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2015-06-01

USP, Unique Selling Proposition

先日、「外国人観光客が「笑顔で来店する」しくみ」という本を読みました。
I read a book called "how foreign tourists visit with a smile to your store" the other day.
얼마 전 "외국인 관광객이 웃는 얼굴로 방문하게 시키는 구조"라는 책을 읽었습니다.

そこには自国（例えば日本）で当たり前のことも、来日する方々にはきちんと説明すべきだ、それによって初めて消費などの行動に結びつけることができる、とありました。
The author recommends that we should explain to those who visit Japan accurately about things are so ordinary to Japanese. Otherwise it won't make them move actions such as shopping.
거기에는 자국(예를 들면 일본)에서 당연한 것도 일본에 오는 분들은 제대로 설명해야 한다, 그래서 처음 소비 등의 행동에 결부시킬 수 있다고 있었습니다.

コンビニや百貨店などで言えば、その歴史や展開店舗数など、数字などを含んで説明する。観光名所であれば、なぜそこが観光地になるほど歴史上の要所であったのか、それが今の日本文化・日常生活にどういう影響を与えているのかという点です。
When it comes to a convenience store and a department store, explaining with numbers such as the history or the number of stores. If they are historical places, why that place was so historically important and what kind of influence given to the Japanese culture now and the current daily life.
편의점이나 백화점이라면, 그 역사나 점포수등, 숫자 등을 포함해서 설명한다. 관광 명소라면, 왜 거기가 관광지가 된 정도 역사상 요소이었는지, 그것이 지금 일본문화·일상생활에 어떠한 영향을 주고 있는 건지... 이런 점입니다.

サービスもしかりで、その説明すべきポイントをUSP（Unique Selling Proposition。自分だけが持つ独自の売り）と呼ぶそうです。
You can say the same thing about the service and those points which are supposed to be explained called USP (Unique Selling Proposition).
서비스도 그렇고 그 설명할 포인트를 USP(Unique Selling Proposition)라고 부른다고 합니다.

週末、その具体例に偶然出逢いました。JR三島駅、新幹線口の売店です。
I found an example this weekend by chance. It was a kiosk at JR Mishima station (Shinkansen area).
이 주말, 그 구체예에 우연히 봤습니다. JR미시마역, 신칸센입에 있는 매점입니다.

「うなぎパイ」の原料と、この売店で一番人気ですよ、という点を多言語でアピールしています。Wikipediaに載っているキャッチフレーズまで説明するともう一つ越えた、という感じでしょうね（笑）

They wrote a sentence to explain that "eel pie" ingredients and it's most popular item at this store by multi-lingual. If they added Wikipedia-level trivia, it'd be even better.

"뱀장어 파이" 원료와, 이 매점에서 가장 인기있다, 그 점을 다언어로 어필하고 있습니다. Wikipedia에 실려 있는 트리비어까지 설명하면 더 재미있었을 텐데요 ㅋㅋ

でも「（自分が立ち寄った、ある）日本の売店で一番売れているお菓子だよ」と自国の友人や家族に紹介して、悪いイメージを持つことはまず無いと思いますから、これだけでもただ商品名と価格だけよりはよいのではないでしょうか。他に比べて品薄気味だったのも効果を物語っている証拠だと思います。

But even that one line explanation, tourists can get better idea about this product, can't they? Much better than just name and price. I think it works just fine since they have less stock at a shelf. It says it all.

그러나 심지어 한 줄의 설명인데 관광객들은 이 제품에 대한 더 나은 아이디어를 얻을 수 있겠죠? 다만 이름과 가격보다 훨씬 좋고, 선반에 보이는 재고가 적기 때문에 그게 판매 잘 된다고 생각합니다.

2013-01-12

VENEX

皆さん、寝るときはパジャマ？　スウェット？

What you wear when you sleep?

잘 때는 뭣을 입어요?

私は昨年の秋からパジャマの下にこれを着ています。

I'm wearing this under pajamas from last autumn.

저는 지난해 가을부터 잠옷 아래에 이것을 입고 있는데요.

VENEX

キャッチコピーは「運動する時に着てはいけないスポーツウェア」。
Tagline is "Do not wear this sportswear when you do sports."
캐치 카피는 "운동 할 때 입으면 안 된 스포츠 웨어."

