Presentation Material
FYE January 201902

Company Profile

Company Name

Enigmo Inc.

Main Business

Management of social shopping site "BUYMA"

Location

NMF Aoyama itchome Bldg. 6F 8-1-22 Akasaka, Minato-ku, Tokyo

Date of Establishment

February 10th, 2004

Representative

Representative Director and Chief Executive Officer Shokei Suda

Capital381.9 million yen

Number of Employee

97 people

Accounting Period

January 31stMajor Shareholder

Executive officers & Sony Corporation

Audit firm

Ernst & Young ShinNihon LLC

03

History

February 2004

“Period of foundation” – 1st stage of foundation

Commencement of BUYMA services

Number of members:
0 – 100,000 people– Founded in February 2004
– BUYMA released in February 2005, the following year, under the theme of “It has value, no matter where
you are”

February 2006

“Period of expansion” – 2nd stage of foundation

Increase of capital / diversification of lines of business

Number of members:
100,000 - 800,000 people– February 2005 - March 2006 Implementation of capital increase through third-party allocation– BUYMA, which had achieved a positive balance on a monthly basis in 2008, grows into our company’s mainline of businessFebruary 2012

“Period of transition” – 3rd stage of foundation

Structural reforms

Number of members:
800,000 – 1.7 million people– 2012 - Heavy concentration of management resources on BUYMA– July 2012 - Listing of company on TSE Mothers

February 2014
Japanese, English and Korean
language versions of the site

“Period of globalization” – 4th stage of foundation

Commencement of global expansion /path to becoming the “No. 1 overseas online retailer”– December 2013 - Release of BUYMA Korea, the Korean language version of the site

Number of members:
1.7 million – 6.14 million people(as of the end of January 2019)– February 2015 - ROCKET VENTURE, a service which administers media aimed at young women, is
acquired as a subsidiary company (liquidated in January 2018)– October 2015 - Release of BUYMA, the English language version of the site
– March 2016 - BUYMA KOREA is acquired as a subsidiary company (liquidated in September 2017)– July 2018 – Release of BUYMA TRAVEL

04

Structure of business operations

SHOP

1

2

List item
Point

3
Point
Purchasing after
the order has
been received

Purchase
item

4

t f
en - o e)mictle (5% pretntr s en tiocfoe ym sa
Fe pa ranof e tthFof ee
tr co unan n desa tra r act ct grion (5% eempric 〜7 ent
e) %
of
t

he

Japanese and English
language versions of the site

Order item

Original payment
systemDispatch item

Personal shoppers(sellers)

BuyersTurnover generated from fees paid by both parties involved in the transaction
Buyers: Around 5% of the item price (+ other optional fees)
Personal shoppers: Brokerage fee of 5% – 7% of the item price (depending on the status of the item)

Premium personal shoppers：

Shops：

Those among excellent personal shoppers who have cleared certain criteria andresponded to our invitation

Business operators that have met the criteria for selling items through BUYMA

Premium members：
Determined according to the amount of purchases made during the past 6 months. Platinum stage members: (total purchase amount of 300,000 yen or more)/Gold stage members: (totalpurchase amount of between 150,000 yen and 300,000 yen)/Bronze stage members: (total purchase amount of between 70,000 yen and 150,000 yen)05

Business performanceFYE January 201906

Performance for FYE 2019 – Highlights

Recorded an all-time high in terms of both overall trading volume and operating income during FYEJanuary 2019 The rate of achievement for turnover was 110% compared with the initial performance
forecast for the whole period, while the rate of achievement for operating income was 123%,
an upward revision for the whole period(Reference)FYE January 2019
performanceFYE January
2019Performance(forecast)Rate ofachievement

Overall trading volume *45.53 billion yen

41.95 billion yen

109%

37.10 billion yen

123%

Net sales

5.28 billion yen

4.78 billion yen

110%

4.49 billion yen

118%

Operating income

2.14 billion yen

1.74 billion yen

123%

1.57 billion yen

136%

Ordinary income

2.14 billion yen

1.74 billion yen

123%

1.55 billion yen

138%

Profit1.53 billion yen

1.20 billion yen

127%

0.81 billion yen

188%

73.77 yen

57.92 yen127%

39.23 yen

187%

Current net earnings per share (JPY)FYE January
2018consolidated
performance

Compared with thecorresponding
period of a year
earlier* Overall trading volume: Amount of account settlements including such things as payment for goods and fees for settlement of payment in contracted transactions.

