MOBIO Exhibition Hall is an ideal place to find Japanese technology by reviewing actual product display. English guided tour is available on request.

131024 カンボジア日本人材開発センター 005-400    タスカルタワー_300

Guided tour                                                                                  One model of Tsunami evacuation tower

Picture on the left shows explanation of Tsunami Evacuation Tower (1/30 scale model )

by FUJIWARA INDUSTRY CO.,LTD. (More).

Tsunami (Tidal Wave) Evacuation Tower, a lifesaving tower for coastal lowlands where it is difficult to find a high place to escape. And more than 20 such facilities have been already constructed in Japan by 2011. It attracts attention of visitors from a country with frequent earthquakes.

Tour booking from here in Japanese (Click here – ここから).

Mr. Takashima took the totally different business approach from other SME manufacturers; Differentiation Strategy.  He initiated Awareness Reform, Direct Marketing and Information Transmission by himself and has proceeded further to establish new marketing program of  ”not-the-order-taker but the demand-creator”.

Find out why and how presidents of MOBIO exhibitors have started

“INNOVATION and CHALLENGE” through the special interview.

No.27 is Mr. Takashima of   ***MITSUMOTO RASENKAN KOGYO CO., LTD. (Find Details) ***

– Multilayer bellows, Thin-walled bellows, Flexible tubes

Bellows is an instrument that draws in air or liquid by expansion and contraction through a valve and expels it through a tube.  Metal bellows is widely used at manufacturing factories, nuclear power plant and space venture.

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Bellows                                                                                          Four layer bellows explanation by wall ( with an layer indcation number)
●Switched to direct sales distribution

MITSUMOTO RASENKAN KOGYO CO., LTD. was established in 1974 as a flexible tube manufacturer. The flexible tube is the freely bendable metal tube and widely used at water piping and gas piping for housing market, industrial market and various plants. It consists of 60% at Mitsumoto’s turnover.

When Takashima succeeded in management, many of customers discontinued business with MItsumoto because  they placed order based on personal relationship with previous CEO.

“Under sudden business crisis I was forced to operate the company. So I had decided to take my innovation and challenge, changing distribution completely from wholesales to direct sales. I wished to leave from the price only market to produce value added product market on differentiation strategy .” says Takashima.

●ISO certification without consultant’s guidance

1 095-600s      1 107-400   
Skill Certification Cards                                                            3S Activity example

Immediately after he posted the new strategy in January 1996, he had received an offer from the company in the same trade if he took over the bellows business unit as a package because of  business discontinuance. Takashima was very pleased to have accepted the proposal and then invited their customers to his factory. After factory tour, however, those customers refused to start business with Mitsumoto, saying “This site is too dirty and is out of our standard”.

He was so surprised to hear and had made up his mind to implement drastic change for survival and declared “We will obtain ISO certification by ourselves” to all employees. “It was considered to be too difficult for the SME to acquire ISO without any assistance by consultant. After three years’ hard study by all employees Mitsumoto finally was certified by ISO9001 on February 2000.” says Takashima. It was surprising news and was reported by mass media that the SME acquired ISO certification by themselves. Since then ISO certification was their credentials assisting marketing activities.

This continuous challenges and successes motivated employee’s consciousness greatly.  Employees voluntarily started three S activity and have improved operation environment. Moreover with promotion to acquire certification, many employees have become skilled operators and some of them have been certified by Osaka city as “Osaka Techno Master”s. Now they are a group of  highly skilled craftsmen.

●The speciality market, paying 10 times more than that for mass production models

同社が製造する最も径の小さなベローズの部品。
The smallest diameter bellows

Knowing changes in the company Takashima firmly believed the time had come to take the vital differentiation strategy. Among many bellows manufacturers they have the Only One Technology nobody could imitate. That’s exclusive deep drawing technology.

