“BARA” Service - Sales from even a single screw.
Sunco, a trading company specializing in JIS (metric) fasteners, has a tradition and track record of over 75 years. In Japan, Sunco has handled extremely high demand from customers who require high quality. During this time, Sunco has developed and expanded a distribution center utilizing IT and new technologies. Now, its scale and technology are the best in the industry, and Sunco can speedily deliver even one piece made in Japan, which is highly regarded around the world.
Sunco is proud with its fast delivery for any quantity of fasteners-direct from Japan, which is highly regarded around the world.
1- How did you personally get into the fasteners business Mr. Okuyama?
SUNCO Industries was founded by my grandfather.
I joined SUNCO Industries in 2003. The direct reason for joining the company was that my grandmother passed away on my birthday in 2003, and I thought that there was still a little more that I could do as a founding member.
2- Can you give us some information about your company?
SUNCO is a Japanese distributor specializing in JIS (metric) fasteners with over 75 years of tradition and experience. We have approximately 800 employees, and one of our main strengths is our extensive product lineup of approximately 2.1 million different products, mainly JIS (metric) fasteners. We cooperate with about 1,300 domestic suppliers and serve about 6,000 customers.
Another of our strengths is our "BARA" service, which enables sales from even a single screw.
3- Where are your distribution and sales offices located? Do you have plans to establish a warehouse or company outside of Japan?
The head office is located in Osaka, and there are a total of three offices, including one in Tokyo and one in Higashi-osaka City. There are also five warehouses in Higashi-osaka City.
We have no plans to establish an overseas base. Currently, logistics services for shipping from Japan to overseas have developed remarkably, and we think that our business model of small-quantity, high-mix shipping can satisfy our customers' needs even with such services.
4- How did you manage to become Japan's largest fastener distributor?
Under the slogan " We want to be at the service of our customers”, we have enhanced many of our services, but we dare to mention just a few.
• Continuous expansion of product items handled to reflect customer requests (currently 2.1 million items).
• Enrichment of environmental survey data and other evidence through one of the industry's leading quality assurance systems.
• Continued investment in distribution centers that enable detailed shipments, including "BARA" service.
• Providing 3Qnet for customers and upgrades based on customer requests, etc.
5- What are the challenges and responsibilities of being 75 years old company? How do you perceive the evolution of the fastener industry over time?
There is no innovation in the fastener industry. This is because the screw is a mature product, so much so that it has been called “the great invention of the millennium.” The number of applications for fasteners is also decreasing. However, there is no other fastening component that can replace screws in terms of functionality.
Our challenge is to steadily increase the convenience of our customers and to be more useful to them. In order to fulfill this task, we think that it is important to fulfill our responsibility to supply products in a reliable manner.
6- Competition is becoming difficult in both the economy and the fastener industry in the world. What are your precautions and strategies for this?
In the domestic market, Chinese companies are shifting their targets to Japan and other Asian countries as the volume of trade between the U.S. and China declines, and there are concerns about an influx of inexpensive products, especially Chinese products, into Japan, which has increased to date.
In addition, as the industries of countries that used to be producer countries become more complex (second industry to third industry), distribution channels will also become more complex and customer demands will become more diverse. Some companies in these countries are already responding to these trends by building e-commerce sites targeting the global market.
E-commerce sites can be utilized up to the end user and can bring about changes in some markets because of their focus on inexpensive products. There will also be an impact on Japanese trading companies and manufacturers that have been among the distribution channels for products up to now.
It will be very important to continue to assess these major economic and commercial trends, cooperate with domestic companies, and respond flexibly.
As for sales, the number of countries that are also having supply chain problems is increasing, and we are receiving several cases from overseas customers asking for such consultation.
Our principle for overseas is to "deliver JIS screws to the world" and this stance will not change in the future. However, to respond to overseas customers' requests for products other than JIS screws, it will be necessary to cooperate not only with Japanese suppliers but also with suppliers across borders. We think it is also important to expand the range of our suppliers' choices in the future.
"Your logistics base in Japan"
7- What is Sunco-Kai?
