ã倧æã€ã¿ãªã¢æçåºãã§ãŒã³ããµã€ãŒãªã€ããç²ããŒãºïŒã°ã©ã³ã¢ã©ãã¢ïŒã®ç¡ææäŸãçµäºãããã®ã§ã¯ãªãããšãããåãã以åããåºãŸã£ãŠããããæ¬åœã«çµäºãšãªãããšãããã£ãããµã€ãŒãªã€ã¯10æ¥ãæ¬æ¥ïŒ11æ¥ïŒããã£ãŠç¡ææäŸãçµäºãããšæ£åŒã«çºè¡šããã®çç±ãšããŠã¯ãäžéšã®å®¢ãå€éã«äœ¿ããããããã ãšããææãSNSäžã§ã¿ããããããã®ççžã¯ããã«ââã
ããµã€ãŒãªã€ã§ã¯ãããã³ã°çšããŒãºãšããŠãç¡æã®ç²ããŒãºïŒã°ã©ã³ã¢ã©ãã¢ïŒãš100åïŒçšèŸŒã¿ïŒä»¥äžåïŒã®ããã³ãªãŒãã»ãããŒããã®äž»ã«2çš®é¡ãæäŸãããŠãããä»åçµäºãšãªãã®ã¯åè ããµã€ãŒãªã€ã®ãã¡ã³ã®ãªãã«ã¯ããµãŒãã¹ã³ãŒããŒã«çœ®ãããŠããç²ããŒãºãã·ããªã¢ç£ã®æµ·å¡©ãåèŸåãã¬ãŒã¯ãç¹è£œããããœãŒã¹ããªãªãŒããªã€ã«ãšãã£ã調å³æã䜿ã£ãŠæçãèªç±ã«ã¢ã¬ã³ãžããŠæ¥œãã人ãå°ãªããªãã ãã«ãä»åã®çºè¡šãåããŠSNSäžã§ã¯ä»¥äžã®ãããªå£°ãããã£ãŠããã
ïŒèªç±ã«äœ¿ããªããªãã®ã¯æ®å¿µã ãã©ã䜿ã䜿ããªãã«é¢ãããæçã®å€æ®µã«è»¢å«ãããããã¯äœ¿ããã人ã¯æã£ãŠïŒã§è¯ããšæãïŒ
ïŒåŸåã®ç²ããŒãºæææäŸã¯ããŠããããã®ããªããããšãããã³ãªãŒãã»ãããŒãã ãã«ãªãã®ããªâŠïŒ
ïŒã¯ã (ãµã€ãŒã§ç²ããŒãºãããããããããšãããŸãã®æãéŠããäžãã)ïŒ
ïŒç²ããŒãºæ¯ããã»ã©ããã奎ãããããïŒ
ïŒä»ãŸã§ç²ããŒãºäœ¿ãããŠãããŠãããšã«ãµã€ãŒãªã€ã«æè¬ã§ããã
è¥ãæãããäžè©±ã«ãªã£ãŠãŸããïŒ
ïŒå€§å¥œããªã®ã«æäŸçµäºãã¡ããã®ããªãã·ã§ãã¯ãªãã ãã©ããã£ã±ãäŸ¡æ Œé«éš°ã®ãããªã®ããªãŒïŒïŒ
ãå€é£æ¥çé¢ä¿è ã¯ããã
ãããããç²ããŒãºããšæããããããããªãããäŸãã°1æ¬80gå ¥ãã®ç²ããŒãºã®èª¿éäŸ¡æ Œã300åã1åºèåœãã1æ¥ã®å¹³åæ¶è²»éã10æ¬ã ãšããå Žåããµã€ãŒãªã€ã¯å šåœã«çŽ1000åºèããã®ã§ãäžæ¥ã ãã§çŽ300äžåã1ã«æã§çŽ9000äžåã®ã³ã¹ããšãªãã決ããŠå°ããªé¡ã§ã¯ãªãã倧åã®ã客ã¯åžžèã®ç¯å²å ã§å¿ èŠãªåéã ãã䜿çšããããã»ãã®äžéšã«ç¡æãããããšã«å€§éã«æ¯ããããã客ãããã®ãäºå®ã§ãæšä»ã®èª¿éã³ã¹ãäžæã«çµå¶ãå§è¿«ããããªãããµã€ãŒãªã€ãšããŠã¯å»æ¢ãšããå€æã«è³ã£ãã®ãããããªãã
