02

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Show Outline of the Show

49th Supermarket Trade Show 2015

“Sou” Nippon, To build up affluent local community

Tokyo International Exhibition Center (Tokyo Big Sight), East Hall

February 10 (Tue.) – 12 (Fri.), 2015 (for 3 days) 10:00am – 5:00pm

New Supermarket Association of Japan

Space Media Japan Co., Ltd.

Ministry of Economy, Trade and Industry/ Ministry of Agriculture, Forestry and Fisheries/ Ministry of Health, Labour and Welfare/ The Tokyo Chamber of Commerce and Industry/ U.S. Agricultural Trade Office, The Embassy of the United States of America/ The ICE-Italian Trade Agency/ Economic and Commercial Office, Embassy of Spain/ Office of Commercial Affairs Royal Thai Embassy/ Embassy of the Republic of Poland/ Embassy of Malaysia in Tokyo/ Taiwan Trade Center, Tokyo/ Food Marketing Institute Japan

Japan Consulting Institute for the Betterment of Retail-Business/ Japan Food Industry Center/ Organization of Food-Marketing Structure Improvement/ The Foodstuffs Foundation of Agricultural and Commercial Interchange Association/ National Celco Group Headquarters/ National Meat Fair Trade Conference/ National Chamber of Agriculture/ Japan Dairy Council/ Digital Signage Consortium/ Japanese Material Handling Society/ Japan Processed Foods Wholesalers Association/ Japan Canners Association/ Japan Retailers Association/ Japan Chicken Association/ Japan Meat Information Service Center/ Japan Council of Shopping Centers/ Japan Consumer Co-operative Union/ Japan Specialty Store Association/ Japan Meal Replacement Association/ Japan Chain Stores Association/ Japan Association of Chain Drug Stores/ Japan Food Service Equipment Association/ Japan DIY Industry Association/ Japan Agricultural Standards Association/ Japan Department Stores Association/ Japan Food Service Association/ Japan Franchise Association/ Japan Packaging Institute/ Japan Voluntary Chain Association/ Nihon Rangyo Kyokai Association/ Japan Frozen Food Association/ Marketing & Research Institute for Agricultural Cooperatives/ Rural Culture Association/ The Distribution Economics Institute of Japan/ The Distribution Systems Research Institute/ The Institute of Marketing & Distribution Research

Internet Journal/ The Environmental News/ KYODO NEWS/ The Air-conditioning Times/ Retail Economic Journal/ KOKUSAI SHOGYO publishing/ The Shogyokai Publishing/ Shogyo Keizai/ Jyozo Sangyo Shinbun/ Shokukei/ Shokuhin Sangyo Shinbun/ The Japan Food News/ The Shokuryo Jokai Shinbun/ Food News/ The SUISAN-KEIZAI/ The Suisan Times/ The Senken Shinbun/ Sougo Ryutsu Network/ DIAMOND-FRIEDMAN/ Teikoku Inshokuryo Shinbunsha/ Nikkan Keizai Tsushin/ Nikkei Business Publications/ Nihon Shokuryo Shinbun/ The Japan Agricultural News/ Home Center Institute/ Press The Nokei Shimbun/ Value creator/ Food Navigation Japan/ Minato-Yamaguchi/ Ryutsu Journal/ Ryutsu Label/ Reito Shokuhin Shinbun

1,580 companies and institutions, 2,881 boothsOverseas Exhibitors: 90 companies, 124 booths, 11 countries and regions(Belgium, China, Italy, Korea, Malaysia, Poland, Spain, Sri Lanka, Taiwan, Thailand, USA)

JPY5,000 *Only charged to visitors without an invitation ticket

Keynote Lecture, Reception Party and Seminars

DELICATESSEN TRADE SHOW 2015　Organized by DELICATESSEN TRADE SHOW Executive Committee [23 companies] East Hall 1The 10th Kodawari Food Fair 2015　Organized by Japan Food Industry Center [174 companies and institutions, 120 booths from 36 prefectural 　and city governments] East Hall3

（as of February 5, 2015）

(in the order of the Japanese syllabary)

(in the order of the Japanese syllabary)

Title

Theme

Venue

Date

Organizer

Overseas Secretariat

Official Supporters

Supporters

Collaborators

Exhibitors

Admission

Events

Concurrent Show

03

Opening Ceremony The 5th “Good Design Booth Award 2014” Awards Ceremony

Figures of SMTS 2015

Opening Ceremony

Visitors

Exhibitors and Booths Transition in the past 3 shows

Time February 10 (Tue.), 2015 9:20-10:00 Venue Seminar Stage, East Hall 6

Attendees from the left

Company and institution names are as of February 10, 2015

Mr. Kyuzo SaitoJapan Food Industry Center, Chairman

Mr. Kanbei KokubuKOKUBU&CO., LTD., CEO

Mr. Yoshitsugu MinagawaMinistry of Agriculture, Forestry and Fisheries, Vice-Minister

