Capturing New Wedding Demand and Shifting to a Lifetime Value Business
First written in FY2021. 10 of 12 entries say "Advanced", first in FY2022-Q1. Latest entry: FY2026.
2 other companies' latest entry also says "Advanced".
- FY2026AdvancedAnnual report
「As an initiative to create a new bridal market under the Medium-Term Management Plan 2030, we developed our original new service One Table, One Story in collaboration with Zexy, the wedding information service operated by 株式会社リクルート, and are promoting the new wedding format Slowly Stay Wedding. As a venue for rolling out these initiatives, we opened HIRAMATSU SALON in Daikanyama, Tokyo, in November 2025 and began full-scale market promotion in March 2026.」
The development of LTV-oriented wedding demand took concrete form through collaboration with Zexy, the new service “One Table, One Story,” “Slowly Stay Wedding,” the opening of HIRAMATSU SALON, and the launch of market proposals in March 2026. - FY2024-Q2AdvancedAnnual report
「Measures to increase spending per wedding proved effective, including new initiatives unique to Hiramatsu Wedding that address diversifying customer needs, highly original new products leveraging regional characteristics, and peripheral services based on the needs of attending relatives and guests.」
The Company developed new products beyond conventional weddings and peripheral services for relatives and guests, addressing diversifying wedding needs and increasing spending per wedding. - FY2024-Q1AdvancedAnnual report
「Measures addressing diversifying wedding needs and initiatives providing peripheral services based on the needs of attending relatives and guests proved effective, and spending per wedding exceeded the plan.」
In response to lifetime-value-oriented wedding demand, the Company captured diversifying wedding needs and peripheral services for relatives and guests, resulting in spending per wedding exceeding the plan. - FY2023AdvancedAnnual report
「③ Promoting the lifetime value (LTV) business that accompanies customers throughout their lives」
The LTV business was explicitly identified as a company-wide strategic focus in the new medium-term management plan and linked to creating lifetime customers through integrated operation of the restaurant, bridal and hotel businesses. - FY2023-Q1AdvancedAnnual report
「In bridal sales, as customer needs changed amid COVID-19, we proposed and sold product plans tailored to those needs with a consistently customer-focused approach. In addition, as the number of guests per wedding has been trending downward, various measures, including new services, helped maintain and improve spending per wedding, resulting in sales substantially exceeding the year-earlier period.」
In response to the decline in the number of guests, the Company proposed product plans and new services tailored to customer needs, maintaining and improving spending per wedding and substantially increasing bridal sales year on year. - FY2022AdvancedAnnual report
「We will rebuild the distinctiveness of the restaurant and bridal businesses, provide “Hiramatsu's unique value” through exceptional dining experiences and responses tailored to customer needs, and strengthen sales.」
In light of the shift to an LTV business, the distinctiveness of the restaurant and bridal businesses, dining experiences and responsiveness to customer needs were positioned as sales-strengthening measures in the new medium-term management plan. - FY2022-Q3AdvancedAnnual report
「We will further develop the bridal market and expand earnings by offering Hiramatsu's distinctive value, or Exclusive Value, including differentiation through the value proposition of the restaurant and bridal businesses centered on higher-quality dining experiences, small weddings using private rooms, and flexible product planning tailored to customer needs. We will also strengthen new sales activities aimed at developing the business into a lifetime value business, including initiatives to propose a richer Hiramatsu lifestyle starting with weddings.」
In addition to small weddings, flexible product planning and the development of Exclusive Value, sales activities began for an LTV business that proposes services for customers' lives as a whole, starting with weddings. - FY2022-Q2AdvancedAnnual report
「Under the slogan “From Table time to Stay time and then Life time value,” we are developing businesses that enhance the value of important times throughout customers' lives. As the first initiative, we have begun developing products beyond conventional bridal services, including the sale of proposal plans and second-wedding, or vow renewal, plans.」
The shift to an LTV business took concrete form through the launch of proposal plans and vow renewal plans, expanding product offerings beyond conventional bridal services. - FY2022-Q1AdvancedAnnual report
「Wedding services at restaurants faced difficult conditions across the industry, as events and large gatherings continued to be discouraged and ceremonies were postponed or partially cancelled. However, the wine-gift benefit provided to wedding guests as a measure in response to the suspension of alcohol service proved effective, substantially reducing postponements and cancellations.」
In addition to responding to small weddings and new wedding formats, the Company substantially reduced postponements and cancellations through the wine-gift benefit, advancing its response to wedding demand amid COVID-19. - FY2021First statedAnnual report
「We will review conventional bridal services and steadily capture new wedding needs suited to the new normal, including small weddings and photo weddings. We will also shift to a lifetime value (LTV) business that maximizes the value of the various special occasions, milestone celebrations and time spent with loved ones throughout customers' lives, rather than focusing solely on wedding ceremonies.」
A policy was disclosed for the first time to transform the conventional bridal business into an LTV business that accompanies customers throughout their lives, including proposals, family dinners for both families, baby showers and vow renewals, in addition to capturing demand for small weddings and photo weddings.