2006.03

"2006 SPRING & SUMMER PomPreece COLLECTION" is held in Meguro.　(Page 54)
An exhibition "2006 SPRING & SUMMER PomPreece COLLECTION" was held by PomPreece (President Osamu Kato, Meguro-ku Tokyo) at the head office building in Meguro-ku from February 7 to 8. A theme of this exhibition is 3S which president Kato advocates everyday. 3S means "Specialty person offers Specialty product with Specialty service." With novelty items which can solve pet owner's trouble, seminar and demonstration of hair dyeing using "Prima Color", the exhibition filled with know-how of specialty shop's success.
Pompreece is the company distinguishing activity not only as maker and wholesaler but also encouraging talent by holding seminar. This company will be the reliable business partner for a specialty shop that wants to plan a differentiation from the other shops mainly as the shop under private management.

Total coordinator is necessary in ornamental fish industry.　(Page 21)
A total coordinator is necessary who researches places to open a shop and produces a shop that has ability to collect customers in ornamental fish industry. When we look at the other industries, especially Chinese noodles industry, we are astonishing at a development and maturity for the past 1 or 2 years. The firebrand of Chinese noodles boom is metropolis sphere from Tokyo and not a few companies succeeded in local area after gaining a foothold of metropolis sphere's success. Mass media has taken it up without declining and it gets a status.
Like this, Chinese noodles industry developed so remarkably, a driving force of the development depends greatly on the total coordinator. Once a Chinese noodles shop was the top where women hard to enter, but now it's not uncommon if a woman enters a Chinese noodles shop alone or only women. I saw a program that introduced the process of producing a Chinese noodles shop easy to enter for woman by herself on TV. The point of process is to decide a place thinking the power of collecting customers, coordinate an environment that interior and attitude to customers are easy to enter freely, not to mention good taste.
Though Chinese noodles industry is one of the example, almost of all industries that shows remarkable development have total coordinators who play an active part. On the contrary, in the pet industry we can't see a total coordinator's activity. Surely dog and cat specialty pet shop become refine comparing to 10 years ago because the business content shifted to service department. On the other hand, an ornamental fish shop is little better than 10 years ago. Though there are a lot of possibilities in the ornamental fish industry, it still keeps silence. So, if the total coordinator appears and plays an active part, this industry will leap. In order to high taste for ornamental fish, shops' eyes tend to focus on inside the industry. It would be better if shops become more sensitive to the trend broadening their outlook.
Incidentally, recent lifestyle key word is "LOHAS (Lifestyles Health and Sustainability)." This means the society which is healthy and sustainable and a class of LOHAS occupied 30% of adults, 21% of whom earns more than 9 million yen a year.

Nestle Purina PetCare places great importance on cat food.　(Page 28)
Nestle Purina PetCare (President Tomas Hammer, Kobe-shi Hyogo) launched new products from "Purina One", "Friskies" and "Mon Petit" on March 1. In recent years, this company stands out with cat food business expanding cat food items and planning a tie-up with popular character. The sales of "Mon Petit" in fiscal 2004 was 130% (compared to fiscal 2003) and the prospective sales in fiscal 2005 will be 135% (compared to fiscal 2003). The new products for spring also place great importance on cat food which has high rate of growth.

Japan Wayne, Tokyo branch opens for business　(Page 36)
Japan Wayne (President Yasushi Maeda, Settsu-shi Osaka) started a business of Tokyo branch on February 16. An office of Tokyo branch is a rental building with three stories, and has 561.6 square meters of total floor space and 405 square meters of grounds. This company makes Kansai and Kanto main business area and expands wholesale business of food and goods for pet specialty shops all over Japan. The sales rate in Kansai area was high, but with opening of Tokyo branch, the company plans to increase sales in Kanto area 20% compared to last year. Existing Yokohama sales office is changed to distribution base and Tokyo branch will be business stronghold.
Yokohama sales office was business stronghold and expanded business in Kanto area until now. But the sales office covered only vicinity of Kanagawa prefecture and could not follow Kanto area. 7 staff of Tokyo branch will take charge of Kanto area.
Tokyo branch has a showroom on the second floor and a simulation room on the third floor considering business negotiations and proposal of shop to customer. The company aims at product selection and information offer fitting clientele of retailer. They also act as an agent for pet shop's construction and remodeling in order to answer a request of opening of new business.
The company's sales was 3.7 billion yen and 1.3 billion yen out of them was the sales of Yokohama sales office. Aiming at expanding Kanto area's sales, they are going to advance enlarging at Kanto area and supplying only this company's products to new opening shop.

