Founded in Japan in 1991, Amano Aquarium Design Co., Ltd. is a well-known fish tank brand, providing a full set of aquarium supplies, specializing in the manufacture and sales of aquatic plant landscaping and breeding equipment
ADA Aquarium is a well-known aquarium in Japan, with the production capacity of independent aquarium products, providing a full set of aquarium supplies with high quality, so it is widely loved by aquarium enthusiasts. President Nao Amano's passion for aquatic plants has led to the development of ADA as a company specializing in the development of aquatic plants, and now not only in Japan, but also in the name of aquatic plants, ADA Aquarium has become famous overseas.
37 years ago, although he had already obtained the recommended admission qualification of the University of Political Science and Law, the president of ADA Aquarium, Nao Amano, because of his fanatical love for tropical fish, aquatic plants and photography, dreamed of carrying a Nikon camera to the Amazon to record the artistic beauty of tropical fish and aquatic plants, so in order to save 200,000 yen to buy a Nikon F2 camera as soon as possible, he resolutely gave up the admission letter of the University of Political Science and Law and became a bicycle racer who ran his own aquarium shop.
ADA Aquarium was officially founded in 1991, but President Amano has been running an aquarium store for more than 30 years. At that time, Ren Yan's maverick management style never regarded customers as gods, but he was taking care of his dreams with heart and affection, taking care of this aquatic plant with fresh life, and the underwater world in this corner of the aquarium. "I always display a lot of beautiful fish in the aquarium full of beautiful aquatic plants, and sometimes customers want to buy them when they see them, but they are all rejected by me: that is not for sale, you can buy this! This is where the notoriety of the store as 'not for sale' comes from. President Amano recalled that after many years of small shop operation, Amano's small store also became famous for its notoriety as "not for sale". Moreover, when other stores engage in activities to sell at 3-5% off, Amano's store never changes the price to sell at the original price, and when the customer is satisfied with his products, it will help the store to promote invisibly, so more and more customers come to visit, although they see that all the goods are sold at the price, there are no complaints. President Amano proudly says, "Even if it's ornamental fish, sometimes we can sell fish that is sold elsewhere for 50 yen for 100 yen just because I say that the fish in our store is different from other places." Of course, some people will ask what is different, and my answer is that the feelings I invested are different, and this answer also sells very well. It is evident from his words that President Amano has always been dedicated to his business and has stayed true to his dreams.
"If you put your heart into it, you won't fail," said President Amano, who said frankly about his path to success. ADA Aquarium successfully opened electronic sales platforms such as online sales and radio shopping with its high-quality and professional aquarium products, but President Amano retreated and stopped the electronic sales business. "Although there are large customers who purchase 15,600 yen per month, this business model has had a strong impact on traditional specialty store sales, and in order to provide a healthy market environment for specialty stores, ADA has stopped all electronic sales business." President Amano said. When wholesalers bloomed everywhere, ADA Aquarium unknowingly entered the mass sales business, but in view of the mixed wholesale sales and the uneven quality of dealer services, in order to ensure the quality and service quality of ADA products, President Amano stopped mass sales in time, which is also in line with his idea of not simply pursuing sales.
The ADA Aquarium Museum covers an area of 6,600 square meters, 70% of which is covered with forest, and 100 buckets of soil were transported by earth-moving trucks to plant trees. A total of 300 million yen was spent on buildings and land, of which 200 million was spent on forests. When the ADA plant moved here 16 years ago, the company started planting trees, and when global warming caused by carbon dioxide (CO2) emissions became a global problem, the company was relocated 4 or 5 kilometers away by creating a forest where the factory was built so that the aquarium museum was surrounded by greenery. At that time, President Amano was often said to be ignorant of current affairs, and someone would take out a loan of 200 million yen to plant trees, but he was still satisfied with the fact that the plan of "Surrounded by Forests and Aquarium Museum" became a reality, and it has been well received by all walks of life today.
ADA has created its own system to inject carbon dioxide that promotes photosynthesis of aquatic plants into the aquarium and use it, so President Amano has made a bold statement that all the carbon dioxide produced by his company is absorbed by his own forest! This is a forward-looking, resolute doer - Nao Amano.
