I asked Orisx Buffaloes fan club "BsCLUB" sold out even at an annual fee of 180,000 yen how to set up a high-priced service

Professional baseball has finished the Japanese series and entered off season, but the battle for the next season has already begun, including the autumn camp and the stove league. The fight starts not only for teams but also for fans, each team is recruiting all members of the fan club next season. Meanwhile, Orix buffaloes fan club known for its flying price setting that does not allow other teams to follow "BsCLUB"We have set up a course of" annual fee of 180,000 yen "which further increased the price from FY 2016. Why did you ask about various services of fan club, such as whether such expensive membership fee will be sold out, what kind of fans are attracting?

Fan club | Official site
http://www.buffaloes.co.jp/fanclub/

Arrived at Kyocera Dome Osaka.


Mr. Ogata Takahiro who is the group chief of Orix's Buffaloes fan club "BsCLUB" responded to the interview.


GIGAZINE (hereinafter, G):
Thank you. Is Ogata better titled "Fan Club Group Leader"?

Mr. Takahiro Ogata, Head of Fan Club Group (Ogata):
Yes, it is.

G:
In what position does the group head work?

Ogata:
Orix Buffaloes has "BsCLUB (beads club)" as a membership organization. BsCLUB is an organization that participates in fans and organizes and executes a mechanism that can support various fans of fans who support Orix buffaloes together. About 50,000 people are paid through membership fee every year, so we operate the membership organization as the group chief so that they can be satisfied with the people.


Ogata:
It is often said that "Tears cry" when I look at my title, but there are quite a lot of concurrent duties, "planning group" "fan club group" "event management group" "commodity sales group" and "advertisement group" Basically it is a business team of a corporation, for example a "B to B" department that recruits sponsors and a "B to C" job that will be in direct contact with consumers We are in charge of planning and planning business.


G:
Looking at this, most of the things about "B to C" are done ... ....

Ogata:
I agree. I do not know if it is wide and shallow.

G:
Is it feeling that there is a top on each fan and the management side?

Ogata:
No, there are no members who have a title like a leader in the membership organization, we will organize and manage membership on behalf of the team and enter the fans there.

G:
A number of fifty thousand people came out in the past, but is this that there are currently 50,000 members of BsCLUB?

Ogata:
Yes. About 52,000 people currently paying money and entering BsCLUB, if you include other people who have joined in the past in addition to that or have become members who can register for free 10 It has become a membership organization of more than a million people.

G:
Currently, there are 50 thousand people who are paying money and entering the fan club, and including those who were involved in some form in the past is about 100 thousand people.

Ogata:
That's right.

G:
This may be a bit difficult question, but how many people are currently fans of Orix buffaloes?

Ogata:
The figures around it vary depending on the material, and it is difficult to calculate again, but in general it is the total number of visitors to the stadium for one year, which is one index. That's why we are hosting 71 games or 72 games a year, and about 1.77 million people are visiting us.

G:
That means you are attracting over 1.7 million spectators to home games.

Ogata:
Yes. Among them, visitors of fan clubs are about 20 to 30% in volume, and since they are fans who come on average about 5 to 7 times throughout the season, they are making services that people will be pleased with It is a form.

G:
Approximately 20% of the 1.77 million people are members of the fan club.

Ogata:
It is quite wide with 20 to 30%, but it seems to change in that range every year.

G:
In terms of the team, is this percentage higher?

Ogata:
It is not noteworthy to be high. Other teams in the Pacific League have more members, but when I examine how many times one goes to see the game throughout the season it is about six times for members of Orix Bufferaz . It can be said that the number is very large, and BsCLUB is an organization that people who really like Orix buffaloes gathered.

G:
Does it go to go to the stadium once a month?

Ogata:
I agree.

G:
Osaka's BsCLUB has many baseball fans who regularly go to baseball stations once a month.

Ogata:
That's right.

G:
I would like to tell you the history of BsCLUB, is it the form of inheritance from the original Orix Blue Wave era?

Ogata:
That's it from the time of the Hankyu Braves.

G:
There was a fan club that became the predecessor from the time of Hankyu.

Ogata:
The organization itself was made.

G:
I see. After that it turned into Orix Blue Wave, was it that it merged with Kintetsu Buffaloes and it became the form of the current BsCLUB including all?

