Philippines Edition 9 Hanabishi
THE MARKET
In a tropical country like the Philippines, who doesn’t need an electric fan? In every Filipino household, even those with air conditioning units, the fan will always be a ubiquitous item. There was a time when only expensive brands were available, giving limited choices to the Filipinos, which the founders of Hanabishi thought should change. After all, quality home products that should be able to help the Filipinos lead a more convenient life as well as help the entrepreneurs jumpstart their business, should be easily available, affordable, and practical to own. As the “Kapartner ng Praktikal na Nanay at Bossing”, Hanabishi continues to cater to the needs of every Filipino home and small business ventures by providing quality, affordable products. Present in all major appliance centers and department stores nationwide, Hanabishi products are within easy reach of every Filipino wherever he or she may be. QUALITY IS AFFORDABLE Quality is expensive. It has become ingrained in society’s mind that the best things in life command a sky-high price. For ages,
the right to acquire premium quality has been associated with high purchasing capacity, until Hanabishi came into the picture. It introduced a new perspective on what should accompany quality: affordability. For 30 years now, Hanabishi has been making a difference by delivering affordable quality through its multiple lines of Hanabishi brand of products intended to make the lives of Filipinos better without the need to spend greater.
ACHIEVEMENTS
In just three decades, Hanabishi made leapfrogs in the industry to become a proud homegrown appliance brand that leads in the market in terms of unit sales, and continuously dedicates itself to improve the lifestyle of the Filipinos. During the first few years, the founders successfully expanded the product line from its first product focus—the electric fans—to including small appliances such as, flat irons and rice cookers. With the children of the founder who took over the brand IN 2006, coming into the helm and employing more aggressive business strategies, Hanabishi has taken a big leap forward and now also makes its presence felt in 44
the big appliances category with products such as washing machines, refrigerators and now LED TVs. Aside from those home appliances, Hanabishi also broadened its market by offering commercial appliances such as chest freezers, beverage showcase chillers, split type air conditioners and the like. When it comes to quality, Hanabishi “walks the talk”. All of our products comply with the requirements of the Department of Trade and Industry's (DTI) Import Commodity Clearance (ICC) as well as with the Bureau of Product Standard. Hanabishi is also a proud recipient of various recognitions including the World Excellence’s Outstanding Achiever for Consumer Choice Awards; Asia Pacific Excellence Awards; and Seal of Product Quality for Office, Home, and Kitchen Appliances Brand and now Superbrands!
HISTORY
Necessity was the mother of the enterprise, while the father of the business was the Ong family patriarch. He used to peddle glassware
products around Binondo and its nearby areas, acquiring the business acumen, perseverance hard work, persistence, and how to have a vision. During a trip abroad, Mr. Ong had an epiphany about the Filipinos’ need for affordable electric fans, and he realized the potential of going into the home products business. The vision was immediate: offer appliances which Filipino families can own without draining their pockets. And thus the Hanabishi brand was born. Today, the second generation of the Ong family sustains the growth of the company in terms of product line expansion, deeper market penetration, and a continuously growing sales force which now numbers close to a thousand.
THE PRODUCT
Hanabishi sees to it that there is an affordable, quality product for the different needs of the customers. Its product lineup can be categorized into living-bedroom products such as electric fans, air coolers, insect killers, and air conditioners; small kitchen appliances including bread toasters, food steamers, juice blenders, sandwich makers, coffee makers, microwave ovens and stoves; white lines such as refrigerators; and garment care products such as washing machines and flat irons. Its industrial products for small businesses include chest freezers, beverage showcase chillers, commercial-grade food mixers, and deep fryers. What differentiates the Hanabishi brand aside from its affordability and high qualities are two things. First, Hanabishi offers a free lifetime service warranty regardless of the size or type of appliance, plus, each appliance is entitled
also to a one- to-five year warranty on parts depending on the kind of item. Second, to realize its vision of “A Hanabishi product in every Filipino home”, the company made sure its products are distributed wherever a Filipino is located. Hanabishi products are easily available nationwide, which is another edge of the brand over competitors.