Mr. Yuji FunayaOrganization for Small & Medium Enterprises and Regional Innovation, Japan, Executive Director

Mr. Takashi KatayamaTeraoka Seiko Co.,Ltd., President and CEO

Mr. Masatsugu MishinaDELICATESSEN TRADE SHOW Executive Committee, chairmanSMTS Executive Committee, Vice-Chairman

Mr. Kiyoshi YokoyamaSMTS Executive Committee, Chairman Mr. Nobuyasu Oota

SMTS Executive Committee, Vice-Chairman

Mr. Hideki KogarimaiSMTS Executive Committee, Vice-Chairman Mr. Tsugumasa Muraoka

Yamaguchi Prefecture, Governer

Mr. Tatsuya TerazawaMinistry of Economy, Trade and Industry, Commerce and Information Policy Bureau, Commerce, Distribution and Industrial Safety Policy Group. Director-General for Commerce, Distribution and Industrial Safety Policy

Mr. Hisakazu NagaoPanasonic Eco Solutions Commercial Equipment Systemns Co., Ltd., President

Organizer Guest Guest Guest

Guest Organizer OrganizerGuest

Organizer

Guest

GuestGuest

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MTS

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Floor Map

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Floor Map

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Ques

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Questionnaire ResultQuestionnaire OutlineExamination Method

Examination Period

Examination Time

Examination Object

Collection

Examination Place

Questionnaire sheets were made by the organizer. Visitors filled it in at a designated area and the response sheets were collected on the spot.

February 10 (Tue.) - 12 (Thu.), 2015

About 11:00 - 16:00

0verall visitors. Note: Questions 1 to 4 are the results of counting registered visitors data

1,538 sheets (1.538 of them were valid)

In the venue of Supermarket Trade Show

Please tell us your business category. (Transition in the past 3 shows) 1choice

Please tell us your job category.*Tallied the number of visitors from supermarket, retailer, wholesaler, trading firm

1choice What product category are you in charge of? Multiple

answer

Q

1

Q

2Q

3

09

Questionnaire Result

Ques

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VisitorBuyer

1.3％

0.4％

0.6％

1.3％

0.3％

0.5％

1.1％

2.0％

1.2％

1.6％

5.5％

4.9％

7.0％

1.2％

0.3％

0.4％

0.2％

0.8％

1.3％

0.5％

3.1％

2.6％

0.4％

0.3％

0.6％

3.3％

0.9％

0.1％

0.3％

0.2％

0.1％

0.5％

0.9％

0.3％

0.1％

0.3％

0.3％

0.3％

1.1％

0.1％

0.1％

0.2％

0.2％

0.2％

0.4％

0.4％

0.9％

49.4％

MultipleanswerWhat is the purpose of your visit?

Q

5Where is your office located?Q

41

choice

Do you own an authority to make adecision about product purchasing?

Q

61

choice

What does your company need?What is the problem your company wants to solve?

Q

7 Multipleanswer

10

What do you think the exhibitorsshould improve?

Q

10Multipleanswer

Which areas of the food industry do you feel your company should be communicating to theconsumer through your product portfolio, shelf layout sales floor design and promotions etc.?

Q

8Multipleanswer If any, what advice have you given to exhibitors?

Q

9Multipleanswer

Questionnaire Result VisitorBuyer

Please tell us about any products, seminars, projects etc.you would like to see at this show in the future.

Q

11Free

answer

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Products one would like to see■ POS cash registers and related items■ Organic Products■ Functional Foods■ Healthy Foods■ Support for elderly people■ Boxed lunches, delicatessen, prepared food■ Local produce, selected foods■ Sweets■ Menu suggestions■ Retort Foods Seminars and projects one would like to see■ Exported Products■ Imported Products■ Energy-saving products■ New Products■ Store design■ Promotion suggestions■ Frozen Foods

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Please write your impression of the show. Freeanswer

Q

4

Please write about any improvement you would make in the future exhibit, such as your booth, decoration and preparation in advance.

Freeanswer

Q

6

Please comment on the merit ofexhibiting other than business meetings.

