Sake and school bag The long-established company in the age of corona is 18:45 on June 11th.

Series "Don't lose to corona! SMEs". This time, we will introduce two long-established companies that have been in business for over 100 years. With the impact of the new coronavirus changing the environment surrounding traditional industries, what should business be like in a new era? I talked to a business owner who was worried about trying to move forward. (Matsui Broadcaster correspondent Makoto Mitsui, Kobe Broadcaster correspondent Shun Ohata)

The brewing industry is under pressure to change

Ota City, Shimane Prefecture, where the World Heritage Site Iwami Ginzan remains. There is a long-established sake brewing company that has been running for over 120 years. There are 8 employees. The fourth generation representative, Koji Asano (58), is particular about sake rice cultivated locally and the water that springs from the foot of the mountain, and uses the traditional method to make sake. The main product is fruity and refreshing sake, but we are also focusing on developing new products such as sparkling sake and rose liqueur. We have been exporting to China for four years.

However, the sales environment for sake has changed completely due to the new coronavirus. Sales in April fell to about half of the previous year due to the suspension of exports in addition to the suspension of business at dealers and restaurants. May it has improved a bit, but I think it will take some time to get back on track. Asano believes that the brewing industry in the corona era is under pressure to change.

Representative Asano
“The style of the food and beverage industry will change even if the corona converges. It may be difficult to return to normal. We must change in order to maintain business in the future. It won't happen"

Look forward and challenge

With the spread of infection, Mr. Asano's first task was to produce a substitute for rubbing alcohol for use in medical practice. By adding water to brewing alcohol, we produced 4000 high-concentration ethanol that could be used as a substitute in May, and donated 200 of these to Ota City. Now it is also sold to the general public via the Internet.

In addition, we plan to hold an online tasting session with Shimane Prefecture and local sake brewing companies in July as events related to sake are canceled. A set of sake and snacks is sent to consumers in advance, and on the day they listen to their impressions online. Asano hopes to connect with new consumers.

Representative Asano
“Unlike introducing products using images, we can talk about taste by taking the form of an online tasting party. As a manufacturer, we can lead to the purchase of products. I think I can say that."

Positively with the power of "Kotorei"

Asano-san's company was also severely damaged by the earthquake that hit the epicenter of western Shimane Prefecture in April 2018. Observed seismic intensity of 5+ in Ota city. The bottles and other items that were stored in the three large containers fell apart, breaking a total of several thousand bottles and part of the building's outer walls and roof. Asano-san didn't know what to do at first. At that time, in the book of the business owner, I heard that there was a passage that I could improve the situation by provoking positive words, and he said that I felt positive when I read it.

Representative Asano
"There is the power of "Kotorei". I think it's best to make positive words and tackle issues like "Thank you." Don't forget to switch and try.''

Asano has no choice but to look forward, based on his experience of overcoming the earthquake damage two years ago. The keyword for surviving the age of corona is also called "challenge."

Representative Asano
"I feel like I've been pushed to the bottom by the corona and the earthquake. I wonder what to do at that time, but there are times when I can find new business clues. Working on new sales methods In the above, strengthening the site is unavoidable.We will also consider a mechanism to obtain the cooperation of influencers who publicize information about products on SNS and ambassadors who promote events. Is important and will be passed on. However, it is not an era in which we can do it only with the old commitment, so we will naturally take in new things and challenge new things.”

Hit the school bag industry

A school bag manufacturer with a history of 101 years, headquartered in Tatsuno City, western Hyogo Prefecture, is also looking for ways of selling during the corona era. For President Takaaki Izumi (45), the impact of the spread of infection on the industry has never been experienced before. In this company, all 10 directly managed stores were closed from mid April to the end of May, and department stores that sell merchandise were also closed. During the large holidays when the school bag sales started, it became impossible to sell products at the stores.

President Izumi:
Just when I joined the company, it was 10 years ago and it was a tough time after the Lehman shock, but I feel that Corona will have an even greater impact. The original idea is to have a conversation with and select products, but due to the spread of infection it becomes difficult, and we discussed internally what kind of service we can provide to customers in such a situation. For that, I think it is important to respond flexibly and speedily to the movements of the world.''

As a result, the school bag rental service started on May 20. If you select a model and color from the dedicated page and apply, the school bag will arrive at your home and you can try on it. With the addition of these new services, online sales are said to have grown significantly.
On the other hand, at directly operated stores that have resumed business due to the cancellation of the emergency declaration, in order to avoid so-called three-way congestion, we are responding by full reservation system.

What is the appeal of manufacturing

After researching genetic engineering in graduate school, President Izumi got a job at a major beverage manufacturer and was in charge of product development and factory production management. During this time, he also attended a business school of a domestic university to study business administration. Against this backdrop, my father asked me to continue, and as a result of my worries, I became involved in the management of a school bag manufacturer.

February 2011 was appointed president. The following month, after the Great East Japan Earthquake, the company received a series of consultations and requests for repairs, saying that the school bags had been washed away. Mr. Izumi decided to send 10,000 school bags to the disaster area, and at that time, each employee added a handwritten message such as "Please make a memory with a new school bag". It is said that Izumi feels the charm of making school bags by connecting with children and their parents who use school bags.

President Izumi
"Beverages are made in large quantities by machines, and of course, quality is also built in, but the manufacturing of the satchel is, so to speak, "manufacturing of affection." It is a product that parents and grandparents choose with love for children. Even if we recognize that, we are working on making things.Thank you letters and e-mails from customers who bought school bags and sent them out for repair.By looking at each one, it is really useful for the world I feel that it is a rewarding job.''

The school bag of the corona era

The products released by this company in 2003 pioneered the high functionality of school bags. By adding a feather-shaped resin to the base of the shoulder belt of the school bag, the bag is more closely attached to the back, and the weight felt is improved. The company has grown rapidly with the hit of this product. After that, we continue to work on research and development to reduce the load on the child's body as much as possible. President Izumi continues to think about how the school bag business of the corona era will change. It is pointed out that the ability to respond to the changing times will be increasingly questioned there.

President Izumi
: I feel that as a manager, I naturally have to think about how school bags will change in the era of corona. As online classes expand, we expect that what can be put into school bags will change. I don't know what will happen to the school class until I see how it changes, but I would like to think about what the school bag requires and be able to respond immediately. If anything happens, we will respond swiftly, and we would like to further enhance the value of the school bag.”

Change the business according to the times. These management's preparedness and challenges are the driving force for protecting and developing the traditional industry.

Matsue Broadcasting Station Reporter
Mitsui Bako Reiwa
2 years joining

Kobehosokyoku reporters
Shun Ohata
Ryowa two years joined