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Business Development in East Asia
Based on its corporate philosophy of helping people live well, Benesse is determined to support the growth of children not only in Japan but worldwide. As a first step in this direction, we launched preschool courses in Taiwan in 1989. Since 2006, we launched similar businesses in South Korea and China. As a result of brisk business expansion in China, we now count a total of some 650,000 enrollees between our three bases in East Asia. (As of April 2011.)
To develop our businesses in each country, we leverages the wealth of experience gained from our Kodomo Challenge business in Japan. This entails promoting close contact with customers, uncovering issues and listening to customer input, while working with them to deliver real solutions. From this fundamental stance, we support the growth of children in all the countries and regions where we operate, with lessons that cater to different stages of development. Our offerings are designed to help children not only in building their academic ability but in developing lifestyle habits as well.
Business Expansion in China
After starting in June 2006, the Kodomo Challenge business in China saw enrollment numbers surpass 300,000 in 2010. The key to attracting support from so many customers in just five short years lies in Benesse's prosumer-style approach of creating quality goods while listening to customer input. The wide approval of Benesse products and services among Chinese parents, guardians and children demonstrates the care that has gone into their development. Going forward, we will continue to strengthen our product capabilities to enhance the value it provides to customers.
Meanwhile in marketing activities, we are responding to the sheer size of China's market by increasing our network of sales bases and shops in Beijing, Guangzhou and other places across the country. As we work to further expand points of contact with customers, we will develop our business in line with local needs and expectations.
Eyeing Expansion Into More Countries
Cultures and educational systems may vary by country, but intellectual curiosity is universal among children everywhere. In every country and region where it operates, Benesse strives to earn support by building relationships of trust with local customers.
We are committed to globalizing the development of our overseas operations, with advancement into countries and regions beyond Taiwan, South Korea and China also on the horizon. In parallel, we are looking beyond Kodomo Challenge to new business development in China.