リカバリーを目的に作られた衣料で、出てすぐその存在を知り、ユーザーボイスでもかなり評判高かったので気にはなっていました。

리커버리를 목적으로 만들어진 의류이는데, 나 오자마자 그 존재를 알고, 평에서도 꽤 평판이 높았기 때문에 궁금했어요.

でもすぐに買わなかった理由は…
But a reason why I didn't but it immediately, because...
그렇지만 곧바로 사지 않은 이유는...

理由１：リカバリーを助ける理由がピンとこなかった
Reaon 1: I didn't get a reason well why it helps recovery of a body.
이유 1 : 리커버리를 도울 이유가 감이 오지 않았다

「リカバリーウェアの繊維に練り込まれているPHT（プラチナハーモナイズドテクノロジー）は、運動後の身体が自らリラックス状態へ導かれることをサポートし、本来身体が持っているリカバリー能力を無駄なく発揮できる環境へと導く」（公式HPより）という何とも科学な理由で、化学科出身の私も二の足を踏みました（苦笑）。プラチナにそんな効果があったかしらん？　と…
An official site explains that "PHT (Platinum Harmonized technology), which is kneaded into fibers make your body after exercise relaxed smoothly." I was hesitant to buy it, even I was Chemistry major ;-p I was like, "was there such an effect with platinum...?"
"리커버리 웨어의 섬유에 반죽지고있다 PHT (플래티넘 하모나이즈드 기술)은 운동 후 신체가 스스로 편안한 상태가 되는 것을 지원하고 원래 신체가 가지고 있는 리커버리 능력을 낭비없이 발휘할 수 있는 환경에 이끌다" (공식 사이트에서). 화학과 출신인 저도 주저했어요 ㅋㅋ 백금에 그런 효과가 있었나요? 라고...

しかもこのダイアグラムが微妙です（←失礼）。覚醒するのかと思いました、最初。
And I was not sure what this diagram meant. I thought first that it would make us awake or get hyper.
게다가 이 다이어그램이 약한 미묘하죠? 각성하는 것으로 생각했습니다, 처음에 봤을 떼.

理由２：やや、お高い

Reason 2: Little bit expensive.

이유 2 : 약간 가격이 높다 ㅠㅠ

一番基本形で9450円。

「え、Tシャツに１万円？」。普通そう考えてしまいますよね。

私もそうでした。

9,450 yen for a very basic form.

"What? 10,000 yen for just a T-shirt?" We usually think so, don't we?

So did I.

가장 기본형으로 9,450 엔 (약 11만 원). "T 셔츠에 1만엔?" 보통 그렇게 생각하고 버리는군요.

저도 그랬어요.

それがなぜ購入をすることになったかというと、トライアスリートの友人でもあるTさんから「あれは効くよ！」と太鼓判をもらったからです。

The reason why I made a purchase is because I got a vouch a friend of mine who is triathlete. She said "It works!"

그런데 왜 사게 되었는 가하면, 트라이 선수인 친구 T 씨가 "그건 효과가 높아!"라고 확실한 보증을 받았어서요.

で、アートスポーツさんに買いにいって話を聞いた店員さんもトライアスリートで着用しているとのこと。「効果は人それぞれ違う。目覚めがすっきりする人もいれば、何となく調子がいい程度の人もいる。もし、しばらく経っても効果が分からなければ着用を止めてみればいい。そうすれば次の日違いがわかるはず」との言葉に購入を決意。

And a clerk at artsports whom I talked with was also triathlete and she wore it too. She also said "How it works is depends on people. Someone might get up with really refreshing and the others might think that it's hard to say but somehow feel good. If you don't know how work to you, just stop wearing it for a while. Then you'd know a difference next day.

아트 스포츠에 사러 이야기를 들었다가 점원도 트라이 선수이고 착용하고 있는 말이에요. "효과는 사람마다 다르다. 눈이 시원해 사람도 있고, 왠지 컨디션이 좋은 정도. 이런 사람도있어요. 만약 잠시 지나도 효과가 모르시면 착용 중지 보시면 돼요. 그러시면 다음 날 차이를 알게 될거예요"라는 말을 듣고 샀어요.