Generally bellows production requires exclusive tooling, that needs lead time to fabricate and additional cost. On the contrary Mitsumoto takes exclusive process to manufacture by combining several tooling parts out of the shelves. They do not need any additional tooling or extra tooling cost at all. And they could meet any special order of small quantity at shorter lead time. It literally “Win-Win” business model both for Mitsumoto and customers. Mitsumoto is in a position to price reasonably to offset paid charges and  customers save tooling cost.

Apart from mass production bellows pressed once from inside, their bellows are fabricated by pressing seven times  from outside to minimize unnecessary pressure to metals and to improve durability and precision. Their process is very time-consuming and typical to SME, however that result in superior characteristics to mass-production models. “Our bellows are custom made by craftsmen and cost 10 times more than that of mass production bellows. Instead it is no comparison at durability and precision. And I have decided to focus such a market that specialises ultra high precision.” says Takashima.

Firstly he targeted universities and institutions that demand high quality at small quantity as the first step because he was confident to receive additional order if he could start any business with them. In order to deliver information to the target customers Takashima has used trade shows and WEB very positively. When he renewed their corporate WEB site in 2004 to rephrase custom-made production, in one week he could receive an order. Understanding effectiveness of IT tools, Takashima started Blog, Twitter and Facebook and has made Mitsumoto a well-known corporation in Japan. Business account is increasing year by year and now comes up to 46 universities, 27 institutions and more than 1000 high tech corporations. As of today one third of their business has been brought via internet system.

They are no more the normal SME whose price is decided by the market, but take initiatives in value evaluation. It has been reported by a lot of  mass media  as the manufacturing SME who has succeeded in survival by advanced IT management and has been rewarded by many prizes.

“Thanks to IT network we could switch our distribution to direct sales from wholesale operation. For us information generation by internet is the given gift. I will continuously transmit information actively.” says Takashima.

The MOBIO Hall participated in the Industrial Exhibition 2013 in Osaka city.

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On Oct. 23 and 24 at My Dome Osaka 3rd floor in Osaka city, MOBIO hall informs available services to the hall visitors.

Three MOBIO companies prepare products as sample display at the booth.

ITEC CO., LTD.: Hybrid nano particles (View details)

KODAN METAL CO., LTD.: Sintered metal parts (View details)

SGK CO., LTD.: Large-scale automatic photo-etching parts (View details)

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At MOBIO hall available services include presentations on exhibiting companies and exhibited products and technologies, and business match making between visitors and exhibiting companies. Experienced managers are stationed to follow up on the needs of exhibiting companies.

View the latest exhibitor list at MOBIO Permanent Exhibition Hall:  Click here

 

 

 

MOBIO is assisting “INNOVATION and CHALLENGE” by providing various services to SMEs. One of the market development assistance is the special seminar “Let’s participate in the Trade Shows!”, which has been conducted for the past two years.

In May 2013, MOBIO offered the permanent hall exhibitors to physically participate in the trade show in addition to class room session. And the ten companies have participated in the MOBIO joint booth at “Small & Medium Enterprise Fair 2013 in Kansai” with different intentions. The window person varies from a young staff to a senior manager.

After the trade show MOBIO interviewed all companies about class room session and trade show. Their purpose was different and result was different. However all participants noticed a lot of findings.

MOBIO sincerely hopes that interview articles may be of some help to your company management and operation.

  3  4

***Histrory***

*In 2011 and 2012

Hosted a seminar “Let’s participate in the Trade Shows!”, six times for two years.

2  1

*In 2013

Hosted a class room session for ten participating companies

  • Identified strength of the company and the products
  • Summarized feature point for the show
  • Created a concept phrase
  • Created a leaflet draft and a poster draft
  • Designed the display booth layout

5  6

**********

Voices of Participants in the “Small & Medium Enterprise Fair 2013 in Kansai” 

1)    TOYONAKA KEISOU CO. LTD.

The window person: Mr. Mori

Comment Summary: Managed to convey product strength effectively

2)    SHUEI CO., LTD.

The window person: Mr. Ueda

Comment Summary: Targeted to be an inevitable company at future recycling society

3)   DAIICHI KOGYO CO., LTD.

