Coordinating Paper that Meets Needs with Exceptional Information, Proposal, and Supply Capabilities
The mail-order catalog magazine Tsuhan Seikatsu™ has attracted many loyal fans with the attractive way it promotes selected products. Catalog House, which has been editing and publishing Tsuhan Seikatsu™ since its launch in 1982, focuses on quality over price in its mail-order business and showroom operations. It also has a long-standing relationship with Japan Pulp & Paper spanning a quarter of a century.
Japan Pulp & Paper supplies paper for Catalog House’s various paper media including its flagship mail-order catalog Tsuhan Seikatsu™, as well as newspaper inserts for sales promotions. Japan Pulp & Paper’s Printing Paper & Direct Sales Department is in charge of these operations.
Japan Pulp & Paper Co., Ltd.
Catalog House Ltd.
Role of the Printing Paper & Direct Sales Department
The Printing Paper & Direct Sales Department mainly handles graphic paper. Although this business area has been greatly affected by exponential advances of digitization, graphic paper is still an important tool for communicating information and supports people’s daily lives. The department is comprised of professionals who handle paper for catalogs and flyers. Hatori who is among one of them says, “Our role is meeting the demands of our customers and end users that handle paper media, and working with them to solve their problems by making proposals that adapt to their needs.”
Catalogs and flyers conventionally use general-purpose paper produced by paper manufacturers, so it’s difficult to differentiate the quality of the paper from that of other companies. However, Japan Pulp & Paper, founded in 1845, has accumulated a wealth of know-how, exceptional information, proposals, and supply capabilities for paper distribution. Such strengths enable the company to create proposals based on the latest information and to ensure a stable supply of products.
The Relationship Deepened with the Development of Recycled Paper Exclusively for Catalogs
Ever since the launch of the mail-order catalog Tsuhan Seikatsu™ in 1982, Catalog House has continued to pursue high quality and high added value through such things as the joint development of products with manufacturers featured in the mail-order catalog. The company has high environmental awareness and is concerned about forest resources. At present, the Tsuhan Seikatsu™ catalog uses “Catalog House’s exclusive recycled paper” mainly made from wastepaper. Since the procurement of raw materials varies each time, the ratio of wastepaper used also changes. The paper composition ratio is clearly listed in each issue.
The relationship between the two companies deepened when Japan Pulp & Paper developed recycled paper exclusively for catalogs. Catalog House’s initial request was to develop paper made from 100% recycled paper by collecting the catalogs they had published. However, producing and supplying catalog paper in a closed loop was difficult, so Japan Pulp & Paper worked with manufacturers to develop paper using 100% post-consumer waste. After repeated paper-making tests and printing trials to ensure quality and strength, the company was able to realize Catalog House’s specifications. “We succeeded to create a catalog with all pages made from 100% recycled paper. I heard this project was the first of its kind in Japan. Learning about this process later, I felt it was a result of our company being able to fully demonstrate its ‘ability to make proposals,’” Hatori explained.
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Paper media published by Catalog House -
“Paper composition ratio” listed in Tsuhan Seikatsu™
Exploring the Potential of Paper Catalogs
While the digitization of publications has reduced the demand for graphic paper, many consumers still seek paper products. Catalog House’s customers look forward to receiving catalogs and flyers. “Catalogs, in particular, are easy to pick up and search for information at any time, making them a valuable medium for mail-order services, and I believe they will continue to be important in the future,” Hatori said.
Otsuka, Vice President of Catalog House, also says the company should be able to maintain the paper catalog format to meet readers’ expectations as long as the readers enjoy the Tsuhan Seikatsu™. “I expect the circulation numbers and types of newspapers and magazines to continue decreasing, but I hope our paper catalog can survive as long as possible,” he explained.
Stay Close to Customers to Solve their Problems
Catalog House’s demographic includes many older individuals, so the company strives to create more readable printed media. Hatori says this very stance is the reason why Tsuhan Seikatsu™ continues to have hardcore fans. “I admire how Catalog House continues to adapt to customer needs. For example, the company quickly responded to customer feedback about the weight of the catalog by changing its size. As someone who always considers things from the customer’s perspective, I have learned a lot from them,” Hatori said.
Catalog House continues to focus on closing the distance with its readers and staying close to them. This attitude overlaps with the role expected of Japan Pulp & Paper’s Printing Paper and Direct Sales Department which is, “stay close to customers to solve their problems and make proposals that adapt to their needs.” Hatori says the company will continue striving to be able to respond quickly and effectively to the need for “better products.” To this end, she aims to eagerly absorb knowledge about paper and pass that on to Catalog House. “We aim to differentiate ourselves by leveraging the strengths of our Printing Paper & Direct Sales Department to provide value to Catalog House,” Hatori said.
Hatori’s endeavors continue on.
catch up | Adoption of Paper Packaging Handled by Japan Pulp & Paper
Catalog House has produced numerous long-selling products such as the Medical Pillow. As a result, the company has a large number of loyal fans. “Maintaining relationships with our regular customers is a major point. At the same time, we must also acquire new customers,” Otsuka said. Catalog House is strengthening its appeal to existing customers while also focusing on acquiring new ones. As part of these efforts, they have independently developed the heat-generating undergarment series “Fuji Heat,” which began full-scale sales in the fall of 2023. The paper packaging for the product was developed by Paperization Business Group of Japan Pulp & Paper. Although Catalogue House products are usually shipped in the company’s original cardboard boxes, Fuji Heat products tended to leave extra empty space within the box. So, the company decided to use exclusive paper packaging instead, that is compatible with Nekopos* specifications.
“We approached Japan Pulp & Paper with the aim of reducing our logistics costs. The packaging reduces the use of cardboard and features a design that makes Fuji Heat instantly recognizable, enhancing brand awareness. As a product aimed at repeat purchases, we intend to establish the Fuji Heat name and differentiate it from its competitors,” Otsuka explained.
*Nekopos is a mailbox delivery service provided by Yamato Transport which specializes in small and lightweight parcels. Shipping costs are relatively low, and compensation and tracking services are provided.
- Customer
- Catalog House Ltd.
- Head office location
- 2-12-2 Yoyogi, Shibuya-ku, Tokyo 151-0053
The information provided herein was current at the time of its announcement.
Please note that this information may be subject to change without notice.
[Published on November 18, 2024]
