koi presentation

Nishikigoi – Living Nishikigoi – Living JewelsJewels


NishikigoiNishikigoi

Living JewelsLiving Jewels


AgendaAgenda1. Historical Background

2. Origin of the name Nishikigoi

3. Different Varieties of Nishikigoi

4. Nishikigoi Characteristics

5. Breeding of Nishikigoi

6. How to hold a Nishikigoi

7. Famous Japanese Nishikigoi Breeders

8. Famous German Nishikigoi Importers

9. Marketing for Nishikigoi

10.Examples for Marketing Actions

11.Risks and Future Trends


533 B.C.: King Shoko of Ro presented a beautiful Koi to Confucius' son

Koi as main subject in Chinese artwork and carvings

1. China1. China

Historical BackgroundHistorical Background


Historical BackgroundHistorical Background2. Japan2. Japan

Niigata Prefecture as birthplace of Koi breeding


The residents built “rice terraces” to grow rice and vegetables

Koi were raised in preserve ponds as a food staple for the long winter months

Historical BackgroundHistorical BackgroundOjiya City in Niigata is regarded as the home of NishikigoiOjiya City in Niigata is regarded as the home of Nishikigoi


Breeding of more beautiful and unique Koi

These Koi mutated and Koi with different colours and patterns were swimming among the black Koi

Kohaku


More than 100 different colour types and sub-types of Koi

Creation of plastic bags in the 1960's: Reliable transport

1914: National interest for Koi in Japan when Emperor Hirohito presented his Koi in the Imperial Palace moat


At a Koishow in Takesawa Village, the Director of the Fisheries Agency of Niigata saw very colourful Koi

“This is a true Nishikigoi!”

”Nishiki” is a silk fabric woven with gold. It is used to describe beautiful

and elegant things.

Nishikigoi is an elegant Koi

Origin of the name NishikigoiOrigin of the name Nishikigoi


Straight Hi

Nidan

Yondan

Inazuma

Sandan

Godan

Nishikigoi CharacteristicsNishikigoi Characteristics

Body MarkingsBody Markings


Kuchibeni

Menkaburi

Maruten

Tancho

Nishikigoi CharacteristicsNishikigoi Characteristics

Head MarkingsHead Markings


1. Body Conformation

2. Color

3. Pattern

4. Quality

Nishikigoi Judging CriteriaNishikigoi Judging Criteria


SuperlativesSuperlatives1. Oldest Koi1. Oldest Koi

Higoi named “Hanako”

Lived for 226 years

Average lifespan: 70 years


SuperlativesSuperlatives2. Largest Koi2. Largest Koi

Chagoi

153 cm and 45 kg

Average size: 90 cm - 100 cm


Ponds- Size- Water quality / filter

- Heating

Average costs for a luxury Koi pond and equipment: 50,000 €

Food

Mistakes which may lead to illnesses

How to hold a NishikigoiHow to hold a Nishikigoi


MIYAISHI KOI FARM

Isa Koi Farm

Dainichi Koi Farm

Igarashi Koi Farm

Marusaka Koi Farm

Famous Japanese Nishikigoi BreedersFamous Japanese Nishikigoi Breeders


MIYAISHI KOI FARM Co. Ltd, Japan

History

Corporate evolution

Business objective

Offer

Example for a Japanese Koi BreederExample for a Japanese Koi Breeder


BB Aquatics

Genki Nishikigoi

Arnhem-Koi-Paleis

Exos-Locius

Fisherman Großhandel

Famous German Nishikigoi Importers Famous German Nishikigoi Importers


Classical definition: The „4 Ps“Classical definition: The „4 Ps“ProductPricePlacementPromotion

Interview with Stephan Schubert, professional Nishikigoi dealer in Germany

Marketing for NishikigoiMarketing for Nishikigoi


Two target groupsTwo target groups

1. Hobby garden pond owner who buys his Koi dependent on its price2. Upper class people with high income. Choice dependent on colour

sample. High demand for “Japan Koi”

In general, men at the age between 20 and 50Huge demand in Japan, Germany and the NetherlandsMany customers like to stay anonymous

Home country: Japan, but also from Israel, Singapore, South Africa, Thailand and Malaysia

About 130 different breeding forms

Animal as a luxury good: Typical luxury good “Japan Koi”

Marketing - ProductMarketing - Product


Depends on various factorsDepends on various factors

Japanese exporter; many different breeders and wholesalersWay of import; varies with the airline and the flight timeAmount of imported fishes in a single box; less Koi means more expensiveWay of animal husbandry; more Koi in a pond is cheaperQuality of feedingHealth careBloodline of his familyColour sample and size