The window person: Mr. Nogami

Comment Summary: Became another business door opener

4)  KINKI KOGYO INC.

The window person: Mr. Tanaka

Comment Summary: Noticed the true strength of the company through seminar

5)  SAWAMURA DENZAI CO., LTD.

The window person: Mr. Takai

Comment Summary: Reassured the corporate strength by participating in the trade show first time

6)  TENKING CO., LTD.

The window person: Mr. NIshijima

Comment Summary: Improved skills to convey message and display, and expanded communication network

7)  FUKUCHI METAL CO., LTD.

The window person: Mr. Fukuchi

Comment Summary: Obtained hint to cultivate next business opportunity

8)  DAIKO SEIKI CO., LTD.

The window person: Mr. Koshiba

Comment Summary: Promoted new IT software for machining orientation

9)  MITSUMOTO RASENKAN KOGYO CO., LTD.

The window person: Mr. Takahashi

Comment Summary: Obtained the new customer by proposing solution after the show

10)  MAKISHINKO CO.,LTD.

The window person: Mr. Shi

Comment Summary: Promoted wider range of products in addition to worm gears

TOYONAKA KEISOU CO. LTD. is a company specializing in development and manufacture of wire-saving devices and systems.

At SME Fair in Kaisai 2013  they specially featured the patented new product “Smart Power 24″, integrated wire-saving multiplex transmission (Universal Line) with power supply function. With this unique scheme, two wires can, in addition to power supply, carry diverse information about contact control output at 256 locations. Its technology is widely used by major Japan’s railway companies.

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Display at SME Fair in Kaisai 2013                                 The Brilliant Disco Ball was the Symbol of MOBIO booth

10 companies participated in the MOBIO booth. The show visitors were attracted by the shining mirror ball on top of the pinnacle of MOBIO “Castle” booth. Its ball was designed by one of the participants, TOYONAKA KEISOU CO. LTD. In order to inform their technology- wire-saving multiplex transmission, effectively, they have materialized the special design.

“I am proud of our technology, however at the same time I felt it very difficult to explain to the public in a way that they easily understand. Participation to this trade show guided me to the new way of product presentation.” says Mori.

The young freshman was assigned all setups for the show and seriously studied at the MOBIO preparation seminar. Actually he was always the first to submit his homework.

“At the MOBIO seminar I was asked explanations of our products by participating members and the tutor. So I started to consider difficulties to understand by the others. It was very valuable for me to study effective product display throughout discussion with other members” says Mori.

●Based on core technology the long lasting products are to be developed

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“Glittered on the pinnacle like this”, demonstration by Mori

“I have designed to install the disco ball on top of the pinnacle of the MOBIO castle as a demonstration of  data transmission from a distance. This was created only because I could attend the MOBIO seminar. ” says Mori. At TOYONAKA’s booth they placed the control device with four color switches. By depressing the designated color switch, the identical light will turn on light at the disco ball. Since the ball rotates, it looks glittering.

“It was quite a good lesson for me to learn the new way to display. And I believe it’s good for MOBIO booth as well because of  outstanding look.”

●Assisting the Tokyo Sky Tree from back yard

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New product ”Smart Power 24”, combination of four switches

As a marketing staff Mori is paying attention to information flow. For this trade show, he mailed invitation to customers in advance and sent thank-you mail after the show. With an attractive display Mori and his group collected almost 100 business cards from visitors and they have already started business negotiation with companies.

“I am proud of our technology. For example, these days the highest stand-alone TV tower, Tokyo Sky Tree is widely known. During its construction TOYONAKA’s  technology was used in the elevator to assist communication, ” says Mori. Their technology will be used often although we do not know its application.

Interviewed on June 25, 2013.

 

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Display at SME Fair in Kaisai 2013

●The World First - 90% Recyclable Paper Container

The one of the most eye catching phrases at SME show was created by SHUEI CO., LTD. At their booth they have featured the paper container designed for sustainable society, called “Hokkaru”, exclusively developed by SHUEI as “the world first removable layer container” for take-out foods.