RECENT DEVELOPMENTS
Eyeing continuous business evolution, Hanabishi has recently announced an exciting progress. The brand inked a partnership with electronics world giant Hitachi Home Electronics Asia Ltd. Through this tie-up, Hanabishi became the exclusive distributor of Hitachi LED TVs in the Philippines.
PROMOTION
The beauty of entrusting the leadership of Hanabishi to the second generation of ownermanagers is the opportunity to infuse fresh perspectives into brand management which includes new-age marketing and promotion of the brand. Above the line marketing, below the line marketing, traditional advertising means are of course part of the mix, but new tactics are now explored to push it more to its market niche. Its social media and online platforms are gaining momentum in terms of creating a buzz about its products. It has established its presence in Facebook and YouTube, where its customers and audiences learn more about the brand’s updates and thrusts. One key driver to Hanabishi’s popularity is its sponsorship of a segment in the longest-running TV show “Eat Bulaga”, namely the “Sugod Ba-
45
hay” portion of the “Juan” for All, All for Juan segment, where Hanabishi products are given away to the daily winners. For the millions of viewers of the show, the Hanabishi brand has quite become a household name.
BRAND VALUES
From the onset, Hanabishi was intended to become synonymous with quality and affordability, but there is more to the brand than just the products’ obvious benefits to the consumers. The company is committed to play a role in uplifting the status of homegrown appliance brands by dedicating itself to the pursuit of excellence in the products and services it offers, in maintaining integrity in the way it does business, as well as in giving back through its various corporate social responsibility programs.
THINGS YOU DIDN’T KNOW ABOUT HANABISHI m Hanabishi is proudly a full-fledged Filipino brand, and not a Japanese brand which is the common misconception. Hanabishi was founded by the Ong family in 1986 and the name Hanabishi was conceptualized after combining the Japanese words hana meaning flower, and bishi meaning diamond. Until today, the company logo carries the imageries of flower and diamond.
In a tropical country like the Philippines, who doesn’t need an electric fan? In every Filipino household, even those with air conditioning units, the fan will always be a ubiquitous item. There was a time when only expensive brands were available, giving limited choices to the Filipinos, which the founders of Hanabishi thought should change. After all, quality home products that should be able to help the Filipinos lead a more convenient life as well as help the entrepreneurs jumpstart their business, should be easily available, affordable, and practical to own. As the “Kapartner ng Praktikal na Nanay at Bossing”, Hanabishi continues to cater to the needs of every Filipino home and small business ventures by providing quality, affordable products. Present in all major appliance centers and department stores nationwide, Hanabishi products are within easy reach of every Filipino wherever he or she may be. QUALITY IS AFFORDABLE Quality is expensive. It has become ingrained in society’s mind that the best things in life command a sky-high price. For ages,
the right to acquire premium quality has been associated with high purchasing capacity, until Hanabishi came into the picture. It introduced a new perspective on what should accompany quality: affordability. For 30 years now, Hanabishi has been making a difference by delivering affordable quality through its multiple lines of Hanabishi brand of products intended to make the lives of Filipinos better without the need to spend greater.
ACHIEVEMENTS
In just three decades, Hanabishi made leapfrogs in the industry to become a proud homegrown appliance brand that leads in the market in terms of unit sales, and continuously dedicates itself to improve the lifestyle of the Filipinos. During the first few years, the founders successfully expanded the product line from its first product focus—the electric fans—to including small appliances such as, flat irons and rice cookers. With the children of the founder who took over the brand IN 2006, coming into the helm and employing more aggressive business strategies, Hanabishi has taken a big leap forward and now also makes its presence felt in 44
the big appliances category with products such as washing machines, refrigerators and now LED TVs. Aside from those home appliances, Hanabishi also broadened its market by offering commercial appliances such as chest freezers, beverage showcase chillers, split type air conditioners and the like. When it comes to quality, Hanabishi “walks the talk”. All of our products comply with the requirements of the Department of Trade and Industry's (DTI) Import Commodity Clearance (ICC) as well as with the Bureau of Product Standard. Hanabishi is also a proud recipient of various recognitions including the World Excellence’s Outstanding Achiever for Consumer Choice Awards; Asia Pacific Excellence Awards; and Seal of Product Quality for Office, Home, and Kitchen Appliances Brand and now Superbrands!
