"Gaia's Dawn" broadcast on Friday, September 24 (every Friday 10:00).This time, I found out the needs that I haven't noticed yet in everyday life, and adhere to those who create unprecedented products.The camera followed the forefront and struggle.

There is a hit, but no big hit is born ... Calbee noticed the people's "naked true intentions"

The major snack "Calbee" has been producing hit products every 10 years since the "Kappa Ebisen" released in 1964, such as "Potato Chips", "Frugra" series, and "Jagariko". However, recently, we have not been able to create such a huge hit product easily. "It is becoming quite complicated to see what hits and what is required," said Shuji Ito. The headquarters classifies the "food scene" in life into 13 and thoroughly analyzes what needs each have. Then I could see something. "Calbee" has been highlighted that the sales of snacks using potatoes account for about 60 % of the total (domestic), which has not been able to meet the diversified needs. Male employees say, "Calbee products are only supported. It is impossible to respond to diverse eating habits only with potatoes." The hit vein should be asleep in an untouched area ... In order to dig up this, the Calbee Future Lab, a development base in Hiroshima City, Hiroshima Prefecture, the founding of Calbee, has begun a new initiative. In a workplace with a stylish kitchen or digging -style -style parlor, a total of seven staff members exchange opinions and work hard to work. Four of the members are from "Calbee", such as metal trading companies and Hiroshima prefectural governments. They are special teams collected to create new hit products. A large amount of sticky note that is stuck all over the wall with a trump card to create a hit. Each piece, "The wife is alone after sleeping alone," "I don't want to meet my mother -in -law, so I return home late," "My wife is scared! The naked true intentions collected from young and old men and women are described. Not only food but also life in general, some products actually came from here. The toast -only curry and stew "Nose ♪" were born in the wake of the voice saying, "Before her daughter goes to the cram school, she will eat something that accumulates in her stomach" (female employee in her 50s). It is easy for children to be able to be easily sold in bread and bake in the range, and will be sold in earnest in December. The voice of "I want something that can be eaten by watching baseball" was a snack "Furu Shaka!" When shaken, the seasoned flour spreads and becomes more delicious. However, this new base has not yet been called hit products. Katsunori Kato (44), who has been involved in Kappa Ebisen's new flavored products, has a sticky note that has been very concerned recently. It is a compelling voice of those who are suffering from smell, such as "I am worried about my smell because it is sensitive to the smell." As we deepen the discussion, it can be seen that there are a number of products against the smell of themselves and rooms, but "products that can deal with the smell of public spaces themselves" are undeveloped. In early September, a helper visited Calbi Future Lab. Erika Terada, an expert from aromabit, a venture company that studies the smell. According to Terada, she adds a vanilla smell to the smell of the "socks she wears", and it will smell chocolate. She's a real story like a lie, but Terada -san can use the mysterious nature of the smell to convert it into a good smell by eating sweets in a unpleasant smell space. suggestion. A confection that turns into another smell by adding a smell that is unpleasant ... The direction of product development has been seen, but what kind of new products will Kato and Terada's tags create?

Aiming for the "one person" demand of rapid growth corona with a unique idea

"Goro sleeping desk 2" (4,980 yen), which allows you to manipulate your computer while lying on your back, "Electric Knife SLIM" (5,980 yen) with a beautiful cross section, and a dishwasher "Rakua" (29,800 yen) without water. ) The popular manufacturer "Sanko" with unique home appliances. Headquartered in Akihabara, Tokyo, we have released products that meet niche needs that major companies do not make. Sales, which were 1.7 billion yen in 2019, increased to 4.4 billion yen in 2020. It is growing rapidly by capturing the demand for Corona. The headquarters office in Akihabara has an employee who works for development, and the prototype products are lined up everywhere. President Hiroyasu Yamamitsu is the one who bundles employees with individuality. One day, I took my employees at Bic Camera AKIBA, a consumer electronics retailer near the head office. The aim is to check the new works of a major manufacturer and search for "gaps" that they are not covered. President Yamamitsu says, "It's a" gap ", so it's narrow, but when you enter the actual" gap ", the back is more wider and there are new worlds. I will go. " In "Sanko", the rule is that all 49 people, from employees to part -time jobs, write things that are likely to be new products once a week. Hints found in conversations with family and visitors can be raised on the internet bulletin board in the company. "I want to open the window even if I have a wife with hay fever" and "I can see at a glance what the refrigerator is." It is said that about 10 of them lead to commercialization. A neck cooler that can be commercialized and hit the most is the neck that can cool the neck just by hanging it. The series exceeded 790,000 units, and a large line was formed in front of the Sanko directly managed store. However, at the beginning of the release three years ago, the reaction was slow. Therefore, first of all, it is a strategy to sell with a small number and gradually increase the number while improving. It was said that the request from the buyer was firmly incorporated, leading to an explosive hit. What "Sanko" is focusing on is product development that meets the needs of living alone. "Super -express lunch box rice cooker for one person" (6,980 yen) has 110,000 units sold. "Homemade yakitori maker 2" (6,280 yen), which can make yakitori alone, captured the demand for nesting in corona and was ignited. In order to aim for further hits with a strong "one -sided home appliance", Mr. Muko (28), the product planning department, was overtaken by a new project. He is a newcomer who has joined the company, but for the first time, he was in charge of development from scratch. Mr. Mukogo joined the company mid -career and used to work at a game shop next to the Sanko directly managed store. One day, he saw a queue for a neck cooler and was interested in what kind of person developed and changed jobs. "Opportile Home Appliances", which Mr. Mukogo challenges, is an "electric flyer for one person", which makes fried food with electric heat. An attempt to use electric flyers for large groups. The aim is to be a flyer who is particular about the details, such as fried in a small amount of oil and easy to discard the oil, but it is really ──. If you want to see this broadcast, go to "TV Tokyo Biz"!