Ogata:
Yes. Definition of fan club is also quite difficult, but when comparing past and now the service content is completely different, we manage such place with such service that customer satisfied now is added. Originally named BsCLUB, "Bs" which is also included in the cap is "Orix Blue Wave" from the team called "Hankyu Braves", merged with Kintetsu Buffaloes and then "Orix Buffaloes I am from the history that became a team called "The team." "Brasses" "Blue Wave" "Buffaloes" are both "Bs" because the name starts with "B". It is named BsCLUB as a member organization of supporters based on the assumption that such a team still carries such history.


G:
The cap 'Bs' had such a meaning.

Ogata:
That's right.

G:
Was BsCLUB when Ichiro was enrolled?

Ogata:
No, it is not. At that time it was a blue wave, so there were only Braves and Blue Waves.

G:
That was right. Since then, by chance Buffaloes started from "B", so I made this name.

Ogata:
That's right.

G:
I heard that the contents of the fan club are changing every year. When I looked up the professional baseball fan club including other teams, I thought that there was a kind of surprising service and that each color of each team was interesting, but BsCLUB's "Extra Premium Members · S Course "annual fee is" 180,000 yen "is no mistake ... is it?


Ogata:
That's right. There are two courses of 180,000 yen and 150,000 yen, the highest is 180,000 yen of the S course.

G:
Last year, the highest was "150,000 yen" course, the year before was the highest "100,000 yen" is not it?

Ogata:
Yes.

G:
The annual membership fee is steadily increasing steadily to 100,000 yen, 150,000 yen, 180,000 yen. Though it is 30,000 yen higher than last year, I think that it was expensive because it could provide supplementary services, but what exactly did it change?

Ogata:
Speaking about the extra premium course, there are supplementary services basically due to the difference in the point grant rate. However, as we have announced at HP, we do not just say "return home by looking at games" but also think about adding value to it every day. In terms of what we released on HP the other day, I'm not off-party, but I would like to increase the number of members who can only drink with the players, like members like "fan meeting" I will.


G:
Is that to increase the event more than last year?

Ogata:
I agree. For example, in this year's trial, there is a high touch to win after a match and a hero interview. Fans can get down to the ground and participate in high-touch with the players. Usually, it is not possible to experience high touching with a person who got off to the ground and interviewed a hero, but we would like to keep doing such experienced fan service more and more. However, a dilemma is also born there, and the number of people who can participate physically on the management is definitely limited. However, the customer's voice that we wanted to offer added value more and more was very strong.

Although we would like to have high-touch to all 30,000 people who said in real intention, it is realistically difficult. So when you are going to make an event limited to 100 people, the extra premium members are on course to be able to participate with a certain priority, and when we have decided how to add such added value, I raised the price with the desire to provide services that match the price of 180,000 yen.

G:
This time the extra premium members are "limited to a total of 200 people", but this is not determined by how many people in each of the S course and the A course, but it is said that it will be terminated when the total number reaches 200 people Cow.

Ogata:
That's right.

G:
I heard that the deadline is November 14, 2016 (Note: the interview day is in early November), what is the current ratio?

Ogata:
There are many "S courses" with a high price at the ratio of 2: 1.

G:
People who are giving the amount of this class, I feel like I can understand.

Ogata:
The difference between S Course and A Course is 30,000 yen, but we also think calmly from the standpoint of the consumer side. As I think that 30,000 yen is a lot of money, as a position to receive a large amount of money of 30,000 yen by raising from 150,000 yen to 180,000 yen it is necessary to add value added to it . The pricing of 180,000 yen is also an indication of such a will, and if there are many opinions that "There is no worth 180,000 yen", I think that probably I will have to lower the price next year. However, it is still seeking services that can be said that "it was worth 180,000 yen" every day.


G:
From the last year we will see that the intention to raise the service is a price of 180,000 yen and will we make from now on to what extent the value can be worth more than 30,000 yen for that service?

Ogata:
I am planning to do something like this to some extent over the years.

G:
Could you tell me more specifically?