実は取り寄せ商品だったので待っている間「キャンセルしようかな…」とちらっと思ったのですが、「届きましたよ〜」と連絡があったので観念して（？）素直に購入。

Since I had to order it and wait for a bit, I had a thought "Shall I cancel it...?" while waiting, but got a call from a shop that it's delivered so I went there to pick it up.

사실 매장에 없어서 주문해야했기 때문에 기다리는 동안 "취소 할까..."라고 일순간 생각 했는데 연락이 와서 체념하고(?) 그냥 샀어요.

着てみた翌朝、効果が分かりました。

The first next morning I wore, I found how effective it was.

입어 본 다음날 아침, 효과를 잘 알게 됐어요.

目覚まし時計のアラームが分からなかったくらい、深く眠っていたのです（平日だったのであわてましたが・苦笑）。ぐっすりでした。

I slept really deeply. I didn't even notice when alarm rang. I was fast asleep. (Well, it was a weekday, so I was bit surprised when I got up though)

알람 시계의 서리가 몰랐던 만금 깊이 잠 들어있었요~^^ (평일 이었기 때문에 일어난 때 좀 당황했지만 ㅋㅋㅋ). 푹 잤어요, 정말.

それから毎日着ていますが、私の場合、眠りが深いということで効果が出ているようです。平日寝過ごすことはなくなりましたが（笑）。

Since then, I wear it every day, my effect seems to have a deep sleep. I can no longer sleep in on weekdays though ;-)

그 때부터 매일 입고 있는데 제 경우는 잠이 깊은 효과가 있는 것 같아요. 평일 늦잠 자기는 없어지지만 ㅎㅎ

それにしても前述のPHTがどうして身体にそのように作用するのか、ちょっと調べてみたいところです。

But why PHT works that way to our body, I'd like to check on it though.

하지만 PHT가 왜 몸에 그렇게 작용하는지 조금 조사해 보고 싶은 곳인데요.

追伸：

今見たら愛犬用ウェアもできていてビックリ。

PS:

I'm surprised to see there is dog's wear comes out now!

PS:

지금 사이트를 보니 애견 용 옷도 나서 깜짝 놀랐다 @_@

2011-10-12

item: FILA's Skele-Toes

前回、関連項目を紹介したFILAの４つ割つま先シューズSkele-Toes（骸骨＝スケルトンをもじっているらしい）。

FILA's four-toe shoes, Skele-Toes, which I introduced related story here.

アップは薬指と小指が一緒に入る指先ポケット。

An up-close shot is where pinky and Third finger are in.

こちらBirthdayshoes.comにてVibramとの比較がされています。

Birthdayshoes.com compares them with Vibram.

things: footwear industry in Busan

10月10日、釜山でKBSの朝のニュースで見ました。動画はこちら。

I saw this in the morning news at KBS in Busan on October 10. Its video is here.

5本指シューズについてはこれまでに何度か書きましたが、FILA社の4つ割つま先シューズ（薬指と小指は一緒に入れる）は約２年前にアイディアが出されたそうです。

I wrote about five fingers before, but FILA's Skete-Toes (four-toe) shoes' idea was born two years ago.

中国で大量生産のために工場を探していましたが、指を分けるための上下に縫製するラインが組み込めない。

They were looking for a factory in China for mass production but a sewing machine goes up and down for dividing a finger cannot be set in a production system.

「一般的には［つま先は］ただ丸く縫えばいいが、これは上下上下に縫わなければならない」。FILA社USA社長のジョン・エプスティン氏。

"we sew just round in general, but this has to go up-and-down." Mr. John Epstein, FILA USA president.

そこで釜山在社の靴の縫製会社が新しい縫い型（システム）を作り、大量生産が可能になりました。NYのタイムズスクエアのある店舗では1週間に50~100足売れているとのこと。

Then, a shoe sewing company in Busan made a special system for them and made it possible. Now between 50 and 100 pairs of shoes per week are sold at one store in Times Square in NY.

