Japanese Chicken Brand: From air freshener to global brand

In the Japanese household goods market, there is a brand that is almost a household name, that is "ST Corporation", also known as "Chicken Brand" in Hong Kong and Taiwan. This company, founded in 1946, has grown from a small air freshener manufacturer to a global company listed on the 1st section of the Tokyo Stock Exchange (stock code: 4951). Its development history can be regarded as a microcosm of Japan's post-war industrial development.

1. The history of Ji Zai brand

In 1946, when Japan was in a state of disrepair after the war, the predecessor of ST Corporation, Sato Chemical Industry, was established in Tokyo. Founder Kenichiro Sato keenly realized that as the post-war reconstruction progressed, people's demand for quality of life would increase. Initially, the company mainly produced simple cleaning products and air fresheners.

In the 1950s, the company launched the iconic "Chicken" brand air freshener. The cute cartoon chicken image on the product packaging quickly won the favor of consumers, and the nickname "Chicken" came from this. During this period, Japan was in a period of rapid economic growth. With the acceleration of urbanization, more and more families began to pay attention to indoor air quality, and Chick brand products therefore achieved rapid development.

In the 1960s and 1970s, the company began to expand its product line, launching mosquito repellent, dehumidifiers and other products. In 1975, the company was listed on the Tokyo Stock Exchange, marking a new stage of development for the company.

From the 1980s to the early 21st century, the company accelerated its internationalization process, establishing branches and R&D centers in Southeast Asia, Europe and the United States. In 2010, the company was officially renamed "ST Corporation", further strengthening its global brand image.

2. Core products of Chizai brand

1. Air Freshener Series Chick brand air fresheners are its most well-known product series, including spray, solid, liquid and other forms. The products use unique microcapsule technology to continuously and stably release fresh ingredients. In recent years, the company has also launched special products for different scenarios, such as car air fresheners, pet-specific air fresheners, etc.

2. Mosquito repellent series The mosquito repellent of Jizai brand uses natural plant extracts as the main ingredients, which has a long-lasting mosquito repellent effect. The product line includes spray, smear, electric mosquito repellent liquid and other forms to meet the needs of different usage scenarios.

3. Dehumidifier Series In view of the humid climate in Japan, Chizi has developed a variety of high-efficiency dehumidifiers. The products use advanced condensation technology, which can achieve high-efficiency dehumidification at low energy consumption and have air purification function.

4. Other home products In recent years, the company has also launched a series of products such as air purifiers, humidifiers, deodorants, etc., and continuously improved its home solutions.

3. Technological innovation of Chizai brand

1. Microcapsule technology The biggest technological breakthrough of Chizai brand in the field of air fresheners is the application of microcapsule technology. This technology can encapsulate fragrance molecules in tiny capsules and achieve long-lasting release of fragrance by controlling the speed of capsule rupture.

2. Natural plant extraction technology In mosquito repellent products, the company has developed a unique natural plant extraction technology that can extract active ingredients from plants such as citronella and mint, which not only ensures the mosquito repellent effect but also reduces skin irritation.

3. Intelligent humidity control technology The dehumidifier product adopts intelligent humidity control technology, which can automatically adjust the working intensity according to the ambient humidity, while ensuring the dehumidification effect and maximizing energy saving.

4. Nano-Purification Technology The latest air purifiers use nano-scale filters that can effectively capture tiny particles in the air, including PM2.5, pollen, bacteria, etc.

4. Market strategy of Chizai brand

1. Product differentiation Chizi Brand has always adhered to the product strategy of "I have what others do not, and I am better than others". For example, in the air freshener market, the company took the lead in launching special products for different scenarios, such as baby rooms and pets, and successfully segmented the market.

2. Brand rejuvenation In the face of the rise of young consumer groups, Chizai has vigorously promoted the brand rejuvenation strategy in recent years, attracting young consumers through social media marketing and co-branding with animation IP.

3. International layout Chizai Brand actively expands overseas markets and establishes production bases and R&D centers in Southeast Asia, Europe and the United States. At the same time, it launches localized products based on consumption habits in different regions.

4. Sustainable development The company vigorously promotes environmental protection policies, uses recyclable packaging materials, and develops low-energy consumption products. At the same time, it actively participates in social welfare activities to establish a good corporate image.

5. Corporate Culture of Jizai Brand

1. Innovative spirit Since its establishment, Chizai Brand has always insisted on innovation-driven development. The company invests 5% of its operating income in research and development every year and encourages employees to come up with innovative ideas.