Ogata:
For example, it seems to be a high touch with a hero like the one I mentioned earlier, to increase the number of times, or to have a dinner party with the players like a fan meeting. We have not finished all the final adjustments yet, but Orix Buffaloes is doing camping in Miyazaki, and there is a player's cafeteria in Miyazaki. I am thinking at the cafeteria for that athlete whether I can eat at the time the athlete is not using.

G:
That means you can eat the same menu as the athlete.

Ogata:
Yes. We are considering such attempts, such as getting into another area where you can enter only Bruben or other media where you can enter only other media. Such experience is priceless so I do not know how to price it. Because we are the customer to price the price. I think that fans want to get satisfied even at a price of 180,000 yen everyday.

G:
Is it a response that all the limited number is gone before the deadline?

Ogata:
I agree. Last year, there were applications after the recruitment finishes. Because I send it by postmark on 14th and it will arrive after 3 days. I think that the limited number will disappear at the stage when it came.

G:
Examining the service contents of other teams this time, Rakuten and Softbank also have expensive courses that cost more than 50,000 yen, but Orix has set as many high-priced courses as not to be compared with other teams It is. Three years ago, it is said that the top course was 100,000 yen, what is the reason for creating such an expensive course?


Ogata:
About 10,000 yen was the best for about 4 years ago.

G:
It was still 10,000 yen four years ago.

Ogata:
I changed the contents three years ago and made a course of 100,000 yen.

G:
Have you suddenly reached 100,000 yen from 10,000 yen?

Ogata:
At the same time I made a course of 30,000 yen.

G:
From 10,000 yen, it is said that you made a course three times 30,000 yen and a ten-fold 100,000 yen course suddenly in a certain year.

Ogata:
That's right. That is the story of 2013. At the beginning, the service content was completely different from now. The biggest benefit was the free pass with free entrance photos. It is a free pass that you can freely enter and leave the free seating area.

G:
Initially it means you made a high-priced plan like an annual free pass with watching tickets.

Ogata:
Actually, we are benchmarking not only the same professional baseball world but also various industries, for example, a good example is an airline company. Members have different entrances and can relax in the lounge. There are also other amusement parks, such as Disneyland and USJ, with free pass with facial pictures. Like an annual passport. With that kind of feeling, I wanted to make something that would allow me to enter the ballpark freely with a pass with a face photo. So, finally I made a free pass with a photo of a face and asked for a course of 100,000 yen.

G:
How was the reaction after starting recruitment?

Ogata:
To be honest it was extremely small at first. We recruited for only 100 people, but in fact it started with numbers that do not reach 100 people at all. However, in the following year when we strengthened the software aspect like high touch and events, the limited number of 100 people was sold out soon.

G:
Likewise, if we recruited 100 people, it was sold out soon.

Ogata:
Yes. In response to such a result, if we made a course of 150,000 yen last year, it seems like it has shifted to a course of 150,000 yen with the number of people exceeding the limited number of 100,000 yen.

G:
Basically, everyone who was a member of the top class of 100,000 yen in the previous year slid and shifted to 150,000 yen?

Ogata:
A considerable one has moved, but I can not say for now. In this 180,000 yen course, some people who jumped as members of 3,000 yen this year will jump "Next year will be a course of 180,000 yen".

G:
To a sudden 1800 yen course! Is it?

Ogata:
Yes.

G:
That course of 3,000 yen this year is a standard class. While that person chased Orix buffaloes through a fan club for one year, he said that he jumped up to 180,000 yen in a stroke by knowing that "There are similar courses".

Ogata:
Yes. Actually, I do not think that expensive premium members like 180,000 yen are participating only by rich people. I think that you have been saving money for joining months since months ago.

G:
I see.

Ogata:
The extra premium member · S course of 180,000 yenEvaluation "bullish"Although it is receiving, it is also a manifestation of the intention to "increase the number of things that you will be pleased about not being beaten in terms of service" and will go out. I think that it is rather hard to see if it is just a part that looks like a form, "What is the difference of 30,000 yen?", But I think it properly.

G:
Since supplementary services are rather rather "soft" stories, unlike "hard" such as goods and tickets, there are many things that can not be priced as "this is roughly how much" by the amount. However, software accumulated and it is 180,000 yen.

Ogata:
That's it.

G:
In the direction of the fans, will it be said that it is "cheap"?