ãå€é£ãã§ãŒã³å瀟ã®å€äžãã©ãã·ã¥ãåºãŸããªãããµã€ãŒãªã€ã¯å€äžããããªãæ¹éãæ確ã«æã¡åºããŠãããçŸåšã®ã¡ãã¥ãŒã®ã¯ãªãªãã£ãšéãäŸ¡æ Œãç¶æããŠããããã«ã¯ãã©ãããŠãã³ã¹ããã©ããåãå¿ èŠãåºãŠããã®ã¯èªæãªã®ã§ãä»åã®æ±ºæã¯ããããåŸãªãããšããããå€ãã®å®¢ã«ãšã£ãŠããçŸè¡äŸ¡æ Œãå€äžããããããã¯ç²ããŒãºã®ç¡ææäŸãçµããã»ãããŸãã ããããç解ã¯åŸãããã ããã
ãåœãµã€ãã¯4æ20æ¥æ¥ä»èšäºããµã€ãŒãªã€ã«ç¡æã®ç²ããŒãºå»æ¢æ å ±ã®çåœãèããâŠæ©ãŸããã倧éã«äœ¿ã客ãåé¡ãã§ç¡ææäŸå»æ¢ã®èæ¯ã«ã€ããŠèå¯ããŠããããä»åãæ¹ããŠåæ²èŒããã
ââ以äžãåæ²èŒââ
ã倧æã€ã¿ãªã¢æçåºãã§ãŒã³ããµã€ãŒãªã€ããã調å³æãšããŠå®¢ã«ç¡æã§æäŸããŠããç²ããŒãºã«ã€ããŠãç¡æã§ã®æäŸãå»æ¢ããããšãæ€èšããŠããã®ã§ã¯ãªãããšããæ å ±ãäžéšã§åºãŸã£ãŠãããããã«ããã®çç±ãšããŠãäžéšã®å®¢ãå€éã«äœ¿ããããããã ãšãã声ãã¿ãããããæãããŠãããã®ãåãã¯äºå®ãªã®ã ãããââã
ãå šåœã«1059åºèïŒ2023幎3æçŸåšïŒãå±éãããµã€ãŒãªã€ã®æ¥çžŸã¯å¥œèª¿ã ãå瀟ã®äºæ³ã«ããã°ã2023幎8ææã®å£²äžé«ã¯åææ¯23ïŒ å¢ã®1772ååãé£çµçŽå©çã¯å26ïŒ æžãšãªããã®ã®42ååã確ä¿ãå¶æ¥å©çã¯å14.5åã®61ååãšãªããé£çµçŽå©çããŒã¹ã§ã¯æžçãšãªããã®ã®ãåææè²»ããšãã«ã®ãŒã³ã¹ãã®é«éš°ãåããŠå€é£ãã§ãŒã³å瀟ãçžæ¬¡ãå€äžãã«åããªãããµã€ãŒãªã€ã¯å€äžããããªãæ¹éãæã¡åºããŠãããã³ã¹ãå¢åãäŸ¡æ Œã«è»¢å«ãã身ãåãäŒæ¥åªåãç¶ããŠãããæ¥åºå®¢æ°ïŒå šåºåèšïŒã¯å幎åææ¯å¢ãç¶ããŠãããããããåãçµã¿ã客ããæ¯æãããŠããæ§åããããããã
ããµã€ãŒãªã€ãšããã°ã300åïŒçšèŸŒã¿ïŒä»¥äžåïŒã®ãèŸå³ããã³ãã300åã®ããã©ã颚ããªã¢ãã400åã®ãããŒããœãŒã¹ãããã¢é¢šãã200åã®ããã¬ãã·ã¥ã¯ã€ã³ïŒãã«ã³ã¿250mlïŒããªã©äœäŸ¡æ Œãªååãå€ãã®ãã¡ã³ãæ¹ãã€ããŠããã
ãèªç€Ÿã§èŸ²åãæã¡éèãçš®ããéçºãããããªãŒã¹ãã©ãªã¢ã«ãã³ããŒã°ãšãã©ã颚ããªã¢ã®ããã®èªç€Ÿå·¥å Žã建èšããããã¯ã€ã³ããªãªãŒããªã€ã«ãçãã ãããŒãºãªã©ãã€ã¿ãªã¢ã®ã¡ãŒã«ãŒãèŸ²å Žãšå ±åã§éçºããŠçŽèŒžå ¥ããããšãåãªãäžå€é£äŒæ¥ã®æ ãè¶ ããçŽ æã®éçºã»çç£ã®ãã§ãŒãºãããã£ãããšé¢äžããããå§åçãªäœäŸ¡æ Œãšé«ãã¯ãªãªãã£ã®å®çŸã«ã€ãªãã£ãŠããã