HISTORY
Necessity was the mother of the enterprise, while the father of the business was the Ong family patriarch. He used to peddle glassware
products around Binondo and its nearby areas, acquiring the business acumen, perseverance hard work, persistence, and how to have a vision. During a trip abroad, Mr. Ong had an epiphany about the Filipinos’ need for affordable electric fans, and he realized the potential of going into the home products business. The vision was immediate: offer appliances which Filipino families can own without draining their pockets. And thus the Hanabishi brand was born. Today, the second generation of the Ong family sustains the growth of the company in terms of product line expansion, deeper market penetration, and a continuously growing sales force which now numbers close to a thousand.
THE PRODUCT
Hanabishi sees to it that there is an affordable, quality product for the different needs of the customers. Its product lineup can be categorized into living-bedroom products such as electric fans, air coolers, insect killers, and air conditioners; small kitchen appliances including bread toasters, food steamers, juice blenders, sandwich makers, coffee makers, microwave ovens and stoves; white lines such as refrigerators; and garment care products such as washing machines and flat irons. Its industrial products for small businesses include chest freezers, beverage showcase chillers, commercial-grade food mixers, and deep fryers. What differentiates the Hanabishi brand aside from its affordability and high qualities are two things. First, Hanabishi offers a free lifetime service warranty regardless of the size or type of appliance, plus, each appliance is entitled
also to a one- to-five year warranty on parts depending on the kind of item. Second, to realize its vision of “A Hanabishi product in every Filipino home”, the company made sure its products are distributed wherever a Filipino is located. Hanabishi products are easily available nationwide, which is another edge of the brand over competitors.
RECENT DEVELOPMENTS
Eyeing continuous business evolution, Hanabishi has recently announced an exciting progress. The brand inked a partnership with electronics world giant Hitachi Home Electronics Asia Ltd. Through this tie-up, Hanabishi became the exclusive distributor of Hitachi LED TVs in the Philippines.
PROMOTION
The beauty of entrusting the leadership of Hanabishi to the second generation of ownermanagers is the opportunity to infuse fresh perspectives into brand management which includes new-age marketing and promotion of the brand. Above the line marketing, below the line marketing, traditional advertising means are of course part of the mix, but new tactics are now explored to push it more to its market niche. Its social media and online platforms are gaining momentum in terms of creating a buzz about its products. It has established its presence in Facebook and YouTube, where its customers and audiences learn more about the brand’s updates and thrusts. One key driver to Hanabishi’s popularity is its sponsorship of a segment in the longest-running TV show “Eat Bulaga”, namely the “Sugod Ba-
45
hay” portion of the “Juan” for All, All for Juan segment, where Hanabishi products are given away to the daily winners. For the millions of viewers of the show, the Hanabishi brand has quite become a household name.
BRAND VALUES
From the onset, Hanabishi was intended to become synonymous with quality and affordability, but there is more to the brand than just the products’ obvious benefits to the consumers. The company is committed to play a role in uplifting the status of homegrown appliance brands by dedicating itself to the pursuit of excellence in the products and services it offers, in maintaining integrity in the way it does business, as well as in giving back through its various corporate social responsibility programs.
THINGS YOU DIDN’T KNOW ABOUT HANABISHI m Hanabishi is proudly a full-fledged Filipino brand, and not a Japanese brand which is the common misconception. Hanabishi was founded by the Ong family in 1986 and the name Hanabishi was conceptualized after combining the Japanese words hana meaning flower, and bishi meaning diamond. Until today, the company logo carries the imageries of flower and diamond.