Ogata:
I do not know if I think that it is cheap or 'I am going out with a little expensive but I'm thinking about it' (laugh) But at least the card of at least 180,000 yen is different from other cards in design.

G:
The design of the membership card is different.

Ogata:
It is completely different. It is one thing that having it has status as well. That means that they will create services that will immerse themselves in superiority.

G:
I think that the service contents are changing year by year, but how is "voice of the fans" absorbed?

Ogata:
I think that there are various methods, but we all cherish the voice of the fans. For example, it seems that things for which inquiries come by e-mail are also seen, we are also looking at something that we are writing on social media, let me also use the comments written there repeatedly during the season to reference We have many things to do. And, what is very important is to listen to the customer's voice directly at the base of a fan club.

G:
Does that even listen in the ballpark?

Ogata:
Yes. I can not go to all the games, but at the timing of the game I am communicating with the fans by saying "How was your day?" Or "What do you think?"

G:
Does that mean that you are doing not just to those with familiar face?

Ogata:
People with face familiarity will definitely become the center, but I think that it is a form that spreads steadily as there are communities around them. In fact, the highest class members will inevitably look familiar.

G:
Will demands like "I want you like this" to come up?

Ogata:
Yes. I think that it would be quite difficult to make a service on a desk without listening to such things. Of course it is difficult to incorporate all opinions and create services, but I'm sticking to the attitude of listening.


G:
Not limited to extra premium members, BsCLUB has quite a lot of course plans. While there are places where there are only three courses in other teams, the lower is 1500 yen (junior course less than junior high school student is 1000 yen) and the upper is finely divided into 180,000 yen of extra premium member · S course . Which volume course is the most popular among them?

Ogata:
After all, there are many standards of regular members (3000 yen) in terms of number of people. However, the members of the course of 10,000 yen were originally very small. Now we are increasingly increasing the number of members over 10,000 yen we call "high membership".

G:
I understand it as consumer psychology, since I have an extra premium member of 180,000 yen, I feel 10,000 yen of a gold member is very cheap (lol)

Ogata:
Although it was not aimed, it may have that effect as well.

G:
Even if it is impossible for 180,000 yen it is 10,000 yen ... I think that is not it.

Ogata:
However, although it is a difficult place here, it is called "degeneration" or if it is not accompanied by a service, it is not good either. Beyond imagination, the eyes of consumers are severe and there are also severe aspects. Although you may feel that it is cheap if you look at the price, it is quite difficult if it is just that.

G:
It is a severe world that is not supported when it seems that each course does not match the price.

Ogata:
Yes. Is difficult. For example, what is different about the Gold member 's A (10,000 yen), B (13,000 yen), C (15,000 yen) course, A is given by Imabari Towel, B is a backpack C: I get both towels and backpacks. When I get to D (15,000 yen) I get a descent bag instead of a towel, and I design it as a descant bag & Imabari towel if it is E (17,000 yen). I think that expanding the choices is supported.


G:
There is an image like a mountain to overcome from 3000 yen to 10,000 yen as one wall, but there is a feeling that we diversify the service so that we can choose it. By the way, what is the rough ratio?

Ogata:
It is about 20% or more with Gold members. When disassembling here, 200 top extra premium members. If 50,000 of all members are 20%, there are 10,000 people, 2% of which is 200 people. Like premium members like a few percent, platinum is over 10%, the rest are gold members.

G:
It is a beautiful shape like a pyramid according to the price.

Ogata:
It is perfectly so. Just by showing the membership card with face picture that I said earlier, the ticketless service with entrance OK is a privilege only for the premium members and the members of the extra premium members.

G:
Indeed, there is a sense of superiority there.

Ogata:
By the way, we do not need tickets for the extra premium members (150,000 yen to 180,000 yen) and the premium members (75,000 yen to 82,000 yen). Do not buy tickets, always put in the open seating free seat. Then, when comparing platinum members (30,000 yen to 37,000 yen) with members of premium or more, which one is buying more tickets, you think that it is a platinum member at first glance? People over the premium do not need tickets. However, if you actually look at the data, there are more members than premium members.

G:
Is that because you can not be satisfied in the inner and outer seats?

