing is a priority because we want to reduce spending, and there was a situation in which low-priced consumer goods were favored.
However, recently, even for manufacturing companies, the number of customers and the number of sales points will not increase as the population and product usage amount/scene will increase, and market share of counterfeit products of other companies will be put on the market due to low cost for research and development, and share due to low price advantage In the erosion battle of increasing sales by depriving customers, the physical strength such as sales maintenance and employee salaries is reaching the limit, and the price range is increased by repricing products to higher prices and strengthening branding to improve the customer unit price. Is progressing.
ORALPEACE is an oral hygiene agent that aims to create new markets by creating unprecedented high added value through technological innovation invented by research at university institutions in order to meet new world needs. Will be.
ORALPEACE is one of the world’s largest oral care products markets, born in 2013 in Japan, which has the highest elderly ratio in the world. “The elderly, pregnant women, vulnerable people such as infants, those who care about the health and natural environment of their families. It is a super niche market product specialized for.
The market is small in the world, and many companies are left behind niche markets where they do not start investing in new R&D or entering the market.
This is because the lifetime value (LTV/customer lifetime value) is low, the economic efficiency is low, and the business feasibility is low, that is, the company does not profit.
In Japan alone, more than 1.3 million people, mainly elderly people, die each year due to old age or illness.
This means that the number of domestic users who need oral peace will continue to decline by more than 1.3 million people each year.
However, even though the market is small, there are people left behind in the world who are in trouble, such as the elderly, fighters, infants and people who are not good at chemical ingredients.
Oral care products are the oral care products for people left behind in the world.
It is a product that was newly researched and developed by a research institute of a national university, giving priority to the health and happiness of many families without giving priority to corporate profits and economic efficiency.
In other words, in terms of business, the main business of Oral Peace itself is not an economic/profit activity, but a social contribution activity/CSR (Corporate Social Responsibility) that is somehow economically balanced. It is a CSV (Creating Shared Value) model that is completely independent and rare in the world.
As a business, it is a social business in which it is difficult to pursue economic efficiency, but due to a serious research background, there is no other oral hygiene agent in the world that specializes in oral care for people including the elderly and the weak. Has no social benefit.
It is a new value for human beings: “While you can instantly approach the bacteria that cause problems in the oral cavity at ultra-low concentration, you can also moisturize and feel safe when swallowed, with high biodegradability and low environmental impact.”
Although it is small now, we have not been able to convey this new invention and value to people all over the world, but 100 years from now, not only for the elderly and the vulnerable, but definitely for the people of the world to shift their orientation in this direction. You can imagine it going.
In this way, the application of lactic acid bacterium antibacterial peptide (bacteriocin) to the field of hygiene has created new value for humankind. Serious researchers from research institutes such as Kyushu University in Japan research daily with a bet on their lives. It is a result of hard work.
And it will be the world’s technological innovation created by a Japanese research institute that created a new market and provided new benefits to humanity that never existed before.
I think the technological innovation created by this Japanese research institute feels small now, but it can be said that it is a technology in maid-in-Japan that is getting more attention in the world over time.
Therefore, it takes a lot of time and money for basic research and development to provide essential value.
In fact, unlike oral toothpaste, which is made by mixing cheap stone powder and synthetic surfactant in a tube and filling it in a tube, basic research produces original ingredients, blends expensive organic ingredients, and agitates/fills. Production control, packaging and box materials, patent control, pharmaceutical control, support for facilities for people with disabilities, creative, public relations, distribution to high-quality department stores, etc. Oral care products that seem to be considered do not have to be cheap, and it takes the same effort and cost as lotions and beauty liquids of several thousand yen to 10,000 yen or more made in the same process at the same factory. ..
(Thus, because the production price of the product itself is high, low-price competition, advertising drops, retail store profits of 60% or more of the over-the-counter sales price, and if all items are not sold back to the manufacturer Is a difficult product.)
In addition, the product market and production volume are limited, and it is very laborious and costly to produce each piece because it is manufactured by the Japanese people by hand.
And in many cosmetics and consumer goods, materials such as boxes and containers have higher distribution costs such as profits from retail stores, and the reality is that the research and technology behind them are not evaluated economically.
However, since the recent coronavirus damage, the importance of oral hygiene as preventive care and health maintenance, mucosal absorption of chemical substances contained in oral care products, and the impact on the microbial ecosystem when discharged into the environment, Many people have noticed that consumer awareness of oral care products is changing rapidly.
ORALPEACE Clean & White gel costs 1,500 yen for about 2 months.
That means 750 yen per month and 25 yen per day.
Bank transfer fees and overtime fees, monthly charges for mobile phones, WIFI and internet services, small lunches and meals, wine and alcohol, electricity and gas, daily meals, snacks, high speeds and gasoline, Parking fee, train fee, coffee and cigarette fee, electricity fee, WIFI fee, mobile phone fee, etc.
Those who are concerned about aspiration/drinking, who are not good at gargling and vomiting, who are in need of nursing care or who are fighting illness,
Those who are careful about the health of their families and who demand safety in what they eat and drink daily, those who keep in mind their daily health and preventive care, infants and pregnant women, and beautiful nature in the event of precious water disasters. Those who want to use oral care products in
Other costs for maintaining health, prices of ingredients with low organic vegetables and additives, prices of healthy foods and supplements, costs for sports and gyms, medical expenses when you get sick, medication costs, cosmetics and shampoo fees, I am worried about various things everyday…
Through joint research with Kyushu University Graduate School of Agriculture, Kagoshima University Graduate School of Medical and Dental Science, National Center for Longevity Medical Research, Department of Oral Diseases, etc.
Researched and developed over 10 years,
Made in Japan, which is made by hand from materials and raw materials by people who live in Japan and have a family,
You can enjoy the unprecedented value of “being instantly approaching the bacteria causing the trouble in the oral cavity, it can also moisturize and is safe to swallow, has high biodegradability and has a low environmental load”.
Entering the designed boxes and tubes, they are lined up in hospitals, dental clinics, and department stores nationwide, and purchasing makes a social contribution.
Above all, to use for the health and happiness of the important family, and to invest in your own health so as not to disturb your family until the last day,
1,500 yen (750 yen a month),
Don’t you think it’s reasonable? (Lol)
ORALPEACE is in pursuit of affordable prices for those who feel value in family health and happy days.