2. Quality First The company has established a strict quality management system, with strict standards in every link from raw material procurement to production and sales. This persistent pursuit of quality has made Jizai brand products enjoy a good reputation among consumers.

3. Employee Care Chick Brand focuses on the career development and quality of life of its employees. The company provides a comprehensive training system to encourage employees to learn throughout their lives. At the same time, it provides employees with good welfare benefits, including flexible working hours, childcare support, etc.

4. Social responsibility The company actively participates in social welfare activities, including environmental protection, disaster relief, etc. At the same time, it is committed to providing employment opportunities for people with disabilities, which reflects the company's social responsibility.

6. Future prospects of Chizai brand

1. Smart home layout With the development of Internet of Things technology, Chizai Brand is accelerating the research and development of smart home products. It plans to launch products such as air purifiers and humidifiers that can be connected to smartphones to provide users with a smarter home experience.

2. Green and environmentally friendly products The company will continue to increase its investment in the research and development of environmentally friendly products, develop more products that use renewable materials and low energy consumption, and contribute to environmental protection.

3. The health field expansion plan enters the field of personal health care, develops products that help improve sleep quality, relieve stress, etc., and provides users with a full range of health solutions.

4. Deepening the globalization strategy We will continue to promote the globalization strategy, especially increase investment in emerging market countries. At the same time, we will strengthen cooperation with internationally renowned brands to enhance brand influence.

7. Operation and management of Jizai brand

1. Lean Production The company implements the concept of lean production, improves efficiency and reduces costs by continuously improving the production process. At the same time, a complete supply chain management system has been established to ensure product quality and delivery time.

2. Digital transformation In recent years, the company has vigorously promoted digital transformation and introduced digital technologies in various links such as R&D, production, and sales. For example, big data is used to analyze consumer demand and optimize product design.

3. Talent training The company has established a complete talent training system, including new employee training, management training, technical training, etc. At the same time, it encourages employees to communicate across departments and cultivate compound talents.

4. Risk Management A comprehensive risk management system has been established, including market risk, operational risk, financial risk, etc. Risk assessments are conducted regularly and response strategies are formulated to ensure the steady development of the enterprise.

8. Social Impact of Chicken Brand

1. Industry Benchmark Chick Brand’s innovation and success in the household products industry has set a benchmark for other companies. Its experience in product development, marketing, etc. has had a positive impact on the development of the entire industry.

2. Employment Contribution As a large enterprise, Chick Brand has created a large number of employment opportunities in Japan and overseas. At the same time, the company pays attention to employee training and has cultivated a large number of professional talents for the industry.

3. Environmental protection pioneer The company's efforts in environmental protection are not only reflected in its products, but also in the production process. Its environmental protection concept and practice have played a demonstrative role in promoting the sustainable development of the industry.

4. Cultural Communication Through product innovation and brand building, Chicka has spread Japanese lifestyle and culture to all parts of the world, enhancing understanding and communication between different cultures.

9. Summary of the successful experience of Jizai brand

1. Continuous Innovation Chizai Brand has always insisted on innovation-driven development, continuously launching new products and technologies to maintain its market competitiveness.

2. Quality first The persistent pursuit of product quality has enabled Jizai brand to win the trust of consumers and establish a good brand image.

3. Market Insights The company always pays close attention to market changes and adjusts product strategies in a timely manner to meet the ever-changing needs of consumers.

4. Global Vision Chick Brand started to develop overseas markets very early and successfully entered the markets of many countries and regions through localization strategies.

5. Social Responsibility While pursuing economic benefits, the company actively fulfills its social responsibilities and establishes a good image as a corporate citizen.

10. Conclusion

From a small air freshener manufacturer to today's global household products company, Chick's development history reflects the innovative spirit and craftsmanship of Japanese companies. Facing future challenges, Chick will continue to adhere to its mission of "improving people's quality of life" and provide global consumers with better products and services through continuous innovation. At the same time, as a responsible company, Chick will continue to contribute to environmental protection and social development, and realize the social value of the company while pursuing commercial success.

To learn more about Chick Brand, you can visit its official website: www.st-c.co.jp . Here, you can not only learn about the company's latest developments, but also get detailed product information and usage guides. As Chick Brand continues to grow and develop, I believe it will continue to bring more surprises to consumers around the world and continue its glorious history.