Download - Koi presentation
Nishikigoi – Living Nishikigoi – Living JewelsJewels
Nishikigoi – Living Nishikigoi – Living JewelsJewels
NishikigoiNishikigoi
Living JewelsLiving Jewels
Nishikigoi – Living Nishikigoi – Living JewelsJewels
AgendaAgenda1. Historical Background
2. Origin of the name Nishikigoi
3. Different Varieties of Nishikigoi
4. Nishikigoi Characteristics
5. Breeding of Nishikigoi
6. How to hold a Nishikigoi
7. Famous Japanese Nishikigoi Breeders
8. Famous German Nishikigoi Importers
9. Marketing for Nishikigoi
10.Examples for Marketing Actions
11.Risks and Future Trends
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Nishikigoi – Living Nishikigoi – Living JewelsJewels
533 B.C.: King Shoko of Ro presented a beautiful Koi to Confucius' son
Koi as main subject in Chinese artwork and carvings
1. China1. China
Historical BackgroundHistorical Background
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Historical BackgroundHistorical Background2. Japan2. Japan
Niigata Prefecture as birthplace of Koi breeding
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The residents built “rice terraces” to grow rice and vegetables
Koi were raised in preserve ponds as a food staple for the long winter months
Historical BackgroundHistorical BackgroundOjiya City in Niigata is regarded as the home of NishikigoiOjiya City in Niigata is regarded as the home of Nishikigoi
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Breeding of more beautiful and unique Koi
These Koi mutated and Koi with different colours and patterns were swimming among the black Koi
Kohaku
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More than 100 different colour types and sub-types of Koi
Creation of plastic bags in the 1960's: Reliable transport
1914: National interest for Koi in Japan when Emperor Hirohito presented his Koi in the Imperial Palace moat
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At a Koishow in Takesawa Village, the Director of the Fisheries Agency of Niigata saw very colourful Koi
“This is a true Nishikigoi!”
”Nishiki” is a silk fabric woven with gold. It is used to describe beautiful
and elegant things.
Nishikigoi is an elegant Koi
Origin of the name NishikigoiOrigin of the name Nishikigoi
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Straight Hi
Nidan
Yondan
Inazuma
Sandan
Godan
Nishikigoi CharacteristicsNishikigoi Characteristics
Body MarkingsBody Markings
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Kuchibeni
Menkaburi
Maruten
Tancho
Nishikigoi CharacteristicsNishikigoi Characteristics
Head MarkingsHead Markings
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1. Body Conformation
2. Color
3. Pattern
4. Quality
Nishikigoi Judging CriteriaNishikigoi Judging Criteria
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SuperlativesSuperlatives1. Oldest Koi1. Oldest Koi
Higoi named “Hanako”
Lived for 226 years
Average lifespan: 70 years
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SuperlativesSuperlatives2. Largest Koi2. Largest Koi
Chagoi
153 cm and 45 kg
Average size: 90 cm - 100 cm
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Nishikigoi – Living Nishikigoi – Living JewelsJewels
Ponds- Size- Water quality / filter
- Heating
Average costs for a luxury Koi pond and equipment: 50,000 €
Food
Mistakes which may lead to illnesses
How to hold a NishikigoiHow to hold a Nishikigoi
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MIYAISHI KOI FARM
Isa Koi Farm
Dainichi Koi Farm
Igarashi Koi Farm
Marusaka Koi Farm
Famous Japanese Nishikigoi BreedersFamous Japanese Nishikigoi Breeders
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MIYAISHI KOI FARM Co. Ltd, Japan
History
Corporate evolution
Business objective
Offer
Example for a Japanese Koi BreederExample for a Japanese Koi Breeder
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BB Aquatics
Genki Nishikigoi
Arnhem-Koi-Paleis
Exos-Locius
Fisherman Großhandel
Famous German Nishikigoi Importers Famous German Nishikigoi Importers
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Classical definition: The „4 Ps“Classical definition: The „4 Ps“ProductPricePlacementPromotion
Interview with Stephan Schubert, professional Nishikigoi dealer in Germany
Marketing for NishikigoiMarketing for Nishikigoi
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Two target groupsTwo target groups
1. Hobby garden pond owner who buys his Koi dependent on its price2. Upper class people with high income. Choice dependent on colour
sample. High demand for “Japan Koi”
In general, men at the age between 20 and 50Huge demand in Japan, Germany and the NetherlandsMany customers like to stay anonymous
Home country: Japan, but also from Israel, Singapore, South Africa, Thailand and Malaysia
About 130 different breeding forms
Animal as a luxury good: Typical luxury good “Japan Koi”
Marketing - ProductMarketing - Product
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Depends on various factorsDepends on various factors
Japanese exporter; many different breeders and wholesalersWay of import; varies with the airline and the flight timeAmount of imported fishes in a single box; less Koi means more expensiveWay of animal husbandry; more Koi in a pond is cheaperQuality of feedingHealth careBloodline of his familyColour sample and size
Cheapest Koi with a size of 6-8 cm: 4-6 €, “Mastige” product
Expensive Koi: 35,000 € dependant on colour sample, usually “Japan Koi”
Most expensive Koi: US $ 500,000
Marketing - PriceMarketing - Price
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From a Japanese pond to the customer
Two typical distribution channelsTwo typical distribution channels
Direct sale at a Koi dealer1. The client orders directly by seeing the Koi or selecting the Koi from a