Ogata:
That's right. In terms of the total amount, it is likely to be three times more different. Besides that, a member of premium or higher calls a friend on the ballpark and buys a ticket "I will buy tickets on behalf of them." Premium members are people who are like ambassadors "everyone, let's go!"

G:
I see.

Ogata:
Those people are important to us as well. That means that we are steadily adding added value.

G:
By the way, do you raise the prices of top-ranking members, and are the prices of other courses also rising?

Ogata:
Rather than raising the price, that means I made a new item. I talked about a course of 100,000 yen, but since the items of 100,000 yen have the same contents now, too. We made 150,000 yen with 100,000 yen as it was. And, we kept 150,000 yen and made a new 180,000 yen.

G:
As a new product, if you can do something that matches this price it means that it will be added.

Ogata:
That's right. If this is abolished 150,000 yen and made it only to 180,000 yen, it is a price increase, 150,000 yen is as it is, it made a product of 180,000 yen with more added value.

G:
It means that the same content as last year was to be chosen and a new course was established.

Ogata:
That's it. However, even though I'm doing exactly the same thing with the same 150,000 yen course, I think that it is negligent from the service provider side, so after trying at least making good service design from the previous year, I will introduce a new course We make it, making it a form of adding value by making new service rather than price increase.

G:
The part of improving this service is mostly soft side service when it comes to classes beyond the extra premium members. How do you decide the contents of the course and services?

Ogata:
Basically, I am making courses, but there are other members of the team, and I collect others' wisdom.

G:
Is it difficult to price the course?

Ogata:
Is difficult. I made a course of 180,000 yen which upgraded the course of 150,000 yen. I think that this will be a tough view. Because it is price increase by 20%. However, the course of 150,000 yen will continue to offer the same service quality as a course of 150,000 yen. I will continue, but since I made a course of 180,000 yen it will not be the top from the members of the 150,000 yen course, so I make it after understanding the severity of the design in such place properly.


G:
I will ask you straight away, but is BsCLUB quite profitable?

Ogata:
The membership fee income is basically strengthening the soft side, and strengthening the software side raises the membership fee. With regard to BsCLUB, there is no idea to make earnings profit, and revenue is being reinvested. For example, an extra premium member can freely use the lounge space "CLUB STADIUM" in the outfield of Kyocera Dome as long as it has a ticket on the designated seat on the day. Drinks are all you drink from 4 hours before the game begins. The lounge has a luxurious feeling, and as you go outside, the players are warming up under. Extra premium members are entitled to enjoying drinks while watching players.


G:
Do you have drink, alcohol, too?

Ogata:
It's only a soft drink. There are several snacks and sweets, it feels like an airport lounge. It is a lounge where you can not drink. We can do lounge space if we try to eat and drink, but we do not do that and we operate it by returning to the core fans.

G:
It is quite expensive to lend a lounge, do not you?

Ogata:
A stubborn story, premium member is a calculation that can get original just by using lounge in all games. Actually, it costs about per capita. However, I think that it is a reduction and I am investing.

G:
In considering fan service, is data important?

Ogata:
Yes.Customer Relationship ManagementAlthough it is a technique called CRM, we take detailed data on customer data and actions linked to "points". Points in BsCLUB are granted only by eating, drinking, buying goods and tickets, visiting the stadium, but we are doing various measures based on that information.

For example, when I did not adopt the point system, I could only see it as "Somehow" a visitor came or "somehow" did not come. Otherwise, it is not pleasing to our customers that they succeed or fail on the basis of data to some extent, why they fail if failed, try to change the shape a little, no matter how you change it Because it is equal to, it is doing it properly while seeing to stop such a thing.

G:
If you make it to point system, you know tracking or user behavior. I heard that footprints will remain.

Ogata:
That is right.

G:
Even if you look at other teamsRakuten Golden Eagles' fan clubYou also use the point system, are not you? It may be that they are utilizing such ease of data management.

Ogata:
For us, the point is a very big keyword, and I have invested quite a bit in raising the value of points for three years since I became the group chief. What I mean is simply "Do you think you want to save points?" I tried to make it a point program that I wanted to save. The important thing is, in the extreme, whether or not you can earn good items when you save points.

