Japan Market
How to open the Japanese market in 2011
Commodity circulation structure of the Japanese market is extremely complex. Consumer market is very competitive, and consumer goods by the country side, so want to expand the Japanese market, foreign products are often less effective. According to experts familiar with the Japanese market analysis, foreign goods would like to open the Japanese market, for market research must first fully understand the characteristics of the Japanese market and consumer trends, marketing channels and control to meet the special Japanese culture and business practices in order to achieve goals.
Act according to Japan's tedious, long-standing cultural background and specific business practices, summarized in the following three main areas:
1. non-tariff trade barriers: Japan in addition to the quota restrictions on some imported products, the quality inspection restrictions, plant disease inspection, law and public health management of the Consumer Product Safety Act and other regulations limit strictly. Meanwhile, import clearance procedures are too complicated. Enter the product of validated system and strict quality standards specification.
2. the marketing channels in Japan: Japanese imports of marketing channels, both many and complex, the lack of circulation efficiency, resulting in higher import prices, products compete with Japan, and imported goods sales channels control the majority of large corporations in Japan, impact of foreign products in the Japanese market more competitive.
3. the special habits of Japan: the quality of imported goods particularly demanding specifications, strict delivery deadlines, attention to long-term deal, and respect the trust relationship between the transaction parties. Japan holds the senior policy director at any time to modify the project's decision-making power, Japanese consumers prefer large corporations over the trust or large enterprise groups and their affiliates of the brand, it is difficult to break into the Japanese market foreign goods.
In response to these three barriers, open up the Japanese market to foreign products, need to take the appropriate strategy:
1. Participation in international exhibitions and major cities in Japan department stores, supermarkets, organize products Fair, or the use of the Japanese tour to promote the opportunities and promotional merchandise wholesalers and retailers throughout Japan to establish good interpersonal relationships, to facilitate the extension off.
2. establish marketing presence, establish marketing channels: according to marketing plan, major cities in Japan (including Tokyo, large traders, etc.) set up marketing offices, choose a technology co-marketing function of the local trading company formed a joint venture, or set up branches, independently develop marketing channels or large department stores in Japan to participate in promotional activities in order to establish an effective marketing channel.
3. to choose the right to select the appropriate sales channels and marketing partner: senior product appropriate to limit the number of retailers in order to maintain product image; intermediate products have to consider choosing a marketing capacity and improve the sales network of import agents; ordinary product option sales ability of large corporations as a marketing partner; case of specific machinery, chemicals and other products with high technical level, it is desirable to choose a professional set up their own import agent or branch established sales network.
4. establish and improve the product supply system, and select the appropriate Japanese consumer products: order immediately after delivery, the vendor must have sufficient supply capacity, and product specifications, quantity and time required to close with. Therefore, companies in Japan need to properly store the goods at any time. Information for the Japanese climate, customs, and size and hobby products, with strong foreign culture and products, yet the development of new products, are relatively easy to expand the Japanese market.
5. take reasonable pricing strategy: high prices, senior product should be taken, and daily rates are subject to commodity prices and local market comparison, set a reasonable price; manufacturers can lower the production costs, focus on improving the products and improve product outside design, in order to enhance market competitiveness, should strictly abide by the delivery date.
6. to investigate the market, develop marketing plans: Manufacturers should be sent to Japan to investigate the local trade professionals in the consumer market trends, gather their spending habits, hobbies, etc. Trade goods, and to understand the Japanese product specifications, quality standards, the recent trends, specifications and packaging.
7. to strengthen after-sales service and the establishment of after-sales service system: service to the distribution system to the important part. South Korea's big companies know that the habit of Japanese trading companies in Japan to establish a large number of after-sales service network.
8. to improve product design: development to cater to Japanese tastes of high-quality products. Product design, vendor experience and technology required to learn the industry in Japan.
9. establish the company's product and trademark image, and the production of high value-added products: the use of newspaper reports and television advertising media, advocacy, in order to enhance the image of products and trademarks, in order to stimulate the Japanese consumers to buy.