[Bon Holiday Special 02 | Agenda 304] The 'Eye for Value' that Multiplies Worth by 10. Survival Strategies SMEs Should Learn from the Luxury Business

When I face many business owners in my daily consulting work, I hear voices of anxiety every day saying, 'Won't it not sell unless I lower the price?' or 'I can't escape the price competition with other companies.' However, is lowering the price really what is necessary?

When you finish reading this article, the pain you feel about 'selling your company's products cheaply' should have turned into an 'overwhelming excitement' that will make your business from tomorrow onwards interesting.

Article Summary

• Summary: Japan Ticket, which handles travel planning for foreign tourists, is unearthing Japan's hidden culture and technology and developing high-value-added travel products for the wealthy that 'add a zero' to the price. By redefining the genuine value that has been sold cheaply, such as private rock zazen meditation at an old temple in Yamanashi or a 6.5 million yen production plan at a sword smithy in Gifu, they are achieving both the inheritance of local traditional culture and monetization.Source: Nihon Keizai Shimbun (dated July 22, 2026)

• 3 Key Points:

  • Instead of just raising prices, set appropriate prices by adding the 'extraordinary' and 'story' that customers seek.

  • Collaborate with local key persons to build authentic experiences that no one else can imitate.

  • Breaking away from selling cheaply will open up a sustainable future for traditions and technologies suffering from a shortage of successors.

The 'Customer Pain' Behind the News

The '6.5 million yen sword smithing experience' and 'private rock zazen' featured in this article might seem like special news for a portion of the ultra-wealthy at first glance. However, the essence hidden here is the 'essence of pricing power' that applies to all SMEs, regardless of size.

From my perspective, having been involved in handling complaints and the gritty work of turning around sites for many years, many Japanese companies suffer from the 'disease of underestimating their own value.' Despite having wonderful products and services that have taken time and effort, and are imbued with the skills of craftsmen and the sweat of employees, they voluntarily step into the ring of cheap selling out of fear that 'if it's too expensive, it won't be bought.'

What the wealthy are looking for is not cheapness. It is 'experiences that can only be obtained there,' 'the creator's story,' and 'one-of-a-kind value.' Realizing this essence and resetting prices appropriately is the greatest opportunity currently demanded of Japanese SMEs.

Practice: Things You Can Do Immediately on the Front Lines Starting Tomorrow

You don't need a budget or large-scale meetings. Just by changing the words you say to your on-site employees or craftsmen tomorrow, you can take a small step that will change the atmosphere of the company.

• Step 1: Redefine your company's 'overlooked value'

  • Dare to verbalize the 'attention to detail' that has become so much a part of daily routine that you no longer notice its value yourselves.

• Step 2: Imagine the Customer's 'Experience Value'

  • Instead of selling products, think about 'what kind of excitement or story the customer will gain by obtaining them.'

• Step 3: Dare to Raise the 'Top Tier' of Your Options

  • Review the price and content of the plan or service your company is most confident in, and try offering a more authentic, high-end option.

A Cheer from Your Strategic Advisor

The work and technology we are engaged in hold wonderful, untapped value that has yet to be brought to light. Instead of selling it off cheaply, why not take another look at whose heart it fulfills and how?

How many zeros can you add to the true value of your company's work?

'Let's work hard together.'

▼ For consultations, contact your President's Advisor

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