Cheapest Koi with a size of 6-8 cm: 4-6 €, “Mastige” product

Expensive Koi: 35,000 € dependant on colour sample, usually “Japan Koi”

Most expensive Koi: US $ 500,000

Marketing - PriceMarketing - Price


From a Japanese pond to the customer

Two typical distribution channelsTwo typical distribution channels

Direct sale at a Koi dealer1. The client orders directly by seeing the Koi or selecting the Koi from a

list, today even possible to buy Koi in a building centre 2. Journey with a Koi dealer to Japan or Thailand in order to buy the fish

from its “original” pond Import process: The Koi is transported in a box via airplane, customer has

to pay carriage, high safety precautions

Internet „online“ sale The client orders by only seeing pictures Less reliable, because one can not judge the

health state of a Koi Colour sample on a photo could vary from the real one

Marketing - PlacementMarketing - Placement


Sales promotion

Only usual in Japan, e.g. raffles, ponds in restaurants

Marketing - PromotionMarketing - Promotion


Classical advertising Newspaper ads and flyers at eventsIn Japan: TV spots and news

Personal sale High importance of consumer’s trust in the salesman

Direct promotion Posters and models are used to demonstrate a high rank of competence

PR Koi & Celebrities

Events International fairs, championships & Koi voyages



Product placement

Movie “The fisher and his wife”, 2004



Sponsoring

Only usual in Japan: Sponsoring of championship awards by all

kinds of companies

The new media

It is regarded as being wise to buy a Koi in a professional store to avoid differences in terms of colour etc. but a lot of e-marketing is used to address the potential client



Koi & CelebritiesKoi & Celebrities

Playboy Mansion West in L.A.: Stone bridge leading to the pond, roughly 20,000 gallon

Pamela Anderson: Publicity problem Wants to place her son's placenta in the pond

Ellen DeGeneres

Robin Leach

Examples for Marketing ActionsExamples for Marketing Actions



Mick Jagger: Villa Mustique

Largest percentage found in the music business

Freddie Mercury: Spend thousands on Koi, after his death he left a Koi collection worth £ 10,000 each



Joey KramerGeorge Harrison: Special love for Koi & goldfish, location of the pond is a secret

Frank Sinatra

Largest percentage found in the music business



Exhibitions and ShowsExhibitions and Shows

In general: Number of visitors increasing Number of exhibitors decreasing: In Germany minus 40% Organisers often provide seminars Opportunity to demonstrate the quality & beauty of the Koi Divided into classes



Exhibitions and Shows in EuropeExhibitions and Shows in Europe EXPO Hannover: - Each night the pond was a major attraction as the scene for an experimental theatre event - Interaction between nature & humans

BKKS England – Kent Koishow 2005



Exhibitions and Shows in EuropeExhibitions and Shows in Europe Holland Koishow: - The world's biggest Koishow in Arcen

Interkoi in Germany


Biggest European hall Koi show near Bielefeld, Germany European Koi championships 94 ponds, 696 registered Koi in 2006 More than 200 trophies, but only 9 “important” trophies Not only Nishikigoi championships, but also Bonsai challenge, shows etc.

InterkoiInterkoi


visitors

0

2.000

4.000

6.000

8.000

10.000

12.000

2002 2003 2004 2005

year

InterkoiInterkoi


number of exhibitors

0

10

20

30

40

50

60

70

2002 2003 2004 2005

InterkoiInterkoi


European Grand Champion Jumbo Champion

Supreme Champion Adult Champion

Nishikigoi ChampionsNishikigoi Champions



Exhibitions and Shows worldwideExhibitions and Shows worldwide Koi America:

- In Washington D.C.

Taiwan Koishow: - In Taipei - Held by Nishikigoi Keepers Society of China - In 2005: 65 Koi were entered in competition


Boom in the Koi industry Boom in the Koi industry High demand for Koi High demand for Koi Breeding of Koi in small ponds Shortage of space leads to adoption of medical and chemical products Stress during the transport Injury of the sensitive mucous membrane Wrong handling Affection with parasites

KHV: Koi Herpes Virus diseaseKHV: Koi Herpes Virus disease May cause significant morbidity and mortality There is no known treatment for KHV Fish may develop a natural resistance following viral exposure if water

temperature is increased to 30°C

Counteractive measures: Disinfection of all materials and systems that have contacted the infected fish

Depopulation

Leads to high deficits for Koi dealers and breeders

RisksRisks


Koi considered as financial investment

Dependence on economic situation

Decreasing demand for Koi in Germany

Koi considered as new luxury domestic animal

Koi as status symbol in society

Breeding of Tancho Showa as most popular variety

Future TrendsFuture Trends

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