07Performance for FYE 2019 – Highlights

Eﬀects of new marketing mix– Number of active members now at approx. 1.1 million– The average number of purchases per person tended to increase through the whole period– The repeat rate among existing purchasers continued to improve

Measures to improve functions– Encouragement to make new purchases through the addition of new settlement of payment
methods along with increased awareness of use of these– Growth in purchase volumes per seller as a result of improved listing functions– Improved action ratio as a result of updated app

Improvement of MD– Expansion in range of products due to the launch of autumn and winter items and measures toaccelerate growth– Measures to reduce the rate of cancellations now taking eﬀect– The men’s category has continued to grow well throughout the year, accounting for an increased
proportion of sales

08Performance for FYE 2019 – Net sales

Net sales 5.2 billion yen, 118% YoY(124% on a non-consolidated basis)Non-consolidated

Consolidated

Non-consolidated

5,283

5,400

4,492

4,500

4,147

3,600

2,858
2,700

2,285

1,800

900

0
FYE Jan. 2015

FYE Jan. 2016

FYE Jan. 2017

FYE Jan. 2018

FYE Jan. 2019

(Unit: million yen)
* FYE Jan. 2016 – FYE Jan. 2018 includes ROCKET VENTURE; second quarter of FYE Jan. 2017 – FYE Jan. 2018 includes ENIGMO KOREA

09

Performance for FYE Jan. 2019 ‒ Selling expenses

Advertising costs increased to 130% compared with the previous period as a result of theimplementation of new marketing mix policies and the addition of a mass media campaign
through TV CM There was a slight increase in overall selling and administration costs of 105%
compared with the previous period as a result of the transition from consolidated to nonconsolidated accounting( 参考 )FYE January 2019
performanceFYE January 2018
consolidated performance

Compared with thecorresponding period ofa year earlier

Labor costs *915 million yen

887 million yen

103％

Advertising costs

965 million yen

744 million yen

130％

Write oﬀs

15 million yen

21 million yen

71％

Costs relating tosystems

71 million yen

72 million yen

99％

Other

256 million yen

386 million yen

66％

Total

2,224 million yen

2,112 million yen

105％* Includes costs associated with temporary workers, outsourced work, etc.

10

Performance for FYE Jan. 2019 - Operating income / income ratio

Operating income was 2.14 billion yen, 136.1% compared with the previous period (consolidated),a record high The operating income ratio also rose 5.5 points compared with the previous period(consolidated), an improvement of more than 40%
Non-consolidated

Consolidated

Non-consolidated

2,143

2,200
2,000

52.3%

55%

1,768

1,800

42.6%

1,600
1,400
1,200

60%

50%

1,574

40.6%

45%
40%

35.1%

35%

1,196

30%

1,000

25%

800

Implementationof mass media
campaigns

600

20%
15%

400

219

200

10%

7.7%

5%
0%

0
FYE Jan. 2015
(Unit: million yen)FYE Jan. 2016
Operating income

FYE Jan. 2017

FYE Jan. 2018

FYE Jan. 2019

Income ratio* FYE Jan. 2016 – FYE Jan. 2018 includes ROCKET VENTURE; second quarter of FYE Jan. 2017 – FYE Jan. 2018 includes ENIGMO KOREA

11

Performance for FYE Jan. 2019 ‒ Transitions in cash flow

Cash flow increased due to profit for the current period, and the current credit balance atthe end of the term increased to 6.45 billion yen(an increase of 2.6 billion yen compared with the previous period)
Operating C/F
2.61billion yen
Investment C/F-10 million yen

