Vision of Hachidaime Gihey

Create new rice value

In 1995, as sales of rice was liberalized and sales of rice shops in my family business sharply declined, I quit a salaried workman and I studied at a wholesale store for a year before returning to my family business. I thought about making a database that expresses the taste in words through learning at the wholesale store with many times rice at a rice shop.

Returning to my family business, I wanted to make a new style as a rice shop somehow, and we did product development and advertised newspaper, but it did not lead to results. After having such a bitter experience, we launched a company called HachidaimeGihey.

One of the reasons I started up a new company was one phone from my college senior, "You are selling rice on the Internet and becoming the best rice shop in Japan". First we refused his offer from senior. One month later, he called me again, I thought that this was the turning point of my life, I went to Tokyo and met seven executives introduced from him. When I asked them the idea for selling rice on the Internet, one of seven executives, who is a creative director, said, "There is a future for rice." He told me. After that, I interfered with him that "Let's make new rice value together," and I made a present item with hime and my senior.

What the Goal is aiming for by Hachidaime Gihey

Between 1965 and 2013, the annual consumption of rice per Japanese is reduced to about half. Moreover, the young people and the mothers in thirties now do not eat rice because they think they get fat. In addition, rice price competition occurred among mass merchandisers. As housewives buy cheap and not delicious rice, children who do not know the taste of rice is increasing. In the future, when TPP will start and rice, which is 10 kilos less than 1,000 yen from overseas, will come in, I think that one third of Japanese will come to eat the rice.

On the other hand, I think that 10% of Japanese think that they want to eat the finest rice of domestic products. So, we are not a dealer of large amounts of rice entering from overseas, but we aim to become a supplier dealing with 10% of the highest quality rice. I have three strengths cultivated within the eight years of rice shop business.

The first is ability of connoisseur and tasting. Current consumers buy things with origin or brand name, but we go to the production area, confirmed the rice in their production area with our tasting, and think the consumers feel good taste as the axis of our business.

The second one is rice milling techneqes. If rice is polished by a large machine of wholesale store, the taste of rice is damaged by high frictional heat. We are conscious to keep rice sweet for milling.

Third is the blending techniques. Rice blending has a strong image as a blend with overseases rice, but since we do not change the taste of rice that we deal all year round, we have used the technique of blending from long ago. I hope to sharpen its skills and make delicious rice. I do research on a daily basis so that I make this technique a culture as a wine blending.

"Insane" brand strategy of Hachidaime Gihey

Under the concept of changing the values ??of rice, we have been thinking about how we can branding only one day against the traditional rice industry's common sense.


Insane:"Selling rice on the Internet”

First of all, the first common sense is "price is more important than quality as rice is used at home!" In most of our families, "cheap rice is OK for us", we noticed that we can deliver high-quality rice by selling rice as a gift. The value of delicious rice differs from person to person, people think that rice which they have become familiar with eat from long ago is delicious. So we made an assortment of rice stocks of origin. Just by making an assortment set, I noticed that there was great response and there was demand for household use. This is the start of the rice gift of HachidaimeGihey.

Furthermore, in order to add added value to rice gifts, thinking to put elements that twenties women who are not interested in rice say "cute", rice gift that was rice in wrapping cloths was born. I created the words, rice gift. By sliding to the gift industry, we received offer not only from the gift industry, but also from the bridal industry, and even people who are not interested in rice started to buy rice.


Insane:"Not selling rice with brand name"

Secondly, we took the strategy "Not selling rice as a product areas" against the industry's common sense of "sellect rice with the origin". We developed a product called "Juni-Hitoe", which has evolved the eating comparison set of brand name and the origin. There are lots of restaurants such as Japanese food, Chinese, Western food, sushi and so on, every shop says "I would like you to deliver rice that fits our restaurant." Rice for business use can be said, but we choose rice for household by brand name etc. So I thought that if we bring options for choosing rice for business to your family, you can enjoy your family meal. In addition, while thinking about the importance of food education, there are many kinds of rice, and it becomes a tool for mothers to teach children at home that the taste is different according to each use I thought. This has become the birthday of Juni-Hitoe, now we are delivering together the recipes of rice supervised here.


Insane:"Selling rice on the Internet

Third, we are selling on the Internet against the common sense that "rice is purchased at the shop". By selling on the Internet, the business area has expanded to overseas, and now we sell rice to overseas affluent and deliver goods almost every day to foreign countries such as Asia, Europe and the United States.