New order of Japan Aquarium Fish Association starts.　(Page 34)
Japan Aquarium Fish Association held the regular general meeting of Heisei 18 (2006) year at Towerhall Funabori in Edogawa-ku on February 14. 75 out of 107 member companies attended the meeting. (Include letters of attorney) Three pledges that was declared last year's meeting to hold each fair, fulfillment of shop members and to carry out Ornamental Fish Care Adviser Authorization System, will be continued this year. Especially, regarding Ornamental Fish Care Adviser Authorization System, text books are already ready. So the association wishes to carry out it in this year.
At this meeting, reelection of the officers was made and as a new chairman Mr. Soichi Ogawa (Suisaku Co., Ltd.), new vice-chairman Mr. Keizo Ito (Maruu Corporation) and Mr. Kentaro Hasegawa (Sagami Suisan Inc.) are assumed and new order started. As executive directors, Mr. Naoya Gomi (Gex Corporation), Mr. Naoki Matsumoto (Nisso Industry Co., Ltd.) and Mr. Ryuichi Yoshida (Japan Pet Drugs Co., Ltd.) are appointed, so that a restoration of youth is made. Then with starting the new order, the secretariat also changed from Taisei Kikaku Co., Ltd. (President Shigemi Ono, Edogawa-ku Tokyo) to Pisces Publishers Co., Ltd. (President Fumitoshi Mori, Minato-ku Tokyo).
Address of new secretariat is as follows.
[New secretariat]
Pisces Publishers Co., Ltd.
Address: Tamachi-Takeshiba heights 2F 2-17-2 Shibaura, Minato-ku, Tokyo 108-0023
TEL 03-3451-1937 *
FAX 03-3451-1938 *
* Exclusive line for Japan Aquarium Fish Association will be set up shortly.

Kamihata Fish Industry Group builds additional facility for "Yamazaki Laboratory"　(Page 32)
Kamihata Fish Industry Group (President Michiko Kamihata, Himeji-shi Hyogo) set to additional facility for a joint laboratory "Yamazaki Laboratory" established in 2001 and completed in August, 2005. Added 53 tsubo to existing floor space 65 tsubo, so that total floor space became 118 tsubo. And test fish tanks increased from 191 to 445 and made more living body's test and study possible.
Yamazaki Laboratory have made repeated inspection test of trial product's performance for developing new product based on data. This time, to improve development power of feed, established exclusive feed manufacturing room and constructed an environment manufacturing various feeds from each material. Also fulfilled a facility by establishing exclusive feeding room where study living bodies except fish and detailed analysis room where DNA analysis is possible.
Kamihata Fish Industry Group said, "We play an active part in aiming at increase content and speed toward development of new products which will be at the forefront of ornamental industry.

Echo Trading collects 50,580 visitors at "Pet Kingdom in Wannyan Dome 2006"　(Page 37)
Echo Trading (President Kazuhiko Takahashi, Nishinomiya-shi Hyogo) held "Pet Kingdom in Wannyan Dome 2006" at Nagoya Dome from February 11 to 12. The number of total visitors to the exhibition was 50,580. As pets were permitted to enter the site with their owners, a lot of pet owners visited with their pets. Cosponsors were Chunichi Shimbun, Aichi Television Broadcasting, Toei and Nagoya Dome and it was cooperated by International Pet Culture General College.
In the DOME, living bodies of dog, cat, small animal, reptiles, ornamental fish and bird were exhibited and stage events like "Wanchan Gekizyo (dog's theater)", "hawk and eagle's flight show" and "circus of parrot" were held. Also experience corners like "penguin touch" and "dig up a grub" were set up and "sales of 500 puppies and kittens" by Nikko Wannyanmura was carried out.

"Pet Kingdom in Osaka Dome 2006" will be held during Golden Week holidays.
*Golden Week holidays : a succession of national holidays from April 29th to May 5th.
Echo Trading also will hold "Pet Kingdom in Osaka Dome 2006" from April 29 to May 1. Cosponsors are Yomiuri Telecasting and Toei and it is cooperated by Echo pet Business Academy. Echo Trading announced a policy of "putting emphasis on event business" and "Pet Kingdom" will reach 4th time now.

Master Foods strengthens brand power by renewed hit product or added new product.　(Page 31)
Master Foods (President David Teasdale, Meguro-ku Tokyo) renewed cat's gourmet brand "SHEBA Duo" stylishly fitting to modern cat owner's lifestyle. Besides enrich flavor by new manufacturing method, changed package color completely to pop color. As a special segment share No1. cat food, the company intends to heighten brand power more.
In recent years, as 95% of cat food purchaser use dry food, a growth of "special segment market" continues in dry food market. "Giving the dry food most, pet owners became strict and express conscious to select better dry food." The company explained the background of development.
On the other hand, Kalkan Whiskas handy can "beef & fish" was newly launched on February 2. Adding "beef & fish" to existing 5 kinds, the company answers to pet owners' needs of satisfying their cats that easy to lose interest. The handy can which contains food for 2 times is good for a cat owner who keeps more than a cat. Kalkan Whiskas makes up 60% share (capacity base) of wet food market.