Balance atthe beginningof the period
3.85
billion yen

Balance at the endof the period
6.45
billion yen

12Overview of
BUYMA business operations

13

Performance for FYE Jan. 2019 - Number of members

The number of members continued to rise steadily,to around 6.14 million people 123% YoY

6,139,853

7,000,000

6,000,000

4,987,585

5,000,000

3,998,041

4,000,000

3,004,769

3,000,000

2,235,261
2,000,000

1,000,0000FYE Jan. 2015

FYE Jan. 2016

FYE Jan. 2017

FYE Jan. 2018

FYE Jan. 2019

(Unit: Person)*Including the English language version from FYE January 2016; including the Korean language version from the 2nd quarter of FYE January 2017 to the 3rd quarterof FYE January 201814

Performance for FYE Jan. 2019 ‒ Number of active members

The number of active members exceeded
1.09 million people 113% YoY
Number of active members

1,098,542

1,250,000

969,641

1,000,000

885,308

750,000

634,152

500,000

514,989

250,0000

FYE Jan. 2015

FYE Jan. 2016

FYE Jan. 2017

FYE Jan. 2018

FYE Jan. 2019

(Unit: Person)*Number of active members: members with a purchase history within the past year
*Including the English language version from FYE January 2016; including the Korean language version from the 2nd quarter of FYE January 2017 to the 3rd quarterof FYE January 201815

Performance for FYE Jan. 2019 - Overall trading volume

Overall trading volume was 45.5 billion yen 123% YoY,
thus maintaining a high rate of growth45.5 billion yen

50

40

37.1 billion yen
33.2 billion yen

30

24.4 billion yen
20.6 billion yen
20

10

0
FYE Jan. 2015

FYE Jan. 2016

FYE Jan. 2017

FYE Jan. 2018

FYE Jan. 2019

(Unit: Billion yen)*Overall trading volume: Amount of account settlements including such things as payment for goods and fees for settlement of payment in contracted transactions*Including the English language version from FYE January 2016; including the Korean language version from the 2nd quarter of FYE January 2017 to the 3rd quarterof FYE January 201816

Performance for FYE Jan. 2019 ‒ Business performance for FYE January 2019

Growth in all four quarters compared with the previous period
in terms of both newly registered members and overall
trading volume due to the eﬀect of new marketing mix

Transitions in overall trading volume

Newly registered members
QoQ
115%⇢111%

320,000
QoQ
97%⇢116%

QoQ
93%⇢118%

QoQ
97%⇢126%

QoQ
115%⇢124%

16,00014,000240,000

12,00010,000160,000

QoQ
106%⇢131%

QoQ
QoQ
118%⇢114% 105%⇢125%

8,000
6,000

80,000

4,000
2,000

0

0
1Q
FYE January 2017

(Unit: Person)

2Q

3Q
FYE January 2018

4Q
FYE January 2019

1Q
FYE January 2017

2Q

3Q

FYE January 2018

4Q
FYE January 2019

(Unit: million yen)17Performance for FYE Jan. 2019 - Number of transactions handled

The number of transactions handledincreased steadily to 2.37 million 115% YoY

2,374,841

2,400,000

2,058,758
1,853,817
1,800,000

1,309,714
1,200,000

1,125,819

600,0000
FYE Jan. 2015

FYE Jan. 2016

FYE Jan. 2017

FYE Jan. 2018

FYE Jan. 2019

(Unit: no. of transactions)*Including the English language version from FYE January 2016; including the Korean language version from the 2nd quarter of FYE January 2017 to the 3rd quarterof FYE January 201818

Performance for FYE Jan. 2019 ‒ ARPU

As a result of the implementation of new marketing mix policies, ARPU
(average revenue per user) increased by 8% compared with the previous
period, breaking the 40,000 yen threshold for the first time in 4 quarters

50,00040,16640,00041,44938,53937,58838,271FYE Jan. 2017

FYE Jan. 2018

30,00020,00010,0000
FYE Jan. 2015

FYE Jan. 2016

FYE Jan. 2019

(Unit: Yen)
*Including the English language version from FYE January 2016

19

BUYMA(Japanese language version)