Sunco-kai is a cooperative association organized by SUNCO Industries and our major domestic suppliers. The purpose of Sunco-kai is to promote the improvement of skills and technologies of our company and each other, to provide products of higher quality, and to promote friendship among the members. Members are mainly screws and fasteners related product manufacturers in Japan, and as of December 2024, there are 176 member companies.
Sunco-kai aims to improve product quality on a daily basis by holding quality seminars and presenting awards to companies that strive to improve quality throughout the year.
8- Where do you supply products from outside of Japan? What are your target markets for export?
Most of the products from overseas are bolts and nuts, mainly stainless steel, which are mostly used for construction in the domestic market.
The target market for export is the aftermarket at locations where JIS screws are used. Japanese cars and motorcycles, inspection and repair of Japanese factory equipment in various countries, etc. The main countries that we export are the United States, the United Kingdom, Asia, and other countries where many Japanese companies have expanded and use the metric (JIS) system.
9- You have over 2.1 million products in stock. Which product groups are you competitive in terms of price?
There are various definitions of price competitiveness, but our company can provide total cost benefits. We can provide best products to our customers. Our strength lies in the wide range of items and sizes we offer, including more than 2.1 million items centered on JIS products.
The “BARA” service, which delivers as many items as our customers want with a short delivery time, makes this possible. Most of our 6,000 Japanese customers use this service.
Considering the stock management fees, the total amount of money that will be incurred due to purchasing over MOQ, and the labor costs in repackaging; we reduce the total costs and stock risks by delivering the amount of product our customers need in a short time and with quality packaging.
Please make good use of SUNCO as your logistics base (warehouse) in Japan. Some people say they are concerned about freight charges, but I think that the products inquired to SUNCO are basically those that are in trouble because they are not handled or stocked by companies in their home country or other countries. If so, is price the most important? You want to receive a reliable product as quickly as possible. You must have a desire to do so. Our business model is a great match for such people. Furthermore, Japan has a very stable international logistics system for exports from Japan, both by sea and by air. If you want a regular and stable supply, please consider this as an option.
• “Do you really need to buy the product with many quantities and put them in inventory at your company?”
• “Is it necessary to purchase or stock goods in unnecessary quantities, even in terms of SDG's and environmental regulations?”
• “Why not add Japanese products like JIS products or ONIBA PIAS to your product lineup without inventory risk?”
In terms of product lineup, there is a wide range of sizes available, including hex cap screws, Micro screws, Pre-assembled screws, and Flat washers.
We have a lineup of “sizes that are not usually available and are not even listed in the standards of various countries”, so the total cost advantage is definitely better than preparing molds and materials from scratch, purchasing them at MOQ, and waiting for delivery.
10- Could you tell us about the system you use for stocking and shipping your products in your warehouse?
All systems are designed and developed independently. In recent years, we have also used many mathematical models, some of which have been patented in-house.
The basic design of the system is not so much about efficiency as it is about speed and computational power and is designed to achieve processing that exceeds human capabilities.
11- Which methods do you try to reach more customers and how do you ensure customer satisfaction?
We advertise in great professional magazines like FASTENER EUROPE, use their newsletter service, create an English website, and send a starter kit (a box that includes a JIS screw standard book, our introduction and how to use our online shopping site, 3Q Net, etc.) to companies that have inquired about our services.
We also send out product advertisement direct mailings and e-mails, and continuously post on social media such as Instagram. We are also engaged in a variety of digital and analog measures to increase our visibility, including the operation of our own magazine, "SOCKET BOY," and participation in fastener trade shows.
We are also quite active in attracting (invitating) visitors to our company and logistics center. Our clients are always very satisfied with the innovative facilities of our distribution (logistics) center and they ensure how we provide high quality and error-free delivery and shipping.
We provide them an automated audio tour in English, just like a museum tour. The penguin mural inspired by a famous painting, the “BARA” facility that resembles a Japanese Kaiten-Sushi (conveyor belt sushi) restaurant, and the innovative image processing system are just a few of the many features that await you.
We would like to invite you to visit SUNCO in Japan when you participate in fastener trade shows in Asia or visit our suppliers, which are not far from there, and experience not only our distribution center but also our at-home atmosphere and “Osaka, the city of business”.
We are always looking forward to hearing from you.
We are waiting for you with Takoyaki*.
