8. The reform years (1998-2005)

Due to the structural recession which followed the bursting of Japan's so-called bubble and continued from the late 90s onwards, there was a widespread cooling off of market demand. In response to this, KOKUYO took various countermeasures, such as reforming and reorganizing its distribution system, and entering the fast-growing Chinese market. One of these countermeasures was the development of the network distribution business, the first attempt being the "Benri Net", an office supplies order system which operation started in 1997. The following year, KOKUYO launched its "C-business (@office)" catalogue mail order business aimed at distribution support, followed in 2001 by a general mail order business for office supplies "Kaunet" targeting small and home offices, the so-called Sohos. Entering the internet mail order business meant that distribution increased, so to deal with this complexity, a new distribution center was set up to maximize efficiency and distribution companies were restructured. Another unique approach initiated at that time was something called "universal design" (UD). Following the "Wavelet" clear book launched in 1999, many excellent UD items were created. Then, in 2005, KOKUYO celebrated its 100th anniversary.