In 2023, the peak of the Hina doll sales season, the face of the Hina dolls will change according to the social conditions! This year’s Hina doll selection trend shifts to “kindness” and “comfort”

Furakoko Co., Ltd.
In 2023, the peak of the Hina doll sales season, the face of the Hina dolls will change according to the social conditions! This year’s Hina doll selection trend shifts to “kindness” and “comfort”
~The 2023 Hina doll sales season has entered the second half. Changes in customer needs deciphered from 1,677 customer data in the first half (November and December 2022)-

Furakoko Co., Ltd. (Headquarters: Chuo-ku, Tokyo; Representative Director: Hidehiro Hara), which manufactures and retails Hina dolls and May dolls under the original brand, received orders in the first half of the 2023 Hina doll sales season (November and December 2022). After analyzing 1,677 customer data, we confirmed that there was an unusual change in the facial preferences of Hina dolls. And from this analysis result, it was found that the keywords for selecting Hina dolls this year have shifted to “kindness” and “comfort”, reflecting the current social conditions.
[Image 1

Gentle “Rei Rei” with a warmth that envelops you
Furakoko Hina doll site: https://www.furacoco.co.jp/hina/
About analyzing customer data
Fura Here, when the first half of the 2023 Hina doll sales season (November/December 2022) is over, we will formulate product planning and sales promotion policies for the second half (January/February 2023). Second, we analyzed the sales data of 1,677 orders received during the first two months of the game to decipher changes in customer needs.
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21 types of face list: https://www.furacoco.co.jp/hina/facelist/ The reason why Furakoko gives Hina dolls a unique character is that when purchasing Hina dolls, there are so many customers who choose Hina dolls based on the wishes of parents who want their children to grow up like this. It’s for
And at Furakoko, 21 types of Hina doll faces have unique
characteristics so that when customers purchase Hina dolls, they choose Hina dolls based on their parents’ wishes.
Every year at Furakoko, we receive many happy voices from customers who have purchased hina dolls (2022 results: 356), but even after last year’s Hinamatsuri, we received such happy voices from customers. (excerpt).
“Furakoko-san’s Hina dolls have been on my mind since before my daughter was born. There were so many cute faces that I was at a loss, but I decided on “Uta Uta”, which is perfect for my daughter’s name, “to be a gentle and kind child”.
After decorating the doll, my daughter was staring at the hina matsuri with a niconico and a gentle smile every day. When I let him hold it, he touches it with care and looks very happy. I’m really glad that I was able to meet a hina doll that makes my daughter and the whole family feel kind and warm. 』
[Image 3

“Honohono” that gives you peace of mind
“Honohono” room: https://www.furacoco.co.jp/hina/facelist/honohono.html 《Analysis of customer data》
Based on various customer data, Furakoko analyzes the face types of hina dolls that customers prefer, and uses the analysis results for product planning and sales promotion. By analyzing the data of 1,677 customers who purchased Hina dolls during the first half of the two months (November and December 2022), we have been able to determine which Hina dolls customers prefer. I confirmed that there was a big change in the face of
・Survey period: November 1st to December 31st, 2022
・Survey method: Customer data that purchased Hina dolls
・Survey target: 1,677 cases
《How to analyze customer data》
Here, 21 types of faces are classified into 8 personalities, and the data of customers who purchased hina dolls corresponding to each personality type is aggregated and the face type of the hina dolls that customers prefer is analyzed.
《Customer Data Aggregation Results》
At the end of the first half of the Hina doll sales season
(November/December 2022), the best 3 face types (personality classification) of Hina dolls purchased by customers are as follows. 1st place: <

The representative face of personality 2 “Rei Rei”
“Reirei” room: https://www.furacoco.co.jp/hina/facelist/reirei.html In addition, for the past two years in a row, the top 3 face types (personality classification) of hina dolls purchased by customers were as follows.
1st place: <

“result of analysis”
We aggregated customer data for the first half of the 2023 Hina doll sales season (November and December 2022) and compared it with Hina doll customer data for the past two years. I found that there was a shift from “brightness” to “gentleness” and “comfort.”
When customers purchase Hina dolls, they often choose Hina dolls based on the wishes of parents who want their child to grow up like this. As mentioned above, wishes are strongly reflected.
Therefore, it can be said that the change in the face type
(personality classification) of Hina dolls that customers prefer is the change in the wishes of parents entrusting their children. Here, I believe that the reason why the wishes of parents entrusting their children to their children have changed is not unrelated to modern social conditions.
Today, we live in an era of drastic changes in social conditions, such as the novel coronavirus, the Russian-Ukrainian war, and rising prices due to the depreciation of the yen. In an era of such drastic changes, there is a growing desire for parents to raise their children to be kind and caring souls.
Therefore, as long as the social situation continues to be unstable, it can be said that people’s latent desires for “kindness” and “peace of mind” will continue to be demanded of Hina dolls. prize. [About Furakoko Co., Ltd.]
Founded in 2008, Furakoko Co., Ltd. manufactures and retails original Hina dolls, May dolls, and bridal dolls. It was the first leading company in the doll industry to produce small, cute baby-faced Hina dolls and May dolls. With the support of new mothers, sales increased 16 times in less than 15 years since its founding (2022). annual performance). It has also been highly evaluated by the media, and has been featured in the media 176 times over the past 15 years. Media coverage: https://www.furacoco.co.jp/news/
* Please check by narrowing down the “media publication”.
【Company Profile】
Company name: Furakoko Co., Ltd.
Representative Director: Hidehiro Hara
Location (head office): furacoco house, 3-9-8 Higashi Nihonbashi, Chuo-ku, Tokyo 103-0004
Established: April 2008
Business: Planning, production, and sales of Hina dolls, May dolls, and bridal dolls under original brands
Number of employees: 37 (as of October 1, 2022)
Net sales: 680 million yen (fiscal year ending September 2022) URL: Corporate site: https://www.furacoco.co.jp/
Hina doll site: https://www.furacoco.co.jp/hina/
May doll site: https://www.furacoco.co.jp/gogatsu/
Bridal doll site: https://www.furacoco.co.jp/bridal/
-Inquiries about this matter-
Furakoko Co., Ltd. Representative Director Hidehiro Hara
TEL: 03-6231-1359
Fax: 03-6231-0907
Mobile: 090-1201-1780
E-mail: h-hara@furacoco.ne.jp

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