New ADA Products Arrive in USA Dec 7th

Quoted directly from the ADG/ADA USA facebook group statuses:

"Aqua Design Amano headquarters in Niigata, Japan announced an increase in cost of goods due to the inflation of raw material cost at the manufacturing level. The new prices were effective as of November 1st, 2010. Among other factors, costs in manufacturing and shipping have caused the need for an increase in the price of the Aqua Design Amano product line in the United States, similar manufacturer based price incr--"

"Just in case it is missed - for the sake of our client's benefit, we will not be implementing the price change until the new year, giving all an opportunity to purchase before the price increase goes into effect."

"There isn't a universal increase formula for each and every item, since each item type is different from another - e.g. the cost associated with selling and shipping an aquarium is significantly different than those associated with a bag of aquasoil, which is also very different from say a bottle of Brighty K. As a result, some items will go up more than others, but overall the product line will have a stable price point. The initial numbers has shown an average estimate of 10% increase. However this is not finalized yet and could be slightly higher or lower."

We reluctantly had to opt for increasing prices this year. Operating cost associated with simply getting the product to the United States has just increased too much, in combination with the fact that we did not increase prices in the past when similar situations arose, barring the price change that accompanied the manufacturer switch to China.

It is an unfortunate reality to have to do so, but one that we have taken up with all due measures to keep the hobbyist and core clientele in mind first and foremost. That's the reason for the announcement towards the price increase (versus an unannounced, "silent" increase), so that everyone has the opportunity to exploit the current prices while they can. We've also taken measures to exactly calculate new cost vs. old cost taking into account all the factors that go into providing the product so that there isn't an unnecessary level of price increase based on 'best guesses' rather it's calculated to the penny on exact cost and exact best price offering. This revised model of calculation will allow us to be more efficient in our product offering and make a better overall and stabilized price point for all of our clients.

However, with this also comes a number of new initiatives that aren't factored into the price - catalogues come with all product purchases completely free, or are available individually for just postage paid. Additionally, the customer service offering for this product line is bar none - and we have the customer feedback to back it up. I believe that with the price tag comes it's weight in gold in customer service flexibility, options and availability. Not that I necessarily want to encourage a call at 4 am in the morning, but there are no hours in which the phone line closes to answer questions or concerns, etc. In addition to that we have other things in the works to supplement the catalogue offerings, which include ADA / Nature Aquarium / Planted Tank specific videos and how-tos that are scheduled to go into development in December. Not to mention the availability of the offer that's always there for us to hand select hardscape materials to your specifications for you so you just don't blind order materials and get disappointed. That service is free of charge.

These are all things that come completely free of charge that are efforts only really being taken up by ADG and all directly factor in to making the ADA price tag worth so much more than just the price of a glass aquarium. With ADG/ADA you get everything on the back end and front end that supports the whole system at large regardless of purchase amount - that's something that's really worth it's merit. That's what makes ADG offerings more than just products, it's the people, the clients, the vision that make the difference.

There is something that isn't quantifiable in price that backs up peace of mind when you invest in our offerings from Aquarium Design Group. You know the consistent results will be, that it will work, that it is backed up by experienced people giving the best advice to our ability, and that you will have success with the line. There isn't any guess work involved with using the ADA line.

Hoppy said:

Did anyone else notice the date the shipment will arrive?:wink:

Click to expand...

Pure coincidence, I assure you!

I think it's tough for ADA really, Chinese knock offs are already doing some market share and cost cutting into their business. Increasing the prices hurts even more.

But......heck, they cannot lose $ to make the stuff either.
So it's a tough place to be.

Regards,
Tom Barr

Click to expand...

Sure there has been an upsurge in knock off brands being offered, however in some ways this has served to strengthen the brand's identity in America. ADA is the definitive designer brand in the market and the only real brand offered to the market that serves both aesthetic and functional purposes. ADA continually reinnovates it's line and incorporates different styles that all make it part of a complete system that people -want- to have on display, rather than hidden from view.

I think the future of ADA distribution will be in targeting that design-minded individual who specifically wants an aquarium system that appropriately looks like it belongs as a centerpiece item in their home and specifically does not have a 'bought at walmart' look. Ultimately it's a niche product that serves it's purpose very well. However, the vitals of the line, the things with the most mainstream appeal, such as the aquasoil, will still be the best return on investment for clients. Fortunately, the effectiveness of the Amazonia system does not discriminate between ADA and non-ADA aquariums.