February 10, 2023
talks, 令和４年度岡山県花き共進会表彰行事_岡山県花き消費拡大セミナー, サンロード吉備路 コンベンションホール「雪舟」（岡山県総社市三須）Sunroad Kibiji, Sojya, Okayama pref, Japan
岡山県花き生産協会、岡山県花き消費拡大実行委員会主催。県内花き生産者の品評会受賞者表彰式に合わせて、花きの消費動向にかかわるセミナーが開催された。講師として招聘、以下の内容で講演。
構成：【1】花き消費の趨勢 花き支出の構造変化 【2】購入状況 購入率、用途、重視点、好み、飾る場所 【3】小売（販路）別の顧客評価 花店の利用状況、顧客目線の評価 【4】可能性と課題 成功例 課題は花きの「品質」とサステナビリティ
内容：長期の家計支出データを分析すると、花き消費は「国内の」「他の商品・サービス群」に対して劣勢にあり、付加価値を取れないまま、減退が続く構造に陥っていることがわかる。講演では、統計や独自調査のデータを駆使し、花の消費および販路（小売店）について、生活者の実態と評価を読み解く。他分野と同水準の品質管理、商品政策、コミュニケーションを導入して花を売る試みや、他業態とのコラボには、再活性化のヒントがあるのでは。日本＆岡山の花きの可能性を探る。
The event was organised by the Okayama Prefecture Flower Growers Association and the Okayama Prefecture Flower Consumption Expansion Executive Committee. A seminar on trends in flower consumption was held in conjunction with an award ceremony for flower fair winners among floral growers in the prefecture. I was invited as a speaker.
Contents: 【1】Trends in flower consumption Structural changes in flower expenditure over decades 【2】Purchasing behaviour Flower purchase rate, uses, preferences (with the focus on sweet pea and gentian) and places to display 【3】Customer evaluation by retail formats (sales channel) Flower shop usage and evaluations from the customer’s perspectives 【4】Opportunities and challenges Successful examples. Challenges lie in the ‘quality’ dimensions especially in the areas of sustainability of flower production.
Summary: Longitudinal cross-sectional household expenditure analysis reveals that Japanese flower industry has been becoming inferior to the ‘domestic’ ‘other products and services’. Accordingly, the flower expenditure continues to decline, without being able to generate added values. The presentation employes a slew of data from national statistics and independent surveys to cast lights on the current situations of flower consumption and evaluations of customers by sales channels (retail outlets) as well as prospective customers . There may be hints for revitalisation in the attempts to upgrade the quality control, product policy and consumer communications to the levels that are equivalent to other industries. In this presentation, I tried to explore the potentials of floriculture in Japan & Okayama.
（Note: This is beyond the theme of the presentation, but the relative inferiority of the Japanese floriculture as an industry vis-a-vis other “domestic” goods and services may be better explained by applying comparative advantage theory. Also, if raw data of national household expenditure survey is available, it would be very exciting to explore the peculiar nature of recent Japanese flower consumption patterns in terms of income elasticity of expenditure, which may lead to further discussion over additional value and productivity.)
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