Very popular for the purchase price of customers -topical second street

"Second Street" is a popular reuser shop that buys unnecessary items. The family brought in the Kashiwanuma Minami store in Kashiwanuma City, Chiba Prefecture, with more than 250 or more cushions on the used floor, cribs and toy bogies. The purchase price is now 9000 yen. On the other hand, the black case brought in by the couple was a synthesizer 10 years ago. He said, "If it costs about 10,000 yen," but it was 30,000 yen. This reuser's shop is a great success every day, as the number of people organizing their homes due to the nest of the corona is increased. The reuse market for buying and selling these used goods is rising. It is expected to be 3 trillion yen next year. "Second Street" is the largest industry, with 703 directly managed stores (as of the end of June 2021). One of the reasons for selected among the many reuse shops is the purchase price that customers are convinced. How is the price determined? For example, a washing machine that has fallen two years from a domestic manufacturer. The buyer, Kazuyoshi Kosakura, is in charge of the assessment. First, quickly check the condition of the washing machine. Make a note of the product model number and go in front of your computer. When the model number was driven, the purchase price of 5000 yen was displayed. "There is a accumulation of past data, and the price is calculated based on it." Buy cheaply "and" buy high "basically disappears." All records for the year are database. With this washing machine, I bought 136 units in the past year. Based on this, buyers determine the actual purchase price. "Because it was a very beautiful item, I would like to buy it a little more and buy it for about 500 yen. I am conscious of scoring basically, not deduction. If you are satisfied. "Because you can bring it again" (Kosakura) The price and additional assessment based on the data have created a purchase price that customers are convinced. Next is a child toy and a large amount of soft vinyl dolls. Most are made in China and the purchase price is about 100 yen. One of these is the big thing of "Monster Gomora" that appears in Ultraman. Looking at the soles of the feet, the letters "Tsuburaya Pro" and "JAPAN". The age is also included. However, the database has no past track record. Then Kozakura called another buyer, Atsushi Ishibashi. Ishibashi, who saw Gomora with sharp eyes, said, "The age and condition are also good. Ishibashi is a buyer familiar with toys. I read that the core fans bought the Gomora, a Japanese and aged, and added a purchase price of 1800 yen. There are specialized buyers in this store that are divided into 10 categories, including toys, sports equipment and instruments. So, even if any rare things that are not in the data are brought in, you will not be mistaken for value.

Is 50-80 % of off the course?~ In the industry No. 1 Geo's strategy

The "Second Street" is one of the reasons why the overwhelming assortment of the sales floor is popular. The home appliance section is like a large mass retailer. A baby bed was a baby bed to buy a baby goods section. When I found something for 5390 yen, I started searching on my smartphone. Looking for a new product of the same product and looking at the price, it costs 24,800 yen. The two decided to buy immediately. The product of "Second Street" is cheap anyway. The popular "Dyson" vacuum cleaner is about half the new price, 14,190 yen. Futon cleaner "Ray Cop" is 80 % off 2090 yen. The mobile air conditioner was about half the last year's model. The money back guarantee was given with the receipt. In the case of home appliances, if natural failure within six months, you will be refunded in full. "Second Street" is expanding at 50 stores a year, including large stores and used clothing specialty stores. Geo is working on "Second Street". Although it is a major rental video shop of a national chain, it has been pushed by video distribution services in recent years, and the video rental business is in a plateau. On the other hand, the reuse, mainly on the second street, has continued to rise. The large store in Saitama City is "Super Second Street" Omiya Nisshin is the number one sales. What came was Geo Holdings Juzo Endo (43), who turned from rental to reuse. "Most of the ones here are used. If you do poorly, they may have become garbage. As long as it is worth, I want to help you hand over to the next person" (Endo) Reuse business. Endo says that it is a matchmaker who connects the unused items to those who need it. However, now, the number of people who buy and sell without seeing actual products between individuals using the flea market app. Under such circumstances, Endo is particular about buying and selling at a physical store. "It is easier to understand the smell that it is hard to convey, or how much is used if the condition is used, it is easier to understand if you pick it up." (Endo). There is a service. It was the fitting room that the customers who received a large amount of clothes went. I will try it on more and more. In fact, these are products ordered from other stores. "Second Street" sells about 1 million products online at stores nationwide online. In addition, the products you like on the net can be ordered to your own convenient store and actually check it. In the end, the customer purchased only three out of 12. "You can order and cancel the actual thing. That is the biggest advantage," he says. They are gaining support from customers with a sense of security that can be checked by picking up the actual thing. Now, in the reuse industry, Geo has been selling the top sales for 11 consecutive years. "Both those who give up and those who buy it are a special industry of customers. I think that the number of people who can think" good "is a test stone for continuing business. "(Endo)

