Aderans Co., Ltd. President and CEO Yoshihiro Tsumura

We want to make everyone who has hair problems happy, so we put our employees first.

President and CEO of Aderans Co., Ltd.
Yoshihiro Tsumura

Born in Hiroshima Prefecture in 1963. Graduated from the School of Human Sciences at Waseda University. Joined Aderans Co., Ltd. in March 1982. Became Representative Director, President and Group CEO in March 2017 (current position). Certified Hair Diagnostician Instructor of the Japan Hair Science Association (a Cabinet Office-certified incorporated association), a member of the Waseda University Marketing Innovation Research Group, a visiting researcher at Kanazawa Institute of Technology, and a councilor for the Japanese Society of Nursing Science and Technology.

President Tsumura joined Aderans because he admired engineers. After honing his skills diligently every day, he arrived at the goal of becoming a "professional" who possesses everything: skills, knowledge, and a spirit of hospitality. He says that having goals is important, but there is something even more important for growth. We asked him what that is.

I had always dreamed of becoming a skilled technician, such as a barber or hairdresser. I didn't study much in my student days, so I thought I'd try my best once I entered the workforce (laughs). So I joined Aderans. First, I studied at a correspondence barber school, where I received technical training in haircutting and other areas. I was particularly bad at curling perm rods, and it was here that I first realized how clumsy I was. Five out of 80 classmates failed the technical exam, and I was one of them. It was so frustrating. I spent days looking for cutting models around town to practice on, and then I took the retake. Somehow, I managed to pass.
　This experience ignited my desire to learn. I set a goal to win the technical competition, and spent every day practicing my skills, eventually winning. I just kept honing my skills.

Become a true professional

　After that, I was assigned to a salon, where I spent every day working with customers' hair. That's when I realized that "first you have to draw out the customer's needs." If you forcefully recommend what you want to recommend, the customer won't be satisfied. First, listen carefully to what the customer has to say and solve their problems. Then, provide the service.
　To put this into practice, I needed to become a true professional myself, someone who is attentive to the customer, has a wealth of knowledge, solid skills, and the best products.
　The realizations he gained here led to Aderans' current management philosophy: "The best products," "The best technology and knowledge," and "Heartfelt hospitality."
　If you don't get to the roots like this, everything will end up being a roundabout way of doing things. For example, no matter how much you hone your superficial techniques, customers won't buy your products. First, hone your skills and knowledge, and provide the best customer service that meets the customer's needs. Only then will they think, "If this person recommends it, I might give it a try."

Employee happiness is passed on to customers and society

　The kind of employees I want to work with are those who are positive and can clearly articulate what they want to do. And when they say they want to do something, I will let them do it unless there is a very good reason not to. I also tell my managers to "put your subordinates in the batter's box."
　I and my managers should not make decisions based solely on our own experience. Nothing new will come from trying things out. And by doing so, employees will feel a sense of fulfillment in their work.
　At Aderans, we prioritize the happiness of our employees and their families. If our employees feel fulfilled, their families will be happy, and if their families are happy, our employees will be happy. We also want our business partners to do a good job, so that all of their families will be happy. When all of these factors are in place, we can both do a good job and our customers will be pleased. This will allow us to contribute to both the local community and our shareholders. I believe that the most important thing is to start from the ground up and create a cycle that makes everyone smile.

We want to bring happiness to people all over the world who are troubled by hair problems.
　Aderans initially started a custom-made wig business for men who were concerned about their hair. However, after learning that some children were also suffering from hair loss due to illness or injury, in 1978 they began providing custom-made wigs free of charge (for children aged 4 to 15). Technicians actually visit the hospital room, measure the shape of the head, and create the wig. Once completed, the wig is delivered directly to the patient. This makes not only the patient but also their family very happy.
　When I saw those smiles, I really felt that I was helping people. Having actually seen such a scene, I felt even more strongly that I wanted to bring happiness to people all over the world who are troubled by their hair.

＊message＊

I want all students to set goals and work hard. Learn languages ​​and cultures, and become global talent who can thrive on the world stage. At Aderans, 51% of our sales come from overseas. In the future, globalization will continue to advance in all companies. Meritocracy will replace seniority-based promotion, and diversity, where people can thrive regardless of age, nationality, or gender, will continue to advance. In other words, anyone can seize opportunities if they work hard. I believe that hard-working students will support Japan in the future.
　As you work hard, I want you to have a desire as well as a goal. You can't grow without a desire. It can be anything, like "I want to get better at this" or "I want that." Have a strong desire and be greedy to fulfill that desire.

From the April 20, 2020 issue of the Student Newspaper (by Yoshio Ogawa, a fourth-year student at Keio University)