We are also interviewing other teams, but we are investing more than other teams on the point program, and if we do something wrong, BsCLUB point exchange center has more product line than other goods shops in other teams It is about. There is no doubt that there are 12 lineups with a wide selection of point exchange goods for the 1st fan club.

G:
Will you exchange the accumulated points around the end of the year?

Ogata:
Well, until the fan appreciation day held in late November is the point exchange point.

G:
What kind of goods can be exchanged ......

Ogata:
There are tremendous numbers. Some players' autographed uniforms and others have some early-to-be-rare items, so some people exchange from the beginning of the season.


G:
As for a one-point thing such as a signature ball of a player, it is said that first come, first served.

Ogata:
You can use points as quickly as possible.

G:
Basically it is good with 1 point 1 yen yen image?

Ogata:
Special, I do not associate with money, though I think that fan club members are exchanging with that kind of recognition. We are doing quite rigidly about cost management around us and how much we invest.

G:
It seems that annual fee is also so, and of course the game comes to see and buy tickets, but there is a psychological point of wanting to collect points again, so if some kind of consumption behavior comes up in the stadium.

Ogata:
I agree. Although it may be the logic that leads to our revenue as a result. If it is rather rather than a story from that side, if you did a lot of shopping or doing it by all means to those who visited us, it turned out like that as a result There may be. Actually, if an extra premium member · S course person carries a foot to the stadium once, 700 points will be attached to it only.

G:
It seems like it will save 700 yen just by coming.

Ogata:
This is very big. (Laugh) On the design of the point system, if you buy a strange story, a friend's ticket and say "Let's go together", points will be attached to the amount you bought a friend's ticket.

G:
I see!

Ogata:
Actually there are many such things.

G:
That is quite a clever way.

Ogata:
Often there is something the secretary can save credit card points at drinking party. I can do that kind of thing (laugh)


G:
I see. Speaking of point systems is interesting as it is interesting, is not it?

Ogata:
So there are many people who are buying tickets with premium members. I'm bringing everyone.

G:
I understand the feeling of those who are addicted to the point system. How do you check how much points are accumulated?

Ogata:
There is My page on the Internet and you can check there.

G:
I can log in and see.

Ogata:
There is a point ranking there. You can see how many you are in the ranking.

G:
Wow ... ... When you see the rankings at the points you are saving. It is a terrible world. Is the name a nickname?

Ogata:
Yes, it is a nickname.

G:
Well, do they have old rivalries that do not know each other's face?

Ogata:
What is this person !? "What happens? (Lol)

G:
So, you know each other for the first time at a stadium or an event and say "Oh, you are ○ ○!"

Ogata:
That is one of the enjoyment of baseball, so I think there is.

G:
I see.

Ogata:
Of course, the fans do not buy things they do not need, and we are not selling themselves apart, we made two cups of beer of beer we wanted to drink in the stadium (laugh) , Customers are also enjoying it, so is the goods. "When I get new goods, I will buy it or not," when you get a point, the back will be pushed. The customer also pays the money, but I am happy to have good goods, so it is interesting to get it like this as a result. I do not recognize it even though I am ranked first in the special point ranking (laugh) but that is already my own pride.


G:
It is a terrible world ... That's because you want to save more points so you can move on to a higher class with higher points granting rate.

Ogata:
Is not it?

G:
You can enjoy it with a sense of game.

Ogata:
I planned to design how to enjoy customers by benchmarking various places.

G:
Seibu Lions fans clubSo, the platinum course of Furuno free seats free pass which had been last year was abolished from FY 2017, but as long as you talk to me, BsCLUB is fairly successful in a way that I have to add more and more new services Can we regard it as being?

Ogata:
Well, of course, there are various voices from customers, ignoring it against it, but perhaps it may be missing, but we intend to deal with seriously. I think that it is necessary to keep it, and the figure that the fan is pleased is out, but after one year it will get tired of the next year, so what to do with how to go away because I can not get bored It is feeling that I am doing thoroughly.

G:
I have to update every year.

Ogata:
I agree. However, there may be one course that there are too many courses.

G:
You are lost.

Ogata:
I think there is a difficulty in choosing.

G:
While consulting with my wallet, if there is only this ... .... As a matter of course, increasing service is hard, is not it?