It consists of an inner film layer and an outer paper container. After eating an inner layer is easily removed for classified disposal. Because its layer protect an outer container from oil perfectly, an outer paper does not require cleaning process and polyethylene terephthalate does not cause any dioxins at all at the time of incineration.

ホッかる    ホッかる

Product line-ups of “Hokkaru”          Easy to sort garbage (simply remove the film after eating)

90 percent and more of its materials are to be used as a recycled paper. Its film layer is made of   “SHUEI is known as a Hokkaru manufacturer. At SME show we have designed our booth to let Hokkaru know as many visitors as possible.” says Ueda.

●Learned to convey massage in a easy-to-understand way through MOBIO seminar

Ueda says “We had attended speciality show relating to environment, however it was the first time for us to participate in the general trade show like SME Fair. So it was very informative for me”. To the MOBIO seminar preparing to the trade show, he has participated in all classes and considered contents of the display panel seriously.
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“MOBIO seminar provided me with totally new approach and removed all of previous views. Because “Hokkaru” is the strongly attached product for Shuei, I used to phrase as many as possible in a panel. However it was much easier to understand for the show visitors by phrasing simply. I really learned how important it is to convey easy-to-understand  message. And I appreciate MOBIO a lot who provided me with such an opportunity” says Ueda.  During the trade show he himself participated all days and promoted Hokkaru by using the eye-catching panel.

“There are two meanings in the trade show participation. The one is to inform produtc and the company to search for new business match making and improve marketing skills. Another is to inform the company management is healthy. Specially the participation to an administrative organization booth such as MOBIO might strengthen credibility fo the company. Credibility is the most important product by the company” says Ueda.

●Wishing to be the turning point to change mind-set

秀英
The “Hokkaru” container exclusive for university coops
“Comparing to general containers, it costs more. However once it was proved to have saved disposal cost by half. So it might not be an expensive container.” says Ueda. It might be an economical container! Time to think differently.
His views have been accepted by university coops, food  restaurants and event organizers nationwide. And it is his policy to place a recycle bin whenever Hokkaru is used. Ueda goes further to ship collected containers to recyclers by themselves.
He wishes to educate people through the product and to be assisted by them throughout manufacturing. Its message has been created by the experienced business person.

Interviewed on July 3, 2013

Watch, listen and ask! Participants exchanged ideas positively.

Product explanation by using the display models is interesting and informative at MOBIO CAFE MEETING. The three exhibitors made presentations in front of their booths even it was stormy weather outside.

1) FUSERASHI CO., LTD.  (View company details)

By the advanced technology of cold heading and cold forging Fuserashi established mass production capability with high quality metal fasteners. Their precision parts are widely used at automobile industry, construction industry and etc.

●Firm commitment to quality and assurance

DSCN5155-400 EV部品パネル-400 Parts for EV

Their nuts are used to connect key components at automobiles, such as Continuously Variable Transmission, Torque Converter, Steering Wheel, Seat Belt and etc. In order to respond correctly to the demand by automobile manufacturers they have come up with hybrid process of cold heading and machining.

Thier new development is various types of electric connectors for hybrid cars and EV cars. Searching for better conductivity they have started new business handling the different and softer materials with additional surface treatment. Samples are displayed at an additional booth.

2) OKAMOTO SEISAKUSHO CO., LTD.  (View company details)

The market leader at bronze machining. Its precision machining technology has been applied widely from gas valves to automobile components.

●From machining operation to control software

DSCN5171-400 DSCF3688-400  OMS

On top of  their core technology of precision machining they match to the needs of key functional components of gas water heater and water faucet by forging, polishing, brazing, plating and  product assembly.

Their measurement data control software “OMS” was originally developed for internal purpose to restore measured data at production or sample inspection directly from tools. Because it is so convenient at product traceability OMS itself become Okamoto‘s new product to other manufacturers.

