We have finally come to the year end/new year sales drive, but is our
approach the right one?
The world economy is in a bad state following the September 11 terrorist
attack and naturally this situation is severely impacting the Japanese
economy and our industry, so we cannot be too optimistic about the sales
drive. Consumer sentiment has gone on the defensive, and people are keeping
a tight hold on their purse strings. Nevertheless, if we do not take a
positive attitude, we won't be able to taste the sweetness of victory.
It is precisely at a time like this that audiovisual products come into
the picture. Consumer sentiment pursues the essence of happiness, which
means affection, tenderness, trust, bonds, and security. And at the heart
of all these characteristics is the family. As we ruminate about the value
of peace, do we not pray for the happiness of our family and invest in
equipment that will bring it about? At the same time, and from the opposite
perspective, when the value of individual existence grows stronger, discriminate
consumption becomes increasingly active.
Through the use of digital technology, audiovisual products can make dreams
come true. And at the core of this technology is home theater.
When one talks about home theater technology, this does not necessarily
refer only to "whole room theater" arrangements. The important
point, perhaps the most important, is to propose a variety of home theater
environments to customers, with "whole room theater" at the
summit. The expression "home theater environment," which I coined,
refers to the various components that make up home theater as a cultural
base of a home.
Now is the time for local retailers who are firmly rooted in their communities
to display their abilities. Home theater is truly a face-to-face business,
and a kind of primary physician role is required. So it is extremely important
for both the store brand and the people to be rooted in the community.
Since the home theater business exists outside the framework of price
competition, it is necessary to build solid know-how.
The more rooted the retailer is in its community, the more it can grasp
the circumstances of the customer. I strongly believe that if a retailer
builds up knowledge and meets needs properly, it will succeed.
In the past I once heard someone talk about "active trading"
and "passive trading," likening "active trading" to
the way animals don't sit around waiting for game but go looking for the
game that they catch. I don't know if it makes a good example, but in
terms of building up an environment for home theater, which is an entirely
new business, there is no other approach than "active trading."
If you don't take the same approach as an animal, then it won't work.
You will not succeed if you are not proactive in gathering relevant information
and putting together a reliable system.
Also, retailers should understand products from their very essence. For
example, plasma and liquid crystal televisions are attracting attention
not as substitutes for conventional televisions but because they are extensions
of the "paper television" that I have spoken of for a long time.
If the price is reasonable, people naturally will want one. So now is
the time to go out and actively catch those consumers who can buy, just
as animals would do. And the customers should be directed toward home
Despite the harsh climate, the year end/new near sales drive is a fun
period. Do your best!