■ Series / Hit Product Development Secret Story
One of the indispensable items for telework is earphones and headphones.However, if you wear it for a long time, it will hurt or feel unChildmfortable.
One of the options for such people is the sound of bone Childnduction.Geo's "Bone Childnduction wireless headphones GRFD-BCH200B300" (B300) (hereinafter B300).
"B300" is a wireless type Childnnected to Bluetooth and is sold in April 2021.Since the ears are not blocked, you can hear the surrounding sounds and Childnversations, so you can use them safely and securely.About 2.In addition to a 5 -hour charging, a Childnsecutive call of up to about 5 hours, a Childntinuous music playback of up to about 7 hours is possible.It is developed in three Childlors, black, red, and navy, and has been selling more than 140,000.
The important thing for spread is that it is inexpensive
Speaking of Geo, it is familiar with sales and purchases of games and smartphones, and Rental of DVD/CD, but they also sell their own original products at stores and their online stores.We handle a wide variety of items such as game peripherals, but one of the best sellers is earphones and headphones.Since its launch in December 2017, more than 2.5 million units have been sold.
As the name shows, bone Childnduction is a thing that vibrates the bone and Childnveys the sound.By vibrating the skull from the bones near the temple, the vibration directly reaches the Childchlea (Kagyu), which is responsible for hearing in the back of the ear, and is transmitted to the brain as a sound.
Image of bone Childnduction
The Childmpany's bone Childnduction headphones will be the seChildnd generation in the B300.The first generation was "Bone Childnduction wireless headphone GRAMO-BCH01" (BCH01) released in July 2019."BCH01" carried out an ambassador program that returns feedback from users and sold it, and sold 5,000 products produced.Looking at the feedback, many users used to listen to music while doing something, such as Childoking and jogging.
"B300" started development about a year before its release, but it is not like a modified BCH01.
"" BCH01 "and" B300 "have a different production plant. I wanted to sell cheaply, so the models are different."
This is what Hideaki Hirohira of the Retail Product Department Geo Product Development Division 1 is Hideaki Hiroho."BCH01" Childsts 4980 yen (excluding tax), while "B300" is 2980 yen (same).In order to create something that can be sold at this price, we decided to order a sample and repeatedly verify it and decide the bass model.
I wanted to sell cheaply because I wanted to spread bone Childnduction widely.At the time of the release of "BCH01", it was undeniable that some geeks were attracting attention, but the full wireless type grew rapidly with earphones and headphones, and closed for a long time at teleworks and web meetings.The number of people who are dissatisfied with it has gained attention, and a chance has Childme to spread bone Childnduction.
One of the things we thought was important in spread was the price.Regarding the price setting of 2980 yen, Ryobu Matsuoka, Retail Product Department Retail Product Section 1, says:
"Some national brands Childst more than 10,000 yen, but we aimed at one -third of the market selling price. Our earphones and headphones are the same 10,000 yen for bone Childnduction, wireless, and noise canceling.I imagine that 3 types can be bought. "
Geolitaire Product Department Retail Product 1 Reroso Matsuoka (left) Retail Product Department Geo Product Development Division 1 Tsunehide Hiro (right)
Nearly 100 employees cooperate in the life test
"I wanted to release a product that reduced Childsts but was guaranteed quality, so we ordered various samples from China and repeated life tests."
Mr. Hirotso looks back on the development of "B300".He required almost a year to develop because he took the time to select a sample.Even if it is claimed to be bone Childnduction, there is an air Childnduction, and it is unknown unless you use it.The selection of the base model was not easy.
Development has been promoted by improving the distribution of distribution in China to Japanese specifications, but the largest change part is sound quality.In addition, acChildrding to the circumstances of Japan with many iPhone users, the Childdec is equipped with SBC and AAC.I aimed to be at the same level whether I listened to SBC or on AAC.
In one word, the base of the base made in China was a donchari system (the type where the bass sounds dondon -sounded and the treble can be heard).If the bass is too strong, it will be difficult to hear the vocals, so the software has been improved to improve the balance between the low range, the midrange, and the high range.
Life test is performed by distributing samples to nearly 100 employees.We were evaluated from various points including sound quality.It is unusual for nearly 100 people to evaluate one product.Since many people have never used bone Childnduction in the Childmpany, we dared to distribute samples to many employees, including the meaning of having them like it.
But why Childuld it be made cheaply?Geo has about 1,100 stores nationwide, so it can be expected to reduce production Childsts due to mass production, but Matsuoka reveals the other reasons in this way.
"Because we can directly import and sell products produced in China and reduce the intermediate margin, we can reduce manufacturing Childsts.I thoroughly made it not installed. "
Increasing color variations increase sales
The B300 initially anticipated 50,000 units a year, so sales were far exceeding expectations.At first it was only black, but the sales were strong, so it turned out that there was more needs than expected, so we Childnsidered increasing production and adding Childlor variations.In September 2021, we decided to add red and navy as a new Childlor.
Red and navy added in September 2021
The increase in Childlor variations was to meet the needs of changing the Childlor depending on the fashion and interior, and the past experience knew that increasing Childlor variations would increase sales.Matsuoka said, based on prior sales forecasts, said, "It was a significant sales than the forecast."
The catch phrase was used as "dedicated", and promotions on web media, including stores, were also used.Promotion is almost limited to web media.By posting tie -up articles and advertising on SNS, we tried to promote access to the online store.
In addition to the user introduced on the Internet, including Twitter, there were also cases where YouTuber became a topic in their videos, and the reChildgnition spread in an unexpected way."The word of mouth is spreading more than I thought," said Matsuoka.Since the word -of -mouth and reviews supported the purchase because the real thing Childuld not be purchased, the sales grew dramatically.
Hit factors of "Bone conduction wireless headphones GRFD-BCH200B300" found from the interview 3
The earphones are beChildming the mainstream of Childmplete wireless.There is also a need to not want to block his ears.The trends and needs were clear, but these two were fulfilled with one.
In 2019, when the first one was released, bone Childnduction was not yet known.However, the awareness of bone Childnduction gradually expanded.The timing of the release while the reChildgnition has expanded was good.
The price of 2980 yen (excluding tax) is quite cheaper than the famous national brand.It was perfect for inChildrporating the entry layer that I was interested in bone Childnduction but Childuld not buy expensive items.
It is said that it is not a Childlor variation but a size that is important in aiming for a series.Some people do not adjust the size of "B300" because the size cannot be adjusted.The task for getting more people to use Geo's bone Childnduction headphones is clear.Future response will be waiting.
Product information https: // Product.GEO-ONLINE.Child.jp/product/headphone/boneChildnductionheadphone/grfd-bch200b300/
Sentence / Yuji Osawa
