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ADA水族是日本知名水族馆，拥有独立水族产品的生产能力，提供全套水族用品，品质上乘，所以广受水族爱好者喜爱。社长天野尚对水草造景的狂热爱好将ADA打造为一个专业研发与水草相关用品的企业，而今不止在日本，ADA水族已因其水草之名响彻海外。

37年前，虽然已经取得政法大学的推荐入学资格，但ADA水族社长天野尚却因其对热带鱼、水草和摄影的狂热爱好，梦想背着一台尼康相机去亚马逊记录热带鱼与水草的艺术之美，于是，为了尽早存下20万日元买下尼康F2相机，他毅然放弃了政法大学的录取书，成为自己经营一家水族店铺的自行车赛车手。

ADA水族于1991年正式创立，但是天野社长经营水族小卖店的历史可以追溯到30年前。当时任他特立独行的经营风格从不把顾客当做上帝，却是在用心用情的照料着自己的梦想，照料着这一根根有着鲜活生命的水草，这一隅水族箱中的水底世界。“我总是在布满美丽水草的水族箱里展示很多漂亮的鱼，有时客人看见后就想买，但都遭到我的拒绝：那个是非卖品不卖的，你买这个吧！店铺‘非卖品’的恶名也由此得来。”天野社长回忆道，多年的小店经营，天野的小卖店也凭借“非卖品”的恶名名噪一时。而且，其他店家搞活动打3—5折销售时，天野的店铺也从不改价进行原价销售，当顾客满意他的产品时更会帮助店铺无形的宣传，于是慕名而来的顾客越来越多，尽管看到所有商品都是按定价出售，也都没有什么怨言。天野社长得意的说：“就算是观赏鱼，有时只因为我说我们店的鱼和其他地方不一样，就能把别的地方卖50日元的鱼以100日元价格卖出去。当然有人会问什么地方不一样，我的回答就是我投入的感情不一样，这么回答也都卖的很好。”从言语中可见天野社长时刻用心经营店铺，并且只忠于自己的梦想。

“用心去做就不会失败”天野社长坦言他的成功之道。ADA水族以其品质优良专业的水族产品成功打开网络销售、电台购物等电子销售平台，天野社长却激流勇退，停止了电子销售业务。“虽然有大客户每月的购买额达到一千五六百万日元，但这种经营模式却对传统的专卖店销售形成了强大的冲击，为了给专卖店健康发展的市场环境，ADA停止所有电子销售业务。”天野社长如是说。当批发商遍地开花时，ADA水族不知不觉就进入了量贩业，但是考虑到批发销售鱼龙混杂，经销商服务质量参差不齐，为了保证ADA产品的品质与服务质量，天野社长及时停止了量贩销售，这也正合他不只是单纯追求销售额的想法。

ADA水族博物馆占地6600平方米，70%都覆盖着森林，当时为了种树用运土车整整运了100斗的土。建筑和土地总共花了3亿日元，其中有2亿都花在了森林上。ADA工厂16年前迁至这里时就开始造林，当时由于二氧化碳（CO2）排放造成的地球变暖就成为世界性的问题，到处开始宣扬植树造林，于是天野社长在建造工厂的地方创造森林使得绿色环抱着水族博物馆，工厂则在距此4、5千米的地方重新选址建造。当时天野社长经常被人说是不识时务，居然会有人贷款2亿日元去植树造林，但他仍旧我行我素的满足于当年“森林环抱水族博物馆”的计划成为现实，并在今日得到了各界的好评。

ADA公司自创了一整套系统，将促进水草光合作用的二氧化碳注入水族箱加以利用，所以天野社长发出这样的豪言壮语：自己公司制造的二氧化碳用自己公司的森林全部吸收掉！这就是一个富有前瞻意识，果敢的行动派——天野尚。 

ADA aquarium is a well-known aquarium in Japan. It has the production capacity of independent aquarium products and provides a complete set of aquarium products with high quality, so it is widely loved by aquarium fans. President Amano's passion for water plants makes ADA a company specializing in the research and development of water plant related products. Today, not only in Japan, but also in the world. 37 years ago, although he had obtained the recommended admission qualification of the University of political science and law, Tianye Shang, ADA's aquatic president, dreamed of going to Amazon with a Nikon camera to record the artistic beauty of the tropical fish and aquatic plants, because of his passion for tropical fish, aquatic plants and photography. So in order to save 200000 yen as early as possible and buy Nikon F2 camera, he resolutely gave up the admission letter of the University of political science and law and became the self-employed A racing bike driver who has run a aquarium shop. ADA aquarium was officially founded in 1991, but President Tianye's history of running aquarium stores can be traced back to 30 years ago. At that time, his unique business style never regarded customers as God, but he was taking care of his dreams with his heart and feelings, taking care of the aquatic grass with fresh life, the underwater world in the corner of the aquarium. "I always show a lot of beautiful fish in the aquarium full of beautiful aquatic plants. Sometimes the guests want to buy them when they see them, but they are all rejected by me: they are not for sale. You can buy this! The store's reputation for being "not for sale" comes from that. " President Tianye recalled that after years of small store operation, Tianye's small store was also famous for its "not for sale" reputation. In addition, when other stores sell at 30-50% discount, Tianye's shop never changes the price to sell at the original price. When the customer is satisfied with his products, it will help the shop to promote invisibly. Therefore, more and more customers come here. Although they see that all goods are sold according to the price, they have no complaints. "Even if it's ornamental fish, sometimes just because I said that the fish in our shop is different from that in other places, we can sell the fish in other places for 50 yen at 100 yen," said Tianye. Of course, some people will ask what's different. My answer is that I'm not in the same mood, so I'm selling well. " It can be seen from the words that President Tianye always manages the shop with his heart and is only loyal to his dream. "If you do it with your heart, you won't fail." President Tianye confessed his way to success. ADA aquarium has successfully opened online sales, radio shopping and other e-sales platforms with its high-quality and professional aquarium products. However, President Tianye bravely withdrew and stopped the e-sales business. "Although there are big customers with a monthly purchase amount of 15.6 million yen, this business model has a strong impact on the traditional store sales. In order to give the store a healthy development market environment, ADA stopped all electronic sales business." That's what President Tano said. When wholesalers are blooming everywhere, ADA Shui people unconsciously enter into the mass merchandising industry, but considering that the wholesale sales are mixed and the service quality of dealers is uneven, in order to ensure the quality of ADA products and service quality, President Tianye stopped the mass merchandising in time, which is just in line with his idea of not only pursuing sales. The ADA aquarium museum covers an area of 6600 square meters, 70% of which is covered by forests. At that time, 100 buckets of soil were transported by earth trucks to plant trees. Construction and land cost a total of 300 million yen, of which 200 million are spent on forests. ADA plant started afforestation when it moved here 16 years ago. At that time, global warming caused by carbon dioxide (CO2) emissions became a worldwide problem, and afforestation was promoted everywhere. Then president Tianye created forests in the place where the plant was built, making the green surrounding the aquarium museum, and the plant was relocated 4 or 5 kilometers away. At that time, President Tianye was often said to be illiterate, and even someone would loan 200 million yen to plant trees and trees. However, he still went his own way and was satisfied with the plan of "forest surrounded aquarium museum" that year, which became a reality, and has been praised by all walks of life today. ADA company has created a whole set of systems to inject carbon dioxide that promotes photosynthesis of aquatic plants into the aquarium for utilization, so president Tianye made such a bold statement: the carbon dioxide produced by his company will be absorbed by his company's forests! This is a forward-looking and resolute action group - tianyeshang.  

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