21
20

BUYMA (Japanese language version) – Content of business

Unique “CtoC” that brings people from around the world together
Social shopping site that provides a special purchasing experience along with limitlessencounters with fashion items
Number of items listed

More than

3.18 million items

Number of personal shoppers

125,000 people

Countries of residence of personal shoppers

152 countries

Average purchase amount

19,120 JPY

Average age of users

33.0 years
Users by sex

Female:73.5% Male: 26.5%*as of the end of January 201921

BUYMA (Japanese language version) – Initiatives taken in FYE Jan. 2019

Ongoing implementation of “new marketing mix” over a short span of time,bringing together eﬃcient elements in a compact manner to improve our level of recognition andincrease the number of members through TVCM initiated during the second half of FYE January 2018
Additional investment of part of profits from favorable performance during
the half of the year in TVCM and video advertisements
Updated request function

New marketing mix

Implement
TVCM

Implement
TVCM

Imp
T

Improve level ofrecognition

Improve level ofrecognition

Improvreco

Increase thenumber ofmembers

Increase thenumber ofmembers

Incre
num
me

Take measures
to increase thenumber oftransactions
handledIncrease the average
number of purchases
per person

Capture moreusers throughincreased online
advertising
Improve theratio of active
users

Take measures
to increase thenumber oftransactions
handledIncrease the average
number of purchases
per person

Image of implementation spanning
Take measures
Capturemore
half a year
from the 4th quarterto increase theusers throughincreased online
advertising
Improve theratio of active
users

number oftransactions
handledIncrease the average
number of purchases
per person

22

BUYMA (Japanese language version) – Review of FYE Jan. 2019

Eﬀective implementation of new marketing mix also leads to an increase in the number of active
members due to a steady growth in the number of members ARPU also improved,
and the overall trading volume was also 123% compared with the previous period

FYE January 2019

Number ofactive members

ARPU

YoY

YoY

114%

108%

23

BUYMA (Japanese language version) – Review of FYE Jan. 2019 – Increase in the number of active members

Annual number of new members now stands at 1.15 million people
Accelerated growth of 117% compared with the previous period due to the eﬀects ofmeasures to cultivate new members as part of new marketing mix

Number of new members

1,157,634

1,200,000

1,000,000

987,195

FYE Jan. 2017

FYE Jan. 2018787,913800,000

600,000

977,739556,976

400,000

200,0000
FYE Jan. 2015

FYE Jan. 2016

FYE Jan. 2019

(Unit: people)

24

BUYMA (Japanese language version) – Review of FYE Jan. 2019 – Increase in the number of active members

Steady growth of purchase UU numbers by quarter throughout the year due to the active
implementation of new marketing mix policies

450,000
400,000
350,000
300,000
250,000
200,000
150,000
100,000
50,0000
1Q(Unit: people)

FYE January 2016

2Q
FYE January 2017

3Q
FYE January 2018

4Q

FYE January 201925

BUYMA (Japanese language version) – Review of FYE Jan. 2019 – Increase in the number of active members

Growth of men’s category as a result of a fuller lineup of
superior products in the market

Transitions in composition ratio by category

15th period
January 2019

61.7%

14th period
January 2018

32.4%

67.4%

13th period
January 2017

26.8%

71.2%

12th period
January 2016

5.9%

5.8%

22.6%

75.4%

6.2%

18.2%

6.4%

11th period
January 2015

79.4%

14.5%

6.1%

10th period
January 2014

80.4%

13.2%

6.4%

9th period
January 2013

81.8%

10.6%

7.6%

0%

10%

20%

30%

Ladies overall trading volume composition ratio

40%

50%

60%

Men’s overall trading volume composition ratio

70%

80%

90%

100%

Other overall trading volume composition ratio

26

BUYMA (Japanese language version) – Review of FYE Jan. 2019 – Increase in the number of active members

High conversion rate (no. of orders ÷ no. of app visits)
Steady rise in the number of application downloads
Continuing growth in overall trading volume in proportion to thisTransitions in the total number of application downloads

