珠海老牌日资企业走红“启示录”：从实力说话到拥抱流量｜走读高新⑤

Core Viewpoint - The rise of outdoor camping has created a new consumer trend, with the brand "Iwatani" gaining popularity among younger demographics for its portable stoves and gas canisters, marking a shift from traditional sales models to new retail strategies [3][5][9]. Company Overview - Iwatani Corporation, established in Japan in 1969, has maintained a leading market share in portable stoves and gas canisters for years, with a significant presence in the high-end restaurant and hotel supply sectors in China since its establishment in Zhuhai 31 years ago [2][5][15]. Market Trends - The outdoor economy has become a new consumption hotspot, with increasing interest in camping and outdoor activities leading to a surge in demand for camping gear, including Iwatani's products [4][9]. Sales Strategy - The company transitioned to online sales in August 2020, responding to the challenges posed by the pandemic on traditional distribution channels, which has resulted in rapid sales growth for its portable stoves and gas canisters [8][10]. Product Innovation - Iwatani emphasizes product safety and user-friendly design, utilizing advanced safety features such as magnetic safety valves and double-sealed connections to enhance consumer safety [10][13]. Industry Leadership - The company has played a significant role in setting national standards for outdoor gas appliances, having participated in the formulation of key industry standards and receiving recognition for its contributions to technological innovation [10][14]. Local Impact - Iwatani has established a strong presence in Zhuhai, benefiting from local government support and a robust supply chain, which has facilitated its growth and technological advancements over the past three decades [15][18]. Research and Development - The company has invested in R&D, establishing a technology research center and obtaining numerous patents, which supports its goal of producing high-quality, innovative products for the Chinese market and beyond [18].