list, today even possible to buy Koi in a building centre 2. Journey with a Koi dealer to Japan or Thailand in order to buy the fish
from its “original” pond Import process: The Koi is transported in a box via airplane, customer has
to pay carriage, high safety precautions
Internet „online“ sale The client orders by only seeing pictures Less reliable, because one can not judge the
health state of a Koi Colour sample on a photo could vary from the real one
Marketing - PlacementMarketing - Placement
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Sales promotion
Only usual in Japan, e.g. raffles, ponds in restaurants
Marketing - PromotionMarketing - Promotion
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Classical advertising Newspaper ads and flyers at eventsIn Japan: TV spots and news
Personal sale High importance of consumer’s trust in the salesman
Direct promotion Posters and models are used to demonstrate a high rank of competence
PR Koi & Celebrities
Events International fairs, championships & Koi voyages
Marketing - PromotionMarketing - Promotion
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Product placement
Movie “The fisher and his wife”, 2004
Marketing - PromotionMarketing - Promotion
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Sponsoring
Only usual in Japan: Sponsoring of championship awards by all
kinds of companies
The new media
It is regarded as being wise to buy a Koi in a professional store to avoid differences in terms of colour etc. but a lot of e-marketing is used to address the potential client
Marketing - PromotionMarketing - Promotion
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Koi & CelebritiesKoi & Celebrities
Playboy Mansion West in L.A.: Stone bridge leading to the pond, roughly 20,000 gallon
Pamela Anderson: Publicity problem Wants to place her son's placenta in the pond
Ellen DeGeneres
Robin Leach
Examples for Marketing ActionsExamples for Marketing Actions
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Examples for Marketing ActionsExamples for Marketing Actions
Mick Jagger: Villa Mustique
Largest percentage found in the music business
Freddie Mercury: Spend thousands on Koi, after his death he left a Koi collection worth £ 10,000 each
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Examples for Marketing ActionsExamples for Marketing Actions
Joey KramerGeorge Harrison: Special love for Koi & goldfish, location of the pond is a secret
Frank Sinatra
Largest percentage found in the music business
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Examples for Marketing ActionsExamples for Marketing Actions
Exhibitions and ShowsExhibitions and Shows
In general: Number of visitors increasing Number of exhibitors decreasing: In Germany minus 40% Organisers often provide seminars Opportunity to demonstrate the quality & beauty of the Koi Divided into classes
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Examples for Marketing ActionsExamples for Marketing Actions
Exhibitions and Shows in EuropeExhibitions and Shows in Europe EXPO Hannover: - Each night the pond was a major attraction as the scene for an experimental theatre event - Interaction between nature & humans
BKKS England – Kent Koishow 2005
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Examples for Marketing ActionsExamples for Marketing Actions
Exhibitions and Shows in EuropeExhibitions and Shows in Europe Holland Koishow: - The world's biggest Koishow in Arcen
Interkoi in Germany
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Biggest European hall Koi show near Bielefeld, Germany European Koi championships 94 ponds, 696 registered Koi in 2006 More than 200 trophies, but only 9 “important” trophies Not only Nishikigoi championships, but also Bonsai challenge, shows etc.
InterkoiInterkoi
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visitors
0
2.000
4.000
6.000
8.000
10.000
12.000
2002 2003 2004 2005
year
InterkoiInterkoi
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number of exhibitors
0
10
20
30
40
50
60
70
2002 2003 2004 2005
InterkoiInterkoi
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European Grand Champion Jumbo Champion
Supreme Champion Adult Champion
Nishikigoi ChampionsNishikigoi Champions
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Examples for Marketing ActionsExamples for Marketing Actions
Exhibitions and Shows worldwideExhibitions and Shows worldwide Koi America:
- In Washington D.C.
Taiwan Koishow: - In Taipei - Held by Nishikigoi Keepers Society of China - In 2005: 65 Koi were entered in competition
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Boom in the Koi industry Boom in the Koi industry High demand for Koi High demand for Koi Breeding of Koi in small ponds Shortage of space leads to adoption of medical and chemical products Stress during the transport Injury of the sensitive mucous membrane Wrong handling Affection with parasites
KHV: Koi Herpes Virus diseaseKHV: Koi Herpes Virus disease May cause significant morbidity and mortality There is no known treatment for KHV Fish may develop a natural resistance following viral exposure if water
temperature is increased to 30°C
Counteractive measures: Disinfection of all materials and systems that have contacted the infected fish
Depopulation
Leads to high deficits for Koi dealers and breeders
RisksRisks
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Koi considered as financial investment
Dependence on economic situation
Decreasing demand for Koi in Germany
Koi considered as new luxury domestic animal
Koi as status symbol in society
Breeding of Tancho Showa as most popular variety
Future TrendsFuture Trends
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