3) KODAN METAL CO.,LTD.  (View company details)

Their metal processing varies from Machining, Pressing and to Sintering. With their advanced technology Kodan meets to variety of demand from mass production to high-variety low-volume manufacturing.

●Application of “Metal Grains”

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For solving a number of problems such as straining out impurities from fluids, absorbing sound energy, gas drainage, explosion protection, and fluid flow straightening, Kodan utilizes functional features of porous metal solids.

They fabricate porous sintered compacts with large air voids using metal particles to the customers’s need.

They are expanding business further to laminated wire mesh and simultaneous sintering.

*****

Next MOBIO-Cafe Meeting is scheduled on Oct. 30 (Wed.)  from 18:00

Special presentation by exhibitors at “Business Festival Special Exhibition”

The color coded name plate type key chains that are widely used at hotels, locker rooms where keys are used in Japan. They are Markey branded key chains produced by DAIICHI KOGYO CO., LTD.

中小企業総合展の展示(大一鋼業)
Display at SME Fair in Kaisai 2013
●Looking for businesses matching with different industry fields

大一鋼業

Homework in the office after work

Nogami was asked to participate the SME show by MOBIO when he visited the hall to replace display products.

He says “I was called by MOBIO to join the show. Due to my business schedule I could attend preparation seminar only once, however I could receive a supplementary lesson and a home assignment by MOBIO and I appreciate MOBIO a lot”.

Trying to catch up other participants, Nogami studied by himself. After measuring actual booth he has simulated product and booth layout. As a result at the SME show their booth display was appreciated by the visitors  with the compliments.

P1040584-300  Presentation to the visitors at the SME booth

Nagmi says, “Every year we participate in several shows relating to DIY and it was our first to have the booth at SME Fair. And most of MOBIO exhibitors are processing or parts manufacturing companies. So we thought it might be a good chance to meet people in the different business market. They might consider to use our products and might become our partner to consult manufacturing. It might be an opportunity to expand business network. Daiichi should not stick to  previous consciousness.”

As expected, through the show he could collect a lot of business cards and received inquiries of sample and catalogue. And some of them are now on the business table.

●Product development to open the new market
大一鋼業_スッポンフック  The powerful Suppon Hook, displayed  by adhering to a concrete block

Because Daiichi has a broad product range, they need to consider ways to promote adequately by product category.

“For example at MOBIO permanent hall booth we may add display of usage to product display. It may create business opportunity of kit marketing with other companies and of functional parts. We may expand product range on top of  of present categories. And we need to improve product development skills.”

Furthermore, other than core business sectors (DIYs and Home Improvement Centers) they are trying to open stationary stores and commodity stores for ladies. ”We will start up with marketing 123 seriously”, Nogami emphasized.

大一鋼業

Interviewed on Jul. 3, 2013

Noticed the corporate strength when creating a catch phrase

中小企業総合展の展示(近畿工業)
Actual display at the Small & Medium Enterprise Fair 2013 in Kansai

“Since our business is to manufacture hydraulic cylinder parts to various type of metal part, we provide products with any industrial market. This must be our fruit cultivated for past 60 years.” says Mr. Tanaka, CEO of the company.

In the past he had participated the show for the purpose of employee’s training, and it was the first time for him  to have a booth in order to capture new customers. But,  his intention to have joined the seminar was different.

“Because our strength was not properly identified, we needed to pin point it. So I have decided to join the seminar to learn how we could  illustrate our company.”

Actually at the time of catch -phrase seminar he faced difficulty. The tutor’s message was quite informative for him. If the phrase works by replacing the corporate name, it won’t be their strength. Therefore he came to notice their strength, PROCESS PROPOSAL, that was considered to be the corporate characteristics. “Reviewing 60 years corporate history, our company has been founded on care, consideration and officiousness to others. And at process proposing those factors are  essential condition. I have come to notice that process proposal is our strength.