Transitions in overall trading volume via the application

136% YoY

140% YoY

First
half
of year

Secondhalfof yearFYE Jan. 2015

First
half
of year

Secondhalfof yearFYE Jan. 2016

First
half
of year

Secondhalfof yearFYE Jan. 2017

First
half
of year

Secondhalfof yearFYE Jan. 2018

First
half
of year

Secondhalfof yearFYE Jan. 2019

First
half
of year

Secondhalfof yearFYE Jan. 2015

First
half
of year

Secondhalfof yearFYE Jan. 2016

First
half
of year

Secondhalfof yearFYE Jan. 2017

First
half
of year

Secondhalfof yearFYE Jan. 2018

First
half
of year

Secondhalfof yearFYE Jan. 201927

BUYMA (Japanese language version) – Review of FYE Jan. 2019 – Increase in the number of active members

App use among members from in their late 30s to 50s grew,with the app share rising to 44%,
up 5.0pt compared with the previous period

Distribution ratio of overall trading volume by device

100%

44%

39%
80%

60%

40%

20%

0%
First halfof year

Second halfof yearFYE Jan. 2015
PC

First halfof year

Second halfof yearFYE Jan. 2016

First halfof year

Second halfof yearFirst halfof yearFYE Jan. 2017

SP (smartphone) / FP (feature phone) * Excluding application

Second halfof yearFYE Jan. 2018

First halfof year

Second halfof yearFYE Jan. 2019

App(application)

28

BUYMA (Japanese language version) – Review of FYE Jan. 2019 – Improved ARPU

In terms of the average number of purchases per person,
something that we are focusing on during this period,
the internal implementation of applications etc.
continues to be a success and growth has been satisfactory Purchase unit
price per transaction increased due to a higher level of selective consumption

Purchase amountper person

Average purchaseper transaction

Average unit
price per transaction

YoY

YoY

YoY

108%

102%

106%

* Average unit price is uncontrollable due to trends,
fluctuations in the exchange rate and other factors

29

BUYMA (Japanese language version) – Review of FYE Jan. 2019 – Improved ARPU

The average number of purchases per year showed a renewed tendency to increase because ofsuch factors as an increase in purchasing channels as a result of updates to the want list function,
as well as improvements to transaction satisfaction levels among buyers
due to heightened item delivery monitoring

Average number of purchases per year

1Q

2Q

3Q

FYE Jan. 2017

4Q

1Q

2Q

3Q

FYE Jan. 2018

4Q

1Q

2Q

3Q

4Q

FYE Jan. 201930

BUYMA (Japanese language version) – Review of FYE Jan. 2019 – Improvement in ALL-IN - ARPU

A major expansion in both the number of applications and sales amounts
due to the introduction of “Sokuwari”
What is ALL-IN?

Transitions in the number of applications

A simple brand purchasing service in which users handover items in the comfort of their own homes
More than 6,600
qualifying brands

Accurate andspeedy valuations

No postage
or handling fees

Earn
BUYMA points

Second halfof 2016
Select an item to trade infrom your BUYMA
purchase history

Purchase the item you
want at a discountSend your item to be
traded in at a later date tocomplete the transaction

First halfof 2017

Sales amount TTL

Second halfof 2017First halfof 2018

Second halfof 2018

No. of applications TTL

31

BUYMA (Japanese language version) – Measures and policies for FYE Jan. 2020 – New marketing mix

Continued emphasis on eﬃciency and eﬀectivenessthrough the implementation of TVCM and video advertisements
Further improvements to eﬃciency and eﬀectivenessthrough the utilization of “BIG DATA×AI”
Coordination with personalized coupons and personalized points

New marketing mix

Implement
TVCM

BIG DATA

Improve level ofrecognition
Increase the numberof members

Take measures toincrease thenumber oftransactions
handledIncrease the average
number of purchases
per person

Capture more users
through increased
online advertising
Encouraging
users to become
more active

Personalize

AI

32

BUYMA (Japanese language version) – Measures and policies for FYE Jan. 2020 – Improving purchasing UU along with the number of purchases made per person