* Takoyaki is one of the most popular foods in Osaka made of flour-based batter with octopus and cooked in a special molded pan.
Work like you play, achieve results like you take for granted
12- The "Socket Boy" character is very popular, is it contributing to your brand awareness?
Socket Boy's popularity has contributed enormously to our branding.
Every time we participate in an exhibition, we feel that we are gaining more and more recognition from everyone. I think one of the attractions is that anyone can become a Socket Boy by wearing that socket hat and Happi* coat.
The original Socket Boy wears a Happi coat (a Japanese festival costume) over a suit jacket and tie, which appeals to his sincerity as well as his cheerful character.
We value the phrase; "Work like you play, achieve results like you take for granted".
Socket Boy will continue to work hard to expand our trust and popularity together.
13- We know that you have renewed your website. Are there any other innovations and developments you have made?
Next year we will expand a “BARA” service facility in our logistics center which is like a Japanese conveyor-belt sushi restaurant, and also within a few years we will expand a pallet warehouse capable of storing 10,000 pallets.
We are also working on the publication of “SOCKET BOY”, a magazine aimed at disseminating information about our company and the screw industry in Japan, as a major pillar of our business in the future.
We are planning to open a SOCKET BOY website digitally as well and will work to disseminate information about Japanese screw manufacturing and our company to people around the world.
If you would like to subscribe it, please contact us. It is free of charge!
14- Could you please tell us about your 3QNET web service?
Our online shopping site, “3QNET”, makes it easy for everyone to order screws right now. 3QNET allows you to search by JIS standard, product name or SUNCO item number, and easily check real-time inventory status, prices, drawings, 360-degree panoramic photos and other information.
Payment can be made in yen, dollars, euros or pounds, and also PayPal is acceptable. Registration for 3QNET is free and very easy, so please contact us if you are interested in it.
15- What is the interest in Sunco and JIS products from outside Japan?
We are currently receiving new inquiries almost daily via our overseas (English) websites.
Most of the inquiries we receive are for small quantities of JIS products, but there are also a few cases in which we provide consultation on supply chain issues.
We feel that this is becoming one of your options in times of need, as well as gaining recognition in other countries.
16-In what direction do you think customer demand will increase or change in this sector?
Although it is unlikely that the overall market will expand in the JIS field, there is still room for us to be of service to you and we will continue our ongoing PR activities.
In the “BARA” service, I think that the supply chain and service content will become more complex and efficient in the future due to the increasing demand for IT and AI-related and semiconductor businesses and FA-related businesses in the world. Although there are many companies around the world that are superior to ours in terms of scale, I think that the wave will be good for us because we have continued to respond to the most detailed needs unique to the Japanese people.
In addition, Japan has been attracting attention as a destination for foreign investment over the past several years. Last year, I was interviewed in a special issue of Entrepreneur magazine on investment in Japan, along with CEOs from various fields in Japan.
In addition to equity investments, many foreign investments are coming in, including semiconductor-related factories, IT-related data centers, a pavilion for the 2025 EXPO in Osaka, and marine cables. I am sure there are many companies among our readers that export screws there.
In this case, we think that there is no reason not to take advantage of our established distribution center and logistics network, which is the number one screw wholesaler in Japan. It is also much more reasonable for a Japanese company to manage delivery dates. We look forward to discussing such matters with you when you have such a project.
17- What are your future goals?
• “We will continue to serve our customers.”
• “We’ll keep delivering JIS products from Higashi-Osaka City to the world.”
• “We’ll expand awareness of the Socket Boy.”
• “As a leading company of screws in Japan, we will continue to deliver information about the Japanese screw industry to the world.”
18- Is there anything you would like to add to the interview as final?
Last January 2024 we launched our original magazine “SOCKET BOY”.
The purpose of publishing SOCKET BOY is not to generate advertising revenue, but to introduce Japanese culture and the Japanese screw industry, especially in Higashi -Osaka City, , which is known for its deep manufacturing infrastructure. It also features our recommended products and interviews with our overseas customers.
The magazine SOCKET BOY is distributed free of charge. If you are interested in the magazine, please contact us through the inquiry form at
"https://www.jisscrew.com/".