Hello! My name is Kigawa, and I work for Bi Natural and Milobina.

Today, I would like to talk about how a company called Bi Natural started with the store name Aromatic Life Magic Soap and ended up launching the current brand (store name) Milobina, so this is the final episode. Masu!

Click here for previous stories.

The beginning is aromatic life magic soap
Until it becomes beautiful and natural
Beautiful Natural Milobina Birth Eve-1
Beautiful Natural Milobina Birth Eve-2

Although Bi-Natural's sales have plummeted, she has consulted and Rakuten Market has taken many measures to attract new customers to Rakuten Market, and has succeeded in increasing the number of new customers!

Wow, I thought I might finally be able to breathe a little bit, but that wasn't the case at Rakuten Market. I was naive!

Did you know that for purchases over 3,980 yen, shipping is free of charge? That's impossible, isn't it?

Now, we have to reconsider everything from scratch, including shipping costs, shipping methods that we currently handle entirely on our own, product prices, handling fees, and the direction in which we should head.

I had plans to improve the store even more and open new businesses, but I had to postpone those plans for the time being in order to protect the store.

Then, the timing for sales recovery would be postponed...which is tough.

And what I finally realized is that

Bi-Natural aims to provide an easy-to-understand delivery method that is good for both customers and stores, and has unique shipping rates that other stores do not offer.

However, such uniqueness will only get in the way of shopping malls that aim to provide uniform services in the future. (My vice president had been telling me this for several years, but I was too disgusted to admit that all my hard work would be crushed by Rakuten (lol))

We also have a store on Yahoo Shopping, but with the creation of PayPay Mall, we have opened a store on Yahoo! It is certain that there will be less investment in shopping stores.

What we have created on our own up until now can be easily overturned by changes in the times or by the uniformity of giant shopping malls.

For a mall, it is extremely important to be number one in market share in order to survive, even if it is subject to public safety scrutiny or even if many small stores go out of business. I understand, I understand. I can understand that it is necessary.

As a result, in addition to the rapid changes in society, huge malls are undergoing regulations and system changes one after another, and, troublingly, charges are doubling!

Oh, it's not just that it's not normal, I can't manage my business calmly because I'm constantly being swayed!

It's not a question of whether malls are good or bad, but a company like ours that has unique ideas is easily swayed, and as a result, costs are high.

However, you can't just keep lamenting!
We have a proven track record of improving our products and services!
You can compete on value, not on price!

The most important thing about beauty naturals is their uniqueness, originality, and strong feelings. If we were to do that uniformly, we probably wouldn't be around in 5 or 10 years.

So, malls are fun because they have a lot of good things about them, and there are also a lot of things I'm grateful for, like people doing things for me and creating systems for me!

However, in order to be able to deliver good products and good service to our customers without having to rely on malls, we decided to create our own website and shop so that we could proceed in our own way.

I've wanted to create this site for a long time, and it's a dream come true♪ Rakuten and Yahoo! You can say it's all thanks to!

Now that our company Bi-Natural no longer has to be confined to a shopping mall, we are expanding our activities into men's skin care brands, environmental brands, health food products, and even English-related products in some cases. , I think we will create new brands and stores.

For that reason, I came to the conclusion that it would be better to consider the company name Bi Natural and the shop name (= brand name) separately.

We have decided to change the name of our store, Bi Natural, which we have been familiar with for about 10 years, to something different.

Currently, Rakuten Market and Yahoo! First of all, we would like to move forward with the store that focuses on natural skin care, which we are developing as a shopping mall, as the Milobina brand.

When we changed the name from Aromatic Life Magic Soap to Beauty Natural, the vice president and I decided on the name, and the chairman confirmed it at the end.

This time, we asked each staff member to come up with at least five names, and we decided on them by discussing them and asking people around them for their impressions.

I care a lot!

Milobina comes from the Greek word Milodia, which was suggested by our staff member Hideko.

It means spreading a nice scent.

Since ancient times, good scents have been prized as gifts to the gods and ancestors.

As you know, frankincense (frankincense) and myrrh (myrrh) were given as gifts to Christ at his birth, and at that time they were as valuable as gold.

A good scent has the best ``qi'', which wards off illness and misfortune, and brings in beauty, health, and happiness.

We also have a desire to kindly and widely deliver such good things through good products and good service.

Bina is a beautiful and natural character. It's a bee, and like a hard-working and dedicated bee, it has the meaning of searching for good things from all over the world and delivering them to you.

So, November 2019.

The skin care brand that has been promoting itself as Bi-Natural up until now has decided to change its name to Milobina.

Our company has already started with Milobina, but Rakuten Market and Yahoo Shopping will also change to the new name within this fiscal year.

At that time, I would like to proceed more carefully this time so as not to end up like in 2011 (lol) If you have any ideas or points to note, please leave a comment!

That's all, thank you for sticking with me for so long with this candid content!

see you.