In addition to the new marketing mix,
improve the accuracy of the following measures

Improvingpurchasing UU‣ Reinforcement of SEO‣ Owned media‣ Improvement of application functions‣ Improvement of recommendation
function

Improving the number ofpurchases made per person‣ Improvement of functions aimed at
personal shoppers‣ Improvement of functions aimed atbuyers‣ Measures for bulk purchases‣ Improved listings of men’s items‣ Addition of a category for returnable
items‣ Delivery functions

Reinforcement of infrastructures aimed at expanding services

33

GLOBAL BUYMA(English language version)

34
21

GLOBAL BUYMA – Initiatives for FYE Jan. 2019

Continuing with our goal of raising the number ofarrivals / CVR and increasing our turnover,as well as establishing the BUYMA brand worldwide

Measures implemented in FYE 2019

Organic
increase inarrivals

Improvementof CVR

Initiating marketing aimed at each target country
Addition of merchandise from Japan (acquisition of inbound demand)

35

GLOBAL BUYMA ‒ Business performance for FYE Jan. 2019

Implementation of SEO measures specifically for English speaking countries
and an increase in organic arrivals

Image of GLOBAL BUYMA

Number of countries
delivered to:Transition in the number of organic arrivals

August 2018
SEO measures forEnglish speaking
countries
Commencement

Average price of items:
36,837 yen

84 countries
Users by sex:
Ratio of delivery
destinations by country :Women, 77% Men, 23%

United States: 53.4%(Annual basis, as of the end of January 2019)

Hong Kong: 14.6%
Canada: 6.1%
Australia: 5.1%
United Kingdom: 2.3%
Singapore: 1.6%
South Korea: 1.8%

2017 1-2Q

2017 3-4Q

2018 1-2Q

2018 3-4Q

2019 1-2Q

2019 3-4Q

Taiwan: 1.3%
Germany: 1.3％
Other: 12.5%

36

GLOBAL BUYMA ‒ FYE Jan. 2019 Status of measures

US shift proceeded smoothly, with a trading volume of 163% compared with the previous period
Rising unit prices as steady ground is gained among wealthy classes
in the US along with the success of SEO/SEM
Aim at further growth by reinforcing both measures for arrivals and sellers

GLOBAL BUYMA Transitions in overall trading volumes

Transitions in trading unit prices

60,000163%

50,0001.56times
40,00030,00020,00010,0000First halfof 2017

Second halfof 2017

US trading volume

First halfof 2018

Second halfof 2018First halfof 2019

Trading volumes in other areas

Second halfof 2019First half of 2018
US trading volume

Second half of 2018

First half of 2019

Second half of 2019

Trading volumes in other areas

37

FYE January 2020

21
38

The current period as a year
for moving to the next stage

21
39

GLOBAL BUYMA ‒ FYE Jan. 2019 Status of measuresFYE January 2020 Change market to
the First Section of the Tokyo Stock Exchange

Listing in
the First Section of JPXTokyo Stock Exchange

Listing in JPXTokyo Stock Exchange
Mothers

Stage Up

21
40

Forecasts for the whole of FYE Jan. 2020

Summary of measures for FYE Jan. 2020

BUYMA
– Encourage further evolution over the medium and long term in the marketing mix put into eﬀect
during FYE Jan. 2019 Aim to put in place systems for sustainable growth– Reinforce the men’s fashion, an area which grew substantially during FYE Jan. 2019
– Promote policies to improving listing functions

GLOBAL BUYMA– Promote measures to improve arrivals and CVR, centering on the US– Improve convenience for overseas users– Aim to become profitable on a monthly basis, with the exclusion of strategic investments

BUYMA TRAVEL– Release an independent website in this year following a period of fine tuning through a beta version– Set areas for improvement and improve listings41

Performance forecast for the whole period of FYE Jan. 2020

Invest in new businesses in addition to maintaining ongoing growth in existing
businesses Well balanced mixture Aim to achieve a more robust profit system

FYE January 2019individual performanceFYE January 2020individual performance forecast

