Pentax 2013 Annual Report Download - page 44

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Business Overview
Copyright 2013 © HOYA CORPORATION
3
4
Product strategy support high profits
Expanding into regional areas and overseas markets
̶ the widening potential of Eyecity
"Hoya Airy One Month" soft contact
lenses, which can be worn all day for
one month, control dryness without
preventing the eye from breathing and
realize sharper vision.
2Customer-focused sales strategy
supports differentiation from
competitors
The Eye Care Division, which supervises
Eyecity, has the proprietary principle of
"Delightful experience for all customers".
This spirit has indeed accelerated
differentiation from competitors. The
photo shows the Eye Care Division's
original credo that all the staff share.
Eyecity's consulting-based sales style was cultivated from
our concept of protecting the health of customers' eyes,
since we sell contact lenses, which are a specially controlled
medical device. As a chain of contact lens specialty stores
with the largest number of customers in Japan, Eyecity
stocks about 200 types of products. Moreover, the trust in
Eyecity that we acquired by sparing no effort to communicate
with customers is the source of its high market share.
Contact Lenses and Eyecity, a Chain of Contact
Lens Specialty Stores
Lifecare
yecity not only procures and sells products from renowned
contact lens manufacturers around the world but also sells
contact lenses with advanced performance that Hoya itself
developed with its advanced technological capability based
on market research. We have responded to market needs by
developing Hoya's own high-value-added products, such as
one-month disposable lenses and toric lenses. Our one-
month disposable lenses use silicon hydrogel, a new material
that enables oxygen to directly permeate the lens, and offer
an enhanced antifouling property based on a special surface
coating technology..
As the domestic market is contracting, we will strive to expand our business operations by leveraging
the strengths of Eyecity. In addition to opening stores in urban areas, we will promote business
development in small regional trading areas and in overseas countries.
By improving services that dominate other stores through sales focused on consulting and developing
products that make use of our function as a manufacturer, we will continue to grow our business.
Only Hoya shares the function of a retailer and the function of a manufacturer, and we will use this
strength to develop better products in tandem with our customers.