Insane:"It is not just a rice shop to sell rice which was milled rice."

While the fourth common sense, against "Rice shop sells milled rice", we are "not only rice that was milled but also understand the taste of rice in the condition of cooked rice". Currently, in front of Yasaka Shrine, we opened our antenna shop called Kome Ryotei HachidaimeGihey that became very popular. The aim of this shop is collaboration between rice and sightseeing. Three years ago we also opened a restaurant in Ginza, Tokyo. I named the restaurants "Kome Ryotei". Rice is the only ingredient that anyone in Japan can experience the taste, and I want to deliver delicious rice at a low price.


Insane:"Media promotion strategy"

The fifth common sense is "to attract customers by making full use of flyers and bargains." Supermarkets and others use flyers and bargain sale to attract customers to them, but we use media to attract customers without paying the money,In order to make the chances of media interviews, it is important to have novelty, topicality, and sociality. As a result of dropping them into our business and continuing to send out, in 2015 we are posted on media 50 times. When I opened a rice shop in Ginza, I just wrote a press release on Internet distribution, all television stations, 20 magazine companies came to interview.


Insane:"Do not rely on machines, Rice sellection list"

The sixth common sense is "rice of traditional type", which is valued rice which delicious thing digitized by machine taste meter (machine). On the other hand, we started a contest in which food professionals evaluated using their tongue "belometer(belo means tongue)" and made "Rice Banzuke". My final goal is to make consumers feel that the rice selected in this contest is delicious. We made it a bridge and chose selected rice as a gift set, introduce it to the shop listed in the Michelin Guide, deliver it as an airline first class in-flight meal, picked it up in the local newspaper, we are also connected with the revitalization of the producers and the community.


Insane:"Making products that are not just white rice"

In the seventh, "I am saying that white rice is fat and the number of Japanese who do not eat rice is increasing", but I thought that I would like to sell rice to those who do not eat white rice. I use dashi soup and make rice porridge with brown rice, and created an idea to make it as processed food. This product is also useful from those who are thinking about dieting abroad or domestic. It is the idea of ??HachidaimeGihey to sell brown rice that tends to be avoided because it hardens when cooled.


Insane:"Expanding cognition in different industries collaboration"

Finally, the eighth common sense is "the distribution destination is limited in order to expand the sales destination". In order for a rice shop or a wholesale shop to handle a volume business, the distribution destination is limited to major mass merchants. On the other hand, we thought that it would be better to expand cognition rather than expanding sales outlets. For that purpose, we are promoting collaboration with different industries such as game makers, rice cooker makers and beverage makers. Cognition is spreading by collaboration with this different industry spreading through the media and SNS.

By connecting our eight strategies as above, we are confirmed that the brand of HachidaimeGihey is spreading rapidly.

What is necessary for the development of business in Kyoto

Many people in Kyoto or Kansai think that information is available for free. The information you get on the net for free is just information not worth it. On the other hand, information that can not be obtained without paying money is intelligence. By combining information and information, it is possible to create intelligence. However, only some people hold information that is really good. By negotiating with such people, I think there is something that will be positive for them. Therefore, I think that people in Kyoto must do more to pull information from the global.

Kyoto is said to be a global tourist city, but "Kyoto brand" that the world's celebrities and wealthy people in Tokyo say is really only part of the high end.My rice gift is not actually using rice in Kyoto but it is just like Kyoto.It is said that it is perceived little by little, and people say "I feel it's Kyoto".In this way, I think that they will be Kyoto brands only when they are recognized in Tokyo and the world market, rather than becoming Kyoto brands as they made in Kyoto.

Doshisha University business school teacher told me that there were many workers of recent traditional industries who have sold souls.Now that existing long-established companies also have continued to change their way of selling and management, "change your form without changing your mind" I learned.In order to list, if you change the domain of your business, you think that you are going to be doing business to earn sales, on the contrary the corporate evaluation may fall.So we are conscious of not shifting the axis.I think that this is the opposite of Kyoto.

The last is to practice "culture" of business.The word "culture" is used in the meaning of "culture" in English, but in Latin it means "to cultivate".Many people in Kyoto recognize that culture should be protected, but I think that culture is something that spreads seeds, plows, and creates newly.I am aware that things that remain after creation remain after 10 years and become cultures.It is my dream to incorporate new winds into Kyoto companies steadily and produce Kyoto's venture companies that exceed Tokyo's.