Japan's Consumer Industry Special Tour: Exploring the "Ultimate Craftsmanship" of Consumer Brands

(7 Days 6 Nights)

【Project Background】

Current Situation of Japanese Society

Since the mid-1990s, the Japan's economy has entered a period of stagnation that has lasted for more than 20 years, with increasingly severe social issues such as a declining birth rate, an aging population, and low desire. However, despite this, a large number of Japanese companies, such as MUJI, 7-11, and Tsutaya Books, have still achieved growth against the trend and sustained development, becoming objects of study and learning for the Chinese enterprises. As a developed economy with many enterprises, Japan has managed to avoid a high corporate bankruptcy rate during the pandemic. What's more unexpected is that Japan now has more than 33,000 century-old shops, accounting for more than 40% of the total number of century-old shops in the world. Among them, there are more than 3,100 shops that have been in business for more than two centuries, about 147 shops that have existed for more than 500 years, and at least 21 shops that claim to have been in operation since the first millennium. Tens of thousands of Japanese brands have been making only one product for a hundred years. The enterprises themselves interpret the spirit of craftsmanship and lean management.

Future Consumer Market Development Trends of Japan

To explore the future of Chinese consumption, more and more insiders are looking to Japan, because the consumption upgrade that China is experiencing has also been experienced by Japan, and there are many similarities between China and Japan. Miura Noriko, known as "the leading researcher in Japanese consumer society," mentioned in her new book "The Loneliness Society: The Coming Fifth Consumer Era" that the fifth consumer era in Japan will arrive ahead of schedule in 2023. Regarding the characteristics of the fifth consumer era, Miura summarized it as 5S's: slow, small-scale, soft, social, and sustainable. The core keyword of this fifth consumer era is the loneliness in the title of the book.

What is the Inspiration for Chinese Enterprises

Under the influence of the COVID-19 pandemic, what new trends and changes will there be in the Japanese consumer society? What insights can they bring to Chinese enterprises currently facing the predicament of inheritance?

Enter Japan, feel the secrets of enterprise management in the country of longevity, understand the changes in the consumer market and how to deal with them, broaden your horizons, and improve your insights!

MICI has created the "Post-Pandemic Era of Japan's Consumption Upgraded Study Tour", with places waiting, solving the future together!

【Itinerary Highlights】

● In-depth exploration of three bustling cities in Japan to uncover the secrets of their thriving operations in the post-pandemic era 

The largest city in Asia - Tokyo 

The stronghold of traditional Japanese culture - Kyoto 

A place with developed retail and a world-famous tourist destination - Osaka

● Four industry big shots, four professional sharing sessions to delve into the secrets of successful business operations in Japan's new consumer market 

"The Loneliness Economy: Welcoming the Fifth Consumer Era" - Japanese Consumer Society Researcher, Commentator

 "Disney's Moving Service and Talent Cultivation" - Early Disney Elder, Theme Park Expert

 "Japan's Aging Society, Economy, and Retail Situation" - "Former 7-11 Executive Director, Father of Rice Balls"

● In-depth study tour of five well-known Japanese companies to learn about Japan's unique business methods 

The world's most beautiful bookstore - Tsutaya Books 

The world's largest chain of convenience stores - 7-11 Training Center 

Japan's national treasure soy sauce brand - Kikkoman Noda Factory 

The place for spreading and recording the corporate philosophy of Konosuke Matsushita - Panasonic PHP Research Institute 

The inheritance of the "Omi merchants" - Tsuka Ki Corporation

● In-depth cultural experience to feel the unique local customs and human landscape of Japan 

Ginza, Nanzenji Temple, Shinsaibashi Shopping District

【Itinerary Arrangement】

Day1 Shanghai - Tokyo

Morning: Arrived in Tokyo

City Tour: Tokyo, the capital of Japan, is the location of the Japanese Cabinet and the Japanese Parliament, as well as the center of many other fields such as politics, economy, culture, and transportation in Japan. As one of the most prosperous cities in Asia, Tokyo has a very diversified economic system, with world-class financial markets and financial institutions, such as the Tokyo Stock Exchange, the Bank of Japan, and many other large banks and securities companies in Japan. In addition, it also has many well-known companies such as Toyota Motor, Honda R&D Industrial Cooperation, Nissan Motor, Mazda, Subaru and so on.

