The business philosophy of Tadashi Yanai, who raised Uniqlo

 

Tadashi Yanai and Uniqlo:

There was no market in the first place, but what is it that I create based on my vision?

Or is the original market there and what you can do is capture the market with a sensitive sense?

Who are the success stories of the former  businessman? Steve Jobs. He's a rock star. Taste and market create.

and to attract consumers. What about the latter? Tadashi Yanai and Uniqlo.

[caption id="attachment_4310" align="alignnone" width="298"] Businessman "Tadashi Yanai"[/caption]

 

this grandpa, He thinks it's arrogant to believe that we can create customer psychology through any kind of marketing or anything like that.

The market and society is bigger than the individual.

Nothing can be changed. I have to adapt to the market. However, you can discover potential markets. With this belief, UNIQLO is raised.

Shall we learn more about the business philosophy of Chairman Tadashi Yanai?

The market already exists:

There is no need to worry about whether I am suitable for this job.

“Society or the world is much larger than itself”

“That is why business will fail if there is no social necessity.”

“The potential demand in the market is already there. Successful companies make it visible.”

“It succeeds because society demands it, so you don’t really have to worry about anything.”

“You just need to be able to see the big trends in society and flexibly change yourself to fit the social environment.”

“If you try and feel that you have failed, you can quickly admit your failure and change your methodology.

“There are many things that must be done in business management."

"You can't do anything until you're perfect"

 

“You shouldn’t be thinking ‘I want to do this’ in running a business.”

“The thing to think about when making a decision is ‘how should it be’”

“Am I suitable for this job?”

“Can I do this well?”

“There is no need to worry about this. I fail because I worry like this.”

Create a positive sense of crisis:

“I think it is normal to always run a company with a sense of crisis.”

“I call this ‘normal sense of crisis.’”

“People who have never run a company do not have a sense of crisis, and they mistakenly think that it is normal for the wind to blow from somewhere.”

“Crisis is different from anxiety.”

“Anxiety is the state of being unpredictable in the future.”

“A company cannot survive if it is managed without a sense of crisis."

“Crisis, that is, risk is linked to profit.”

Think and do it, no time to feel anxious:

“I ask the store manager to tell me what he thinks is uneasy about running a store”

“What if no customers come?”

“What if a part-time job doesn’t follow the manager’s instructions?”

“Let’s talk about these superficial phenomena”

“I do not think about the causes or essential factors of anxiety or countermeasures for them”

“Obviously, these are things you shouldn’t be anxious about.”

“If you look at the situation objectively, you have to calmly judge what it is like, think about how to solve the problem in the future, and then take action.”

“If you get the wrong result, you just have to find another solution”

“Our retail business requires a lot of hard work.”

“I don’t have time to feel anxious.”

Performance is unconditional:

I've never heard of "It's good weather for business"

“There is a tendency to attribute performance to the economy or the climate. Performance is something that needs to be improved somehow.”

“If we properly respond to the timing of product introduction and price reduction, we can increase our performance.”

“The saying that the economy is bad has been around for decades.

“Good for business because the weather is regular”

“The climate is perfect for business”

“I've never heard of such a thing. We must not blame the game or the weather on anyone else for a situation that does not sell and does not make a profit.”

Information is "gold":

The real strength of SPA is that you can experiment.

“Generally speaking, this is the strength of SPA”

“There is a risk because we have to take over all the ordered products, but we can cut costs because we place orders in large quantities, and therefore we can lower the selling price”

“It is true, but it is a very superficial and uniform understanding”

[caption id="attachment_4659" align="aligncenter" width="637"] Supply Chain[/caption]

 

“SPA constantly repeats the cycle from product planning to sales until it finds a product that is overwhelmingly popular”

“You can keep experimenting and trial and error”

“This is the real strength of SPA”

“Generally, the manufacturer just makes the product, the wholesaler sells the product to the retailer, and the retailer just sells it to the customer”

“Since work is functionally differentiated, communication with each other is also blocked.”

“Sales trends of products or customer reactions in stores are important information like gold.”

“Retailers are dumping this great information in the trash.”

“SPA like us can use this information”

Changing your mindset can expand the possibilities of a product:

You must work with the mindset that this product can change drastically.

“We were looking for something more than just winter clothing, but something to offer at an affordable price with a strong sense of fashion.”

“The result was a fleece”

“We have thoroughly analyzed what products will be sold in Harajuku to make customers happy or surprise customers.”

“I came up with the idea to use materials that were only for mountaineering as casual wear.”

“You must not be bound by common sense”

“Heattech was the result of thinking more broadly about the concept of a product”

“If we had decided on the concept of general sports related goods, we would have been able to sell 100,000 copies at most.”

“If you change the purpose and add various added values, you can sell 5 to 10 million copies.”

“A small change in thinking can greatly expand the possibilities of a product”

“You have to start with enthusiasm from the start, with the idea that this product can make a huge difference.

 

Feel what products are selling well and which products are not with your body:

"something has to be felt before you can quantify it"

“People around me say that I feel very objective and logical when I see my management style.”

“Actually, on the contrary, I make a lot of sensuous and intuitive speech and decision-making.”

“If you are a real business man, you should be able to directly experience the unexpected situation and the response to it”

“You have to feel the situation for yourself, more than just a number”

“Businessman must first feel”

“If you flow too logically, you will make predictions based only on figures.
This can lead to a biased view, making it easy to choose the wrong response.”

“I go through all the a la carte tickets every week and think about how to sell products”

“And when I actually go to the store, I can feel with my skin what products are selling well and which products are not.”

Be tactile to the customer's senses:

It is impossible to change the mind of a customer.

“There are cases where store managers who work only in well-established stores misunderstand that products are sold on their own.”

“Because they do not experience the ‘no sale at all’ situation, they mistakenly think that products are sold by themselves if they are displayed.”

[caption id="attachment_4700" align="alignleft" width="332"] Understanding psychological state of Customer[/caption]

“Customers’ senses change knowingly and unknowingly, so they quickly get bored with products or stores that have not been improved.”

“If you don't do something new in that store, the store is over.”

“Businessmen often talk about creating trends in advance or creating customer psychology, but in reality, that is not possible.”

“It is impossible for a seller to change a customer’s psychological state”

“The important thing is to make products according to the psychological state of the customer.”

Coolness of an adult man:

This grandfather has something called the coolness of an adult man in business.

The adults I know are like that. I know very well what's wrong.

Do what you can do with coolness and diligence.

I really do my best at what I can, so I have no fear as a result.

Oh, but what about the market? Does it already exist, or is it made by a visionary entrepreneur?

Which one has a higher win rate?

The answer, I think, is to do it well in any way.