原文: 细节至上的日本

08年7月，有幸与公司同事一起去日本进行了“商务考察”，相关的总结，与我同行的同事写得更好，日本在细节上实在是做得非常好，大家可以在后面进行下载。

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在日本，满大街的中文字，满眼的中式建筑，无处不在的东方式设计，真感觉比现在的中国还中国，在发展中保留自身的独立性，保留自己的文化，这一点，日本太值得我们学习了。

我补充附件PPT中没有的一些情况：

1、关于Toyota丰田

这次去了不少日本大公司去参观，其中就有位于丰田市的丰田汽车总部，我觉得只有一个感觉：低调。整个参观过程，都只是让参观者了解混合动力汽车、关于丰田机器人（Toyota Partner Robot）、关于概念车i-Unit。所有介绍中，没有提到过“丰田是世界第二大汽车厂商、日本第一大汽车厂商、利润最高的汽车厂商”等等字眼，丰田总部大楼也是才建成没多久，而且并不宏伟。但是，看看市场上，日本满大街都是丰田旗下的品牌（到了日本才发现丰田旗下品牌实在多，而且有很多都是采用的和“皇冠Crown”一样的品牌背书方式），丰田专卖店多得像便利店，心中都觉得颇为震撼：丰田的野心，大大的！






2、关于Uniqlo优衣库

关于Uniqlo的介绍，老顾也有相关的文章专门讲过（见“看优衣库怎么推广品牌]？”），多少对Uniqlo还熟悉一点，期望值还是很高的。到日本第一站（大阪），在心斋桥我就发现2家Uniqlo的门店，之后在稍微大点的城市都能见到Uniqlo。最后我们在东京新宿闹市终于进去逛了一逛，感觉就是：质量应该还可以（多数是Made in China），但是款式的确很很一般，比国内的Giordano佐丹奴感觉还要差一点。我挑了一件价值人民币60元的T恤和一副价值人民币60元的墨镜，去之前听我介绍该品牌的牛B史的同事都对我好不容易树立的“品牌权威”产生了怀疑。




3、关于MUJI无印良品

MUJI和Uniqlo一样，也是“无品牌化”的倡导者（见老顾的介绍“不简单的MUJI，不简单的Mujist”）。一路上，我没见到MUJI门店，最后一天在去成田机场的路上，在成田市AEON永旺百货发现一家MUJI门店。别的不说了，最后所有同事都在MUJI购了2件以上的产品。MUJI并不贵，但的确做工精致（起码比Uniqlo感觉好多了）。在MUJI买的衣服穿起来特别舒适。


4、关于SEIBU西武百货

东京新宿的西武百货在超大人流量的地铁新宿站正上方。去SEIBU是我们的女同事强烈要求去的，深圳西武百货树立的“高端”形象让我们对东京西武充满了期待，买不起也得去看看。但我们进去不到2分钟就出来了，实在是太受打击了：原来这么“高端”的西武百货里面像家乐福超市一样，贴满了“打折”“特价”，更像是国内的ITAT，落差实在太大了。（西武百货的隔壁就是TOBU东武百货，可惜时间太晚，我们去的时候已经准备打烊了）


5、关于“海尔”

去东京银座，作为中国人必提到海尔的那块广告牌。但实话实说，我觉得这块牌主要就是一个象征意义，给来日本旅游的中国人一点心理安慰而已。海尔在日本市场仍然微不足道。当然，很多国际知名品牌在日本也都几乎没有什么影响力。外国品牌，进入日本主流市场是难上加难的。日本人对日本本土产品的自信和日本企业的努力，极大的压缩了外国品牌的空间。在日本的几天，能够看到日本人对外国产品产生追捧的，除了LV等奢侈品外，就看到只有Apple的产品随处可见。




6、关于“堵车”

日本的农民兄弟去自家菜田，也是开着小车去；日本人口多、土地少人所共知。看到国内动辄大塞车，很想知道日本咋回事。

我们在日本的七天，除了体验了一段新干线，其他全是坐汽车，从大阪到京都，到东京，仅有1小时的轻微塞车，其他都未遇到“堵车”的情况，而且更令人吃惊的是，日本的路都是很窄的，中国一个二线城市的城际公路都可能比日本的国道宽。就我个人的感觉来看，日本的城乡一体化减少了堵车的压力；而根本的因素就是日本人（司机）的遵纪守规。中国若想是通过更多的路、更宽的道来解决交通堵塞的问题，我看是本末倒置了。

译文: Japan: Detail Supermacy

In July of the year 2008, I have a chance to take a business trip to Japan with my colleagues. As for relevant summary, my went-along colleague has written much better. Japan indeed does very well in details.  You can download it below.   

