Craftal Kev Pab Cev Khoom Noj Mov Los Ntawm Kev Xaus Npe los ntawm Culture Generation Japan

Qhov qauv tsim Craftal Kev Pab Cev Khoom Noj Mov Los Ntawm Kev Xaus Npe los ntawm Culture Generation Japan yog tus yeej muaj nqis heev ntawm qhov khoom plig 2022 A' Design Award Tooj hauv Pawg Sib Tw Tsim Kev Coj Noj Coj Ua thiab Kev Lag Luam Kab Lis Kev Cai.

ToojKev Coj Noj Coj Ua· 2022

Craftal Kev Pab Cev Khoom Noj Mov Los Ntawm Kev Xaus Npe

los ntawm Culture Generation Japan

Tus Neeg Siv: Craftal

Tus Yeej A' Design Award Tooj hauv Pawg Kev Coj Noj Coj Ua

17,491

Tus Yeej Khoom Plig Tau Txheeb Xyuas

Txheeb Xyuas Qhov Xwm Txheej Khoom Plig rau #139328

Mus Saib Lub Vev Xaib Saib ntawm A' Design Award Tsab Xov Xwm Daim Phiaj Khoom Plig

Xim

Qhov Tsim

Txog Craftal Kev Pab Cev Khoom Noj Mov Los Ntawm Kev Xaus Npe

Craftal yog ib qho kev pab cev khoom uas muab cov khoom noj mov Nyij Pooj ua tes ua rau cov tsev noj mov thiab tsev neeg siv. Cov neeg siv yuav xaiv peb caug daim khoom ntawm ib lub tsev qhia khoom tiag tiag lossis ntawm ib phau ntawv qhia khoom hauv internet, thiab muaj ib tug kws pab txhawj txog kev xaiv khoom. Cov khoom noj mov ces yuav raug xa mus rau lawv siv sim ntawm sij hawm peb lub hlis. Tom qab peb lub hlis, cov khoom ntawd yuav muab hloov lossis xa rov qab tau. Cov khoom uas xa rov qab yuav raug kho thiab tu ntawm ib lub chaw faib khoom ua ntej xa mus rau lwm tus neeg siv. Qhov kev pab no txuas cov Kws Ua Tes Ua nrog cov neeg uas siv lawv cov khoom, txhawm rau kom cov lus qhia ncaj qha thiaj pab tau txhim kho cov khoom kom zoo dua qub.

Qhov Lees Paub

Txog A' Design Award Tooj

Craftal Kev Pab Cev Khoom Noj Mov Los Ntawm Kev Xaus Npe yog tus yeej ntawm A' Design Award Tooj, ib qho kev lees paub muaj meej mom heev uas muab rau cov qauv tsim tshwj xeeb uas txawv los ntawm kev tsim tshiab, kev txawj tsim thiab kev ntse. Cov neeg yeej Tooj yog cov khoom muaj txuj ci heev thiab tsim tshiab heev uas ua pov thawj txog kev paub ntau, kev xav thiab kev txawj ua ntawm cov kws tsim qauv. Craftal Kev Pab Cev Khoom Noj Mov Los Ntawm Kev Xaus Npe xav tias yuav yog ib qho khoom uas neeg hwm, qhuas thiab hlub, uas tshaj lij heev thiab tsim tshiab. Cov qauv tsim yeej A' Design Award Tooj no siv cov kev coj ua zoo tshaj plaws ntawm kev kos duab, kev tshawb fawb, kev tsim qauv thiab thev naus laus zis thiab zoo heev vim nws saib xyuas cov ntsiab lus. Craftal Kev Pab Cev Khoom Noj Mov Los Ntawm Kev Xaus Npe ua tau raws li cov kev xav tau zoo kawg, kov cov kev xav, ntxias cov kev xav thiab txhawb kev xav paub.

Tom Qab Qhov Tsim

Pob Xov Xwm

Cov credit, cov neeg pab thiab cov ntsiab lus kev txawj ntse muab los ntawm tus tsim.

Yam Tshwj Xeeb: Craftal is a subscription service that provides Japanese craft tableware to restaurants and households, fostering a new environment where people can meet a wide variety of traditional crafts from all over Japan. This platform to solve these issues faced by both the restaurant side and the craftsmen, and we have now we started working directly with chefs to develop highly usable tableware products by incorporating their feedback and experiences.
Qhov Loj & Ntim: The current scale of the business is as follows: 1) More than 300 products available, 2) Over 30 restaurants, 3) Over 50 end-users, 4) Over 50 craftsmen and artisans, 5) Over 500 people participating in trial events.
Cov Ntsiab Lus: Japanese traditional craft industry, Japanese tableware, subscription service, craftsmanship, Japanese craft, circular economy, sustainability, craftal
Thev Naus Laus Zis Tsim Khoom: Craftal’s business model was designed to solve problems faced by both craftsmen who make tableware and the restaurants who use them. For craftsmen, it is difficult for them to sell expensive products, but it is difficult for them to expand their craft if they only make pieces that can be sold cheaply. For restauranteurs, buying a wide variety of tableware is expensive, especially because they have to rotate it seasonally to pair with changing dishes depending on the time of year.
Kev Sib Tw Tsim Qauv: When Craftal was first launched, COVID-19 infections began to spread around the world in early 2020. Since our initial target, which consisted of restaurants that were negatively impacted by this, we had a difficult time promoting the service. Our response was to start a B2C service targeting individual households and we were able to increase awareness of the service this way. Also, we tried to appeal to a larger group of customers, and realised there was a need from restaurants specialising in Western cuisine, which we did not foresee as our initial focus on just Japanese restaurants.
Kev Tshawb Fawb: We conducted interviews with numerous hotels and restaurants and found that for restauranteurs, they wanted to purchase a wide variety of tableware to pair with seasonal menus, but there were three main barriers to this: 1) price, 2) storage, 3) opportunity cost (ie. time spent researching and purchasing).

Also, we learned that there are many levels of middlemen, which means that craftsmen cannot directly get feedback from the restauranteurs, affecting standards for product development.
Kev Txhawb Siab: The Japanese traditional craft industry is facing problems such as declining sales, labor shortage, product development, and lack of ability to develop sales channels in each process from production to sales due to the division of labor.
On the other hand, although there is a need for restaurants to use traditional crafts, there are not many opportunities to purchase them because of the time and cost involved.
This service was created in the process of thinking of ways to solve such problems.
Lub Sij Hawm Ua Hauj Lwm: The service was first established in June 2019 in Tokyo as a B2B platform connecting restauranteurs and craftsmen in Japan and is still continuing to this day.
Targeting individual households, the B2C service was launched in May 2020 to address people spending more time at home due to the spread of COVID-19 infection.
Txheej Txheem Ua Hauj Lwm: 1. Users select 30 tableware pieces from the physical gallery or online catalog. Specially tailor-fit selections based on consultations by a curator is also available.
2. Once inventory is confirmed at the distribution center, the tableware will be sent to the restaurant for an initial trial period of three months.
3. After three months, the customer will either exchange or return the tableware pieces, and those returned will undergo maintenance at the distribution center before being sent to use at another restaurant.
Cov Tswv Cuab Pab: Producer: Takuya Hotta
Director: Hideya Izawa
Designer: Shugo Urata
Curator: Aki Yasuda
Planner: Takahiro Tsuchida
Planner: Yumi Takahashi