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[Category Award] SUWA Premium
Happiness Shinshu Division Award
"SUWA Premium"
2022 Theme "Products and services that contribute to regional regeneration and revitalization"
Contributing to regional revitalization by manufacturing high -value -added things through public -private collaboration
SUWA Brand Promotion Committee (Suwa City)
Shinshu Suwa Glass Co., Ltd. Chairman Taizaemon Iwanami Naohiro
Suwa City Industrial Cooperation Promotion Office Industrial Cooperation Promotion Section Chief Mitsutoku Chino ( * at the time of coverage) ・ Yu Miyao in charge
The Suwa area flourished in the silk industry from the Meiji era to the early Showa era. After the war, a high share was established in the manufacturing of clocks, cameras, and music boxes, and the scenic environment has developed as a large accumulation site of the precision machine industry so that it is also called "Oriental Switzerland".
Later, the main industry was switched to parts manufacturing of automobiles, smartphones, and personal computers, but although there was high technology, it did not reach business development with added value -added final products or its own original products.
Under such circumstances, the SUWA Premium, a local brand, was established to create high -value -added products by working on public -private collaboration by manufacturing companies, designers, creators, sellers, and government. The SUWA Brand Promotion Committee is the core, supporting attractive product development of small and medium -sized businesses and expansion sales channels, which have excellent technical skills but difficult to respond to design and information dissemination alone.
What triggered the "Ultra High -precision metal fillet" at Komatsu Seiki Works (Suwa City), which was born in 2012. After many years of research, the company wanted to make an hourglass by utilizing alloy metal powder, which is discarded during the manufacturing process of automotive engine parts.
Nevertheless, since there was no manufacturing or sales, we consulted with the "Industrial Cooperation Promotion Office", which was newly established at Suwa City Hall. In order to commercialize it, a development project that gathered five stakeholders has been launched by calling out to manufacturers, designers, dealers, etc. in the city, which are good at polishing and cutting. One of them was Naohiro Iwanami, who has just been appointed as the representative of the largest glass museum "SUWA Glass no Sato", which exhibits and sells glass products and has glass craftsmen.
The development period is more than one year. Although it was difficult to combine the technology of different materials such as metal powder and glass, it also supported the city's industrial collaboration business subsidies that aim to develop new products and solve social issues by promoting different industries cooperation. Completed after turning. Then, despite the high price of 42,800 yen, it was so popular that the limited 100 pieces were sold out in 10 days.
▲ Naohiro Iwanami, who is also the chairman of the SUWA Brand Promotion Committee, representative of "SUWA Glass Village".
"Because of the support of the stricken area affected by the Great East Japan Earthquake in the previous year, the use of cobalt chrome alloys developed in Kamaishi City, Iwate Prefecture on the sandwash pedestal, and it is featured in media inside and outside the prefecture. I felt the power of the designer, the creators and the local people together, and I knew the possibility of disseminating local culture and technology through products. (Mr. Iwanami)
▲ The nose hair cutter "Slissor" which doubled sales due to the change of the package design
This project triggered the "SUWA Brand Promotion Committee" and "SUWA Premium" in 2014 in 2014. Using the "clear delicate" brand concept, we have been promoting efforts to promote the challenge in response to the needs of businesses that develop business for BTO B, which wants to create products for consumers.
One of the features is that in order to cherish a wide range of businesses and encounters in different industries, it is not limited to businesses in Suwa City, but targeting the width of 6 municipalities in the Suwa area. In the brand certification review committee twice a year, various positions judges are evaluated from various angles, and items that have not been certified according to the standards have been proposed to improve points, etc., which leads to brush -up. I am.
In addition, the flagship store "SUWA Glass Village" is sold not only for certified products but also for products before certification as test marketing. The creator can get the direct response of the consumer without the cost of opening the store.
▲ Natural fruit juice squeezer "Kajutta"
▲ There are also miscellaneous goods such as "Suwapochi" that conveys the charm of Suwa in illustrations.
The product certified after the brand was launched is 102 items ( * at the time of coverage). Some products are used in cafes and restaurants nationwide, such as the world's first natural juice squeezer "Cadutta", and not only industrial products, but also items such as miscellaneous goods, cosmetics, and accessories.
It is Mitsunori Chino and Yu Miyao of the "Industrial Cooperation Promotion Office" that the effects of such "SUWA Premium" were also seen in the employee satisfaction of each company.
"A business operator for B to B has its own product motivation, and in recent years it has been said that young people are not gathering in the manufacturing industry, so you can make what you think for job hunters. It seems to be PR "(Mr. Miyao)
In addition, he has exhibited at the Tokyo International Gift Show for the sixth consecutive year, and has recently been exhibited and sold for local consumers at the Lake Walk, the largest commercial facility in the Suwa area in Okaya City. The team power as "Suwa Premium" is also increasing.
"It is difficult for small and medium -sized business parts manufacturers to explain the PR and technical skills of their products in one company, but if it is a certified product of" SUWA Premium ", it is easy to convey the characteristics, and you can also introduce it throughout the brand. In "Lake Walk", it seems that the local people also feel the joy of communicating their existence and skills "(Mr. Chino).
Furthermore, although sales were hit by the collona evil, the number of sales channels, such as renewing the EC site, in cooperation with companies that SNS are good at, and registering as a hometown tax return item, increasing the number of sales channels. But promote sales. As a result, in FY2022, the highest sales have been recorded, and requests not only in Japan but also from overseas are increasing.
"It is a waste that so many businesses are active and the fact that it is accompanied by the fact that it is not well known. PR is the job of our administrative. It was one of the trigger "(Mr. Chino)
Continuation is power. Products with new added value through corporate collaboration and collaboration have led to the revitalization of the whole region and the improvement of the manufacturing culture full of individuality.
SUWA Brand Promotion Committee
phone:0266-52-4141(Suwa City Economics Department Industrial Cooperation Promotion Office Industrial Cooperation Promotion Section)
https://suwa-premium.net/
* This article is information as of March 2023. Please note that the handled products are subject to change.
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