INAX Japanese boss reveals secrets behind building 100-year-old brand

INAX has operated for over 100 years, starting out as the consultant and manufacturer of bricks and tiles for the Imperial Hotel Tokyo

In 1918, INAX was founded with the laying of the first bricks at the Imperial Hotel Tokyo. Even after more than 100 years of operating and growing, INAX is known as a leading sanitary fittings manufacturer. Masahiko Hiramoto, general manager of LIXIL Water Technology Asia, shared three tips that helped INAX and other Japanese brands stand the test of time.

Hiramoto said, “While shopping for sanitary fittings such as toilets, most consumers look at the design and utility of the product rather than its history or philosophy. However, our focus on INAX individually and LIXIL as a whole is to deliver our story through each of the products we introduce to the Vietnamese market.”

There are three secrets to this long-standing business, including a focus on their main business areas, a trust-based business/operation approach, and appreciation for the artisans, craftsmanship, and skillfulness.

Starting out as technical advisors to the brick manufacturing factory for Imperial Hotel Tokyo in 1900, Hatsunojo Ina and his son Chozaburo took advantage of the workers and equipment to build Ina Seito, now called INAX. It was not until 1945 that INAX started producing bathroom fittings in Japan. Different from Vietnamese people, Japanese people have a culture of appreciating and respecting the bathroom space and cleanliess. This helped INAX gradually research and release products of outstanding quality in the pastyears.

Facing the strict quality standards of Japanese customers, Masahiko Hiramoto said he and his team had spent a lot of time researching, going through trials and failures to create the most satisfactory products for customers. INAX's philosophy emphasises that functionality always comes first. Toilets must be made of durable materials, high-class enamelled surfaces, and must be convenient and environmentally friendly.

For more than 100 years, INAX has been producing architectural ceramicsand successfully conquered the bathroom settings market. Different from new startups just now entering the market, centenarian businesses like INAX have a deep understanding of the market, as well as users’ experience and are thereby creating products that have outstanding quality and design. For example, INAX's Aqua Ceramic technology helps the product remain glossy and new for more than 100 years due to the combination of super hydrophilic materials and the enamel.

Recognising the potential for growth in Asian markets, especially Vietnam, INAX has brought Vietnamese consumers the Japanese experience with original product designs. Operating in Vietnam since 1998, INAX's sanitaryware lines are already held dear at the hearts of customers. INAX has established many factories evenly distributed throughout the country, in provinces like Vung Tau, Hung Yen, or Hanoi.

It is the sophistication in design, a sense of harmony, persistence in its business philosophy, and history that has helped INAX gain the affection, trust, and respect of Vietnamese consumers after 20 years here. INAX products are chosen by many architects as well as Vietnamese customers who love a soft architectural style, bringing a breath of life and nature into living spaces.

INAX is currently the No. 1 sanitaryware and home appliance brand in Vietnam, accounting for about 30 per cent of the Vietnamese market.

With over 20 years in Vietnam’s market, INAX has won over Vietnamese people’s trust and respect

“We are committed to the goals set out for the Vietnamese market and have achieved a lot in shaping the mind of Vietnamese people in terms of bathroom space. We will continue to develop more advanced new technologies, making the bathroom a relaxing and comfortable space to renew and recharge users, rather than just a place for basic living necessities,” Hiramoto added.

The general manager of this Japanese brand admits that the growth of the Vietnamese market also creates problems for INAX, but all weaknesses can be turned into strengths: the user's perspective and the need to apply bathroom technology will be an innovative lever for INAX to lead the Vietnamese market.

Masahiko Hiramoto said, “We are persistent to the goals set out for Vietnamese market and are committed to transforming the way Vietnamese consumers approach bathroom spaces.”

In April 2019, during Milan Design Week 2019, INAX introduced its two new collections: S600 LINE and S400 LINE. The two collections under the reimagined “Rituals of Water” brand theme have also hit the Vietnamese market in September 2019. S400 – A blend of light and shadow S400 is characterised by a combination of light and shadows. Mystical rays of light penetrate through small windows, exerting serenity and relaxation in an unembellished yet thoroughly elegant space. The sophistication in selecting the right tile materials highlights the minimalist design of the modern bathroom fittings. S400 is thus an exquisite product line that creates utmost relaxation for an energetic start of the day. INAX’s S400 collection is typical for its combination of light and shadow S600 – High-end sophistication in Japanese ambience The talented arrangement turns the product into an exquisite work of art in a pure Japanese space. The S600 product line brings a relaxing atmosphere and more vitality to the bathroom. You can enjoy a tranquil moment with this luxurious S600 line, and rejuvenate every day with the Japanese rituals of water. S600 is about intelligent arrangements, which turn this Japanese space into a place for relaxation and rejuvenation