ããŸãããµã€ãŒãªã€ã¯æéãåºåã£ãŠã®å®å£²ãã»ãŒã«çãªããšã¯ããªãããšã§ç¥ãããŠããããæšå¹Žã¯äžå®ã®äººæ°ããã£ããã¹ã¿ã®å€§çãã»ããããŸãµã€ãºã«ã€ããŠå€äžãã§ã¯ãªãå»æ¢ãšããå€æããããªã©ãããã€ãäœäŸ¡æ Œããšããæ¶è²»è ããã®ã€ã¡ãŒãžãå®ãããã®æŠç¥ãéåžžã«å·§åŠããã®ã»ããã¢ã«ãã€ãåºå¡ãç©æ¥µçã«æ¹åã®ææ¡ãããããèªçºçã«å€æããŠåããä»çµã¿ãæŽã£ãŠãããåºèãªãã¬ãŒã·ã§ã³ã§ãåŠã¶ã¹ãç¹ã¯å€ããïŒå€é£æ¥çé¢ä¿è ïŒ
ç¡æã®èª¿å³æã人æ°
ããããªãµã€ãŒãªã€ã§äººæ°ã®ã²ãšã€ãšãªã£ãŠããã®ãããµãŒãã¹ã³ãŒããŒã«çœ®ãããŠããç²ããŒãºãã·ããªã¢ç£ã®æµ·å¡©ãåèŸåãã¬ãŒã¯ãç¹è£œããããœãŒã¹ããªãªãŒããªã€ã«ãšãã£ã調å³æãç¡æã§äœ¿ããç¹ã ããããã䜿ã£ãŠæçãèªç±ã«ã¢ã¬ã³ãžããŠæ¥œãããã¡ã³ãå°ãªããªããããã®ç²ããŒãºã®ç¡ææäŸãå»æ¢ããããšããæ å ±ãäžéšSNSäžã§æ¡æ£ãããã«å»æ¢ã®çç±ãšããŠãäžéšã®å®¢ãå€éã«äœ¿ããããããã ãšãã声ãã¿ãããããæãããŠäºå®ãªã®ã ãããã
ããµã€ãŒãªã€ã®éå¶äŒç€Ÿã«åãåãããããææ¥ãŸã§ã«åçãåŸãããªãã£ãããŸããæ±äº¬éœå ã®åºèã§åºå¡ã«ç¢ºèªãããšããããä»åŸãç¡æã§æäŸãç¶ããŠããäºå®ã§ãããšã®ããšã ã£ããã¡ãªã¿ã«ææã®ãããã³ã°ããŒãºããã³ãªãŒãã»ãããŒããïŒ100åïŒã¯åŸæ¥ã©ãã泚æå¶ãšãªã£ãŠããã
ã飲é£åºã§ã¯ãé€æ²¹ãå¡©ããœãŒã¹ãã¿ã¬ãªã©ã®èª¿å³æããçŽ ã·ã§ãŠã¬ãè¬å³ãã¬ãªãªã©ãç¡æã§æäŸãããŠãããã顧客ã奜ããªã ãåããã ãã«ãåºåŽã«ãšã£ãŠã¯å€§ããªã³ã¹ãè² æ ã«ãªã£ãŠããªãã®ã ãããããŸãã客ã«ããã䜿ãããããé²ãããã«åºåŽã¯ã©ã®ãããªå¯Ÿå¿ãè¬ããŠããã®ããèªèº«ã§ã飲é£åºçµå¶ãææãã飲é£ãããã¥ãŒãµãŒã§æ±äº¬æªæ¥å¶æ¥œéšïŒæ ªïŒä»£è¡šã®æ±éæ£åæ°ã«è§£èª¬ããŠããã£ãã
調å³æã®ææåã®åã
ãäžè¬çãªé£²é£åºã§ã¯ãç¡æã§æäŸãã調å³æããããã³ã°ãæ·»ãç©ãªã©ã顧客ã奜ããªã ãéãåããé£æã®ã³ã¹ãã«ã€ããŠãä»ãŸã§ã¯ãããŸã§æ確ã«ã¯èæ ®ããŠããªãã£ãããæããŒã¿ã«ã§é£æã»ææé¢ä¿ã®ä»å ¥ããããããã£ãŠã売äžããããã ãããææè²»çã¯äœïŒ ããšãã£ãããã«å šäœã§æ°åãææ¡ãããŠããããã§ããç¹ã«å人çµå¶ã®åºã§ã¯ãå šäœããªããšãªãã¢ããŠãã«ããææ¡ããŠããªããšããããããŸããæçäžç¿ãããã®ææè²»ãèšç®ããããã«åºã¥ãäŸ¡æ Œã決å®ããŸãããæçã«äœ¿çšãã調å³æã¯èšç®ã«å«ãããã®ã®ãããŒãã«ã«é 眮ãã調å³æãŸã§ã¯èæ ®ããŠããªãã®ãäžè¬çã§ãã