Ogata:
The staff who manages is very hard and there are three other fans of the fan club team, so there are obviously opinions from the three members like "Do you want to increase again ...?".

G:
I see. (Laugh)

Ogata:
However, I think that it is rather rather than a management perspective, but I think that we must do it in line with customer needs.

G:
In the past, I think that there were services that were greatly successful and services that made a lot of failures, but are there any failures like services that were not as popular as I thought?

Ogata:
How is that .... This fan club itself, almost it repeats. As I mentioned earlier, when I did the first year at 100,000 yen, those who joined us are really very few. At that time, it was rather a game in terms of hardware, did not he? I got a match with a feeling like "It's about 100,000 yen if you add all this together, goods, tickets, etc. like this!" After all, I did not receive it at all.

G:
I see. Even though I could get it, I did not touch the fans' chord line.

Ogata:
That is right. So the next year I strengthened various software aspects and reached the customer. If I answered the question "Was the original 100 thousand yen a success, was it a failure?" To be honest, I think that the first year was a failure. But now that there is that failure, there is now.

Why do you limit the members of the high course to 200 people, if you increase to more than 200 people, you will not be able to deal with satisfactory. For example, if you are going to high touch with players, if 300 extra premium members get involved, they will be divided into two, and in fact it will only be one time to be able to receive twice. We are thinking that it is not good, and we are making a service to try not to cross that line.


Ogata:
When I got the first 100,000 yen course, I did not receive it, and considering various things such as operation cost and the cost of making a card, it was quite close to the deficit. Thinking about that, it is feeling that it is now due to repeated failures. Until now I was to offer all the fans to the service, but I have to respond to those who are looking for high service, and I have not asked for that, but I'm looking for this much There. Then, I think that it is going to provide something a bit higher than that, or that I feel like that, I think that it is in such a form.

G:
It will be a bit bigger story, is that the ultimate purpose of BsCLUB is to increase the fans of Orix buffaloes?

Ogata:
In "what makes a person who is not a fan a fan"AbsentI think. However, by entering BsCLUB, I feel like I'm more cheerful this year, I was enjoying entering the stadium or going to the ballpark once more. Actually, the number of members of the fan club three years ago was around half now.

G:
Is that so? Have you doubled in three years?

Ogata:
Last year it was around 51,000 people, and this year it was around 52,000 people, but before that it was 40,000 people. In the year before that, there were about 27,000 people, and before that 25,000 to 28,000 people continued for a long time. From there it doubles.

G:
It suddenly increased in the last 3 years. Did you change the structure three years ago when it grew so fast?

Ogata:
The point program has been introduced. We introduced it when the number of members 4 years ago is 27,000 people, and after a year it has expanded to the next year.

G:
It is still great that the point program works well.

Ogata:
There is also it, and it is also important for the fans to have goods that they would like to become members. Regular members receive uniforms when they join, but they do it with the concept of "Let's wear and support together with ORIX · Buffaloes team color uniform navy color uniform" together. I guess that you are growing up with various accumulations, such as doing such promotions.

G:
Is there anything wrong with the increase in the number of people?

Ogata:
As the number of members increases, the people who are not so enthusiastic will enter so much, so it seems that the number of times you go to the game on average will decrease. The number of times that the average of 27,000 people on the top of the core people came comes down, as the number of people below it grows, it seems that the Calpis is thinning. However, in fact the average number of visits is increasing.

As for why, it is fun to enter again, I want to go once more, and we are thinking that they are coming by inviting everyone. Even if you see various numbers, it is. I like to join the fan club and connect with each other, ranking is also true, and I want to increase feelings of entering and encouraging everyone to enter, such as being able to communicate with people who always see when I come to attach points , I think that it is such an organization.

Again, rather than saying "0 to 1", I feel like I want to make the first person 1.1, 1.2, 1.3, and so on. The strategy of setting 0 to 1 has been devised measures apart from the fan club, and as a meaning of the fan club, it operates so that it becomes "to make 1 person 1.1."


G:
Regarding BsCLUB, it means that you can make your fans more cherish and have fun.

Ogata:
It is such feeling. However, if someone thinks "Oooh, it's funny" among readers who saw this article, perhaps 0 might be 1.

G:
Thank you very much for your busy schedule today.