Continuously promote business development with a spirit of challenge

In 1959, Kazuo Inamori (now: Honorary Chairman of Kyocera Corporation) founded Kyocera Corporation in Kyoto, Japan. We have been promoting new technology development and market expansion based on Inamori's management philosophy, the "Kyocera Philosophy", and the precision ceramic technology accumulated over 60 years. Now we have grown into a global enterprise that provides a variety of businesses including parts, equipment, services and solutions in key markets such as information and communications, automobiles, environment and energy, and healthcare.

Due to the impact of the COVID-19 pandemic, more people are cooking at home, and convenient and quick kitchenware has attracted much attention. Among them, Kyocera's ceramic kitchenware is widely praised by Chinese consumers. This time, we interviewed Mr. Yoshiaki Manaka, Deputy Director of the Jewelry Application Products Division of Kyocera (China) Trading Co., Ltd. about the business of the Jewelry Application Products Division.

Kyocera (China) Trading Co., Ltd. Jewelry Application Products Division

Vice Minister Yoshiaki Manaka

The Jewelry Application Product Division is a department that sells precision ceramic kitchenware and jewelry products. It mainly sells kitchen products such as ceramic knives. Due to the impact of the new crown epidemic, online sales of Tmall and JD flagship stores are good. In the future, we will consider increasing efforts to expand the construction of online platform store outlets.

Kyocera Ceramic Knife

The advantages of the Jewelry Applied Products Division are [brand power + quality] and [flexible creativity].

The so-called [brand power + quality] refers to the famous brand Kyocera and the high quality that matches this brand. Taking ceramic knives as an example, the chances of Chinese tourists buying Kyocera ceramic knives when traveling to Japan have increased, and Kyocera ceramic knives also have a certain degree of brand power in China. There are many cheap competing products on the market, but we insist on expanding the market by continuously providing high-quality products that match the brand power.

In addition, regarding [flexible creativity], it means developing products suitable for the Chinese market from the perspective of the Chinese people. Now the Jewelry Applied Products Division has three regular meetings per month, and has set up a platform for local Chinese employees to freely use their creativity and discuss the development of the Chinese market. We hope that local Chinese colleagues can fully and freely use their creativity.

The advantages of the Jewelry Applied Products Division are to provide product quality that matches the brand's strength and to leverage the strength of the Chinese team to continuously develop products that are most suitable for the Chinese market.

Kyocera (China) Trading Co., Ltd. Jewelry Application Products Division

Vice Minister Yoshiaki Manaka

The product that Kyocera Jewelry Application Products Division currently focuses on is still ceramic knives. In recent years, ceramic-coated thermos cups have also been well received. However, Kyocera will once again focus on developing products in the field of ceramic knives, which Kyocera originally excelled in.

Especially recently, due to the impact of the COVID-19 pandemic, people are paying more and more attention to ceramic knives that can be bleached and sterilized. We hope to let more customers know about these advantages of Kyocera ceramic knives.

Last year, Kyocera released a patented new ceramic knife made of a new material in China. Starting in May this year, Kyocera plans to sell a set of ceramic knives and knife holders in neutral colors, hoping to enrich the product lineup of ceramic knives. In addition, since the year before last, it has been collaborating with baby product manufacturers to sell kitchen products, mainly ceramic knives, as OEM products in the baby product market, taking advantage of the characteristics of ceramics, which are easy to clean and difficult for bacteria to adhere to. Parents are busy taking care of their children at home and have to consider all aspects of food hygiene. Kyocera's desire to improve the quality of life can be realized with the reliable, safe and convenient Kyocera ceramic knives.

Kyocera also hopes to open up new markets for ceramic knives, not just the existing kitchenware market, so that more people will know the advantages of Kyocera ceramic knives.

Kyocera (China) Trading Co., Ltd. Jewelry Application Products Division

Vice Minister Yoshiaki Manaka

Due to the impact of the COVID-19 pandemic, more families are cooking at home. Using sharp ceramic knives and convenient Kyocera kitchenware to cook can make cooking easier and more enjoyable. To this end, last year, we opened a cooking class using Kyocera kitchenware with our partners. Students can experience Kyocera kitchenware in the cooking class, and through actual use and contact, they can truly understand the convenience, comfort, safety and other advantages of ceramic knives.

In the future, we hope that through such activities, everyone can use Kyocera kitchen products at home to create a relaxing and enjoyable cooking environment.

Ceramic knives have properties such as being rust-proof and can be bleached and sterilized. Similarly, ceramic-coated cups have the property of inhibiting chemical changes when beverages come into contact with stainless steel walls, preserving the taste of the beverage. Kyocera's contribution to society is closely linked to making use of the properties of ceramics to provide products that benefit consumers' health.

In addition, if you develop the habit of bringing your own thermos, it will help reduce the use of plastic containers. By using thermos and carrying out some educational activities, perhaps we can contribute to global environmental protection.

Kyocera will continue to work actively to help resolve social issues through its business activities and to provide products and services that meet customer needs.

Kyocera Ceramic Thermos Cup

Minister Mazhong's favorite Kyocera philosophy is "having a challenging spirit." People often don't like change and want to maintain the status quo, but if they don't challenge new and difficult things, they will regress. Minister Mazhong hopes to make this "challenging spirit" an important way of thinking for the team and normalize challenging new things.

Honorary Chairman of Kyocera Corporation

Inamori Kazuo