Another feature for Kinki is corporate networking, that is one of the reason why Kinki  proposes suitable and careful operation. “Our networking has been established for 60 years and is our fortune. It is one of the reason why I have selected process proposal as our strength.”

Kinki does not only provide customers with quotation but also proposes suitable manufacturing process. When customers appreciate its proposal, they become a good customers. Tanaka became aware of Kinki’s value from the customer’s  point of view.

Improved Visual Presentation Skills

近畿工業

Catch phrase creation was not all of his findings through a seminar. He himself surprisingly learned skills of photo shooting.

“Counting on input at a seminar I have taken our products my self and amazed its different result. I did it! Without hesitation I could focus pictures. And I was very happy to receive a positive comment from a tutor.”

He has learned another practical display skills to place products on acrylics stand on the cloth covered stand. And he has expanded communication with other seminar participants or trade show participants.

“We have started actual business among participants. Through joint study for a few months and collaboration at joint booth, we have created a kind of team work and reliance”

Wishing to creating a more attractive display!

近畿工業

This seminar was very informative to Tanaka.

“Past years I was struggling to reply to questions of  corporate strength and corporate characteristics. Now I think I have found the reply. Of course I have noticed importance of  improvement and  attractive product display as an another challenge.”
He also views corporate future.

“I firmly believe that KINKI must manufacture some finished goods. It will be possible for us to create some new technology and products by integrating standing technology. Since SME is good at responding niche market or personal market, we would like to formulate as many needs as possible. And association for that creation has been obtained through this seminar and MOBIO Cafe Meeting.”

Tanaka is trying to step forward by introducing branding strategy:

” It is the time to seriously consider branding of our corporation. My participation to this seminar might be the kick-off of  KINKI’s branding strategy. If there were advanced series of this seminar, definitely I would like to join again”

Interviewed on July 8, 2013

SAWAMURA DENZAI CO., LTD. provides various size of electrical insulating films, heat-resistant resin films and high functional films that exactly match to customer’s needs. Thin and thick, wide and narrow –they cut various objects into various shapes.

中小企業総合展の展示(澤村電材) Display at SME Fair in Kaisai 2013

” When we were called by MOBIO, we have decided to participate in the trade show FIRST TIME with two purpose in mind. One is to acquire new customers and another is to change our business attitude.” says Takai.

Through seminar study Takai has noticed difficulties to transmit his ideas to other members. At the same time he admitted that he had conveyed their strength by product leaflet at all.

“Therefore when I could create the short but eye-catching phrase first among members at the catch phrase seminar, I was very much pleased to have finished. And I have learned we need to change our communication basics fitting to the first time viewers.”

●Surprised to have welcomed visitors from the large enterprises
澤村電材

“I was amazed to learn that at the show we could meet more managers of the large companies than expected. I could not meet many of them other than the trade show. Rather they visited our booth with more interest than I imagined. And visitor’s view from other industry market to our products was very new. I was surprised and have learned a lot from their consideration of Sawada in a total different way.” says Takai.

It was the first time for Takai to have worked at the show with 10 companies and could establish partnership among them. For him it was valuable experience.

●Improve communication by continuous participation in the trade shows
澤村電材

After participating in the preparation seminar and the joint booth with 10 companies, Takai commented “I felt that continuation is important and noticed one time participation does not bring immediate result. By consecutive attendance to the trade shows, we will inform Sawada to the industry in real sense. And by working as an exhibitor I tends to evaluate other booths and changed my trade show approach totally, considering good display and usable display for Sawada.”

Since Sawada’s office is close to MOBIO, Takai visited MOBIO often and asked many questions beside the seminar. ”Probably I was the  nuisance for MOBIO but I have learned quite a bit.” says Takai and he would like to exhibit other shows as well.

澤村電材

“When we will participate in the trade show again, we will need an additional assistance by MOBIO. If  there were the similar seminar to be held, I would like to join. And I am confident that I would provide with a different and much improved report even to the same question!”

Interviewed on June 27, 2013