釜山は履物産業で有名だったんですね。現在韓国で売られているナイキシューズにはMade in China, Made in Vietnamと書かれている商品が多いそうですが、実は韓国資本の工場をベトナムや中国に作り、現地生産。そこから輸入しているので表記上そうなっているだけだそうです。（履物産業PRセンターHPより）

I didn't know Busan has been famous for footwear industry. They said that Nike shoes sold in Korea now has Made in China or Made in Vietnam seals on them but it's actually those factories are built with South Korean's capital. They made outside of Korea and import them, so it's only a notation issue. (Footwear industrial promotion center's website)

釜山国際スマートシューズ＆パーツフェアも10月14日から開催されるようですね。（しかしスマートシューズって…笑）

BISS (Busan International Smart Shoes and parts fair) will be held from October 14. (Now we have not only smart phone, but also smart shoes, huh?)

来年はどんなランニングシューズが登場するのでしょうか？　楽しみです。

What kind of new "smart" running shoes will be out next year? Look forward to them.

2011-10-03

item: Trail Running mag no.8

もう発売になっています、Trail Running magazine no.8。

Trail Running magazine no.8 is out at a book store now.

今回は

●東北：秋田駒ヶ岳 p036-043

●ニューカレドニア p082-086

●run like a girl p106-109

そしてあともう１本どこかに…！

寄稿しています。

I contributed:

• Tohoku: Akita Komagatake p036-043

• New Caledonia p082-086

• run like a girl p106-109

and one more story at somewhere in a magazine...!

機会あれば、お手にとっていただければ嬉しいです。

If you have a chance, please have a look.

2011-06-11

things: protein within 30 min.

「運動の後、30分以内にプロテイン（たんぱく質）を摂取するとダメージを受けた筋肉の修復・疲労回復に効果的」とよく耳にしますね。グリコーゲンの貯蔵量が例えば２時間後に比べ、約３倍だそうです。

"If you take protein within 30 min. after your exercise, it would work to repair your muscle damage efficiently." An amount of storing Glycogen is three times than one from doing the same two hours later.

こちらに回復を早めるお手軽メニューが載っていました。炭水化物：たんぱく質＝４：１が黄金比とな。メモメモ…　っと。

There are some simple menus to recover quickly. Carbohydrate:protein=4:1 is the golden ratio, they said. Gotta remember that.

プロテインに含まれるアミノ酸は、免疫力を高めるのにも一役買っています。

Amino acids in protein also helps to stimulate the immune system.

でもプロテインパウダーの入った大きなカンカンを買うのも全部食べきれないかも…　と思ったあなた（私も含む）。体重1kgあたり1.1gと言われているので必要量の全量は無理ですが、一部を豆乳で摂取するって手もあります。

But "I'm kinda hesitate to buy a big can of protein..." I agree. 1.1g/your weight kg would be needed, so you can't take it all from soy milk, but can do some.

最近はいろんな味の豆乳が出ていて、スーパーで目移りしてしまうほど。

私はいつも着替えを入れておくロッカーに１本入れておきます。そうするとランから帰って来て常温の豆乳を飲める、というわけ。

You can find various kinds of soy milk at supermarket recently, can't you?

I always leave one in a locker before running. Then, I can have it at room temperature after running.

我が家では小さい頃から夏でも熱いお茶な家庭でしたので、冷たいものはホント、飲まないんです。

My family drink hot tea in the summer too, so I really do not have something cold to drink.

でもアイスは食べますよ：）特にハーゲンダッツを！

But I eat ice cream : ) Especially Häagen-Dazs!

以前１回、おフロに入りながら食べてみたことがありました。

I had it in the bath once before.

「おフロでだなんてお行儀の悪い！」と思われたかもしれませんが、感化されたのは昔（94年ごろ）このCMを映画館で見てしまったからなのです…（と言い訳をしてみた）。

Bad manner? Well, you can say that. But I saw this CM at theater and wanted to try it so badly.

それにしてもYouTubeには何でもありますな。

btw, you can find anything at YouTube.

2011-05-03

item: music

皆さんは走る時に何か聴きながら走っていますか？　

Are you listening to something when you run?

これは私の3代目iPod shuffle。外を走るときは危ないので、イヤホンは片方だけにしています。

This is my third iPod shuffle. I use only one earphone when I run outside. It was really close to get snatched by a car once before and once was enough.