YoY

Overall trading volume* Including payment processing fees

45.53 billion yen

52.53 billion yen

115%

Net sales

5.28 billion yen

6.15 billion yen

117%

Operating income

2.14 billion yen

2.46 billion yen

115%

Ordinary income

2.14 billion yen

2.45 billion yen

114%

Profit1.53 billion yen

1.70 billion yen

111%

73.77 yen

81.65 yen

111%

━

━

━

Earnings per share

Cash dividends per share (planned)

42

Taking BUYMA to the next stage

21
43

Redefinition of BUYMA

Redefining BUYMA as a Specialty Market Place

A market place which constructs a platform breaking
down the boundaries between companies andindividuals by giving full play to a diverse range ofexpertise in specialized categories, and which creates
special experiences for both sellers and buyers in awhole new way.

Product genres of all kinds

Specialty

C2C / B2C

Market Place(Malls, flea markets, classified ads, etc.)(UBER, Airbnb, etc.)

Transition from an “all-genre” to a specialty market place
C’s expertise increases, resulting in coexistence between C and B

44

Redefinition of BUYMA’s business areas

BUYMA is not suited to mass produced products of a kind used on a day to day basis.
Rather than easily available items that one can obtain anytime, anywhere, BUYMA
targets special items inhabiting the realm of the extraordinary, such as sought after
brands, things which are a joy to obtain, and other products which people crave toown.
Today fashion, tomorrow travel… As a Specialty Market Place, BUYMA aims toinhabit a unique position in this realm of the extraordinary, providing a broad rangeof items and services from around the world.

Realm of the everyday

Realm of the extraordinary

As the realm of the everyday becomes more convenient, people tend to spend
more money and time exploring the realm of the extraordinary45

BUYMA’s strategy for growth

1 Based on the concept of BUYMA as a Specialty Market Place, provide a diverse range of options and special items /experiences from all corners of the world in fashion, travel and other extraordinary fields, and help people achieve newlifestyles through a formidable product lineup found nowhere else.
[Expansion in scale]2

Improve profitability through the provision of related services that possess value for many BUYMA users.
[Improvement of profitability]

3

Expand BUYMA overseas to become a much-loved brand among people around the world.
[Growth in the medium and long term]

TravelFashionOverseas
expansionNew

46

Vision

ENIGMO’s Specialty Market Place. A new kind of market,

And what exactly is it that we have achieved through thisdifferent to traditional markets in terms of both the things

new market?

and people it brings together.

In a nutshell, “freedom of choice.”

First, “things.”

Just imagine: you have found something special and want

Traditional markets handle products of all kinds, which is

to send it to someone.

why they are unable to provide meticulous care in terms

In this spirit, you can ship things to people all over theof lineup, evaluations, UI/UX, etc.

world. And you can make money by doing so.

ENIGMO’s Specialty Market Place, on the other hand, is a

You can use your own sensibilities to make someone

highly reliable market that customers can use with ease

happy, and can make a living in the process.

and peace of mind, something we have achieved by

As a seller, this opens up the potential for new ways ofnarrowing down products into specialized categories.

living.

Next, “people.”

The world is filled with wonderful and fun things.

Individuals are not able to participate in traditional

Just see for yourself by visiting a market replete withmarkets, a fact which has narrowed the range of options

diverse sensibilities and options from around the world.

for buyers.

Here, you can choose something exciting and make it

ENIGMO’s Specialty Market Place breaks down the

your own.

barriers between companies and people, making it

As a buyer, this opens up the potential for a very special

possible to provide a rich lineup of products anywhere at

shopping experience.

any time by enabling anyone to utilize their diverse
expertise to do business.

We at ENIGMO will change the world through ourSpecialty Market Place.

47

Mission Statement

Creating Change.

48

These presentation materials are provided solely for the purpose of better understanding of
our company and are not intended for the purpose of solicitation.
Forward-looking projections and forecasts contained within this document are made basedon information available as of today.
Actual business performance may differ from projections due to risks and uncertainties in
the future.