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Sewing Machine to Printer via Typewriter.
This story was from the first decade of the twentieth century when Japan was not capable of making sewing machines on its own, and the whole market relied on imported sewing machines. Shortly, in 1908 Kanekichi Yasui founded Yasui Sewing Machine Co. He started providing sewing machines parts and repairing them in his own way. Kanekichi himself was not physically fit, but his son Masayoshi became his support system and proved his ability to handle the business at the age of sixteen. Gradually, Masayoshi's younger brother Tokyo also started helping his father and elder brother. Along with helping his father, Masayoshi began to understand the sewing machine business. The question that kept bothering him was, "Why isn't Japan capable of making sewing machines on its own?"
After the death of Kanekichi Yasui at the age of 44, both Masayoshi and the Tokyo brothers were determined to finish their father's unfinished business. Using the knowledge they gained from repairing sewing machines, they first built a Chain-Stitch machine for straw hats. The product made by the Yasui brothers was a marvel of their handicrafts as the suitability for production was very low during this period. When this sewing machine came on the market in 1928, it was sold under the brand name 'Brother' to show how the hard work of two brothers resulted in this enduring machine. The machine was successful as soon as it came in the market as it proved its working capacity which was ten times as compared to the imported sewing machine. The great success of the chain stitch machine convinced the two brothers to build a Home Lock-Stitch machine, but the biggest hurdle in getting it started was how to make a 'shuttle hook.' The shuttle hook was a vital tool of home Lock-Stitch machines; it had to be replaced frequently and hence was always in high demand, but there was no technology available in the domestic market for bulk production of shuttle hooks. So the family's youngest brother, Jitsuichi, who had technical skills, devoted himself to research and eventually found a way for mass-production of shuttle hooks. Masayoshi's dream of living in Osaka after his father's death came true in 1932, exactly 11 years later, and the Brother Company started selling Home Lock-Stitch sewing machines all over the country. This was followed by Home stitch machines, home knitting machines as well as washing machines and was exported abroad. Brother was the first Japanese company to start production and sales after World War II.
In 1956, Max Hugels, the American CEO of Brother International Corporation, advised Masayoshi Yasui to make a typewriter. Typewriters were in high demand in every office, just like the laptops in the present time. Seeing Hugel's enthusiasm for entering the typewriter business, Masayoshi set out to create a portable typewriter. To do this, Brother's project team first scrutinized the typewriter business in the United States and researched how to make Brother-made typewriters more functional. They concluded that there was no need to struggle for typewriter production. It can be made using the same technology that was used for sewing machines and knitting machines. The quality of a typewriter has always been known by its sleek typeset. For this, Masayoshi Yasui used a technology called "Coining Process" but couldn't yet create the needed and attractive typeset.
Hinamochi is a traditional Japanese dish made by mixing rice powder in water and pouring it into a wooden mold by hand. This process came to Jitsuichi's attention. Inspired by it, they succeeded in creating a more sharp and attractive typeset. Brother's first "JP1" typewriter finally hit the market in 1961, and Brother sold the typewriter that was sold for 70 dollars in the American market for only 50 dollars. Soon it became famous all over the United States. After America, the typewriter made by Brother also got an incredible response in Europe. After ten years of production, "JP1" was sold in more than 100 countries and more than 20 languages. Besides the Regular, Electronic typewriters were also manufactured by Brother Company. Following the invention of the word processor and printer, the typewriter was discontinued by the Brothers in May 2016 due to declining demand for typewriters.
Brother made his first laser printer in 1987, which was selected as 'Editors' Choice.' Brother also used more than 8,000 fonts in printer production, which was the reason for its extensive sales.
Also, Joysound Commercial Karaoke was created in 2009 by Brother Company. Its peculiarity was that the lyrics could be seen on the screen. Like all their other products, this was also well received in the market.
In short, whether it is a sewing machine, a typewriter, karaoke, or a printer, the uniqueness of the company is that the quality of the product was much better than the products sold in the market. That is the main reason behind the success.
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