A long-established chest of drawers with no overseas experience 4 years after the sales channel was built, the overseas market share has increased to 70%! Published the overseas sales channel development seminar report of partner companies!

～ OMOTENASHI Selection The entry for the 1st term of 2022 is until 2/22 ～

ENGAWA Co., Ltd. Omotenashi Selection welcomed Kadoma Tansu Co., Ltd., a hospitality selection partner company, on February 4, 2022 (Friday), and online entitled "Recommendation for developing overseas sales channels to learn from long-established Tansu stores". We held a seminar. He talked about the general condition of the markets in China and Hong Kong, the significance of challenging overseas sales channels, and "the trajectory of growth from the first overseas expansion to occupying 70% of the sales share" with actual examples. A part of it will be published as a seminar report. ■ What is OMOTENASHI Selection ? Omotenashi Selection is an award established in 2015 with the aim of discovering products and services that are full of excellent "hospitality" in Japan and spreading them around the world. Upon certification, a foreign expert residing in Japan conducts an in-kind examination. We certify the products and services that have been recognized as "full of the charm of" unique to Japan "that we want to convey to the world" as hospitality selection award-winning products and services. https://omotenashinippon.jp/selection/ ■ Introduction of speakers Mr. Kazuyasu Kadoma (Representative Director of Kadoma Tansu Store Co., Ltd.) 7th generation, representative of Sendai's only Tansu store "Monma Tansu Store" that has been running for about 150 years. He was born in Sendai City, Miyagi Prefecture. After graduating from Waseda University Faculty of Commerce in 2001, joined Recruit Co., Ltd. In 2011, he joined Kadoma Tansu Co., Ltd. In 2018 he became CEO. Kadoma Tantan Co., Ltd. has been participating as a partner company of OMOTENASHI Selection since 2021. ■ Online Seminar ｜ Part 1 : About Kadoma Tansu Store -6% Do you guys understand what this number is? This figure is actually the ratio of Japan's GDP to the world's GDP in 2021. Japan's GDP is only 6% in the world. Moreover, the economic growth rate is -4.5% in Japan. Although the economic growth rate of the United States is negative, it is not as small as that of Japan. China is growing positively even in this corona situation. In other words, Japan's GDP is not 6% globally, but 5% or less, considering the economic growth rate. In other words, doing business only in Japan, that is, doing business without looking overseas, is the same situation as having abandoned more than 95% of the world's markets. I hope you will listen while keeping these points in mind. -Self-introduction Our company is called Kadoma Tansu, a company located in Sendai, Miyagi Prefecture. Founded in 1872, this year marks the 150th anniversary of the company. As for the type of industry, we manufacture and sell traditional crafts such as Sendai chests in Japan, as well as furniture, and sell Sendai chests, furniture, and crafts overseas. It is a small company with about 15 employees. Moreover, 9 out of 15 are foreigners. It is a small global company with many foreigners. There are 2 small stores in Sendai, 1 department store and 1 roadside store in Hong Kong, and 1 store in Shanghai for a limited time, for a total of 5 stores. increase. Part 2: Why was it overseas, why was it overseas, and an overview of the Chinese and Hong Kong markets. Regarding GDP, Japan is currently in third place. However, 10 years later, he was overtaken by India and finished in 4th place. Furthermore, 30 years from now, in 2050, Japan will be in 8th place. Brazil and Russia, so-called Brix, have a large population at the top. It is physically impossible for Japan, which has a declining birthrate and an aging population, to maintain its top position. So, if you don't look overseas, I think it's possible that it will be 1% or less in 2050. Therefore, I thought it was important to look at the market properly while having such a strong sense of crisis, so I turned my attention to overseas people. Furthermore, what I would like you to see is the GDP ranking per person, that is, how much money each individual has, but Japan is ranked 24th in the world, but we are. Hong Kong, which is doing its best, is in 15th place. Therefore, I think it is correct to think that Hong Kong has more wealthy people. In Asian countries, Hong Kong and Singapore are included, but it is hypothesized that those two countries are richer than Japan, that is, they are easier to sell than Japan. Part 3: In concrete business development , I will talk about the challenge story of Kadomaya, which is what kind of overseas business Kadomaya did next. First of all, regarding the conditions overseas, it is necessary to think about the equator and the International Date Line. In the United States, the dates are different and the time difference is 13 to 16 hours. And Europe also has a time difference of 7-9 hours. And there is an equator to reach Europe. Considering that most things are carried by sea, you will have to go through the equator twice. It depends on where the containers are stacked, but the product is easily damaged. Therefore, logistics costs and the possibility of product damage are high in Europe. On the other hand, in Asian countries, the time difference is about 1 to 2 hours, the equator hardly passes, and the distance is short, so the distribution cost is low. And, compared to Europe and the United States, there are many people who have a sense of familiarity with Japan, and just as Japanese people yearn for Europe and the United States, people in Asian countries have a relatively positive impression of Japan. It's very easy to do because it brings something like. Therefore, I think that it is easy for Asian countries to expand overseas first, including distribution costs, national character, and ease of management. Therefore, we are expanding overseas, mainly in Asian countries. Then, what specific steps did you take? First of all, business development in Hong Kong. The first private company to enter Hong Kong is March 2015. We rented a gallery from the Good Design Store in PMQ, the center of Hong Kong, and exhibited it. Here, I happened to get to know a buyer from SOGO in Hong Kong. That made me able to do pop-ups at SOGO in Hong Kong. However, it does not mean that pop-ups can be created after exchanging business cards, but after exchanging business cards, I talked about making an appointment from this person and giving a presentation to make pop-ups, and finally I got the opportunity to pop-ups. I received it. In June 2015, it was SOGO in Causewebay, a shopping district in Hong