Which training items are really useful?

The service to be introduced this time is a fixed rate rental (subscription) service of educational toy operated by Trana Co., Ltd. "Toysub! (Toysub!)That's it.

Many parents are interested in educational toys. However, I do not know old age, I do not know which toy is good, there are troubles such as not being able to play even if I buy it. Toys sub! Then it will send me a toy that matches my age, and the trouble of not playing because it sends multiple items by subscription is alleviated. You can return the tired toy and borrow a new toy.

First of all, the mother of the world Where does my father buy a toy? There are also many ECs such as Amazon, and even if you go to buy, many toy retailers are decreasing rapidly, so many people go to home appliance mass retailers. Toy retailers are inferior in recent years, the other day, the collapse of the toy 'R Us' toy retail retailer was reported.

So what kind of toys are sold at home appliance mass retailers? Actually, there are many characters, which seems to be due to the balance with IP and profit margin.

By the way, the word "intellectual education" has become rare in recent times. There are many more to search for educational toys, but there is not much chance to get it. I do not know whether it fits children, even if I buy it or my child will use it.

The mother of the world Dad seems to have the following problem when buying a toy.

• I would like to buy things to be a child's taste, but I do not know which to choose
• I do not know which toy is in the age of the child
• Even if I buy it, the child may get tired soon

Well, toys are trying to solve such toy problems by business model! It is. I asked Mr. Shida, Representative Director who has 4 children in himself.

(Interview: December 26, 2017)

Trana Representative Director Shigeto Noromitsu (Shida Noromitsu)

Born in Tokyo, born in 1983. Meiji University graduated from law school. Father of four children. Founded Dekorabo Co., Ltd., which conducts direction, development and production of Web and paper media with friends while studying at university. After that, transferred the business, founded Trana Co., Ltd. through several start-ups of engineers, product managers and Japanese branch offices in several foreign-owned companies.

Fixed rental service where up to 6 toys are sent in 60 days

Toys sub! Is a subscription service for educational toys. 45th day, bi-monthly, semi-annual course, 4 to 6 new toys will be sent after that number of days. Popular is a bi-monthly course of 2,980 yen per month.

Toys sub! After entering, enter the basic information necessary for planning. In what age and how many children have children, there are such things in the toy that they have, fill in the desire that they want such a toy.

According to a survey, it seems that the child knows how many years old you can do this kind of thing. For example, at first it is not possible to identify shapes such as squares and circles, but it will become possible from xx years old, and so on. Toys sub! There is a baby - toy instructor, and they are choosing personalized toys for each child based on various academic surveys and information on plan sheets etc. Toys sub! There are 900 kinds of educational toys at the time of the interview, saying that they choose things that match the ages for each child from among them.

I know when toys will be returned, so the age of the child is like this, so planning to send this toy next time is not difficult, and inventory rotation is also smooth.

The current user enters the community "not" mama

Toys sub! The target age is children under 4 years old (although there are plans for 4-6 years old, "Toysub !! Plus"). In recent years, it seems that couple who work together are increasing, and thought that couple who do not have time to choose child's toys is main user, apparently not so.

There are many users in the metropolitan area where the community is thinner while observing the user. (Mr. Shida, same below)

The words "toy rental" and "toy subscription" are not yet recognized as much as the word is searched. Toys sub! It is mommy who sees from the mom media that it takes over and searches from there. In the media, there are a lot of things often introduced in such a way that "it is hard to choose a toy", "there are a lot of toys, the house is crowded", "toys have been chosen appropriately," and mothers who sympathize toy ! It is said to be interested in.

According to Mr. Shida, she sees mommy media as a mama not deeply belonging to the mama community. Since information comes from the community, information comes from there, so it is rare to see and search the media, and if you do not belong to the community, you browse the media and search for information. Then toy sub! Users seem to converge on "Mom in a small urban area with a small community".

From now on I think that it is necessary to market to the community. First of all, I am working with locals to keep local communities down.

Unlike EC site, real evaluation of toy

Currently Toysub! There are about 700 users. We have written toys 'questionnaire sent every time, and the data saying which toys' evaluation is high / low is accumulating. It seems that there is something I knew in analyzing this data.

Although reviews and scores are attached to the EC site of other companies, toys sub! Then it is a completely different result.

The easiest to understand is "fragility". Let's say you have a toy that will break in about a month. I bought this toy at EC and I write a review in about a week. However, if you use it for a few weeks afterwards, the toy will be broken. However, as the review has already been written, the evaluation of this toy is going to be high (there are also cases where you may correct it later, of course).

But toy sub! So we repeat the rent, so this toy is fragile, in fact it turns out that the review result is lower. In other words, adopting a business model called subscription collects data of toys different from purchase.

As mentioned earlier, there are children's ages and age of toys. Even if you give a toy for a 6 year old child to a 1 year old it is useless. Even though it is really a good toy, there may be products that have become low reviews due to a wrong time. Toys sub! So the instructor chooses an age toy, so it is unlikely that such problems will occur.

Send toys in a dedicated cardboard box

Toys sub! In the future, we will use it to plan the toys based on the gathered data. It seems to be useful in recommending and scheduling toys automatically within the company. In addition, it seems that such toy data is planning to manage media for C using data because it says "It should have only Toysub!".

The origin of a toy × subscription

Toys Subscriptions Toys Subscribe to more users as a rental service! . What was its origin?

I have four children but when I was born the first child went to buy a toy at an electronics retail store. Then, what is in the shop was the IP (with intellectual property rights) toys only. On the other hand, there are many toys that focus on education and function. However, I can not find it in the first place, and I do not know which one to pick even if I find it. This question is toys! It is the beginning of.

As toys retailers are decreasing, home appliance mass merchandisers (or ECs) will be the center if you buy toys. However, when going to home appliance mass merchandisers, there are many line items of IP products such as character items.

On home electronics mass merchandising stores, it is said that the products that can be handled by rebates and shelves to be placed will change according to their business model. In general IP products are profitable and rebates are easy to pay, so exposure to places where customers can see is increased. On the other hand, the cost rate tends to be higher for educational products and others, rebates are harder to pay, and opportunities for consumers to purchase are reduced. In other words, there is a need for functional toys or educational products, but they do not reach consumers' eyes. Toys sub! I will change this situation.

According to Mr. Shida, there seems to be a company that has similar business in the United States. However, the company adopts curation EC type business model. Originally it seems to have referred to this, but even if you buy it is a waste, because the Japanese residence is narrow, there are users' opinions that you do not want to increase the number of items so much, so it finally arrived at the subscription model.

I think that subscription and rental are progressing in the fashion field, for example, but it was the startup that started. I think that this way of thinking does not come out from the industry among the toys. I think that there is something I can do because I am outside the industry, I still think that the toy industry can be well done.

Toy manufacturing using data

Toys submit a toy aged at the age and toys that really serve children's toys! . How do you think about the future prospects?

As I mentioned earlier, data on toys has been accumulating, this data is toys sub! It holds only with. I want to make this toys and make toys themselves in the long term by taking advantage of this data.

Like educational toys, there are lots of wonderful items with functionality, toys sub! Then they are using them by users. On the other hand, there are many items that have room for improving from the possibility of accidental drinking and injury, durability and safety. Toys sub! We will use data to improve such items as well.

Also, infants at 0-4 years old are currently the main target. In the medium term, he is thinking about expanding the target age.

Instead of growing business alone by themselves, toys sub-partnering with those who operate services for children and for moms, toys! I would like to grow.

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