Vacuum Cleaner Revolution Launched in Japan

Vacuum cleaners have never really captured peoples' attention like they do now. Dyson, a British company, is leading the vacuum cleaner revolution and while its products are known for their efficiency, there is a fascinating story behind the company's success.

Now, the company has more than 50% of the UK vacuum cleaner market and has been taking a steadily increasing share of the higher end segment. In Japan, the company's machines are sold in some 1,800 stores, and while being a relatively new entrant in the local vacuum cleaner market, Dyson now controls just over 10% of the market - up from less than 0.5% in the 12 months since they launched.

Why are Dyson vacuum cleaners so popular? The secret is easily understood when you hear the story of the founder. "In 1978, while vacuuming his home, Dyson founder and industrial designer James DYSON found his vacuum cleaner didn't work," Gordon THOM, Chairman of Dyson Japan, explained.

"Opening up the cleaner, he saw the bag was full of dust, replaced it and it started working OK, but after doing a couple of rooms, he noticed suction had reduced again. He took the bag out and saw the inside was coated with dust. His simple but important idea was, 'If I can make a vacuum cleaner without a bag, I can make a vacuum cleaner that won't lose suction,'" said Thom.

While almost all other vacuum cleaners use bags to capture dust, one of the key points of difference is that Dyson machines do not. James successfully developed a new type of vacuum containing 'cyclone' technology that maintains 100% sunction.

However, James had to face many challenges before his product entered the market. After surveying consumers, James found the key problems experienced by consumers were dirty and smelly exhaust air, weak suction power, the cleaner losing suction, and the need to buy and replace bags. After spending fifteen years building more than five thousand prototypes, he eventually developed a design that met specifications, and most importantly, worked.

Having overcome the design challenge, James then faced another - selling his idea. After having his revolutionary design repeatedly turned down, Dyson eventually found a Japanese company that expressed interest in his product. The Japanese company sold it door-to-door for 200,000 yen.

Using income from the Japanese license, James manufactured a new model - DC01 - and set up Dyson in 1993. Only 30 months after launching it, the machine became the best seller in the market. Last year the company started to sell the DC12, designed for the Japanese market. Consumers have purchased it not only because it is the only vacuum cleaner that doesn't lose suction, but also because it results in cleaner air in the home, and comes with a unique method of storage and a more efficient motor.

Thom said that in Japan, Dyson expects to sell close to 200,000 units this year out of an expected sales total of 6 million. "The market is going to grow from 5.8 million in 2004 to 6 million in 2005. We are making higher prices attractive to the consumer and we are growing the market in volume and value."

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