Freeanswer

Q

5

Questionnaire Result ExhibitorQuestionnaire OutlineQuestionnaire Outline

Examination Method Questionnaire sheets were collected during and after the show by February 19 (Thu.), 2015from each exhibitor.

Average 405 Average 164 Appointment acquiring rate:27.4%*Appointment total ÷ Concrete business meeting total

Order intake rate: 4.8%*Order total ÷ Concrete business meeting total

①How many business cardsdid you get from the visitors?

②Out of ①, how many hada clear intention in havingbusiness meeting at your booth?

③How many appointmentsdid you get?

④How many ordersdid you get?

①Quantity ②Quality

Q

1Are you satisfied with theresults of the show?

1choice

Q

2How were the quantity andquality of the visitors?

1choice

Freeanswer3

Q

Q

7Do you intend to take part in Supermarket Trade show 2016 at the moment?

1choice

■ The large attendance meant that many business cards and pamphlets were handed out.

■ The clear direction of the exhibition as a B2B event resulted in high quality attendees.

■ There were many buyers from businesses we were targeting.

■ We were able to do business with buyers from areas and industries we wouldn’t normally have contact with.

■ There were many buyers with a willingness to buy and we signed a lot of orders.

■ We were able to find some new clients.■ It was a good PR opportunity for new products.

■ Reviewing booth decoration and layout■ Dealing with overseas visitors■ Reviewing tasting methods and streamlining operations■ How to make the best use of brochures and exhibition

panels■ How to show and suggest products

■ Meeting with buyers from businesses that we would not normally do business with

■ Market research and understanding of trends■ Meeting with other exhibitors, exchanging information and

talking business■ Product advice from buyers and exchanging opinions■ A chance for team building, awareness-raising and

training for staff■ Learning methods for promotion and display

12

For the next show, 5 multi-industry exhibitions will be held together. Besides your current customers, what business categories would you like to have business meetings with in your future participation of the show?

Multipleanswer

Q

8For the future, would you like to meet morebuyers from overseas in this exhibition?

Q

9

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Questionnaire Result Exhibitor

1choice

Advice and Consultations byProduct ConsultantsDuring 4 days of the show and the previous day, a total of 53 product consultants went the round in Japanese Regional Product Zone and gave out various pieces of advice to approximately 600 exhibitors. Increasing number of exhibitors who request consultations showed a heightened visibility of this project. Many of the advice were related to exhibit method, product selling, taste, and type of industry and sales channel development.

Advice and Consultation Matters by Area

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Busin

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Good

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14/R

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Booth Design Category

Domestic buyers of supermarkets and department stores had business meetings with domestic suppliers, following. the pre-set schedule.

Organized by New Supermarket Association of Japan / The Tokyo Chamber of Commerce and Industry

Date

Date

Judges

Venue

Venue

Target booths

Participants(Invitation only)

February 10 (Tue.) - 12 (Thu.)

February 11 (Wed.) 17:30- (Registration started at 17:00)

Associate members* in SMTS 2015 Executive Committee*Associate members of New Supermarket Association of Japan

Business Matching Meeting Venue, East Hall 6

Reception Hall at Tokyo Big Sight

All of SMTS 2015 exhibitors

People from the retail industry, mainly associate members of New Supermarket Association of Japan / Exhibitors of SMTS

Award of each zone

Booths that were excellent in concept, style and visitor service were selected and 1 exhibitor in each category was awarded as follows.

The company has won the award 6 times. They were suitable and the lead of the show.

KOKUBU & CO., LTD

The concept of their product was defi nitive. They aggressively promoted the product in the booth.

The high quality customer service was given at this booth, such as explanation with good knowledge of product and presentation with food samples.

They had originality in their booth decoration and creative in introducing companies. The booth suited the Supermarket Trade Show.

Product PR Sector

NIHON SHURUIHANBAI CO., LTD.

Customer Service / Explanation Support Sector

YOMEISHU SEIZOCO., LTD.

Booth Design Sector

Panasonic Corporation / Panasonic Commercial Equipment Systems Co., Ltd.

Toyama “Shoku” Collection 2015Sponsor: New Supermarket Association of Japan, Toyama PrefectureCooperation: The Hokuriku Bank, Ltd.

Buyers 51 from 32 companies Suppliers 100 Meetings in

total 283

Advance Application System

Buyers’ Comments Suppliers’ Comments■ High level customers allowed for meaningful negotiations.■ Every time is a learning experience; I hope to come again.■ A list of the number of companies available for business talks would

help with negotiations.

