I do in fact beat the factory pricing. Sometimes the prices are similar since I don't keep track of conversion rates but I sell the tools for roughly 5% cheaper than direct. My margins are very low but that isn't my purpose in selling tools.
When I started with bonsai, I bought 2 sets of cheap tools, one from ebay and one from amazon since I felt like quality tools were too expensive. Fast forward and after buy a lot of tools from nearly every brand, I decided that I like Kaneshin and Masakuni the best. So I decided to sell those brands at prices people can afford and provide detailed/fast service to help guide people through their decisions. I have spent a lot of time emailing back and forth with people to help them learn about tools, in the end, they didn't buy anything; but that's OK. I'll tell them that they don't have to buy from me but to at least stay away from crap that won't last them a season. I also don't try to sell people stuff they don't need even if the margins are higher. I've told many beginners, no you don't need a root cutter, just sharpen an old concave cutter for now and get tools that are absolutely essential. I make very very low margins on essential tools.
Feel free to access their catalogue, pick out what you want, and shoot me an email. I will beat their prices and ship for less. How can I sell them for less? I order once a week sometimes twice, I buy a lot of stuff from them, then when I sell, I make very low margins. Plus, if I don't have it in stock, I order it same day, EMS. You get the tools just as fast since they will send my orders out first since I buy so much from them; and then I ship them out same day they come in.
How do I make money? I really don't... Let me put it to you this way, I have a few very good customers that I give a discount to. I make $1 - $2 per tool off of those sales.
As for Masakuni? Go to Dallas Bonsai or California bonsai, look at their prices and take 10%-50% off and that is what I sell them for.
If you still question whether or not I can provide real discounts, pick one of the tool sets they have available, take 20% - 30% off and that's your price shipped to your door. I make higher margins on the sets so instead of keeping all the money, I pass it on to people that love bonsai.