{
  "docId": "019dd923-622b-71dc-a6dd-591332a8793a",
  "docSlug": "d431e2d5bb2b",
  "documentTitle": "Kao Corporation (4452.JP)",
  "authorId": "25_Oasis_Management",
  "authorName": "Oasis",
  "documentKindSlug": "activist-deck",
  "documentKindLabel": "Activist deck",
  "sourceTypeSlug": "activist_investor",
  "sourceTypeLabel": "Activist investor",
  "presentationDate": "2025-02-26 00:00:00",
  "orientation": "landscape",
  "aspectRatio": 1.7777778,
  "pageNumber": 101,
  "pageCount": 136,
  "prevPage": 100,
  "nextPage": 102,
  "slideType": "expose_contradiction",
  "function": "expose_contradiction",
  "density": "dense",
  "nDataPoints": 6,
  "notes": "The slide uses a bar chart for traffic volume and a line chart for bounce rate to highlight the performance gap.",
  "elementsJson": [
    "headline_text",
    "subtitle_text",
    "paragraph",
    "bar_chart_vertical",
    "line_chart"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-622b-71dc-a6dd-591332a8793a/101",
  "deckHref": "/decks/019dd923-622b-71dc-a6dd-591332a8793a",
  "deckJsonHref": "/decks/019dd923-622b-71dc-a6dd-591332a8793a.json",
  "deckAnchorHref": "/decks/019dd923-622b-71dc-a6dd-591332a8793a#slide-101",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "This suggests the EC strategy is not working, and consumers are not interacting with brands online via My Kao Mall.",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd953-3f3f-7598-9404-0287df57b80a",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.45,
        "w": 0.42,
        "x": 0.06,
        "y": 0.42
      },
      "kind": "chart",
      "text": "Monthly median visitors (2024)",
      "attrs": null,
      "subkind": "bar-vertical",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "db5c7042-5934-4f0b-917f-4f65d56ac17a",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.45,
        "w": 0.42,
        "x": 0.52,
        "y": 0.42
      },
      "kind": "chart",
      "text": "Bounce Rate",
      "attrs": null,
      "subkind": "line",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "253a3caf-0534-40e8-ac4a-4704f10f57ce",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.08,
        "x": 0.88,
        "y": 0.58
      },
      "kind": "legend",
      "text": "Large gap in bounce rates",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "4e409be4-c258-441d-8b44-6591961f51ff",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "monthly visitors: 1.6 Mn",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd953-3f3f-7598-9404-05a9a859806d",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.42,
        "x": 0.52,
        "y": 0.21
      },
      "kind": "paragraph",
      "text": "The site struggles with two further key issues: 1. Visitors rarely make purchases (conversion rates 3.5x lower than similar-sized sites IQOS), and 2. Most leave after viewing just one page (high bounce rate). This suggests the EC strategy is not working.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "661b4448-584a-4f57-b047-74b9af57e454",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.42,
        "x": 0.06,
        "y": 0.21
      },
      "kind": "paragraph",
      "text": "My Kao Mall Japan – Kao’s main EC site - performs poorly compared to specialist competitors. Online beauty retailer @Cosme attracted 23.6 million visitors. Matsumoto Kiyoshi's website drew 6.4 million monthly visitors in 2024. My Kao Mall Japan lags far behind.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "91ca27f7-f350-48ee-b4af-e3be331f4975",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.07,
        "w": 0.35,
        "x": 0.06,
        "y": 0.03
      },
      "kind": "title",
      "text": "A Digital Laggard",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "bb0a8f2b-344c-4705-85a0-6d001dc41fc2",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.03,
        "w": 0.45,
        "x": 0.06,
        "y": 0.12
      },
      "kind": "title",
      "text": "My Kao Mall Japan – a disappointing consumer experience",
      "attrs": null,
      "subkind": "subtitle",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "fc17b14f-ea3c-490e-8940-05e5b3367260",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [],
  "frameworks": [
    {
      "name": "fraud-exposure",
      "slug": null,
      "matchId": "56822cee-7daf-4e5e-82f8-88805f1ba6b0",
      "evidence": "Exposing the gap between company claims and actual digital performance metrics.",
      "confidence": 0.8
    }
  ],
  "arcBeats": [],
  "loops": [],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}