ãã§ããæšä»ã®ææè²»ã®é«éš°ãè¿·æ客ã®å¢å ãæ é€è£çµŠã®æèŠã§å€§éã«ç¡æã®èª¿å³æã䜿çšããã客ã®å¢å ã§ãç¡æã®èª¿å³æã®æ±ãã«èŠçŽããå¿ èŠãšãªã£ãŠããŠããŸããææè²»ãšææè²»çãäžãã£ãŠãããšã飲é£åºã¯äŸ¡æ ŒãäžããããµãŒãã¹ãåã£ããããããšãèããŸããå ããŠãè¿·æ客ã®è¡çºãã¯ããŒãºã¢ããããããªãã§ãããããèããªããŠã¯ãããªãç¶æ³ã«ãªã£ãŠããŸãã
ãæåãªã¯ã©ããã®ãã«ã¡ã¶ã³ããŒãºïŒç²ããŒãºïŒãäŸã«èšç®ããŠã¿ãŸãããã1æ¬80ïœã§600åã»ã©ã§ãã客ã倧ãã1æ¯åïŒçŽ6ïœïŒã䜿çšãããšããŠãåºåŽãšããŠã¯çŽ46åã®ã³ã¹ãã«çžåœããŸãã1000åã®ãã¹ã¿ã§ããã°çŽ4.6ïŒ ã®æææ¯è²»ã«çžåœããŸãã飲é£åºã«ãããææè²»çã®ç®å®ã¯30ïŒ ãªã®ã§ã4.6ïŒ ãšããã®ã¯ããªãé«ãæ¯çã§ãã
ãããè¿·æ客ããã¹ã¿1åã«ç²ããŒãºã1æ¬äœ¿ã£ãŠããŸã£ãããåºåŽã¯äœãããã®å¯ŸçãèããªããŠã¯ãªããŸãããããå®äŸ¡ãªååãžã®å€æŽãç¡æ調å³æã®å»æ¢ã»ææåãšããæ¹æ³ãèããããŸãããå®éã«ä»ã§ã¯ãããã³ã°ãšããŠææåããåããåºãŸã£ãŠããŸãã
ããã§ã«æäŸããŠãããµãŒãã¹ãããããšå®¢é¢ããèµ·ããæžå¿µãããããã段éçãªå¯Ÿçããšãã±ãŒã¹ããããŸãããŸãã¯ãåç¥ããšããŠãåºå ã®åŒµãçŽãåäžããããSNSã䜿ã£ãŠåžžèçãªç¯å²å ã§ã®äœ¿çšãåŒã³æããŸããããã§ãææè²»ã®äžæã«ããå³ãããªã£ãŠããããæçã®äŸ¡æ Œãäžãããããããã¯äŸ¡æ Œãæ®ã眮ãããšãçç±ã«ç¡æãµãŒãã¹ãææåããŸãã
ãåææè²»ã®é«éš°ãè¿·æ客ã®æªè¡ãã¯ããŒãºã¢ãããããä»ã飲é£åºã«ãšã£ãŠã¯ãä»ãŸã§å€ããããªãã£ããã®ãå€ãããã£ã³ã¹ã®ææã§ããããŸããããéå°ãµãŒãã¹æ°å³ã ãšæããªãããå€ããããŠããªãã£ããšãããããã°ãé©æ£äŸ¡æ Œã»é©æ§ãµãŒãã¹ã«ç§»è¡ãããã£ã³ã¹ã§ãã絊æãäžãããªããã¹ã¿ãããéãŸããªããé·æéåŽåãäŒã¿ãåããªããšãã£ãåé¡ã¯ã売äžãšå©çãå¢ããã°å€å°ãªããšãæ¹åã§ããå ŽåããããŸãããã²ã客åŽãããããã飲é£åºåŽã®äºæ ãèžãŸããŠã調å³æã®ææåãšãã£ãåãã«ç解ã瀺ããŠããã ããã°ãšæããŸãã
ïŒæïŒBusiness Journalç·šééšãååïŒæ±éæ£åïŒæ±äº¬æªæ¥å¶æ¥œéšïŒæ ªïŒä»£è¡šïŒ