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In Japan, Chinese characters are seen everywhere in the street, and Chinese architectures are filling your eyes. The oriental designs exist everywhere, which really make you feel much more Chinese than that of in current China. To persist independency and retain culture during development, about which Japan is extremely worthy of our study. 

I have made some additions that not in the PPT attachment:

1、About Toyota

We have visited quite a few large corporations this time, one of which is the headquarters of Toyota Motor Corporation located in Toyota City that gives me only one feeling: Low-key. During the whole visiting, they only give the visitors a brief introduction of Hybird-Electric Vehicel, Toyota Partner Robot and i-Unit. Of all the introductions, they have never mentioned those words like 'Toyota is the second largest motor manufacturer in the world, and the top largest motor manufacter with the highest profit in Japan'. And the building of Toyota headquarter has just been completed for not a long time, and not magnificent as well. However, looking over the markets, you will find the street is filled with brands of Toyota(Only when arriving at Japan that I have discovered Toyota has so many brands and most brands adopt the same way of brand endorsement as 'Crown'). There are too many Toyota franchised stores like convenience stores, which considerably shock me: What a great ambition of Toyota!       






2、About Uniqlo

As for introduction of Uniqlo, I have read it in Lao Gu's relevant articles (Please refer to See How Uniqlo Porpularizes Its Brand?), so I am somewhat farmilar with Uniqlo, and expectate too much of it.  The first stop in Japan is Osaka. I only find two Uniqlo shops in Shinsaibashi, and later in some lager cities I can always see Uniqlo shops.  At last we enter and stroll one Uniqlo shop in the downtown of Shinjuku in Tokyo, and we feel that the quality of Uniqlo is pretty good, most of which are made in China, but the style is really just so so, which is not better than that of domestic Giordano. I have bought a T-shirt cost 60RMB and a pair of sunglasses cost 60RMB as well. The colleagues, who have ever heard of my introduction of the glorious history of Uniqlo, have become suspicious of 'Brand Authority' which is not easily setup by me.       




3、About MUJI

MUJI, as well as Uniqlo, is the advocate of 'non-brand' (Please refer to Lao Gu's introduction 'Extraordinary MUJI, and Excellent Mujist'). During my visit in Japan I haven't seen any MUJI shops until the last day on the way to Narita Airport, and I find a MUJI shop in AEON Store in Narita City. One thing than others to be mentioned is at last all my colleagues have bought at least 2 products in MUJI shop. MUJI products are not expensive but indeed delicately made (at lease much better than Uniqlo's). The clothing of MUJI is dressed very comfortably.  


4、About SEIBU

The SEIBU store in Shinjuku of Tokyo sits right above Shinjuku subway which has a super large flow of people. My female colleagues strongly urge to go to SEIBU, since the high-end image that SEIBU in Shenzhen established has given us so much expectation of SEIBU in Tokyo that we should go and have a look, even though we cannot affort it. But we cannot stay in the store for no more than 2 minutes, because we are totally overwhelmed. Actually such high-end SEIBU is almost like Carrefour Supermarket, and the symbols of 'Discount' and 'Special Offer' are seen everywhere, almost like the domestic ITAT. It is miles away from our expectation. (TOBU store is beside SEIBU store. But it's regretful that when we get there, it is being closed.)           


5、About “Haier”

When at Ginza in Tokyo, as Chinese we must mention about that billboard of Haier. But frankly speaking, I think that this board is mainly a symbol to comfort those Chinease travelling in Japan. The influence of Haier is still very small in Japanese market. Certainly, many famous international brands also have little influence in Japan. It is extremely difficult for foreign brands to enter into Japan main market.  Their self-confidence in Japanese local products and effort on Japanese enterprises has greatly reduced the gap with foreign brands. Those days in Japan, we find that what foreign products Japanese pursue are only Apple products everywhere besides those luxuries like LV.          




6、About “Traffic Jam”

The Japanese peasants also drive to work in their fields. But it is well known that Japan has a large population with small territory. When seeing our heavy traffic jam at home, I really want to know why this rarely happens in Japan.     

During our seven days in Japan, except for a short time travelling on Shinkansen, we are almost travelling by car. On the way from Osaka to Kyoto and Tokyo, we only meet a light traffic jam for one hour. Other time we haven't meet any traffic jam. And it is amazing that the roads in Japan are very narrow, and maybe the intercity roads of a Chinese secondary city are wider than Japanese national highways. Personally speaking, the Desakota of Japan has reduced the pressure of traffic jam; but the essential reason is that Japanese drivers can obey the rules. If China wants to solve the traffic jam problems through constructing more roads and wider roads, I think it is putting the car before the house.