■ The event was very good, as I obtained a lot of advice.■ Although time was limited, we were able to properly explain our products.■ The smooth guidance was good.■ We would like a little more time.

KOKUBU & CO., LTD

Organizer's ProjectBusiness Matching Meeting ＠SMTS2015

Good Design Booth Award 2015

Reception Party

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Organizer's Project30 attractive food products were chosen from the consumers’ point of view among the products exhibited at the 49th Supermarket Trade Show 2015. This is a project to draw attention to the products selected by a group of judges. For the 4th time, many products were applied.

Application Period: November 4 to November 20, 2014Examination Target: Food products displayed at the 49th Supermarket Trade Show 2015 and showed in the official website “SMTS Product Search”.

Judges examined the products under following criteria including intentions to buy① Product Concept ② Taste ③ Quantity / Volume ④ Price ⑤ Package ⑥ Suitable Scene to Cook and TasteJudges: Consuming publics, dieticians and cuisine professional

We have received entries from the products exhibited at the Supermarket Trade Show. This time there were 531 entries in total.

While tasting and rating foods, and confirming at f irst hand the package design and usability of product, we conducted a screening. Ultimately, we selected 30 products according to an overall judgement as to whether it was something that people would like to buy at a supermarket.

●Developing recommended recipesTo promote products of the "30 Selected Foods", we developed recommended recipes that can be easily prepared at home. Much thinking went into making them both easy to make while making the most of each product’s characteristics.

Recipes supported by Link & Communication Inc.

●Support group awardWith the participation of people active in various fields in the "30 Selected Foods Support Group," all thirty products are being supported.

We have chosen products from the selection that the support group particularly wants to draw attention to.

Application

Outline of the Examination

Breakdown of Applied Categories

Selected Products (Company name in the order of the Japanese syllabary)

Entry

1st Selection (Documentary Elimination)

2nd Selection (Tasting and Examination on the Real Product)

Selection of "30 Selected Foods"!

From selection to development of recipes

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Organizer's Project

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What is “Best Store Manager Award”Choosing brilliant store managers to honor and conduct panel discussion. This is to improve position of supermarkets by focusing on store managers to raise their status. 2 excellent store managers were awarded in the 7th award this time.

Work technique of excellent store manager〜 thought and action of capable store manager 〜

■ Award Winners

■ Award Ceremony ■ Panel Discussion

February 11 (Wed.)In the reception party

February 11 (Wed.)15:00-16:15Reception Hall at

Tokyo Big SightSeminar Stage, East Hall 6

Date

DateVenue

Venue

Mr. Noboru ShibataEVERY Co., Ltd. Store manager of Tient Midorimachi store

Joined in November 2006. Became store manager of Funakoshi store in 2007.Then, after assuming the positions of executive officer for supervising Hiroshima area, Funakoshi store manager and general buyer for Food Division II, became managing director in 2010.In the same year, as a store manager supervising the opening of a new style store, assumed an additional position of Tient Midorimachi store manager.

Mr. Akitsugu HiraiLIFE Corporation. Store manager of Central Square Nishimiyahara store

Joined in April 1986. After managing livestock at Kokubu store, became store manager at Misaki in 2002.After Shin-Ishikiri and Yao stores, became the head of Stores V and VI of the Kinki Area Store Headquarters in 2009. Became the store support head of the Kinki Area Store Support Headquarters in 2012.In February 2013, became store manager for Central Square Nishimiyahara (present). Store opened in November of the same year.

Speaks and Keynote LectureVenue Seminar Stage, East Hall 6 Admission Free of charge Capacity 350 persons

Turnout Total 3,603 attendees for 3 days　*Speaks, Keynote Lecture, and all the other specialized seminars included

Speaks February 10 (Tue.) 10:20-11:30

SMTS SpeaksMake your business boom by yourself

Mr. Kiyoshi YokoyamaChairman of New Supermarket Association of JapanCEO of ARCS COMPANY, LIMITED

Keynote Lecture February 10 (Tue.) 11:50-12:50

Regarding possibilities and collaborations in the health food retail marketMr. Mamoru MunakataSecretary-General of Japan Association of Chain Drug StoresIn 1985, established the Nihon Retail Kenkyujo Inc. (president) / In 1995, established the Drugstore Merchandising Study (presiding)In 1999, established the Japan Association of Chain Drug Stores (Secretary-General) / In 2013, the Distribution Economics Institute of Japan (Special Researcher)Provides retail consulting and research into distribution of medical supplies in Japan, the U.S. and Europe. Often gives lectures for the government and corporations and serves as committee members.

7th “Best Store Manager Award”

1