2023.04.26
10th Anniversary of YAMAP: From Custom Collaborations & Original Products with Manufacturers to Private Brand Development at "YAMAP STORE"
With over 3.6 million downloads and 660,000 monthly active users, the top domestic hiking map GPS app YAMAP helps users know their current location even when offline, reducing the risk of getting lost and earning widespread support.
YAMAP INC., the company behind YAMAP, started YAMAP STORE in 2019, offering not only a curated selection of products but also custom items and YAMAP-original gear.
Starting in 2024, they plan to launch a private brand featuring apparel made from natural materials.
We spoke with Naoto Shimizu, Executive Officer and Division Manager of YAMAP STORE Group, to learn about the inception of YAMAP STORE, the development process of their items, and future plans.
Initial Plan from the Founding
First, tell us why you started "YAMAP STORE" in 2019.
From its inception, our CEO Yoshihiko Haruyama had a vision to expand into "outdoor products and fashion." Besides focusing on the hiking map GPS app, we also have a "community" and "reading (content)" aspect, which are interconnected. We visualize this plan while continuously evolving our business model to match market conditions and our company's growth stages.Currently, we have expanded into several businesses related to hiking and the outdoors. Following the "YAMAP Well Being Life Journey" concept that enhances the well-being of people and the environment throughout their lifestyle, from daily life to hiking scenes, we provide user-centric services and experiences both online and offline.
YAMAP STORE was born as a gear shop for YAMAP users, but we also focus on developing custom and original products, offering a unique lineup.
What criteria do you use for selecting and developing products?
The concept of YAMAP STORE is an "online select store that only offers products we truly believe in." We gather feedback from employees and users to curate our selection. Insights from user activity logs on the YAMAP app and user gatherings are also utilized for product selection and development.Initially, we mainly curated (purchased) products from manufacturers. However, by selling custom and original products that address user needs during hiking, we've received very positive feedback. Now, these products account for about 30% of our monthly sales.
Hit Products: "Kamino Pants" & "Insoles for Hiking"
What are your biggest hit custom and original products?
Our top hit product is the "Kamino Pants," a custom item by the domestic outdoor brand "finetrack." Despite the limited sales period, we have sold around 4,000 pairs on YAMAP STORE alone.
The idea for the custom product originated from our CEO Haruyama's personal use. While he acknowledged the quality of the pants, he wanted to improve their functionality.
Haruyama, along with our employees, identified areas for improvement and proposed a collaboration to finetrack.
Drawing on finetrack's excellent craftsmanship, we joined the planning stage to further enhance the product's quality.
For instance, we proposed a pocket specifically for smartphones. Many YAMAP users check the app on their phones while hiking, but there is a risk of dropping or losing the phone, and it is cumbersome while hiking.
To eliminate the stress of taking out and putting back the phone and the discomfort when sitting down, we designed a smartphone-specific pocket in an optimal position that does not interfere with a backpack.
Additionally, by removing the original logo above the knee and opting for more wearable colors, we created functional pants that can be comfortably worn outside of hiking, gaining high acclaim.
Share Article
TOP ARTICLES
RELATED ARTICLES