Kong. The name is SOGO, but the operating company was not a Japanese company but a local company in Hong Kong. And I carried out a pop-up. At first, I did it in a small space beside the escalator with a feeling like "try it for the time being", but I did my best and I was really sticky and hired an interpreter and sold it desperately. And since it sold so much, I opened a business asking me to do it again next time, and repeated it, and finally the results were gradually recognized. For the 5th time, we were given a large space called a promotion area in the middle of the sales floor from the side of the escalator, which is about 3 tsubo, and it became possible to exhibit not only chests of drawers but also furniture in general. And, as a result of achieving results here, after that, I was given a long-term pop-up area of ​​5 tsubo behind the promotion area, and it will be a permanent exhibition from 2017. As long as you get the results, you can do it, but if you don't get the results, there is no next business overseas. And it costs logistics costs, and it costs a lot of money. So, I think it's better to take on the challenge overseas while there is some time to spare. Other than that, pop-up shops were held twice at Japanese supermarkets in Los Angeles, once at Takashimaya in Singapore, and pop-ups in various countries such as TSUTAYA BOOKSTORE in Taiwan. Whether it's Takashimaya in Singapore or TSUTAYA in Taiwan, if you get a sales floor by following a very small relationship, or if you attend an event like a Japanese exhibition and get results, it will lead to the next business negotiation. It is also important to look at the customer base. I think it is necessary to seriously determine whether the customer base that matches the company's target is coming. For that reason, it may be difficult now, but going to the site is extremely important. And I think that it is absolutely necessary to go to the site and check the price range of products that are close to each other. Returning to Hong Kong, Hong Kong is still selling well after four years in the promotion area, but it continues to produce results, so it continues. Furthermore, because it sold more than I expected, the short-term POP UP area and the promotion area behind the permanent installation may not be able to store products in our normal area. , I have been given the opportunity several times a year to hold special exhibitions. However, what was very disappointing was that the mattress department was around. So, it's just floating as a product, and it's very difficult to put out something like a world view here, there are sales due to department store convenience, and there are times when it is not always a plus for management. bottom. Therefore, in 2021, we opened our own roadside store in Happy Valley, a luxury interior and luxury residential area in Hong Kong. It is located in a high-class residential area in Hong Kong, a 15-minute walk from SOGO, which has stores, and is a location where synergistic effects can be produced.The number of customers is not as large as that of department stores, but the customer base is very good. We can expect the future. This is a place where you can get a particularly world view, so we are collaborating not only with our own products but also with the hospitality selection. At the Happy Valley shop, we have a selection of metal objects, sake sets, wine coolers, lacquerware, etc. The products of the four award-winning companies are in the sales floor. It's been less than two months since it opened, so I haven't achieved that much, but I think we can expect a lot in the future. By the way, how our company was overseas is a comparison between 2018 and 2019, but with the opening of stores in the past year, our overseas market share has increased sharply. In 2019, 70% had an overseas market share. From the following year onward, there will be corona, and the numbers have become quite strict, but I think that this term will probably be at or above the 2019 level. This is our overseas expansion scheme. The usual general route from the creator to the end user is to go through a lot of trade fairs, trading companies, and buyers, but because we do it directly, we can accurately pick up the raw voice of the end user. , There is a mechanism to feed it back to the creator. After all, tuning is not possible without interactivity. Buyers only have to deal with products that sell, so they just stop dealing with products that don't sell without feedback. Therefore, it is impossible to suddenly brush up products overseas without a live voice. Unless you can speak and go to the site, it is not possible under the current circumstances, so there is a situation where there is such a two-way interaction with the end user through a person who can trust and speak properly in the meantime. If you don't make it, I don't think overseas expansion will be successful. ―――――――――――――――――― In addition to this, the seminar participants gave us in advance about the fact that the Kadoma Tansu store is particular about overseas expansion and future prospects. The seminar was very satisfying to all the participants, even if they answered the questions carefully and looked at the results of the questionnaire. Click here for the full text https://omotenashinippon.jp/prize/news/26124/ ■ About sales channel support projects after the award In the hospitality selection, award-winning companies such as holding an award-winning product exhibition in Singapore, which was also talked about in this seminar We carry out product exhibition plans that can be participated in a limited number of times, as well as measures and events that lead to increased brand awareness and sales channels throughout the year, and provide support after receiving awards from award-winning businesses. * Examples of sales channel support projects * ・ April 2020- ｜ Exhibition of hospitality selection award-winning products from April 2020 Exhibition of hospitality selection award-winning products at the co-working space "One & Co" opened by East Japan Railway Company in Singapore I am doing. The exhibition is replaced every six months. https://omotenashinippon.jp/prize/news/14602/・ Achievements of other events / events https://omotenashinippon.jp/prize/topics/events/・ Achievements of EC sites and online measures https://omotenashinippon .jp / prize / topics / ec / ■ We are looking for entries for this term's hospitality selection until February 22 , 2022 ! The entry for the first term of the hospitality selection 2022 is until February 22 (Tuesday). We sincerely look forward to your application for your product.・ Details such as application requirements https://omotenashinippon.jp/prize/lp2022_1/・ Click here for entry https://form.run/@oms2022