Afternoon: Cultural experience

Featured Attraction: Ginza

Reason for recommendation: Experiencing one of the world's three major prosperous centers

Introduction: Ginza, one of the three major scenic spots (Mount Fuji, Kyoto, Ginza) that symbolize Japan's nature, history, and modernity, is one of the three major bustling centers in the world, along with the Champs-Elysees in Paris and the Fifth Avenue in New York. Ginza, which came into its present form through continuous land reclamation, and it is the birthplace of many century-old shops and local brands. The central road, which runs through GInza from 1st to 8th, is selected as one of Japan's "One hundred famous roads" and is also the busiest main street in Ginza.

Day2 Tokyo

Morning: Big Shot Course

Course Theme: "The Loneliness Economy: Embracing the Fifth Consumer Era"

Guest Speaker: Japanese Consumer Society Researcher, Commentator

Learning Gains: Learning Outcomes: Understand the background of the emergence of the loneliness economy, seize the wave of consumption in this social transformation, and create a new business model.

Course Outline:

1. The evolution of characteristics through five consumer eras

2. Drastic changes in society's population and lifestyle

3. The promotion of consumption by loneliness

4. The pursuit of Wellbeing

Afternoon: Big Shot Course

Course Title: "Disney's Moving Service and Talent Cultivation"

Instructor: Early Disney Theme Park Expert

Learning Outcomes: Insights from the experience of a Disney director are highly instructive.

Course Introduction: Tokyo Disney, known as "one of the most successful theme parks in the world," is the top theme park in Asia. According to statistics, Tokyo Disney consistently ranks first in the number of visitors among theme parks worldwide, with a repeat visitor rate of over 90%. Why has Disney been able to thrive and maintain a full house? How is this related to the unique talent cultivation philosophy of the Oriental乐园 and the "moving service" concept that has been implemented since the park's establishment?

Japan Disneyland is known as the "world's very successful" park, the Asian park. According to statistics, among the parks in the world, Tokyo Disney has always ranked first in the number of visitors to the park, and the return rate is as high as 90%. Why is Disney able to continue to thrive and fill the customer base? What is the relationship between these and the unique talent training concept of Oriental Paradise and the concept of "touching service" implemented since the establishment of the park?

Day3 Tokyo

Morning: Business Investigation -7-11 Training Center

Visit Outcomes: Learn about the 7-Eleven operation model and brand management mechanism.

Theme Course: "7-11's Business Innovation and Strategies for an Aging Population"

Enterprise Introduction: As one of the world's largest chain convenience store groups, it has a presence in 16 countries and regions with over 60,000 stores. With more than 16,000 7-11 stores across Japan, it is a global benchmark for new retail chains. It essentially has no stores, logistics, or factories of its own, but has created the most powerful industrial router in history, with an inventory turnover of only 10 days, a gross margin of up to 90%, and a net profit margin of 20%, creating a miracle in the global retail industry.

Afternoon: Business Investigation-  Tsutaya Bookstore Exchange and Store Tour

Exchange Theme: The transformation and use of the big data of the most beautiful Tsutaya Bookstore

Exchange Outcomes: Experience in the successful transformation of traditional industries, innovative marketing methods of Tsutaya Bookstore, and how to excel in cross-industry integration

Enterprise Introduction: The parent company of Tsutaya Bookstore, Tsutaya Books, was established in Osaka, Japan, in 1983, initially as a chain bookstore specializing in the sale of second-hand books. The Daikanyama Tsutaya Bookstore, which opened in 2011 and named "T-Site," has transformed from the traditional community bookstore image. With its garden-like natural interior design style, it creates a pleasant reading experience for readers. Amid global businesses trying every means to attract young customers, it has gone against the trend by targeting "mature adults" as its main customer base. The traditional functions of the bookstore have thus been enriched, becoming an architectural complex that lies between home, office, and commercial space.

Day4 Tokyo - Kyoto

Morning: Big Shot Course

Course Theme: "Japan's Aging Society, Economy, and Retail Situation"

Guest speaker: Former 7-Eleven Executive Director, Father of Onigiri (rice balls)

Learning Outcomes: Understand how Japanese retail responds to aging and a low birth rate, providing some reference and inspiration for China's retail industry.

Course Introduction: The explosion of Japan's silver economy is closely related to its economic development trajectory. In the 1970s, Japan's economy was booming, and it entered a lightly aged society during the same period. In the 1990s, Japan experienced the Asian financial crisis, the bursting of the economic bubble, and fell into a long period of stagnation, entering a moderately aged society, known as the "Lost Decade." At the beginning of the 21st century, Japan's economy began to recover, and the aging issue also intensified, entering a heavily aged society in 2011, with the overall economic situation remaining stable. Under these circumstances, how should Japan's retail industry adjust to adapt to this economic change?

