Hello, this is Tanaka from Circles. A bit late, but Happy New Year to you all. I look forward to your continued support for the Circles family this year.
Amid the whirlwind of movement since last year, I’ve visited various regions from within Japan to overseas. Wherever I went, I was met with frank questions: "What is the current situation like?" "What are you thinking about right now?" and "What do you want to do next?" I felt it was necessary to have a space to answer these questions directly, so I’ve decided to restart my blog after a long hiatus. I’m calling it "Weekly How to Build a Sphere." As much as possible, I want to share with you every week the initiatives at Circles and SimWorks, as well as the things I think about and feel on a daily basis.
The Challenge Required Amidst Change
Recently, our Circles Group has been moving forward with challenges aimed at our next stage of development, while simultaneously feeling the limitations of a maturing domestic market. As part of this, we are striving every day to pioneer new markets and fields, begin retail operations in the United States, and further aim for a global expansion as a manufacturer.
The journey thus far has been supported by local connections and relationships of trust. How do we apply this experience while expanding into the global market? It is a mix of challenges and possibilities. In particular, understanding and overcoming the culture and values that differ from region to region is the key.
For example, while "attention to detail" and "handwork" are highly valued in Japan, "innovation" and "speed" are sometimes prioritized overseas. I am prioritizing thoughts on how to communicate the stories behind our products while respecting both perspectives.
Learning in the Global Market
In focusing on our retail business in the U.S. since last year, we have experienced many discoveries. American customers are deeply interested not just in the products themselves, but in the stories behind them. This indicates the potential for the "power of narrative" to transcend borders.
At the same time, I clearly felt the differences in the approaches required for each market. In Japan, the "process of building trust with customers" is prioritized, whereas in the U.S., "rapid response" and "presenting concrete value" are considered important. We are being challenged to understand these differences while determining how to adapt our philosophy to the global market.
The Challenge of SimWorks
SimWorks products are "folk craft items" (mingei) that condense the handiwork and design philosophy of artisans like Nitto and Honjo Koken, as well as Japanese cultural values. How do we deliver this spirit of "mingei" to overseas markets? That is our biggest challenge going forward, and at the same time, a huge opportunity.
As written in the blog post about the Nitto spirit and mingei that Kimura-kun wrote for us a little while ago, I want our overseas customers to feel that SimWorks handlebars, stems, fenders, and other items are not just bicycle parts, but tools through which we can share the stories behind them. To achieve this, it is crucial to communicate not just the appeal of the product itself, but the culture and values that surround it.
When I participated in MADE last year, I had the opportunity to speak directly with many American customers, bike shop owners, and buyers. I realized that while the unique originality of products "made in Japan" is highly valued, there is still a lack of information to help understand it. I was keenly reminded that we need to make an effort to explain and share the background and manufacturing processes of our products more carefully.
Believing in the Power of Local
On the other hand, we want to value the "local" more than anything else. Circles was born and raised in the city of Nagoya, and the experience of meeting our cyclist customers face-to-face and building real connections in this city is the foundation of all our activities.
For instance, the power of the community created through local events, group rides, and workshops. It is an undeniable fact that we draw much of our inspiration from these direct, local connections, and hints for the next product or service are often hidden in the frank feedback and casual conversations with the cyclists and friends we spend time with.
Also, every time I see customers using our products around Nagoya, I feel the conviction that "because we have a local base, we can challenge the global." The relationships of trust built in this city support us wherever we go. That is precisely why I want to continue taking the local seriously.
A Story Connecting Local and Global
Aiming for success in the global market while continuing to protect local values—this balance is not easy, but continuing to weave a "story that connects the local and the global" is our mission. By communicating where and how products are made, and the thoughts and philosophy behind them, I believe our values will spread.
Circles and SimWorks will continue to weave stories that begin locally and spread globally. And through that process, I will continue to strive to be a bridge that connects Japan and the world. I hope to use this blog as part of that effort, as a place to share ideas with you all.