"Uchigusa business does not change" -Fordered philosophy

Geo was originally a video rental shop. The store also lives with the video alongside the video. The rental video store was founded in 1986 after Endo's father, Yuki, and Yuki. In 1999, he was a capital tie -up with a Japanese subsidiary of the world's largest rental video chain, the world's largest rental video chain. Taking this opportunity, it was expanded nationwide at once. On the other hand, his father was raising a sense of crisis. "It has long been said that it will be a business and video distribution that I do not know whether it was originally." (Endo) In 2000, Endo joined Geo, a new business seeds that have already replaced the rental industry. My father was looking for it every day. "It's the word" change as a chance ". Because it's a floating grass business, if it doesn't change, the grass will die someday, and someday you will get bored. (Endo) It was the reuse business that my father, Yuki, was a chance. He wanted to expand used sales such as game software that he used to be expanded to other products. But in 2004, his father passed away in a traffic accident. The director Endo carved in his heart, saying his father's "change is a chance." In 2010, he acquired the second street reuse chain "Second Street". The Geo shop in Tohoku, where the Great East Japan Earthquake occurred, was also affected by the Geo shop in Tohoku. Naturally, it should move to resume, but Endo hits a big question. "I thought Geo's service was not a necessity. So, can I use my power to resume business like us?" There was an unexpected sight spread there. "Customers have come quite a bit. He came at a level that was the same as before the disaster, or more." I came in search of second -hand goods that I could buy at the cheapest needed to rebuild. "I wonder if the way of living," Isn't it okay to reuse "and the way of thinking about things like" It's a waste to throw away "?" , I decided to set the reuse business as a new pillar of Geo.

Famous brand products are cheap price and surplus stock foods are also cheap

Last year, Geo created a new business "Rack Rack" in the fashion building "Shin Tokorozawa Parco" in Tokorozawa, Saitama Prefecture. It is a famous brand that everyone knows in apparel specialty stores. "It's very cheap. It's so stupid to buy it normally." For example, the one -piece saloon dress is 77 % off 7900 yen and 1980 yen. The "Foli Folli" watch is about 9 discounted 5500 yen. The showcase has a "Gucci" bag and a "Prada" wallet, and these are more than 30 % cheaper. Why can you sell new branded products so cheaply? I came to Harajuku, Tokyo, and Joe Yamamoto, a "rack rack" buyer. He says, "I will go to a manufacturer who is mainly wholesale for 40s and 50s." I went to a certain apparel maker. It is said that products are mainly sold at department stores. From the prepared spring and summer items, buyers choose the one to sell in "rack rack". All the products selected by buyers are surplus stocks that the manufacturers did not sell. "There is a (stock quantity) of about 2500-2600," said the manufacturer representative. "Rack Rack" achieves a cheap price by purchasing products that the manufacturer holds as stock at a low price. The product of this manufacturer is about 10,000 to 30,000 yen, but the purchase price of "rack rack" is about 10 %. Nevertheless, considering the cost of storage and disposal, it is a thankful story for the manufacturer. "Ideally, I would like to take care of my inventory for the time being, in the sense that the company's stock will be sold in -house, but in the sense that this is the economic situation of the corona evil, I would like to take care of it for the time being." On this day, the buyer bought 400 clothes for 3 million yen. "There are many brands that are incinerated, and we can satisfy our customers as a price aspect. I think we can contribute very much as a company." On the other hand, Geo started in Itabashi -ku, Tokyo. Geoya Tokiwadai station square store, a new business format. The store looks like a convenience store, but all the lined products are much cheaper than convenience stores. The secret of cheapness is "purchasing surplus and providing cheaply." The wholesalers buy products that could not be judged cheaply and sell them cheaply. There is also an aim for reducing food loss. He grabs the heart of local customers with no other cheapness and assortment. ~ Ryu Murakami's editing -"GEO" is a Latin reading that represents the earth "Geo". Perhaps his father, who died suddenly in a traffic accident, liked it. His father opened a rental video shop by removing Sarah. It was a job to provide fun to people. Since then, Geo has been trying to contribute to the joy and pleasure of people, including reuse. The strength is to have a real store. There is a company motto called "Changes As Chance", but Endo is trying to provide fun for people with a common sense. Endo Yuzo was born in Aichi Prefecture in 1978. After graduating from Waseda University Faculty of Political Economics, he joined Geo in 2000. In 2011, he became President and CEO. If you missed it, go to TV Tokyo Biz!