Afternoon: Business Investigation - Kikkoman Noda Factory

Visit Theme: The Way of Building a Global Soy Sauce Brand

Visit Outcomes: The secret of family business inheritanc; the inheritance and upgrading of brewing technology.

Enterprise Introduction: Kikkoman Corporation is a Japanese family business with nearly 390 years of history. Its annual revenue is as high as 2 billion US dollars, making it the world's leading Japanese food seasoning manufacturer and supplier. Its bold and innovative management system and marketing strategy have become a model for the private business sector. Its main products and services include soy sauce, food seasonings and spices, mirin, sake and shochu, fruit juice and other beverages, pharmaceuticals, and restaurant management services. The group's annual revenue is around 800 billion yen. It holds a 30% share of the global soy sauce market.

Day5 Kyoto

Morning: Business Investigation - Panasonic PHP Institute

Enterprise Introduction: Experience the spirit of sincerity at the Panasonic PHP Institute. PHP stands for "Peace and Happiness through Prosperity," which means "achieving peace and happiness through prosperity."

The PHP Institute was established by Mr. Matsushita in 1946 for the future of Japan and humanity. The institute uses writings, images, diagram boards, and other exhibits to showcase Konosuke Matsushita's ideals for an ideal human lifestyle, methods of thinking in life, principles of business management, and his outlook on the nation, society, and the world, covering a wide range of content.

Afternoon: Business visit - Tsuka Ki Group

Theme Course: "The Japanese Sanpo Yoshi Management Philosophy and Family Business Succession"

Instructor: A successful representative of the Omi merchants

Visit Outcomes: Understanding the basic business philosophy of "Sanpo Yoshi" and the inheritance of family culture

Enterprise Introduction: Established in 1867, Tsuka Ki Group, with nearly 150 years of history, is a typical Japanese family business. The founding family holds all the shares, and the sixth generation has succeeded to the name so far. In addition to its main business of kimono, Tsukaki Group also operates jewelry, fur, and real estate businesses. It is one of the most typical family businesses in Japan. The sixth-generation successor, Kizaemon Tsukamoto, advocates the Omi merchant's "Sanpo Yoshi" (good for the seller, good for the buyer, and good for society) business philosophy, which is considered the source of sustainable Japanese management.

Day6 Kyoto - Osaka

Morning: Special Experience - Zen Meditation and Scripture Writing + Nanzenji Temple Tour

Reason for Recommendation: Step into the ancient temple of Kyoto to experience the way of Zen, calming the soul.

Guided Tour: "Nanzenji" is one of the famous temples in Kyoto, the main temple of the Rinzai School's Nanzenji branch, with the official name "Ruilong Mountain Taiping Xingguo Nanzen Temple". Nanzenji began in the late Kamakura period's Shoan 4 year (1291), when the founder, the Zen master Mugen, rebuilt the villa of the founder of Higashiyama, the retired Emperor Kameyama, into a Zen temple. As the first emperor to convert to Zen Buddhism, he personally wrote the wish document "Zen Forest Temple Wish", stipulating that "outstanding Zen monks in Japan" serve as the head of Nanzen Temple. Therefore, the "head of Nanzen Temple" has become a synonym for a higher Zen monk beyond the legal system, so great monks such as Mu-chuang Shu Shi, Hu Guan Shi Lian, and Chun Wu Miao have been appointed as successive heads.

Zazen is a basic practice method of Buddhism (Zen Buddhism). During Zazen, one needs to straighten the spine, correct posture, and return to nature without distractions. In modern Japan, Zazen is considered a method of mental exercise, unrelated to religion or sects.

Afternoon: Cultural Experience

Featured Attraction: Shinsaibashi Shopping District in Osaka

Reason for Recommendation: Experience the different shopping styles between Kansai and Kanto.

Attraction Guide: Shinsaibashi is one of the largest shopping districts in Osaka, home to many boutiques and specialty stores. It is bustling with people from morning to night, including locals and tourists. The shopping district has grown around the Shinsaibashi Shopping Street, which features arcade facilities. Here, you can find large department stores, century-old shops, and a variety of small stores catering to the general public. The cobblestone pavement, British-style street lamps, and the row of brick buildings along Shōwa-bashi Street give it an elegant atmosphere. This area is known as the "European Village".

Day7 Osaka - Shanghai

Back to Shanghai